So your customer has a problem to solve, but how do you let them know YOUR product is the one to solve it? This is where you start moving your customer from the awareness stage to the interest stage of the eCommerce sales funnel.
In this episode we’re talking about how you can introduce YOUR product to your potential customer in a way that doesn’t feel sleezy or too salesy. The tactics we’re going to talk about today will also help you build your email list + YOU KNOW how much I love email.
What You’ll Learn:
- How to move your customers from the awareness stage of the sales funnel to the interest stage
- How to grow your email list
- What type of content to create for customers in the interest stage of the ecommerce sales funnel.
- How to engage with your ideal customer on social media
Podcast Episodes Mentioned
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Read the Full Episode Transcript
Today’s episode is a continuation of a simple 4 step eCommerce funnel that we started last week.
The four steps are awareness, interest, purchase, and repeat. Last week’s episode was all about Step 1: Awareness – go back and check that one out. When creating content for the awareness stage, always include some type of call to action, such as signing up for your email list, leaving a comment on a social post or even sending you a DM.
Once that potential customer takes that action, they enter the interest stage of the funnel. This means they’ve likely realized that they have a problem that needs solving and consider your product as the solution.
In the awareness stage, we talked about answering your potential customer’s questions and educating them on what they might be missing. Since these people don’t even necessarily know they need your product yet the content you create is about educating them on their need for a product like yours.
How to go from awareness to interest
When I started my business, I built awareness by educating people on the value of email marketing for eCommerce. Sharing my success using email, I talked about how I generated 20% of a seven-figure eCommerce revenue through email marketing and shared statistics like the fact that email has an average ROI of 40:1. I also talked about how my systems allowed me to make more revenue with email marketing while spending less time on the platform. All these things built awareness.
Once eCommerce entrepreneurs started understanding how valuable email was, they needed to know how to do it. By creating a freebie them, The Top 10 Email Marketing Mistakes and How to Fix Them, I was able to move them from awareness stage to the interest stage. Signing up for my freebie tells me they’re interested in learning more about how to do email marketing.
At this point in the funnel, I’m educating them more on the power of email and giving them quick tips and tricks so they can see immediate results. Once they start implementing the strategies that I outlined in that freebie and they see those quick wins, they start to wonder what else email can do and want to dive even deeper.
With many of my podcast episodes, I include freebies or content upgrades to support the episode. In episode 7 talked about the number one reason you’re not able to pay yourself from your business. The episode builds awareness around the fact that many eCommerce entrepreneurs are not paying close enough attention to their metrics. Once my listeners heard that and realize how important it was for them to keep track of their numbers, they took action and downloaded my freebie, which moved them into the interest stage of the funnel.
Use content upgrades to promote your product
Time for a product example, since most of you are selling a product. Let’s say you’re selling an all natural cleaning product and your ideal customer is a mother with young children. At the awareness stage, you might be talking about how to create a healthy environment at home for your kids. At this point, you will be talking pretty generally so you might mention things like child safety locks on windows, gates at stairs, locks on toilet seats, so they don’t bang their teeny little fingers and of course, avoiding toxins in the home.
To get them from the awareness stage to the interest stage you‘ll want to give them a call to action, which is where your content upgrade comes in. You’ve already mentioned avoiding toxins in the home and one of the culprits is traditional cleaning products. You can start talking about your product as one of the solutions by creating a freebie or a content upgrade. For example, The Top 10 Products You Need to Lead A More Natural, Healthy Life, which, of course, includes your product as one of the top 10.
If you’re a boutique owner selling clothing and jewelry, it can be a bit harder to wrap your head around how to position this content. Consider your ideal customer and why they would buy your products. If your ideal customer is a busy mom, then you can take the angle of how to look put together while being comfortable enough to run after your toddler.
If you sell workwear, maybe you want to talk about how to command more attention in meetings. Think about who she is:
- Why does she decide to buy specific styles or types of clothes or jewelry over others?
- What does getting dressed and putting that outfit mean to her?
- How does it make her feel?
- How does she want to feel?
Then speak to the women in those answers.
Another content upgrade idea is creating a quiz to uncover their personal style, which leads them to the items in your assortment that would fit them best. A cool feature of Klaviyo is the ability to create a quiz in Typeform and integrate your customers answers into Klaviyo. The results will be recorded on the customer profile, which you can use later for segmentation and filtering. It’s super fancy, super cool and really helpful.
A simpler version of this is a wardrobe checklist which includes product recommendations from your own assortment. The goal of the content upgrade is to get them to start considering your product and ultimately move from the awareness stage to the interest stage.
Use email to nurture your audience as they move down the funnel
Once you’ve got them in the interest stage and it’s time to continue educating them and nudging them down the funnel to make a purchase. Since they entered the interest stage by signing up for your email list, it’s really easy to start talking more about your product. The best part is you’re going directly into their email inbox. Email is a really great way to get more personal, so introduce yourself, your company, why should they buy from you and what makes your company and/or product special as well.
The email inbox is a sacred space where you can personalize your emails with placeholders using their first name and show them recommended products based on what you’ve learned about them throughout this process.
Let’s say you have two main articles for your awareness stage, which come with two separate content upgrades, it’s possible that the person who signs up for one content upgrade may be different than someone who signs up for the second one. The content that you’re sending them after that might be different.
Move potential customers from social media to your email list
So far, we’ve been talking about content upgrades through email but what if the CTA is engaging with you on social? First of all, go ahead and engage back with them by replying to their comments or DMS or visiting their profile and engaging with their content through likes and comments. Nudging them down the funnel through social media is going to take a little bit longer, but remember that your goal is to get them on your email list because that’s a platform you own. If social media goes away tomorrow, you still have their email address, which is worth way more than a gigantic social media following, I promise you that. If you can’t get them to sign up to your email list right away, at least get them to go to your website so you can pixel them and retarget them with ads later.
To get potential customers from social media to your email list or website, you need to be intentional with the content you’re crafting. Include calls to action which encourage actually joining your list. When you tease them about new product launches or sales let them know if they want to be the first to know when your latest product drops, they need to sign up to your email list. You can even offer them a first time discount trick.
When to use a content upgrade versus a discount offer
When I’m talking about content upgrades, these are for the most part going to be included in your awareness content. Awareness content is ideal for SEO to build organic traffic and if you’re using Pinterest in your marketing mix, definitely promote this content on there as well.
People who are reading your awareness content might not even know they need your product yet, so offering them a discount at this stage is not going to be valuable to them. The discount really comes in when they’re in the interest stage, inching their way towards the purchase.
Discount codes will have the biggest impact on the people who have already been following you on social media for a while or those who have already figured out they need your product.
Keep your discount offer code on your website welcome pop up because when someone comes directly to your site or clicks through from an ad, they are already further down the funnel. They’re already in the interest stage and they’re on their way to purchase so the discount has a good chance of conversion.
Offer a discount code to those who have transitioned from awareness to interest and are in your nurture email series. When someone is teetering on the edge and they’re trying to figure out if they should or should not buy your product, a discount code, or free shipping or free returns is a really good justifier for making that first purchase because it relieves some of the risks.
So, download this week’s freebie which includes a recap of the funnel and the type of content to create at the interest stage. Then start brainstorming what content upgrades you can create to make the progression of reading blog posts to sign up is very natural.
If you have questions about this or want feedback on your ideas for applying this to your business, come on over to the eCommerce Badassery Facebook group and let’s chat about it. Thank you so much for hanging out and I will see you on the flip side!