Gathering leads is all well and good. You need leads if you’re going to get conversions. But having 500 leads sitting in your CRM collecting virtual dust does no one any good.
Lead acquisition is only the first step in the ultimate goal of product adoption. If you’re a software company looking to boost profits, you’ll have to find a way to increase product adoption if you want to be successful.
Product adoption is the process of users discovering a product, learning about it, and then beginning to use it as part of their daily routine.
Suppose you’re selling interactive training software, for example. In that case, your product is considered adopted when a company rolls it out fully to the entire staff, and it becomes a regular part of the day-to-day operations of that organization.
But how can you improve your level of product adoption? How can you ensure that the people you’re marketing to will actually make your products a part of their daily lives?
In this article, we’re going to go over four useful tips that will help you increase product adoption and convert leads into recurring customers.
Top 4 Ways to Level-Up Product Adoption
Let’s walk through four tips for product adoption, covering some tried-and-true online marketing strategies that can be tweaked to push your product into the everyday lives of your audience.
1. Utilize Email Marketing
A lot of people seem to turn their nose up at email marketing, but ignore this product adoption method at your own peril.
Email marketing has a return on investment rate of 4,200%, which translates to $42 made off of every dollar spent. People only run into problems with email marketing when they’re not segmenting their audience.
Sending the same email to everyone on your mailing list is a useless venture that will get you nothing in terms of conversions or adoption. However, if you have your mailing list separated into well-defined segments, you can target users who are further along and need an additional push to fully adopt your product.
For example, for users who have just completed a purchase, send an instructional how-to guide or an invitation to set up an appointment with someone in your customer service department, who can help them with any pain points or issues they might be experiencing.
Similarly, if you have a subscription-based service, you should be sending new offers and reminders about renewal to people whose subscriptions are about to expire. A new feature or offer might be the tipping point needed to get them to renew and continue adopting your product into the future.
2. Place Strategic Calls to Action
A free trial is an excellent incentive when trying to find users for an online product like marketing software.
But the point of having a free trial is obviously to get people to use it. They won’t be able to do that if your sign-ups for the said trial are hidden in an inconvenient location.
To that end, it’s vital that you strategically position your calls to action, urging customers at various stages of the buyer’s journey to take your free trial.
As an example, if you’re marketing CRM software, you’re going to want a CTA for your free trial in the header of your website so that every visitor sees it when they reach your home page.
But, let’s say you have a blog post on customer relationships that’s bringing people in through successful SEO and PPC campaigns. You should have strategic calls to action for your trial sprinkled throughout the piece, including one at the very end.
It’s also a great idea to have a static CTA on the side of your article.
Then, once people are actually taking your trial, make sure you provide CTAs for the next stage, which is usually a purchase. This will help push them through the customer journey and lead them to widespread product adoption.
3. Create Targeted Content
If you want to encourage product adoption, you’re going to have to let some content do the talking for you.
Content marketing is important for any company, but it has a special place in the product adoption process. Content specifically created to drive adoption of your product usually appears at the bottom of the sales funnel. This is for people who are either on the verge of buying or have just made a purchase.
A classic example of adoption content would be customer testimonials or case studies, where your satisfied users talk about how adopting this product helped them alleviate specific pain points shared by your prospects.
A whopping 89% of shoppers will read reviews or testimonials before purchasing a product, so this can get the ball rolling for both conversion and adoption at the same time.
Instructional “How-To” type articles can also be excellent for adoption. You should include these on your blog and knowledge base. Make sure to also send them out to new customers. User error could be why your customers aren’t adopting the product and are possibly opting out if you offer a money-back guarantee.
Determine the most common issues standing in the way of product adoption. You can figure this out by examining your customer support interactions and picking some of your most frequently asked questions. You can then write articles that answer these questions.
Sending these articles out to new customers as part of a “Welcome” packet should be a standard operating procedure.
4. Offer Online Video Training
You can’t go wrong by providing video content to users, especially when it comes to product adoption.
Instructional video training could be huge for your adoption efforts. People retain an impressive 95% of video content, which blows the traditional 10% retention rate of written content like blogs and emails right out of the water.
Create walkthrough setup guides, and send them out to your new users. Make sure that you’re also uploading them to your knowledge base to help customers solve any issues they may have before running to your customer support team.
Whether your product assists in employee onboarding or manages customer relationships, you’re not going to get anywhere in the market until you have widespread adoption.
Use the four tips we’ve highlighted above, and you’ll start to see your users adopting your products and returning for more.
This is a guest blog from Brad Smith, Founder, Codeless