Selling a digital product through digital channels is even more difficult than selling a product directly. In case of direct selling, you are often in contact with the buyer and the compelling forces you use for selling are mostly perceivable. But for digital products your design, digital marketing efforts and your brand’s promise are mainly instrumental in doing the job. Thus it is important to know what sells and what does not and it’s even more important to know how the mind of the consumer works as you have to strategize accordingly.
The task of the marketer is to guide the buyers by attracting their Attention, arising Interest, raising their Desire levels to finally guide them to Action. To guide the buyers’ journey through all these four stages and eventually persuade them to buy, the marketers have to arrange the baits according to general consumer psychology and keep away from distracting them.
With more information hungry and highly empowered buyers the way we do business today has diametrically changed. Customers get engaged with companies and brands much before the marketing, or the sales department contacts them. The brands have to ensure that they treat these prospects well in their buying journey when they educate themselves and attempt to build the trust with the brands. These factors make it mandatory to nurture the leads meeting the prospect’s expectations by realigning technology with the business models so that the highly knowledgeable customers of today are effectively engaged at every touchpoint. In other words, you have to formulate a compelling and overwhelming plan for digital customer experience. Here is how to do it and sell the digital products effectively.
Know the Customers First
Before you jump on to any action like sending emails, writing blogs or building a mobile app, the first imperative is to know your customer to the extent possible. Find out who they are! What are their wants and preferences? What are they most likely to do? Find out as much information you can about your customers. Create a proper buyer persona and try to find out who are you exactly going to communicate with. Who is interested in your products and services? Once you find answers to these above questions, formulate a content marketing strategy and start creating content. The stories you create and the ones that you tell your prospects should be according to their mindset, and these should arrest and captivate them. Create the story around the preferences and choices of your customers’ persona and then start marketing your content through appropriate channels which would ensure higher engagement and better customer experience.
Know the Context
It is important to stay current and relevant by knowing your customer, your own brand and the context in which you are communicating. The attempt should be to enhance and optimize the user experience at every touchpoint which can only happen if you have a clear understanding of the context of communication with the implementation of the newer technologies. There is no doubt that your customers like new technologies and multichannel communication for which you need to find out ways how this technology can enhance their experience.
Map the Journey of your Customers
A crystal clear understanding of the buyer’s journey is crucial to map the customers’ journey. Take a count of all the digital and physical touchpoints of the customers with your brand and assess the quality of experience they go through. Analyze the customers’ behaviors at each touchpoint and map the digital journey of the customers. A journey map of the customer allows you to understand the quality of interaction of the prospects and customers with your brand. After identifying the areas of improvement, chalk out the right technology along with appropriate business models that would enhance engagement at every touchpoint.
Adopt the right Technology
Customer empowerment can only happen through the timely adoption of the right technology and acting digitally through all the channels. Design a fabulous customer experience model for all the stages of the customers’ journey.
Monitor and Measure
The qualitative aspect of the customers’ journey can only be assessed to a considerable extent if you track and analyze the data at every touchpoint. Define your selling objectives and have a quantitative goal. Assess all the metrics and have a proper measurement system in place to ground your strategy, well founded on the reliability of the numbers.