Let’s face it: almost all the people who come to your website for the first time won’t be buying on the first visit.
That’s a fact.
Just think of your own surfing habits.
For sake of explanation, let’s assume the owner of the site you visit understands that today’s customer wants to buy – not be sold.
By the way, it’s easy to tell the difference.
“Peddlar” web copy is stuffed with “we”, “us” , “I” and “ours”. Message: ‘here’s all our stuff, buy something.’
When you land on a professional marketer’s site, it’s all about YOU. YOUR needs. YOUR problems. Solutions that can make YOUR life better.
Sorry. Bit of a sore point. Back to el problemo.
Your sole website objective, with first time visitors, is to figure out an ethical, meaningful way of motivating them to give you their contact information.
Here’s why:
Let’s say you have a hundred first time visitors. Only 1-5% are likely to be qualified prospects who might eventually buy from you.
These are the visitors you are interested in.
The first step is to get their attention and gain interest.
Most marketers do a miserable job of this. It’s like they think their prospects have carved out 20 minutes of their day to EXCLUSIVELY FOCUS on their site.
The reality? They’re checking texts and emails. Watchin’ YouTube. Eating a bagel. Yelling at the dog. And on and on…
In short, most are off in LaLa land when they first engage. Why? Because their expectations are so low based on previous experience.
Many serious prospects have their finger on the mouse button LOOKING for ANY reason to click away.
Here’s where 80% of sales slip away.
There’s no nurturing system in place to build on the initial interest.
All professional salespeople – especially those working with long sales cycles – understand the key role nurturing plays in selling.
First of all, it keeps prospects engaged with information they really care about so they can make the best purchasing decision.
Lead nurturing is a gradual process that guides prospects from where they’re at right now, to where you want them to be in the buying cycle.
Another benefit is that the information you provide as part of your nurturing process serves as the “proof” your prospects need to rationalize their buying decision.
If you want to ensure these future customers remain in your funnel, you must have a relevant, consistent conversation with them.
This means engaging them with information — content like articles, newsletters, free reports and videos — that they’re eager to read, share, and act on.
The role of the content is not to sell – it’s to inform. Be relevant. Be helpful.
Earn the sale.
By giving your qualified prospect helpful information, you are helping to position yourself as a trusted advisor ─ and someone he will likely look to for a solution when he finally is ready to buy.
