Converting Clicks To Leads: A 5 Step Process

If you want to get more leads from online marketing, you need to understand how people shop online for your type of business or service. Where do you need to be in order to be “discovered?” Once you are discovered, you need to attract that click. With every click on your link, you’re on your way to making a connection that could convert to a lead. There are five steps that every potential customer must take before they can be converted into a qualified lead for your business.

A potential VISITOR must:

1. DISCOVER your marketing message; and then,

2. Decide whether or not to CLICK YOUR LINK; and then,

3. VIEW your webpage or video message; and then,

4. UNDERSTAND and LIKE your Unique Selling Proposition; and then,

5. CONVERT THEIR STATUS from a visitor into a lead.

If a visitor does not follow through with all five steps, they cannot become a lead or sale. They are lost into cyberspace. The question then arises: does your internet marketing strategy guide visitors through the five steps? The following demonstrates how the five steps to converting a lead can be supported by strategies that will increase your chances of receiving more clicks and leads.

STEP 1. A Target Market Must Discover Your Marketing Message

The first step to getting your share of clicks and leads is to get on the radar screen of your target market. Your marketing message must be found where potential customers resource information. That means you have to implement strategies that will put your message out there in front of people.

Key Strategies:

• Onsite Optimization: Make sure your website producer has coded your website with keywords and metatags that best describe your business. You should also have keywords written into your web copy. Basic back end coding and onsite strategies help your website rank higher in Google.
• SEO: Search Engine Optimization strategies can rank your website higher on Google. There are a variety of strategies like back-linking, social media, blogs that will increase your ranking with Google.
• Banner Advertising: Run banner ads where your target market looks for information.
• Ad Words Advertising: Run Google ad words campaigns using specific keywords that will put you on page 1 of Google.  Relevant Directories: Make sure your business is listed on all of the industry related internet directories.
• Market a Video: Use SEO tactics to get a video ranked under your key words. Research says that videos crawl Google faster than websites.
• Understand Google Analytics: Your Google Analytics will tell you what key words people are using: it can help you keep on top of ways to be in front of your customer.
• Google Places: Make sure you are registered so that you have a better chance of ranking higher on Google.

 

STEP 2. Decide Whether or Not to Click Your Link

People click links that best describe what they are looking for. With little space to post messages on Google, use your words wisely.

Key Strategies:

• Understand what your target market’s reasons for searching and create a message that will attract their eye.
• Have your text written by professionals who understand online marketing.

 

STEP 3. View a Website or Video

Once they land on a webpage or video, you have ten seconds to get them reading: People have a short attention span. If your website does not make an immediate impact, people leave before they might understand the marketing message. Your website should capture enough interest to keep a visitor there long enough to understand what you are selling.

Key Strategies:

• Strong creative presentation – engages interest
• Large headlines and fonts – easy to read
• Easy Navigation – easy to move around
• Home page video – reinforces key features and benefits

 

STEP 4. Understand and Like Your Unique Selling Proposition

Once they start to read and/or view the content, they must understand and like the message. Your creative presentation must creatively yet concisely explain your USP up front and centre in the areas they might read first: do not bury key messages within paragraphs of copy. If you can engage them in the first ten seconds, you have a better chance they will read longer or contact you.

Key Strategies: Your homepage introduction should quickly hit on: The key problem will can solve for customers (the problem – the situation they may be in that has brought them to your site) or the key need you can meet.

How you accomplish solving their problem (the solution: describe your product or service) or meeting their need. Why you are the right choice over the competition (your key difference from the competition). Have your homepage message professionally crafted by an online marketing writer.

STEP 5. Convert Their Status from a Visitor into a Lead

If you are fortunate enough to have someone on your page for at least ten seconds, if possible, don’t let them get away without making a connection. After all, you paid a lot of money to get them there! Key Strategies: Offer newsletters, free information, special offers, free consults etc. if they connect by email or phone. Ask them to engage in social media buttons. Make a timely offer to do business that creates urgency. Engage a pop up operator/live chat service who can interact with visitors.

Unfortunately many people will not connect but that does not mean they are not a good lead. If you don’t want them to get away there are inconspicuous ways to “follow them around.” Key Strategy: Get into their cookies: have a remarketing specialist set up your website and video to cookie everyone who visits. Non evasive banner ads will appear in places where other competitor ads may have appeared before they were cookied.

Understand and follow these five critical steps and implement as many strategies as you can afford: Watch your online marketing start to click!

KarenHope
Senior Advisor