How to Turn Looky-Loo's Into Warm Leads
Yesterday and up until today we've talked a lot about traffic generation now we take the next step turning that traffic into leeds what tools to use and systems to put in place so we can actually do the first step in developing that relationship on the way and the path to a conversion so I want to tell you guys fromthe stark so live studio audience and web audience this is going to be a very question intense segments, so I want lots of questions coming in we're going to focus on your particular businesses in the exercises that we're going toe start going in here, so have your questions ready be shooting them off in the chat rooms and live studio audience just be shooting up your hand when you want to, you know, shot up specific examples, how would this work and in particular for my, uh for my situation and my business? So how those questions ready? We're going to really be focusing a lot on your individual businesses during this segment so it's all about you this time. So the segment t...
itle is how to turn lookie loos in tow warm leads james widmore came up with the looking was part I just think it adds a little extra fun flavor is email marketing really that important? We talked about this and day one it definitely is you'll see some heip articles out there people trying to get published on different blog's cut, causing some controversy that email marketing is dying and it's all about social now and it's changing way from the old world email marketing my numbers in my businesses disagree, and from anyone that I worked with in the industry or anyone that I talked to email marketing is still alive and strong and a major force of driving conversions and a major part of their marketing channels for online business. So very important topic. Capturing the lead is definitely the first step for email marketing you've got to get their contact information, and in most cases it should be your primary goal. Now e commerce people might kind of be surprised by this statement your main goal I've the homer sight my goals toe by the product, but remember, you want to be turning this prospect into a warm early before you really try and go for the sale? That doesn't mean hide your product so they can't see it all for some people want are ready to buy right away so it doesn't mean hiding your product but your main goal specially for when people who don't have a relationship built with yet your main goal is capturing that lead because people that go through that warm up process, that relationship building email process, which david will focus on in the next presentation that you're one of a lot higher percentage shales right when you strategically build that relationship and then sell in a proper way so what we need to complete the really really good reason for the visitor for them to understand why they should give you their email address and said no one's just going to fill out a box that says first name and email were going very few people that do that if any at all so there has to be some enticing offer irresistible free offer is a term used a lot in the online marketing space irresistible for offer they can't resist I have to get that free report every book so there's a whole range of things that are commonly used to trade to give them for their contact information to start off the relationship that help position you isn't there an export or expert or help position your company as ah professional in the space that you can deliver better than anyone else on the product or the service that you offer this what we're offering them the irresistible free offer is your leader big net we're trying to get leads so we want to track them with a magnet that is this irresistible free offer that we're going to be offering to them something that will benefit the visitor but it is of little or no cost to you know this is important because this needs to be able to scale we don't want whatever we're giving them to cost us money each time so it's best I'll get into the how to deliver it, but we want to be automatic scalable we don't want especially you don't wantto be bugging herself down with, you know, I'll give you a free hour long coaching session just for your name and email address you're going toe you couldn't do that if you got a hundred of those a day there's no one hundred hours in today, so that's not you know you wouldn't want to do that that's an example of something you want to avoid, something that's free to you so what's your irresistible free offer, this worthy exercise starts and I want you guys to really be thinking about this, so we're gonna put a lot of people on the spot here and be working to this exercise because business needs more than just one. You start off with one, you gotta start always start with one in the first place, but then you're gonna want multiple different ones because you can put him on. You can cycle, um, you know, especially when you're doing facebook marketing, you know what? I'm just offering the same thing over and over again to be trying to getting this. This lead you wanna be switching it up offering a free port our webinar or you know, discount code or something else so that you're getting to this people are saying this over and over again they're not seeing the same same thing and one of those things might interest them more than something else or you can put them across different social media channels at the same time and switch it up so it's good to have more than one irresistible free offer people like digesting content differently I might not be a fan of any book I'm not a reader you know I want to watch one with free video a serious amy porterfield use an example of david simon garland offering a three part video siri's and each one of them was a half hour to forty five minutes basically training video on a particular topic and not only is the video siri's modality of delivering of having a lead magnet but the topic he's talking about so even though any book on you know sweet hav e book on point a and then a video siri's on point and then uh you book on point b in a video siri's on point you can be delivering kind of the same topic content because different people going to different things and I don't have an interest in the book but video siri's I'm all about or an audio down low or a podcast. You can kind of use the same content through different modalities and through your different channels, and people like tto learn through different ways having a webinar in there, too. So podcast webinar e book video siri's those air four immediately obvious things that amy covered in her example for last presentation. So what is your irresistible free offer? Got to start with? What problems does your audience face this should when you're offering it on your web page or on social media, you want them, tio be able to see themselves and having this problem and that you are going to be the solution offer, you know. So amy used when she was talking about blogging on day one, she talked a lot about seven facebook's marketing strategies or had some really great title examples. So people that are having a particular problem with their facebook advertising, that free offer of blogged post or training siri's about seven seven ads every expert marketers using would be really exciting for them. Okay, what solution does your lead magnet provide? You gotta make sure you mention this before that it's scaleable. So you can go from just delivering one a day to a thousand a day because when you start hitting success in getting traction, you don't want that to be a bad thing when more more people are opting in for email us you don't want to go now I have to deliver on all this stuff and that it's automatic so that you don't have to log in each day and go in email each one of these people individually argo you know, male something out yeah, you want to be all automatic soaking working because when people sent up your email list they want the promise that you talked about the lead made neg magnet topic they wanted to be delivered right away that's when they're most excited they opted into fear lest they want to hear from you right away from what we just talked about promise them they don't want to have to wait till business hours to actually get around to doing it. So we gotta gotta build the report for ur email manually or put this branding package together for you manually their most excited right then so make sure it's something that's scalable and delivered automatically twenty four seven so it's working even when you're sleeping that's akita internet marketing all right let's work on exercise for each one your business yeah question for question group camp regarding the irresistible free offer yes requesting um an example from your company luxury monograms that doesn't cost the company money or at least costs very little well discount codes just can't coach of the commerce is always a great starting place, so that costs very little money now I'm not sure if we talk about in this presentation or later won, but how discount codes we can afford to take a give a discount off of first order because the lifetime value we can make that up, but we always start with just a five percent discount I mean it's something that that should be very acceptable within your margins. You shouldn't, herbie that close in your margins so you can easily take that little bit of a dip. Teo excite people out there just now paying full price people love just not painful price even if it's just for five percent difference so that works well for e commerce and, uh as well as we don't use this for from luxury monograms what we do for custom greek threads and I mentioned this at the end of amy segment that we give them access to our vips less, which is just a fun name for anyone on our email list make it and then there's pros to a day they always have access to this one discount code are they their orders get priority shipping or whatever perks you could give that v I p list uh basically in trade for their contact information that really doesn't cost us that much money a small discount code to make them feel that much more special and priority priority manufacturing where we bumped their order above other people's doesn't really cost us money because just reorganization putting at the top of a pile for custom made items so a couple of commerce exam well, they're let's see for wedding photographer you guys have any ideas? Gina? What do you got some of the things that maybe that person would tell their client when they're on the phone with them? Well, when we get together, remember to wear a solid color or here is a good idea to come with extra, you know, whatever, but the type of things that they're probably regularly telling their clients without even giving it much thought I think it's a great idea and I we see this a lot on pinterest line melanie's my wife section when she talked about pinterest you talked a lot about checklists and kind of like or things toe like a checklist of things to avoid so for wedding photographer might be the biggest mistakes that most wedding photographers make that you need to know about for your wedding or some sort of scarcity thing like I need to know I need to make sure I get this because even I already might have a wedding photographer, so I need to make sure they don't do that on my wedding day or something or if you do family portrait or something the top five things you shouldn't you shouldn't wear or that you shouldn't do on your photo day or howto if you'll focus on children photography, how to best prepare them or things make sure your kid doesn't wear or do on that day those checklists or that scarcity of things to avoid well be like I got to make sure I learned this so that the mistake doesn't happen to me so I think that could be really good for service based people exactly that works on a really broad yeah really broad there they have that specialty that and it's automatic delivery herbal via email you a pdf download and scalable on automatic yeah any other ideas from from you did I take your guy's ideas? I was gonna say style died or something along those styling god, right? Yeah great people want to make sure they either don't miss out or that they have an advantage that's those are two main things to keep in mind all right, great so let's start talking about your guys his businesses will start here and we'll we'll do one or two and then jumped to an example for the live audience too helped them narrow it down where they can come pitch an idea and we can see if we can elaborate or you know improve it at all all right so gino let's start with you what what wait a good lead mig nippy for you I've been your website so I know you can always have already have you know step up because you've been practicing this well I have but sometimes I have a tendency to put something in practice and then and what they abandon it but not go back to revisit it and um what I have as my lead magnet really isn't all that fantastic so it could be improved I have nine things every plot his instructor should know or something like that well, sometimes people don't want nine things they don't want a pdf didn't want to sit and read through it um so I'm I'm seeing the need to test the waters and diversify with some other thing great okay, any ideas come talk your head off three easy way to get more clients now I mean, I've I've evolved a bit and my marketing but I haven't updated these elements of my sight even though I've personally evolves since I've been you know, doing this now so I need to go back and kind of great what do you also think about doing? Ah scarcity mindset like something they want to avoid like the top three things every plotted every pallotti studio owner you shouldn't dio that's a great mistake that three profits sucks, right? Yeah, you know, for your form bloody studio businesses that's great in ways that most studio owners lose money lose money you know those like I got to make sure I don't do that great. So it's it's you see how that like switches it you play we'll talk about that wording in melanie's session tomorrow about psychological tactics it's all about that wording and it just changes something in the mine where that desire could increase instead of giving like the warm, fuzzy version here let me help you maybe especially if they're terrified to be leaving money on the table and they know they are and like that that really works well with business owners uh they know there's so many places for them to them to improve yeah all right, I knew I'm sure we can come up with a lot of good ones let's let's cycle back to you especially something like that. I know you've done exercises like this before, so we can probably come up with some really good once for you and show the web audience you know, different angles to come out this great great great rachel you want to you want to stop with this? Uh yeah, I do I actually don't have anything I've never I've tried a handful of times and epically failed each time to come up with much of anything I feel like the top few I've just thought of, um is a workbook for branding um so your tool kit to start your training process um or I know that using the scarcity thing, the top, some number of things that make brand fail or why your business will fail without a strong brand already doesn't think right? Ok, good yet tool kits are really great or a list of tools uh especially if you're going to be I know at the beginning it today you talked about you want to get into some do it yourself tutorials teaching people how the basics of branding because if they might not be able to afford one of your expensive branding packages yet they're not that stage in their business, but they still need teo sprang themselves even at the most basic level, and if you can position yourself through tutorial or many course right once they can't afford it, you're the obvious choice because you have this report in this relationship built with him already. So on that note that opens up a whole new window for lead magnet ideas because now you're a teacher and teaching business owners that need some basic branding steps business owners always want toe you no need help with their business card designed their letterhead or they want stuff toe look pretty without on expense so basic styling course would be good so you khun you know play on all those the first five branding things every new business should d'oh or every solo preneurs starting out needs to know things like that great good mike what do you got? I know you're you're kind of like gina and you've kind of done this exercise before so you're a little bit more down the pipeline you got any ideas you don't know what you currently have so what we currently have it's been successfully dot com is r r are we have auto play video there that talks about a little bit about our story and what wasn't working for us and a few simple things that we changed and then uh the what we have at the end then is you can figure this out for yourself and take this big financial fog but you're in and simplify it by having a four step process that we use um and then the offer then is a a worksheet a two page worksheet really simple and then a video tutorial that goes along with that worksheet help me go through it okay great good so that's what you currently have? Do you have any ideas of additional things? Because I think especially if you already have one in place the next thing is to try to test out some other ideas and split test them which we'll talk about how to do that and why during our conversion optimization section tomorrow but let's hear some other ideas that you think might work that you'd like to test? One thing that we have tried is with our podcast that we have another opt in page for the podcast so not great results with that yet, but we're not sending a lot of traffic there yet um the other one we thought about is any book or something like that ok, good what do yes, trina, please. Yes, no, no, I well, I want I want your guys ideas. I want this to be a good thing because I think quiz even if it were short one like five questions might stir up a little bit of some of the pain, if you will or uncomfortableness of rude she's I really need to know what this couple knows and sometimes those self assessment with thirds at myself good. Do you are you going after people that already know they have a financial problem or with their people becoming dear sight? They don't know they have a financial problem yet because that's where quizzes or kind of like the fill in the blank assessments, we use those a lot in social media because people always don't know they have a social media problem or know that they can improve and that there's ah work sheet that we included within and enrollment for this class that kind of served that purpose it asked basic questions but show where there might be holes in your business you go oh, I didn't even know we need to improve their and it helps you oh no you know where to start so let's answer that question do people already know if they have a financial problem is that you're going in general yeah great. All right okay, yes it's it might be a little different assessment thing might not be the same thing rachel, would you like have someone putting their email first and then mail that's them are delivered or collect the email at the end of the quiz for your result no, I'd always do it upfront you always want the email first his moat that has to do with the funnel and you know you don't want to give them you know the reward you want the character be after the gate you know and they have to go through that to get there. Oh, but it has to be interesting enough to him. I mean, what a quiz would people wanted entering their contact information for a quiz? You know, you know, maybe not maybe that's ah bonus or a worksheet they do during your email followup to help when you're trying to build that relationship with them it's like hey fill out this quiz you know something like that, but I wouldn't I don't know if I'd make that affront and lead magnet. Yeah it's a good question. Alright. Let's dio yeah, mike, please. With trying something else that would be something with split testing on the home page. You're gonna go into that later about how strategies for how we can do that in tools first testing? Yes, that is the last session, actually, this workshop so its session number four tomorrow that's the good stuff that's the advanced tactics. So I know some of you are ready for that, and we got some really good examples of tests that we've done in our business there. So show you a lot of inside stuff, but I've never shown anyone before s oh, we'll get to you guys in a second let's do a couple from the web and get some make sure web audience that you submit your lead mig att ideas and then we can see if we can improve upon them that there are live audience great. So what you got? Well, this is actually talked about va's earlier. Serious says I am a virtual assistant. Should I give away my services as a great giveaway? I would not because that's the automatic and scalability it breaks that rule unless the only time I do that I I don't know if I do that the only time I'd ever dio some sort of maybe a either a consulting session o r pre coaching session even though she's not really coach would be after ah a long form application almost which is a coaching example I wouldn't even do that with a virtual assistant so I wouldn't do that because not scaleable you know if she got a hunch you're gonna do a hundred of those a day and you got you gotta think big and that way or not you don't have a you know it turn in your stomach if forty people often in a day and you got to go man I got a contact all these people and deliver all this now so you know what you guys think for avi? I mean, I know some of you use them so it would be a good idea well, I'm reminded of something that I did when I had a pla t studio and I knew that the people looking around google for a bloody studio what I offered my my lead magnet wass you know, ten things you need to know before deciding on which plot is instructor of party studio and sow of a could dio you know, five things or ten things before you hire a eso you're getting the lead hopefully you'll get the business also but you're providing that service for a prospect how these work or questions to ask of a a because maybe it's the first time someone's ever hired one, right? Absolutely. When else have any ideas for relieve magnets? Rachel, I think a lot of people don't know how to use virtual assistance, so maybe just say, yeah, yeah, use um the top jobs, the most common things they khun dio when I was a big pain point for me when I was starting to hire via is I didn't know what jobs to get them to give them like what they could do, so ideas to help the potential business owner is going to hire them here's the type of stuff that I can do that I passed clients have had me dio whatever it might be handling their email for them customer service issues, give them ideas so it's like, oh, this could really be a value to me I'm gonna go down and talk with them or about actually hiring them how about another one from the audience? Pj says, I present people development workshops in south africa. I really struggle with this giveaway concept as my content is all I have, if I give it away, why will they attend the workshops? People development equals everything from time management to goal setting tau working together as a team, please help like howie to find that cause I was going to question what is people development? So that was definitely wasn't pj pj pj iet's take name. All right, great. All right, live audience. What do you what do you guys got her? Pj so he runs a workshop on sense like efficiency and team building skills. What? Any ideas of things as possible consumers? You that would you spike, your interest is a lead magnet. What do you guys got like? So you could do something like the first five minutes of one of his sessions where he talks about what I'm going to go over in one of these sessions but is not the whole thing it's just like a teaser of what it will be about absolutely that's good. Anyone else? Rachel that's, right. That talks about a portion of it and then shows the results like here the amazing results you get with this sort of yes that's not like a hook that's not the title of that wouldn't be very interesting. That's good, though I mean that's. Why? I want you guys doing this exercise for even the web audience because it you gotta, you know, shape your brain to be thinking of these good angles and hooks and working through it, you know, it is an exercise for the reason uh, so oh, I mean, I gina, I I think this is to help pj I think this is gonna be a lot like a webinar work is like giving away content for free so you can charge for it later or in a different mortality a workshop because the workshops going have a totally different vibe, even if you gave them a pdf work sheet of the top things teams need, teams need to be doing doing to be help, you know, develop their team building skills and, you know, like you guys being here, if you watch this, yeah, through either a webinar where you couldn't see my face and it was just kind of audio would be a different experience than actually being here working with me live, we can actually work on your individual business in your case, it's a totally different experience, and I think pj can definitely, you know, bennett benefit from that where don't be afraid to give away some of that workshop stuff you don't need to give all of it away. This lead me and it can be very little content. It could just be, you know, a short video giving them biggest tipper, the biggest thing that helps, uh, people that come to my workshop, and then your workshops going to more than just that one main tip, it's probably at least in all day thing so that's a lot of content, your actual live workshop. So pj actually, I wouldn't be afraid of giving away something that you actually do cover in your life workshop. We have ways keeping going in and sample because you said you'd give some examples, kasuri woman says last week I started a sweepstakes join my mailing list to be entered to win a missouri necklace value thirty two dollars drawing will be september fifteen. Nice nice that's great! Yeah and that's that's! Especially good. Uh for things social media sites like pinterest because you could be pending an image of the necklace with some text overlay. And no melanie talked about that the last day of her workshop how to be changing, getting the visitors browsing your pinterest boards actually, enda leads on your website so that's a good example of contest or sweepstakes that's good. Anything else from the world audience let's do it let's do another one. I'm sure let's just had one here I'm an online art instructor like rachel. Everything I've tried in the past has epically failed. Besides, checklists are free video siri's, what could I offer? That would be a unique lead magnet artist on my art instructor and online art instructor okay, so I'm assuming she's teaching people howto howto meet howto howto make theo create that are online. Okay, well, I mean, gina coming from experiencing the experts base. I mean, what are some some obvious things you might do? I think this might relate to what we talked with pj about, about giving away some of the, uh one oh, one course a basic introductory course. Sometimes we do this with our social media training courses. Million. I do this where we have let's say, for example, melanie's petro's course. Who might give away the first module for free? Because all it's going to do is what? People's appetites but that's only one module seven. They're only going to get mohr interested because you covered the basics. Imagine if you guys did that with, you know, creative live where my whole first segment mainly talking about the overview of all the cool stuff we're going to cover in the next three day workshop. And you guys just got that one. Ah, you know, ninety minute presentation it's like man's going to cover really good stuff. This is for me. I can see this is going to help develop my artistic abilities, you know, for me in particular, and they kind of get used to your teaching style and that's what's really good about a webinar one thing amy's porterfield talked about in her last session is that they get to see your teaching style they get to develop this virtual relationship with you and make that decision I like the way this person teaches no, I want to I want to learn more from them I like the topic they've already covered for free during this free training I that this course I feels a good fit for me so I think especially yeah and online art instructor and island our teacher uh I think that'd be a really good advice yeah, what else you got in the other examples keeping come in web audience let's uh can you put him in? Karen has a question she said could I offer free shipping for lead magnet instead of a percentage off? Yeah, absolutely. Those are in my mind pretty interchangeable and that would be a good thing to split test which will cover how to do this. Like I said my conversion optimization segment which is the last segment tomorrow that's a great thing. And brian, this goes back to the question you asked me in our first segment of yesterday about and uncustomary threads we offer a five percent discount warehouse with what about free shipping at a certain point and that's just all testable and especially if they're of closer equal value and sometimes your audience just might that might sound better to them our sound right it's that five percent might not sound like much of a value to certain demographics your audiences and free shipping really sounds like a big thing especially with all the web big websites now like zappos offering you know free shipping is just like a no brainer thing that a lot of sides need to be offering now so you can be, you know, offering that easily baghdad or yes police happy stamp er's two thousand five I teach crafting handmade cards scrapbooking scrapbooking pages and home to core I'm thinking something like list your top five tools needed in your stamping kit what do you think? Yeah, tools this are great we use that that's our main lead magnet on the melanie duncan dot com blogged the top tools I used to build my online business and it works like gangbusters. It's great s o tools this are fantastic people people love resource is and tools and book lists and you know things like that that they can expand their learning on so you know it khun make whatever whatever gold or trying to reach they feel it can help them reach it easier. You know with less work and less time and so tools lists are fantastic because handle brian adam uh it's comp with your crisis lead magnet and critique those and then we can go a couple more slides uh in the presentation so brian let's start with you um I was thinking of either a discount isn't that a discount code or a let's say free logo but it would be contingent on a purchase basically right? Um a ziff we're going into branding they wanted a website or um, you know, business cards, things like that I do the logo for free cool I like that and this brings up a really good point you want to be really careful discounts especially we service based businesses because you don't want to devalue you personal service so e commerce I'm all for using discounts especially, and you can also use this example any commerce but specifically for service based businesses like coaching or graphic designer branding packages add extra benefit instead of a discount so for the same price they're getting that item plus something in addition so you know by this branding package or by this graphic design package but also get the business start up one o one kit you know package for free, which could include like a letter had designed and a business card design or something on top of the basic basic website graphics pack you're putting together or something like that so it's an added benefit for them instead of just but but that you don't have tio it's basically almost a discount code to provide a discount code but it's a code to get uh in addition on the order something extra for the order so it's a promotion code that will automatically add something to the shopping cart so when you order this I love that your idea because you have to deliver anything for free it's jason lee a promo code and if they decide to order they get something added to the air so really entices they were to come through because you get it and that would be really good thing teo include scarcity on it expires after a certain amount of time so if they're on the fence you know hey this extra this extra business one o one graphics pack goes up you know expires in two days kind of like what we talked about in session one about about promo codes expiring it's good I like it all right, adam I think that uh promotion would probably work for us teo like if we're selling custom suiting maybe with your if you sign up for newsletter now and you do make a purchase get a free tailored shirt as well that's something perfect for like christmas or building up to that but other than that something more like a white paper like top ten tips are ten things to look for when purchasing your first custom suit and you can uh, provide a lot of added value on that our expertise or you know, things that most people just don't know to look for they don't know that the terms right? I think that's a great great idea especially for mins custom suit or tuxedo about going back to the the scarcity oh are something that they might do wrong choosing the wrong fit or the wrong fabric for the top things you need to look for when choosing the right supes people especially men they're scared they're gonna make the wrong decision they don't know, you know they rely on the person they're buying from so you're educating them on the questions to ask for, make sure they don't get, you know, make the wrong decision or get in trouble when they goto a certain paying a certain company to buy to buy a suit and they got the wrong fabric that when you get a dry clean it falls apart the seams after you know a week and you know so fitting whatever the main elements are all right, so let's go a couple more sides and then we'll go back and like I said, live audience and web audience just keep pumping the questions in or the ideas or things you want me to elaborate on more this is going to be really I want to focus on your businesses and you guys get a lot of value yeah, rachel one question when you have a promo code expired you research is for that have we time do I have researched for resource is resource is. So we talked about this a little bit on section one. It has to do with your usually the e commerce platform that you choose has technology built in to do that, and it can either be. The promo code expires just for everyone on a certain date, or certain e commerce platforms can make it on a per customer basis and there's just some slight technology behind it. But usually, especially if you wantto put then your business. Just call up the e commerce provider of your choice and talk with them and how to do that, and they can usually help you out. But, yeah, there it's, usually built in if they have it.