Here are five best practices that work for marketers to convert their prospects into buyers, and then repeat buyers – basically fans that start following the brand with a passion.
1. Making a connection – Target people with their preferences. If they have not provided you with preferences, then give them options via an email or a direct mail piece. Watch what they prefer, and add that to their preferences. Use this information to create targeted offers for them.
2. Try to create a memory – Make sure that your copy and image are interesting enough for the recipient to remember. Also, make the call to action stand out. In an ideal situation the recipient will click through to purchase. If not, coax them to review your offer or even perhaps add the offer to their shopping basket which you can store for them.
3. Provide a trigger – Let people purchase a tangible asset from you. Even if this is a small purchase, it is a foot in the door. Solicit their feedback, their opinion, and seek additional preferences.
4. Follow up with more – Use the information provided to create a second order. Do this within 45 days and you will be well on your path to moving the one time buyer into a repeat buyer. Leverage this information to thank them and make them another offer within a 30 day period.
5. Keep score – Look at your results in real time. Test out offers, headlines, & prices. Keep an eye on your numbers and use this to come up with dynamic offers.
Marketers look at Recency, Frequency, Monetary values to make offers for prospects. Recency offers a great opportunity to re-engage fans, customers, or even prospects driving them towards more from your organization.
