Copyright 2012 – Eric Bobrow
All rights reserved – do not reproduce or distribute
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— Eric
Quick review of course website additions:
End of the course coming up soon – what’s ahead…
Converting visitors to leads – so you can stay in touch
Developing a relationship, becoming familiar
Multiple touches, reminders of who you are and what you offer
Ultimately – to “Know, Like and Trust” you and your firm
“Who you gonna call?” [Ghostbusters]
Offer something of value in exchange for visitor email or physical address
An “ethical bribe” – give them something nice/useful/valuable
Alternative ideas: offer free consultation, or to send something by mail
Old school, but still can work – “sign up for our email list / newsletter” – but it isn’t nearly as effective
Your offer should relate to your design practice
Consistent with your brand, your expertise, and what people need or are looking for
Offer something they want, rather than information about you and your services
Examples:
Can help with SEO – if done properly, the page with the lead magnet can rank – example: Small Lot Subdivision -> Modative
Compelling / intriguing subjects:
Primary aim (visible and obvious):
Secondary goals (subtext):
Advertise the Lead Magnets prominently on your site
Common places to mention and link to them:
General tip – “above the fold”
Where to get an opt-in form
Place the opt-in form on a page or in sidebar with a clear explanation of what they will receive
Give several good reasons why this is of value, and perhaps what they will miss out on if they don’t opt-in
Assure them that you won’t send them spam, and that they can opt-out at any time
Make the “Call to Action” explicit – tell them to “click the button” and that they’ll get immediate access
Set up the URL for the “thank-you page” (where they go after submitting the form) to the page with the goodie
Demonstration:
Don’t add this “fulfillment” page to the site navigation – keep it “unlisted”
On this page thank them, reassure them about your use of their email, and encourage them to “consume” the item
If the offer is for a report or e-book, provide a link to this file
You can use WordPress or an FTP utility to upload the file to your website hosting account; copy link from there
Demonstration:
Provide a way to get back to your main site or a related page so they can keep browsing
Try this out yourself, make sure you can access the thank you page and get the report or video
Have a friend or colleague do the same, see if they need any extra assistance or clarification
Adjust the instructions accordingly
Check whether the contact info is received from the contact form (manual notification by email) or in MailChimp
Devising a plan, thinking about what to share with your leads
Email “blasts” – newsletter, announcements – about projects, content on your site, general news, etc.
Autoresponder – a sequence of informative emails sent out over a number of days or weeks following signup
Telephone and Direct Mail
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