One of the most common things that we hear from clients who approach us, is that their business never has enough leads or that they want better quality leads. Thankfully, there is a solution for this and it starts with implementing marketing automation. You can action this for your business and generate more leads.
Why automation? Well, this one is easy… you could technically run through the key elements of your product or service, answer questions, send nurturing emails, book a sales call and deliver great value to every lead – all by yourself – however, this would require more time than you could ever imagine. Unless you’ve managed to successfully duplicate yourself and have multiple clones – you’re going to quickly run out of steam. Automating your process will allow you to cast your net wider and potential new clients can come to you.
Marketing automation allows you to create a pipeline for your business that delivers a flow of qualified leads. Qualified leads who are buying into what you’re selling are far easier to convert into a successful sale. Having a predictable pipeline of qualified leads will increase your company’s revenue.
Before we get started, you’re going to want to understand who your ideal client is. If you don’t know who your ideal client is and what their needs are, your marketing will be less effective as you’re not going to be focusing on their specific pain points and how you can solve them. You need to speak their language. We’ve written a blog article on how to build your perfect client avatar.
Does your website use any landing pages right now? Hands up if the term “landing pages” doesn’t mean anything to you? It’s okay, let’s talk about what a landing page is and why it’s so valuable to your business.
From a marketing perspective, a landing page is a separate page on your website, created for the purposes of a marketing or advertising campaign. It’s called a “landing page” because this is where the visitor ‘lands’ after they’ve clicked through to it, either via an advert or through a separate call to action on your website.
Landing pages are valuable because you can target your message specifically to users who need your product or service. You want to speak in their language, mentioning the ‘pain points’ that they are experiencing and how your solution provides benefits to help solve these. Note that I bolded the word benefits there. We don’t talk about features, we talk about benefits, they need to understand why your offering is right for them.
There are many ways to create a landing page – it’s important to note that there is no ‘one size fits all’ approach to be had here. The type of landing page for a company selling shoes would be very different to a fitness coach offering a monthly coaching and nutrition service.
The most essential landing page elements that you want to include are:
1) Unique Value Proposition (UVP)
- Main headline – Your main headline is the hook that draws people into the page. It should clearly explain what your page is about and what you’re offering to your visitor. They need to know they’re in the right place. It’s really important to craft a great headline that begins the story and makes the visitor want to read on.
- Sub headline – The sub-headline follows on from your main headline and it reaffirms to the user that they are in the right place. Typically you’ll use this to explain a little more about your offer and what they’re going to get. Depending on the length of your landing page and the type of content that you’re writing, you may not need to include this.
- Value reinforcement – In the main body of your landing page, you should include a paragraph or two of content that reinforces the value that the visitor is going to receive by taking action. This is a great place to be talking about the pain points that your visitor is suffering from and how your solution helps them to solve these. You want to refer back to your main headline and remind them why they are on your page and what they will achieve by taking action.
- Closing statement – Just before you wrap things up, you should have a closing statement on the page that summarises the visitor’s problem, how you have the solution to this problem and an encouragement for the visitor to take action.
2) Hero shot (image / video)
As you may be aware in web design, a “hero image” is a large image, above the fold, on the page where you will feature your main UVP tag line. It’s the same sort of principle when we consider landing pages too. We want to use a hero shot of the product in use, an image relating to the service or even a video that shows a brief overview of how the product or service works.
Here’s a few examples for product or service businesses:
Waterproof Shoe Product – You’ve got two great options here. You can use a before / after style image to show how your product has protected the shoe from water damage and that it’s still in great condition. Alternatively (and in this author’s opinion better), would be to create a short 2 minute video demonstration of your product. Show the application technique and then a live demonstration of how water isn’t affecting the shoe at all.
Accountancy Firm – The cliche option would be a picture of an abacus or a calculator. If you want to be boring, go with these. Instead, why not consider a lifestyle shot of how your client would feel after you can resolve the specific pain points that you are solving.
Boutique Scarves – As a company selling boutique scarves, you’d know that images of people using your products will help to sell them. This would work exactly the same on your landing page. A few images of happy people using your scarves in an obviously cold setting is going to help instil confidence in the mind of your visitor, that your product is going to make them warm and happy.
Online Software – For companies that have SaaS (Software as a Service) products, such as online proposal software, email marketing companies, social media software, etc – the best way to show off your product is to have a short video demonstration that introduces the user to your software and shows them the benefits that they can enjoy.
TIP: It’s worth noting that a 2-3 minute video that engages the user into staying and watching, will provide an added benefit that you may not have considered. The longer someone spends on your page (dwell time), after clicking through to your landing page from the search engines – the higher your website can rank in Google. This is due to dwell time being a confirmed ranking factor with Google’s RankBrain technology. Keeping a user on your page for longer will benefit your website. Having a user visit your website, leave quickly and go to another search result will have a negative effect with RankBrain.
3) Benefits not features
Now we’re into the meat of the content on your landing page. We need to tell the user about the benefits of your product or service. As mentioned previously, we’re listing the benefits that are going to solve the specific pain points that the user has with your solution.
You may traditionally talk about your product or service as features – but what you want to do is re-frame these features as benefits for the user. Remember that a potential customer who needs your product or service may not understand acronyms and technical jargon that you use in your day-to-day operations for your business. Framing these features as benefits allows you to explain quickly and easily how you can help your website visitor.
Here’s four examples that we might use as web designers:
“Cart Abandonment” – Remind customers who don’t complete their purchase to come back to your website and finalise their order.
“Live Chat” – Real time interaction with potential leads on your website.
“Responsive Video Embed” – Make sure that any videos on your website can be watched on computer, tablet and smartphone.
“Single Page Checkout” – Increase sales by making your online checkout easier, faster and reducing confusion.
Benefits should be shown in a list format, with further descriptions added if needed for each point. Don’t forget that you can use custom icons – such as a tick or a star, to really help your benefits stand out on the page.
4) Social proof and validation
Social proof and validation for your business are an extremely powerful tool to help with conversions. A visitor coming to your page wants to understand that you can help them with their problem. When they see positive comments and social validation – these are trust factors for them. People who trust you, will be more inclined to buy from you.
Here’s some examples of social proof that you can use on your landing page:
- Testimonials – You can use testimonials from your customers directly on your landing page. For some industries, you’ll have handwritten letters from customers – it can be a great technique to add photos of these (remember to block out any personal details from your customers).
- Reviews – Many businesses use external reviews services such as TrustPilot or reviews.co.uk. You can also collect reviews on Google (highly recommended). Feed these reviews into your landing page and show visitors what your customers are saying about you.
- Social Media Messages – In today’s modern world, a large percentage of your prospective audience is active on social media. You can take screenshots of positive comments from Facebook, Twitter, LinkedIn etc and use these on your landing page.
- Certifications & Accreditations – Industry specific accreditations and certifications are ideal to feature on your landing page. For example, if you were offering an expert free course on email marketing – a certification from Drip or ActiveCampaign – both big players in the email marketing industry, would offer excellent social validation.
- Awards – If your business has won awards for your products or services, it’s perfectly acceptable to feature this on your landing page, as long as it’s relevant to your solution.
Taking the time to add social proof onto your landing page, takes you one step closer to your visitor trusting you. Remember that for a user who has never heard of you before, it will often take seven touch points for them to trust you. For a landing page, this may be your only touch point with them – so you want to effectively convey your social proof and show them that you are the experts in the solution that you provide to them.
5) CTA (Call to Action)
What do you want the visitor to do on your landing page? This is ultimately the whole point of your landing page – so it has to be relevant to your offer. The main purpose of your landing page will be to either get the user to sign up directly for your product or service, or to provide them with information in exchange for their name and email address. This adds them to your list, so you then have further marketing opportunities available there as well.
Your Call to Action should never ever say submit. Don’t do it – it’s boring and people are not going to pay attention to it. Think about the action that you want the user to take and use relevant wording for any buttons. As an example, on our website – you’ll see on a lot of our pages the main CTA that we use is simply “Work With Us”. You’ll find this at the bottom of many pages and also in our navigational menu. The purpose of this button is clear – if a visitor wants to discuss a project with us, they can click-through and fill out our project enquiry form.
Your Call to Action should tell the user what they need to do and what they’re going to get for doing so. For example, if you offer a house cleaning service and your landing page is talking to visitors about the pain points of cleaning their home, such as being too busy and not having enough time – then your offer would likely be your cleaning services, with a discount for new customers. You would tell the visitor that by filling in the form with their name and email address, you will email them a discount coupon that they can use with their first order with your business.
TIP: If you have a form on your landing page, make sure this is visible “above the fold”. What we mean by this, is that when the website loads on their screen – you want the form to be visible before they scroll. This is easier on a desktop or laptop computer than a mobile device, due to the way that screens re-size responsively. For mobile users, it’s worth considering an optimised layout that specifically suits their screen size and potentially a call to action button that floats on the screen and is accessible from anywhere on the page.
Additional landing page tips
Those were five essential elements to include on the landing page for your product or service. For some additional landing page tips and ideas, I’ll point you over to Crazy Egg’s excellent post on the 12 essentials of a high converting landing page.
Let’s generate more leads for your business
So, now that we understand what a landing page is and what elements make up a good landing page – let’s focus on the steps that we can take to start using marketing automation in your business. These steps can all be achieved in one day, although you will find better results if you continue to take action and create supporting content for your landing page on your website and across your marketing channels.
1) Set up a marketing funnel
Setting up a Marketing Funnel and the various elements around this will give an ‘always on’ source of leads to your business. As long as traffic is coming into your funnel, you can generate leads from it. Over time the marketing message can be adjusted with testing methods to ensure you’re getting the best conversion rates possible.
For your first marketing funnel, let’s focus on a basic marketing funnel – which will consist of three parts:
- Landing Page
- Thank You Page
- First Email
You’re going to need the following tools:
- Your Website (obviously)
- Email Software – We use ActiveCampaign for our email marketing, which starts from $9/month. As you’re just getting started, a good option to choose would be MailChimp – who offer a free account for up to your first 2,000 subscribers.
We covered the essential elements of a landing page earlier in this post. The most important thing to remember is that you make your copy relevant to your visitor. If they’re clicking through from an advert that tells them you’re going to “reveal how to save money building your own home” – then your landing page needs to state this again in the headline, in your copy and in your call to action. Whether you choose to advertise online (Google, Facebook, LinkedIn, etc) in a newspaper, on the radio or link to your landing page elsewhere on your website – whatever you promise to people to get them to visit the page, deliver it on your landing page.
Thank You Page
There’s a big mistake that many website owners make when they’re first creating their marketing funnel, and that’s giving the information away directly on the thank you page. This might not sound like an issue, so let me explain why it is. If you let people sign up with a name and email address and then direct them to your thank you page, where you’ve provided a link to a PDF download, or a video that has all of the answers – it’s very easy for someone to sign up with fake details, just to get that information from you. Since you’re trying to generate leads, you now have a pointless lead in your funnel and someone has deceptively received your content.
Let’s look at a better way of structuring your thank you page, so that you can ensure only genuine leads are entering your funnel and receiving value from your content.
Firstly, we want to thank the visitor for sharing their information in order to receive content from you. A nice big headline to say thank you is a good starting point. Depending on the type of person you are and if you enjoy being in front of the camera or not, this is a great opportunity for you to have a video thank you message on the page too. No need for anything longer than 1-2 minutes of video – but it helps to establish rapport and trust with the person who has just asked to receive more content from you.
Next, we want to re-affirm what they’ve signed up for and how they’re going to receive it. Because we’re automating the delivery of our first email – which will have the content they’ve requested attached – we can let them know to look out for an email in their inbox in the next 5-10 minutes. You may also want to recommend that they whitelist your email address, if you’re going to be sending up additional messages (hint: you definitely want to do this – see section 4 “Nurture your leads” below).
Finally, you can use the rest of your Thank You page for any additional content. Some examples of items that you may wish to include here are:
- Links to recent relevant blog posts
- Additional content that the user may like
- Tripwire product or an upsell
The last item on this list would need a whole new blog post to talk through in full – but I’ll give you a quick summary here. A tripwire product or an upsell allows you to give the new visitor an opportunity to spend some money with you right away to receive a little more of your teachings – whether this is a product or a service that you offer. An example of this could be a 30 minute strategy call or a “done for you” product or service, so that they can get a head start putting into action what you’re teaching them.
Whilst it’s not always relevant to have a tripwire product on your first thank you page, it does give you the advantage of giving your visitor a low barrier to entry in starting to receive paid products and services from you. Once a customer has spent money with you, it’s much easier to get them to spend more money in the future. Ryan Deiss over at Digital Marketer found that new customers that purchased a tripwire product from them, were 10x more likely to buy their larger core product. It’s all about trust and value – when a customer trusts you and finds value in what you’re offering, they’ll feel compelled to buy other products and services that will also help them with their business.
Okay, so you’ve signed up for an account with your chosen email provider. Now what? Firstly we need to make sure that we have a new list set up for our subscribers. We want this list to be specifically for users who sign up from your new landing page – so it should be separate to any existing list that you’ve created.
Once you’ve created your new list, you’ll want to create a welcome email that delivers the content that the user has signed up for. If you’re offering a digital product such as a downloadable PDF, ebook, video – you can either attach the file to your email, or provide a link where they can download / view your content. If you’re offering a free trial of your software or training – then you can provide details of how to sign-up in your welcome email.
If you’re using MailChimp, they have an excellent guide on setting up your welcome email, which you can read here. You can follow through the steps and add in your content as an attachment or in the email message.
Once the new subscriber signs up on your landing page, they’ll be added to your new list and they’ll then receive your custom welcome email with your content provided.
Finally, make sure you test your welcome email before you make your landing page live! It’s really important to make sure that you’re happy that everything is working, so that you can be confident your new leads will get the content that they’ve signed up for.
2) Create content that relates to your marketing funnel
Your marketing funnel is only as good as the traffic you put in front of it. If you want to have a steady flow of visitors, you need to turn on the traffic tap. You have a landing page created, a thank you page and your first email ready to go. Next – you need traffic! There’s no point in having a marketing funnel if you’re not sending any visitors to it.
There are a variety of ways that you can generate traffic for your new marketing funnel. I’ll run through five methods below that we find valuable for our clients:
Creating informative and helpful blog content on your website is one of the easiest ways of generating traffic to your website over time.
For your marketing funnel, you want to write about topics that are related to the offer that you’re promoting to your visitors. In each of these articles, you’ll offer a Call to Action (CTA) that leads the reader to the landing page of your marketing funnel.
Straight away, I know that some of you reading this will say that you don’t have the time to create content. That’s okay – if you don’t have time, look at hiring a copywriter to help you. Your time is valuable, so you should spend it where you see best in your business. If you don’t have time to create content, other people can create it for you.
Perhaps you’re not sure what to write about? Don’t worry – I have an answer for you. We can carry out something called a 10 x 10 content matrix. The idea here is that we have our main topic – which will be the topic of your landing page. We’ll then create 10 sub-topics that are related to our main topic. Finally, for each of these 10 sub-topics, we’ll create a further 10 sub-topics. By the time you’ve finished, you’ll have 100 different content ideas for blog articles. You can also use these content ideas for other items such as video topics, nurturing emails or you can even put them all together and create a whole book or product from them.
Let’s run through an example… In this example we’re going to assume that you offer a course on gardening at home. Your landing page allows the user to sign up for a “7 step quick start guide for home gardening”. So, as our main topic is gardening, we could have 10 sub-topics such as:
- Basic concepts of gardening
- Vegetable gardening
- Fruit gardening
- Inside gardening
- Outside gardening
- Gardening in tropical climates
- Gardening in cold climates
- How to plant
- How to take care of weeds
- How to preserve your vegetables
For each of these sub-topics, we then need to create 10 further related topic ideas. If we look at the first item Basic concepts of gardening, we could use:
- Soil types and composition
- Choosing what to grow
- What months to plant
- What months to tend to your crops
- What months to harvest
- Tools that you’ll need for gardening
- How to plant vegetables
- How to plant fruit
- How to use fertiliser
- How to protect your plants
The process will likely take somewhere between 1 – 3 hours for you. We’ve worked with clients on this process and they’ve been amazed with the number of topic ideas that they could come up with. If you carry out the same process across a few different initial niche topics, you can easily create 200-300 topic ideas for content creation.
The first hundred post ideas that you generate alone, will give you almost 2 years of blog post content, assuming that you post 1 article per week. We’d recommend a few different content topics, so that your readers have a varied experience on your website.
Social Media Posts
Social media content allows you to put your content in front of a world-wide audience. Platforms such as Twitter, Facebook, Instagram, LinkedIn, Pinterest and more – give you the opportunity to reach people that are interested in topics that you are writing about.
The particular platforms that you use will depend a little on the type of business that you operate. You’ll want to do a little research into your ideal client and where they hang out online. If you’re working b2b (business to business) you may want to focus on LinkedIn as a priority. If you work b2c (business to consumer), then you may want to focus on platforms such as Facebook or Instagram. Remember – there is no hard and fast rule, and there’s some great crossover between platforms. Understanding your client and the platforms they use online, will allow you to focus on the areas that are most important for your business.
Take headlines and content from your blog articles and post these on your chosen social media platforms, along with relevant hashtags. For example, this article might use hashtags such as: #marketing, #marketingautomation, #marketingfunnel, #generatemoreleads
For platforms like Instagram, these are image based – so creating images with quotes from your content would be a good idea here. Then use the first comment option to post a link to your article and any other details.
If you want to automate some of your social media posting, you can use a service like Missinglettr. They have software that will automatically scan your website for new blog posts. You can then go through a couple of simple steps and set an automated content schedule to post out to Facebook, Twitter, LinkedIn and Google+. We use their service to create 365 day evergreen campaigns – which will post periodically throughout the year, with a link to our blog articles.
It’s important to note that your social media feed shouldn’t just exist as posts that go to your articles. You should also look to share content that would be useful for your followers and engage with them. Jump in and engage with others in conversation – social media is about making connections. Take the time to thank people who share or like your content – connect with them. You might just be surprised at how much extra visibility your content has, but beyond that and more importantly – about the connections you can make with others.
PPC Adverts / Digital Advertising
Using PPC (Pay Per Click) advertising gives you the opportunity to get your content in front of the eyes of interested customers almost immediately. It is a paid option, so you will need to have some budget for your marketing. If you’re just starting out – keep your daily budget low so that you can test the waters and find what works best for your customers.
Again, the best option here will depend on where your ideal client hangs out online – but the main opportunities to consider will be advertising on Google, Facebook or LinkedIn.
These platforms will allow you to target your adverts to certain keywords or key phrases, to specific demographics (e.g. age, location, interests) and even to only show them at certain times of day.
Each of the platforms has a guide on getting started, and you’ll also find many free videos on YouTube that will help you to quickly understand how to get started.
Tip: The most important thing to remember with your advert is to make sure it’s fully relevant to what you’re offering on your landing page. Don’t promise something in your advert that your user is not going to get on your landing page. You want them to feel like they’ve clicked through to the right place, and that they’re about to receive exactly the type of offer that they need to help them with their problem.
It’s amazing how many people forget to talk to their existing customers when they have a new product or service ready to offer to the world. These are people that already Know, Like and Trust you.
They’ve spent money on what you’ve offered them previously. They’re perfectly positioned to spend money with you again and they’re easier to “sell” to, as you already have an established relationship.
Look at your existing customers and create a segment of those who would be relevant to your new landing page. This may be all of your customers, or it could be a smaller sub-section if you offer many different products or services.
Once you’ve created your segment, reach out to your existing customers and let them know about your new landing page and offer. A short email with some details is a good first start. You may also like to follow-up with an additional email or telephone call, if you note that they haven’t yet signed up. Remember that you’re offering value – so do share this with customers that will benefit from it.
Reach out to your network. We all know business owners, consumers, friends and family. Many of these people may benefit from the value that you’re providing through your new marketing funnel. A simple post on your Facebook account or mentioning it at your next business networking meeting, can bring a bunch of new leads into your business.
You should also speak to fellow business owners that you know in connected industries. Obviously, we can ignore competitors – but if you were an accountant and you had a contact who also works with business owners in a different niche, you have an opportunity to work together and cross-promote with the right offer.
3) Content upgrades
Content upgrades are one of the easiest ways to level up your existing blog posts and to enhance the new blog posts that you are creating and bring more clients into your new marketing funnel. In fact, once you understand content upgrades and how powerful they can be – you’ll see that these can create mini sales funnels all by themselves.
If you’re going to be pointing everything directly over to your new landing page, then you can skip this step – but it will give you the opportunity to create additional tools and content that your visitors will find valuable.
So, what is a content upgrade?
A content upgrade is where you add a lead capture form (name and email address) to your blog post, with an offer of getting more of the content that the user is currently reading. Typically, this would be something that would give them a quick start in taking action on the details of your blog post.
Here’s an example: An accountant writes a blog post about “Successful budgeting for your small business”. He provides tips on how to get started and recommends that business owners set up an Excel spreadsheet and start tracking their income and expenditure.
In our example above, the perfect content upgrade that the accountant could provide would be a ‘done for you’ spreadsheet, so that you as the business owner just have to enter in the numbers that are relevant for your business.
We aren’t looking to give away the kitchen sink with our content upgrades, what we’re looking to do is show the reader that we are an expert in our niche and to deliver value to them. When we deliver great value and build trust in our expertise, we help to enhance the fact in the reader’s mind that we’re probably a great company to work with.
A content upgrade could be a PDF guide, a spreadsheet (like the example above), a short series of emails, video training – or more.
Spending an hour or two creating a valuable item for people that read your blog articles will level up your content and don’t forget that you can link them to more of your content, including your marketing funnels – from your content upgrade itself.
4) Nurture your leads
It’s important to nurture your leads and to deliver value to them. Using a series of nurturing emails helps you to educate your prospective client, deliver value to them and build trust.
Sharing valuable content helps your leads to understand how you can help them further with their problems.
With our clients we recommend a short series of value delivering emails, over a period of a week or so. It’s important to let the user know that they are signing up for these and to respect their wishes if they choose to unsubscribe at any point – which can be handled by your chosen email provider.
Here’s a typical email workflow that we might use:
- Day 1 – Initial welcome email with the content that the user has requested
- Day 2 – Value email
- Day 3 – Value email
- Day 4 – Value email
- Day 5 – Value email
- Day 7 – Sales email, with an option for them to purchase a product or service. We’ll talk about this more in the ‘Call to action’ section below.
This series of emails would be sent out over a week, although we usually don’t send out emails at the weekend as people are busy with their families and loved ones – so we don’t want them not to read the valuable content that we’re providing. So the course of emails, would typically take 1-2 weeks to be sent out in total. You can set up parameters such as ‘day of the week’ for emails to be sent/not sent, in your chosen email provider.
When you’re sending out value emails, you want to encourage the recipient to ask questions. Use the normal tone that you would in your business and talk directly to the recipient. If you’ve read through our website, you’ll note that we use a friendly and engaging tone and we’re not afraid to use our sense of humour.
Value emails should have one key focus per email, and not be too long in length. You want your lead to understand and identify with your message and find what you’ve shared valuable and useful for their particular needs. Including too many topics or points is only going to make it harder for people to read your emails. We live in a world where everyone wants information now, but we’re too busy to actually consume it. Short, valuable content will work wonders here.
Finally, remember that not everyone is going to engage with your content. The world is full of people with different beliefs, ideas and needs. It’s okay for them not to resonate with you. In fact, you want some of them not to resonate with you.
People that unsubscribe or don’t read your content are doing you the biggest favour that you could possibly ask for. They’re showing you that they’re not a great fit for your business. You only need leads that resonate with your content and understand that you have great expertise to assist them with their needs. So, understand that an unsubscribe is a positive thing as it allows you to focus on people who need your help.
5) Call to action email
The final email that we send the lead in our marketing funnel is our sales email. This is where we go from delivering great value, to providing the lead with an opportunity to say yes and purchase a product or service from you.
If a lead has been following through your marketing funnel, devoured your content, found value in everything that you’ve shared – they’re now ideally positioned to buy from you. You’ve developed trust and shown them that you’re the expert who can help with their pain points.
Of course, your call to action doesn’t have to be for a sale. It could be for a free trial of your software, a demo of your product, or even the opportunity to book a short consultation with you. Whatever you’re offering – you just want to direct the user into taking action.
Here’s a few examples:
- You sell a course on ‘Gardening at Home’, with your marketing funnel having taken the user through valuable content to help them get started. You could offer them the opportunity to join your course and you may even include a discount coupon to thank them for following through with your content.
- You sell footwear and accessories, with your marketing funnel that was designed to help the user choose the perfect pair of trainers for their particular style. You could link to the latest products that you have available (or a specific set of products). Again, a coupon is a great impulse option here to encourage the user to make a purchase. Heck, you could even offer a free pair of coloured laces if your business is all about customising shoes to suit the wearer’s mood and style.
- You run a proposal software company and your marketing funnel was teaching users how to write better proposals. You could offer a free trial of your service or a live product demo – with one of your team. Plus, you could give a limited time sign-up discount if you wanted to.
- You’re an awesome web design company, based in Chichester (*cough*) and your marketing funnel was on generating more leads for your small business. Well, you could offer a paid website health check which would provide an overview of what is being done right at the moment, what needs some work and help the client put together an action plan for success.
There are many different types of call to action – but they all have the same premise. You want the user to take action, you’re asking them to work with your business and to take advantage of the product or service that you offer.
Tip: I’ve mentioned discounts a few times in the examples above. Coupons and discounts are a great way to make a lead feel special and like they’ve got an even better deal. They can sway the decision for users to take action, so consider if they’re valuable for your particular audience.
Finally, one thing that you want to avoid is fake scarcity. As someone that carries out digital marketing, I am on a lot of email lists. One of the things that I find extremely disappointing are the emails where someone is selling something and says “Whoops our server broke” or “only 11 copies left” – yet you visit the website a month later, and they still only have 11 copies left. You’ll find this a lot if you ever look at digital services and products – it’s a fake scarcity tactic. When someone sees and understands what you’re doing, you can lose all trust and credibility that you’ve built up. By all means, have a deadline for taking action. In fact, I’d encourage this. But stick to that deadline! FOMO (Fear Of Missing Out) is a genuine thing with people and it’s an excellent item to add to your marketing funnel – but don’t fake it. If you tell someone they have a deadline for taking action, stick to that deadline.
Following the steps above will help you to set up your first marketing funnel. It’s possible to complete everything in one day, but if you need to put it all together over the course of a few days – that’s absolutely fine. No-one is going to judge you for taking a great big step forwards with your marketing.
A predictable pipeline of leads helps to improve the bottom line of your business. You can duplicate the marketing funnel process for many different products or services that you have, it has the ability to scale as much as you want it to.
Please let me know in the comments once you’ve taken action and set up your first marketing funnel. I’d be delighted to see your progress. As always, if you have any questions – leave a comment and I’d be happy to help.
Here’s to your marketing funnel success! Remember, taking action and creating your first marketing funnel, is just one step towards turning your website into a digital success platform.