The World of Advertising Has Changed
Converting leads into sales requires more effort than a cold call nowadays. Your customers have changed and unless you change with them, your business will fade away. People have access to thousands of choices, which makes it hard for a small business to stand out.
How exactly do you stand out? The answer is simple: content. Attractive, engaging, capturing, and nurturing content!
At Spire we’ve developed a six-step process to help small businesses turn invisible web traffic into paying customers. It works with both products and services. It works with small impulse buys and big ticket items too. By aligning your content with this process in mind, multiplying your sales just from your website will be a piece of cake.
I’ll show how our six-step process could help a small business turn a complete stranger into a $30,000 paying customer.
See the Success Blueprint in Action
So, let’s imagine you’re an entrepreneur and own your own hair salon in a local area.
We’ll start at the center of the Success Blueprint: Customer Needs.
The people who buy your professional hairstyling services are often motivated by four needs:
> They need salon services
> They need a salon that offers flexible appointment times to fit their schedule
> They want a place that they can bring their families to
> They want a comfortable place to relax
It’s time to Attract Traffic.
So you setup a series of highly-targeted online ads.
Your ads target people who are visiting popular websites about where to find a salon, current hair style trends, hair “how to”s, videos, and more. Your ads run on nationally-recognized sites, but only display to people who live within 25 miles of your salon.
It hits all those customer needs, so people with those needs click the ad and are redirected to your website. Once they come to you website, hook them into your small business with your engaging content! This could be written, video, or photography.
To keep the visitor from quickly leaving, you start to Engage Visitors.
Your page has a short, illustrated article that shows how they can style their hair according to their hair length. It’s not a sales pitch, it’s about things they can do on their own like “Which Style Tools to Use With Your Hair Length” or “How to Rock Your Bangs While Growing Them Out.”
Some of the visitors who read the article will be curious about pricing and options. So it’s time to Capture Leads.
You offer a “Style Guide for the Busy Person” which includes pricing they can expect to pay for different cuts, coloring, and tools for their hair. The visitor enters a name and email address and your website instantly delivers the Buyer’s Guide to the prospect.
Now it’s time to Nurture Prospects, in two ways:
1. For those who leave before they request the buyer’s guide, you use another style of online ad, called “Re-marketing” to continue to show branded salon ads to these visitors over the next month while they browse the web, in hopes you can get them back for the buyer’s guide too.
2. If they DID request the buyer’s guide, they instantly get an email, delivered automatically, with a link to the buyers guide. This is where you start to highlight unique factors that make your hair salon the BEST CHOICE.
While you nurture, you’re earning their trust by focusing on their needs, while continuing to gently suggest taking the next step. A visit to your salon!
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