5 Digital Marketing Mistakes, That Once Fixed, Can 10X Your Online Sales Conversions Within Minutes (Part 2 of 2)

Photo Credit: MyVenturePad

Just ONE of these five digital marketing mistakes could be costing your business MILLIONS

By William Ballard

If you haven’t read the first article in this two-part series I would encourage you to do that before reading on. You can check it out by going here.

.....

Okay … by reading on I’m assuming you’ve read the first article and have done a thorough evaluation of your business as it currently stands.

And you’ve begun making any course corrections you may be needing to make if you’ve found yourself committing at least ONE of those first three digital marketing mistakes that I shared in the first article.

If you’ve read through the first article and found that you’re one of the few that are a bit more advanced when it comes to digital marketing, and notice that your company has not fallen short in those first three areas, then I want to congratulate you and give you a virtual pat on the back.

However, just because you’ve been on top of things when it comes to the digital marketing department of your business doesn’t mean you’re out of the woods yet.

You see, I know that every company is, at least, suffering in one of these five areas. If you’re not suffering in the first three, then you are certainly falling short in one of the following two.

To that end, let us move on to the next two digital marketing mistakes in this series.

Digital Marketing Mistake #4:

You got drinks for sell but prospects aren’t thirsty – what do you do? 

Photo Credit: Top10GrocerySecrets.com

Imagine it’s a hot summer day. You’re walking down the street, and you notice a lemonade stand.

Well, the chances of you buying a cup of lemonade increases because just the mere image of that lemonade stand in front of you reminds you of how hot it is, and how thirsty you are.

If only every business worked that way …

The fact of the matter is this: As a new digital marketer, you’re going to be using content marketing as a marketing strategy to build your customer base.

However, when doing so, you’re going to be attracting some people who aren’t, necessarily, thirsty yet for the “beverage” you have to offer.

In other words, some of the people that you begin to get the attention of through your new digital marketing efforts don’t necessarily realize, yet, that it’s “ summer” and that there’s a lemonade stand in front them.

Some of your new readers may plan to get “thirsty” for what you have to offer at some point in the next few weeks. But then there are others who may never get thirsty for the particular “beverage” you have to offer.

However, each type of person knows a lot of thirsty people who might, so they may want to refer you to their network of friends and colleagues later on (we will talk more about that here in a minute).

What you need to do is find a way to keep your new audience interested and engaged until they’re ready to make a purchase (buy your beverage). Just because they may not be ready now doesn’t mean they won’t be ready down the road.

The truth is: Most of whatever kind of money you will ever make in business will be in follow-up. Or through passed or current customers.

In fact, it has been said that most sales are never made until, at least, the seventh or eighth communication.
​
With that said, there are a lot of ways to do this. None of which are quick fixes. But one strategy that you can start to implement this week is to put together an autoresponder series as a way to double up on your email marketing efforts.

Related Article: 5 Ways to Write Persuasive Marketing Emails That Compel Readers to Take Action

An email autoresponder series is a sequence of messages that are sent to your new email subscribers once they respond to one of your calls-to-action (refer to digital marketing mistake #1).

Another way of describing an email autoresponder series is what is known as a lead-nurturing campaign. It’s a brilliant way to start building a relationship with your new prospect until they’re ready for the “beverage” you have to offer.

In fact, let me ask you this: Did your parents ever tell you not to talk or accept something from strangers? Mine sure did. The reason for this was because they had either read or saw stories in the news of kids being enticed by candy only to be drugged and then kidnapped.

Well, your new prospects don’t know if the “beverage” you have to offer may drug them, so instead of taking a bite of the so-called “forbidden fruit” they would rather get to know you first and feel out your spirit or heartbeat.

In short, they want to make sure you’re genuine and trustworthy before they buckle down and buy anything from you.

You probably won’t be able to write an entire email sequence this week.

However, you can certainly get one or two messages written this week, and then add one or two the following week until you’ve got a nice series of messages that build a relationship with your new prospect until he/she is finally ready to buy (or refer).

Also, remember email messages don’t need to be as long as articles. So, no need to really get overwhelmed with this step.

Action Step This Week: Do you have an email list? If so, start with an autoresponder sequence outline that is benefit-driven and will keep your readers interested and engaged.

Then, before the weeks over, write that first message and get it into your contact management system as soon as possible.

Don’t have an email list yet?

No problem, subscribe to my list to learn how.

Digital Marketing Mistake #5:

Hey! I’m an existing customer, why have you forgotten me? 

Photo Credit: WordStream

I touched on this briefly in the mistake above but I want to really hit home with it now. You see, the thing that I see from new small business owners and entrepreneurs the most is this: They don’t capitalize on their existing database of customers.

In fact, consider this: Can you imagine going on a date with someone that you are extremely attracted to, and everything looks to be going great, but then afterward, you never hear from them again?

Look, remember this: the easiest sell you’ll ever make is a second sale to an existing customer. It cost more to attract a new customer than it does to woo a customer that already has bought into what you have to offer, who trust you, and who thinks you are the best thing since sliced bread.

You see, existing customers are your company’s brand ambassadors. They can bring new business in at least three specific ways:

1. They can purchase a higher-end product, which is the fastest way to increase your profit margins.
2. They can refer to their friends. But this means you would have to really WOW them with your product — as well as with the service they receive.
3. They can make your marketing content go viral. Content like blog posts or email newsletter articles.

Now, with all that said, you need one key strength to make all of this work. You need to genuinely care about your customers, and you have to let them know how much you care frequently. As the saying goes, "No one cares how much you know until they know how much you care." 

You see, to be honest with you, there are many companies, both large and small, who run what I call a “transactional business” as appose to a “ relational business.” In other words, they're all about making money rather than serving the person.

Related Article: 3 Core Competencies of a Highly Effective Content Marketing Specialist

That particular business owner might send an occasional discount offer here and there, but they rarely do anything to nurture the relationship and make it more meaningful for both parties. Don’t let that business owner be you!

Now, while you might think your action step would be to put together some kind of special offer to go out to existing customers, you need to do one important step first.

Action Step This Week: Think of a small (but BIG) way to surprise and truly delight the customers who have already bought from you. Consider the following:

• You might look into providing some kind of free gift that you know your existing customers really want. It could be one of your own products, but it doesn’t have to be. For instance, consider giving away a few new iPhones, or buy their gas for the month, or a month of groceries. The possibilities are endless.
• If you’re an author, you might consider giving away your new book for free as a thank-you to those that have bought from you before.
• Maybe your existing customers really want a certain product that you’re an affiliate of. Well, why not find a way to provide them a nice discount through your affiliate partnership?

The truth is: This list can go on and on. You’re only limited by your own imagination. What can you offer that will WOW your existing customers all over again?

You see, the more you can provide the WOW factor time and time again will increase your ability to win that existing customer over and over again with a new sale here and a new sale there.

It’s just like being in a romantic relationship. In other words, once you’re married the dating and courting doesn’t stop.
​
The truth is: It actually just begins.

---

Now Over to You

Look, as I mentioned in the first article, if you’re like me (which I think most of you are), I know you’re busy running your business, and I know that you probably won’t have time to get all five of these “action step” items crossed off your list this week.

Therefore, I suggest picking the main ONE you think will benefit you the most and get it into your calendar right now.

By this time next week, it should be finished. Then, you can go over this list again and schedule any more action items that you think make the most sense in regards to the current season or life cycle your business is in.

Are you making any of these five digital marketing mistakes in your own business? If so, which one, and which action step are you going to start implementing this week? Let me know in the comments below.

Related Article: Content Marketers: 3 Ways to Make Your Content More Engagement Worthy

---

William Ballard is one of the most sought-after business and leadership coaches in the world. As founder and CEO of William Ballard Enterprise, his core business development and leadership programs are designed to be a catalyst for entrepreneurs and leaders who want to enhance performance and make a meaningful difference in their business, their lives, and the world.

Of William’s many awards and accolades, his writing has appeared in Entrepreneur.com, Writer’s Digest, Wealthy Web Writer, THRIVE Global, and others. His newest book, Success in 3D: 3 Fundamental Pillars to Professional and Personal Achievement — — pre-launch party to be announced.

---

---