Step 3: Convert Traffic into Leads

By Tom Blake

Today, we’re going take a look at how to your present your offer and where it lives.

This is where your website, funnels, landing pages, chatbots and email marketing comes into play. These are the tools you use to present your offer in more detailed, step by step way, and essentially take a complete stranger who’s just clicked on an ad to anxiously looking for the ‘buy now’ button.

You’ll usually use a combination of these tools but when you’re getting started, keep it simple. Start with your website, landing pages and funnels, and build from there.

Chatbots & email marketing comes into play when you’ve already proven your offer, ads and funnels work. They’re enhancers and help generate even more profits by improving your conversion rates and nurturing people who weren’t ready to buy the moment they hit your landing page, website or funnel.

Long term, this is where the jam is but again, I want to emphasise that when you’re getting started, you only need a simple system to begin with. It’s too easy to get lost in the marketing world, looking at every shiny new tool and wondering how it will benefit your own business.

The promise of ‘easy to use’, ‘increase conversion rates’ or ‘this is a game changer!’ is enticing but the reality is, most of these tools don’t work. And if they do, it’s because you’ve already got a solid system set up to begin with.

Now, how you should go about setting up this system is unfortunately more complicated. Not in sense that it’s difficult to implement. In the sense that it’s difficult to give blanket advice because every business is different, every offer is different, and the way your customer-base buys is different.

The channel you choose to generate traffic from will also influence how you present your offer. We covered this in step 2 – different traffic channels target people at different stages in the buyer’s journey so the way you hook their attention and present your offer needs to accommodate that.

So you’ll need to do some thinking on the best to present yours. To help get you started, here are some examples of funnels that work for Facebook & Google.

Google

Remember, traffic from Google are in hunt-mode. They know they have a problem and they’re looking for the solution so all you need to do is present your solution with a strong offer. Here are some funnels that work well with Google:

Google ad > Landing Page With Lead Form > Thank You Page > Phone Call

Google Ad > Landing Page with Quiz > Results Page with Lead Form > Thank You Page > Phone Call

SEO > Website that’s been optimised for conversions with a great offer > Contact Form or Phone Call

Facebook

Facebook, on the other hand, is in info-seeking mode. ‘What are my friends up to?’ ‘What’s the latest in that Facebook group I’m apart of?’ ‘I wonder if any new interesting ads will appear today?’ – We can dream, but who knows! Here are some examples of funnels that work well on Facebook:

Facebook Ad > Advertorial > Landing Page with Lead Form > Thank You Page > Phone Call

Facebook Ad > Landing Page with Quiz > Results Page with Lead Form > Thank You Page > Phone Call

Generally, there’s an extra step required for Facebook because you need to hook peoples attention first with something interesting, as opposed to your offer.

Any questions, fire away!

Chatbots & email marketing come to play when you’ve already proven your offer, ads and funnels work. They’ll make them even more profitable by improving conversion rates and helping nurture people who weren’t ready to buy the moment they hit your funnel.

Long term, this is where the jam is but when you’re getting started, implementing a simple funnel to start and going from there is much more realistic.

The rest of the steps in the series:

As always, if you have any questions, please leave them in the comments section below or feel free to send us a message here

About the Author:

Tom Blake
Tom Blake is the founder and managing director of Digital Roo. He’s passionate about digital marketing and lead generation. Originally from Melbourne, Australia, he now lives in UK’s sunny capital, Brighton.

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