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How To Use Marketing Channels To Drive Book Sales

Friday, September 8th, 2017

Introduction

Understanding how online and offline marketing channels can work together is essential for your book’s financial success. These channels, if consistently used together, can help you as an author achieve a sustainable competitive advantage. It will also help your book build a continuous stream of income.

Here is a short discussion and explanation about book marketing channels, and how they can help you become a more successful author:

What Is A “Marketing Channel”?

Here is the quick explanation: A marketing channel simply refers to the places where you can interact with your audience. Each of these places, or channels, allows you to show your audience that you have a love for, and expertise in, your particular micro-niche. These channels also give you and your audience a direct way to listen to each other, and share information. This listening and sharing process is how meaningful, long-lasting, and profitable relationships are built between you and your audience.

How Is A “Marketing Channel” Different From A “Sales Channel”?

Here is the quick explanation: A sales channel simply refers to the way your books are brought to, and sold to, the book buyers, or the end consumers. These channels include online bookstores, brick-and-mortar book stores, book distributors, wholesalers, and so on. These are typically called indirect sales channels. But if you are selling your book directly from your home or office, you are also part of the sales channel. This would be called a direct sales channel.

There are two major ways to look at the different categories of marketing channels available to book marketers. These are 1. online marketing channels, and 2. offline marketing channels.

1. Online Marketing Channels

1.a. The Online Marketing Channels You Control

What online methods, or outlets, are you going to use to talk to your audience? And show them you have something to say? This could, and should, involve your blog, article marketing, guest posting, podcasting, making videos, using Facebook, Twitter, LinkedIn, etc. All of these channels would become part of your social media marketing efforts, also known as your author platform.

1.b. The Online Marketing Channels You Don’t Control

Other online marketing channels include those that you don’t have direct control over. Such as blogs and websites that share or repost your blog posts. This also includes reviews of your book that are written and posted on other blogs. Or other bloggers that quote you or your book in their own blog posts. Or they share your infographics, or slideshare decks, or videos, etc.

2. Offline Marketing Channels

Offline channels can also directly affect your online marketing and sales. This includes all of your marketing efforts that are not done online. Some of the more obvious examples are using direct mail postcards and newsletters to keep your customers informed about new information that you believe they would benefit from. Another is sending your clients and customers reminder notices, or birthday cards, for example. And also calling them on the telephone, or texting them a message.

For example, if you are an accountant, you can ask your clients to share one of your online articles with their online audience. Or send your past clients a reminder notice about the upcoming tax season deadlines. If you are a chef at a gourmet food market, for example, you can chat with your customers face-to-face about food; give cooking lessons in your kitchen; give out free recipes, etc.

There are an endless number of offline ways to market to your audience. It doesn’t matter what profession you are in. It just takes some creative thinking, and a desire to share information, to find new and fun ways to build and connect with your audience.

Conclusion

You should now realize that utilizing online and offline channels together can create an extremely powerful and profitable way to market your books. By combining each, you will be creating a marketing program that will build strength and momentum that will continue to help you consistently sell books over the long-term.

7 Smart Ways to Design an Effective Checkout Process to Boost Conversion

Friday, September 8th, 2017

More or less, almost every eCommerce business faces the issues of consumer drop-off at a certain point of time. This is kind of unavoidable issue in the case of online businesses. However, according to some research among the eCommerce business retailers, almost 68% of the drop-off occurs in the checkout process. This means that customers add the items in the cart but don’t finally make the purchase. This is utterly frustrating for the online business owners. There are a plethora of reasons behind this drop-off scene. Here is a list of 7 smart ways to design such an effective checkout process that can help you to boost the rates of business conversion in an online business.

Simplicity is the Key to Success

Make sure to offer your customers a simple and short checkout process. When closing the sale is the main concern, do not distract the customers with excessive other available deals and ads. There is a high chance that the customers might lose interest to make the purchase anymore. Another advice is that do not ask the customers for unnecessary and irrelevant information. Ask only such information that is compulsory for completing the purchase process. Want your customers to ask for signing up the newsletter? Ask them only after the purchase process ends.

Make Mobile Site Intriguing

The more mobile technology is advancing, the more the craze of online shopping through various mobile websites is increasing. Hence, you should devise such an eCommerce site that works extremely well even if customers access it from their respective smartphones. Nowadays, making an online store mobile-compatible is crucial for augmenting the business conversion rate.

Don’t Charge Any Hidden Cost

When a customer finds out that he/she needs to pay extra bucks that they were not aware of before adding the items in the cart, they seem to abandon the purchase process. So, it is advisable that do not give a shock to the customers by adding some hidden cost when they are about to check out and make the purchase! Obviously, certain extra costs like shipping charges, taxes etc, are unavoidable. The good and honest practice is being straightforward with the charges. This way the customers would feel more secure.

Infuse Progress Indicator

This is crucial for letting the customers know the step-by-step process of purchasing. Infusing a progress indicator would help the customers to understand how much information they need to fill to complete the purchase process. This progress indicator works just as a guide throughout the purchase procedure. It is definitely one of the most effective ways to increase the conversion rate.

Provide Billing Option at End

Yes, this step is the most crucial one to close the sale but do not hurry up with the billing information! Let the customer finish and fill up all the necessary information first. Let them recheck the total number of ordered products along with the product details to make sure they’ve added the right products in the cart; let them re-check the shipping address. If you do this, customers would get an assurance and would feel a sense of care from your end that would help to diminish the abandonment rate.

Integrate Multiple Payment Options

The more payment options you offer, the more customers having different preferences of making the online payment would get the interest to buy from your online store. Hence, integrating multiple payment options can really work in your favour resulting in increased conversion rates.

Let the Customers Feel Safe and Secure

Making online payment means that customers need to give several sensitive account information. Hence, until and unless you let the customers feel safe and secure by offering a highly secure transaction method, they won’t buy from your site. You need to make sure all the information filled by individual customer remain shielded.

Thus, by following these above-mentioned simple and smart ways, you can offer your customers a robust and smooth checkout process that would result in enhanced business conversion.