In an agency setting, you may cross-sell landing page design services to a customer who engaged you to create advertising visuals. You may provide copywriting for each page of a website that a client contracted your agency to create. We will see what is cross selling in this post as well as other related aspects.
It takes a little finesse and talent to execute cross-selling well. You must be delicate in your approach or else the customer will probably become uninterested. The following advice can help your cross-selling plan work better:
1. Benefit from drip mailings
It might be better to hold off on selling a client on any other service for a few days or weeks rather than trying to close the deal right away in the beginning of a new relationship. Make a drip campaign to automatically follow up via email rather than doing it manually.
Think about a client who purchases a web design package from your business. You may include them in a drip campaign where you send them an email in which you make an offer, in the second email you highlight the results that some of your clients have received from your copywriting services, and in the first email you discuss the importance of copywriting. It is critical to understand what is sell through formula.
Instead of immediately trying to upsell a customer on an additional service, use this strategy to progressively introduce the cross-sell into your drip email campaign. You can list the benefits in a sequence of emails first to avoid coming out as unduly demanding. You may save time and identify the most successful emails by automating this entire process using a drip campaign (by looking at open, click, and reply rates).
2. Wait until you have got success
Another tactic is to spend some time working on a client’s project. Once you can show measurable outcomes, your clients will be more eager to pay for your additional services.
Additionally, you’ll be able to forge closer bonds with others and make more tailored plans just for them during this time. This is because you’ll be privy to the marketing strategies the client was employing before to hiring your company, as well as what works and what doesn’t.
3. Match services to the client’s goals
For example, just because you provide web design services doesn’t indicate that your client requires a completely new website. As a result, you must take into account the objectives of your clients and how your supplementary services fit into them.
If more traffic is their desired outcome, you may propose PPC advertising, SEO, or content marketing. These services (such creating landing pages and blog posts) may still involve web design, but you should include them in the overall package and show how each service will assist the client achieve their objectives.
In this manner, you’re adding value and avoiding trying to upsell the customer on something they don’t require in order to make a profit.
Five Typical Techniques for Cross Selling
Although there are many ways to cross-sell, the following are some of the most popular strategies employed by digital marketing agencies:
1. Provide supplementary services
A strategy for cross-selling customers is to provide supplementary services. For example, if you are in the software business, you might think about branching out into other services, or vice versa. For instance, if your company offers SEO software, you may offer link-building assistance.
That’s what Screaming Frog, an SEO agency, and site crawling software company does. In addition to their web crawler tool (SEO Spider), they offer services for social media marketing, SEO, and SEM.
2. Offer coordinating products (bundle sales)
An additional popular method of completing a cross-sell is bundling sales. This technique is frequently used by Amazon in their “Frequently bought together” section:
In order to achieve both short- and long-term ranking objectives, you may combine SEO and SEM services at an agency. Bundling an ebook’s design and content could serve as another example.
3. Provide recommendations based on data
By reviewing a customer’s past interactions with your website and transactions, you can upsell them on more goods or services.
Reach out to the client directly and present your PPC services if you discover that they have been browsing your website, reading your blog posts about digital advertising strategies, and downloading publications about advertising.
4. Make promotional pitches
Now is a great opportunity to cross-sell a customer if you are running an offer for one of your services. There is less inherent risk associated with this method because it appears as an attempt to emphasize a transaction rather than explicitly target a client.
For instance, you may get in touch with your content marketing clients to let them know about a Black Friday discount you’re offering on your social media marketing services. They may be considering the service as an additional means of promoting their content.
5. Inform your customers
Finally, it’s possible that some customers are unaware of the entire value of your service offering. Although they may be aware of the importance of SEO, further education may be necessary to fully understand the benefits of particular SEO services, such as link building, content marketing, and mobile-friendly web design.
You may demonstrate the advantages of each service and how they might apply to your client by educating them. Some tried-and-true methods to demonstrate your knowledge and educate clients are to send them ebooks, relevant blog entries, or enrol them in an email course.
