Do you want to generate more quality leads and close more sales?
First you have to understand where your comfort zone is and how to push past it.
In the beginning of a connection campaign most business owners need to spend $20 to get $10. Or $5,000 to get $2,000.
This can be vexing.
Now once the campaign gets rolling, you measure, improve and reap the benefits.
The problem is many small business owners get frustrated by their lack of results. They give up and try something else to see if that works. They end up jumping from connection campaign to campaign until they practically give up and do what they’ve always done. The same old things.
Does this sound anything like you?
We get so caught up in repeating past success we stop stepping outside our comfort zone and taking action on new ways of connecting. It’s important to repeat what works, but also sprinkle in new ways to improve on your connection process as you grow your business.
Developing Your Systems
I’m a big fan of systems. I try to get all my clients to create systems that fit their company’s personality.
Not everyone is meant to leverage certain media like YouTube or Facebook. You’ve got to communicate from your strengths. They key is to do outreach that gets you results, understand what parts worked, improving on them and repeating it again and again until it dries up.
In the beginning of any campaign you are learning what is working and what isn’t. Maybe you are targeting the wrong group or you haven’t figured out how to capture people’s attention. Which is the most important part of any landing page.
This can be frustrating.
The thing is if you can stick with it, refine the system you can turn $10,000 into $20,000 and eventually $15,000 into $50,000, creating a domino connection effect.
There are almost an infinite amount of ways to get people to check out your landing page so you have a chance to create a relationship. It’s figuring out which ones will give you the best ROI (Return on Investment).
Close the Pain Gap
There are many reason people hand over money for a product or service, but the most important reasons are due to pain. People buy $200 shoes because they feel they need to reduce the pain of being ignored.
They don’t buy $200 shoes just for comfort. They want people to notice them.
It’s this basic human need of wanting to be noticed that makes people buy things they might only wear once.
Pain drives purchases.
I can prove this by asking you what is the last purchase you made.
Let’s look at some common purchases:
- Buy a Sandwich (avoiding the pain of hunger)
- Buy a iPhone case (avoiding the pain of breaking your phone)
- Buy a Sweater (avoiding the pain of being cold, uncomfortable and unfashionable.)
Every purchase is motivated by pain. We are programmed to avoid pain, so creating a campaign around the pain that you solve makes complete sense.
You must create a landing page that solves someone’s pain. Once you do this then you can drive traffic to it that will convert well for you.
Creating a Solid Offer
Your offer is the most important part of your landing page.
Why should they give you their information (name, email, phone number, etc.)?
Your offer needs to be more compelling than what they give up. Start with the result that they are looking for then the benefit behind the result.
Improve your landing page’s conversion rate (result) and generate twice as many sales next month (benefit).
Once you understand the results that your people are looking for the offer comes much easier.
Context is very important. If you don\’t talk to them at the right time and on their terms you will lose out. It\’s why Google ads work relatively well. They are searching to solve and pain, your ad pops up telling them that you can solve their pain, they click through and now you have a connection.
You want to build a connection, earn their trust and when you ask for their information with an offer that they just can’t resist. Let’s look at the best ways to drive traffic to a landing page, so you can convert as many people as possible into customers.
Create a Contest
Creating a contest that other people can get involved in is a great way to reach new audiences. The most important part of creating a contest is to have a theme and structure so people are excited and understand the rules.
Have you ever created a contest for your site? What worked well for you?
1. Simple Contest
Create a simple contest with a simple prize. Create a landing page for people to land on and read your offer. For example if you sign-up for my email list you could win (insert prize here). You promote it to your followers and hope for the best.
This is usually the best way to start a contest. By making it easy to execute you’ll actually do it.
I suggest to most of my clients that they start simple otherwise they’ll become overwhelmed. They can learn from their first one and build a more elaborate and more successful contest the next time around.
2. Facebook Contest
Creating a Facebook contest is a common way to engage people to join your email list. You can create a landing page on Facebook, have them sign-up for your email list to be entered in for their prize.
The more enticing the prize the more engagement you’ll get on your landing page.
3. Blog Treasure Hunt
Ask 10 questions that people have to find on your blog, email responder, social media accounts. The person to get all 10 questions right can win a prize.
Send them to a landing page to submit their answers. You can send them to another landing page to collect their contact information or when they submit their entry you can automatically sign them up for your list as long as you make this clear that this is part of the contest.
Online Advertising (AKA Banners, CPC, etc.)
I’ve talked about the biggest mistakes people make with their Google Ads here. They make these mistakes because they don’t keep things simple.
The key to driving traffic to your landing page with ads is to start slow and see what works well for you and what doesn’t. As you gain experience you’ll see patterns that you will want to repeat.
I’ve had the least success with banner ads, but I think it’s because I haven’t had as much experience with them.
Have you had any success with banner ads? I\’m curious to what worked well for you.
4. Google Adwords
I’ve had the best success with increasing sales with Google ads. They are one of the most expensive programs, but also the easiest to measure and track.
When starting your Google campaign the key is measuring what is working and what isn’t. Look at your CTR for each ad as well as your keywords. The more you can test the better.
5. Social Ads
I’ve had the best success with increasing community engagement with Facebook Ads.
I would suggest using Facebook to grow your Facebook page’s awareness first. Facebook is inclined to keep these rates low because it means that you are staying on Facebook’s website instead of clicking away.
Once you are increasing your Facebook likes you need to be improving your engagement on your Facebook page. The more post likes, comments and interaction the more likely you’ll see traffic from Facebook going to your site.
When you have a substantial size audience 2,000+ likes then you can begin targeting just these people in Facebook. This is when you can create ads trying to get them sign-up for your email list or buy your products. I would suggest starting with deepening the relationship by building your email list, but both are worth a try. Just see which gives you the better ROI.
You can also use:
There are many others as well. These are the top sites you will want to start with. Remember pick one, master it then move on to another.
6. Banners Ads
Banner ads have the lowest and highest success rate because they are harder to measure. A good banner ad can give you brand awareness, which a PPC campaign does not.
The most important part of driving traffic to a landing page with banner ads is to have a deep understanding of the site’s audience. The more you know about their audience the easier you can figure out your potential ROI.
7. CPM Mail
Paying people who have big email lists to tell people about your offer is a very effective way to target people who you are trying to reach. They have an audience who listens to their advice and you want their attention.
CPM stand for Cost Per Mille, which is cost per thousand.
It works well because the trust factor is higher than other paid advertising.
You’ll want to check out what their click through rate is on their email list, open rate and demographic of their list. The more you can find out about their list the better chance of finding our your potential ROI (Return on Investment).
Create Engaging Content
Your business is dependent on the value that you put out in the world. We are moving into a new phase of customer connection.
We no longer can sell people through ads alone. We need to show the value that we can provide to earn customer’s trust. There are a variety of ways to do this, but the best ways that I’ve seen generate sales are as follows.
The key to creating compelling content that teaches as well as entertains is focus. You have to create focused content that builds your authority and encourages people to deepen the connection.
What content do you prefer to create and why?
8. Video Series
A good video series can generate a lot of traffic to your landing page. The thing is the focus in the video depends on the conversion of the traffic that visits after watching your video.
Video is one of my weak spots when it comes to content creation. I’m remedying this by creating more videos. I’m doing more landing page reviews, interviews, webinars, etc over at my YouTube channel.
I’ve noticed that the videos that do the best come from showing a lot of enthusiasm for my subject. You also need a strong call to action at the end
9. Notice Box
Blog posts like this one can bring in a lot of traffic, if you do a good job of promoting them. Once they are on your page you can use a notice box to drive traffic to your landing page. It\’s also important to understand how your SEO can continue to drive traffic through your blog posts to your landing pages. Glen of Viperchill has a wonderful article explaining the latest Penguin updates from Google.
I’m running a contest to have more people take my 7 Part Customer Conversion Email Course and receive prizes. You can learn more here:
10. Ebooks (AKA manifestos)
Creating a digital document is a great way to teach and build your authority. When you are trying to capture people information on your landing page you need to give them a reason to give you their time and attention.
Chris Guillebeau is a master of creating inspiring ebooks for his audience. Check out his Brief Guide to World Domination.
An ebook in exchange for their information helps increase the conversion rate and makes it more likely that they will turn into a buyer.
Creating a digital ecourse can help you improve your landing page conversion rate. You can earn their trust before you send them to your landing page.
Ecourses come in many forms. You can create video courses, written, audio. The idea is to deliver a portion of the course every few days that is filled with a lot of value, which allows you to slowly build trust. I deliver 7 emails every 2-3 days to help people improve their conversion rate.
Once you\’ve earned their trust you can then send them to your landing page where you are trying to deepen the relationship or sell them something that can help them improve their lives and business.
As of March 2013 over 31 million people downloading at least one podcast (wonderful resource from Pat Flynn) a month. That’s a lot of people paying attention.
The hardest part is including a call to action at the end of a podcast that will let people know about your landing page and what you are offering. This is a longer term course of action to drive landing page traffic.
We are visual creatures. It’s why movies are more profitable than books. We prefer to watch. We are 70% more likely to remember something through imagery compared to other forms of content.
Infographics are one of the most popular types of ways to get people to share your ideas with each other, which can point them back to your landing page.
This image below created by Copyblogger was shared a lot (As of Dec. 1st 2013):
- Twitter – 5,521+
- Facebook – 33,000+
- LinkedIn – 1,396+
Check out the full 15 Grammer Goofs image here:
Use Your Online Community Connections
Most online business owners will tell you the best way to create a communication between you and your potential customers. Building your email list will allow you to share your ideas with people all over the world. Almost everyone has email, but not everyone uses social media.
Before you can send people to your landing page via email you need to build a list that enjoys reading your emails. The more you warm them up with valuable information the easier it is for the to make the choice to give you their information.
How have you deepened your community connections?
14. Collect emails on your site
The amount of traffic to your landing page through email depends on how many people are on your list and how engaged they are with your content. If they appreciate your content they\’ll be more likely to click through to your landing page when you let them know about your offer.
You need to make collecting emails on your website a high priority. Your website is the best place to collect emails so you can deepen your relationship with your visitors. You can do this by putting sign-up boxes on your site with a great offer that people can’t refuse.
15. Drive traffic from Your Social Networks
Social media can be very powerful way to drive traffic to a landing page. It’s important to not to be too overt about your CTA (Call to Action). You really want other people to share your offer, so you have social proof .
You also must understand how to communicate with people on these different platforms. What is shared on Instagram is not always shared on Pinterest. They have similar content styles, but the people have different personalities. What works well on Vine won\’t work well on YouTube.
Look at what has worked well for other people and try to fit it to your company\’s personality. You have to understand what triggers intrigue on the platform and how to get people to share your landing page with their followers.
Deepen Your Network
You know how important relationships are in business. They are everything. The best way to bring in more leads is to have influences in your network.
In this section you’ll learn the best ways to grow your network so they share your landing page with their friends.
Where do you go to create a deeper connection with people that lasts for years?
16. Attend conferences
One of easiest way to deepen a relationship with people who can help you is to meet them in person. There is something about a handshake, hug or smile can do for your ability to create a connection with someone.
I attended World Domination Summit last summer and it was one of the best events that I\’ve ever attended. The people were high quality and very caring people. It\’s these people that I truly love building relationships with.
It’s this deep connection that can fast forward a relationship into one that can grow your brand very quickly. They are more likely to trust you and send traffic to your landing page if they can see that you are a trustworthy person for themselves.
I would suggest attending at least two events a year. Pick one event that just excites you. Don\’t be strategic, just follow your passion. The other event should be very strategic. Look at where your ideal buyers are going to be and attend ready to meet as many people as possible.
This is a long-term approach. You want to connect with people who you actually enjoy being around. It\’s these friendships that you can lean on when you need traffic to a page that can help their community.
17. Connect with people win your local community
It’s great to go to conferences, but your local community probably has a lot of hidden opportunities.
18. Create an event with other business owners
Growing your business with efficient marketing means doing your research. Look at the business owners in your community who have a strong customer base and also fit your target market. Reach out to them and ask if they would like to create an event that can all help you find new customers.
For example if you a portrait photographer you would want to connect with business owners who have portrait decision makers customers.
I worked with a photographer to help him drive web and foot traffic. We came up with a plan to throw a party with seven other local business owners. We figured out who would have mom’s on their customer lists, knowing that moms were usually the ones that made the decision to take family portraits. We created the event at his studio, collected email addresses and it was a huge success. Every business owner offered a discount off a service or product and it was a big success.
This idea isn\’t a direct traffic generator to your landing page, but it can give you direct access to people in your community. When you add them to your email list you can encourage them to go to your landing pages there.
A little strategy and planning can go a long way to bringing in more customers.
Showing your authority in different places will help show people how knowledgeable and worth their time you are.
How have you build your authority in the online world, so you make it easy for people to share your business?
19. Write Guest Posts
Guest posts are one of the best ways to drive traffic to your landing page. They show your expertise as well build trust with the people who read these posts.
It’s a nice win-win. You get access to their audience and they get to give value to their readers.
The key is to build relationships with people who have an audience that you want to reach.
20. Ask for interviews
You have expertise that people want from you. Ask for interviews from people who could use content that you create. If you design websites you may want to talk about the importance of quality design that signals to people that you are serious about delivering a high value product.
This is also a long-term approach because you are focusing on building a connection before you ask for help.
21. Do More Public Speaking
When you get out and engage with people you are sharing your expertise and making deeper connections. You can do free or paid speaking.
I give four to eight free presentations a year. One to two a quarter to help me reach more people and grow my audience. I like to pass out a flyer that has a specific page that has a great free offer that people don’t want to miss out on.
If public speaking intimidates you then you need to practice a little bit until you feel ready. I suggest checking out your local Toastmasters group to improve your skills, so you\’ll have more fun and create a connection with your audience. Toast masters put out a simple article that gives you a few tips to help you with your public speaking here.
Create An Online Event
When creating an online event it’s important to think about what type of event you want to create. You want to be aware of the type of event that your ideal customer would prefer. Some people interactive events while others like a bit more passive. It depends on your ideal people’s needs.
What type of online event do you like to attend? Have you tried creating a similar event for your business?
22. Create a Webinar
A webinar is great for generating sales and increasing your awareness. The key factor to using a webinar to send traffic to a landing page is to give them an offer they can’t refuse.
An offer of a free white paper, report, ebook, etc. at the end of a valuable webinar can send a lot of people to your landing page and convince them to give you their information.
I\’m putting on a free webinar around generating more leads for your business on January 15th 2014 at 2pm ET. Just sign-up for my Customer Connection Updates and I\’ll send you the sign-up link when everything is set to go.
23. Create a Live Conference
Live experts that people know and trust can be very exciting. If you are trying to grow awareness of your brand and send them to a landing page, you’ll want to start promoting early.
I\’ve had clients use LiveStream to great success. You can create an online event, stream it out to your audience, record it and use it for content later on.
You’ll need to create a compelling landing page that highlights all your speakers, benefit of attending and gets them to share your information with you.
If done well it can create a domino connection effect that can propel your business to the next level.
24. Twitter Party
Creating an online party is a great way to generate excitement and develop a deeper relationship with people who like what you have to say. Twitter is a perfect medium for this because it allows everyone to join in on the conversation.
As the party is going and you are delivering value you need to remind people how you can help them in other ways. This means including tweets to a landing page where they can find out more about you.
25. Conference Call
Creating a conference call is a great way to share your wisdom, deepen your relationship and ask them to action. It’s important to create a landing page that is easy to spell and write down. If you make it too difficult you won’t see the traffic you are hoping to generate.
There are a lot of great services to use. I used Free Conference Pro a lot because it was easy, but I prefer to use a webinar system because it\’s more dynamic and gives more value.
Leverage Social Media
There are thousands of quality social media sites that can help you leverage their audience. The hardest part is creating a story worth sharing and engaging with you. Always remember what is the benefit to the people who are reading, listening and watching.
Building connections on social media is harder than in person, but they can also compliment each other. How do you use social media to compliment your conversations?
26. Reach Out on LinkedIn
One of the best social media platforms for business is LinkedIn. LinkedIn allows you to see who is connected to who in your network. You can also see what their experience is and if you can provide value to them. This is valuable information and a great place to reach out and offer to help them.
As you grow your network on LinkedIn it’s these friends that you can ask for help when you need to send traffic to a landing page. I found that engaging in groups, building my authority up in this micro community and reaching out to people one to one is where you will see the best results.
27. Create a Twitter Chat
A Twitter chat is very much like a Twitter party, but without the prizes. Just a place for people to connect and share ideas.
You set-up a hashtag, create a time and date and promote the heck out of it. Once people are there remind them who you are, why you created the event and how you can help them in the future.
28. Create a Facebook Q&A
There are over a billion people on Facebook. That’s a lot of people who could pay attention to you. Even just .01% is a lot of people.
So creating a live Facebook Q and A and answering all their questions within a thread can help you build trust and authority. This technique isn’t a great way to generate traffic to your landing page, but it does encourage them to like your Facebook business page and that’s when you can start sending them to landing page.
29. Start a Google+ Hangout
Currently Google+ hangouts are the most interactive out of all the social media tools. You can create a video feed, record the conversation and share it with your audience later.
It’s a powerful tool when done right. Not everyone will be able to join in on the conversation. Right now only 10 people can be on video. I heard that they will be opening this up soon. The people who can’t get in on the video feed can still listen in on the audio and leave comments in the thread.
This technique is also not a great way to send traffic to your landing page, but it does a great job of high lighting your skills and deepening the relationship with a new audience.
Ask for Help
I saved the best for last. Referrals will probably make up the majority of your sales as you grow your business, whether it’s over a cup of coffee or a social share. People who tell their friends about your amazing service can be a very powerful tool to leverage.
Asking for help can be difficult especially if you are a talented person that has many superpowers. The thing is you can\’t do it all alone. When you ask for help you are building connections. What help have you asked for when trying to drive traffic to a landing page?
30. Ask for a Meeting
Yes this bypasses your landing page, but that’s the point. Why add them to your email list when you can have a face-to-face discussion about how you can help them.
When someone else sets up a meeting for you to meet a potential client this is a high trust factor connection. They are suggesting that you know exactly what you are doing and how you can help. If they don’t need to look at farther then you have a high chance of sealing the deal.
31. Ask for a link
It makes sense to encourage friends to send people to your landing page. You would be surprised by how a well thought out email to a friend with an audience can encourage them to share your page with their followers.
Asking people to help share your expertise with their friends is one of the most powerful lead tool that you have. You might even want to encourage them to do this
An important step a lot of small business owners miss while they are driving traffic to their landing page is…
You need to test your landing page to understand what is working and what isn’t.
This is critical to getting the best ROI out of your campaign.
When you understand what words and images people respond well to it makes your next campaign that much easier.
I’ve talked about this concept in my blog post the biggest mistakes people make with their landing pages. It’s why I always ask my clients to focus on creating an outline of their landing page before we begin planning out the campaign.
Don’t try to implement all these ideas at once. I suggest creating a 30 Day Connection Challenge to help you focus on just 1 or 2 of these ideas. If you get a positive response you can do it again, slowly tweaking and improving on each one.
A few of these ideas will push you outside your comfort zone, this is where you want to be so you generate the biggest traffic gains to your landing pages.
What have you seen work well? This is just a start. If you know of any techniques that have worked well for you or others please share with us in the comment section below. Thanks!
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