Website Strategy

Having a high converting sales funnel is secret to having a profitable website. We identified 4 steps to optimize the website to create the perfect sales funnel. By combining various techniques from SEM, Social, Display to Email a website can turn into a well oiled machine working on automatic.

What is a Sales Funnel?

A sales funnel is a marketing system. It’s the “ideal” process you intend your customers to experience as they go from Prospect to Lead to Customer to Repeat Buyer.

The most important thing about any sales funnel or online marketing is TRACKING. Tracking enables yo to see where the traffic is coming from and what interactions they have on your website. Different traffic sources will want different things from shopping around to buy now.  For this reason, you should have tracking pixels strategically placed across your site, tracking all conversions/interactions.

digital marketing trifecta

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1. Generating Targetted Leads

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Generating targeted traffic is a combination of identifying the channels the customer are present and the businesses online presence. Every business is different and requires their own unique strategy.

No business should every solely rely on one source of traffic though as things can change overnight. In February 2016 where Google removed sidebar ads on search results, this would have had a dramatic effect on people’s strategies based on this traffic.

How to Do It: Start with one channel (SEO, Adwords, FB, Display, YouTube, Instagram) to determine an offer that convert. Then use  traffic and sales metrics to determine the cost of the lead vs acquisition use this as a baseline for adding other channels.

Determining on budget I recommend starting with 1. SEO, 2. PPC, 3. Facebook, 4. Retargetting on Facebook and Adwords.

4 traffic sources

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2. Converting Leads into Sales

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In any given market only 3% of people are in “buying mode”. These are the people that walk into a shop and know exactly what they want and all the clerk needs to do is take the payment. This 3% is distributed amongst all competitors so completely focusing on this traffic isn’t a long term solution.

You need to start focusing on the other 97% of the market by making sure when they are ready to buy they are going to buy from you.

This is done by educating prospects with FREE content using reports, videos, cheat sheets, webinars. Then after you have educated the prospects you move them up the funnel to convert them from not thinking about it to buy now. Done right, this will easily double your sales.

sales funnel

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3. Retargeting Missed Sales

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Just because someone didn’t convert from prospect to customer and left your site doesn’t have to mean they are gone for good. These people fall into the 30-60 % that was shopping around and not interested right now.

Using retargeting ads to convert them into customers. The visitors that don’t convert will be retargeted through timely and compelling ads that will follow them around the Internet. These ads can target people using their cookies and can serve them a range of ads from Facebook to Youtube videos.

retargetting

Retargeting ads should be seen as shooting fish in a barrel. They are qualified leads that just need to be given a gentle push over the finishing line.

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4. Nurturing Customers

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Every single business should have a CRM in place to track customer relationships. This helps you track vital customer information such as personal details and products bought. Having a CRM enables you to automate a personal upsell marketing campaign per customer purchases and interactions. This alone will DOUBLE YOUR SALES.

To even deep dive further, you can apply the Pareto Principle to identify your most valuable customers who are bringing in 80% of the profits. Perry Marshall (A famous Adwords guru) studied the 80/20 rule and deemed it to be exponential. Where you apply the 80/20 rule to the 20% identifying the top 4% of customers that accounts for 64% of your sales. You can do two things with this information.

  1. Aim to keep this 4% happy by providing exclusive offers and services to get a better understanding of their needs.
  2. Profile them to determine characteristics and online buying behaviors. Then to get more qualified leads you use this information in your marketing campaign by targeting copy-cat audiences.

As I mentioned at the very beginning online marketing is all about tracking and a CRM is the perfect tool to combine all the tracking efforts.

pareto principle

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What Next Steps

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If your website isn’t bringing in leads or sales let me look into it for you. I will do a complete site audit identifying issues and analyzing competitors giving you a action plan to succeed.

Just click the “Email Me” button and simply fill out your details on the contact form as best as you can and we will get back to you asap.

email today

 

 

Shane

Has a passion for innovation and for delivering & maintaining the highest quality product. Highly analytically and goal focused, with a high level of organizational skills that enables to work well when under pressure.