The best part of owning your own business is doing something that you love and getting paid for it. Unfortunately, there’s a lot of other less fun stuff you have to do in order to keep that dream alive. For many, that thing is online marketing.
I get it, the online trends, techniques, theories, and tools are always changing. It’s overwhelming and intimidating. Especially when you don’t understand a lot of the industry jargon (I’m looking at you, “SEO”).
That’s why today, I’m gonna give it to you straight. There are only three simple steps you need to take in order to jump-start your business’ growth and all are part of the Conversion Funnel.
I know, another industry term. Just bear with me.
What is a Conversion Funnel?
A Conversion Funnel is the term to describe the journey a consumer takes from website visitor to a qualified lead, and then to becoming a paying customer. I like to envision a Willy Wonka-esque machine that transforms stick people into dollar signs. However you want to look at it, let’s break it down:
Step 1: Get Traffic to Your Website
You’ve built a beautiful website and figuratively turned on the neon “We’re Open” sign but the traffic to your site is a little more than a tumbleweed blowing by. Just because you built it, does not ensure that they will come. There are two primary ways to get traffic to your site: Paid traffic and Organic traffic.
Paid Traffic: This is just as it sounds. You pay money and in return get traffic. The most commonly known examples of paid search traffic are Facebook Ads and Google AdWords Ads. There are tons of other great ways to pay for traffic, such as Pinterest Ads, Twitter, your industries niche sites, etc. But Paid Search strategies could be a blog all by itself. (And probably will be)
Organic Traffic: You want to be on the first page of Google, right? To get more organic traffic to your site, you’ve gotta make it really easy for prospects to find you when they search for words or phrases relevant to your website. Getting on the first page of the search engines like Google and Bing is critical to achieving that goal. So how is that done?
To do this you need a great hosting provider and Search Engine Optimization (SEO) (again, sorry for the jargon drop but it’s gotta be done). If the name didn’t give it away, essentially SEO is just implementing tactics such as on-page optimization and link building that will bump your search engine ranking. This could be anything from your site structure to the words you use in your title tags and meta descriptions.
Frankly, SEO can get quite complicated and esoteric (shout out to my SAT prep tutor), especially because what might work one day, does nothing the next. Check out The Ultimate Website Checklist blog to get 8 easy-to-implement tips to audit and improve your current website.
Now I know what you’re thinking, “thanks, that was zero help.” But don’t give up on me yet. We’re here to help and ensure your website’s SEO game is at peak levels.
Additionally, there are really cool tools out there that can save you time and make the process much easier. One such tool is Yoast. Yoast is the best on-page optimization tool out there and guess what, it’s free.
Getting attention and traffic to your website is step one of the Conversion Funnel journey.
Step 2: Convert that Traffic into Qualified Leads
Alright, so you’ve optimized the sh!t out of your site, have mad traffic levels and you’re making some sales now and then. You think we’re done here? Sit back down.
You’re not exhausting every possible opportunity to make a sale because not every visitor is being captured as a lead. When someone comes to your website without buying, that should be the start of a conversation, not the end. In order to keep the conversation going, capture those leads and continue to nurture that relationship.
For example, you can capture visitors’ information (e.g. an email address) by sending them to a high converting landing page or through a pop-up box on your website. In both instances, we recommend offering something of value and useful in return for their information. This could be anything from a free ebook, registration for a free webinar, or subscribing to your blog. If you aren’t following yet, don’t worry; I’ll break this down by scenario.
Landing page: You’ve just spent a pretty penny on some Facebook ads for your closet organization business. But you made the mistake of sending that traffic to your website and then failing to tell them what they should do next. Instead, send them to a landing page, which gives them a single directive.
A landing page is quite literally a page that visitors “land on”. The difference is that it has one clear call-to-action and prompts people to accomplish it. In the closet organization example, the landing page could’ve been a sign-up page for a free consultation or registration for a free 1-page PDF with the “How to Organize Your Closet in 5 Easy Steps”.
Pop up box: You run a weight loss clinic (who doesn’t wanna drop some LBs, right?). More often than not, when someone comes to your site, they’re doing research and gathering information. They have no intention of making an appointment (or buying) today.
Old you would’ve just let them browse through your site like a glossy brochure and then waved bye as they clicked the back button and went directly to your competitor’s website. But you’re smarter now. You now have a friendly pop up box that says something like, “Hey, any interest in weight loss? Sign up for our newsletter. You’ll get some great information” or “Hey, here’s a free ebook with some weight loss tools. Enter your email to download.”
Getting those leads is step two of the Conversion Funnel journey.
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In both instances, you captured those qualified leads. Huzzah! And now the nurturing begins (I’ll cover that in step 3).
There are many tools out there that can help you can create really beautiful landing pages and pop-up boxes. Our favorite is Leadpages (Full disclosure: that’s our affiliate link which gives you a 14-day free trial).
The number of things you can do with Leadpages is amazing! You can do something simple like sending a lead magnet, registering visitors for webinars, and even creating a direct sales page that accepts payments.
Building a page is super easy with their user-friendly drag-n-drop builder, numerous templates, and easy integration with your website and with various email marketing platforms. The importance of this integration leads me to step 3 of the Conversion Funnel….
Step 3: Nurture Leads into Sales with Email Marketing Automation
We’re all here because we’re trying to get paid and buy some delicious chicken nuggets. So it’s no coincidence that this happens to be the ultimate goal of the Conversion Funnel (the revenue part, not the nuggets). However, this last step of the funnel, turning leads into customers, is also the hardest.
I’ve touched on the capturing leads so that you can nurture their buying decision, but what does this actually mean? More often than not, a consumer doesn’t make the decision to buy something and then go out and buy it. There’s a lot that goes into their buying decision. You should be there for almost every stage while also nurturing them to the next.
Here’s a quick rundown of the typical buying process:
Problem recognition –> information gathering –> compare alternatives –> decide to purchase –> purchase –> evaluate –> re-purchase.
So, instead of immediately going for the hard-sell, you target your leads based on their behavior and then send them relevant content at the right time, when they’re more open to it. People LOVE to buy but HATE to be sold.
This also works for existing/past customers. In fact, your existing customers are a fantastic resource for additional revenue since they’re already familiar with your brand. They know you and any prior obstacles to purchase have since been removed or lessened. Use this opportunity to let them know about other services or other products that might complement a past purchase.
This seems like a lot of complicated work, right? Well, here’s the good news, you can automate all of this.
There are email marketing automation platforms that can do all of this for you. For example, we use and love Drip Marketing Automation Software (again, our affiliate link. Sure, we have our biases, but we only use and recommend the best tools available).
Drip integrates easily with Leadpages (and many other tools) so that when someone submits their information on a Leadpage’s landing page or pop-up box, Drip receives and maintains all that information.
But here’s the best part, you can create workflows to send that lead through and give direction on which emails they get and when based on their engagement levels. You can watch their entire Conversion Funnel journey!
In addition, you can gauge the effectiveness of your emails, see which emails they’re opening, what links they’re clicking and a whole lot more. The possibilities of what you can do are almost limitless. If you’re a beginner, it’s very user-friendly and you can easily set up simple workflows, rules, campaigns, etc. But, there are also some other extremely advanced capabilities.
Either way, you can set it all up yourself or you can outsource it to a Drip Certified Consultant like us. We’re both Conversion Marketing Certified as well as Drip certified. Helping clients get more qualified leads and achieve dramatic increases in sales is what we do!
So to wrap it up, if you want to jumpstart your business’ growth, create and implement a Conversion Funnel. This means increased traffic to your site through SEO, capturing that traffic to generate leads with a landing page and then nurturing those leads to a buying decision through email marketing automation. It may seem like a big undertaking but that’s why you have us.
You can learn more about our Conversion Funnel solution by clicking here. We work with you to get the results your business deserves.
To your continuous success,