Encouraging a prospective client to take a desired action is one of the hardest tasks we have as digital marketers. Because a serious commitment from a prospective new client is like a marriage proposal.
And as you're not the only option in town, that's a big deal.
Learn how to capture leads at a 30-50% by giving your visitors a “less risky” path of doing business with you.
Want more sales leads?
People are naturally wary of making a big decision.
Of picking up the phone.
On the other side, we are often too reluctant to actually ask for this.
It’s like we want your business but we don’t want to be pushy, or at least make it clear what the steps are.
But this is one area where your design and your content have to be perfect.
And my idea of lead generation perfection here is what I call a "Transitional Call to Action".
When I come to your site — baggaged with doubts and concerns — I need to be reassured that I’m in the right place.
And one way to do that is to articulate and define the one big thing that brought them here.
Then — when you’ve got them nodding— you need to link that empathy with their problem to your brand with a 'transitional call-to-action'.
In summary, the softer call to action that comes before but ultimately leads to your main sales call to action.
Think of it this way.
The transitional call to action is a baby step, the knock on the door that leads the client into your marketing funnel.
Nothing pushy here.
It’s just a natural next step that follows the empathising appetiser.
And one of the best ways of ensuring your transitional call to action works is to give something in return.
Something personal and valuable.
And by giving your visitors something personalised and valuable straight away, as you'll soon see, you can usually capture leads at a 30-50%.
But before we get going, let’s quickly look at the traditional way: the newsletter way.
We’re all told to build an email list, right?
Offering a newsletter on your website will win you new, highly-qualified sales leads, yes?
But new subscribers to an existing newsletter tend only to receive the next in a long line of newsletters — not the first hand holding chapter you originally sent introducing them to the brand.
And this is a big mistake and even bigger missed opportunity because if I start from wherever you left off it naturally assumes I know your brand, your products and your services.
Another related problem with newsletters is this:
When I come to your site, I usually do so with a specific problem.
I don’t care that you had a fantastic Christmas party, or are closed this weekend, or give to that cat charity, or your new salesperson is a big-haired polymath.
So anything in your newsletter that doesn’t empathise with my problem and help me to solve it in a way that is digestible and practical is a waste of my time.
Instead create content that promises — (and delivers) — real value based on a real understanding of the subscribers reason for being there.
If opting in to that kind of newsletter is no brainer, just imagine how easy it will be to ask for a sale?
Here’s a snapshot from some of my most recent results which shows how you can achieve a conversion rate of 40%.
Yep, no more 2% opt-ins, but as high as 40%!
So for every 100 people that hit this page, 40 signed up to my email list.
Opposed to the usual 2.
And this is not ‘black magic’ that works for a short amount of time.
They’re evergreen lead generation methods to generate a client list that almost everybody misses.
The goal of the 'transitional call-to-action' is to maximize the number of targeted leads you are getting for an offer.
Better yet, they then could get added to retargeting Ads on social media. — more about email list retargeting later ..
So a 'transitional call-to-action' comes before the direct call to action and offers people a less “risky” path to doing business with you.
It gives you the opportunity to deepen the relationship first.
So think back to one of the reasons why people come to your site: to do their homework.
They might have an issue, but right not it might seem to them not to be pressing.
Because if your content magnifies that problem to the point where they go past the point of doing research and feel that they need to act, you have a positive result.
One final trick.
Unless you’re a copywriter or have an sophisticated marketing system in place (which I’ll come to in a sec), the biggest reason why your content isn’t selling is you and your old fashioned belief that if you build it they will come.
I call this the hustle.
A hustle of a game that almost every business owner gets involved in.
A hustle that invariably fails and often burns that business owner out.
Fact is, you can’t spread yourself this thin and ever hope to win — not if EVERYONE else in your niche is working the same angles.
The hustler marketplace is full.
What you need is:
- A decent copywriter.
- A marketing system that works.
A better way to distribute and disseminate your value.
A way that doesn’t rely solely on you.
One way to do this is by embracing marketing automation.
According to VB Insight, 80% of marketers using automation generate more leads and 77% convert more of those leads.
And it's a component part of something we’ll cover called "Reverse Systems Thinking".
But for now, let’s cut to the chase and unveil your new way: