How to use your website to reach potential customers and then qualify them

How to use your website to reach potential customers and then qualify them

Have you been told, "content is king"? Have you been advised that you need to write more blogs to get more visitors to your website and improve your ranking in search engines? Are you tired of the expectation that you should be a prolific author to promote your business online? Well, here's a better way!

Tuesday 28th May 2019

Generating original content and publishing it on your website can help to attract visitors and improve your position in search engine results. That's why we have always given the same advice as every other marketing agency out there - get a blog set up and start writing! You have probably been advised to write regularly to keep the site looking current as well as to get as many keywords onto your site as possible.

It's a proven concept, if you have content that people want to read, then they will come to your site to read it and you can then work on converting them into leads. A great side effect is that the search engines recognise popular sites and reward them by listing them higher in results.

But do you have time to write a blog every week or even every month? And if you have written in the past, have you seen any significant results from this time-consuming activity? Our guess is that the answer in most cases is "No"! 

Why do we not get the results we want?

  • It's really difficult to produce good original content that people want to read, especially on a regular basis.
  • Not all of us can write well, or have the desire to write.
  • Many of us are simply too busy running our businesses to take on another role as a writer.
  • Creating blogs about a wide range of subject matters can bring traffic but not necessarily traffic that will convert.
  • There is so much competition - there are 80 million blogs are published every month on WordPress alone, how is it possible to stand out?

Well, the good news is that there is an efficient way to acquire leads and customers without all of this regular blog writing.

The Less is More Approach

I have been reading about some of the recent approaches to leveraging content, notable sources being Daniel Daines-Hutt from "Amp My Content" and also Michael Killen from "Sell Your Service", and the approach of using just a few "killer posts" instead of churning out blog after blog really makes sense!

This approach has worked very well according to the data from Daniel Daines-Hutt, with massively increased opt-in rates. And what's not to like about a marketing strategy that doesn't rely on abundant content generation!

Here's the strategy in a nutshell:

  • You only need a handful of well-written blogs and then you are done. In fact, even a single blog might be enough! 
  • There is a specific formula for these blogs to work. They need to address a problem that your target audience is trying to solve and provide help.
  • You need to offer a piece of further helpful information very specific to the blog, in return for an email address - that is connected to a lead capture/nurture system.
  • You then spend your time promoting these existing blogs (rather than writing new blogs).

Here's how to implement this approach on your website!

Step 1 -  Create ONE Great Blog (it's going to go a long way)

OK, so as mentioned we do need some blogs, at least one, preferably a handful. But that's it! Then you are done with the difficult job of writing blogs! Since these are one-off blogs they need to be good and it's important that you feel proud of them as you will be promoting these later among your peers!

But don't worry, there's a simple formula to follow, and you probably already have this content, at least in your head. You see, whatever the product or services you provide, you almost certainly have a full understanding of the problem that your product/service fixes for your customers. 

Your blog simply needs to identify this problem and provide solutions. Your blog needs to be helpful, and provide detailed and free solutions or advice - the more you give away the better! You are probably already helpful to potential customers on a one to one basis, you just need to write it down once in full detail and save yourself having to repeat yourself over and over. It'll be a bit of work to get together, but this is the first important step in saving your time in the long-run.

Customers that come to you through this content will already fully understand their problem, and they will be aware that so do you! And you will be the one helping them to reach a solution. You are no longer selling to them. They are seeking help from you – the expert that can help them reach their goals.

Need help structuring your blog? We have a simple guide that explains one way to lay out a blog that can keep potential customers interested.

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Step 2 - Create a free offer

You need to be creative here, and this offer needs to be of real value to the target audience. Your offer needs to help your target audience in the same way that your product or service does. So for example, if you are running a video production business, then your offer might be a guide on the best tips to use for videoing a wedding. It might sound counter-intuitive to be giving away knowledge that effectively competes with your own products or services, but the goal here is to find people that a problem that you can fix. 

Step 3 - Set Up Facebook Advertising Automation

We will be using Facebook and Google Ads to promote the article, and by doing that we are casting the net far and wide. BEFORE we do this, we need to set up some remarketing automation. Using Facebook's pixel, we can create a custom audience of people that visit your website. You can even set it up to be page specific so that only people that visited your blog will be included in this custom audience. This allows us to set up promotional ads to show these already warm leads that have visited your blog and have an interest in the subject matter. These ads can either link directly to your product/service or else to another piece of helpful content if you have it, or even back to the original blog!

Step 4 - Set Up An Email Onboarding Series

We are hoping that visitors to your blog will hand over their email address for the free offer we created in step 2. It's very important to set up a sequence of emails to send out to these potential customers. MailChimp is a good platform to use for customer onboarding, although there are many others out there. This sequence of emails needs the be polite and helpful and show that you can provide value to the contact. They need to be spaced out in a sequence that works towards an offering of your products or services. 

We recommend two contact lists, the first is for allowing the contact to get to know you and your services. The second is more sales focused. Customers arriving through your blog enter your first list, and then you can set up an automation to transfer them to the second list based on their interaction with your content (based on email opens and link clicks). There are so many options here, but the key principle is to nurture and educate your leads so that by the time they are ready to spend money on your products or services they are highly qualified.

Step 5 - Promote the Content

With everything ready to capture and filter your website traffic, its time to start promoting. 

If you have approached the creation of this blog with the tips we provided above, then hopefully you have a piece of content you are proud of. Something that can really provide value. If that's the case then you should feel a LOT more confident about reaching out to people and asking them to promote it. 

Of course, you can follow the normal channels of sharing the content on social media but you should also consider the following:

  • You'll need to promote this blog as much as possible. Contact other experts or authorities in your field and share it with them. Persuade them to link to it.
  • If there are forums or websites with content listings, then post the blog there. These channels can amplify your traffic.
  • Share it multiple times over weeks/months on your normal social channels. Too often people share content once and then forget about it. Keep sharing.
  • Add to the blog over time and repromote (consider updating the date too). The blog will slowly gain position in search engines and it's more effective to add to the same blog rather than write a new blog.
  • Use Facebook and Google Adwords advertising campaigns to drive targetted traffic to the blog. Over time organic position in search engines will improve but always good to give an initial nudge with a paid campaign.