Monthly Archives :

September 2018

TURN BLOG READERS INTO CUSTOMERS!

TURN BLOG READERS INTO CUSTOMERS! 900 600 WildFigAdmin

It goes without saying that blogging is an integral and valuable part of any company’s marketing efforts. In fact, companies that prioritize blogging are 13x more likely to see a return on their investment! But when your company is nurturing a blog, what is the goal? If it’s merely to increase traffic then you will be highly disappointed with your conversion rates. Forrester Research finds that 97-98% of visitors leave without ever taking action or leaving behind any contact information. Focusing on increasing traffic as well as increasing leads will yield much more desirable results. With this in mind, let’s explore some lead generation strategies you can pursue to help you turn your blog visitors into customers!

A DEFINED CALL-TO-ACTION (CTA)

One crucial element every blog should contain is a call-to-action. If your visitors are already on your page, you have their attention. Make the most of it! Invite them to engage with your brand by offering them something. Encouraging them to click, download or sign up is a great way to do this. Creating a comments section in hopes that your visitors leave a comment isn’t nearly enough. Make sure your CTA offers your visitors value and is visually appealing. It’s also helpful to create a sense of urgency around your CTA so they will “get it while the getting is good.” There are a lot of ways to incorporate calls-to-action within your post. Some ideas include: a hello bar, an in-text CTA, a static or scrolling sidebar, a slide-in or popup or an exit intent overlay.

EXCLUSIVITY CONVERTS

Here’s another great strategy: Consider offering your blog readers exclusive content. Clearly, if they’re on your blog they’re already at least somewhat interested in what you have to offer. Go a step further by offering more in-depth, “exclusive” content such as a workshop or a webinar in exchange for basic contact information. Keep your offer relevant and appealing and don’t turn visitors off by asking for extensive personal information. Keep the goal of conversion in mind and make it easy for your visitors to say yes.

Oftentimes, visitors land on your blog in search of specific information and they don’t want to take the time to read through your posts in their entirety. Thrill your visitors and generate leads by offering blog post summaries in exchange for names and email addresses.

COMMENTS ANYONE?

Although we already mentioned that depending solely on your blog’s comments section for lead generation is shortsighted, the comments section is ripe with opportunity when your visitors engage with it! Capture visitors here by replying to their questions and comments with thoughtful and insightful comments of your own, making sure to include a call-to-action that links to a landing page where your visitors can download even more helpful material on the given topic.

IF YOU’RE NOT RETARGETING, YOU’RE LIKELY NOT CONVERTING

In spite of all your best efforts, many visitors will read your blog and leave your page without a trace. This is where retargeting comes in. Retargeting gives you a second chance at converting these visitors. Neil Patel describes it this way, “Essentially, a tiny string of code called a pixel is placed on your website. This pixel drops a tracking cookie on the browser of every visitor to your blog. It then follows them around the internet.” Then, when your visitor navigates away from your website and moves on to another one, an ad for your product or service will appear in the sidebar or in their social media feed, redirecting them back to your blog or landing page and giving you a second opportunity to convert them into a satisfied customer.

Your company’s blog is an important content marketing tool and when traffic generation and lead generation meet, well, that’s when the magic happens. If you would like help converting your readers into customers, Wild Fig is here

NEED MORE SALES? DON’T IGNORE YOUR CURRENT EMAIL LIST

NEED MORE SALES? DON’T IGNORE YOUR CURRENT EMAIL LIST 900 600 WildFigAdmin

Keys . . . keys . . . keys . . . where are my keys?!

Don’t you always seem to lose your keys when you’re in a rush out the door? They always disappear when you have somewhere to be. If you’re like us, you search around the couch, under the dog, and in the fridge before realizing:

Oh, DUH. They’re in my hand!

Often, what we’re looking for is right under our noses. The same is true of sales. Often, we’re so busy chasing the latest new lead that we forget the easiest, surest place to find our latest sale is right there, in our email contact list. We’ve already got the leads. All we need to do is convert them.

YOUR EMAIL LIST IS ALREADY PRE-QUALIFIED . . . GO ENGAGE THEM

The huge advantage of leveraging your email list for sales is that they’re already pre-qualified. Some have done business with you in the past, others are current customers, and many are people who’ve expressed interest in your product or service. All you need to do is engage them.

Email marketing gives you the opportunity to tailor your message to specific leads. The more personal and relevant you make your emails, the more likely you are to convert a lead into a sale. If you’re offering 20 percent of a service, how you craft the message to encourage past and current customers to return should be different from how you write one for people who’ve never bought from you before.

CREATE STRONG CTAS

CTA is marketing lingo for call-to-action. In an effective email, they’re big, they’re bold, and they’re buttons. It pays to make your CTAs personal, too. Don’t settle for “Learn More” or “Shop.” Instead, tie your CTA to the content in your email. Selling a package of life coaching sessions? Don’t ask your contacts to “Get Started.” Ask them to “Be Brave & Take the First Step.”

DRIP. DRIP. DRIP.

Email marketers LOVE drippy faucets. Automated email campaigns are great tools for keeping engagement high. The best campaigns are well-planned, understand their audience, and have simple messages and strong CTAs.

We’ve seen lead magnet drip campaigns work well for developing new relationships. A lead magnet is a freebie you give away in exchange for a lead’s contact information. Over the course of three or four emails, you build the relationship with the lead until you finally ask them to take the next step (whether that’s scheduling a consultation, making an appointment, or purchasing a product).

Drip campaigns work well for reengaging past customers, too. And if you run an online store, automated drip email campaigns to people who’ve abandoned carts can be big sales boosters.

If you’re scrambling after new sales, the solution may be right under your nose. Leverage the pre-qualified leads sitting right in your contact list—they’re waiting to hear from you! Time to get figgy with it? Let’s talk.

At Wild Fig Marketing, we’re committed to helping businesses grow. For the next few months we’ll be highlighting each step in the customer journey – attractconvert, delivernurture and refer.

This post is focused on the conversion stage and different ways and strategies for converting those leads! Click below for recent articles on how you can convert leads through  your website, landing pages, email marketing, blogging and more! Learn More >>

THE PSYCHOLOGY OF CONVERSION

THE PSYCHOLOGY OF CONVERSION 900 600 WildFigAdmin

Attracting prospects without converting them into customers is like one hand clapping.

When you’re building your marketing strategy, make sure you strategize for both elements: bringing new people or businesses into your sphere of influence AND persuading them to actually buy what you’ve attracted them with.

There are hundreds of strategies for both of those steps. Today, we’ll focus on just a few strong strategies, based on psychological observations, to close the deal.

STORIESStories engage people emotionally. Master story teller Maya Angelou said, “at the end of the day, people won’t remember what you said or did, they will remember how you made them feel.”

Those feelings are enduring and meaningful. Did you know…
Emotionally connected customers can be 50% more valuable than other customers (Harvard Business Review).
Customers who are emotionally connected to a company are less price sensitive (Customer Thermometer).

Read more about the power of storytelling in our recent blog post Want to Stand Out? Tell Your Story!

TRIGGER PAIN AVOIDANCE AND PLEASURE PURSUIT

These two forces–the avoidance of pain and the pursuit of pleasure–are hard-wired into us, and into all sentient creatures. These urges are so reliable that evolution depends on them.

Lead prospects to conversion by emphasizing the pain you’ll help them avoid, and the pleasure your product will confer on them. Tell them a story of how they can move from pain to pleasure with your help–make it clear that once they pull the trigger to accept your help, they’ll enjoy the pleasure of more business, fewer headaches, greater organization, lower cost, etc. Set them up for this journey by reminding them of the pain they’ll suffer until then–the scarce customers, the disarray, the long delays. Paint a clear picture, tell an evocative story, and they’ll walk the path you lay out for them.

TEMPT WITH NOVELTY AND SCARCITY

Novelty is attractive. According to a 2006 UCLA study,

A region in the midbrain (substantia nigra/ventral tegmental), which is responsible for regulating our motivation and reward-processing, responds better to novelty than to the familiar. This system also regulates levels of dopamine, a neurotransmitter in the brain.

Dopamine is a feel-good neurotransmitter.

Marketing has revolved around novelty for generations. New car models are released every year; fashion shifts from season to season and year to year; phones and sneakers draw lines of eager followers willing to sacrifice hours (or days!) to get their hands on something new.

The flip side of that is scarcity.

How many of us have succumbed to the “limited time offer” trigger? When you realize there’s a narrow window to buy that product, sign up for that class, or buy that airline ticket, you’re much more motivated to act. Groupon might be the master of this tactic, with a countdown clock whirring under each offer, instilling a sense of urgency. That sense of scarcity was key to the excitement which surrounded EBay for years: When the auction closes, you’ve lost your chance–forever!!!–of obtaining some bright, shiny, limited-edition object.

PSYCHOLOGICALLY BASED SALES TACTICS

There’s a huge volume of resources out there on harnessing hard-wired, predictable psychological tendencies to convert customers and close sales–These are just a few of our favorites.

Next time you’re moved to buy, take a moment to examine your motives. We predict you can probably identify a psychologically based motive.

Ready to make the most of your marketing and start converting? Wild Fig Marketing can help. Contact us today to get figgy with it.

At Wild Fig Marketing, we’re committed to helping businesses grow. For the next few months we’ll be highlighting each step in the customer journey – attractconvert, delivernurture and refer.

This post is focused on the conversion stage and different ways and strategies for converting those leads! Click below for recent articles on how you can convert leads through  your website, landing pages, email marketing, blogging and more! Learn More >>