Have you ever looked at your page and asked yourself, “Why aren’t customers following my page?” or maybe even “Why aren’t customers buying anything after looking through the website?”
Whether it’s for a personal Tik Tok account, or a business aiming to make a profit, your customers will follow a series of steps before they take action with you. Taking action could be anything from following you, buying something from you, or even just engaging with your content but it’s the first step in acquiring a new customer. Arguably, it’s also possibly the hardest.
Even though the world has moved online, there are several sales principles that have been followed throughout the years that are based on human psychology and behaviour so still work in this new world. I have studied and tested all of them and there’s one that I believe determines when a customer takes action with your business.
There Needs to be 5 – 8 Interactions Before a Customer Takes Action
Do you buy something the moment you see it?
In most cases, it will take between 5 to 8 interactions before the customer takes action and makes a purchase. This comes from the world of sales with the thinking being that a customer will return to enquire further and gain a deeper understanding with each interaction before they finally make a purchase. In sales it’s called “touches” however due to the online nature of how I use it, I call it interactions.
While customers won’t often return to a business to seek further understanding in today’s online world, the principle of multiple interactions with the business remains. The more a customer interacts with a business the more likely there are to then go further with that business. For an example of this, post a few videos on Tik Tok and watch most new followers like all your videos before following you.
What Counts as a Meaningful Interaction Between You and the Customer?
In today’s online world interactions are easier and more natural than ever. An interaction could be a customer seeing a social media post, to getting an email, to seeing a Google/Social media Ad online. Each one of these is an interaction between you and the customer and each interaction makes it more likely that a customer will take action.
In most cases, a customer will come across you almost randomly on social media or through targeted ads and will then either engage with the content or move on. If the customer engages then that’s an interaction. If they then go onto your page and have a look at a few posts then that’s another interaction.
Anything that requires a conscious effort to do, such as clicking onto different pages or engaging with posts or going to the website, counts as a meaningful interaction because it’s something that the customer has chosen to do. These interactions hold more value because it means the customer has an interest in you.
How do You Create More Interactions Between You and the Customer?
Creating interactions with the customer is all about your output. This means you should be posting on social media several times a day, running ads to target the customer when they’re in other places around the web, and making sure everything is top notch, so the customer is always hit with high quality content.
Social media marketing is about the right person seeing your content at the right time or, in other words, potluck. You’ve got to do a lot of trial and error to find what times/types of content works best for your ideal customers. For example, if you sell tools for trades people then you’ve got to find out when they’re most likely to be scrolling through their phone, which I would say is either 10am or 12:30.
Once you find what works best for your ideal customers you can target that time/content daily and increase your interactions with customers online.
Overview
- It takes between 5-8 interactions before a customer takes action
- Creating interactions with the customer is all about your marketing output (posting several times a day on social media and running targeted ads)
- Use a trial and error method to find out the best times/content that attracts your ideal customers
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