Have a Plan!
If you fail to plan, you are planning to fail – Benjamin Franklin
This is the starting point for any undertaking. You have to start with a goal or two, in order to be able to track that goal, make the necessary adjustments, and improve on it.
Everyone wants more clients, higher sales, higher revenue, more profit, etc. But it’s only those that quantify their goals that can really track where they’re going and what they need to do to get there.
The one thing you should be absolutely clear on, is that in any industry, sales, is just a numbers game. Of every 10 people that look at your product or service, one may purchase it. This is because your product or service fits exactly within what they’re looking for based on quality, price, etc. It may not fit with the other 9 people. This is just an approximation and these figures could be 1 in 20, 1 in 50, or 1 in 100, depending how well your product or service provides a solution to the market. This proportion also decreases with website visitors, as opposed to in person visitors to your store. This number might be more like 1 in 100 or even 1 in 1000.
So start off with the concept that sales, is a numbers game. And figure out where you want to be.
Track & Test
In order to figure out where you want to be, you have to establish a baseline. Don’t let the fancy business talk scare you. This is a simple way of saying that you have to know where you currently are. If you’re getting zero purchases from your website, maybe you start by setting a goal of getting your first purchase within the next 4 weeks. So the first couple of things that you’ll need to do is increase how many people visit your website, and what they do on it. It’s pointless to have a website that attracts 1000 visitors, if they’re simply reading something and leaving. You have to figure out a way to interact with them. You can do this by having them signup for your newsletter (if you have one), providing them with some small piece of value (lead magnet) in exchange for their email address, or having them call you. This way, you can track actions and figure out what’s working and what’s not. If you’re capturing these leads, the larger the number of leads you get, the higher the chance of you getting an actual purchase.
So start with a visitor goal and a lead goal. As a rough example, for every 1 customer, you may need 10 leads, and for every lead you may need to get 100 visitors. Once you have some numbers to play with, you can start tracking things, and investing money in strategies that increase those numbers, whether that’s SEO, Facebook Ads, Google Adwords, Radio advertising, etc.
Follow Best Practices!