01 Jul How to Grow Your Sales, Conversions and Customers – (Part Three, Final)
This is the final part of a series of posts on the topic of ways to grow our sales, increase our conversions and get more customers.
We’re all looking for ways to grow our sales, increase our conversions and get more customers. This outline from a recent business breakfast presentation puts the kettle on the mettle and shows ways to build your business using your website, your analytics and your offline CRM.
Transcript – Part Three Of Three
Targeting customers is also the best way to generate leads. Anyone use the Power Editor on Facebook?
Paul: Yeah, that’s right. What? Most don’t even know what it is. The Power Editor, if you’re ever going to do advertising on Facebook says, “Create your custom audience.” Here’s who they are. They’re the only people who ever see your ad. That’s it.
If I wanted to create a custom audience, for example just to target photographers, I could use Facebook to target anyone in this country, and I’d leave the others outside for the moment, who says their hobby is photography, or they run a photography business, or something like that. I’m sure that’s probably thousands, tens, hundreds of thousands of people perhaps, and they would be the only people who would ever see my ad on Facebook. Therefore, if, as I say, from a web design point of view, if I was going to create a special report, “Six Essential Things Every Photographer Needs To Know About Making Money Online Through Their Website,” that’s the ad. A bit too much long in a text, but something like that. They see it.
If they’re interested in that at that point in time, they click through to a landing page, which isn’t my homepage, saying, “Hey, dig around and look for my special report.” It’s a page that just goes, “Here it is.” It says, “Look, I’m happy to give you this. It’s 96 pages. It comes with two bonus videos showing you examples of what you should be doing on your website.”
I’m not selling them anything. All I’m saying is, “I’ve written this report. I did a case study of 150 different professional photographer websites over a period of time. Here are the six common factors. Give me your name and your email address, and I’ll give you the report and the videos.” That then becomes a prospective customer database. If I had the time and that’s what my inclination was to do, I would then just follow them up, and follow them up, and follow them up until I was too busy to do more work or got more work to then grow the business.
That’s how you do inbound marketing. You target people and build trust with your content.
Outbound marketing, print advertising, cold calling, telemarketing, trade shows, email blasts. Untargeted. I’m not going to go through that list, because this is not the important one. Don’t spend too much time on these things, unless every lead that you get you can then follow up.
Trade shows are a great place to be for specific industries, but you must be looking to not make a sale on the day, generate a lead to follow up. Don’t just blast out the email. Target those people to something custom to what they’re looking at.
If you’re doing telemarketing, make sure you’re calling prospective customers. They’re in the market already for what you want. Not just, “Hi, we’re selling this.” “Bye, I’m not buying,” which is what most telemarketing is. Who’s had those calls? Everybody.
Then you’ve got to look at the conversion points. Look at where you traffic is coming from. Look at where they’re landing. That’s the thing. Where is your traffic coming from? Where is it landing?
Then we apply what I call the one click strategy. This is probably the biggest takeaway that you’ll get from today.
When a customer lands on your website, they must be just one click away from what they’re looking for.
When they get to that thing, whatever it is, then they should be just one click away from what you are looking for.
Let’s look at that example, an ad for something to do with a photographer. They land on that page to get the special report. They’re just one click away from getting it. They press that Submit button, one click. They get it, they read it, they should be then no more than one click away from what you want. What do you want? “Contact me now so I can,” in that example, “build your website.” The link goes to the contact form.
Or they land on a blog post about a specific thing. You also offer that thing as a product or a service. They are one click, bang. It’s right there from wherever they saw it. That was the one click. Then there is one click to contact you, or they land on that, one click to then view the product on your shopping cart. What’s your goal? Have them buy it. One click, Add to Cart, and off you go.
Don’t make people look through your website, search, and search, and search for what they’re looking for. Two clicks. Go back over your website and look at those entry pages along the way, and ask yourself: Are they? Is it? How often? How easy to get to what they’re looking for, and then what you want as that goal, as that conversion?
Forget about what the numbers at the top there. That’s just decorative, but looking at these different points. These slides I will make available to you. This is probably almost a full day seminar on its own, but giving you these snapshots.
Click-through rate is the very first thing you have to look at. If you’re running an advertising of any kind or sending something out through to social media, that click-through rate can improved by, in SEO for example, your meta title, your meta description.
Anyone ever looked at how they appear in Google Search? Yeah. See, if your title, if your description looks terrible, your click-through rates will be terrible. Look at your social media. Same thing. How your title and Facebook, which I just hate sometimes, creates its own description, often giving the wrong image and everything as well, how that appears, that click-through rate can determine your success.
Just quickly, there is something called the Facebook debugger. Yes, the Facebook Debugger. It will debug the way which your pages appear in Facebook.
I have a resource on my blog which is just linked tools resources. I only posted a week or two ago with a link to the debugger. If you don’t like how a particular page or a new blog post is appearing, run it through the debugger. It might just revamp it for you, give you a better description. Or if you change something and Facebook is not picking up the change, that will allow it to be revisited.
Email marketing, for those of you who are marketing to a list, to a newsletter, to something, if you just go, “Yeah,” blah, blah, blah, blah, blah, click here, if that click-through rate isn’t any good, then that could be the problem. This determines, not just what kind of traffic you get, but how much at the same time.
Then they arrive on the page. What are your goals for that page? Do you want them to read more? Go somewhere else? What’s your one click goal from there? Ask them to do it. The amount of times I look at a landing page for a customer, and go, “So you want them to . . . yeah, where do you ask them to do that on the page?” “Uh, I don’t.” Perhaps you should.
Ask them to contact you. Ask them to download this. Ask them to do something. Call to action, very important. Could be to read more, could be to opt in, could be to contact, could be whatever, but if you don’t ask people multiple times . . . Who has kids? Yeah! If you don’t ask them multiple times, chances are it won’t happen. So the same applies to selling online. Very important.
Your goals, sales goals. Initial purchase, that’s where it begins. Is there an opportunity for a repeat? Well, not in all industries. But what about referrals then to others? What about volume, celebrants? Absolutely, you can do that. Volume purchasing. Buy a six pack in one go, I’ll give you a discount. Not really.
Offline goals. Who has some kind of offline follow-up system better than a box? One or two. A CRM customer relationship management. It’s where you get that phone call. They didn’t come through email. They’re not on your database email list, phone call, name, phone number, maybe a mailing address, if you’d like to send them something, goes into a database, and the leads that are generated, maybe they’re for appointments, maybe for sales, maybe for follow-up, in this Internet age, there is still nothing better than face to face or voice to voice, through the phone, nothing better for building trust.
These are the things that can make a difference. We’ll start to wrap up and just ask this question. But what happens if they don’t buy now? Who’s ever had that? Yeah, everyone. Everyone’s hand goes up. Follow-up is the key. Don’t quit. You have to learn to automate the process of the follow-up. I’ve got you automate and regulate. Online automation, easy to do. An autoresponder automatically responds to a query again and again and again, what’s called a sequential autoresponder.” Good if you can do that.
What about the phone call? In that particular case, you want to have a system in place where you make a note, and you get a reminder, an automatic reminder to follow that person up. You might prioritise them. They’re in Category A, B or C. C means it doesn’t matter. If I don’t get to it today, I’ll get to it this week sometime. A means I’m going to lose a customer if I don’t call them now, this morning. We do our best.
Serve your paying customer first is the best advice I can give for any business. Always serve your paying customer first. Better to upset a potential customer because you didn’t get back to them in time, than one who’s already paid you money. Try and get back in touch with everyone, very important, but work out a system to automate and regulate your follow-up, because this is the 80% of people who didn’t buy the first time they saw you.
80%, think about that. “Oh, we haven’t got enough business.” That’s because you’re not following people up, most likely.
So in summary, there it is. Automate everything.
Who’s using an autoresponder of some sort? Anyone? A couple of people. All right. That’s something you want to look at and study.
Who has a newsletter? It’s manual, probably, yes, when you remember to send it out. Ever go on holidays and scheduled a couple in advance? Who’s using something like WordPress or Joomla or some other CMS? You can automate by scheduling the content that goes out. Who’d like to take a few weeks off one day and have your business keep running? Absolutely. Good idea. You want to automate things. You’re marketing while you’re away. A great idea to do. CMS reminders is what I’m talking about, with having some kind of follow-up.
I use Salesforce. It’s a wonderful system as long as I tell it to remind me to do something. No good if I don’t tell it to remind me to do something. “Paul, you’ve got to follow up this person on that day,” little pop-up reminder. For any of you who would know, who have had that sort of more personal contact, one on one from time to time with me, I follow up, and I will follow up, and I will follow up. Occasionally, sometimes, a couple of people have slipped through a crack. Why? Because I forgot to tell me to remind myself to follow up, but that’s probably only about maybe 1% or 2%, and I feel bloody terrible when it happens. But you need to follow up on a regular basis.
Last two slides, why don’t people buy? Like I mentioned right up front, could be that your ad sucks. That’s the truth. Whether it’s just a caption on social media and how it appears, or whether it’s an advertisement through Google AdWords or a print ad, it doesn’t matter. Could be that the ad sucks, or it could be the page they then land on is just as bad. Could be one or the other.
Print advertising, never send them just to your homepage. Send them to what you’re telling them about. Target your marketing. Don’t just splash it out there.
Maybe it’s just too damn hard and they click away in frustration. Maybe it’s that you’re trying to sell to people who haven’t yet bought. That’s an interesting thought.
I’d like you to learn this. I’ve talked about the other 80%. There are two types of buyers out there in the world. There are those who know what they want and then those who don’t. There are also those who know who they want to buy from and those that they don’t.
Here’s how that works. Maybe I want to buy a new coffee machine. I want a coffee machine. I just don’t know which one.
Woman: It’s me.
Paul: So I go to the shop, damn. Go online. That’s no help. There’s a gazillion of them. I know what I want. I just don’t know what I want. So I have to then decide which type of coffee machine I’m going to buy. Then once I know this is what I want, who am I going to buy it from? That’s the next decision, because unless the person will explain to me the good, the bad and the ugly about the coffee machine, if I’m going to spend $500 plus on a coffee machine, I’d like to know a little bit about it. If you’re in business, you’re spending $15,000 on a commercial unit, you sure as heck want to know a lot about it and have some trust that their backup service is going to be good.
Then who do I want to buy it from? How to think about your product, how to think about your service. Do people ever to need to know more about just what it is, what you provide, what the options are, what works, what doesn’t work, what experiences might come with it? They’re still, “Look, I need someone to put all the nice things out for the wedding table. I need someone to do all this, but I don’t know what. There are just so many options. I need someone to help me understand exactly what I want.”
If you do that and build trust at the same time, when it comes down to who they buy it from, much easier, they just stay with you. If they do all of this research online and go to gazillion places at the same time, when it comes to who, what do they want to know? What’s the price? That’s it. But if you can build trust in this section at the top, the 80% who are in what I call “discovery mode,” tell me more about the product, if you’re the one who tells them, builds trust at the same time, “Who? Hey, I’ll just buy that from you. It doesn’t matter if it costs a little bit more. I just know you’re going to deliver.” That’s what you need to be looking at.
In review, very simple steps. Look at your entry points, that click-through rate from wherever your traffic to your website is coming from. Have a look at it. Make sure it’s the right kind of traffic. Before you seek to increase the volume of traffic, make sure it’s the right kind of traffic. Very important.
Then review those pages. Have a look at what pages they’re landing on. Look at the call to action, the CRO, conversion rate optimisation. What can you do to improve?
Anyone got lots of text on their website, more text than images? Couple of us. Who’s got lots more images than text? Wow! How about we find a better balance? People need both, different customers. Yeah, we need images for visual products, but we also need explaining how they’re going to use that in their own life.
Just quickly for those of you who do sell a product, who has pictures of just the product and no people? How about the product with people using it, your target market? Much, much better. I never understand why real estate agencies never have pictures of people living in these homes that they sell. If I was looking for a nice family home, I want to see a happy family in there. Makes sense to me anyway.
Woman: They need to be photogenic.
Paul: They do. They absolutely do. Ever notice that with advertising? They pick people who are . . . got to be hopefully real. Don’t just use stock image people, because they’re like, “Hey!” They’re not real. Sorry, I won’t put you through that, but they’re not real. Use real people.
Then this. I reckon I could improve everyone’s business just with this one thing. Review your follow-up. Never ever, ever, ever stop until they tell you to.
Woman: One thing I hate, there’s so many emails, is SEO emails, and then I just delete, delete, and the same people come back 100 times. I don’t want to click on them, because you feel like you’re opening yourself up. You want to tell them to go away. You can’t get them to go away.
Paul: I know. No you can’t. They’re actually not even people sending those emails. They’re not people that send you those emails. They’re just robots.
Woman: If you click on it, you’re in worse trouble, aren’t you?
Paul: There is a guy called Matt Cutts. Just wrapping up, and this is the end of the presentation, but Matt Cutts works for Google. He is one of the faces of Google, taking some downtime at the moment. But a few years ago, he put up on the Google Webmaster Tools YouTube channel, he said, “You know all those SEO spam emails that you get, here’s the ones that I get. I get them too.” He read it, and it said, “We want to give you a better place in Google.” He’s going, “Hang on, I am Google.” They were promising to give Google a better rank in Google. We can get Google to the first page. Really? They’re not even people that send them to you.
I get them all the time. I actually had one ring me once. At least one guy was really on the ball.
Woman: It’s annoying. So you can’t get the real people, you just get . . .
Paul: You just come to me.
Woman: Paul’s real.
Paul: Come to me. I can help you with that.
Last sort of example, talk about targeted marketing, inbound marketing which builds trust, which is developed through content marketing, versus outbound marketing, advertising, telemarketing, by actually just putting it out there and hoping that people will call you. That’s what outbound marketing is. Still works, just costs a lot of money.
I had somebody call me one day, calling from Melbourne. “Oh, you want to build me a website? Okay tell me how that would work.” I only gave him a couple of minutes. I was fairly busy, but I asked a question. I said, “Look, just out of curiosity. You’re just telemarketing businesses.” “Yes.” “Where did you get my name from?” “From the Asset Company register.” “Okay, right. Did you look at what I do by any chance?” “No, no, I’m just calling businesses.” I said, “Guess what?” He said, “What?”
“I teach people like you to do what you to do, except you didn’t take the lesson.”
You have to target your marketing. You have to target your marketing, number one, and then track every step along the way. All right?
That’s all we have time for. I’ve gone five minutes over. I apologise for that. Thank you very, very much. Any questions, I guess to wrap up.