Category Archives for "Marketing"
How To Sell A High Ticket Offer
If you sell luxury goods, offer a valuable an in-depth service such as business consulting, or just have a product that isn’t the cheapest on the market, your prices may fall into the high ticket category.
Generally speaking, this means $1000+, but it depends on what niche you’re in. For example, $500 is fairly cheap for a 30-day business mastermind, but high-ticket for a pen.
If you have a $899 course, $2k mentorship or $5k+ coaching program, it can be tough to know how to sell it. But, it’s a misconception that the lowest priced product sells more, or that customers are always hunting for a deal. This is because the term “bargain” is relative: what people are really looking for is more value.
This means instead of lowering your prices, you up your value: and there are two ways to do it.
If you have a digital product or membership site, it’s easy and preferable to increase what’s on offer in a way that’s of low (or no) cost to yourself. For example, if you have an info product, and you can easily create things like workbooks, checklists, printables and other digital items from the content you already have, that’s a low-effort way of boosting the value to your customer without too much effort.
For a membership site, it’s not likely that having members hang around a little longer than the stated membership cycle – except when space is at a premium and you’re using scarcity to sell – is going to have an impact on your bottom line. So, you could offer a longer membership. For example, if you own a gym, you already have the building, insurance and equipment: it doesn’t really matter to you that you’re “giving away” one extra month, but for the customer it could mean extra results and boosted loyalty.
Boost Value Perception
If you have a business such as one-on-one consulting, or you offer a service, bundling value isn’t going to work because you’ll have to put in too much effort to make it worth it. In these cases, you want to boost the perceived value of your offer.
Tried and trusted ways to do this include:
All of the above serve to squash objections in your customer’s mind and increase your trustworthiness.
You can also increase perceived value by talking more about the solution your product or service offers and its features and benefits, leaving no stone unturned when it comes to describing how your customer’s life is going to be better after they purchase.
There’s no “big secret” to selling a high ticket offer versus a low-ticket one, but confidence is key. As long as you have faith that your product or service can help others with their problems and give them excellent value, all you have to do is either offer them more of the same, or describe that value in terms that – while not lying about how good your product or service is – displays it in its best light.
9 Customer Influencing Buying Behaviour Triggers
All our decisions that we make always have emotions involved whether we are conscious of it or not. Learning how to understand how these emotions are triggered can help when it comes to creating effective and relevant marketing content for your brand that encourage people to take action.It’s ideal to be able to identify the triggers and how they are best utilized to achieve the results you want.
We will walk you through nine of the more popular triggers that usually accompany marketing campaigns.
Fear is a powerful emotion no matter which angle you look at it from. This is the kind of emotion that can produce reactions from us without us even realizing and tends to overpower entire logical thought processes. It’s a strong emotion, there’s no doubt. What makes it so useful as a trigger is that it can be taken advantage of and emphasized on. Marketers can play on this emotion to encourage purchases as the action taken against the emotion. However, this needs to be used with caution and done in an ethical way because if it’s not used effectively and with the right intention, your brand can pay the price.
Trigger #2: Time
Time is something that makes us feel a lot of different things and really depends on what situation you are in. We live in a time where everyone is always busy and no one really has time to set aside for something more than they already have on their plate. Where this trigger becomes useful is when potential clients are offered the promise of saving time or gaining time. Appealing to this particular trigger can involve offering to save a person time and unless you can keep your end of the promise, it should be exercised with caution in your marketing efforts.
Trigger #3: Trust
This is the one emotion you want to make people experience when it comes to your brand and the relationship they will have with it. Trust is all about gaining your customer’s loyalty because if you can win a person’s trust you are more likely to earn their purchase. This is something that you need to remain transparent on and practice genuinely because marketing done any other way becomes easy to see through and you will do the opposite of earning trust. To be able to use this as a trigger, you need to simply mean what you say and do what you say you will. Never over promise or promise things you are unsure of being able to deliver on. Be specific about what you can do and share what others say about your service or promises you are able to deliver on.
Trigger #4: Value
One of the most important things people want to feel with whatever amount of money they spend is that they are getting value. Buying decisions come down to the value someone sees that this item or service can bring them. This applies to any purchase whether it’s about someone buying something for personal use or an item or service they need.
Why this is a trigger is because your role is to help the customers understand the perceived benefit they are going to gain from this transaction. The better you make people feel they are getting a great deal, the easier it is to show you are providing value in return for their money.
Trigger #5: Belonging
It’s really important for us as humans to feel like we belong in a lot of ways. Feeling like we belong allows us to feel a sense of validation. This feeling of belonging means that people can make decisions to buy things based on feeling validated and a sense of belonging. People can also feel accepted or purchase the item or service because it is part of the process of feeling part of something bigger than us like a gym for example (to make friends). This trigger is an important one when it comes to how people feel about themselves and has an effect on people’s intellectual levels, social skills and even our mental and physical health.
Trigger #6: Guilt
Everyone feels guilty at some point and some people tend to feel more guilty than others. This trigger can and often is used in conjunction with other triggers like time and fear. Guilt comes in many forms and as such can be used in marketing efforts in a lot of ways. This is why when guilt is used in marketing content you need to exercise it with caution. Pay attention to how you phrase your messages because the last thing you want to do is offend your potential audience.
Trigger #7: Instant Gratification
Who doesn’t like not having to wait for something? In today’s age, instant gratification has almost become the norm and waiting is something out of the ordinary. Being able to use this as a point of value for your product/service can go a long way to how people receive your marketing material. Work around how you can offer your clients instant solutions when it comes to using this trigger to your advantage.
Trigger #8: Leadership
You need to appear as a leader in whatever field you are in. This is because people listen to leaders or those who they perceive to be leaders. If your marketing positions you as a proven leader in what you are selling, people will trust that and have faith in your promise of delivering what you said you would. Work on ways to be a trendsetter in your field and go above and beyond for your clients. Do whatever you said you will do, but better.
Trigger #9: Competition
Healthy competition is great because it can be the push we need to do better in what we are trying to do. In today’s world, competition is fiercer than ever which means that you need to be able to do what you say you will do. There is also a lot of choice in today’s world and you need to understand you are going to come into a lot of competition when it comes to sending a message to your clients. Use the competition to your advantage though to improve on what you are doing and concentrate on being the best you can be among your competitors by keeping your client’s needs the central focus.
Did you know that an email ‘open rate’ is not when you send out an email and that person simply opens it and sees its content?
Open rates are defined when one of the following happens:
The recipient of your email enables the images to be displayed in the preview pane or in full view in the email or
The recipient actually clicks on a link contained in the email.
Sounds pretty straight forward doesn’t it because we usually assume that when we send an email, it is going to be opened and read by the people it is sent to?
In the case of email marketing though, this is not always the case.
But that is why you’re here.
Maybe you’re asking how this email open rate is calculated?
This is by taking the number of recipients who open the mails and dividing it by the number of emails sent that did not bounce or fail to deliver. So if you sent out 100 emails and 90 did not bounce or fail, you then take the number of emails in that 90 that are opened and clicked. If out of those 90 emails delivered, 10 opened up and clicked, then your email open rate on that campaign would be 11%.
With all that being said, maybe you’re asking how you can increase your open rate?
Let’s get onto that!
#1. Start with an engaging subject line
This is the starting point because it is the first chance you get to convince someone your email is worth opening. Make sure you are always testing subject lines to make sure you are giving yourself a chance from the start. If you are not testing this and wondering why your emails are not being opened, this is a good place to start.
#2. Speak to one person
This is a really important point because if you’ve learnt anything in the world of marketing is that when you try to speak and cater to everyone, you are likely going to land up speaking to no-one. Write as if you are speaking to your ideal client, and think about how you would talk to them if you were in front of them.
#3 Quality always wins
Why would someone read an email if they can easily just google the content you have provided? The key to having people open and engage with your emails is sending them info they are not about to stumble across anywhere else, at least easily. You want to provide quality content that the reader feels they are getting value from reading your email. The key in this is that the more interesting your content is, the more chance you will have to convince them to follow the call to action in the email.
#4. Sign it as a person
We live in a big world with a lot of people. The last thing anyone wants is to feel like ‘just another number in the masses’. When you write your emails, make sure it is coming from an actual human with a name so that people feel like they are interacting with a human and not a easy to tell bot or company. Not only is this not personal but you would have wasted your time writing amazing content only to be ignored because the person sees this as another mass mailing spam email.
#5. Pick your moment to send
There is nothing like being disturbed in the middle of the night from someone trying to get you to sign up for their masterclass. It’s annoying and people don’t take kindly to it. Always keep in mind time zones and even a good time of the day to send out. 8 am is probably the least appropriate time to send out because who wants to be propositioned when they are hitting peak hour traffic and are raging mad already. Go back to testing when the best time is to send out emails and you will soon have data to see what times work and what times don’t.
#6. Don’t get put in the spam folder
This is a no-go especially because spam filters are becoming smarter and more sophisticated. Spend time making sure your emails are not considered spam worthy because spending that bit of time to make sure it is not spam, can do wonders for your open rates. Also, remember that no one is going to go check their spam folders unless they need to so your content is going to be wasted if you land up in spam all the time.
#7. Optimize for mobile devices
This goes without saying. If you are sending marketing emails out then you need to make sure that those emails are clearly visible on both desktop and mobile devices. So many people forget that people carry their phones around with them and lose the chance to grab leads because their emails were not working on mobile or were not optimized for mobile. Mobile internet is kind of king right now, make sure you are reaching this audience too!
#8. Stay away from buying email lists
This is a giant red flag. This is the last thing you want to be doing. One you are not guaranteed how qualified these leads are in your industry context and two, these people are likely so sick of receiving emails from all the other dozens of people who bought this list that they already have their spam folder happily primed to get your email. You need to know your audience in order to sell anything to your audience and list building is a part of that process.
#9. Keep things fresh
Every so often it’s a great idea to see who is still active and what emails actually work instead of thinking you are sending to 1000 people when you are actually only sending to 100. Refresh your lists and make sure contacts are up to date. Also, keep looking for new contacts so that you always have a list populating. Never assume people will still be using their emails that you got 2 years ago let alone 2 months ago. Always keep it fresh and regularly spring clean the lists to make sure you are not creating email campaigns for nothing.
Dear Business Builder
Glad you’re here.
If you’re interested to grow your business, you’re in the right place.
In this short ebook, you’ll learn how to Dominate any market, niche or industry whether you own a business or work for that business.
Now, let’s get this straight.
It’s not always easy or straight forward.
Point is, this should be your goal from the outset.
To Own Your market.
To Dominate It.
To beat your competitors.
To be the only brand your prospects think of when looking for a product or service you sell.
Now there are a million ways to skin the cat, but i’ll share some quick and dirty methods to get you give you a headstart.
So the easiest way to dominate and own a market is to create it.
Yes you read that right.
Create your own market and own it.
This can mean a lot of things, so let me explain
There so many big niches out there that you can easily create your own sub-niche and own it.
Let’s say your company provides Digital Marketing services.
You could specialize in Digital Marketing for banks and own that market.
Instead of going broad and trying to compete with a lot of people, you’d narrow down your market and try to dominate it.
It’s easier to customize your message, easier to deliver the services and easier to dominate.
But of course, sometimes you already have an established business and you can’t change the niche that you’re working in.
Or the size of your market as a whole is too small, then you can’t really take that approach.
You’ll have to deal with existing competitors but here’s the scoop.
Let that sink in for a moment.
We are talking about buying customers.
In a very simplistic way of putting things, we’re all in the business of buying customers in exchange of value.
Whenever we’re talking about customer acquisition online, the main metrics we need to focus on are Customer Lifetime Value & Customer Acquisition Costs.
If you’re wondering what a CLV = Customer Lifetime Value is, here’s a definition
In marketing, customer lifetime value, lifetime customer value, or life-time value is a prediction of the net profit attributed to the entire future relationship with a customer.
Now let’s say you are responsible to grow Dental Practice.
You’d want to know things like how long a customer will stay with you, how much would they spend on average per visit and how many times they would visit per year.
Let’s say a patient is worth at least usd 5000 to a dental practice and it generally costs usd 500 to get a customer, that will give you a rough idea of how much you should budget for your advertising campaigns.
You could potentially say that you’d need to spend at least usd 5000 per month to get 10 customers which would potentially bring usd 50 000 over time which would be a health 10x ROI.
Based on those numbers you can determine how many customers you’re ready to onboard per month and how much advertising budget you’d require to achieve that number.
This comes back to the concept of buying customers that we discussed about earlier.
When you can predict the number of customers coming in your business every month like that based on your marketing campaigns that you run, this is what we call market domination.
Now in our context, we’re talking abou how to use online channels to generate customers and dominate our market.
Look how we’ve worked the numbers backwards and there is a very good reason for that.
There is no point running any Digital Marketing campaigns without set objectives and if we have proper numbers, we can plan our market domination and Digital Domination.
Digital Domination… How Do We Do That You’d Ask…
It’s pretty simple.
To be omnipresent, you need to be seen on all media channels your customers use
Some call it omni-channel advertising.
In practice, this could mean that your ads would appear on Google Search, Google Display, Youtube, Facebook, Quora, LinkedIn etc
Let’s illustrate how that works in reality.
Let’s say you run an insurance company and you want to push home insurance products.
Now before anything else, you need to make sure you have an irresistible offer.
In another words, an offer your customers cannot refuse.
Next thing you need to do is define your ideal customer avatar.
Defining your avatar is a very important exercise and we won’t go into too much detail here today. In essence you need to know everything about your customer.
Their hopes, dreams, desires, challenges, uncertainties and fears.
As you define that Avatar, you’ll also know where they prospects hang out
It’s pretty safe to say that the audience for this particular offer will generally hangout on Facebook, Google, Youtube, Instagram & Linked.
Now as mentioned before, you’d need to know your Customer Lifetime Value and your Cost Per Acquisition ( CPA )
If you don’t have them, you’d need to go with conservative assumptions.
Let’s assume your CLV is usd 10,000 and your CPA is usd 1000 and that you have a budget of usd 100 000 / month for advertising
Here’s how I would split my budget
|Usd 50 000|
|Google Search||Usd 10 000|
|Youtube||Usd 15 000|
|Google Display Network||Usd 25 000|
We have the money and we have a media plan
We now need a strategy to spend it.
Starting with easiest, Google Search.
Advertising on Google Search is a no brainer. All you need to is bid on buyer keywords.
Here are some obvious keywords that come to mind for our campaign
home insurance quotes
best home insurance
Home insurance plans
home insurance reviews
These keywords will obviously vary based on the country you’re in so you need to do some keyword research first but you get the idea
You can use tools like Google Keyword planner which is free or paid tools like SemRush.com to get keyword search volumes, costs and variations etc.
We are not going to get too deep on paid advertising in this post, you’ll find plenty of those on Youtube.
In short here’s how it works:
1.Someone goes and types “ Home Insurance Quote” on Google
2. Your Ads show up and they click on it.
3. They land on your landing page
4. They fill up all the details on the landing page and request a quote
5. Everyone who successfully request for a quote land on a thank you page
6. We retarget everyone who landed on the landing page and didn’t request a quote with “reminder” type of Ad on Google Display Network and Youtube
7. We retarget everyone who a requested for a quote with a “reinforcement” type of Ad to make sure they see Ads so that they actually buy your plans.
8. We retarget everyone on Facebook and GDN + Youtube ( Google Display Networks ) with both “reminder” and “reinforcement” ads.
Obviously, you need to get the budgeting side of things for the different platforms split according to the initial planning.
See how we’re being present on Google Search and then cascading that on the other platforms?
Here’s how this works…
Prospects run a search for the keywords we’re bidding on and if they click on our ad, they start seeing your ads on Facebook,
Instagram, Youtube and Google Display Networks & LinkedIn.
From a technical perspective, they get pixeled and we use that pixel to remarket to everyone who has interacted with our ads.
That omnipresence increases brand awareness, gets customers to know you, like you and trust you more which ultimately increases conversions.
NB: You’ll need to add your Google Ads pixels, Google Analytics & Facebook Pixels to be able to track your numbers and re-target properly
As part of the strategy, we would retarget everyone who hits our landing page and does not request for a quote.
You’ll also need a well crafted landing page for this campaign
With Google Ads, you can get clients/leads the same day if you do it right. You’re targeting the Hot leads. ( 3% of the market who are ready to buy )
See Diagram below:
Prospects who are actively searching on Google generally have an intent to buy, that is your low hanging fruit and you should definitely tap into that audience.
The downsides with Google Ads is that competition is usually high because it’s obvious and easy, so all players want to get a piece of it.
If you need help setting all that up, you can get a free quote HERE
Facebook is a little bit more complex than Google Ads and requires a lot more effort to make it work than on Google Search but it’s much more scale-able
Carrying on with our Home Insurance campaign here.
Now before we go any further, you need to understand one very basic and important concept.
You need to understand what is outbound and inbound marketing and where do you use them.
Let’s take an example again.
When you need to find a chiropractor or a plumber, more often than not, you’ll use Google.
Instinctively you’ll click on the links that are at the top of the page or you’ll call the numbers that appear. Your actions will based on which device you’re in and the urgency of the matter to you.
So in general you’ll find a website or content which is relevant to you and get in touch with the Chiropractor.
The process of putting out content out there in view to be found is called Inbound Marketing.
Inbound leads are the best type of leads because they are warm or hot. They have intent.
They are aware…. Of their problems and the relevant solution.
They are In-Market leads who are looking for the best solution for them.
But as mentioned before, that is generally less than 3% of your market.
Hence we need an effective way to market to the other 97%.
The 97% consists of the Warm and Cold market
These numbers are approximations that have been used over decades and that you can safely use today. It has a lot to do with interpretation thought.
Eugene Schwartz tackled this in Breakthrough Advertising back in 1966.
Schwartz broke down prospect awareness into five distinct phases:
1. The Most Aware: Your prospect knows your product, and only needs to know “the deal.”
2. Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for him.
3. Solution-Aware: Your prospect knows the result he wants, but not that your product provides it.
4. Problem-Aware: Your prospect senses he has a problem, but doesn’t know there’s a solution.
5. Completely Unaware: No knowledge of anything except, perhaps, his own identity or opinion.
If you’re smart, you’ll want to market to the warm audience in general. Acquiring cold customers will always cost you more.
Start with the low hanging fruit.
Tackle the hot and the warm market head-on, you can worry about the cold piece later.
See how I use the term in general quite a lot, because every market is different so you don’t need to take what I say for the word of god. You need to adapt it to your situation.
We took a bit of a detour here, but that’s an important piece we needed to cover.
Back to Facebook Ads.
We have a campaign of usd 50 000 per month
That’s roughly a usd 1600 a day, again this number is just a random pick
This ebook is not about teaching you how to run Facebook Ads, that’s a lesson for another day so we will just assume that you know what you’re doing.
The ultimate goal is to be omnipresent in front of your potential buyer and we are already present on Google Networks through our Search campaign above.
In terms of strategy, here’s what I would test.
I would start with an education campaign using video and text to educate and warm up the audience.
I would then retarget with the main offer using a conversion campaign.
Note that you can create a custom audience of users who’ve watched at least 50% of the educational videos.
Without getting into too much detail, here are the ingredients necessary to dominate Facebook
1.Stand out in the crowd.
Facebook’s newsfeed is always busy with so many different ads and people sharing stuff, your ad should be set to stand out otherwise it will go unnoticed.
Get creative as much as you can. I will give you some tips on how to do that someday.
Sometimes just a color contrast can make a huge difference
2. Use appropriate conversion objectives. E.g If you are driving traffic to a landing page and want to generate leads, use conversion objectives so that Facebook can optimize it for you.
Too often I have seen people run Click campaigns thinking that they are cheaper but in general, that would end up costing you even more.
Look at your end goal.
Sometimes, a combination of campaign objectives can do wonders.
3. Make maximum use of the Facebook Pixel
You’ll be suprised by the power of an optimized pixel.
As far as possible, run Conversion campaigns and set your conversion pixels for different objectives like Add To Cart, Purchases, Lead Signup etc.
4. Make optimum use of retargeting options available
Create custom audiences based on video views, pages visited, engagements etc
5. Build your campaigns around your audience’s fears, hopes, dreams and desires.
The strategy is not that complicated if you look at it but both Google and Facebook are quite complex as platforms, so I would advise you hire someone with experience to run your campaigns.
But the good news is that we can help you execute this Secret
strategy from end to end.
If you have a great offer/product/service and you’d like to take over your market, dominate and get clients at will…
Get in touch with us and let’s talk.
Tired of working around the clock for that 9-5 that would replace you in a second?
Maybe you feel like you’re stuck in the job you are and it promises no real growth.
Or you are just fed up making someone else boatloads of money?
Whatever your reason for wanting to start a business is, the outcome can be a rewarding one both financially if done right and feeling like you have a sense of purpose you are working towards.
If this is the first time you are thinking about this though, you probably aren’t entirely sure what it is you want to do in terms of running a business.
And if you’re in that spot, you are most probably on the lookout for all kinds of business ideas that you can turn into a thriving business.
So here is a list of 10 ways to come up with a business idea and how you can help accelerate your inspiration on the path to finding the killer idea 🙂
#1 Do something about what annoys you
Is there something that just gets on your last nerve? Perhaps something you need to buy that feels like it costs the earth or a service you have to make use of that just rubs you up the wrong way. One of the best tells for whether something can be turned into a business idea is when it feels like there is no hope concerning said product/service. Good thing is, there is hope and it can be in the form of how you can improve on that particular item/service. Maybe where items need to be purchased for something like college, you can offer a rental service at a fraction of the cost.
Sometimes a business idea waiting to happen is something that annoys you. Use it as a potential starting point and go from there.
#2 Don’t look at reinventing the wheel
Most of the great ideas that come out these days in terms of new businesses is not brand spanking new ideas/products. Instead, they can be a (slight) improvement on an existing product. Think about it. If there is already a market with that existing product - say an iPhone - a business idea centered around a product to improve the user experience of that device can be just as big a winner.
Take a look at what some of the big names in industries are doing and what they are missing out on and go from there. In other words, search for new niches within already established markets.
And luckily, there are new niches popping up every single day. All you have to do is think outside the box and make sure your idea serves a purpose.
#3 Recycle your skills
Sounds funny but think about it. You have a particular skill set and most likely you are concentrating those skills in a particular field. Why not try putting your skills to use in another way that serves a purpose. If you’re a writer, always concentrated on writing for the marketing field, what would happen if you turn your skills towards another market.
You could be the next greatest children's book author without even knowing it and you could turn your skills to work for you in another direction. There are loads of ways that people with all kinds of skills can refocus their attention to a different sector or towards a different niche, you just have to give it some thought.
#4 Find a market that needs some pep
If you’re struggling to find that killer idea for a business, do some research.
Look at industries that have not really had much innovation in recent years, then put on your thinking cap and find something to create that innovation.
Again, this is not about reinventing the wheel or having to create something from scratch, it can be as simple as making something work better or helping solve another problem that no-one has been able to yet.
#5 Make something that already exists but make it cheaper
Again, we are not talking about creating something from scratch. You need to keep in mind that there are different spending levels of people and that just because a product costs X does not mean everyone can afford it at that price.
By taking something that is used frequently or a popular item, and making a cheaper version of it, you can be catering to a whole untouched market.
But by all means, please do not read cheaper as lower or unsafe quality. This is where you need to be clever about how you bring down the cost of the item. Maybe it involves using a different material or varying the way in which the product is presented but it should always be safe for the market it will serve.
Don’t make the mistake of cutting corners just to make it cheaper, be innovative and think about how to do it the right way.
#6 Conduct some field research
What better way to find out what the market is looking for than to talk to the market?
If you are looking for ways to come up with a business idea, you need to get a feeling for what people are looking for and expecting, that way, you will not only be getting first-hand market research but you will be able to come up with a way to solve whatever issue they may be having.
Maybe you don’t need to talk about what products they’d like to have or what services they need but ask them what frustrates them and look for a pattern over a number of people.
Also, try to stick to a particular niche so that you are talking to a market of the same or at least similar people. For example, if you talk just to moms you may be able to come up with something that can make a mom’s life easier. You will have found a niche and it narrows your scope which helps you zone in on a solution for them and ultimately come up with a business idea.
#7 Make use of your particular skills
This should go without saying but your best starting point is to stick to what you know best.
If you are good with your hands, you are not about to go into creating a solution for accountants or the motor industry…
Also, don’t only concentrate on those skills but reflect on your hobbies or passions because these are something you care deeply about and are interested in. Chances are you able to learn really well when it comes to them so take time to explore that too.
Maybe you are interested in watercolor painting. You never know how that passion can turn into either you offering your skills to help teach others or turning it into some kind of product.
Keep your mind open!
#8 Take your ideas across borders
Look for inspiration and ideas that are working in other countries and see if you can adapt them to your home base.
Chances are, you may need to tweak it a bit to make it work for your country but the good thing is that you can probably do that because you understand your home market and what it would need.
Always look at things that are not being done in your neck of the woods that will either solve a problem or create a new niche market.
The internet is a wonderful place and luckily you don’t need to be fortunate enough to travel to be able to find all the info you would need to be inspired.
#9 Don’t only settle for perfection
Maybe you’ve had some ideas that you were like, “this would work, if…” but then you tossed it aside and continued looking for that perfect idea.
Go back on all those maybe ideas and see what is most executable right now.
Because sometimes those are the ideas that are work in progress and work really well in the end because the develop and grow into something really great.
Things are not always going to go as expected, count on things to develop in their own way and go with it.
#10 Never stop looking
Keep your mind, eyes, and ears open all the time.
Keep a notebook with ideas and review it every so often because you never know when an idea can be as simple as starting a website and getting it off the ground.
Do not limit yourself to thinking you need to have large stacks of cash to get an idea off the ground either because there are loads of things you can find that need solutions that you can offer.
Most of all, never stop looking for ways to improve on things or to make life easier because chances are you will have a few pretty decent ideas. Staying inspired keeps your mind open to discovery always.
If you are a business owner or just starting out navigating your way around online marketing, there is a fair chance you have heard the term ‘funnels’. You’ve likely asked yourself what that must be about and why they seem to be so necessary for this line of work. Well, this is an article for you then.
First up, let’s define what this term means.
Simply, a funnel is a system of steps that your target audience go through that is designed to convert them from visitors to leads and then customers
If you have a business, whether online or not, you want your potential clients and clients to walk through a certain set of processes. You either want them to buy something from you, sign up to something or enter their details into some kind of form. This action of a visitor doing something you are wanting them to do is known as a conversion because by them taking the action, you have converted them from just being a visitor to a lead or even better, a client.
Let’s give you an example that may make things more relatable. Say you want to buy something from Amazon. You will go through their purchase funnel and go through a series of steps before you finish with the purchase.
There very may well be other actions that you take in between the above steps. Things like visiting their contact page, about page, etc but these are not essential parts of the conversion process.
Conversion is going from being a visitor just looking or browsing, to someone adding items to their cart and completing the purchase. Or rather, conversion in the case of the above example is ending with a purchase.
By now you may have seen there are many different kinds of funnels. The example above is just one of many. Another example is known as the marketing funnel.
The purpose of this type of funnel is exactly that, marketing, and your objectives will usually involve lead generation and perhaps even nurturing those leads (working them up to the purchase). In the beginning phases of the funnel, you may get a lot of traffic coming in and through the stages where you create awareness, interest and give value in terms of content, you will see those who drop off and those who continue to move through the funnel.
Essentially, only the most interested in what you are marketing will eventually complete the process in your funnel.
When you hear someone mentioning about widening the funnel you may now understand that this means they need to increase the number of people they are targeting to enter the funnel. The higher number of people who enter, the more probable it is that they will convert into customers given that they are the right target for what you are marketing.
It’s at this point right here that you need to keep in mind that the days of hard selling anyone and everyone you can think of to buy your product whether they are the right audience or not, are long gone. This is essentially one of the things that make using funnels really great for your business because it is not about targeting everyone but rather the people who you are sure will go for what you are offering.
As much as 73% of consumers have reported that they feel annoyed when a website offers content (like ads & promos) that does not have anything to do with them. (Marketblender)
What’s great also is that you are not restricted to using a funnel just for getting sign ups or getting people to buy from you or even list building. Funnels can be used throughout your website to check how people move through the different website flows.
Maybe you are trying to build an email list by offering people a weekly newsletter or giving away free content. Something to bear in mind here is how important growing a list is. On average, around 23,9% of emails are opened. This means the bigger your list, the more people you will have to open your emails. Do the numbers, if you have a list of 2000 people, that is 480 people opening your emails. Pretty neat.
But we’re getting distracted. In both the above examples, people will complete the funnel action by entering their details and submitting a form or page. Both of these are funnels that serve different purposes. The idea is to understand what you want to achieve and what the goals are of your business before you decide which funnel will work best for you and where you need to place it. Are you looking to grow your email lists or do you want to sell a specific product or service?
Once your funnels start to work, you will then also be able to iron out any issues and optimise them to perform the best they can to meet the objectives you have. Say, for example, people are signing up to your free ebook but not going on to book a call with you so that you can close the sale. This is the point you need to decide that maybe the call to action (the thing prompting them to take action) is not compelling enough or even appealing to them. You can change strategy and continue running the funnel to see if it makes a difference. It’s always about finding the right formula that works for your business.
Behind the funnels, you have all the analytics which can help you pinpoint what is happening and where you may be going wrong. A funnel can also show you where people are dropping off in the process which will help you see why you may be losing clients.
Take this funnel for example. In the steps, you may be able to identify a roadblock for people leading to buy the final product.
Many people won’t need to try the product before they decide to buy while others may cancel the trial and not upgrade. But the point here is that in this step you are able to identify what people are choosing to do and if you are losing them to the final step. This will help you decide what to do with the funnel if a lot of people are taking the trial but not taking the product. The numbers behind the funnels will help you out a lot.
Funnels occur in everyday life both online and in traditional retail.
However, the difference between a funnel in your normal bricks and mortar store and your e-commerce store is that online you are able to track the numbers down to the last one. It’s accurate.
You may very well be able to track those numbers in your normal store, but with a lot more effort.
Having a funnel isn’t enough to bring in the leads you are looking for let alone turning them into customers because the point of the funnel is to make sure that the leads you find and make it into your funnel become qualified leads that helps you know who you need to focus on when converting them to clients.
A webinar funnel can be a really good way to qualify your leads and leave you with a pool of people who you know for certain you will be able to close. The webinar is also a really good way for you to bring value to your audience while generating an interest in what you are talking about at the same time.
It’s a good idea to set up the objectives of the webinar ahead of the broadcast so that the ideas are clear from the start of what you intend to share with the audience and why it is something that would be of value to them. After people register for your webinar, you know you are talking to people who are interested in what you’ve had to say on the sign-up page or else they would not be here. This is why it’s important to talk to them the right way when you are pre-framing them ahead of the webinar. For example, you won’t be trying to convince them still why they need to register, you need to take it a step further. They’ve shown interest and now you need to show them why attending the webinar will benefit them even more.
Of course, all the people who have registered won’t make it the entire way through your funnel and that’s ok but what is important to remember is that you need to make sure you are targeting the maximum amount of the audience that your product or service would benefit. This way, your chances of better turn out figures and of course, more leads to work on qualifying will be higher.
To give you an idea of the flow, take a look below:
Your traffic will be generated from ads that you run which will then push people through to a registration page. From there, people sign up and they are directed to a thank you page. On the day of the webinar, they are sent communication via email or text to give them the link of the broadcast as well as ensure they remember to show up.
Your webinar is then set up to provide the valuable content. This is done by highlighting their problem as well as showing you can provide a solution before ending off with your offer in the form of a product/service. After all, the point of this type of funnel is to guide visitors through your funnel and qualify them as leads that you can then close.
There are two things that may occur afterwards. Either they buy what you’re offering or they don’t. But since they have been taken through the funnel, you still have a chance to confirm their purchase by setting up a series of follow up emails.
The purpose of these emails is to re-iterate to the viewer the problem they are having, how painful it feels and present them a solution. Of course, at the end of this, the goal is to convert the lead.
What’s great about this type of sales funnel is that since you are appearing in front of your leads, they are getting a more personal experience while they travel through your funnel. This can work in your favour and gives people a sense of security that you are understanding them and offering a solution.
We’ve covered the core elements of what the funnel is, a couple examples of funnels and why these funnels are beneficial to your business. We talked about conversions and why this entire process and experience through the funnel matters when you are creating the different funnels.
It’s a known fact that the terms ‘lead generation’, ‘sales’, and ‘lead nurturing’ are the three top organizational objectives for marketers.Because of this, the need for having a strategy in place to make sure that this is possible and for that reason integrating funnels into your marketing strategy is not just important, it is crucial!
With funnels, you are able to track and control the outcomes because from the start you are seeking out the clients you feel are your target. The message is more directed instead of just putting it out there and hoping the right clients will arrive.
Funnels allow you to take better control of aspects of your business that can then lead to creating a steady flow of leads into your business. In other words, they are your business’ best weapon in today’s online world.
There have been cases where online businesses have increased their profits by 412% just by implementing a well-working funnel. And yes while this kind of profit will not just come as a result of having a funnel (the work needs to be put in, obviously) – understanding what your clients want and going after those particular audiences, goes a very long way to this kind of success.
And finally, you are able to see clearly what is not working and fix it to optimise your funnels so they perform better and better!
How to get started on Google Ads Search in less than 30 minutes
Google Search is the most popular search engine on the planet right now. With up to 97% of all searches going through Google, it is now the place to be if you want to be found by people searching for goods or services that you provide.
But how to go about it?
One of the easiest and quickest ways to get found is through Google Ads. They are essentially paid slots within the search results. Ideally, you would want to have your ad place within the top 3 results as Google indicates that over 70% of searchers visit these results.
Here is how you are going to do that:
The first and obvious step is signing up for Google Ads. Once that is done, set up a campaign.
For the purposes of this walk through, select either leads or website traffic depending on your goal and select search.
On the next screen, you will need to name your campaign. For ease of setup, we would recommend to deselect Display Network. The Display Network is based more on media such as images or videos, which will be covered in a separate article.
Scrolling a little further down, you will need to input details on the country you would like to target and the languages that your target customers speak.
A little further down, you will need to input your budget and bidding strategy. For ease of setup, leave any additional/advanced settings to their default value as these are chosen by Google based on similar campaigns.
The final step is the setup of extensions. Extensions provide additional information on your ad that generally lead to more clicks or conversions than they would if the ad was without them. Extensions need to be used carefully and strategically for coherence within the ad so as to not provide information that may not be related to specific ads.
This being said, the most straightforward and constant extension would be the phone number extension as the phone number of the business would almost never change no matter the ad. Setting this up is a very straightforward process. Once more, leave any defaults as-is.
With the campaign set up, you are ready to roll with the ad group. An Ad group, in very simple terms, is an ad for similar search terms. E.g if you wanted a specific ad for men’s shoes and a different ad for women’s shoes, you would want two adgroups. One for each type of shoe.
To set up the keywords in an adgroup, navigate to the “Tools” tab found on top right hand corner, you will find “Keyword Planner”. Open this in a new tab.
Select “Find New Keywords”. Select your region and put in your service or keyword to get suggestions. You may want to sort by number of searches to find the top searched keywords (Quick Tip: Although this is certainly the easiest way to get your ad seen and clicked on, it does not necessarily guarantee sales).
Within the results, you will find some very insightful information such as the average monthly searches and what the cost of a click would be if your ad were to secure one of the top spots. This will give you an idea of how many clicks you can expect (e.g if you have a daily budget of $20 and the Top of Page bid (High Range) is $2, you can reasonably expect that you will not get more 10 clicks per day if you secured the top spots). Of course, depending on other factors such as the quality score of your ad (how relevant your ad is to people searching for keywords), you may end up paying lower and getting more clicks.
Once you have gathered your list of keywords (remember that they must be very closely related for the ad group to make sense), copy and paste them onto this tool. The tool converts keywords into various match types. Match types are essentially the rules that Google will follow in regards to your keywords. For example, in a particular match type the keyword(s) “men’s shoes” are treated as two separate words which means that your ad could potentially show up if someone type “how to compete in men’s bodybuilding competitions”, which may not be the ideal audience for your ad.
Ensure that only “+Broad +Modified” and “Phrase Match” are selected (should be dark orange). The Broad Modified ensures that your keywords chosen are respected but can be used in any phrase. E.g if you use +mens +shoes, your ad would show up if someone typed “men’s shoes near me”. This also prevents your ad showing for a search like “What is a size 42 shoe in US?”.
Go back to Google Ads and set up your ad group. Paste the results from the tool into the keyword section. You will then be directed to write your ads.
Ideally, your ads headlines will contain your good/service (e.g if the ad group is for men’s shoes, then men’s shoes must be in the headline) and a call to action (e.g contact us today). Your descriptions are there to provide you with the opportunity to provide a bit more detail on your good or service.
Bear in mind, that the final URL must direct the user to a page that’s closely related to the keywords you put in your ad group else you may get penalized and not be in the top 3 results or alternatively be paying much more than you need to for the same result.
Some quick tips on how to avoid wasting money on Google Ads:
One quick tip is to set up negative keywords. These are words that you don’t want associated with your keywords. This will prevent you from getting clicks from people who may not be interested in your product. An easy example of a negative keyword is “how to”. Someone searching “how to fix men’s shoes” will definetly not be looking for a website selling new men’s shoes and although they may click on the ad, you would end up paying for such clicks but without necessarily getting any sale or revenue from this.
With this, you are ready to begin on Google Search. However, if you are spending more than $250 monthly, you may want to hire a Google Certified Expert to set up and monitor your campaign to ensure that there is zero wastage of advertising budget and that your campaigns are always running at optimum levels.
Reach out To Our Recommend Google Ads Expert Click Here
How to write the best
landing page copy
If you’ve ever sat down to create anything, you’ll know that it takes a bit of planning and that it’s not usually achieved by just winging it.
It’s really the same thing when preparing copy for your landing page. There is a process you need to go through in order to come out the other side with a landing page that looks great but more than that, converts even better.
Because let’s face it, that’s ultimately what we want from landing pages.
When we mention converting, it means the act of converting a visitor to a lead, in other words, someone who is that much closer to becoming a customer. Because again, it’s great to get a lot of traffic pouring into your site but it’s even better if you are converting that traffic.
So the fundamental question… How does one get their landing pages to convert?
With great copy of course.
And before you go running for the hills thinking you need to hire an expensive copywriter, here’s where we tell you that you don’t need to 🙂
Copywriters who have refined their skills of writing copy that converts are impressive but you’ll be relieved (and even inspired) to know that what they know does not all come down to skill but rather about mastering certain techniques.
Techniques that you too can master…
...and then go on to create copy for your landing pages and watch them convert traffic to leads!
You see, it’s all about understanding what those techniques are and how to use the mind science that is the conversion process to your advantage. Because once you understand how your prospect’s mind process works, it will be a lot easier to write copy for them knowing that you will be able to convert them.
We’ll share some of the things you should be doing in order to write that conversion-boosting copy.
This resource is split into two sections namely what goes into writing great copy and some of the sections of content that your landing page should absolutely have to make it more conversion-friendly.
Part I: The writing
If you’ve ever sat down to write a landing page, you’ve likely wondered where to start and what to concentrate on first, right?
Taking out the guesswork behind writing something like a landing page can help a lot when it comes to knowing how and what you should be doing.
So let’s go through some steps you should follow when planning to write your landing page.
STEP 1: Think about who your ideal customer is
Landing pages that are done properly are there to attract the people you want to attract and for the page to do that, you need to know who you’re trying to attract. That way, the page will essentially block out who is not right for your product/service. Imagine who that ideal customer is.
Create a ‘persona’ of that person down to their online habits, what they like to buy, how they like to buy and what problem it is they are having that will help them find your page as the solution they are looking for.
How will your page resonate with their current situation?
Who are you selling to and why?
After all, it makes sense that before you can start to attract visitors to purchase with you, that you know who it is you’re talking to.
Once you have identified who this ‘ideal person’ is, you can write the copy that appeals to that person.
Think of it this way. You would not talk to your romantic partner the same way you talk to your bank manager, right?
All this means is that once you have an idea about who you are trying to appeal to, you will be able to write with them in mind and successfully appeal to them, instead of being too ‘general’ and talking to no-one.
STEP 2: Formulate your message
Once you have established who it is you’re talking to, you need to create what it is you are going to say to them. For this to happen you need to understand where they are in terms of their headspace.
So imagine what kind of issues they may be having, what would have made them get to the point they are at now that makes them need your solution. What does it mean to them to never come back to this point again?
How is your product/service going to help them and what are they looking to gain from your product/service?
Once you have an idea on the above line of thinking, then you need to write the copy that will answer those questions. When you’re sitting in front of your screen trying to formulate that content, this is where things can get tricky for some but it really does not need to be.
One thing you can try is to get your content from your customers and prospects. Crazy right? Wrong!
This does not only help you by talking to them in a way that will resonate with them but it will also be the right tone and hit the right points prompting them to take action.
There are a few ways you can do this.
Give a call to your current clients and ask them to describe in their own way why they chose your product/service?
Send out an open survey to your clients and ask them to complete it for you;
Go and check out places like Amazon for reviews on products similar to yours.
Why is this relevant? Because not only are you hearing it directly from customers mouths but you are also seeing how similar brands to yours are servicing their clients well.
So what we’re saying is not to blatantly steal their info but use it as a guide to see where your starting angles should be.
If you are able to write your content in the right tone by seeing how people react positively already, you will already resonate with people and it will help your brand to look professional. You will also appeal to people because they will feel like you know what you are talking about and it will feel like you are talking directly to them and addressing their specific problems.
If you can do that, people are more likely to believe you can do what you say you can do and they will be more comfortable with you.
This is what you want.
Because when you make people feel, they are inclined to act on that feeling.
To sum it all up. For you to write landing page copy that converts you need to be joining an already ongoing conversation taking place in your client (or prospects) head. This helps you gain their trust because they feel like you understand them and you will then be able to offer them exactly what they need, the way they need to hear it (or read it).
STEP 3: Work Backwards
In other words, start at the end. By knowing what you want to achieve when driving traffic to your page, you will be able to figure out what is needed in order to get people to take action.
Are you looking to build a contact list? Or get people to sign up for a free trial?
When you understand what the end goal is of your page, then you can go back through each step and see what you need to do in order to get people to take the action. So if you need people to join your contact list, you may want to offer a newsletter in return or some kind of ebook.
If you are trying to get people to sign up for a free trial then you may want to make sure your page has all the features of your service as well as its benefits. You will also want to include customer testimonials and evidence that this is worth a try.
Remember whatever your end goal is on the page, the remaining elements on the page need to push the reader to that end goal. So whether you add bullet points with advantages or a video talking about why this is the best choice, all the other parts of the page need to come together to help push the person to fulfill that end goal.
If you are giving away an ebook, for example, keep this in mind:
The headline and subheadline clearly explain what the ebook is there for and what it’s about;
There is an image of the book cover well placed that will help people automatically fall on that when seeing the page;
The advantage points clearly talk about what they are getting inside the book;
There is also no other action on this page to take except signing up for that ebook.
Remember the last point is one of the most important points.
Never give people more than one call to action to take on a landing page.
You want them to take that specific action because it’s part of a bigger plan of turning them from leads into customers.
STEP 4: Share your Unique Value Proposition
This is the information that you make available on the page that lets visitors know they’ve come to the right place. Confirms that you can help them solve their problem or help them in some kind of way. The Unique Value Proposition (UVP) is usually in the form of a headline and subheadline as well as some kind of explanation as to how your service product works and how it will help them.
This can be in the form of bullet points, a video or some kind of content that provides a short, to the point explanation.
This is why things like headlines and subheadlines are important elements of your landing page because they are designed to help you gain the attention of your visitor before they need to scroll down the page to find out more.
This is also why when you get these elements right, it is paving the way for people to take your page seriously, listen to what you have to say and be more inclined to take the action you propose they take.
Keep in mind also that while your UVP might be a summarised version in a headline and subheadline, you can reinforce the message throughout the page to keep it top of mind with the visitor.
Maybe you’re asking what your UVP is?
Go back to step 2 and read the research you’ve written.
Identify what message in that information that comes across the strongest and you’ve found your UVP. 🙂
STEP 5: Break through the objections
Don’t think you need to only be persuasive when selling a product to someone. People who visit sites need to be persuaded no matter whether they are exchanging their email address for some content or they’re being asked to pay for something.
The thing is, just telling your visitors how much they can benefit from your product/service is not enough because you and one thousand other people are all saying the same thing in different ways.
How do you stand apart and get people to pay attention to you as well as take action on YOUR page?
You need to anticipate why they could possibly object to your offer.
If it’s a question of not seeing the need to take action on your page - then give them the need, make that need felt.
If it’s a question of credibility, show them how you’ve helped others achieved what you say you can achieve.
There are a lot of ways to address these objections but the important thing is that you make a very clear cut section on your page that talks about those objections.
This will also help show your visitors that you understand them more and are addressing any potential reasons they might say no to what you want them to do.
If you address these and put them out in the open, it makes things transparent and also realistic that you don’t just believe people will come to your page and simply do what you are asking them to do without thinking about it first.
Plus you can put their objections to rest because you are answering questions they have without then needing to spend extra time looking for those answers. Guaranteed if they have to search for the answers to their objections, they will click off and go somewhere else where the information is easy to come by.
If you aren’t sure what those obstacles are and you want to be able to appeal to people - try calling or speaking to any current clients and asking them what their objections were. You will soon get some clarity on a starting point.
STEP 6: Drive Home the trust factor
Your elements all need to start coming together now to do their job of converting your visitors. From the headline getting the person interested in the page, to the body copy and content explained why and how your product/service is going to help them to address any problems they might have.
But the readers can still question why they should pick you over everyone else offering the same solution?
You have to cement the trust that you are building with your visitor and show them you are for real and that what you are offering them is the real deal.
Don’t forget we are living in a time when internet fraud and charlatans are rampant so making sure you win your reader’s trust is one thing you need to concentrate on doing.
Make use of your customer testimonials to establish that trust.
People will see that other people have used you and been happy to use you and this will not only help them to understand you’re good at what you do but that you are for real and your work is worth taking note of.
Make sure you always collect client testimonials asking them to tell you how your product/service makes the feel and how it helped them in their situation.
Testimonials are like a form of word-of-mouth referrals because they are doing the job of telling people why they should hire you instead of you telling them the same thing.
Hearing other people’s praise of you can go a long way to convincing people you are worth a try and helps show you are a legit operation.
Now that we’ve dealt with how to get the writing part of your pages right. We will go on to discuss what elements your landing page should absolutely have in order to help them convert better.
Use this as your guide when creating a landing page to make sure your page is both conversion-friendly and set up for success.