If you are considering conversion or lead nurturing we can safely assume that, you should have already launched your blog (or content creation strategy), optimized your site for search engines, and started participating and promoting your content via social media. If it’s been several weeks, by now you should start to see a spike in traffic to your website.
There’s only one problem. All that traffic to your site isn’t leading to any new business! People are visiting your site, but those visits aren’t leading to new customers — or even new sales leads. So, what do you do? Simple. Focus on conversion.
Focus on converting more of your website visitors into sales leads. To do this, decide on a compelling offer for your customers, create a call-to-action to promote your offer, and launch a landing page with a form for visitors to submit their information to obtain the offer. Finally, test, measure, and iterate the whole process.
HOW TO CONVERT TRAFFIC INTO LEADS
COMPELLING OFFER: Typical content offers include research reports, how-to ebooks, slide downloads, or archived webinars. Other offers might include a free trial or demo of your product or a personal consultation. Of course, there’s no reason to be constrained by what’s typical. Use anything you think will work for your target customers.
GOOD CTA: Your call-to-action can be text, an image, or HTML, but it should always include a link to the corresponding landing page. If you have an effective call-to-action, you’ll convert a high percentage of your website visitors into leads.
TIP: Be specific and match your CTA to the correct stage in the buyer funnel e.g. if they are still evaluating different options your CTA might be “Get your free ebook” and not “sign up now”.
LANDING PAGE: A good landing page is a house where your potential client fills out their information and learn how they are going to be receiving your offer.
TIP: Its good practice to make this page simple and very direct. Ensure you don’t give your users any further options so do not present any other offers on this landing page and preferably hide the main navigation menu so all attention is targeted in the right direction.
HOW TO USE EMAIL & AUTOMATION TO NURTURE LEADS
Companies that build relationships with their leads over time have the greatest success in turning leads into customers by staying top-of-mind until the lead is ready to buy. Lead nurturing is the process of developing that relationship with your potential customer by sending targeted, relevant, and valuable messages to them in a timely manner. The end goal is to get your leads to “raise their hand” and self-select into further engaging with your business. Forrester Research found that companies that excel at lead nurturing can generate 50% more sales-ready leads at 33% lower cost-per-lead.
THERE ARE MANY FACTORS TO A GOOD EMAIL MARKETING STRATEGY BUT HERE ARE SOME NB BEST PRACTICES:
BUILD YOUR LIST ON A STRONG FOUNDATION: Make sure your existing list of customers/leads are correctly segmented or you are going to end up with a mess. Are they segmented by lifestyle stage (e.g lead, opportunity, customer, evangelist) and purchase (product X, service Y etc)? If not – do this first.
SEGMENT ALL NEW LEADS: Likewise once you have a strong foundation keep fortifying it by ensuring that all new leads/ inputs are segmented in the same way. E.g. if someone fills out a form to download your ‘baby products for new moms eBook’ – use lists/ tags to indicate what that contact is; Firstly ‘ A lead’ and secondly ‘interested in baby products’. This will help you send the right messages to the right people at the right time.
WIIFM RULE: At the end of the day, make sure that your message adds value. Get into the mind of your recipient and ask, “What’s In It For Me?” (WIIFM) Are you emailing them just to tell them how great your product/service is? Or are you offering to help solve a problem they’re facing? Make the value clear in both the email body and the subject line.
WAISTD RULE: Always answer the “What Am I Supposed To Do?” question. When someone opens your email, make it clear what they’re supposed to do. Is it to click to read a blog article? Download a new, free ebook? Include a call-to-action that links to a landing page where the recipient can convert again and self-select to further engage with you.
NO SPAM RULE: Don’t let the law get you down, ensure you comply with CAN-SPAM regulations and The Unsolicited Electronic Messages Act 2007 in New Zealand which prohibits the sending of spam with a New Zealand link (i.e. messages sent to, from, or within New Zealand).
MEASURE & OPTIMIZE: Most of marketing is trial and error, measure your Click Through Rate (CTR), open rate, unsubscribe rate and conversion rate to keep in touch with the effectiveness of your campaigns.
For starters, the concept of internet marketing might seem difficult and daunting. But by tackling each internet marketing tactic step by step, makes the process manageable and actionable.
We want you to stop surviving and start thriving. Look at your in-house capabilities, which of these steps could be immediately actioned by you or other employees and If you don’t have the capabilities in-house ask yourself what’s stopping you from outsourcing them to accelerate your success?
If its budget then its important to realize that the world is changing and suddenly these services are no longer out of reach for small business owners. With the platform economy, globalization of competition, and the power of new technologies you can outsource many of these steps to virtual assistants and marketing specialists all over the world. In fact, this is exactly why Thrive Tech was born.
The time is now to free your time, automate sales and build the systems and processes to scale in this digital economy. Go forth and start putting these insights into action!
Want a more in-depth roadmap or more information on outsourcing? Book a free 30-minute session with one of our NZ based strategists and we will match the expertise you need to the price tag you can afford.