We all spend lot of time online (at least I assume you do since you are reading this). We check email, work on our websites, post on social media and so on. So, I ask you, are all of these activities profitable? Not everything we do is going to be cash focused, but at least some of it has to be if you want to stay in business very long.
We all work hard trying to find new customers. We create emails, work on our websites, post on social media and so on. S0, I ask you, are all of THESE activities profitable? Getting new people on our email lists and getting them to our website is good, but are you working on converting those people from prospects to customers?
It's one thing to get people into your sales funnel, but what then? Do you have a sales funnel?
There are many ways to drive traffic to your website, but I tend to focus on two main ones … pay for traffic via Adwords or ads on social media and driving traffic back to your website via email marketing, content marketing and social media. Both have merits and both should be part of your mix.
The question of conversion starts once they get to your website. What do you want them to do?
- Buy something?
- Contact you?
- Share something?
- Join your email list?
- Write a review?
- Something else?
It all starts with a plan. Let's say your main goal is to get them to buy something. What if they are not ready right now … then what? If they don't buy right now, then maybe you can get them on your email list,or maybe you want them to contact you with questions. What if they already did buy and are back on that page? Maybe you can get them to leave a review or share their perfect find on social media? Make sure you make it clear what you want them to do. Let them know what their options are if they are just looking at your page. If they have already purchased, let them know that you would love them to leave a review or share on social media.
Even before all of this, you have to make sure you are driving people to the right page where they can take those actions. Some assume that if you just get people to the home page, they will take all the action themselves. However, by the time they find what they are looking for, they may be too exasperated to take any further action. Make sure you are getting people to the exact page they are looking for and then your chance of conversion or additional action increases!
If they don't buy, can you get them on your email list? This give you permission to continue the conversation in their email inbox. You can't just badger them with, “Why didn't you buy?” emails, you have to provide some compelling content to keep them engaged and interested.
Now, how can you get them on your list? One client, www.ThatPickleGuy.com, uses a two-pronged approach. It starts with weekly recipes on how to use their products. People love recipes. “If you join our email, we will send you a new recipe every week.” That same strategy worked for Mrs. Dash when I worked with them. The second approach is the bribe of coupons. “Get 10% off today if you join our email list.” These are the same principles as the Fremium or lead magnet. You have to offer something good of value that people are willing to trade their information for.
The old, “We will send you our newsletter”, will not entice people with over crowded email boxes, they want something with a real perceived value.
OK… you are getting people on your website, email lists and social media… so now what? What is happening from there? Are you measuring what's happening in each of those? Analytics happens on websites, emails and social media.
In Google Analytics, you cannot only see what pages people go to, but you can set goals and measure conversions. You have to have a plan here. If people make it to a ‘Thank You' page, then you can assess that as a goal and give it a dollar value. If you have multiple products and only one ‘Thank You' page, then you have to either have a page for each product or service, or create an average value for each sale.
Email gives you the same tools. You can use a ‘Thank You' page when someone signs up. You can also measure things like open rates and click-throughs to see if people who get your email take any further actions by measuring what page they visit after they get to your website. Again, it takes having a plan and measurement tools in place.
Social Media have analytics as well, but you can only measure actions that happen within those platforms. If you are doing ads, you can see click-throughs and actions taken. Don't discount the value of information you can garner from fan or business pages on any platforms, since this can help with your conversions as well.
If it all seems like a lot of work, it is! It gets easier once you have a system and a plan. Once you know how to direct traffic to and from within your website, it gets easier. Without measurement, all of the traffic in the world is helpful, but will keep you guessing as to what is working and what is not.
Start with one simple plan and measure that. Then, start adding layers, but make sure you check each with the same intensity for the ones that are not working, as the ones that are working well. You may be missing just one simple step that can turn a dud into a new stream of income.
I would love to hear some of your success stories! How about your comments or feedback?