One of the biggest challenges marketers face is overcoming customer objections. In the old days of marketing, salespeople would work hard to convince prospects that they should take a specific action, like buying a product or service, over the phone or face to face.
The world of digital marketing has changed the way businesses and customers interact forever. You still have your customer service team, but that’s not always enough. Many people have objections and won’t bother directly reaching out to your business. Luckily, there are some creative workarounds for this problem.
Instead of participating in active conversations with every visitor, you have to strategically anticipate what potential customers want and overcome their objections using your website.
Today, we will share several must-see tips that may help you turn more skeptical visitors into loyal customers.
Ready? Let’s begin!
Highlight Your Unique Value Proposition
The first thing you should do is make sure visitors understand your value proposition. Imagine visiting a website and discovering that none of the products have a list of features or even a brief description. Odds are, you would say, “I don’t need that,” then leave without a second thought.
You want to avoid this situation with your customers and instead explain why visitors should buy your product or service. One way to drive your point home is to go beyond explaining features. Instead of saying, “Our product does (X),” You want to say something like, “Our product does (X), which helps you accomplish (Y) because (Z).”
When you use this format to explain the benefits, users can quickly determine if your product will help them reach their goals or resolve pressing pain points. This will take the guesswork out of their decision and can lead to a substantial boost in sales.
You can amplify your value proposition by including a detailed description and examples of people using your product. We suggest including videos on your key product pages. Research shows that landing pages with videos tend to get 80% more conversions.
Show Plenty of Reviews
Did you know you can use existing customer reviews to overcome objections? A whopping 72% of shoppers say they will not take action on a website until they read reviews.
In other words, new visitors want to see if current customers think your product or service is worth their time. There are several key places throughout your website where you should show plenty of positive reviews. Your landing pages, homepage, and product listings should all feature reviews that amplify your value proposition and build trust.
Let’s make one thing clear; if someone doesn’t trust your site, they will internally cite this as a reason for not completing their order. If, on the other hand, you can show that your company is reputable and trusted by thousands of other customers, you’ve managed to overcome one of the most troublesome objections faced by business owners and marketers alike.
Publish Relevant Blog Posts
Your content marketing strategy is one of the best ways to keep users engaged with your brand. Research shows that 70% of consumers prefer to get to know companies through their blog posts instead of direct marketing.
It’s possible to cover a wide range of objections with your blog. Remember earlier when we stressed understanding user goals and pain points? The information you obtain during this time can help you come up with a ton of great topic ideas.
For instance, the owner of an email marketing firm knows their audience wants help generating leads. They may choose to publish plenty of helpful, unique content that shows visitors how to grow their lead list.
If you can connect your product to the articles you publish, users will begin to see how your business can help them find success. Not only will this strategy help you build trust and overcome objections, but it can also help you get more sales. On average, 47% of shoppers read at least 3 blog posts on a company site before they make a purchase.
Cover Objections in Your Marketing Campaigns
Your email, social media, and push alert marketing campaigns should all address common objections. There’s a good chance you have followers and subscribers who haven’t placed an order on your site. They are somewhat interested in your product but still can’t decide if your value proposition is truly worth their money.
Because they are still on the fence, they will likely read your posts on social media and check out your latest email newsletter. If you can reach out to these people and help them overcome their concerns, they are more likely to become customers.
We suggest creating targeted campaigns for your various customer personas. In most cases, each persona will have a slightly different set of objections. Use what you know about your existing customers to determine how to approach each segment’s set of problems and goals.
You can also reach out to your existing subscribers if they haven’t placed an order in a specified timeframe. We like using emails and push alerts to connect with our subscribers and find out what we can do to get them to return for a repeat order. This strategy can help you reach out to visitors that placed an order once and seemingly forgot about your company.
Collaborate with Your Customer Service Team
Finally, let’s talk about your support team and how they can work through customer questions and concerns more efficiently. Like our last tip, users who reach out to your support staff genuinely want to give your product a try, but they need some convincing.
You can boost conversions and overcome objections in several ways. You should first make sure you’re sending everyone who reaches your customer service team a survey. Ask questions like:
– What prompted you to reach out to us?
– What product caught your eye?
– Did we resolve your question or concern?
– What can we do to improve your experience next time?
Use this information to develop your audience personas and marketing campaigns to match the needs of your visitors.
You can also take this data and collaborate with your team. We have a monthly meeting where we go over the most common questions mentioned by our customers. This information helps us plan future content and train our team by working through potential responses together.
As you can see, there are plenty of creative ways you can help potential customers and grow your business. The most important thing to remember is you have to keep an open mind. Personas, products, and objections change over time. If you regularly track your progress and understand how people perceive your brand, you can keep your customers happy for years to come.