The Second Biggest Mistake Small Businesses Make When Paying For Leads
In a recent post I shared with you the biggest mistake that I see small business owners making when it comes to paying for lead generation. There’s also another major mistake that many small business owners are making over and over again and it’s costing them a fortune in lost revenue from their lead generation.
Here’s a quick video for you where I explain what this second biggest mistake is and how to fix it:
Mistake number one was no follow up. And mistake number two is no clear call to action.
The second biggest mistake I see people make is no clear call to action.
What is the focus of your campaign?
Why are we paying for leads?
Why are we getting people to opt in?
So we've got to know what is our ultimate goal?
What do we want people to do at the end of this?
And it's not just get into our database so we can become customers and become related to them because that's not going to happen.
We’ve got to have an ultimate goal… and we have to know what that ultimate goal is.
Is it to book in a sales call?
Is it to register for your webinar?
Is it to buy your product?
Whatever it is, you've got to know what it is and you’ve got to know exactly what that process is.
Now in my campaign, I do it a little bit trickier. All you need to worry about is having one clear call to action in your campaigns to start with.
But for me, my sales process is on a webinar, but when someone opts in for my e-book and they're engaging with every single item of content that I've got in that campaign, then they're qualified. And so because they’re qualified, I want them to go in and book in for a call straight away.
Ultimately, my goal here is for them to book in for a call and that's what the webinar does. The webinar gets them to book into a call.
So if they've engaged with everything I want them to book in for a strategy session and that's ultimately the goal. But if they don't engage in all of my content, they're not qualified enough yet.
They've got to go and do my webinar training first.
And so the other call to action, if they don't engage in all of that content, is that we to get them to come along to the webinar.
So where should we have our call to action in the campaign?
Now, as you can probably tell, I'm going to have a few more details here, but where should we have our call to action?
Where do you think the key times and places in a campaign from (referring back to our mistake #1 video) when someone opts in to when they get their welcome email to when they get the three trust building emails to when they get the three conversion emails at the end… where do you think we should have our call to action?
Where should we be telling them about the next step?
Just the conversion phase? No.
So on our thank you page:
People are about 67% more likely to take the next step when we are giving them exactly what they've signed up for… 67% more likely to go and take the next course of action, as soon as they've got what they wanted, even if they haven't engaged in it yet.
So on your thank you page, if you do not have your call to action there to take the next, then you are doing yourself a disservice.
On the video pages:
Remember the trust building phase? If you remember to where I showed you the screenshots of Pauline's pages with the videos, on every single one of them is a button to go and take the next step. We don't do a hard sell on it. We don't say anything about it in the videos we just give content and the button sits there. So people can self-select in that trust building phase.
In the conversion phase of the email:
In the conversion phase of the email we are very, very direct. “This is the course of action we want you to take…” Once we've built the trust, we want them to come along and take the action, whatever it might be – get the quote, book in for a sales call… get along to our webinar – whatever it is.
But we drive here. We literally tell them to go and take that action. We can be super specific in the conversion phase. We don't need to beat around the bush. We don't need to be polite. What we need to do is tell them to take the course of action and give them a reason why.
Those that engage we can have one conversation with. Those that don't engage we can have another conversation with, and potentially we might even introduce some other marketing processes for those that don't engage with our emails as well.
I’d love to talk more about these points and how they apply to your specific business.
If so, click here to book a free call and we'll discuss how best to implement these strategies in your business.