First, this! The basic pattern for selling products on a website.

When you want to sell a product, many people may wonder how to sell it. There are several options. Make persistent visits to make sales. Get referrals from people who might become customers. Distribute flyers. Use online advertising. Utilize SNS. There are various means.

However, there is one thing common to attracting customers and selling products.

In conclusion, it is about collecting a 'customer list' of people who are likely to be interested in the product you want to sell. The ideal is to find customers who best match your target, create a system to provide them with information at any time, and furthermore, for the information provision not to feel annoying like an advertisement, but to naturally generate interest and lead to a purchase.

Selling a product means 'finding customers who are interested in your product'.
And if you have potential customers, 'nurture them to become even more interested'.

If this axis is misaligned, even marketable products won't sell. In other words, the first step is to gather customers who are already interested or potential customers who are likely to become interested.

This time, we will explain the entire process we practice for those who have no idea how to increase sales with a website. Also, the content this time is merely an 'overall flow,' so it will be necessary to delve deeper into each item from here. Each item will be explained in detail separately.

First, let's create a list using social networks.

First is list collection. But some of you may wonder, 'What is a list?' or 'Should I collect information like email addresses and physical addresses?' Of course, personal information such as email addresses and physical addresses is part of it, but in modern society, lists can be collected in a more convenient way. That is SNS.

For example, create an X (formerly Twitter) account and gather followers. This allows you to provide information to anyone who shows even a little interest, at any time. Create an Instagram account and increase your followers. This allows you to broadcast your brand image to your followers. The same goes for Threads. Gathering Threads followers enables communication at a closer distance. Other SNS platforms will similarly enable information dissemination and communication.

While the usage and customer base differ for each, in any case, you can start creating a platform right now to disseminate information at any time to people who are likely to be interested in your products or services. Open an SNS account, disseminate information to potential target audiences, and gather many people who will read your content. Collecting SNS followers serves a similar role to a list.

If possible, start with text.

So, when you decide to gather people using social networks, there's something to consider beforehand: what kind of information should you distribute? Of course, if you only post product advertisements and promotions, users won't gather. Even if they do, advertisements are what users most avoid, so there's a possibility they might unfollow immediately.

That's why the content you distribute is important. As for 'what is content,' for now, it's okay to consider 'articles' as content. For example, a staff blog.

Originally, the word 'content' encompasses a broad meaning. For example, YouTube videos and TikTok videos are also content. Instagram images and Reels are also content.

However, please recognize this as an article to be written for a blog this time. This is because if you create the text first, it can later become a script for a video and can also be distributed as audio. The versatility of text is unparalleled, so starting with text like a blog makes content reuse easy and convenient.

However, there's no point if you don't disseminate interesting content.

The content must be 'beneficial' and 'entertaining' for the user. It is precisely because users find it enjoyable to read or gain something from it that they will continue to be interested, and eventually, their interest in the content will turn into interest in the product. This is because the users you will gather from now on are a target audience likely to be interested in the product.

What you should consider here is what kind of content to deliver that will please users. What kind of information and content are people who are interested in your product interested in? You need to know your customers well.

Thoroughly understand your future customers and research them to the level of 'I know everything about my customers!' You need to become a customer professional.

As a result, if you think 'they might be interested in this kind of content,' then you should provide information to the target audience via SNS. In this way, you gather people who are your target audience, communicate with them, deepen your relationship, encourage interest in your product, and lead them to purchase.

Some of you may think 'this is a lot of work,' but once you create such a list and community, it will be easier afterward. Let's work hard and steadily create content.

I've created content, but how do I gather people on SNS?

Once you create content and social network accounts, your heart will pound with excitement for the challenge, thinking 'Alright, let's begin!' However, that initial enthusiasm will quickly turn into a question: 'Now, how do I gather people?' – a very simple question.

The biggest problem is how to make your account known. You have to appeal by saying, 'This is where you'll find the most useful and interesting information.' So, what should you do? That's where you use SNS and advertising.

About Instagram

First, Instagram. This will basically be a strategy using images and Reels videos. Post beautiful photos that match your product's branding, and add hashtags that prospective customers are likely to be looking at.

However, simply posting images won't easily increase your followers. On top of that, you need to create and distribute Reels videos. Reels videos are distributed somewhat randomly to various users. Anyone who has experienced Instagram must have seen them at least once.

And these Reels videos are the most effective weapon for widely exposing your account and reaching out to future followers. Frankly, current Instagram marketing would not be possible without Reels videos. That's why it's a good idea to have short video creation skills in some form.

Also, if someone follows you, or if you follow someone, actively like their posts and communicate with them. Users might soon forget that they connected with us, but if you communicate, they might remember at an unexpected moment and respond. Of course, people who can soon be called fans will also connect with you.

About X (formerly Twitter)

On X (formerly Twitter), please make an effort to tweet stories. If you tell useful things as stories, you can attract everyone's interest. It's not just simple information dissemination, but rather a nuance like 'This happened today. When I went to the supermarket~~~'. Basically, X (formerly Twitter) is text-focused, so the content itself needs to be interesting to read.

And on X (formerly Twitter), communication with users is important. When you tweet a story, you might get some reactions back. At that time, be frank andhave fun conversationsIt's fair to say that X (formerly Twitter) is a tool closer to chat and real-life communication.

However, of course, if you update an article on your own blog or similar, don't forget to post the update on X (formerly Twitter) along with the URL. Add a short message along with the URL. Try to think of a headline that makes people curious about the content.

About Facebook

And Facebook. Facebook Pages still have the power to be the core of social networks for business professionals. While social network user demographics are often divided by age, in Facebook's case, the attribute 'business professional' is more accurate than age. Messenger is still frequently used for communication.

When attracting users on Facebook, first run ads on your Facebook Page. At this time, devise creative headlines and images for your ads to produce the ones with the best response. If you spend 1,000 yen on ads, and the cost per acquisition for 1 like (follow) is approximately30 yenthen that's a good feeling. Around 50 yen would also be pretty good.

If the cost per acquisition approaches 100 yen or more, adjust your ads immediately. Try various things, and once you've created an ad that can acquire 1 like for around 30 to 50 yen, then try spending about 30,000 yen per month. With just that, you can gather around 1,000 likes! This means you'll be able to deliver information to up to 1,000 potential customers.

Facebook uses ads. Instagram uses Reels and images. X (formerly Twitter) tells stories. Please do not deviate from these basics. What you should not do is try to forcibly increase followers. For example, if you continue to follow and unfollow people aggressively, aiming for mutual follows without providing any value, your account may be frozen.

Finally, content delivery!

After operating for a while and gathering likes and followers, it's time to start delivering articles. While Instagram and Facebook will continue to be operated as they are, let's first focus on X (formerly Twitter).

The method of content delivery itself is simple. Every day, around 8 PM, copy the URL of the article you wrote on your blog and paste it into the X (formerly Twitter) post field. When you paste a link on X (formerly Twitter), the first few lines, title, and an image will automatically appear in the post field. Add about three lines of message and a brief summary there and upload it.

However, generally, the response will be less than you imagine.。If you receive more 'likes!' than you imagined, it means the quality of the content itself is exceptionally high. This is because even if 1,000 people have liked it, the article's content will only reach about one-tenth of them at most. This is because X (formerly Twitter) has rules about how many people a posted article will reach.

However, with a Facebook Page, there is a way to break that rule.Run ads on the 'post itself'you can do that. If you have an article that you absolutely want to spread, try running a small ad for the post. This will spread it widely, and if the article itself has high potential, you can further expand its recognition through virality.

Post regularly at set times on X (formerly Twitter). Write articles for blogs and your own media. Post Reels on Instagram. Only for important items, place ads on Facebook pages or the articles themselves. After that, as long as the quality of your content is good, people will gather more and more. By the way, in the case of X (formerly Twitter), if you exceed around 3000 followers, followers will automatically increase if you update frequently, even without running ads. Please do your best to gain fans for your content.

Operate multiple social networks to create synergy.

Each social network has a different user base. X (formerly Twitter), Instagram, LINE, YouTube, Instagram, TikTok, Threads, Pinterest, and other SNS each have many users. And each SNS has characteristics that appeal to certain users. While understanding these characteristics, we will make posts suitable for each SNS (social network). That is also a form of content creation. Will you post a link and summary to an article written on a blog, or will you post an image? If you post videos using YouTube, TikTok, or Instagram, what kind of posts will you make?

For example, TikTok tends to be used by users in a younger age group. X (formerly Twitter) allows for casual posting and replying almost like a chat, so frank communication is prominent. Instagram seems to have the characteristic that stylish image posts and distinctive Reels are well-received. Let's research accounts that have already gathered many followers and study what kind of images and Reels are being uploaded.

On YouTube, there are accounts that attract a large number of viewers, aren't there? Since personality and humanity are well conveyed, people who are usually eloquent offline and involve those around them tend to grow easily. Also, planning ability in video media is crucial. Threads is building a more human-centric space for individuals to express their true feelings and private conversations.

Other SNS also have characteristics such as what kind of people prefer them and what kind of accounts are popular. For each SNS, thoroughly research users and characteristics, and then continue to provide content based on the hypothesis that 'this kind of account and this kind of content will be preferred.'

Ideally, a dedicated SNS team and person in charge should be established, with the person in charge conducting research, surveys, content creation, distribution, and so on. Utilizing SNS involves a lot of tasks and research, so always try to anticipate its characteristics and distribute content accordingly. Since you can gain fans on each platform, the promotional effect will overwhelmingly increase. Please give it a try.

Guide to the product page.

Once people gather on SNS, articles are uploaded, and you can guide them to your own website, you must then guide them to the product page and connect them to a purchase. For services, it would be a service application. No matter how well the conversion path is established, it's meaningless if no actual purchases are made.

Therefore, enhance your product pages. Alternatively, create a landing page for each product you want to sell. Furthermore, write product-related articles on your blog, and at the end of the article, include a banner guiding to the product page, or make the article itself a product introduction, linking to the purchase and inquiry pages. From there, connect it to the product purchase. The important thing is to envision the overall flow, thinking, 'With this flow, customers will surely reach the purchase smoothly.'

For example, no matter how many followers you have on social media, if it's just product introductions, it will be boring and people will leave. The important thing is to consistently provide content that entertains customers or serves as a source of knowledge. On top of that, ensure they can reach the product purchase as smoothly as possible. This is crucial.

If there is still little response = only interest, and they have not yet entered into consideration for purchase, gradually nurture customers by posting articles that appeal to the necessity of that product and service. It is important to create an atmosphere where customers think, 'I absolutely must have this,' by repeatedly writing and providing articles.

What's important is not to force a purchase. And if there's no intention to buy, reflect that you lack appeal or sufficient recognition, and work towards a situation where you are sought after.

Run the PDCA (Plan, Do, Check, Act) cycle.

Once you've created the lead-in to the landing page or product page, all that's left is adjustment. Install Google Analytics on your website to analyze and improve current weaknesses. For example, try changing the position of buttons on the landing page, or altering the wording. Try enlarging product page photo sizes, or changing colors, and repeat these fine-tuning adjustments.

It's also important to create based on hypotheses, such as 'Will this increase the purchase rate?' or 'Are customers hesitating to buy the product because of this?' Only with hypotheses can you distinguish between prototypes that failed and those that were effective. If you proceed with corrections without hypotheses, you won't be able to organize and analyze which corrections were good and which were bad, leading to significantly lower efficiency. It is crucial to always form hypotheses, make corrections, and verify them.

Furthermore, improvements are not limited to just product pages or landing pages. We analyze from every conceivable aspect, such as the content's dissemination method, writing style, expression, theme, lead generation, update frequency, photos, and posting time, to find the pattern that yields the best results.

In many cases, without accumulating this work, maximum results cannot be achieved. PDCA from every conceivable angle and continuous accumulation are what lead to true results. It's rarely 'done once created'.

If you have budget leeway, consider remarketing ads.

I've only provided a rough, broad overview, but by accumulating these steps, you'll be able to sell a fair amount of products. However, there's still more you can do. For example, Google remarketing ads. If someone has visited your page once, you can turn all of Google's ad slots on the internet into ads for your own website, but only when that person is browsing the web.

Have you ever experienced seeing ads for a page or product you viewed once, continuously displayed no matter which page you visit? Most people who surf the internet have probably experienced this. The mechanism of continuously providing ads for a relevant product to a user who has visited a page once is called remarketing advertising.

While it might feel annoying from a user's perspective, it is highly effective in drawing those who visited once and thought, 'I'll decide to purchase after thinking about it again,' all the way to conversion. Of course, its effectiveness also depends on the appeal of the banner design and copywriting. However, currently, it is an advertisement that demonstrates a certain level of effectiveness in preventing the loss of potential customers.

Nurture on SNS, purchase on the page, and for users who didn't purchase, re-propose with remarketing ads. Continuously enhance the effectiveness of this cycle with PDCA. Of course, also fine-tune the banners you publish, and operate while exploring which designs and wordings are most effective. You will surely be able to expect further inquiries and purchases.

Increase the number of pages.

Once you have mastered advertising to this extent and skillfully guided users to product purchases, the next step is to thoroughly increase the number of pages. After all, having many pages is a strong advantage. However, of course, the content must not be sloppy. Let's write articles and continuously increase pages, further refining content that users will like and find interesting.

Pages are not just articles. Product pages and landing pages should also be created with as much content as possible. Simply having over 1,000 products handled can significantly impact sales. If quality is added to the number of such product pages, Google's search engine will evaluate them, and more and more people will visit the site through organic search.

While the use of social media is important, if many pages are caught in organic search and the number of articles is enormous, there's nothing to fear. I'm not particularly fond of this way of thinking myself, but simply put, if there are 1 million pages viewed once a day, that's 1 million page views, right? Let's keep creating and uploading our own pages. Eventually, this will lead to viewership and sales that were unimaginable at the initial stage.

However, absolutely stop copying other people's content or using similar sentences. These are called duplicate content, which Google dislikes the most. In the worst case, your entire website could be penalized by search engines, and no one would flow in from organic search. Rather, if you create duplicate content, you will definitely receive a penalty. Think with your own head and provide original, valuable content to users.

Collect more detailed lists from newsletter subscriptions and inquiries.

As the number of pages increases and all basic structures are in place, let's continuously list the personal information obtained from inquiries, purchase history, newsletters, etc. A spreadsheet is fine for listing tools. Open a spreadsheet and compile names, genders, ages, email addresses, phone numbers, addresses, and other important information.

What is it used for? It's for sending announcements about campaigns, or when there's something you absolutely want people to know, spread, or sell.

Depending on the age group, it might be good to send flyers, message cards, or special offer announcements to the provided address via paper media. However, be careful as some people may dislike receiving mail. If mail is disliked, knowing at least their email address allows you to push information. If it's an important announcement and a phone call is absolutely necessary, it's best to use the phone only then.

In recent years, content distribution marketing like this has become mainstream with messaging apps such as LINE Official Accounts. However, that doesn't mean you should underestimate email. For target audiences who have become fans of your brand, thoroughly writing and sending important announcements and information you want them to know will yield a response beyond imagination.

However, what's important is the content of the email you send. It must be content that benefits the recipient or entertains them. Sending a boring email will, at best, end up in the trash. Worse, it could even make them feel annoyed. Be careful.

If possible, it would be even better if the list compiled in the spreadsheet could be finely categorized by attributes. For example, group customers into 'less interested' and 'interested' and vary the content sent to each. Or, separate the list by residential area and change the content sent to each region, providing information that matches their needs. If supply and demand match perfectly, customers will become interested in the products and gradually turn their attention towards purchasing.

Summary

This time, I briefly explained the overall flow of web marketing. Did you understand how to proceed with marketing on your website?

Anyway, the key is to keep going steadily without giving up halfway. Building communities using SNS, distributing content. Attracting customers through advertising, creating pathways to products and landing pages, analysis and correction, and remarketing ads and post counts. There is a vast amount to do.

Certainly, continuing these things steadily is a difficult task. However, imagine if you were trying to sell products using offline methods yourself. Ultimately, it's still about being persistent. Marketing done on a website is not something that will make you money immediately. Steady updates, high quality of the content itself, strategy, and continuing to make improvements and suggestions without giving up. Only by continuing these will significant results emerge.

Sometimes, a single article might be shared and read by many people, or content uploaded to the internet might spread for some reason and be seen by many. As a result, it might be possible to dramatically increase sales. Even while occasionally creating a big hit, by continuing without letting your guard down, the effects of web marketing will further increase. Please, try to continue without giving up. And let's create even greater results.