Tag Archives for " Lead Generation "

How to Generate Leads from Your Website

how to generate leads from your website

Let me ask you a question: What is your website for? 

Is it just ‘brochureware’ (a place to learn more about your business) or are you aiming for it to be something more, such as a way of generating a consistent pipeline of new leads?

The answer is that it should be the latter.

So in this episode of The Agency Accelerator Podcast,I share my thoughts around some of the fundamental do’s and don't about getting your website to work more effectively for you and also some key strategies to consistently generate leads from it.

Here’s a glance at this episode…

[1:09] 

Why you should make sure your website isn’t full of ‘we’!!

[2:01] 

The importance of quickly building empathy with your readers

[2:46] 

What is the anatomy of a successful website, what does a great website look like?

[5:03] 

Tips on how to drive traffic to your website

[8:58] 

How to convert leads

[9:23] 

Four stages to drive traffic to your website

[10:51] 

Tips in creating your ‘killer content’

[11:46] 

Killer content Myth #1: ‘I need lots of gated content on my website’

[12:14] 

Killer content Myth #2: ‘It needs to be long to deliver value.’

Quotations

“..remember that your ultimate goal with your website is to generate leads. The way you're going to generate leads is by getting people to sign up to your email list, and then you're going to nurture them through the buyer's journey.” - Rob Da Costa

“..drive traffic from all your different channels, where your target audience hangs out, to your website and then, once they are there, get them to take action, which means them giving you their email address (in return for your killer content).” - Rob Da Costa

Rate, Review, & Subscribe on Apple Podcasts

“I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency.

Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now!

 Full Episode Transcription

Let me start this episode of the podcast by asking you a question and that question is: ‘What is your website for? Is it just brochure-ware, so somewhere or someone can learn more about your business or you’re aiming it to be something more, such as a lead generation machine?’ 

Well, firstly, it definitely should be that something more. But there are some fundamental do’s and don't about getting your website right and also some key strategies to making it generate leads for you. So that's what I am going to cover in today's episode of The Agency Accelerator Podcast. 

Now, this is a super action-packed episode, and I'm going to be covering a lot of bases. So go and grab yourself a pen and paper. Or, if you're like me, you're remarkable to take notes so that you can leave with an action plan from this episode. But without further ado, let's get on with today's show. 

Accelerate your agency's profitable growth with tools, tips and value-added interviews with your host agency owner and coach, Rob da Costa. 

So the first thing I want to talk about is making sure that your website isn't full of wee. Yes, you heard me, right. Making sure your website isn't full of wee. What I mean by that is so many websites start off by saying we do this and we do that. As we were founded in 1974 wherein we have these amazing, great clients, this is what we've done for them, and this is what they say about us. But fundamentally, when your reader arrives at your website, they just don't care about that. You haven't built any no, like and trust yet. 

Then, your first job is to start building empathy with your reader, and you're not going to do that. If you start off by telling them all about you. What you need to do is show them that you understand them and you understand some of the challenges they have, so that you immediately starting building some rapport and empathy because then the reader sits there and thinks ‘this is interesting, tell me more,’ and that tells me more translates into the action of them scrolling down the page or clicking on some links and digging deeper into your website. And as they dig deeper, that's when they're going to be interested to learn more about you.

So that homepage, that starting point when someone arrives at your site has to be about them, you have to show them very, very quickly that you understand them and the challenges they face day in and day out. Now bear in mind, someone might have found your website via Google, and therefore they would have found thousands of other websites as well. They'll be quickly scrolling in, and you've got to stop them from scrolling on to the next search option and stay with you. Then, you're going to do that by showing them that you understand them.

Let's just spend a few minutes talking about the anatomy of a great website, and it starts by getting the above the fold part right now. What I mean by above the fold, if you're not clear about that terminology is everything that they see before they scroll down. You need to be mindful about what they'll see on a mobile device as much as a desktop device. In that above the fold real estate, you have a matter of seconds to get someone's attention, so show them you understand them and build start building empathy and then also in the above the fold section, you need to offer them some value. You want to be really clear about what action you want them to take, and I'll talk more about that in a moment. 

So, the first part of the website needs to identify the challenges and pains that they have, and then you can offer them some value to start to solve that pain or challenge. Then as they scroll further down, you want some social proof. This is who you've worked with so that they want to align themselves with some of these great names that you've already worked with.

If you have some names that will be recognisable to your potential reader, then list them, put their logos on and so on. Then a bit further down the page, you're going to start to detail more about yourself and also more about the services that you offer. Lastly, at the bottom of the page, you're going to have the next action steps that you want them to take. 

Of course, you're going to have other pages, such as an about us page, the services you offer, how they can contact you and so on. But let me just kind of contradict myself a bit here. Because if you have an about us page, well, guess what it's all about you. It's not about them. So rather than having about us, I often say to people, why don't you list something like how we can help you as the reader. Again, you're making about them. Then, you're gonna have those typical pages and I'm not going to dive into them too much today. 

What I really want to focus on is how you're going to generate leads from your website. If you get that initial homepage design right, then it's gonna make your website sticky, wherein someone's going to want to learn more, read on and click on the other links as well. So those are the key kind of anatomies that you want to focus on on your home page. 

The next thing you need to think about is how you are going to drive traffic to your website because it actually doesn't matter whether you have an amazing website or a terrible website. If you're not driving traffic there. No one's going to see it anyway, so having a great website is one part of the journey. But of course, the other part is driving your ideal target customers to your website, and obviously, you want to make sure that you have optimised it for all the search terms that your ideal target customer will type into Google. You might invest in some SEO services so that you are driving that traffic, and I would highly recommend people at least have an SEO specialist look at your website to make sure it's optimised, even if you're not working with them on an ongoing basis. 

You may also choose to run some ads, will that be Facebook or Google or YouTube Ads to drive traffic to your website. You're going to use social media, so when you're posting on your social media platforms, make sure that you are driving traffic back to your website because you want people to take action. 

A really important point here that I've talked about many times is to remember that your ultimate goal with your website is to generate leads. The way you're going to generate leads is by getting people to sign up to your email list, and then you're going to nurture them through your list.

And one of the key reasons for doing this is because you own all of those names on your list. Whereas if you're just relying on social media to generate leads and drive traffic to your website, you need to remember that you don't own those social media contacts, you're renting them if you like, and they can be taken away from you at any time. 

I've told the story before about a client who had I don't know what it was. 10,000 followers on Instagram and then their account got hacked. So Instagram's policy was to shut them down and say, create a new account. Then, of course, recently Donald Trump had I think about 90 million followers on Twitter, then he had his account closed down, and he immediately lost those 90 million followers. Now, if we'd been smart enough to try and encourage them to join his mailing list, then he'd have been in control of that list. 

So social media is a fantastic platform. You want to drive traffic from all your different channels where your target audience hangs out, drive them to your website, get them to take action when they get to your website, which will mean giving you their email address so you can then continue to nurture them through your email list.

Now, another way to drive traffic back to your website is through partnerships. So it could be that you are a guest on a podcast like this. Or it could be that you writing a guest blog for someone. Or it could be that you've got some kind of agreed freebie swap with somebody. But if you have partners that are targeting the same audience as you but with a different offer, then that is your ideal partner. If that partner happens to have a much bigger audience than you, then they're even more of an ideal partner. If you can get them to put you in front of their audience by offering their audience and value, such as being a great guest on the podcast and actually teaching something of value. Then that's how you will drive traffic back to your website and when they get to your website of course because you've got the design of it right. You're going to be really clear about what next step you want them to take. 

So that's just a few ideas in a really quick nutshell to give you some thoughts around how you can drive traffic to your website. Of course, you want to be doing all of these things, and you want to be doing them on a continual basis. Everything I talk about that every solid marketing platform takes time, and you have to be committed to doing it on a regular basis. If you want to see results. As there are very few kinds of getting rich quick schemes where you just do a little bit of marketing and suddenly you want to get loads of these. It just doesn't work like that, despite what some people might try and lead you to believe. 

Now, in Episode 79 of the podcast just a few episodes ago, I talked about how to create a lead magnet to generate new subscribers to your list, then I'm not going to go into that in too much detail because you can go back and listen to that episode. But obviously one of the key ways that you are going to convert website visitors into leads and then convert those leads into prospects and clients is by having a piece of killer content a lead magnet, which I'll talk more about in a moment that you can offer your audience on your website in return for them giving you their email address, which then goes into your email automation system and you nurture them through that.

So there are four stages you want to focus on with your website, first of all, driving traffic to your website. Second of all, once they're there, build empathy with your readers so that they want to stay on your website and learn more. Then number three, you're going to offer them a piece of killer content, a lead magnet that they are going to download, and then that puts them in your email list. And the fourth stage is to nurture them through your email list so that you can convert them into a prospect and then a client.

Now, talking about understanding the conversion process for you, I have a really good talk all the time about conversion tools. I'm going to put a link in the show notes, and you can grab a copy of this, and this will basically help you analyse how long it takes a lead to come into your world. I someone who's just found about you, visited your website, downloaded something, and you nurture them to the point of them becoming a client. ‘What is that time to conversion?’ And you'll often be surprised at how long it takes.

I've done this work for myself, and it takes on average, about 12 months for someone learning about me to buying from me. It's really useful to know what that time to conversion is for you so that you can make sure that you have to nurture content to help move people along that buyer’s journey. With that, I'm going to put a link in the show notes to a time to conversion tool that you can download and do some analysis and work out what that length of time is for you so you can make sure you have a really good marketing content that will nurture people along with the sales funnel.

So let's just focus on the third point I mentioned in that four-step process, which is producing a piece of killer content. Now, if you really know your audience and you've done your work on defining your customer avatar your customer persona again, I'm going to put a link to my e-book on that. So you haven't done that. Go grab a copy of it and go and create your customer avatar, because it will be really helpful, and you will understand the pains that they suffer from the challenges they have. That piece of killer content that lead magnet you're going to create and you're going to promote it on the above the fold part of your website is going to address one of the core pain points that they have. And so you're going to create this e-book, this guide, this cheat sheet. There's top tips, this video training, whatever is something that your audience is going to digest and something that you feel comfortable creating. That's your piece of killer content. 

Now let me dispel two myths at this stage. First of all, you only need one piece of great killer content. When I created my website, I created loads and loads of pieces of killer content, ebooks and guides that you can download. In fact, if you go on my website, you'll see there are probably 20 different things that you can download, but you don't need 20 things. You need one piece of content, so that's myth number one. Like I said, if you understand your audience, then this piece of content will address one of their core pain points. 

While the second myth I want to dispel is that it doesn't have to be long. I think what puts a lot of people off is that they think it needs to be the best thing since sliced bread and needs to be 20 pages long or 40 pages long because people would judge me based on how big this thing is. Actually, the opposite is true because most of our target customers, i.e. people like you for me are time-poor, so they don't have time to read a 20-page thing, and they won't be judging how good it is based on the length they'll be judging it on the quality of it. Does it help them solve one of their core pain points? And that's the second myth. It doesn't have to be long. In fact, it could just be one page. It could be top tips on optimising your website or top 10 tips on how to implement your own SEO or top tips of what a journalist is looking for in a good press release. So doesn't have to be long. It just has to be good and address some of their killer points 

Now, kind of a bonus thing here is that you probably think I need to create something that's truly original. Yes, of course, you should definitely not played your eyes. And if you can create something that hasn't been done before, then brilliant. But the chances of the thing that you're going to create, not existing in some form or another on the Internet already is very remote. 

So your goal is to package it up in a way that your ideal target customer will find really easy to digest. Those are the two myths I just wanted to spell about your killer content, so you're going to create this piece of content. You can make it look pretty by outsourcing it to a designer or designing it yourself and then you're going to embed it on your website now. The key here is that they have to give you their email address in order to get it's like this transaction. I'm going to pay for this thing with my email address, and I'm going to tick a box that confirms I'm happy to receive emails from you in the future so that your GDP is compliant. And in return, I'm going to give you this piece of great content.

Then, that's the deal that you are making with your reader. Now, once they have given your email address, it's going to go into your email automation system. I've talked about email before Episode 55 so you can go back and listen to that so I'm not going to go into picking an email automation system. But a really key point here, really good tip is to make sure that you deliver your killer content to your lead magnet via the first email that you send the subscriber. Don't deliver it on your website. The reason for that is because if you deliver on your website, I could just put any old bad email address in. I still get access to it, whereas if you deliver it via the first email, then the reader has to give you a good email address, and you want to make it clear that in your form that they fill in that you want to ask them to give you their best email address, so you will deliver the lead magnet via an email. 

So that's a tip that's worth noting and something that I see a lot of people get wrong where they just embed the fact file of the ebook onto their website. Don't do that, deliver it via your email system. Then, once you've got them in your email, you're going to create a sequence of nurturing emails that dig into the guide a bit more or talk about some other things, and your goal is to get them to take the next step on the buyer's journey. But again, I don't want to go into that into much detail today. I've got other episodes about that because today the focus is on making your website work for you and how to generate leads from your website. That's the purpose. 

Anyway, create the content, deliver it by your email system and nurture your reader through your email system. You will start moving them from cold lead to warm lead to prospect to customer to raving fan, which is obviously your goal. If you've done your time to conversion, you know how long that journey takes typically, you'll be then thinking about well if it takes me 12 months. ‘What kind of content can I use to nurture people, keep building that no like and trust with them to the point that I'm still in their face when they're ready to buy because humans are kind of like sieves’. If we don't constantly stay in front of mind with them, they'll forget about us and they'll buy from someone else. 

This all starts with your website. I always view my website as the centre of my universe, and I want to drive traffic through all the different means that I've talked about today to my website, then when I get my reader to my website. I want to quickly build empathy with them by showing I understand them and then get them to take action. 

Now, this takes action needs to be on that top of above the folding stuff. You can't afford to have it buried somewhere deep in your website on the assumption that your reader will actually ever get to that page. Because, remember, as I said earlier, they might just be searching on Google. You might be one of the thousands of results they've come up with, they quickly visiting your website, then you have literally a few seconds to grab their attention, and it's not clear what you want them to do next. Then they will probably leave and remember that to do the next action is to get them to download your lead magnet or your killer content, and that has to evidently very quickly demonstrate that it has some value to them.

So those are my tips about making sure that your website is generating leads for you, making sure that it's not full of we, i.e. it's not just about you, but it's about your reader. Then as they dig into your website and they're thinking, tell me more. That's where you start talking about you, who you are, what you do, how long you've been around, who you've done it for sharing some testimonial sharing, some case studies and so on. But that needs to be further into your website once your reader has got some connection with you, so I hope those tips are useful.

As I said, this is a bit of an action-packed episode. I hope you've taken some notes. I hope that gives you an action plan of things that you might want to review your website or get changed. Or maybe some ideas on creating that lead magnet, that killer content for your website and also perhaps working out exactly who your ideal target customer is if you're not clear about that.

I hope that was useful as ever. Please make sure you've hit the subscribe button. I would love you to leave a review on Apple podcasts because, as you know, that helps the algorithms show me to more agency owners just like you. But other than that, I hope you have a fantastic rest of your week, and I will see you next Thursday for the next episode of The Agency Accelerator Podcast

Using A Lead Magnet To Get New Subscribers To Your Mailing List

Any of you who listen to my podcast regularly will know that when I have a guest, I ask them what advice they would give their younger selves just starting out in business if they could go back in time. 

Now some of you have asked me, “well Rob what would you say to your younger self?” So, the piece of advice I would give my younger self is to start building my email list as soon as I started my business. If I had figured that out earlier, I would have a much bigger list now. And more importantly, I would have a much bigger pool of ideal target customers to nurture and ‘fish’ from. 

So in today's episode of The Agency Accelerator podcast, I want to revisit one of my favourite topics because it's one of the most valuable things you can do in your agency and talk about the importance of building your mailing list, and more specifically, how to get new subscribers to join your list. 

Now I've spoken about the importance of building your list before (in episodes 5 and 30), but today I want to dig in to specifically discuss how you can get more subscribers.

Here’s a glance at this episode…

[0:14] 

What advice would I give my younger self if I could go back in time?

[2:43] 

The importance of building a mailing list

[3:40] 

What is the best structure for an email?

[4:04] 

How to win new clients

[4:55] 

Understanding the value of a ‘lead magnet’

[8:00] 

What is the best place to get people to start engaging with your lead magnet?

[8:56] 

An overview of how a sales page works

[10:34] 

The components of an email automation system

[14:39] 

How to set up a sequence of emails in an email automation system?

Quotations

“Every business will have two or three marketing activities that work well for them and deliver good results.” - Rob Da Costa

“..the bigger the list, the more value you will get from it. And communicating regularly with your list means that you're keeping your list clean and you are keeping them connected with your agency.” - Rob Da Costa

“Remember, your goal with these emails is to nurture them through the sales funnel so that you can identify your five-star prospects (your hot prospects) and start having a more personalised engagement with them.” - Rob Da Costa

Rate, Review, & Subscribe on Apple Podcasts

“I enjoy listening to The Agency Accelerator Podcast. I always learn something from every episode.” If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — move towards a Self-Running Agency.

Scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

Also, if you haven’t done so already, subscribe to the podcast. I’m adding a bunch of bonus episodes to the feed and, if you’re not subscribed, there’s a good chance you’ll miss out. Subscribe now!

 Full Episode Transcription

Any of you who listen to my podcast regularly will know that when I have a guest on, at the end of the episode, I asked them what advice they would give their younger selves just starting out in business if they could go back in time. Now some of you have asked me, well Rob what would you say to your younger self? So, the piece of advice I would give is to start building my email list as soon as I started my business. I know that's a sort of really practical piece of advice, but if I figured this out earlier, I would have a much bigger list now. And more importantly, I would have a much bigger pool of ideal target customers to fishing. 

So in today's podcast, I want to revisit one of my favourite topics because it's one of the most valuable things you can do in your agency and talk about the importance of building your mailing list, and more specifically, how to get new subscribers to join your list. Now I've spoken about the importance of building your list before in episodes 5 and 30, but today I want to dig in to talk about how you can get more subscribers.

Now hopefully, many of you will buy into the concept of building a mailing list. You'll also know that it's not really worthwhile buying in a list or building a cold list by people that don't know you and have given permission to be emailed by you. So you need to get people to opt in to join your list so that they are a warm, receptive audience. But how do you go about doing that every day so that you're getting more subscribers? Well, that's the topic of today's podcast.

Accelerate your agency's profitable growth with tools, tips, and value-added interviews with your host agency owner and coach Rob Da Costa. This episode of the podcast is sponsored by my own programme, The Agency Selling System. The programme provides you with a resource library of video trainings, tools, and templates for everything to do with new business from your positioning, your marketing strategy, including everything you need to know about building your email lists and creating engaging nurturing sequences to convert your subscribers into loyal customers. Everything to do with selling and client retention and growth, just to name a few of the topics. You can see more about the programme by checking out the link in the show notes and as a thank you to my listeners for following me on the podcast. If you use Podcast10, that's podcast number 10 at checkout. Then you're going to get a 10% discount off the programme.  Okay on with the episode and this particular episode is action-packed, so it's well worth you sitting down and grabbing a pen and paper so you can take some notes. 

Every business will have two or three marketing activities that work well for them and deliver good results.

And these were based on the type of content their audience likes to digest, and also on the things that you're good at doing, whether that be making videos or recording a podcast like this or writing detailed blogs. But one of the things that are non-negotiable that every business should be doing and underpins so much of your other marketing activities is building your mailing list. Consider that every warm lead that you add to your list is worth £10 a month in revenue, Then hopefully you would be motivated to want to add more contacts to that list, and secondly, you would want to communicate with them frequently so that you can convert those contacts into revenue. Now, of course, you want to make sure that you're adding value when you send emails and you're not spamming your audience. And you also want to make sure that you are getting the structure and the content of your emails right, so that you're focusing 80% of the time on value and 20% of the time on selling. But that structures a topic for another podcast. Basically, the bigger the list, the more value will get from it. And communicating regularly with your list means that you're keeping your list clean and you are keeping them connected with your agency.

Now, if you want to win new clients, not only do you need to demonstrate that you're good at delivering your service, whether that be web design or writing or SEO strategies, but you also need to be showing up as the expert and the trusted advisor, and your email marketing strategy is a great way of doing that consistently by showing up in your prospects inbox and providing them with small bite-size pieces of value whilst demonstrating your expertise. Remember that we have to take our prospects through that no like and trust funnel and email marketing is a great way of building all three of those stages. 

But another way of providing even more value and positioning yourself as that trusted advisor and expert is by offering a more detailed lead magnet. So you may well have heard of this term before, but let's just take a step back. For those who haven't and explain exactly what a lead magnet is. As the name implies, a lead magnet is something of value that is going to attract your ideal target customer to part with their email address in return for receiving this lead magnet. Now it needs to be something that genuinely provides value so that it demonstrates your credibility and understanding of your client’s challenges. So what could a lead magnet be? Well, it could be a number of things from a detailed 10-page guide to a one-page template or top 10 tips. It could be a video lesson, or it could even be something like a quiz that provides some insights for the reader once they have answered the questions, and, of course, they received those results fire an email once they've submitted their email address. It just needs to genuinely impart some value to your reader. It's going to focus on the ‘why’ and the ‘what.’ And of course, when the client works with you, you're going to be delivering the ‘how.’ 

Now one of the questions that people often ask me when I'm talking about this with my private clients are my group coaching programme is, they say. But, Rob, I'm worried about giving so much information away that they won't actually want to work with me. But the reality is that clients come to you because they are time-poor and they don't have the time or the resources or the skills in house to solve the problem. And so they just want you to take the problem off their hands. So let's remove that as one of the reasons why you don't want to produce a detailed guide or you fear giving too much value away. Remember, people are time-poor. They've got time to go and figure this out for themselves, and they want you to solve the problem for them. So the lead magnet is just going to be providing them with some value and showing them via this value that you are the right person on the right agency to help them.

Now one mistake that I've made in the past is producing so many pieces of content for my lead magnet, and thinking that I need to have lots of these mitt lead magnets, and that's the right way to generate more email sign-ups. But the reality is that you only need one or two pieces of really great killer content to act as your lead magnet to start getting regular subscribers to your email list. So let's dispel another myth, which is I need lots of these lead magnets. No, you don't just start with one. And again, if I could go back in time and give my younger self some advice, I'd say, Rob, you don't need to have 20 or 30 lead magnets on your website. Start with one. Make it the best piece of content that you can promote the hell out of that, and then over time, you can add more to it. But just start off with one and market it really well. Oh, and by the way, let's dispel. Another myth here is that you don't need to spend thousands of pounds getting it beautifully designed pdf. Obviously, if you're a design agency, it needs to look like and you might have those design capabilities in house. But if not just used canvas and create a nice template so that it's easily readable. Remember, people are judging you based on the quality of the content. They're not judging you on the design. 

Okay, so now you've got this one piece of killer content for your lead magnet, and you've created a nice PDF or you've shot a video. Well, you've written the quiz. Where do you promote it? And how do you get people to start engaging with your lead magnet so that they can access it in return for their email address? Well, the best place is going to be your website, and what you want to do is create a specific sales page or landing page on your website so that when they arrive, they're seeing some really engaging and enticing content. It's almost like an ad if you like, to encourage them to download the lead magnet. Now, this sales page needs to lead with your client’s pain and then show them how your lead magnet will help them start transitioning away from being in pain to not being in pain and how to do that as quickly as possible.

Now I'm going to do a future episode on the anatomy of a great sales page. But a quick overview of a sales page needs to start with a really engaging headline, which typically looks like how to achieve a desire without getting stuck on an obstacle. So a recent headline for one of my cells pages using this formula was: “How to increase your profits without fear of losing clients?” So take that approach to your headline and then promote the freebie. The killer content is the lead magnet.

Now you're also going to want to include some testimonials or which could be written. Or there could be a video of people that have used your freebie and get value from it. So that's something to bear in mind to get some feedback from people, and a really important point is that you want to make it really easy for your reader to access your freebie. So make sure that right at the top of the sales page, almost below that headline and what we call above the fold, you've either a form that they fill in, which might just be their first name and their email address or a button to click on, which will open up a pop-up form. And you want to make sure that that's not buried somewhere at the bottom of the page. In fact, you're probably gonna want to include this but formal button at least twice on the page, once at the top and once at the bottom. And if you're using a long-form sales page and you're probably going to have it in the middle as well. So don't be afraid of putting that several times and making it really easy for your reader to access it. So, as I said in a future episode, I'll go through the anatomy of an ideal sales page. But that just gives you a kind of quick snapshot and have a look around my website to see some examples of sales pages. In fact, I'll put some links into the show notes. 

Okay, so you've written your piece of killer content. You've created this amazing, engaging sales page. Now we need to link it all together using the right tech. Now, sometimes this can feel really overwhelming, and actually, it's a barrier for some people to start building their email list. But at the end of the day, it's pretty simple. So let me outline the tech, and the process is you need to connect all of these pieces together. So basically you need three things. A website to host yourselves a page, an email automation system to send out the killer content and then subsequent follow-up emails and a form that people fill in to request the piece of killer content in the first place. So let's break these down, and we're going to start off with the email automation system. So you want to start using something like convert it or Mailchimp or ActiveCampaign. And I've personally used all three of these over the years. But now I host all my emails in Cartwright, which is an all in one system, and my websites are also hosted there. My email automation system, my forms, my videos and so on. But I would start simply by using one of the systems that are just off for email automation, and I'll list all of these in the show notes. Now, of course, you can also need a website, and I hope that with the website that you have you can easily create new pages yourself, rather than having to go back to your web development agency every time you need a new page. And certainly, if you use a platform like WordPress and a design system that sits on top of it like Thrive Architect, it will be very easy for you to create a new page. In fact, tools like Thrive Architect and Kartra that I use give you lots of pre-designed templates for sales pages, which are a great starting point. 

So now you've designed ourselves page. You need to connect the form to the email automation system, and you'll be able to do this in one of two ways. You either create the form in your web development platforms such as Thrive Architect, and then you link it through to your email automation system, or you create the form in your email automation system and embed it on your website. Now I know that might sound complicated, but trust me, it's not. It will take you 10 or 15 minutes now, of course, to ensure that you are GDPR compliant. You'll also want to make sure that you have a tick box confirming that the reader allows you to send them further emails. And your email automation system will make this very straightforward to add that in. In fact, usually, it's just part of your settings to say you include GDPR compliance approval. I hope that doesn't sound too complicated because it is really very simple. 

So the final piece of the jigsaw is the emails that you're going to send once they've given you their email address and requested to receive your lead magnet. And the nurturing sequence of emails that you send after they've downloaded the lead magnet is really important so that you can start to move them through the sales funnel and build that know-like and trust journey with your ultimate goal, being a meeting to discuss a potential project that you could help them with.

Now, one piece of really important advice here is that make sure you deliver your lead magnet via email. Don't just redirect someone to another page on your website where that PDF appears because that will encourage people to give you bogus email addresses. Whereas if they know that you will send the lead magnet via an email, then they have to give you their correct email address, so that's a really important tip. Also, by doing this, you force or highly encourage people to tick that GDP our compliance box. So word it carefully, such as in order for me to send you the guide you have requested. Please confirm you’re happy to receive further emails from me and tick the GDPR compliance box. Now the sequence of emails you send once they've requested your lead magnet deserves a podcast episode in itself. But I put together a lead magnet of my own, which is a welcoming sequence of emails that you would send to somebody once they've subscribed to your list. So if you want to grab a copy of that lead magnet, I'll put a link in the show notes.

The first email you're going to send immediately upon them completing the form is going to be the email that delivers your lead magnet or your killer content. And you can store that, for example, on Google Drive and then put a link to that in that email. Or you can send it as an attachment and that both of those approaches have pros and cons, and this will largely be dependent on the email automation system you use in terms of which allows you to do what? As I said, both have got their pros and cons. But again, just a reminder. Don't deliver your killer content directly on your website unless you want to receive loads of bogus email addresses. 

Okay, so you then want to send them further emails over the next week or so, which digs into certain aspects of the lead magnet that they have downloaded in more detail. So, for example, in my case, if you download my self-running agency book over the next five days, you're going to receive a series of emails that include videos of me diving into certain aspects of the book in more detail. Now, this is a really good idea because some people like to read and some people like to watch videos and so on so I'm covering all the different variations of different readers. Then the follow-up emails will become less frequent over time. But you probably want to end up with a sequence of about 10 to 15 emails sent over the next 30 to 60 days. Remember, your goal with these emails is to nurture them through the sales funnel so that you can identify your five-star prospects who you're hot prospects and start having a more personalised engagement with them to discuss a potential project. You shouldn't fear sending that many emails over that period of time, because remember what we said at the beginning. Your subscribers are worth £10 a month, and you need to identify those hot prospects that you can start engaging with. And if they have requested to receive your lead magnet, and in the emails you send, you continue to delve into that particular topic. Then they're going to be receptive to them, and your open rates should be high. Okay, so I feel like we've covered a lot in this episode, and as I said at the beginning, I hope you grabbed a pen and paper and took some notes.

I hope that it makes sense, and most importantly, I hope it inspires you to start building your email list if you haven't done so already. Now don't forget I've put the links to the email automation systems in the show notes. I've also put a link to my lead magnet, which is a welcome sequence of emails. You can grab that for free, and you can just see how all of that works. But other than that, go forward and create your email list. I hope you found this useful. Please hit the subscribe button. As you know, please leave a review if you enjoyed it, because that really helps me reach more people. But other than that, I will see you next week for our next guest interview on The Agency Accelerator Podcast.

How to build an email sales funnel

How to build an email sales funnel

Have you been struggling to build your email list?

Would you like to build an automated lead generation system?

Well I have some answers for you in this week's episode of The Agency Accelerator Podcast, I talk about the importance of email sales funnels and how you can build one, along with some great tips that can help you nurture and grow your email list.

[0:45] Importance of Email Marketing.

[2:10] Why you should be focusing on Email Marketing.

{03:35] It's never too late to start building your email list!

[5:17] Be context specific with your content to generate lots of email sign ups.

[6:26] Website pop ups are great but use them effectively to capture email addresses.

[7:44] How to nurture your email list.

[10:31] Getting the balance right between providing value added content & driving sales through your emails.

[12:32] Importance of email sales funnel strategy.

[15:35]The importance of sending personalised emails

[18:17] Nurture your subscribers through 3 stages of email sales funnels

To know more in detail about email sales funnel, download my ebook.

Subscribe & Review

Are you subscribed to my podcast yet? If you’re not, please do so to avoid missing out on any episodes!

You can subscribe/ follow on iTunes, Spotify or directly from my website.

I would be very grateful if you left me a review over on iTunes, too as they will help other people to find my podcasts and it's also great to read your comments!

Thanks so much,

Rob

Interview with Dan Englander – New Businesses & Lead Generation

Episode 29 - Dan Englander

DID YOU KNOW?

Building your agency based on referrals is like jumping into cold water!

Also, if you think Lead Generation is nothing more than picking up the phone and setting up meetings, then you're wrong!

In this week's episode of The Agency Accelerator, I'm excited to have Dan Englander. He is the CEO and founder of the Sales Schema, a lead generation firm for boutique ad agencies, and a fellow podcast host of the Digital Agency Growth Podcast. He is also the author of Mastering Account Management, the B2B sales blueprint.

We are going to be talking about new businesses and lead generation

[0:47] Introducing Dan Englander.

[2:10] What does Sales Schema do?

[4:01] My conversation with a potential client that built their business based on referrals.

[4:48] Building your agency based on referrals is like jumping into cold water.

[5:43] Dan's advice to agencies that have realised that relying on only referrals isn't going to be enough to help them grow.

[7:42} Importance of niching.

[9:08] Why are agencies today scared to commit to Niching?

[12:41] The question you need to ask yourself to find your niche.

[13:54] Dan's point of view on the impact of ongoing pandemic on businesses.

[19:28] Importance of Email Marketing.

[20:39] Under appreciated facts about B2B sales & marketing.

[21:14] Importance of having an authentic approach across all communication mediums.

[24:08] Getting under the skin of your clients. 

[27:08] When your clients ask for ‘A’ but they actually need ‘B’!

[31:55] The biggest ingredient for a successful business is consistency.

[33.38] It takes 13 months for someone to come into my world, learn with me and to buy from me. 

[38:01] Dan's one piece of advice that he would like to go back in time and give to his younger self.

[39:04] Where can you find out more about Sales Schema?

For more info on Dan's agency, Sales Schema, visit the website.

Also to learn more about niching, you can download my e-book 'Defining Your Niche'.

Subscribe & Review

Are you subscribed to my podcast yet? If you’re not, please do so to avoid missing out on any episodes!

You can subscribe/ follow on iTunes, Spotify or directly from my website.

I would be very grateful if you left me a review over on iTunes, too as they will help other people to find my podcasts and it's also great to read your comments!

Thanks so much,

Rob

>