6 Tools for Your Conversion Toolbox

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This may sound a little odd, but the easiest way to find new offline clients is to go online to look for them. Online marketing is the most effective yet inexpensive way to get in front of people who have no idea you exist but are out there looking for the products and services you provide.

Navigate this Guide

Start With a Paradigm Shift

As an the owner of a marketing website you're going to need to adjust your mental furniture a bit.  At least as far as what you're trying to accomplish online and what success looks like.

  1. The first adjustment is how you think of the Internet. It is one of the most powerful marketing tools ever invented for attracting leads and generating sales. It's in your best interest to either become familiar with the tools and techniques that make it effective or hire someone to do your marketing for you.
  2. The second adjustment is that you reconsider what success looks like. In the offline world success is simply measured by the number of sales you make. In the world of internet marketing, success is measured by the size of the community you can reach at will and how responsive they are to you.

Generating sales from a community of people who are familiar with you is infinitely easier than generating sales from prospects who are completely unfamiliar with your brand.

Understanding how to use the tools in your marketing toolbox will help you build an incredibly powerful list of clients and prospects to fuel your business for years to come.

These terms probably won't mean much to you now, but you'll find them to be critical as you develop the online marketing strategy and begin building your community. 

Your Customer Avatar

If I were to ask you to describe your target audience what would you say? If you said anyone who can buy your product or service, this section is for you.

Just because someone can buy your product doesn't mean they will or even want to. There are tons of people out there who wouldn't buy your product if you paid them to do it.

If this is the case, why would you market your services to them? Makes no sense and it's a giant waste of time. And businesses do it every day. Creating a customer avatar will help you avoid that. This, by the way, is the most unglamorous tool in the toolbox. It's also probably the most important.

buyer persona (a.k.a. “customer avatar”) is a fictional person who represents a particular company’s ideal customer. The purpose of creating a buyer persona is to get crystal clear on the individuals who you are marketing to. Until you nail this down, you can’t really be sure that your offerings and your marketing messages are going to be successful. That’s why the buyer persona is often based on real customers, and/or extensive research.

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To put it plainly, your Avatar is the tool that helps you make sure that you're tailoring your marketing messages for the right people. Your business most likely has a couple of Avatars depending on the spread of your offerings. Having an Avatar helps eliminate wasted time and marketing budget.

There are plenty of Avatar worksheets available online. But my recommendation for a deeper dive into the topic is The Complete, Actionable Guide to Marketing Personas over at the Buffer.com. It's a complete walkthrough of setting up an avatar and it won't make your head hurt.

If you need help putting your marketing avatar together just shoot me a message from my contact page. I'll be glad to help.

The Lead Magnet

The lead magnet thing is the first step in the process of separating yourself from the crowd of other local businesses that provide similar services.

When used correctly, the lead magnet is one of the most powerful tools in your marketing tool box. It's the hook that gets a prospect to stop and give you the ability to contact them in the future.

When used correctly, the lead magnet is one of the most powerful tools in your marketing tool box. It's the hook that gets a prospect to stop and give you the ability to contact them in the future.

Website owners generally fall into two groups. The first pretty much ignores the concept of using their website to collect email addresses or phone number

The second group understands the value of collecting this info but is pretty weak on giving their visitors a reason to leave them.

This is where lead magnets shine. When you use a lead magnet, you'll provide your online prospects with some sort of juicy incentive they actually want in exchange for their contact details.

Lead magnets aren't hard to create but the best ones aren't cookie cutter, so they do require some thought. There are three basic rules to follow when creating your own lead magnet:

  • The lead magnet must solve a single problem.
  • The lead magnet must have high “perceived” value. It shouldn't be expensive for you to provide but it should be something your prospects would gladly pay for if they came across it in a different setting.
  • Finally, the lead magnet must be easily consumable. Instant gratification is a real thing, ignore it at your own risk.

A final note about your perfect lead magnet, it should be highly targeted. As with every other form of marketing, when you try to appeal to everyone, you'll end up appealing to no one.

With that in mind, create each lead magnet with your ideal customer in mind (sound familiar?). If your ideal customer values discounts, consider creating a coupon. If your ideal customer prefers a specific service, build your lead magnet around that service, such as an upgrade or add-on that they'd enjoy. If your ideal customer prefers insider information, consider a downloadable report with exclusive information.

Creating a lead magnet is the fastest way to passively grow your list. Then with email address in hand you can become their trusted resource by educating your prospects on what no one else it is telling them. And that will help them make the final decision to buy your product.

The Squeeze Page

Think of the typical website as a Swiss Army knife. It has a lot of pages, all with their own specific task and purpose.

The squeeze page on the other hand is more of a surgical grade scalpel. It has a single purpose and it's not very good for anything else.

The squeeze page exists to accomplish one thing. Convince, cajole, or otherwise ”squeeze” a visitor into providing one of their most sought-after and coveted pieces of personal data: the email address.

The squeeze page is formatted differently than the other pages on your website. The most significant difference being that it usually doesn't have a header with menu or a footer. When you succeed in directing website visitors to you landing page, the last thing you want is to distract them from completing the task at hand.

Autoresponders

It happens all the time. You and your friends are sitting around making fun of each other. Then someone drops a line on you that's so harsh it leaves you standing there with your mouth open. Crushed with no come back.

A little later, long after everyone has gone their separate ways, the perfect line comes to you. Unfortunately, by then it's too late to do you any good.

In a manner of speaking, autoresponders make sure you never get caught talking to prospects without the right line. Autoresponders are a key part of email marketing. They are a series of pre-written email messages that are programmed to be sent in order on a schedule that you set ahead of time.

A well crafted autoresponder sequence let's you drip feed information about your products, your services. They also help you shape how prospects feel about your brand.

Autoresponders helps you maintain contact and interest as prospects move through the buyer's journey. Once they are ready to make a purchase, your autoresponder sequence will have positioned you as someone they know like and trust. Someone who is worth purchasing from.

The most powerful feature of autoresponders is the fact that they are automatic. Once triggered, they allow you to consistently send your programmed messaging consistently with no effort. By continuing to hone and add more relevant information to the sequence, your message becomes hard to ignore.

Using autoresponders lifts a weight off your shoulders as they are reliable, prompt and will run for as long as you'd like.

Segmentation

A common mistake a lot of businesses make is pointing the same marketing message at all of their contacts without considering the differences in what those contact may be interested in.

Basically stated, segmentation is sorting out your contacts into different categories. This allows you to target your messages so they're relevant to every recipient. Segmentation will classify your contacts into categories on the bases of the customer location, customer type, product interest and more.

By directing the right message at the right message, you reduce the risk that your audience and the folks on your list simply stop paying attention to you. As a marketer, that's something you want to avoid as much as possible.

Retargeting

This is a tool used by companies to target customers based on their previous actions online. This helps to anonymously redisplay your products to people who have visited your site before. Every time a prospect sees your product, it will increase familiarity and enhance the chance that they will actually buy the product. It is a great tool to use as it optimizes on the people who have already shown interest in the product thus are more likely to buy. Retargeting is most successful when used as a part of a larger strategy, it may not be much on its own.

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