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Why the Second Sale is More Important Than the First

Why the Second Sale is More Important Than the First

There’s this three-visit strategy in the restaurant business. If you can get a person to return a second time, the chances are about forty-two-percent they’ll return a third. But if you can get a third visit, the odds you get a customer for a fourth visit are something close to seventy-percent. Then, you’ve got a customer for life.

Why you should care more about the second sale

The first sale is easy. Anyone can sell something to one person, once. You can trick a customer into a buying decision. You can give a ridiculous, money-losing discount to make the first sale. You can pay for a ton of advertising to make one sale.

To establish a buying relationship, however, is a different animal. Whether you own a restaurant, you write books, or you paint walls — the longevity of your business relies on the second sale… and the third.

Photo by Michael Morse on Pexels.com

Going further with this thought…

Example: I bought a mattress, sight-unseen, through the interwebs. The website was beautiful. The offer — amazing. The promises and guarantee — perfect. These folks got me to spend almost a thousand dollars on a mattress I never met.

But they only sold me once. I expected something different. I was sadly mistaken.

Their email marketing is terrible. Instead of re-categorizing me into a buyer’s list, all I get is a continuous stream of emails to convince me to buy a mattress I already own. They’ve done nothing to make the second sale. They probably never will.

They put all their effort into the first sale. All their marketing and affiliate plans. They’ve got very little to offer on the back-end besides more mattresses.

  • They could’ve up-sold me two-for-one, special pillows.
  • They could’ve sent me a great deal on sheets
  • or sleep masks
  • or those cooling pads
  • or a sweet alarm clock
  • or blackout curtains
  • or a sleep book
  • or sleep vitamins
  • or a meditation course

I spent almost two thousand dollars with these folks and I got little more than a “your mattress is on its way” email.

Photo by Gratisography on Pexels.com

Think of how many other offers they could send me in a weekly “sleep newsletter.” I was a big-ticket buyer and they totally missed their opportunity.

The following tips below can help you attract returning customers
  1. Send a soft ask on a frequent basis.
  2. Don’t hard-sell your customers. Instead, give them great reasons to return.
  3. Don’t wait too long to make the second sale.
  4. If you never ask for a sale, and a year later you make us a big offer, the rare offer may seem off-putting.

 

You can read more at: https://marketplacetechniques.wordpress.com/2019/10/05/why-the-second-sale-is-more-important-than-the-first/

Lighthouse Digital Results – A Case Study

Lighthouse Digital Results – A Case Study

The Local U Blog is dedicated to helping local businesses build and grow their companies and tackle any challenges they may face. We have interviewed Lighthouse Digital Results, a new digital marketing agency based in Washington, DC, to understand how the founder helped advise a small non-profit on best social media practices and the success that followed.

About Lighthouse Digital Results

Lighthouse Digital Results (LDR) is a digital marketing agency founded by Kate Zickel in January of 2019. It specializes in helping small businesses and non-profits build and grow their online presence through digital branding and social media.

Kate was inspired to start LDR out of the desire to offer a more personalized consultation service that traditional agencies fail to provide. Ever since opening its doors, LDR has always focused on delivering 1-on-1 service to its clients. The company’s clients include non-profit organizations that Kate is very passionate about, as well as product and service retailers.

Educating a Non-Profit on Social Media Best Practices and Growing its Presence Online

Kate’s Lighthouse Digital Results had recently secured a non-profit client for social media consulting. LDR’s goal was to educate the Non-Profit on the best practices of Facebook, showcasing the tools available on the platform and demonstrating strategies to leverage these tools (Facebook live videos, Insights, etc.) to increase reach (the number of people who’ve seen the content) and engagement.

Solution

Kate’s priority was not to only establish the Non-Profit’s content strategy but also to set up an editorial calendar for the Non-Profit’s Facebook page, scheduling content posts ahead of time and on a regular basis. Since videos encourage engagement over other forms of content, Kate also posted a combination of relevant video clips and Facebook live videos.

A strategy that LDR employed to dramatically boost reach was to form strategic partnerships with other like-minded and better-known organizations in the local community. Through these partnerships, the Non-Profit was able to increase the exposure of its Facebook page via backlinks (having the partner direct their readers to the page) and outbound links (linking to the partner’s website).

Although LDR’s social media consulting focused on Facebook, the firm also educated the Non-Profit on how to use Twitter to better engage and communicate with its audiences.

Results

At the end of the contract, Lighthouse Digital Results helped the Non-Profit triple its reach to 1.3 million thanks to the content strategy and use of strategic partnerships. The result also made the Non-Profit very excited about the new Facebook tools and the future possibilities these tools represent.

Kate’s Lighthouse Digital Results now has 15 and growing clients on the roster. The drive to produce high-quality content and achieve tangible results have not only attracted returning clients but also generated testimonials that build up a strong reputation.

 

Click HERE to Read the Full Case Study!

Understanding the Power of Experimentation for Your Next Marketing Campaign

Understanding the Power of Experimentation for Your Next Marketing Campaign

Is it worthwhile to carry out experimentation if you’re a marketer within a small company? The answer is a definite yes! Experimentation generates data that is turned into actionable insights, which ultimately lead to better marketing decisions. In today’s world, experimentation is crucial for growth and innovation. Below are easily implementable ways to get started on designing experiments and making them a key part of your marketing operations.

Work Backwards (and Make Results Actionable)

To make experiments well worth your time and effort, the experiments need to be able to provide results you can actually implement. Hence, actionable results should always be the goal of any experiment you carry out. Ask yourself what kind of marketing decision do you want to make at the completion of the experiment and let this decision guides how you collect data. This approach, in which you start from the end and work backward, prevents you from conducting an experiment that generates vague, unusable results.

Think Short-Term 

The most accurate and actionable experiments deal with actions that can be measured immediately, such as measuring purchasing behaviors to determine if the changes lead to higher profits. You don’t want to be measuring things that would take 20+ years to gather results like lifetime customer value.

Start Small

Experimentation can also be small at first. In fact, it’s highly encouraged as you don’t want to be overwhelmed when doing something unfamiliar. You can use experiments to determine optimal pricing for your product/service or even experiment on which type of email content is going to generate more leads.

Be Incremental

In conjunction with doing small yet manageable experiments, you also want to design experiments aimed at incrementally changing each interaction with your customers. You don’t want to overhaul an entire company website in one go. Rather, start by tweaking the landing page.

Seek Out Natural Experiments

You don’t need to treat experiments like they’re supposed to occur in a lab environment. The key to identifying natural experiments is to find treatment (affected group) and control (status quo group) groups that are influenced by external factors. For example, a new state law requires that you now have to collect tax from online purchases. You can create an experiment out of this external factor by measuring the number of purchases on your website before the online tax initiative against the number after the initiative.

3 New Mobile-Driven Consumer Behavior Trends You Should Know

3 New Mobile-Driven Consumer Behavior Trends You Should Know

Mobile usage is fast becoming the default way in which customers engage with your business. Micro-moments is a term coined by Google to describe the pervasive behavior arising from mobile usage – the demand for immediate information during the time they want to buy, do, and go. Micro-moments have been evolving and there are 3 new behaviors that are becoming prevalent today as a result of this immediate need to know.

The “Well-Advised” Customer

Customers want to be able to make the best decision by doing mobile search. Google has seen a surge in the use of the keyword “best.” Mobile phones have enabled customers to be able to retrieve this information much faster and easier.

The “Right Here” Customer

Customers expect information to be personalized to them based on their location. What this means is that customers now assume that your business will deliver relevant information according to where they are by simply typing in the word “dinner.”

The “Right Now” Customer

Customers are now using their phones to make more decisions last-minute and spontaneously. Hence, the urgency to find information immediately now and here has intensified. As a business, you can gain more customers by meeting and addressing their customer needs ‘in-the-moment’.

Read more on micro-moments at: https://www.thinkwithgoogle.com/intl/en-ca/consumer-insights/micro-moments-consumer-behavior-expectations/