To increase your conversion rate is not enough that your product is good, you need to know the best strategies to advertise it and make it attractive to your audience.
We created this post to help people who want to work with sales on the Internet, but does not yet know how to promote products. Have a question about the subject? Continue with us until the end!
Some buyers still find it difficult to understand that the digital product is available only on the Internet, it behooves you to convey this information in your sales page clearly. And how can you do this?
A good sales page is one that answers all the questions and objections of his client. In the case of online courses , you only feel safe to make the purchase to understand all the benefits it will have to purchase that product.
Therefore, the description of the sales page should contain not only the topic you will cover, as the number of modules and will be treated in each; what the readings or complementary materials that the buyer has access; if that course has interactive features such as testing, chat with teachers, among other information.
Make sure that your sales page also makes clear the payment terms:
More important than the format you chose to serve your product is you speak the same language of their persona .
The persona is a semi fictional representation of your ideal client, created from a thorough analysis of your business, and market research.
We already talked about the figure of the persona several times here on the blog, including post Digital Entrepreneur Glossary that explains the meaning of these and other terms that are common in the daily lives of Manufacturers and Affiliates.
Once you understand who the ideal customer of your product, your mission is to create texts that generate empathy for those who are reading, arousing their interest for its offer. Take time to know your audience, what are the problems it faces and how often you and your product can help her.
The Copywriting is the art of convincing users to perform some action within your site, for example, purchase the product you’re advertising.
Good copy is the one that convinces the audience to click your offer, is sharpening the curiosity, reporting something intuitive, breaking pattern, using controversy, exhibiting a problem and creating a solution, as explained in the post How to make your first sale as affiliate .
Text 6 selling techniques for beginners also shows some copywriting techniques that can be applied by producers and affiliates, regardless of their experience in the market. In short: the language of your sales page should be aligned to your offer and to the interests of his persona. The same goes for other pages that you have as a website, blog and Fanpage.
As well as copy, visual identity is crucial to the performance of your sales page. What few entrepreneurs know is that the choice of the pictures not based solely on aesthetic criteria.
A good image should be functional, able to convey the main message of your ad or page, acting as a complement to its text. In the case of digital products market it is also important that the image materialize the product to the user.
? If the product you are selling is an online course, how about using the image of someone reading on a tablet that way you highlights two qualities of your product: ease of access, and the fact that the buyer be able to access that product to whenever you want, from wherever he is.
The Call-to-Action (CTA) is the name we give to the main action of the page. This action will vary according to your goal. In the case of rich materials and free content in general, visitors can sign up to receive these offers by e-mail, as for the purchase of products the Call-to-Action button should direct the visitor to your checkout page, where it will finish the purchase.
Regardless if your goal is conversion or capturing leads , your CTA should be well positioned, so that the visitor understands face which is the main action you expect it on that page.
Nothing is more frustrating than buying a product and feel aggrieved in some way. To ensure that your user to make a well-informed purchase, your sales page must contain:
A document that explains how the information collected from your address will be used.
It’s a disclaimer that term is intended to clarify that the results promised by the Producer may be influenced by several factors.
direct channel between buyer and producer with any questions about the product.
In addition to your sales page, the social networks are its main ally in the dissemination of its digital product. But attention, despite the variety of social networks, it is important to understand that not all will fit with your product.
It’s up to you to decide which ones are most appropriate for your strategy, after careful study of your business and your persona. Below we talk a little more about the most common.
Linkedin is still little used by entrepreneurs in the promotion of products. But if the 25 million active users in Brazil are not enough to convince you to invest in this social network, take a look at the text we made about marketing on Linkedin for sure, you will find other reasons to include this social network in its strategy disclosure from now.
Because of the limitation of characters Twitter is a great place to share links to your blog. You can also share the link to the sales page where the product is hosted, and serve different types of ads such as Promoted Tweets, Promoted Accounts and Promoted Affairs.
The Instagram is one of the world’s largest social network with over 400 million active users. Of this total 8% are Brazilian. Some of these network functions like s videos, histories and carousel images are great formats to talk about your niche and educate its audience about the use of your product or service.
To advertise you use Instagram Instagram Ads, and as in other social networks, may propose different CTAs to your user as signing up on your website, enjoy your profile or buy your product. Take the opportunity to see a video of Tips series on this subject.
Since Facebook is the social network with the largest number of active users in the world (there are about 1.6 billion people interacting monthly!). When used in the right way it can attract thousands of users to their product, both organically and through paid advertisements.
To attract users organically, you need to provide quality content to their followers, before presenting your product. Ideally, the threads of your Fanpage are divided as follows:
Imagine a digital producer who sells an aerobics course, it can provide an infographic about the benefits of physical activity for the prevention of heart disease or even an e-book with specific recipes for pre-workout. These are just some examples of content offerings that can be delivered to keep the audience engaged on the page.
Another strategy that can help you become a reference in their niche of expertise, is to participate in group discussions on Facebook to understand what are the key questions of the audience on the topic that you approach. Groups and communities bring together people with common interests, and excellent channels to disseminate their digital products to a targeted audience.
The large gap of organic strategy on Facebook is the content you share on your page does not appear in the timeline of all followers. Only 2% of your posts is viewed that way. This number changes constantly (In 2012, for example organic reach of Facebook was 16%) and is influenced by multiple factors, including the relevance of that content to the user.
To reach these users, and especially to attract new followers, you need to use the tools here .
Unlike blog posts that are more objective and simple materials to consume, rich materials are more complete content and, in most cases, perennial. They can help you sell your product, since they demonstrate their level of knowledge in certain subject.
Among the rich material the e-book is one of the most popular, as it can be read at any time of day and from any mobile device. As for the video classes and screencasts are good options to make tutorials, as have visual aids that facilitate the understanding of the viewer.
We know that produce these rich materials is not an easy task. So we’ve compiled some tips that can help you when creating content able to attract the interest of its base.
If you do not want your sound superficial text is to understand what you are falando.E are not talking here about a quick search on the internet, but the knowledge that you only get with experience of mercado.Um producer who is considered a reference in games can not talk properly about fashion and beauty, and vice versa.
Users who visit your site not supply any data to contact you if they see that content really adds value to their lives, or is useful for solving a problem that they are facing.
Even if you already have previous knowledge on the subject, skip the research stage is not an option! After all, in today’s world, where new technologies appear all the time, you need to be updated so that your content is not disposable.
During your search, you can also find visual references and text that can help make your product even richer and more attractive for the lead , and discover materials that have been published on the subject and thus propose a different approach.
When creating a material rich your goal is to help someone solve a problem, right? And here again enters the Figure persona. From the moment you define a qualified audience for your page, you can direct your communication to people who are actually interested in their products.
Your persona will define what kind of information its rich material should contain, what language you use, which images generate greater engagement, among other factors.
The email marketing is still the best tool to keep your audience engaged.
Recent data from Hubspot , a company specializing in the marketing automation industry, show that entrepreneurs who use email marketing to nurture your leads generate 50% more qualified leads to sales, than those using other communication channels.
The same study shows that the number of email users will grow to impressive 3 billion by 2020. Not only these two reasons, the e-mail marketing is also the type of campaign more cost effective. Just that you have a list of e-mails, made up of people who have signed up on your website or sales page; and a good email service that will trigger all the operational part for you.
Unlike your personal e-mail account, e-mails trigger tools enable the registration and sending bulk messages, and provides reports with data such as open rate, click rate and cancellation fee that will help you improve their sales strategy.
More important than creating emails attractive and hire an efficient shooting tool, it is to send the email to people who have already shown interest in your product. Therefore, you should only contact users who have subscribed to your site or who have made a purchase, because it is more likely that they identify more with that content.
Under no circumstances use paid listings, although its goal is to attract visibility for your brand. E-mails sent to purchased lists, and do not convert, even configured as SPAM , which means that it can never be clicked. Some practices can help grow its base of efficient and sustainable way, we talked about each of them in the post how to use email marketing correctly .
You followed our advice and created a list of e-mails only to users of your site. The next step: create new lists, target your leads according to the stage where they are in the sales funnel.
This segmentation is important because the email that you created will not always be relevant for your entire database.
Calm we said!
The audience lying on top of the funnel , is in the discovery phase. To say that she often even identified a problem and signed up on your list to learn more about it.
Leads the funnel half are in the consideration phase, ie, they have identified a problem and are looking for possible solutions.
Have users who are in the hopper bottom are engaged with your content for longer and this is the perfect time to show that their product is the best solution for them with cases and testimonials, for example.
Product: How to grow organic produce at home.
Funnel top content: Longevity: 8 tips to live longer (here you can enter “organic products” in one of the threads)
half funnel content: 10 benefits of consuming organic food
hopper bottom Content: As a housewife common life changed with organic food (in this type of email you may have a case of a client of yours and offer your product as a solution to their lead.)
You do not need a blog when you decide to create a product, but it is highly recommended that you create a channel of communication with your audience, if you want to boost your organic strategy.
Unlike the sales page, which is focused on the conversion, websites and blogs are spaces dedicated to leads of nutrition, in which you can share relevant content to your base and build your reputation on that subject.
Of course, to appear in the first organic search results you need to master SEO techniques and meet the quality standards of each seeker. In Google’s case it is considered more than 200 factors for ranking.
The good news is that one of the factors evaluated by the search engines is the relevance of their content to the user. That is, the more quality content you produce, the faster will appear on the first page in research related to keyword of your business.
Therefore, the blog or site are fundamental tools for Lead nutrition, fulfilling a role as important as the social networks.
Regarding the content ratio of 80/20 we talked about topic on Facebook also applies to blog or website: its output should be 80% focused on top funnel and 20% for middle and bottom. Remember that your sales page is already talking about your product and focus on creating a lasting relationship with your player and help you identify a problem.
Reach the first places in the organic search requires time and hard work and continuous SEO, and constantly adapt its content to keep her updated and consequently relevant page. This can and should be done, but until you reach the leadership of its market visibility you need to sell your product.
The option for paid advertising will save you time as you work your organic strategy. Currently, there are several networks where you can advertise your product.
From the moment you opt for paid advertising, you need to invest in the appearance of your ads, including creating images and text that dialogue with your customer potential and are inviting to click. But perhaps the most important part of creating an ad is targeting: you have to reach the audience that is more likely to buy your product, which can be done from the interests of their persona.
In this case you’ll be glad to know that there are several filters to segment your audience, based on the user’s location, gender, age, type of device used, preferences, profession, among others. You can combine more than one option to create a public even more assertive for your advertising and avoid empty traffic on your page.
Here on the blog we’ve done several posts about creating ads , both in Facebook and in Adwords. We also talked about remarketing which is another practice adopted by advertisers to reach people who searched for your product before, but for some reason did not complete the purchase.
If you got this far already realized that there are several ways to advertise your product on the internet. Up to you to choose the one or ones strategies that can bring the best results for your business. Feel free to consult this content whenever you need!
Take the opportunity to leave your questions or suggestions in our comments!