For solopreneurs, getting to the point of launching and selling your product can seem like the end of a long journey. It’s a great achievement, but it’s really only the start. A strong product launch is great, but after the initial spike, sales can fall flat. How do you keep sales of your product alive? Follow these tips to keep interest and income flowing.
1. Advertise – Socially
You can’t always rely on organic audience growth to keep sales coming. Sometimes you have to advertise to get your product in front of the right people. There are lots of options including pay per click advertising like Google Adwords. But in this more socially connected era, consider advertising on social networks.
The right network depends on your audience. If your product is aimed at the business market, then LinkedIn is a good bet. Oktopost research says that LinkedIn is responsible for 80% of social media leads for B2B marketers. But for B2C and among those who use only one network for promotion, Facebook is the clear winner.
2. Get the Price Right
As we’ve mentioned before, getting the price right makes the difference between getting the sale and having potential customers click away. Believe it or not, product pricing is a science and showing buyers they will get value while including subtle psychological triggers will help you make sales. Try strategies like:
- including the number 9 in the price
- bundling items together to offer savings for customers
- anchoring and bracketing prices. If there are three options, people usually choose the middle one
- pay what you want
Get more tips in our recent article: How 14 pricing strategies can bring in the dollars.
3. Use the Upsell
There’s nothing that makes you happier as a shopper than feeling you’re getting something extra. The bundling strategy mentioned above is also related to the upsell. A study published on the UK’s Small Business site shows that highlighting the possibility of saving on delivery costs by buying more was influential for 83% of shoppers. Other upselling techniques like highlighting best selling products, related products and other items bought by shoppers were also effective.
This is a feature that’s available for your Selz store which shows recommended items. You can showcase related items while people are browsing or include them at checkout time. Our own research shows that this is proven to increase sales: we’ve seen our users increase average order values by up to 50% simply by making additional and related items available when people are browsing and buying.
4. Give a Discount
Similarly, saving money is a big motivator in online sales. A study by RetailMeNot found that:
- 68% of consumers believe digital discount coupons make them see the brand positively and increase loyalty.
- 59% said a coupon was the best promotion an online retailer could use
- 55% of those using coupons on smartphones will spend at least $25 more than those not redeeming coupons
You can see why this is a key strategy for boosting sales. Adding discount codes to your Selz store is a simple two-step process. Check out our advice on 7 types of discounts you can offer to get started.
5. Let Shoppers Use Paypal
People want to pay using the method they trust most. Customers can purchase with Visa, Mastercard or Amex or PayPal. Like it or not Paypal is one of those methods. Recent research from Forrester showed that half of US Paypal users would trust the site is its mobile wallet provider; for those who didn’t use the site, their bank or credit card provider was most trusted. With 72% of Americans having a Paypal account and more than 152 million registered accounts, you can’t afford to ignore Paypal. It’s a huge sales driver (and it’s built into your Selz store, too).
6. Offer Social Proof
Social proof is one of the most important aspects of your sales process. That’s because consumers believe other consumers more than they believe your marketing. Social proof builds trust; that’s why we always look for product reviews when visiting major online retailers.
Encourage your customers to review your products. Options for this are:
- using the integrated Disqus and Yotpo apps to collect feedback on product pages.
- encouraging comments on your website, social media profiles and external reviews sites.
- rewarding your customers for reviews. (Authors Sean Platt and Johnny Truant sometimes offer a new book as a thank you for a review of an older one.)
7. Work With Your Fans
When you ask for reviews or get comments, some people will stand out as raving fans. These are the people who are first to check out your new products and first to share them. Working with these advocates can be a powerful way to get the word out about your product. You can do this manually, or via an advocate marketing tool like Influitive (see an interview with the CEO which explains the process) or an influence marketing tool like Appinions. You can even run social influencer campaigns via sites like Triberr.
8. Optimize Your Website
Never underestimate the value of a stellar web presence for keeping customers and potential customers interested in products and visiting your online store. Items to address include:
- writing great product descriptions
- including appealing product images
- using search engine optimisation (SEO) to help search engines and people find you (Search Engine Watch says using best practices could double your sales)
- split testing all aspects of your blog or website so you can see what works best and what you need to improve You can use tools like Optimizely or Visual Website Optmiszer.
9. Market with Content
The stats are clear: if you use content marketing get more leads and more sales. One key aspect of that is blogging, as Neil Patel’s case study shows. At one point, he used blogging to generate $20,000 in sales for every post he wrote. Even on a smaller scale, it’s a strategy worth emulating.
You can also create content related to your products or to issues your customers are trying to solve. This could include infographics, videos, podcasts, white papers and more. All of these are popular and widely shared content types.
However, it’s also useful to get the word out by having your products featured on other sites. You can do this by:
- writing guest articles for other sites. This post from BloggingWizard.com has some great practical advice on building your business through guest blogging
- making yourself available as an interview source on sites like HARO
Both techniques give you access to new audiences who might not know about what you have to offer.
With these nine techniques, you can maintain interest in your product long after the initial buzz has died down. Be warned: this isn’t a one-shot deal. It’s something to work on week in, week out for all your products so you maintain momentum and win some sales!