The logical argument is that the more people who are exposed to your message, the more people you will have buying your product/service. Here in the real world, logic does not always apply.
Why doesn't more traffic equal more profits?
The simple answer is traffic is nothing more than people moving through your website, store, or trade show booth. You need a way to get those people to fully understand why you are the only business they should deal with. You need to give them the opportunity and desire to contact you when they are ready to buy.
What do you have in place to give them the opportunity and desire to contact you?
Most businesses have a website, a contact form, and a lot of hope. If that sounds like your marketing system let me ask, “How's that workin' for you?”
Not so good? Let me tell you why.
Even with a website that was supposed to help educate the customer, you still end up explaining so much in person or over the phone. That is time that could be better used talking to people you know are ready to buy right now.
Is your website ready for full-contact?
Have you looked at the analytics for your contact page? Now compare that to your home page. What's the difference? Conversion!
You've got to get more people to give you their information if you want to get more people to buy from you.
What's holding you back?
The problem is you have no way of getting to the people who are not quite ready to buy right now. You're relying on a lot of “if's” for your sales.
IF – They find your website.
IF – They don't “bounce”
IF – They bother to look for your contact page.
IF – They can find your contact page.
IF – Your contact page works.
IF – They got the right information tailored to them.
IF – Your sales staff follows up.
IF – Your sales staff follows up ENOUGH TIMES.
IF – They are not agitated with your sales process.
The “if's” could go on some more but I'll spare you.
How do you capture and convert?
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The forms we install connected to the follow up system we build are the foundation of our proprietary marketing system.
What makes ours unique?
The ability to automatically add people to the right path. By knowing who your market is, we can build a system that directs them to the message set tailored to speak to them directly. It's as if a member of your sales staff spoke to them personally.
That's because they did.
With our guidance, your sales people will write the messaging in their own voice. How they communicate with the customers is a natural flow. You don't need to be literary, in fact being stiff and grammatically correct can be a turn off depending on your audience.
Your staff has experience with your market. They know how to handle them. That is what you want. The upfront education of the customer that helps them realize what your business does, what makes you different, and how you can help them
. Although you might see that information as basic and repetitive, every customer should hear it. It's what solidifies in their mind that your business the only one
they should give their money to.
What you need
This method requires that you have several components in place to fully implement.
- An Marketing Automation account like This one.
- A self-hosted wordpress site
- Our Survey Funnel
- A (free or paid) report for your product/service
- A message sequence to follow up
Here's an example
This is example is for a company that makes specialty items for several markets including first responders. This is a fairly defined market but can be narrowed down even further. Police, Fire, and EMS people can all relate to the general term “First Responders” but everyone likes to hear their own “name” and be spoken to directly.
Call their name
When you say First Responders, you get their attention. When you say Police, you’re talking about them. When you say “tactical response,” you’re talking directly to them. When you can talk directly to a person you have their full and undivided attention. They are more likely to take action when you have made it clear how your product/service can make their life better.
The report you write will basically be the same with minor details being added to speak directly to the specific audience. By getting specific to people’s unique needs, you’ll increase conversion throughout the entire process.
Trying to reach everyone fails
When you speak to a general audience and say “We make stuff for people who use stuff,” you’re not getting too many people interested. No one more than the people who really like and use stuff will even raise an eyebrow. Some may not even be aware of what stuff is or how it's important to them.
If you say “We make stuff for people who really need their stuff to work,” you’re getting warmer. When you say “We make stuff for police officers who don’t get to call ‘time out’ or ‘do over’ when their stuff doesn’t work…” you connect with them.
But you’ll only have marginal success if you’re saying that last line to a fire fighter or paramedic. And that’s where the survey funnel comes in. It allows you to steer people in their own direction by intelligently culling them out in the beginning. It’s like guiding a customer to your best salesperson every
You must make a compelling offer. That has to speak directly to the person looking at your site. With so many people you have visiting your site, how can you possibly target them all and speak to them directly?
Set up more than one follow up chain and guide them to it. That’s all I’ll say out here. The meat and the potatoes are inside the premium section above.
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+ Rob Calhoun
Helps small to medium businesses succeed by building systems for them that help them get new customers, retain customers, and re-energize past customers.
Rob helps clients and marketers maximize the return they get from their online marketing efforts.