How to Convert Website Visitors Into High-Value Customers
Do you have a list of prospects but you’re struggling to find the time to sell and close all of them?
In this in-depth guide, I am going to show you how I help business owners, with a list of email subscribers, convert more website visitors into high-value customers while they focus on other important aspects of their life and business.
This guide is split up into two sections: the introduction (which you are reading now) and a step-by-step guide for building a lead generation system aka a marketing funnel. The guide also includes a series of fill-in-the-blanks workbooks.
Your website has two important goals:
- attracting website visitors who are interested in your services and products
- converting those website visitors into high-value customers, sales and email subscribers.
Convert Website Visitors Into High-Value Customers and Consistently Increase Your Revenue
Growing and nurturing an email list of potential customers will have a dramatic effect on your revenue, your profits and your business' autonomy.
When that happy day arrives, and you have an email list of potential customers eager to purchase from you, owning a business that changes lives will become child’s play.
This guide will break down the steps that successful business owners take to consistently convert website visitors into high-value customers.
If you are a business owner that already has a healthy list of email subscribers, continue to read this post, because you will discover how to continue growing your list without defaulting to paid advertising tactics.
More Customers WITHOUT Working More Hours
“If you are not seeing the email channel as a money-making machine, you have the wrong strategy”
– Hans Smellinckx
If you want to use digital marketing to increase your sales and revenue, you need to build, grow and nurture an email list.When I ask business owners about the challenges they are facing, there are two common responses:
- they want more high-value customers
- they want to increase their revenue without increasing the humungous amount of hours they already work
The solution to these challenges can be found in Digital Marketing and more importantly email marketing.
Unfortunately, many business owners find digital marketing difficult even though it is THE key to attracting and retaining new customers.
Not only can effective digital marketing accelerate your sales process, it can also help you sell a lot more high-value services and products.
Digital marketing is a proven way to grow and scale your any business.
Even better…automated digital marketing will completely revolutionise how you serve your customers, clients, grow your business and spend more time living your life own your terms.
Everything Begins with “The List”
Digital Marketing and Sales Automation, client acquisition and client retention all begin with an email list.
The most common list building strategy involves offering a Lead Magnet in exchange for an email address.
Unfortunately, marketers have been rinsing and repeating this list building tactic so much that most people have become immune to Lead Magnets.
The internet has become saturated with Lead Magnets posing as valuable content, but they are nothing more than click-bait used to fish for email addresses.
We have all become immune to the 3000+ marketing and advertising messages we are exposed to – every single day and the Lead Magnet tactic has almost been rendered defunct.
Many Lead Magnets Fail to Hit The Mark
Because of the Internet, the distribution of information and expertise has been accelerated and most of us have a pretty good grasp of how opt-ins forms, funnels and email marketing works.
Most importantly, your potential customers understand how it works.
We have all become Spam filters and will do all we can to avoid having an inbox full of uninteresting, useless emails from a bunch of strangers trying to get in our wallets.
“It’s not about the number of subscribers that you have but rather ensuring that those subscribers want what you are offering.”
That quote is taken from a blog post called: “Lead Magnets: Why They Fail and How to Fix It”.
The main point of the blog post is that creating a lead magnet simply to get email list subscribers is a very bad idea.
Most lead magnets fail to attract email subscribers because the lead magnet is not designed to help the reader, it is designed to trick, coerce and dupe the reader into handing over their email address.
Many marketers concentrate on adding any kind of lead magnet to your site but this kind of lazy approach to marketing will do your business more harm than good.
Everything Begins with “The List”
Design and Accessibility Are Very Important
Your website visitors and potential customers use mobile devices to check emails, social media and purchases.
This rise in mobile usage has led to marketers and designers alike to champion “mobile-first” design but we need to ensure that our content is accessible to as many people as possible, on a variety of devices.
“…it’s important when designing using a responsive web design that the desktop experience isn’t degraded, and this has led to many larger businesses using an adaptive web design where layout and content are tailored for desktop, tablet and smartphone screen dimensions.”
Design and accessibility are very important when creating lead magnets and opt-in forms.
Your opt-in forms and lead magnets looking great on mobile devices but not on desktops is as bad as them looking great on desktops and not on mobile devices.
This result is still the same…50% of your audience will never receive your message.
Growing an Email List is Easier Than Ever
Even though Social Media Marketing (SMM), Search Engine Optimisation (SEO) and Pay Per Click (PPC) tactics remain very popular with marketers and many business owners (and for good reason), growing an email list still remains vital for your long-term business success.
Growing an email list is easier than ever but this also means that you are competing with many more businesses for the permission to communicate with potential customers via their inboxes.
You need to allocate some of your time and resources to building and nurturing a targeted email list of people who need your help with their problems, needs and desires.
Quality Vs. Quantity
“A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed.”
– Ramsay Leimenstoll
An important part of growing an email list is remembering that each email address represents a person who potentially needs your help.
You need to use email marketing to inform, educate and convince email subscribers to become your clients and customers.
It is extremely counter-productive to attract and retain a list of people who not interested in working from you or buying from you.
It can be tempting to buy lists but contacting the people on paid lists is essentially spam because they never gave you permission to email them.
They will eventually look for the “unsubscribe link” and your email address and your business will be labelled as “Spam”.
Think about like this, if each email you send helps your subscribers earn a dollar, they would literally be waiting impatiently for every notification about your latest email.
But those desperate, sales-obsessed and unhelpful emails…no one wants or likes them.
Unsubscribing Is a Good Thing
I remember in the early days of my email marketing, I was pretty upset when I got an unsubscribe notification, but I came to understand that people unsubscribing from my list was a good thing.
I have realised that it is better to have a list full of people that connect with my style, tone of voice and my message.
So, when people unsubscribe from my list, they are effectively pruning my list for me. Unsubscribing is a good thing.
It is better to have a list of 100 people who like, trust and want to do business with you rather than a list of 10,000 people who only serve to massage your ego when you talk about the size of your list.
The Money’s in The List: A Concrete Example
In his blog post: “How I Won a Two Week, $55,000 Project”, Brennan Dunn gives a behind-the-scenes look at one of his Roadmapping engagements with a Fitness Coach who used automated emails to help her build a six-figure business.
This coach had a list of 65,000 subscribers.
She wanted to scale up her business and scale down her workload. She decided to create a course for $297 that would sit midway in her value ladder between a $20 eBook and a high-ticket offer.
Brennan Dunn expertly broke down how to help her audience, customers and clients whilst growing her business to six-figures.
“…If we can get 5% of your current list (65K) to spend $20, we’re looking at $65,000 in revenue. And then if we get 10% of the initial eBook customers to buy your new course, that’s another $96,525…and then we’re then massively ROI positive. And from then on out, we’ll have automation in place selling the eBook / up-selling the course to new subscribers…”
– Brennan Dunn
This example monetisation strategy is at the heart of email list marketing.
But, before we get to this revenue-generation stage, we need to focus on getting your website visitors to sign up to your list, consistently grow your list, nurture it and (of course) prune it.
Then, and only then, can we put strategies in place to monetise your list.
Email marketing automation will accelerate this process, but you need a solid marketing system in place first.