How to turn browsers into buyers

Show Notes

How to turn browsers into buyers

EP82 – Transcript

[00:00:00] Fact, 98% of your website visitors are not ready to buy right now. So what do you do with this audience? How do you turn this audience into buyers? If you’re looking for the answer to this question, you’re in the right spot because in this episode, we’re sharing our proven strategy on how to turn your audience into buyers.

[00:00:24] Welcome to the Liquis Digital Marketing Podcast, where each week we’ll be breaking down complex marketing topics into bite size steps you can take now to grow a profitable. For your business, we’ll discuss organic reach, offer optimization, paid advertising, email marketing, content creation, promotion techniques, and so much more.

[00:00:44] I’m your host, Brad Ball, founder of Liquis Digital, a marketing agency that has helped hundreds of clients of every shape and size reach their business goals since 2008. Thanks for joining us today, and be sure to subscribe because you won’t want to miss a beat. Now, let’s grow.

[00:01:02] Hello, and welcome back to another episode of The Liquis Digital Marketing Podcast. Today we are talking about turning your audience into buyers. All right. How you are going to do this is with marketing automation, and that is really the main thing we are gonna be talking about today. So marketing automation is basically where you set a sequence of events based off of someone’s actions.

[00:01:27] And this is the strategy right here. If someone were to download something, Then your marketing automation would capture their information, send it to them a day later, send them something else, a day later, send them something else. And this is all automated, right? And it’s continuing to do the things you want to be done automatically without you having to manually do it.

[00:01:50] And the benefit of having this marketing automation is it’s going to create, Control of consistency and you can control the messaging and it’s not different every time. And you can test of what’s working and what’s not working and you have this control over it, right? So it’s marketing automation that you, you can control and you know, get results from it.

[00:02:10] The same results. It’s actually a really great tool. We have been using it in our business for years and it’s really one of the things we implement in all of our. Businesses, and it really helps leverage taking your business to the next level. So let’s first start off with the whole strategy. The strategy is the use of lead magnets or gated content.

[00:02:29] So basically what this is, is you have a lead magnet, which is a PDF or a checklist or access to something of value. So a lot of times they are a guide or a how-tos or a quick win, right? A lead magnet should. Something that’s really easy for someone to like, understand what it is and to, you know, consume and to get a quick win from.

[00:02:53] We like checklist. So one of our top ones is a website makeover checklist, which actually, if you’re interested in that, we have a link to it in our, uh, description here. You can download it and see what we’re, what we’re talking about. So basically what happens is you have on your website this. That talks about the benefits of this lead magnet along with a form, and then they fill out the form.

[00:03:12] The form basically consists of their first name and their email address. Once they hit submit on this form, then basically the marking automation takes over. It takes their email address and then sends them the download. Once they get the download, then they have what the transactions made, right? They have what they wanted.

[00:03:31] Now what you can do is send them a follow up email. You know, maybe your story or how you have helped others, or an introduction. So the whole goal of this is to build that trust and to get to know one another, right? So that is what this is, and it’s really email marketing, but it’s through marketing automation.

[00:03:50] So that is the lead magnet, and we’ll go into more in depth on lead magnets and how to create the perfect lead magnet. One quick tip with your lead magnet is it should go with your main offer. So we’ll get to some of those tips here in a minute. Let’s talk about the lead nurturing when it comes to lead nurturing.

[00:04:09] What we’re talking about is basically you want people to know, like, and trust you, right? So when they first come to download this thing, they don’t know anything about you. So, We’re gonna do this through a series of emails. Now, the big thing is we don’t wanna be spammy, right? What we don’t wanna do is just start selling and start talking about us and us, and what we wanna do is provide value.

[00:04:30] Think about it through the lens of your, your customer, like the person that downloaded it. What do they wanna know? What do they wanna see? What do they need to believe in order for them to feel that your solutions or your product or services are the solutions to their problems? Right? One of the things they need to know is, Who you are and what you do and why you do it, and some of the benefits and what makes you different and you know, to get to know, like, and trust you.

[00:04:56] So this is what you’re going to be doing in your series of emails. I typically like to do at least three emails. The first one being sending them the. Item they downloaded. The second one being usually like a story, like a little bit extension of who you are, an introduction that ties to them. And then the third one, this is the best one, is a surprise value add.

[00:05:18] Something they weren’t expecting. So give them more value, give ’em another freebie, give ’em another thing that they’re like, oh wow, you know, this guy’s just giving me more information. So that’s the lead nurturing, right? And then at the end of it all, you’re asking them, Sign up, you know, and basically it’s not even really an ask, it’s an invitation.

[00:05:36] Like, so just you’re inviting them to schedule a download cuz now it makes sense. Okay. So how, what are some of these tools that you can use to make this happen? So the one we use used to be called Autopilot. They recently changed their name to or Toro. It’s great automation. It’s super easy to use. It has a lot of AI built into it.

[00:05:54] It connects with a lot of the platforms. One of the benefits I really like about it is the way it captures a person’s information. So a lot of times with these, these systems, you have to create forms, and these forms then have to be embedded onto your website and you have to use their forms. With O Toro, you can just have your form and connect it and it.

[00:06:13] Just sees all the fields on your form and takes that information. Some other popular ones are active Campaign, um, convert, kit Clavio, keep HubSpot. So there’s, there’s a bazillion out there. Uh, those are just some top ones that I would recommend checking out. They all pretty much have some level of pay.

[00:06:29] Sometimes there’s some free stuff in there. So, yeah, so those are the tools to want to use. And here’s some just quick tips on making this work better for you. Like I said earlier, you really wanna think through your customer’s journey. What would you want to hear if you were them? Right? So don’t think about the sale.

[00:06:44] Think about what do they need to hear to know, like, and trust you. You know what really is important to them. Besides the sale, your lead magnet should go with your main offer. So if you are, let’s say a social media coach or a branding coach, you probably don’t want a lead magnet on how to do your taxes.

[00:07:06] Five things to watch out for in your business taxes, right? Like it is totally off base. Now, maybe your audience is interested in that, but that doesn’t tie into what you offer your main offer. So for us, a great example is we have a website checklist. While we do web design, we have this website checklist, and then it goes into more of a website makeover, which is a whole freebie course thing that it’s all 100% they get.

[00:07:28] And then it moves into like, Hey, you know, we can help you with your. So that’s an example. So your nurture sequence also should not be spam. You should not be spamming them. The whole goal is for the person to know, like, and trust you. And always don’t forget that the first email should be the free download and that’s it.

[00:07:45] Just the free download. A lot of times people forget that part. And the call to action on your form should be something like, where should we send your free download? So it’s more of a, instead of a, Hey, gimme your email address and I’ll give you this. It’s more of a, Hey, where can we send this to you? We need this information so we know how to send it to you.

[00:08:01] That’s kind of a better call to action. All right, so there you go. Implementing this system into your website is going to start turning this audience. People into buyers. Look, I wanna invite you to our free Facebook group. It’s called Motivated Business Owners, and it’s full of like-minded business owners.

[00:08:19] And basically we take these topics and we dive deeper into it. We’re there to help and support you, and it’s really a place for us to connect one-on-one. Outside of this podcast, so go check it out. I’d love to see you there and we’ll see you in the next episode. Thanks for listening in today. I hope you enjoyed the show.

[00:08:35] And hey, if you did, please take a second to leave a review and share this episode with someone who you think might also benefit from it. I appreciate you so much, and as always, we’re here to help. If you have any questions about this episode or want to talk strategy with us about, Project, just shoot us an email to info Liquis Digital dot com and we’ll catch you in the next episode.