Having a nice website and blogging regularly will drive people to your site, but how are you capturing leads? You need to turn visitors into leads and leads into sales. It takes the right call-to-action. But first let's talk about those leads.
There are 3 types of visitors that you'll get to your website.
- Those who were interested in your content, but are probably never going to buy. This happens especially to a local business who put out good, useful infomormation and you attract people from all over. If they're not local, or not interested, they're a cold lead.
- Not ready. There are those who are interesteed, but still need a little convincing before taking the plunge. These are warm leads. Here's where building trust and credibility come in.
- Where's the "Buy Now" button? Those who are ready to buy - hot leads. These may go directly to your shopping cart, contact form or just call you.
So how many leads a month should you be generating?
That depends on your income goals.
- How much do you want to make next year? Let’s take a nice round number like $120,000
- Take that number and divide it by 12. That will give you $10,000 a month.
- How many new customers do you need to be able to reach that number each month? Let’s say 10.
- How many LEADS do you need to get to attain 10 customers a month? Let’s say 100 if you have a conversion rate of 10%. 1 out of 10 leads become a paying customer.
- How many visitors to your website do you need to attract before you get 100 leads? Let’s say 1000.
OK. You need to attract 1000 visitors to your website each month so you can get 10 paying customers and reach your income goal of $120,000.
How do you do that?
- Really get to know your target market so you know what type of content to provide on your blog so that they will come to your site.
- Write a blog post 3 times a week and share it on the social networks.
- Have an enticing give-away. What would your target want or need so much that they’ll give you their name and email address? Ask them no more that 2-3 questions on the form - that segments your list. If you're local, ask for city or zip code.
- Follow up with a personalized email based on their answer. That’s marketing automation – guide them through your buying process.
- Nurture those leads into sales. (Related: 3 Tips to Convert Leads into Sales)
So what do you do with those cold leads?
Believe it or not, they help with search engine optimization (SEO). Keep them in a general newsletter list and send them your newsletter at least once a month with excerpts of your blog articles. Even if they're a cold lead, they still may click on over to your website to read an interesting article and that helps with SEO. Especially if they like the article so much that they'll share it with their friends on social media. (Make sure you've got those share buttons on your site!)
And make sure your analytics are setup so you can track conversions. This will tell you what's working and not working.
All this may sound overwhelming, but if you plan it out strategically and get the help you need setting everything up, it'll work.