As Lehigh Valley seniors face or live in retirement, some may be attracted by the idea of starting an online or brick-and-mortar business. Modern wisdom dictates that you must have an online presence for customers to discover you and easily find what they need, be it merchandise, advice, services, or whatever you have to offer.

If you want to be confident that you’re generating as many sales as possible, you need to create a marketing strategy. You also need to find ways to leverage digital sales channels, because this is the best way to measure your goals while refining your approach as a whole.

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Develop a Persona

One of the first things you need to do is develop a persona. A buyer persona suits a specific group of customers. The strategy here is to identify who you are selling to so you can develop your reach appropriately. You can use customer interviews to capture the felt needs of your customers, then create a website that effectively meets those needs. You need to project a professional persona and make sure your site is easy to navigate and it appeals to your ideal target audience. Important things to keep in mind when trying to sell any product include the age, occupation, gender, and location of your audience. If you can determine these, you can create ways to connect with them on a deeper level.

Email Addresses

When working with digital products, you need to find ways to capture email addresses. This is essential if you’re providing something of value, such as giving your users tips or updates. Discount vouchers can be offered via email, too. In order to catch and keep customers, you have to make sure that you’re offering real value rather than perceived value. The last thing you want is for your customer to think that you ripped them off just to get their email address. You also need to entice them to come to your site over and over again. This is important because people often conduct research before buying. Use your emails to give your customers a reason to return, and to convince them to buy from you and not a competitor.

You may be cheaper or better than your competitors and this is a top selling point, but at the same time, you have to prove to your customers that you are providing this true value. If you can’t get your selling points across, this could cause you to miss golden opportunities when it comes to lead generation and sales.

Build Trust

Prospective buyers will probably have a lot of questions and they may even have reasons for not buying from you. Make sure your site addresses these concerns properly, especially if they aren’t covered by the general content you’re providing. A page of FAQs combined with a testimonial page are vital resources and can be a great way for you to establish credibility. Depending on the business you run, you may want to offer a free sample or you may want to create a demo video of your product or service. Having a secure transaction API can show your customers that you can be trusted, which is key to attracting, pleasing, and keeping customers or clients.

Use Social Media

Social media is a great tool for you to leverage and is a very good way for you to build some “buzz” around your brand. It also allows you to target and reach your ideal audience. When using social media, you need to focus on a few key platforms rather than trying to do everything at once. You don’t have to spend a fortune on social media but you do need to take steps to sign up on various appropriate platforms. YouTube is great if you want to show a demo video of your product, so use that to your advantage. It may not be enough to try to show everything you want by creating content and writing blogs.

You should also optimize your content for mobile phones. A majority of people use their mobile phones for searching, purchasing, and communicating, so If you aren’t optimizing for your mobile users, you may end up losing sales and important connections. You can use programs and software to track who is coming from what device so you can optimize your outreach efforts.

The bottom line when building a customer base is to make sure you always put your customers first—this will help you generate more sales and form a deeper connection with your customers that will benefit you both for years to come.