Hey there! I hope you’re having a great week. I’ve been spending the last few days, purging all the stuff that has somehow made a home for itself on my desk these past few months but it was worth it.
Just dealing with day-to-day upkeep of a business can sometimes be a real hassle, especially if you’re crunched for time. But we now live in a time where marketing our business is no longer a “nice to have” but a “must have”.
The good news is there are a ton of great affordable tools out there, that can help you generate new leads and even more importantly new sales. The bad news is there are a TON of tools and online courses and membership sites out there to sift through. You can give yourself a massive headache trying to figure all of this out.
So in today’s post I’m going to go over how you can generate more leads to your website and it’s almost completely automated. I’ll show you what you need to look out for and with just a little bit of “tweaking” here and there, your website will be generating more leads for your business in no time.
FYI – This is a long post this week, generating leads is a big topic, so if you’re short on time you may want to circle-back to this later.
Now, if I had to guess, I bet that at some point in the last few months, many of you have received, if not one, a few phone calls from someone trying to get you to sign-up for some form of paid advertising campaign either through Google or Facebook or someone else.
Most of you are really just looking for a way to use your website to bring in more leads or even better sales. You don’t really care how they do it – you just want them to do it. Right?
Listen, I know where you’re coming from, but I still believe that every business owner should MAKE the time to better educate themselves about a particular part of their business before they invest a lot of money and time into it. Pay-per-click campaigns (aka PPCs) are no exception.
You see, in order for any PPC to work, you and whomever you’re working with, have got to understand how a sales funnel works online. It’s quite different from traditional print or radio advertising, but it can allow a small business to expand their reach as they never could before. So I’d like to walk you through a basic sales funnel and give you some tools at the end of this post, to help you get started with your own.
A “basic” sales funnels consist of 4 parts: traffic, a lead magnet, a landing page and a follow-up email sequence:
#1 Get Traffic
If there is one thing you have to understand about making money online is that you must have traffic. If you don’t have a steady stream of traffic coming to your site, it’s just like you don’t even exist. The old adage of, ‘If you build it they will come.’ simply does not apply here. Paid traffic is a great way to do it, but it shouldn’t be the only way.
You’ll want to use your social media channels, your email signature or even promote your lead magnet at a live event or workshop you’re participating in. Wherever you have contact with your prospect, you want to use that as an opportunity to promote traffic to your site.
#2 Create a Lead Magnet
Once you’ve got some traffic coming to your site, you’ll also need to have a way to gauge whether you’re attracting the right prospects and if anyone is even visiting your site. A really simple way to do this is finding away to capture their emails. Sure Google Analytics will show the number of visitors to your site, but your end goal is to be able to reach back out to them again and the easiest way to do that is with their email.
So in order to be able to capture their email, you’ll need to offer your visitors something so compelling that they’ll be willing to sign-up for your email list in order to get it. You’ll need to create a lead magnet.
Now there are number of different ways you can create your lead magnet but for this post I’m going to use a downloadable PDF as the example here. How you present your lead magnet is important too. You see it’s not enough to just drive “cold” traffic to a landing page and then ask for the person’s email.
You need to “warm” them up first and the best way to do that is to write a blog post that spotlights the problem that the lead magnet solves.
You can then segue into introducing your reader to your lead magnet – right there in the blog post.
This is often referred to as a “content upgrade”. It prompts the reader to either sign-up for the lead magnet right then and there and/or takes them to a landing page where they can get more details.
#3 Retarget Your Audience to a Landing Page
Now not everyone who visits or reads that blog post is going to sign up right then and there. It may be the very first time they’ve even heard of you and that is why it’s important to drive traffic to more than just one piece of content over a period of time.
However, if you’re doing this via a PPC campaign, like Facebook ads, you can retarget all of the visitors who came to your site from Facebook with a second or even third ad campaign that either provides with more free content or to a landing page for the same lead magnet. This is often referred to as a “retargeting campaign”.
These campaigns are designed to put you back in front of “warm leads” or people who already know who you are but haven’t signed-up for your list yet. Doing this all via paid traffic can be very expensive and that is why it’s important to continue to promote your posts free traffic sources, such as social media and via guest posts.
#4 Don’t Forget to Follow-Up
Now once you’ve gotten your visitor to sign-up for your list, you don’t want to just send them a link to their free lead magnet and call it a day or start spamming them with discounts and promotions. This is a big mistake because it will only encourage that new subscriber to hit the unsubscribe button pronto!
But here’s the thing, only about 25% of the people who sign-up for your list will ever download the very thing they signed-up for. So it’s up to you to remind them and this is where a very simple automated email sequence comes into play. Just about any of the email service providers provide an “autoresponder email” feature, but it’s up to you to write the emails and set-it up.
There are many ways to approach this. Some people believe in sending a certain number of emails within the first 48 hours or within the first week to keep your new subscriber engaged with your business. But I’m going to go against the tide here and suggest a softer approach.
You see blowing-up your new subscriber’s inbox with a bunch of emails in a short period of time is almost a guaranty that they will unsubscribe. Why? Because this is what everyone else does and you can’t stand out if you look like everyone else.
Think about it. How many times have you bought a piece of clothing or something for your home online and within a half an hour of purchasing it you’re inbox lights up like a Christmas tree with email notifications you someone missed opting out of at checkout? Exactly. You don’t want to be like that. This is after all about building long-term relationship. Here’s what I would suggest instead.
Send your new subscriber an email 48 hours after they sign-up reminding them to download their lead magnet. About a week later send them another email talking about something they should have been “on the lookout” for inside the lead magnet.
This is something that should ideally be something that will prompt them to go back and look for it. And finally, send another email, the week after that, asking for feedback about the content in the lead magnet and you can close the email by asking for a sale.
You could suggest that they reply back to that email or give you a call for a consultation or you could add a link to a product that you have for sale that is related to that lead magnet. Another thing to keep in mind is that you should also add this new subscriber to your weekly email list.
It’s up to you whether you add them after your follow-up sequence or in addition to it, but I would suggest that you keep these follow-up emails short and sweet.
Bonus Tip: Don’t Give Up Too Soon
OK so you’ve got this sales funnel all set up and you still aren’t getting any results. Here’s the number one problem people face when they try to set-up a sales funnel for their website. They give up too soon.
Here’s the deal – you’re going to get some parts of this funnel right on the first try and other parts of this funnel you’re going to have to revisit two maybe even three times, in order to get it right.
Whatever you do, don’t throw everything out and start over. Keep what’s working and focus on correcting the pieces that aren’t.
So How Am I Going to Keep Up with All of This?
I’m sure some of you are wondering, by now how are you going to keep up with all of this. Here’s the good news. You can automate nearly every step of this process. Here are some tools that I would suggest to help you get started.
You can use landing page software like OntraPages and LeadPages to capture emails if you don’t have a website yet. There’s also more robust options like AWeber and InfusionSoft that combine both landing pages and email list management tools into one.
If you really don’t have time or don’t want to get bogged-down in trying to learn another software app, you may want to consider hiring an automated marketing service like Main Street Hub or Marketing 360 and have them do the work for you.
And for the record, I just wanted to let you know that I am not an affiliate for any of these companies, in any way. These recommendations are my own and I receive no commission or payment of any kind for suggesting them to you.
Now once you have everything set up, the only thing that you should really be doing is making sure that your funnel is actually working. You also want to be on the lookout for any emails from potential customers giving feedback, wanting to purchase a product or schedule a consultation or a sales call.
The whole point is to make a sales funnel like this work for you and not against you, but you’ve got to put in a little time upfront before you can reap the benefits of generating leads (and sales) from your site. I use an automated sales funnel in my own business and believe me it’s worth the effort.
OK that’s it for me this week and now I’d like to hear from you.
Question: What’s the most difficult obstacle you face when it comes to setting up a sales funnel for your business? Is it the money? Having the time to do it or something else? Share your questions and comments below.
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