Picture this: you’re scrolling through Facebook or Instagram and you see a post from a business that is clearly an ad. Do you click on it? Probably not.
Now imagine you see a link to an article you’re either interested in or that addresses a problem you’re having. Do you click on it? Yes!
We’ve become accustomed to recognising ads and so we avoid clicking on them – because we know we’re going to be sold to pretty aggressively at end of that ad. This isn’t just “pushy” or inelegant marketing – it’s also a waste of your time and budget, especially if you’re targeting people who know nothing about you, your business or the problems you can help them solve (and this is why content marketing is such an important function of your marketing strategy).
But don’t despair – you can direct traffic from social media to website, and you can turn those web visitors into paying customers. How?
It’s all a matter of positioning. Follow our four-step process to convert web visitors into paying customers.
Step One: Create A Blog Post And Syndicate It
The first step is to identify a problem your audience is having and create a blog post to help them overcome it. For example:
– If you are a gym owner, you could create a post about getting fit for summer
– If you are an event planner, you could write about top places to hold a destination wedding
– If you are an app developer, you could make a post about the latest mobile OS updates
And you shouldn’t just leave it at the blog post. Depending on how your audience likes to consume content, you can also create a podcast, YouTube video, or infographic for Instagram – be a master of leverage with the content you create to reach more and different audiences, and ultimately send more content back to your website.
(Hint: if you need some more help repurposing your content, check out this episode of #AskJackD, where Jack Delosa, CEO and Founder of The Entourage, shares his top three content marketing tips to get more content across more channels!)
Step Two: Get Your Reader To Opt In
A lot of business owners who know how to create content and draw visitors to their sites ultimately fail to see any tangible business results from this traffic.
We can pin this to one major shortcoming of their strategy: they fail to capture the details of their website visitors.
To turn those web visitors into solid leads, establish a clear incentive for content consumers to give you their email address. An effective way to do this is to develop a Lead Magnet that is related to the content covered in your blog post.
What Is A Lead Magnet?
A lead magnet is a free offer, often in the form of a download, that visitors receive in return for giving you their email address. You simply need to make sure the option to opt-in is clearly visible in your blog post – ideally both in the middle and at the end. This tactic gives multiple opportunities for the reader to provide you with their details in exchange for some fantastic content. A lot of CMSes (content management systems), like WordPress, offer simple drag-and-drop widgets so you can easily implement this opt-in feature into your blog content and database.
Using the example of a gym again, if your blog post is about getting fit in time for summer, the lead magnet might be a free 30-day meal planner. In general, people are more likely to provide their email address if they’re getting something of value in return.
How do we do this at The Entourage?
It depends on the piece of content in question, but we’ll pair high-level lead magnets and E-Books with more tactical blog content (for example, if someone is reading a blog about Sales, we might also offer them the opportunity to download an E-Book on the Sales Myths That Are Holding Your Business Back).
We also offer all business owners the opportunity to complete our proprietary business benchmarking tool, the Business Growth Profile – this is a 54-point questionnaire which, when completed, identifies the biggest strengths, weaknesses and areas for opportunity and growth within a business. It can also compare the growth of one business in any single industry with other businesses at different revenue marks within that same industry. This is completely free, and takes only 15 minutes to complete – what business owner wouldn’t want to complete it?! (Head here to complete your free Business Growth Profile today).
The beauty of this strategy is, once you have captured an email address, you have turned that web traffic into a lead, and so you’re in stronger position to nurture an authentic relationship with that lead, based on trust and value, which is more likely to result in converting them into a paying customer.
Step Three: Convert Web Visitors Into Paying Customers
So you’ve created the content, you’ve drawn someone to your site and you’ve captured their email in return for a free download.
Once a consumer has opted into your lead magnet you can direct the web page to a ‘thank you’ web page. This is where you get the chance to turn this visitor into a paying customer by offering a clear next step.
How? You use what we call a Tripwire to do this.
What Is A Tripwire?
A tripwire is a low-cost offering, usually between $1 and $10, that gives consumers a taste of your core product.
Continuing with our gym example, if you had provided a free food planner as your lead magnet, your tripwire could be a 2-week gym membership that only costs $1.
Offering your leads something low-cost means that it is low risk because the commitment level is equally low.
The significance of this for you and your business is that you have now changed the nature of the relationship with this person – they are no longer a content consumer or lead, they are a paying customer!
Step Four: Sell Your Core Product
Once a lead has bought a tripwire, you’re in a better position to sell your core offer to them as you have already nurtured and established a relationship with them, based on trust and now co.
The tripwire of a 2 week gym membership would get them through the door of your gym. You’ll then be able to sell them your core offer which might be a 6- or 12-month membership, or personal training sessions.
Do You Want Some More Help Growing Your Business?
Our Entrepreneur Development Managers are here to talk you through your current sales and marketing strategies, as well as all the other functions of your business. Book in your free Business Growth Strategy Session today.