Implementing This Business Growth System & Costs
The proven business marketing system to grow your business through your website and how to get the most value out of your marketing budget.
See The Power Of This Digital Sales Funnel
What Is This?
- This is a summary of our series “Growth Strategy To Boost Your Business With Your Site By 200%” with a focus on implementing the strategy for your business.
Why Are You Reading This?
- 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.
(View the sources here & here & here.)
So Are You Benefiting From What These Stats Show?
2 Types Of People In The World
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)!
Read More About The Growth Strategy To Boost Your Business With Your Site By 200%.
People Don’t Buy Products Or Services.
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!
People buy on emotion, not on facts.
Read More About How To Increase Sales, Sell More & Increase Your Profit.
Why Your Business Will Never Succeed In Love
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!
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 email address. Have a look at the 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.
Read More About What Is a Lead Magnet & How Does It Help Website Conversion?.
We then combine this with an optimized landing page or squeeze page, as well as some well-placed call to action, and it can boost your conversion rate from 3% to 40%!
Read About The 7 Website Conversion Secrets Of the Highest Converting Websites
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?
- All Over The Web As Display Ads
How Effective Are They?
So now that you’re offering something of value for free, 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.
Read More About Retargetting With Your 1st Trust Offer
Step #02: The 2nd Trust Offer
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 hands 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%.
Read More About The ‘2nd Trust Offer’: The MOST Valuable Business Strategy Change To Your Business.
How Do You Tell Them About This Amazing Offer?
We use the lead nurturing boost again! We use a carefully crafted automated email sequence with the following structure.
- Introduce a Time Limited/Exclusive Offer – that helps them where money is not an issue (i.e. it’s a really great deal for them).
- Reminder About Your Offer & 1 Feature Highlight – make it a no-brainer to take up your offer.
- Final, Urgent Reminder About Your Offer & Another Feature Highlight – give them a final chance to take up your no-brainer offer.
Easy, it’s automated. You don’t even need to think about it once it’s all setup!
Read More About: The Lead Nurturing Addon For Big Wins (4300% ROI)!
What About People Who Don’t Take Up The Offer?
You guessed right! They can’t get away that easily! We use a 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 from 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.
Read More About: The Re-Marketing Addon With The 2nd Trust Offer (This Time Even More Powerful!)
Want a Conversion Catalyst Here To Really Boost Your New Client Conversion Rate?
One boost that you can add in here, is to create urgency or scarcity.
Find out how to implement it by reading: The Urgency Addon (The Conversion Catalyst).
What Happens Now That You Have Them As a Client?
If you got this far, well done. Most businesses stop here but miss out on the most important bit!
Yes, the client has only paid a few dollars but they are still a client and you have an advantage over your competitors.
At this point, you would start another lead nurturing sequence that:
Builds more trust
Communicates the gap between the ‘Before’ and ‘After’ state.
I’d suggest an automatic email sequence that might cover:
- 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.
- Why You’re Cheaper Than Competitors But Deliver More Value #2 – explain why you charge less but deliver more than competitors.
At This Point You’ve Achieved 3 Things
- You’ve built more trust as you want to sell them a more expensive offer than the first offer they bought.
- You’ve enhanced the gap between their ‘Before’ state and their ‘After’ state.
- You’ve created the impression that you’re cheaper but offer more value than your competitors.
So now you’re ready to introduce these new clients to your core offer!
Read More About a Core Offer: Want a Successful Business? Learn From The Best Companies
Step #03: Your Core Offer!
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
Read more about it The Re-Marketing Addon Yet Again (The Secret Sauce!)
Boost #2: The Urgency Catalyst. The Urgency Addon The Conversion Catalyst
Don’t Stop Here! You’re Almost There!
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%.
Read more about A Marketing Strategy Case Study To Make You Unstoppable
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!
2 Boosts For Boosting Your Profit Maximiser Sales
Boost #1: The Remarketing Addon. Yet again you add this in here to boost your conversion rate.
Read more about it The Re-Marketing Addon For Profit Explosion
Boost #2: The Urgency Catalyst. The Urgency Addon Catalyst For Boosting ‘Profit Maximiser!
The Lab41 Process Executive Summary
- You’ve got your ‘1st Trust Offer/Lead Magnet’.
- You’ve got your ‘2nd Trust Offer’
- You’ve got your ‘Core Offer’.
- You’ve got your ‘Profit Maximiser’.
We then introduced 3 boosts/addons
- Lead Nurturing
- Retargetting
- Urgency
That sums it up! If you want to read it in detail please review our ‘Growth Series’ that starts with: Growth Strategy To Boost Your Business With Your Site By 200%
Do You Want To Do It Yourself?
Lots of our customers want to do it themselves and just want a little direction. This is exactly what thi
