You want to SIGNIFICANTLY grow your business through your website, you’re too busy to read through the full strategy series and you’d be interested in someone else helping with the implementation of a growth strategy for your business.
Why Should You Keep Reading?
I want to start with a few industry stats.
New customers are 5X more expensive than existing customers.
A 5% increase in customer retention can increase a company’s profitability by 75%.
Approximately 96% of visitors that come to your website are not ready to buy.
On average, a lead requires 10 marketing-driven ‘touches’ to convert.
Those that take those stats to heart and use them to create an online strategy that really works, and those that don’t.
For example, if 96% of visitors that come to your website are not ready to buy…
Are you nurturing these 96% of visitors, offering them value and making it easy for them to choose you when they’re ready to buy? Or…
Is your competitor taking steps to build a relationship with potential customers, and they are the business that visitors turn to when making purchasing decisions?
There’s A Proven System To Get Customers – And You Probably Haven’t Even Noticed
Companies with billions of dollars have been perfecting it. You’ve fallen for their system in the past, but now you can learn how to use it for your benefit. Walmart, Starbucks, Amazon, Nestle, L’Oreal, Apple, and almost every single successful large company has it in place and it’s also used extremely effectively by successful small companies!
It works if you sell physical products, or digital products.
It works if you sell services or goods.
It works if you’re a tiny business or a business behemoth.
and it works ridiculously well!
Why Does It Work?
We’d love to call this system the ‘Lab41 SitePRO Formula’ but it’s basic business, and it’s been covered in every basic business course. The trick is the how! How to implement a growth strategy for your business, and that’s exactly what we offer at Lab41 (at a fraction of the cost the big companies pay for it)!
They buy an outcome or an ‘After‘ state and a good product or service will move them smoothly from a ‘Before’ to this ‘After‘ state. The way to maximise this gap and conversion rate is through communication which is best communicated with emotion!
Business is about trust. You offer a product/service and the customer pays you for it. There is a trust relationship here. They trust that your product/service does what you say and you trust that they’ll pay you. Simple.
Let’s compare it to a love relationship. You first buy a person a drink, then you ask them their name, then go out a second time, get to know them, ask them out, get to know them some more, and if they’re the right one you ask them to marry you. This takes time and probably shouldn’t be rushed.
Let’s see how most businesses would approach this online…
‘This is me/my website, this is what I offer, this is what I cost… will you marry me?’
Whoa! Slow down. That’s a MASSIVE jump of trust!
But that’s exactly what happens, and you’re probably doing it. Just look at your website. It’s all about you, what you can offer, what you charge and a buy/checkout/enquire option.
Can you see how this stat requires a mind shift if you want to convert visitors into customers?
Approximately 96% of visitors that come to your website are not ready to buy.
How To Get Your Sales Where They Should Be
Easy. Slow down. Remember that you’ve never met your website visitor.
Is your business offering every website visitor a marriage proposal without even knowing their name?
Break up this massive trust gap into smaller less intimidating offers. Don’t start with marriage, start by getting to know your website visitors’ names!
The 4 Step Lab41 Sales Explosion Process
I’m now going to show you how we solve it, the system we use, if you’d like us to help, what we can offer you, and what it costs.
Step #01: The 1st Trust Offer
The first step is to stop talking about you and offer your website visitors something for free that they really want and make it about them.
We call this the ‘1st Trust Offer’. It’s about you offering something to your website visitors for free in exchange for their name and an email address. Have a look at one we use here!
It’s like offering to pay for drinks. Instead of your opening line being ‘Will you marry me?’ it’s more like ‘Can I buy you a drink?’
You’re much more likely to get to know their name this way! The same applies to your website, first offer something for free in exchange for a name and email.
We then combine this with an optimized landing page or squeeze page, as well as some well placed call to actions, and it can boost your conversion rate from 3% to 40%!
What About The People Who Didn’t Give You Their Name & Email?
Not everybody will give you their details straight up. You might need to build even more trust before they’ll even give you their name! So…
Introducing The Remarketing Addon
What you do is place a little tag on ANYONE that visits your website but doesn’t take up your ‘1st Trust Offer/Lead Magnet’ and then for the next 60 days you show specific adverts promoting this free offer. You only show the ads to them and you only have to pay for the ads that they see. It’s targeted, effective, and affordable! You’re targeting a visitor that has already shown interest in your offering. They see your ads around the web which builds brand familiarity, reminds them of your offering and builds trust. Remember this stat:
On average, a lead requires 10 marketing-driven ‘touches’ to convert.
So we show them the ads for 60 days all over the web. This exceeds these 10 marketing touches and gets them a lot more trusting and familiar with your offering and ready to give us their name and email. a little like seeing somebody 10X or 15X in 3 months. Even though you don’t know their name, they’re more likely to accept your offer of a free drink.
Where Do We Show Them These Ads?
Facebook
Twitter
All Over The Web As Display Ads
How Effective Are They?
So now that you’re offering something of value for free, and creating massive brand familiarity and exceeding the 10 marketing touches, guess what? It’s effective.
Re-targeting can lead to a 150% higher conversion rate over time.
So now that you’re on a first name and email basis, it’s time you strengthen the relationship.
So please…please…don’t ask them to marry you yet, remember that you only know their name at this point and the drinks have just arrived!
We’re now going to look at the big jump of asking them to trust you enough to take out their credit card, but hold on before we do that!
They’ve seen and read your ‘1st Trust Offer‘ and loved it and know that you’ve added value to them for free. So now you continue along this process of building more trust and adding value. Remember that I said “People don’t buy products or services, rather they buy an ‘After’ state?” (Good, you were concentrating!)
So what you now do is increase the gap between their ‘Before’ state and their ‘After’ state through communication with emotion.
So, How Do You Do This?
You schedule 10 automated but carefully crafted emails that appeal to emotion and communicate the gap between the ‘Before’ and ‘After’ state for maximum effect WITHOUT selling anything at the start. The goal again is to add massive value without selling. It’s vital that your first email is incredible since first impressions DO count and if people aren’t impressed with your first email, they’re not going to go any further!
So you might have the following automated email structure…
Introduction – Use the first email to re-iterate who you are and what you do. Don’t sell! (Remember this is the first step after you’ve bought the pretty lady a drink and she’s told you her name! It’s time you introduced yourself.)
Interesting Article On Your Website #1 – This email draws them to this article with the goal is to educate them, not sell to them. Show them you’re a thought leader with an article that will help them.
Interesting Article On Your Website #2 Focusing On Outside Thought Leaders – This shows you’re not selfish and know people in the industry. It also educates the audience.
Interesting Article On Your Website #3 – More education about the subject that adds value and shows them you’re an industry leader.
Interesting Article On Your Website #4 Focusing On Common Problems – Here’s your chance to highlight how without you, their ‘Before’ state isn’t that great.
Benefits – Focus on how good their ‘After’ state will be if you help. Still don’t sell to them!
Testimonials/Success Story – How you’ve helped many people who are in their current position. They can associate with your ‘ideal’ customer and it builds trust.
So by now they really trust you, and you’ve communicated with emotion and maximized the gap between the ‘Before’ state and their ‘After’ state.
It’s time you introduced the ‘2nd Trust Offer’, because they’re now ready to see how you can help them!
The Goal Of Your 2nd Trust Offer
The simple goal of this offer is to turn them from being a lead into a customer.
You need to offer them an unbelievable offer at a very low price and possibly even at a loss to you, with the only goal being to get money to change hands. Somewhere between $1 and no more than $20!
Yes, you heard me right. You need to get them focused on the amazing offer that they forget about the money side of it. Need some ideas for what you could offer? Read this: Types Of 2nd Trust Offers.
When money changes hand the relationship takes a massive jump and they now become a client. Boom! You can now benefit from these stats!
New customers are 5X more expensive than existing customers.
A 5% increase in customer retention can increase a company’s profitability by 75%.
You guessed right! They can’t get away that easily! We use dedicated campaign targeted just at these people. They’re obviously not quite ready to be a customer and need to trust you a bit more, so we use the ads to do this. We don’t sell to them, but rather focus on educating them.
How Do The Ads Work?
Each week they will see different ads all over the internet. This stops them becoming ad blind and it also builds trust!
Week 1: Ads That Introduce Them To Your Company (Answers The ‘Who You Are’ Doubt)
Week 2: Ads That Take Them To a Fascinating Article On Your Website (Builds More Trust)
Week 3: Ads That Take Them To Another Fascinating Article On Your Website (Builds More Trust)
Week 4: Ads That Take Them To An Article On Your Website About Problems They May Have (Highlights The ‘Before’ State)
Week 5: Ads That Take Them To An Article On Your Website About The Benefits Of Your Solution (Highlights The ‘After’ State)
Week 6 – 8: Ads That Take Them To Your Amazing 2nd Trust Offer
All these ‘marketing’ touches will boost your conversion rate.
This is what your business is known for! The thing that you wanted to sell to brand new website visitors who’ve never met you before!
Can you see why introducing it further down the process will convert much better?
Your customers trust you more, want your product more, and view you as a better value proposition than a competitor! This is when they’re primed for your core offer!
2 Boosts For Boosting Core Offer Sales
Boost #1: The Remarketing Addon. Yet again you add this in here to boost your conversion rate.
How Do The Ads Work?
Each week they will see different ads all over the internet. This stops them becoming ad blind and it also builds trust!
Week 1: Ads That Introduce Them To Benefit/Feature #1
Week 2: Ads That Introduce Them To Benefit/Feature #2
Week 3: Ads That Introduce Them To Benefit/Feature #3
Week 4: Ads That Introduce Them To Your Core Offer
Week 5: Ads That Introduce Them To Your Core Offer
Week 6-8: Ads That Introduce Them To Your Core Offer
So now that you’ve got your customers to buy your core offer there’s still a lot more you can do!
This is where the big money is made.
Step #04: The Profit Maximiser
So by now your marketing strategy looks like this:
You’ve got your ‘1st Trust Offer/Lead Magnet’.
You’ve got your ‘2nd Trust Offer’
You’ve got your ‘Core Offer’.
It’s now time to introduce the final step. This is where the money is made! It’s where Gilettes has a 4750% profit margin on razor blades. It’s where McDonalds has a profit margin of over 1000%.
Any offer made after the initial this ‘Core Offer’ is a ‘Profit Maximizer’ and is where companies can really get ahead. So make sure that you use this tactic as well in your marketing strategy!
Lots of our customers want to do it themselves and just want a little direction. This is exactly what this is for.
If however, you’d like to focus on your strengths and let us focus on what we’re good at, at Lab41 we can help implement this all for you. Keep reading if this would interest you.
Would You Like LAB41 To Help Implement This All For You?
Let me start by saying that this is a detailed but very effective process. There are many aspects to it and to reap the benefits each step needs to be professionally done.
Remember that this is an asset and not an expense. For as long as you put customers into the funnel, they’ll convert at a far higher rate and you’ll be able outbid competitors for unlimited traffic. (There is no shortage of traffic. Learn why.)
This Is What You’re Building
Cost Overview:
Click on the various items below to find out more details about them.
A fully fledged system that is automated is a MASSIVE business asset. There are many moving parts and it takes time to build out and develop. It must be done properly or you won’t get AMAZING results. Click on the various items below to find out more details about them.
Are You Getting as Many Leads From Your Website as You Should?
Quickly see where you can improve your website with some quick fixes!
We use it to grow your website by 200%. Its easy to use and simple to understand.
You need to activate our lead max app or something similar if not using Lab41 SitePRO. (To capture leads!)
You need our lead nurturing to move people between the steps. (Or a different email autoresponder tool)
2. Re-Targetting Ad Campaign Setup
Bespoke setup depending upon your needs.
Ongoing advert effectiveness optimisation.
BOTH ad platforms (Facebook, & Google Adwords) & the 4 campaigns below:
Campaign 1 – 1stTrust Offer Retargetting (8 Ad Sets!)
Campaign 2 – 2ndTrust Offer Retargetting (8 Ad Sets!)
Campaign 3 – Core Offer Retargetting (8 Ad Sets!)
Campaign 4 – Profit Maximiser Retargetting (8 Ad Sets!)
This gives you an initial 64 ad sets (32 ad sets per platform)!
Over time you need to optimise these ad sets.
3. Website Pages
4X Squeeze Pages Required For:
1st Trust Offer
2nd Trust Offer
Core Offer
Profit Maximiser
4X Thank You Pages Required For:
1st Trust Offer
2nd Trust Offer
Core Offer
Profit Maximiser
Content & Design Creation
Much of this strategy involves adding massive value to your visitors before asking them to become clients, and to do this you require great, well written content. This has a massive SEO value as well viral traffic value. View our SEO Copywriting Service for rates.
How Long Should Your Articles Be?
Take a look at this study of some of the top ranking articles in various industries. If you want to be an industry leader 2000+ words for your 10 content leading articles is a must! a 300 word article promoting your company just won’t work!
1. Great Website Content To Build Trust
11X 1500 to 3000 words of great, industry leading content for each article.
Article Flow Overview:
Introduction – Use the first email to re-iterate who you are and what you do. Don’t sell!
Interesting Article On Your Website #1 Focusing On Something Viral & Interesting
Interesting Article On Your Website #2 Focusing On Outside Thought Leadership
Interesting Article On Your Website #3 Focusing On Industry Information/White Paper
Interesting Article On Your Website #4 Focusing On Common Problems
Interesting Article On Your Website #5 Focusing On Benefits Of Your Product
Interesting Article On Your Website #6 Focusing On Testimonials/Success Story
Interesting Article On Your Website #7 Something Interesting
Interesting Article On Your Website #8 Something Interesting
Interesting Article On Your Website #9 Something Interesting
Interesting Article On Your Website #10 Something Interesting
Image Design For Articles
Giving your article that professional design edge. There is no point spending all the money to drive people to ugly articles! You need a professional image every 250 words.
Article Image Requirements:
Each article is 2500 words so you need at least 10 images per article.
11 articles with 10 images each = 110 custom designed images!
2. Loading The Website Content & Designing The Articles
Let our experts load and design it.
11 articles with 110 images used in them. It’s a lot of work!
3. Email Content To Get Visitors & Build Trust
Short, succinct, with a very catchy title around 250 words in length for around 16 emails.
Then an ongoing optimisation to adjust titles and content so that it’s creating maximium impact.
Automated Email Flow Overview:
Introduction – Use the first email to re-iterate who you are and what you do. Don’t sell!
Interesting Article On Your Website #1 – This email draws them to this article with the goal is to educate them, not sell to them.
Interesting Article On Your Website #2 Focusing On Outside Thought Leadership – This shows you’re not selfish and know people in the industry.
Interesting Article On Your Website #3 – More education about the subject that adds value and shows them you’re an industry leader.
Interesting Article On Your Website #4 Focusing On Common Problems – Here’s your chance to highlight how their ‘Before’ state isn’t that great.
Benefits – Focus on how good their ‘After’ state will be if you help. Still don’t sell to them!
Testimonials/Success Story – How you’ve helped people. They can associate with your ‘ideal’ customer and it builds trust.
Product/Service Education – By knowing more, they’re more likely to buy your core product.
Highlight Problem #1 – by not using your product what’s the consequence.
Highlight Problem #2 – by not using your product what’s the consequence.
Highlight Feature/Benefit #1 – tell them about the best feature.
Highlight Feature/Benefit #2 – tell them about the next best feature.
Highlight Feature/Benefit #3 – tell them about the next best feature.
Testimonials/Success Story – how your core product has helped a similar customer.
Introduce Your Core Offer – explain about your core offer.
Why You’re Cheaper Than Competitors But Deliver More Value #1 – explain why you charge less but deliver more than competitors.
4. Email Introduction Images For All Emails
Make your emails look really professional. Don’t settle for average, we want them amazing!
16 emails each with 1 custom designed header image.
5. Email Loading & Email Layout Design
This builds massive trust as your emails are world class & professional.
16 emails configured to go off at the right time to the right group of people!
6. Lead Nurturing Once Off Configuration
We’ll set it all up for you.
Configure different groups, automatic integration with your website.
It’s tricky but easy if you know what you’re doing!
7. The ‘1st Trust’ Offer Download
Make sure your trust offer looks amazing! It’s what you use to open the conversation so it must be incredible! Check out a demo here.
The Free Offer Design – our designer can professionalize this for you for around $75. It must look amazing though! (Lab41 Design)
Free Offer Download Text – it must add massive value, so we’d recommend it to be 750 words.
We’ll Get It All Done & You’ll Benefit With More Customers!
It’s a comprehensive system and we can create a ‘lite’ version for you. It’s not as effective as the full system but will still give you a massive boost on your competitors!
Before You Go!
We’ve summarised the steps in a handy reference guide.
Download It Now!
Download Your Website Quick Wins Checklist
Quickly see where you can improve your website with some quick fixes!
We use it to grow websites by 200%. Easy to use & simple to understand.
Download your free & actionable '25 Quick Wins For Your Website'.
That’s easy! Applying what you’ve learned in our business growth strategy series to your business!
They say the journey of a thousand miles begins with a step and it’s important that you take the first step in implementing these principles.
If you’d us to help you apply these steps to your business it’s easiest if you have a ‘SitePRO’ powered website. We have these apps and more to help you grow your business. It’s all monthly pay as you go with no risk. Take a Risk-Free Trial and see for yourself.
If you’d just like a little help applying many of these principles to your website take a look at our Strategy Session app.
Alex advises business, individuals, and organizations on how to use the internet to grow. He loves ideas and concepts and uses tech to make them a reality. Online marketing is his passion and loves to share the various tricks, and tools he discovers.
