I received a couple emails from people looking for marketing advice.
They were wondering if I can help them figure out similar things:
- Are Facebook Ads worth it?
- How do I get more conversions on their website for their service.
- How to get people who visit the website to convert and buy their book.
In my opinion, and of course, it may differ from other specialists, any marketing tactics for conversions of any type, and whether Facebook ads are worth doing, all rely on the same answer.
What do your foundations look like?
I realize people are tired of hearing this some days, but frankly, without a good foundation none of these are going to work well when you want to get conversions from visitors on your website to leads, or sales or even Facebook Ads.
When I looked at the foundations on these websites, I found the following:
- Copy that is all about the business, not the customer.
- Info on the services page that breaks down what is in the service versus what the service will do for a customer.
- A Blog with one post from 2012 and a blog with one post that said: “Welcome to my blog“.
- Not having a lead magnet so people can get a “taste” of who you are.
- Having a lead magnet but the only way to get it is via popup boxes. There was no landing (or lead generation) page for this.
My advice to these folks was the same …
Do not try doing any marketing to get conversions, sales or any Facebook ads until you have fixed these issues. It will be a waste of time. Here is why:
When people come to your website they are looking for solutions. Telling them all about you and what you do in the service is not a solution. You have to lead with “What’s In It For Me”. The “Me” being your visitors, not you! How will they feel, what will life be like after you help them. Lead with that and then fill in the other details.
Having a Lead Magnet and Email list is a must. People want to try before they buy. Offer them something to get them started. This is your lead magnet.
Now, the next step is to get people to sign up for that lead magnet. To convert them from being a website visitor to a lead. You cannot get conversions when the only way to promote your lead magnet is your home page and hoping the popup works.
You MUST have a lead generation page in order to promote a lead magnet. You market with the URL to that lead generation page (ie. www.PepperItMarketing.com/top-7) where the only action, for people who were interested in that marketing copy enough to click the link, is to sign up. That is how you build leads. The popup will help too, but a lead generation page will ensure you get more signups.
Facebook ads, in my opinion, can work and not – honestly sometimes I feel like the time of day can make these succeed or not. They can be frustrating. There are tons of good stories, trainings and classes on Facebook Ads. I have been using them for years… and here is how they work best for me.
You set up Facebook Ads to get new likes, then you have content on your Facebook Page that shares good tips, advice and links to your lead magnet. Something free that will help them. From here they sign up to the lead magnet and get on your email marketing list. A lead! Then you sell to them primarily through your list – via emails. But guess what, in order for them to sign up for these, you have to have the pages and website setup properly… your foundations.
All of this relies on your foundations.
You have to have them working and setup well to support your marketing, otherwise …. as I said before, it could be a big waste of time.
Are you struggling to get find your way with marketing your business? If you want ways to get more marketing help and guidance by joining the Pepper It Marketing Mastery Inner Circle! This is a very economical way to get live sessions with me every month and a way to ask questions at any time.
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