- Sending people direct to checkout – or to pages that aren’t satisfying Bob at the right stages of his/her experience.
- Not helping your visitors to overcome obstacles to buying.
- Answer questions offsite and onsite with well planned content.
- Share snippets or previews of that content on Social Media to bring people to your website.
- Preciprocate and deliver value early on and right the way through your sales funnel process.
- Improve the quality of your visitors by improving your content.
Without Having To:
- Spend lots of time guessing what content to write.
- Send people to the wrong place on your website to test what pages convert.
As you may have already noticed, we don’t describe digital media marketing as promotional tasks, but rather educational and trust building. Online marketing is about building relationships with your audience.
Preconditioning and pre-ciprocating are two terms you may never have heard of before.
These are two principles that we refer to consistently when talking about online marketing. They describe the intent to help our customers, to teach them, to help them understand and choose products and services that best suit their needs. And that is regardless of whether or not they are something we sell sometimes. If we know other products and services are helpful to the people who are our type of customers, why wouldn’t we want to do something to make their lives better?
Selling something online, more often than not, takes more than one visit by your potential customer.
Just like going on a date, the first time you meet, the first impression is important, but so is how the rest of the date goes.
Getting to know someone takes time, building a relationship with that person and earning trust is something that happens over a period of time.
So I think it’s slightly weird and awkward when I see some commercial posts on Facebook, Twitter or other social media platform that expect me as a potential customer to want to arrive on their website and buy something without giving me something to break the ice first.
I want to get to know who I am dealing with before I am happy to pull out my credit card.
Remember our me-me-me guy?
As opposed to this guy?
If the website Bob visits answers his questions, and clearly wants to help Bob. Then he is more likely to feel happy and comfortable knowing they “get him”. If they go the extra mile, and help Bob to define exactly what it is he wants, and help solve any concerns Bob may have, he might be grateful that they are interested in helping him before he is even close to buying something. The website is demonstrating that they value his attention, and are not wasting his time by jumping right in trying to sell something without first earning trust.
This is especially true for products that cost more. Bob needs to trust a website he is about to spend $350 on with a whole lot more than if he was spending $20.
The more “value” Bob feels he has received BEFORE he buys, the more he feels like he has already won. Bob may even feel like he wants to give back to the people who have already helped him.
This process is called Pre-ciprocating.
If you listen to someone during a coffee or dinner date, you can learn a lot about what that person wants or likes and just as importantly what they don’t like or want to avoid. You get to hear about their negative experiences so it’s easy to address them, or at least know that they are “tender” spots to work through.
It’s much easier to build a good relationship if you have something in common or understand the needs, wants and fears of your audience. So think about your social content as the warm-up chat before the date. GIVE and give a lot – give your time or information for free. And people will want to reciprocate.
Next there is Pre-conditioning
Creating content online is a way to serve and help your audience to believe in you and trust you – and create familiarity. If they feel good about you and your business and come to your website they are much more likely to want to do business with you.
This is especially true if you are willingly and able to address their concerns and/or help them to choose the right thing for them by explaining the options available and why they should consider each one. Do this without telling people to buy your stuff, but instead make it obvious during this process that yours fits their requirements. If they trust you and like both you and your products/services, they are more likely to decide for themselves that YOU are the best option to get what they want.
If you are open and honest about the things that can go wrong, or design features people have been complaining about – you build trust. You also show your audience that you WANT to help them.
Alot of people are scared of giving away too much for free. If you look at the statistics though, (just ask Frank Kern, one of the worlds best online marketers), people are way more likely to buy or even pay more for something if they feel they trust you and have already had a n enormous amount of value from you.
That value could be information, showing them how to avoid making the wrong decision when buying something, or a whole bunch of other things that are unique to your business.
Give first, and don’t be stingy. Giving doesn’t have to cost you much money, it may cost you time, but people who feel they have been well looked after BEFORE they buy, are a whole heap more likely to from you.
Of course some people will be sceptical the first time you to do this, too many people give away something for free and then immediately want something.
Surprise them! Keep the awesome coming – in little ways and frequently. I love it when people do little kind things for me, when they know what I like and what I enjoy. Or when they provide a solution to something thats bugging me!
That’s the art of pre-ciprocation!
How Do I Apply This To My Website?
Here is a base level rule of thumb to follow in this Lesson 6 worksheet, which we take you through in much more detail if you are one of our consulting clients.