Watch part 4 of Troy Dean’s Online Marketing Strategy video series on the topic of Capturing Leads.
G’day. Troy Dean here on the Grassroots Internet Strategy Blog, and this week I’m in lovely Geelong in Victoria at the Four Points by Sheraton Hotel, which is a lovely establishment overlooking the bay.
Anyway, this is the continuing video series on how to implement an online marketing strategy from scratch.
In the previous videos we’ve talked about:
- the importance of getting your SMART goals set in place and identifying who your perfect customer is, that is the customer that you want to do business with.
- And then in the second video we talked about how you can create some content to help them with their frustrations and their objections in order to attract them to you.
- Also have a look at the first video in the series on How to Create an Online Marketing Strategy from Scratch.
In this video we’re going to talk about capturing leads.
This is the low-hanging fruit for most people I think. Most clients that I work with have something which equates to a sign-up box on their website that says something like “Join my newsletter” or “Subscribe to my newsletter,” and they’re wondering why no one is joining their newsletter.
The reality is that nobody really cares about your newsletter. Their inbox is full of enough noise as it is. People are unsubscribing from newsletters to clean up their inbox and get rid of the noise.
What people care about is what’s in it for them.
And I know I keep harping on about this, but it’s because it’s true.
What is the benefit? What are you offering them in order for them to give you their email address?
So, for example, if you look at my website, troydean.com.au, there’s a very clear call to action on the homepage, which is, “Download this free e-book called ‘Your Online Marketing Primer’ which helps you implement an online marketing strategy without distraction, without wasting time and money.”
So I’m offering a very clear benefit, and I’m removing pain. I’m getting about ten emails a day just from that very simple tactic. If I had “join my newsletter” on my homepage, I would be lucky to get one email a day.
So you need to work out what it is that you can offer your perfect customer, which is going to help them overcome their frustration and help them overcome their objections to what it is you have to offer.
What are the benefits for your perfect customer?
What are you offering them which you can offer them for free, which is of high perceived value and very low cost for you to produce?
So a free report, a research document, an e-book, a series of blog posts, an e-course, which is just a series of blog posts that you’ve already created. Some accounting firms offer a free report. I saw one the other day called “The Top Five Reasons Your Accountant Might Not Be Saving You as Much Money as They Could Be.” Now who doesn’t want to download that? I downloaded it. I want to download that, because I want to make sure my accountant is doing a good job.
So you need to work out what it is that you can offer your perfect customer, what benefits you can build into that offer in order to get their email address, because capturing high-quality, targeted leads into your email database is absolutely critical if you want to be able to build a successful online business.
I hope you find that helpful. Leave me some comments under the video and tell me what it is you’re doing in order to capture email addresses from your website. Or if you’re not, what it is you could be doing better. And in the next video we’re going to talk about what to do now that we have those email addresses and how we can nurture those relationships.
So leave me some feedback under the video, and I’ll look forward to seeing you in the next video.
I’m Troy Dean, and this is the Grassroots Internet Strategy Blog.