By Michael Wetizman
•
11 Jun, 2022
Who is my ideal customer? Note: This is not your only customer, but think about your top 10 paying customers, what do they have in common - build a persona based on those common traits. This allows you to focus your efforts on the customer group that will bring you the most sales. What are the top five keyword phrases that my ideal customer would type into google to find what I have to offer? How do I want to show up when I show up on Google What will my google title (the blue link) say What will my description say What is my call to action Where will my customer go once they click on the ad The home page ? Try again! A specific landing page that matches the messaging and tone of the ad and continues to lead the prospect to becoming a lead by providing their contact info or a customer by completing the purchase. Your minimum goal is getting an email address How will I target customers who click my ads but take no action on their visit to the landing page This is where retargeting comes into play. A small snippet of code from Google, Facebook, and other ad platforms places a cookie on site visitors computer. If those visitors never made it to the “Thank you” page after completing a lead form or purchase, they can be shown ads later on down the road to remind them of you so they visit the website again. It can take up to 7 touches for a customer to engage a company so retargeting is very important. We’ll have an article just on retargeting for you shortly. What is my offer? What value am I offering to capture this lead’s information or consummate a sale. Sell the sizzle, not the steak! Why should I give you my name and email, what will I receive in return? Do I want to even receive that? Think about PDF guides, producing pricing that is not published, appointments, free reviews, or for product sales - discounts, specials, or limited edition offers. If you’re not into discounting your product, we get it - make it more exclusive by adding time restraints and vip access options instead. Another post on that to come. Once I capture lead information or a sale, what is my follow up process from there. How will you consummate the sale through this process? Is it a weekly or bi weekly email drip series with tips on the industry? Is it a free consultation? Is it a weekly video or podcast offered until they purchase? If they do purchase, what is the process to upgrade and / or cross sell the customer? What will be the funnel inputs? Where will the traffic come from? Here are some ideas, each will be linked shortly to articles with videos explaining how to use each platform to generate traffic into your funnel in detail. Google organic search Google Ads Email Marketing Facebook Posts Facebook Ads Instagram Ads LinkedIn Ads Blogger Outreach Posts What percentage of people who enter my funnel turn into leads...clients? eg: Click on your ad, will convert to becoming a lead. And of those leads, what percentage do you think will become a customer. Use our Ad Results Calculator to See Potential Performance Numbers from a Pay Per Click Ad Campaign. 2.6% is a good starting point for the conversion rate of new visitors to lead. From there, use your own (true, don’t just guess) of how many people you convert. Divide your total effort of proposals or meetings, etc by the number of sales you actually make * 100 to get this percentage). I will tell you now, it’s not 99%. Be conservative here so you will be more aggressive with your traffic generation efforts. Use this calculator to figure out how many customers you’ll get from your pay per click ad efforts in your funnel.
