Of course you don’t expect people to buy from you immediately after they meet you. That’s salesy and gross.
Maybe you’re aware of how long it takes YOU personally to fully trust a guru or influencer on the internet, especially if you just discovered them.
You don’t want to be like them.
You know about the concept of building that Know-Like-Trust factor.
You get it.
But like… when, then?
Nurturing your fans and followers into buying from you can happen in a lot of ways, depending on exactly what you sell.
This phase of the customer journey within your sales funnel (a sales funnel is the process where someone goes from being a complete stranger on the planet to somebody voluntarily putting money into your bank account) is called the Middle of the Funnel, or MOF.
Confused about Sales Funnels? I made a zine about them! Click here to download A Super Simple, Possibly Even Oversimplified Approach to Sales Funnels for Small Business Owners for FREE.
Need some ideas for how to build trust and nurture your fans and followers into buyers? Here are 10 Ideas:
- Share Behind-the-scenes videos that showcase that you have something in common with them: struggles, favorites, fandoms, hyper fixations. All of it!
- Show them what you’re currently working on or learning. Share these snapshots of your behind-the-scenes life of you being imperfect and trying your best at something you’re not an expert at.
- Host giveaways of items that complement what you’re selling. Remember to stay within your budget and don’t make it too general or you may risk attracting folks who would never buy from you and only want to win the prize.
- Offer free tools to help them with a specific struggle related to what you offer. Think printable planner pages, scans of scribbly one-page tutorials in your sketchbook, spreadsheets for tracking their expenses, calendars of relevant holidays, Youtube playlists of helpful resources, etc.
- Teach free virtual workshops that support the benefits they hope to get from your product without even buying it yet. Hint: You can also repurpose these into social media content later!
- Send them a video series related to what you offer, so they can help themselves before they turn to you for direct help. What small steps can they take on their own? What would you love for them to have already done on their own before they buy what you sell?
- Do a collaboration with someone else in your industry that your audience follows or admires to showcase that you’re “their kind of person.” If you don’t know who that might be, do some research or just ask your most vocal followers.
- Host a weekly Q&A livestream about your work, your industry, and your plans for the future. Make it as interactive as you can! Oooo… what if you made it into a 3-day challenge instead?
- Ask people for private, 1:1 coffee chats where you don’t pitch or sell them anything. You just get to know them. Don’t overthink this! Just ask your most interactive followers via DM and don’t take it personally if the answer is no. You have plenty of people to get to know, and you’ll meet new people every day.
- Send your email subscribers free gifts. The gifts don’t have to be expensive or physical (try phone wallpapers, templates, printables, artwork, funny gifs, corny dad jokes, coupons, etc.)
I suggest picking a couple (that’s just TWO, not forcing yourself to juggle five, okay?) of these examples and trying them out for your specific business model.
Test those two nurturing methods for 30-60 days just to allow yourself to get used to the strategy and let a bit of momentum build up.
Choose the strategies that will feel fun and interesting to YOU, especially if you’re a solopreneur and doing all of the work yourself right now.
How nurturing leads to SALES
Selling comes more naturally when you know you’re taking care of your fans and followers and providing them with a lot of value. Once you figure out the type of nurturing you enjoy doing and you can safely and consistently sustain, asking for the sale won’t feel so salesy.
You’ll get to a point where it comes naturally: you simply talk about your product, service, or offer, and you invite them to buy it without overthinking it.
Your turn! What do you do to nurture your fans and followers into buying from you?
What strategies work best for you, and which ones are the WORST and you’ll never do them again? Let me know in the comments!