I feel like I’ve gone over some problems with the website industry tediously and why so many small businesses fail to make it online.
Simply put, a website is seen as a direct way to sell your service or product. This is not true.
The purpose of a website is to be a stepping stone between a random visitor and a follower of your company. A follower can turn into a customer, but a visitor often won’t.
Here are my steps on how to transform a visitor into a follower without an email!
Persistence of The Customer/Company Relationship
I want to talk about the persistence of the relationship between a prospect and your company from the perspective of a website. Best case scenario, a prospect finds your website and begins to read everything you’ve ever posted. In another scenario, they get to your website and leave immediately. This is the worst-case scenario. My first question is does your website track the difference between these two customers?
What hard metrics are you using to make sure that you follow the best client and differentiate them from the worst?
If your answer is none, you need to figure it out. Otherwise, that website you spent thousands on isn’t worth more than a domain.
Don’t worry though! It’s not very difficult to correct this.
Here are just a couple ways.
Install A Facebook Pixel To Track The Best Visitor
A Facebook Pixel is surprisingly underused by most small business owners and many website developers won’t install them because they don’t work in marketing.
Here are just a few awesome ways you can use your Facebook pixel to keep track of your visitors.
Let’s say you gauge a client’s interest based on how long they are on your website. If the average session time of a visitor is five minutes, let’s say a serious client looks for seven minutes.
This pixel will allow you retarget only people who’ve stayed on your website for seven minutes so you are targeting only the type of visitor that is ready to make a purchase.
Run An Ad Sequence To A Visitor That Hasn’t Opted In
Another option you can use your Facebook Pixel for is to create a five-day ad sequence that you would normally send through email. Note, this is a high-level marketing, but I’m going to walk you through it for the sake of inspiring you at the possibilities.
Essentially, you would set up five different custom audiences. The first would include people who have been on your website in the past day. From there, you would continue to exclude the last amount of days.
Marketers call this an evergreen campaign because it continues to run the same but with constantly different people.
To learn more about what content to put in this sequence, read my article on The Soap Opera Sequence!
Give A Visitor The Content That They Want!
If you are focused on building your content for your company, you probably blog. Let’s say you discuss various topics that have to do with your blog. For example, I move between Facebook Ads, Websites, Messenger Bots, Email, and Funnels. That’s quite a wide net. To be honest, most people care about one category much more than another. I never want to spend my money showing email information to a visitor that is interested in Facebook Ads? It makes no sense!
To implement this content marketing funnel, you want to place a specific custom pixel event in every blog post you have. Split it into each category and place each event in your blog posts accordingly.
Structure the content marketing funnel by first starting with the overarching problem you solve. Break it into three sub-topics and create a blog post or posts on all of them. Install an event on each named by their category. From there, show these audiences an offer or resource you’ve created needed in that category.
Finally, say, “I know that this topic is important to you, but have you thought about how important topic two and three are to getting results?”
This sells your main service by using the topic they care about, while bringing the other topics to their attention.
If you need help understanding these topics, schedule a free call with me to talk about your sales goals or read more of my blog!