Getting consumers to buy their products is among the top priorities of all B2C businesses, regardless of size and location.
Unfortunately, it seems big corporations have all the advantages in this field, since they tend to get the word out with their large distribution networks and endless marketing budgets.
However, there’s no reason to be pessimistic. Thanks to the internet, small businesses have an array of resources and opportunities that were unimaginable even a decade ago.
Read on and discover the top five ways to reach and influence your consumers.
Platforms like Facebook, Twitter, and Snapchat present a marketing gold-mine to small businesses. According to a recent survey, 3.196 billion people use social media worldwide. And this number keeps growing by 13% each year.
Any small business can connect with a large number of consumers via social media, but there are two things you need to do:
- Figure out which platform(s) your target market prefers; and
- Reach out to them.
This sounds a lot easier than it actually is. Social media is overcrowded and you need to have a strong marketing campaign to grab your consumers’ attention and influence their behavior.
Start with paid ads to introduce your products and gain followers. Once you have enough followers, you can move on to organic campaigns.
But how to introduce your brand?
Psychology has shown us that people are more likely to engage in an action if they’ve had a positive experience beforehand. For example, if a person collecting donations hands out little trinkets like candy, people are more likely to stop and donate.
Because they’ve been given something, they feel the need to reciprocate.
Use the principle of reciprocity to increase your conversion rate and influence your consumers. Offer potential consumers a gift to get them in the mood for shopping. Your gift doesn’t have to be big or extremely valuable; anything is fine as long as it creates a positive experience for consumers.
Let Them Feel Good About Themselves
Humans are fragile creatures in several ways. According to psychology, self-confidence is a scarcity for many people, even for those who seem the most self-confident. This means that people are subconsciously looking for ways to reinforce their positive image of themselves.
You can make the most of this by creating a positive message around your small business or your product, and publishing it on social media.
Research has proved that people are more likely to share content that makes them look good. If you send the right message, your article will go viral in no time, and help influence prospective buyers.
Your message should revolve around how your business and/or your product helps make the world a better place. For optimal conversion rate, try to formulate it in a way that appeals to your target audience.
For example, if you’re targeting young gardeners, you can emphasise your business’ commitment to preserving the environment.
Less is More
New parents are familiar with the feeling of walking into a baby store and coming face-to-face with two hundred different types of strollers. A great selection poses a huge dilemma: which one to get?
This phenomenon is true for virtually everything in life, business included. Offering a smaller variety of products often creates more conversions than presenting consumers with a large selection.
Offering a smaller variety of products often creates more conversions than presenting consumers with a large selection.
You can apply this principle to other aspects of your business as well. For example, reduce the number of menu options on your website, and see how that affects conversion rates.
Offer your consumers a great shopping experience. Whether you’re mainly selling online or in brick-and-mortar shops, aim to design a memorable and very pleasant shopping experience that will influence your consumers and make them want to come back for more.
For example, offer the most convenient payment methods. This usually enhances conversions, since painless payments can help consumers make up their minds about a purchase.
And if you’re treating your consumers to easy payments, why not treat yourself as well?
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