When is the last time you have been surfing the net, seen an ad, clicked on it, been taken to a buy now or get a quote landing page.
Did you buy now or fill out your information to get a quote?
Not likely, and if you did you are of the rare minority.
It’s not to say ads of this type don’t work; the conversion rate is simply minuscule. These businesses are going straight for the jugular. It’s not their fault, most businesses think this way.
Place an ad, take them to a landing page and make the sale. Pretty straightforward right?
Wrong! This is not how people go through the buying cycle.
Even if a business does all the proper targeting they are still striving for a impulse buy. This may work at the cash register but when people are surfing on line and the price-point is substantially higher than $1.99, good luck.
So, what is the right way?
There is a multi step process that can certainly help improve your conversion rate.
The first step is brand awareness. You need to get your branded content in front of the eyes of your target customer. It must resonate with them, strike an emotional chord that aligns with their beliefs or helps them to better their life. Remember this is not selling a prospect on your product or service. This is building a connection.
Write blogs on your website. These can be text or video
Guest blogging on a site that shares a similar client base
Participate in help forums, answering questions
Engage with your customers, answer questions, acknowledge and respond to concerns
These are just a few suggestion to help build your authority and credibility within your field. None of these should involve selling. These are educational and/or entertaining pieces. They should help solve a problem for your customer. Don’t forget to include social sharing links in your blogs. You want people to be able to share your content.
Once you have a number of blogs written that educate and/or entertain you can then monitor the popularity of of your content to see which resonates most with your target customer. You will utilize your Google analytics to grab this information.
Once you have a few educational/entertaining blog posts/articles that really hit home, you will create a landing page with it. Every landing page must have a clear“CTA”. So what is the “Call to Action” if we are not actually directly selling anything?
The call to Action is “Subscribe Now!”. We want them to sign up for our Newsletter. Don’t use “Subscribe Now for the actual text, talk about boring. Try something that will grab the attention. This will take some testing to see what works for your audience.
We are again going to try and help the potential client. We want to provide them more helpful information that will make their life easier. The signup process must be a low barrier to entry, meaning it must be a must be easy for the potential user to subscribe. That is why you are only going after an email address. If you add too many fields for the user to fill out they will give up quickly.
The newsletter avenue provides an opportunity to:
You can’t expect a brand new potential client to buy right away. They don’t know you, they don’t know what you offer and they don’t trust you. You need to build a relationship with the customer.
You can build that relationship through continual contact and providing valued information that the customer wants and needs. This is where Automated emails come into play via your newsletter. This can be done with what are known as Drip Campaigns.
A Drip Campaign allows you to send specific email content at specific times or when specific actions are taken by the user. You can read more about Drip Marketing on Joe Stych’s article: “What is Drip Marketing?”
With this type of campaign I would suggest a 3 to 5 email stage process. The number of emails depends on your industry and/or product and how you have setup your automated marketing, whether it be through a timed response or through an action sequence.
All the emails except the last one will be handy articles, tutorials, videos infographics etc.. specific to your industry that helps cure a potential client’s pain.
As these emails roll out you are establishing trust and authority, you are cutting through the clutter of unqualified leads to narrow it down to the best possible prospect.
There are a multitude of ways and places you can promote your content.
Contact the sources you have mentioned in your blog and let them know that you have mentioned them. Who wouldn’t love to be quoted? And if you were quoted in a post wouldn’t you share that with your followers. Of course, it doesn’t hurt to ask them to share it as well.
Post your blog post on various social networks:
You have come this far and made a considerable effort in creating content in the attempt to garner quality leads to boost sales. So let’s not settle for just posting these blogs and hoping they get attention. It’s time to put some money where your mouth is.
Let’s face facts, with over 1.59 billion monthly active users, Facebook is one of the must haves.
As we all know social platforms like Facebook don’t favour business in their organic posting. Only a very small percentage of people will actually see your post, so you will need to advertise it. Which social media channel you decide to use will be dictated by where your target customer lives. Kim Powers article has some handy information on some of the main social platforms stats.
The headline for the ad should state exactly what it is that the prospective customer is going to get by clicking on the ad. The clearer the headline, the better. This will help to reduce clicks from non-potential clients. Why pay for people who don’t convert, right!
“Facebook Advertising” Bad
“How to Become a Facebook Audience Insights Superstar!” Better
Use high quality images in the correct dimensions of whatever social platform you are going to utilize.
Create a number of variations of the same ad. You are going to want to split test your ads. Only use minor variations. Change the headline, change the image. If you run completely different ads from the start, how are you going to know what is making the difference. Obviously this takes time and monitoring and there is constant tweaking of ads to maximize the click through rate and conversions.
That last email is the big sales push. This email should link to a specific landing page with the purpose of converting that lead into a paying customer. The Call to action will depend based on your business. It could be a product page with a buy now button, a free demo, a signup form for a service. Whatever the call to action is, you must provide them an amazing deal.
Do not focus on features, it’s all about the benefit to your customer. You have to make the content so appealing and the price so good that they feel they would be crazy to turn it down.
Provide testimonials, reviews.
Speak in the tone that they understand. This goes for all your content. For example, If you are a are speaking to doctors, use the language that they understand. This is a totally different language than what the general public would use. Know how your target customer speaks and use their words.
Keep the Call to Action the main focus of the page and keep it above the fold. Don’t make them search for what you want them to do next, because they will not take the time to search.
You are going to have a number of people who still do not converted at the end of the process. I haven’t even touched on Remarketing in this article, but this is a step that should not be overlooked. Kissmetrics has a great article that talks about a number of Remarketing/Retargeting Services.
Is it working? How do you know? Here are some of the key metrics that you should be keeping an eye on.
Clickthrough rate: This is the percentage of people that have received your email and have clicked a link within your email. This will help track the performance of the email and how engaged your target customer is.
Conversion Rate: This is the percentage of people who have clicked on a link within your email and have taken a specific action. To do this you are going to have to set up your web analytics and ad UTM codes. Don’t know what they are? You can read more here.
Return on Investment: Obviously you want to make sure your efforts are paying off. How to calculate your return on investment can vary depending on the type of product/service you are offering. Check out Tom DiScipio’s: “How to Calculate Marketing ROI”.
This is not a quick or easy, nor is it a set it and forget it process, be prepared for some of your content to simply not work. This is why continually adding valued content is important as well as tweaking your current content. You need to try a variety of content on different topics, just be sure they are relevant to your customer.
You can also re-purpose older but still relevant content that has done well in the past. Take a written blog post and convert it into a video , infographic or Slide-share.
Thank you so much for reading. I would love to hear your thoughts, comments, suggestions and questions. What has worked for you, what was a big mistake. Let’s all help each other learn.