Let’s talk Lead Generation and how you can ensure you nail your conversion tool…
I’m here to be of service to you. The best way that I can do that is to be able to respond to your comments to see what’s going on and to be able to really connect in so I can be of deeper service to.
That is my mission and my intention, always, always, always.
All right, so there’s this thing going on, in fact I noticed it in one of my Digital Business Builders conversations, the beautiful humans that were part of that group were asked me a little bit about conversions.
It’s been top of mind for me at the moment to talk about your conversion tool because what’s happening is that we know that the world is noisy.
We know that we need to be putting opportunities out there for people to connect with us.
We know that we want to be finding ways to build and we want to be getting more subscribers into our email automation because whatever is happening in the crazy noisy social media world. If you have a list you have an asset.
And if you have a list you’ll always have a list of potential buyers and customers and people who have opted in to you and I think this is super, super important. I encourage you to consider the ways that you can nurture and build a list so that whatever happens with all the updates right now, you know that you have something that is yours and that is really leverageable.
We’ve talked about list building before all the big guys are talking about list building. And it’s the thing that’s going to eliminate the risk for you right. It’s the thing that’s going to take away the doubt and the pain of I don’t know how to navigate this thing. If you have an email list, you’ve got something that will allow you to build a relationship.
Now, statistics, and these are not perfect statistics as you’re relying on my brain but there’s a statistic in here somewhere that 85% of people who opt into your list will become customers over the next two years.
Now you might be thinking, great but I want a customer now. If you knew that everyone on your list is going to become a customer at some stage, would you then nurture that list in a deeper way? Would you then be more willing to invest in your list? If we knew that every month, you could drop 50,100, 200 people into your email list, knowing that within the next two years, they would become customers, how would you invest in that thing?
And so it’s super important to consider that, this is a tool that you can and should use.
You’ve got to understand how to use that tool to be able to generate a sale. Right.
And so this is where the waters get murky because we can do all these lead magnets you know and that is great. But what is the thing that gets someone from being interested in you to becoming a customer, what is your conversion tool?
And so for me, my conversion tool is often a conversation. If I’m bringing someone into my business the conversion tool for me is a conversation. It is not the cheat sheet that I released. It’s a conversation that I have with someone, which is a strategy or sales call.
So let’s be super mindful, one of our customers was asking about how her opt ins are converting. And so the first thing we need to understand is we need to meet people where they’re at. If the conversion tool is not working, then we need to consider if the tool is the right tool.
I had a conversation with another client early this month, and she’s like oh I don’t know should I do the webinar or should I do that thing … so I asked what’s the process you take, what is the process to make a sale. And she has a conversation with them, so then that’s your conversion tool, all the other things should lead to the conversation because the conversation where you make the sale.
So if you’ve got a lead magnet and you’ve got people coming into your email list. That is great. But is the intention to build your email list or is the intention to make the sale. And what is the thing that’s consistently making a sale for you right now. So let’s talk about that.
I think that all of your lead magnets should take the first step into the conversion. We want to understand all the things that we’re doing is about bringing people to our conversion tool.
Are they ready to now?
Are they aware?
Are they thinking about their problem?
Or are they further along than they’re thinking about this solution?
What is the thing that they’re looking for?
And so when we start to consider the customer journey rather than I want to sell my product, or I want to get a name, or I want to get a number, or I need to book calls or whatever that is when we start to consider these things.
When we start to consider these things, it’s a very different energy to, I need a lead magnet, right. So how do you, I call it sugar because everyone loves a bit of sugar, even those of us who are trying to go sugar free :-) But when we’re thinking about bringing people into our business I call it a sugar cube, because it really is the sweetener, to be able to incite a response from someone. So what is the sugar that you’re offering in exchange for the email?
I’ve had a bunch of clients and they’re like, I sell from webinars. Cool. That’s your conversion tool right now. Are you selling directly from the webinar into a program or are you from the webinar going into a sales call? So if the webinar is a tool that will allow you to go into a sales call. Perfect. That is your conversion tool. If you’ve never sold from webinars before, it’s hard to know that that is your conversion tool and whether you should invest all your time and money in that space.
How do you get that person to a level of readiness, so that when you are having the conversation, they’re good to go.
And so then those become the decisions that you make in order to activate the conversion tool, they are the tools that will allow that sexy next step, it’s like the gateway to YOU.
So if you’re considering like what is it that I need to do or how do I get someone into my group or how do I get someone to download my checklist? The question is, what is the best next step to You.
And then you can start to reverse engineer, what’s the step before that, oh well they’re gonna see me present a webinar or they’re gonna see me present at an event, or they’re going to be part of my group so then your group becomes part of the process. And so what is the solution that you’re offering for them to come into the group or get access to your sugar.
What is the problem they have now/ what I would challenge you to do is to consider reverse engineering how this looks. And then you’ll understand the right next steps.
So let’s talk about some ways that you can bring people in. The thing that I would ask you to start to consider if you are looking at. my thing goes sideways. But then the next piece around that is you’ve got to know your numbers right. If your intention is to grow your business.
I love my business. I’m calling the angels which I do, and there’s love and trust that I have with my crystals and the gratitude and all the things that I do. And then there’s the action that supports it right.
So is where I know my numbers. I know my target every month. I know the things that convert versus the things that do not convert. I know my numbers on my lead magnets I know my conversions on my pages. And so, this is super super important, you’ve got to know your numbers so you can play by the numbers, how many people are you adding to your pages, your lists, your group, every week and every month.
We have a target every month this is how many people we want in the group.
This is how many sales we want from that, like there’s a very mechanical process around that you need to know your numbers.
So, when you’re thinking about how is your current tool is converting, let’s reverse engineer it. How many sales have you gotten from, from that place. And then, if you take one step back from the webinar, how many calls do you have booked? And if you take one place back, how many people opted into the webinar, and then you take that one place back. How many people responded to the call out, that was the solution to the problem. And then one by one step back how many people did your page or your post reach and you start to understand what are the numbers. If you don’t know your numbers it’s time to get really granular.
What if you’re, if you have a freebie or you have an offer, or a lead magnet and you put it out into the world.
How many people are landing on the page. If you have 100 people load on the page, how many people are actually off like clicking the button. Right. How many people are downloading or registering or giving you their email. If you have 100 people on the page and you have five people give you their email in digital marketing language that’s considered quite good.
Now, I believe, and this comes from my team and the magic that exists in my field, as opposed to any particular data. I believe that when you’re speaking to the right people. And you have the right message and the right energy but that will be higher.
Because I believe the world is abundant and that when your message comes from the place of truth, Trust, Integrity and Authenticity. Then people will connect with that.
So the key is to get clear on the messaging and to make sure that you’re clear on how you can help people. So if your conversion tool is not converting, go back a step.
Hopefully this makes sense :-)
So, we can talk about all the things that you can offer people from a lead magnet perspective, We can talk about all the things that you can offer people, but I want you to consider what is the intention.
The world has enough stuff, marketing without intention is to stuff, and far out. We don’t need any more stuff. But what we do need is things that make a difference, stuff that matters, marketing that matters.
We need to help our people. And it’s not about us.
I guess this is for me always comes back to the space of how am I being of service to my people and what is the thing that they’re looking for? And if you don’t know, then it’s time to ask.
What is, what is the thing that you’re looking for from me.
I would start to offer and ask the questions that will allow you to meet your people where they’re at. There’s so many ways that you can connect with people and use that as the sugar, to be able to take them through that space from customer to lead magnet, or customer. And so when you understand what that is life becomes simpler.
I promised you some ideas.
The first thing is not to compare to anyone else but you. This is not about what my team does. This is not about what Joanne does, this is not about what Jenna does, is not about what Marie Forleo does, right, this is about what you do and how you serve your people, their people may not be your people.
So why would you try and market to your people the way they market to their people if they’re not the same. Know your audience and understand what are the activities that are going to bring you the success to building a list of customers and potential long term business.
Then what are you doing every day to nurture and build your list, how are you adding more people to your CRM? And one of the things that you can do, my suggestion would be if you are a coach consultant, course creator or offering a learning or development type of service, which is most of the people on the call. I would say, think about one of the problems that your customer has and answer that, in your sugar cube.
Take one module of the program, and showcase that as a sugar cube so people get the experience of working with you.
So you’re not trying to create all this new stuff right, just give them an insight and let them know that you have a nine step system but I can’t give you all nine, but I can get you on the right on the right path and here’s step one or step two, whatever that looks like.
And there’s a couple of ways you can do that.
You can create a cheat sheet. This should be easy to digest, it should be simple. It should be a quick read with lots of information right easy for people to understand, but relatable to the offer at the end,
You could create a workbook which is informative and it gives people an action to take where they’re able to understand how to use the information and understand all the things that are super important. This generally has a higher perceived value because they’re learning and implementing on the go and it obviously has a high investment of time.
Generally the higher that the longer it takes for someone to digest, if you’re doing a five video series, the longer it takes for someone to digest it the longer it’s going to take for you to create ibut if someone does go through that process, the higher the conversion rate will be.
The easier it is for you to create, the easier it is for someone to digest, the lower conversion rate. So it’s worth understanding where your customers are at if you have someone who’s aware versus someone who’s ready. The conversion tool for each one of those people will be different. But at the end when you build trust over time and the conversion rate will be higher.
Same with my Content That Connects course, it’s10 modules, and probably a good 15 hours worth of work in there right but at the end of that the customer has invested in that time. So, they’re probably more likely to work with me in the future.
It’s really hard to offer a sugar cube that’s designed for someone who’s ready to someone who’s oblivious.
This is a lot. And I’m not here to confuse you. If there’s one message from all of this. The first one is, understand what is the tool that you are using, that’s taking someone from inquiry, is that a sales call or a webinar, whatever that is, understand that.
The second step is reverse engineering the steps. And take someone on the journey with you.
The third step is to meet people where they’re at. Don’t try and sell or give someone or bring someone into your conversion tool that’s designed for someone who’s ready, if they’re not aware of the problem. You just set yourself up for a really hard ride and no one needs to make things harder. .
So, three steps. What is your tool? How are you making the sale? What are the steps to bring someone into that process?
Then what is the sugar that will allow you to streamline?
The fourth step is meet people when they’re at.
If you’re making sales by getting on the phone sales calls your conversion tool. Don’t try and figure out another way. If your tool is not proven, it’s just going to keep you without any sales while you try to figure out. We don’t want to do that.
Can we just have everyone go through your sales? Yes, then your page is the conversion tool.
Go do your thing.