One thing that many starting info-preneurs and other small businesses often incorrectly assume is that a new customer is a good customer, and once someone has bought from you, they’re probably not going to buy from you again. Not only is this indicative of a poorly-thought-out business model, but also of a fundamental misunderstanding of the way the human psyche works.
What does this have to do with SEO?
Nothing whatsoever — but it has to do with the flipside of organic SEO: conversions. SEO brings traffic, but if your site can’t convert, all of the traffic in the world is useless. Getting one conversion out of one visitor is great — really, getting five conversions out of a hundred customers is darn good — but imagine what you could do if you could get thirteen conversions out of a single customer?
That’s the power of repeat sales. To pull it off, you need to have a business model that is capable of meaningfully making thirteen transactions with the same customer. If you sell a single ebook about overcoming erectile dysfunction and that’s your only item, you can’t make repeat sales. But if you offer a bunch of different books — they don’t all even have to be yours if you’re willing to take an affiliate commission rather than making a “whole” sale — you can sell the same person your book and then a dozen other people’s books over the next several weeks or months.
The Tools of Repeat Conversion
The number one tool for repeat conversions is undoubtedly targeted email marketing. The basic premise here is that everyone who purchases from you has to give you their email address and permission for you to email them in order to receive digital delivery of your product. Since you have those two things, why not email them offers for other people’s products as well?
If you do it well — which means your product is high-quality and effective, and you don’t promote a bunch of crap products afterwards — you can rapidly build a sense of trust in your customers. Once they know that you won’t ask them to buy something that sucks, they’ll be much more inclined to keep buying whatever your next offer is (as long as it’s relevant to your area of expertise.)
Get those addresses, offer a quality product, and then offer other people’s quality products, and you’ll soon see the power of repeat sales and the strength of targeted email marketing.