Curious about the term “Sales Enable”? Is your present user experience and online message designed to merely educate or are you taking web visitors through the digital sales funnel on a path towards profitability? Everyday people search the web with a genuine interest in getting a problem solved. If your website is not enabled for sales, it is highly unlikely that visitors will organically convert to customers despite your clever use of Twitter or occasional blog posts.
To sales enable your website means that you use your precious on-domain real estate to consciously identify prospects pain points and offer immediate assistance therefore creating a relationship of value, foster trust, establish credibility, remove obstacles or allay fears that prevent your customer from doing business with you. In another post I explain this as the SPIN Principle. Most of these suggestions are elementary and your website might only need a tweak here or there. If that’s the case, Just Do It! Inbound marketing starts the life cycle of attracting strangers and turning them into happy customers. Following these tips will quickly increase your sales enablement.
1. Optimise Your Pages (SEO) for TOFU – Top of Funnel Users
Ensure your website is optimised for search engines and that your metadata is in order. This will enable your customers can find you easily. Your page should have quality keywords, an effective URL, page and image tags.
2. Use the KISS Principle.
Make your website easy for your visitor to determine where they can get their immediate need met or problem solved. Double check your navigation and reduce clicks where-ever possible. Remember, your site should not be a scavenger hunt! Your customers should not run into broken links or slow uploads. Check your site with your Google Webmaster account and give your website an audit to determine if it is sales enabled with the least obstacles to conversion.
3. Empathise with the Customer
Identify with your buyer. Create icons and images and guide them along the way through your site. Buyers should not second-guess themselves.
4. Create REMARKABLE Content Worth Sharing
The content should be useful for your customer and worthy of sharing. This should hold value such as in free eBooks, infographics, white papers, and demos. If you haven’t read it, I highly recommend reading The Purple Cow by Seth Godin. He’s one of the most inspirational authors I’ve read and this book instils the necessity of only doing that which is remarkable. Ask yourself the question – Would I share this? If the answer is no, do it again until you would.
5. Push to Start – Action!
Entice your audience to do exactly as you want them to. Place call to action buttons and links throughout your site. Make it colourful and incorporate images.
6. Create Customer Centric Landing Pages
This should be a unique page to fulfil that call to action button. It should have fresh and relevant content about your business that compels the visitor to leave their contact information. This is your lead generation form and will allow you to better segment your web visitor and respond to them with something that meets their specific need.
7. Help Your Customer (Without them having to ask you first!)
Blogging speaks to your customers and let them know what your business is all about but tha is not the primary reason your business should engage in a blog. Acclaimed author Jay Baer in his book YOUtility (another must read for any marketer or business owner) articulates ever so well that helping others first creates a relationship that fosters reciprocity. By giving some of your awesomeness away, your target audience will begin to see you as a subject matter expert and resource, perhaps even before they have arrived at a point of purchase for which to consider your company, product or service. Scott Stratten, in his Book of Business Awesome cites some great case studies about companies who deliver awesome — another book I highly recommend. Regularly giving some relevant helpful tips on a blog will deliver in spades. It’s important to follow Rule #6 as it relates to REMARKABLE otherwise your audience won’t engage with it. Remember to mind your meta-data so that the main gist of your blog post is discoverable for Google, Bing and other search engines.
8. Spread the Love!
Creating helpful and interesting articles for your customers and potential clients on your website it terrific, but it will serve you so much better if you share your content on social media websites wherein your customers congregate like LinkedIn and Twitter. Whilst Facebook is less formal, it is likely that your clients and employees are using the platform and would like to LIKE and SHARE your brilliance. Join relevant threads and offer a link to a post written on a key pain point is a great way to be helpful and bring interest and high quality traffic to your website. Ensure that your website and relevant content pages are social sharing enabled by adding plugins that make it simple for your customer to “sneeze’ your wisdom.
9. TRY SHOW over TELL – Use Captivating Images, Infographics and Video
Facebook has demonstrated the power of images on the web and Instagram’s sale of $1b further iterates that we love to look. A picture truly is worth a thousand words, but a video is worth a million. Surprise your web visitor with an explainer video, a face to face greeting or welcome and try using infographics to engage and make points that are data rich. We refer to this as “rich media” content and it scores significantly higher for views, shares and comments than static articles. Consider adding explainer videos, video testimonials and how to’s as a first means to sales enable your website with meaningful and engaging content.
10. Remember the Kevin Robert’s Golden Rule
Great design fosters mystery, intimacy and sensuality according to modern MadMan Kevin Roberts, Saatchi & Saatchi Global CEO and author of Lovemarks and SiSiMo — (two of my trusted marketing primers). Develop your website and content with your customer at the heart of it all. Make it a great experience for THEM not a vanity piece or a shrine to your brilliance. Create fun and interactive pages that tell a story and evoke desire. Consider incorporating dynamic widgets, gamification and personalisation.
If your website doesn’t do these things, it probably isn’t sales enabled. For more information on how to sales enable your website, fill out this form for free Sales Enabling Health Checklist — our DIY cheat sheet that will get you on your way. Click here.
Author Note: I wish I could take credit for all of these great tips, however, many I have learned along the way through the many books and whitepapers that I have read over the years. If you are a client of mine, you have probably been given a reading assignment or many and I’d like to acknowledge Jeremiah Owyang, Seth Godin, Scott Stratten, Jay Baer, and Kevin Roberts for continuing to do what they do. Post by Stephenie Rodriguez – Tweet her @Digitalgodess