Ah, now to the tasty part of any marketing strategy—conversion. It is now time to turn lurking, half-committed strangers into loyal patrons of your message & mission.
Due to the blow up in availability of just about every product available to mankind, it’s hard to differentiate yourself from others. Yet that’s exactly what you need to do—stand above the competition in your given market. Not by tagline, or brand color, or even brand voice.
Nowadays, it’s all about a profoundly new concept—cause.
Gravitating People & Converting Them to Your Cause
Why do we gravitate towards small entrepreneurship efforts, eco-textile, sustainable farming, all natural processes, and the like? We all want to take part in a cause, a claim for change we so passionately discussed when we talked about community.
Conversion starts with a goal—how do you want your community to act upon your cause? We have said that the individuals within your community are in one because they feel the need to affect change and that we must do. Conversion is all about instigation—riling them up to take action.
The first thing you must do? Ask.
Smalls Start with Sizeable Finishes: Asking Little & Asking Big
We have classified asking into two parts; the little ask and the big ask.
The little ask requires no money and ad hoc time, but demands a little commitment. The big ask requires a set time or a contribution of money, and therefore demands big commitment.
YouTubers asking first-time viewers to comment on their videos or subscribe to their channel is a little ask. It will cost you nothing more than a few seconds of your time but compared to what the world is experiencing, the universe won’t budge an inch. A big ask on the other hand is something that would require a customer’s resource in exchange for your product or service. This would include asking someone to buy your goods or acting on a discount coupon.
A big however is that conversion takes more than asking—more so asking not only once! Asking needs a follow through. One must always keep the excitement going thus, continually reminding your audience of the bigger picture—the big goal, that’s an effective way to keep your customers as customers. Remind them of how their actions can change their lives, how they want to fulfill a purpose or a mission, and how you of all people can and will help them accomplish this.
Making the Sale & Establishing Rapport
Once you’ve stirred your bystanders into customers, closing in on one sale is not enough. You are not then making a community, you’re simply making a sale—and that defeats the purpose of what we’ve built here.
What’s in it for them—free content, entertainment, even free stuff? Let them know what they will get in return and how valuable it would be in the long run.
Never forget to say thank you. Building a community of customers is all about building rapport. In building rapport, it is important to cultivate only positive emotions within that circle. The best positive emotion? Gratitude.
Appreciation of one’s efforts goes a long, long, long way and must never be underestimated. Find ways for them to be continually engaged with your message. Build trust. Listen to feedback and be like water.
The rapport doesn’t end when you close one sale—far from it actually. Now it’s time. It’s time to turn those bystanders into loyal supporters and passionate customers!