How To Turn “Just Looking” Prospects Into Sales In 2 Simple Steps - Spire Advertising & Web Design

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How To Turn “Just Looking” Prospects Into Sales In 2 Simple Steps

Let’s talk about getting you more sales without spending any more than you already do on your current marketing efforts.

After researching hundreds of small businesses in Ohio, there is a common mistake most are making that is a major hindrance to growth.

There’s a good chance what I’m about to show you will drastically improve your results - with just two simple steps.

But before I get into the details, I want to illustrate a point with a quick story you can probably relate to.

Check out this guy in the picture below. We’ll call him Fred.

 

 Fred loves photography. He’s drooling over some really nice camera lenses he knows will improve his photography. At this point, he’s just checking things out and he’s not ready to drop a load of cash right now.

I can relate to Fred. Oftentimes, when I’m out shopping with my wife I’ll make it a point to stop by a store with camera gear. I’ll go in and check out the latest camera bodies and lenses and dream of what my pictures could be with an upgraded system. Even if I have already done plenty of research about the products online, it’s still nice to go in and see the products first-hand.

It’s a lot of fun! But, there’s no way I’m actually going to buy that day, because it would be quite a long ride home in a car with an upset wife. I know I’ll end up buying new equipment SOMEDAY - just not today.
You know this situation all too well. It is exactly the same mindset of most of your prospects - whether they’re looking at you online or physically in your store. They’re checking things out, knowing full well they’re planning on buying someday. But more likely than not, they’re not going to buy TODAY.

So let’s show you how you can turn your “someday” buyers into sales.

Your website likely has people passing through already.

Most of these visitors are completely invisible to you - no name, no face - nothing more than a “session” in your analytics platform. We need to turn those invisible visitors into someone likely to buy from you. Not that they’ll buy from you right away - it usually takes 3+ interactions (some would even say 7+) before someone is ready to think about a purchase. But you need to turn them into a lead you can follow up with and build trust with over time.

What you need to do is take a look at the Call To Action (CTA) on your website, and fix it with the following two steps.

How To Fix Your CTA with these 2 steps:

  1. Make sure you have a Direct CTA for people ready to buy. A direct CTA could be a purchase function, quote request, or some other purchase intent option. Essentially, it’s the thing that helps you get paid.

    A direct CTA should be prevalent on all “product” pages, but you’d be surprised at how many people we see miss this step. You’re great at telling people about your product/service, but you should have an obvious next step for the folks who are ready to buy after they learn about what you offer.

    You can also place a direct CTA in the header area on your website. This is often a “request a quote” or “get started” button, a shopping cart link, or a phone number with clear instructions (“call for a quote:”, “purchase hotline:”, etc).

  2. Add a Lead Magnet CTA for the 97% of people who are NOT buying today. Think of this as a bridge between a faceless visitor and a buying customer. Your need to give the visitor a few smaller action steps they can take without actually purchasing anything. The goal here is to turn that visitor into a recognizable LEAD so you can follow up, build trust, and hopefully eventually earn a sale.

    This could be a whole topic on its own, so I’ll just give you a few pointers to get you started.


A Lead Magnet CTA should be:

    • SPECIFIC to an individual pain point your customer is feeling
    • PROVIDING VALUE so your prospect feels they need to have it
    • INCREASING TRUST instincts with your prospect
    • EASY to understand and consume
    • SIMPLE to acquire with a name and email address


Lead Magnet CTAs often come in the form of:

    • Guides to fix specific problems
    • Worksheet Templates to make a job easier
    • Catalog Requests
    • Checklists used to increase productivity or start in the right direction
    • Coupons or Vouchers

      … just to name a few.

 You can put your Lead Magnet CTA as next steps in helpful articles - as long as it fits with the content of the article.

For example, several years ago I wrote a post to help people understand how to write content for SEO purposes:

  

Included in the post is a link to an SEO cheat sheet designed to help businesses implement SEO and rank better in search engines on their own:

This single article and lead-builder combination contributes to countless online leads. It’s super helpful for those who want to do a better job of ranking in search engines (Google), so people eat it up!

By adding in these two Calls to Action, you’ll be way ahead of many of your competitors in the area who are currently struggling to get more business. Instead of being frustrated that people aren’t buying from your website, you’ll have a planned mechanism in place to get the leads you need to keep your business thriving.

In fact, you should be able to land more sales from the traffic that’s already visiting your website, simply because you can follow up with way more leads than before.

 

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