Are they happy? Sad?
Are they anxious or desperate to buy your product? Or are they relaxed and hindering about purchasing? Do you see anyone grudging or throwing stones at you?
What would you say to each of these people to convince them that they need your product and should buy it?
Could you write that down on a single page?
Fact: Not all visitors convert to customers
According to sales strategist Chet Holmes’s theory, only 3 percent of your market is actively looking to buy a product or service similar to yours.
For these 3% the need exists, is clearly defined and they are determined to purchase. The only thing left for them to do is choosing between the available solutions (you and your competitors).
Look at your crowd and imagine these 3% gathered somewhere in a corner, all dressed in pink.
(Disclaimer: I’m really bad at naming colors, although I’m a girl. If you know a better name for the color of the 3% slice on the pie below, please be kind and advise )
But what is the mind frame of the other 97 percent of your market? What is their color?
According to the same theory, the other 97% break down into four categories:
- 7% Not so Desperate Buyers – are receptive to the idea of buying, even if they aren’t determined to or actively looking
- 30% Not Yets – not ready to buy but will be in the near future
- 30% Soft No – mildly turned off on the idea of buying your product
- 30% Absolute Nevers – highly turned off on the idea of buying your product
In other words, these 97% could be visiting your website for various reasons. Maybe they dream of affording your product but just don’t have the means to buy. Or maybe they are doing some research for themselves, a friend or family member. Or, they could just be visiting to find out what your product is.
Either way, if you’d ask them to buy at this moment, their reaction would be to bounce out and ignore your call to purchase.
But, with the right message, you could be able to keep them close until they are ready to buy.
Some landing pages should be designed for lead generation
One mistake that many businesses make when driving traffic to a landing page is not including people who don’t want to buy at the minute, but will in the future.
Most landing pages are simple sales pages, where the only actions available are to buy or leave. Most landing pages are designed only for the pink 3%.
Why not also create landing pages tailored specifically for the needs of the other 97% people on your radar so that they too can find your website satisfactory?
Think about your crowd and dress each of them with the appropriate color. For each color, new landing pages with new messages should be created.
Thus, you would gain their trust, appreciation or just as much as brand notoriety, but that would be enough to put you on their list of options for the time they are ready to buy.
People love to do research before they buy a product, so you could very well be the educator.
You can offer all sorts of information to potential customers, such as videos, webinars, white papers, research reports and much more to gain their trust. You can even make them subscribe to your email newsletter before they receive this info, so that you can continue to market to them.
Find out what they need and drive them to landing pages where they can find exactly that.
Leads need call to actions too
Regardless of what you decide to offer to your non-buying prospects or how you choose to target them, it’s important to keep in mind the final goal: lead capturing.
A visitor only becomes a lead after she has provided you with the personal details that would enable you to further contact her (name, email, address, phone, etc).
Therefore, there are two essential things a lead generating landing page should not be lacking of: call to action and lead generation form.
- Make it clear what you want your visitors to do.
You may not realize it, but sometimes, people need to be told what to do if you want them to do something. If you want them to sign up for your newsletter, make that prominent. Or if you want your visitors to trial your app, make that very clear. Not telling a visitor what to do will lead to confusion and indecision, and that is the last thing you want.
Lead capturing forms are crucial elements on your landing pages for providing you with the information you need to carry the lead throughout the path to purchase.
Collecting from basic contact details like email or phone number to careful information such as daily routine or buying habits, these forms are powerful tools not just for lead capturing but also for lead nurturing.
The more information you have about your leads, the better you will be able to target and satisfy their needs later on.
However, although it might be tempting to get greedy and stuff your forms with lots of questions, it’s best to keep the form dimension, or otherwise put, the effort required from your lead to fill it out, correlated with the benefit you provide in return for this information.
Lead generation is not enough. Lead nurturing should follow
So, once you have their information you can start the conversation, try to learn more about your leads and tailor the sales pitch even further.
You’ll start to spot individuals among your colored crowds, see their faces and know their names. You’ll be able to adapt your message depending on their personal preferences.
However, throughout the process of lead nurturing, try not to focus on selling but on other, intermediary objectives:
- Build and cultivate a positive relationship with your leads. If these visitors will be buyers in the future, it is best to keep your company in mind at all times so when they are ready, they will come to you first.
- Make your leads acquainted with the product/service. Many businesses have adopted the practice of following up their leads with a series of auto responders that will highlight the features of the product, but without trying to pressure them into buying.
- Give them access to discounts and promotions. Through a constant connection with your leads you can anticipate the moment of decision and arouse them with discounts and special offers.
Pretty colors and happy people
Keep in mind that the entire purpose of lead generation is to determine everybody in your market to love you before they even think about buying anything from you. Think about it!
Wouldn’t it be nice to have your pretty colored crowd of people all happy and smiling with content?
Photo credit: krazydad / jbum
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