In Part One of my ‘Nose to tail marketing’ article, I was looking at why so many potential sales and connections are lost because a website landing environment has simply failed to understand the problem the customer is facing. Whether that’s from ‘normal’ Google searching or paid-for advertising (PPC).
Often landing pages are too generic; don’t cover the product or service that was ‘Googled’; don’t answer the right questions; or simply fail to ‘move customers forward’. All criminal in my book!
Helping the prospect to ‘move forward’ is key. ‘Googling’ is a very uncommitted search process. Your job – when they arrive on your website – is to move them from ‘uncommitted’ to ‘genuinely interested and ready for the next stage’.
The kinds of things I’m talking about are:
- Offering me really helpful information that relates directly to my issue and that helps me understand my problem – and the solution – in more detail.
- Allowing me to chat online – there and then – to ask my detailed questions
- Giving me the opportunity to design it, build it, draw it or in some way helped me specify what I need in more detail
- Suggesting I book a convenient appointment to discuss it more fully
- Or, giving me the chance to book a ‘call back’
- And, critically, confirming any interaction has been received / acted upon (avoiding the dreaded ‘website black hole’ syndrome!)
Too often, attempts to move prospects forward tend to look like one or more of these …
- Being generic sales@, info@, enquiries@ email address where I have no real confidence that anyone is monitoring the info@ inbox (most aren’t)
- Offering a standard ‘enquiry form’ to complete with little specific relevance to my enquiry – very disheartening
- Suggesting I ring them in office hours or leaving a bland ‘out of office’ answer message that they’ll ‘call me back’ – most don’t!
- Asking me to download generalised marketing information that tells me what they sell, but doesn’t help me understand what I need to buy!
It’s easy to assume that the client ‘will work it out’ for themselves. To rely on the fact that all the info’s on your website … somewhere! Success comes when you plan for it rigorously.
Planning for success
So, back to my client that I referred to in Part One – she’s been planning her first ‘grown up’ Google Ads campaign and has left no stone unturned in her pursuit of ‘moving the customer forward’.
Here are the sorts of things she’s done to optimise the chance of her success… she has:
- Engaged a PPC professional to help because she knows she doesn’t understand it (and no, I don’t mean me!!)
- Been really specific WHO she is looking for – and has worked hard to see the problem from THEIR perspective – it’s worth saying that her target clients are in the USA and therefore are likely to be searching out of our normal office hours, so she has to work hard to maintain connection
- Designed a ‘landing page’ within her website that directly addresses the specific search criteria in her campaign – making it super-relevant to prospects
- Been really clear about her ‘next step’. Hers is a very specialist concierge support service and her goal is to discuss the client’s enquiry with them in more detail. … which is why has set up a ‘book a discovery call now’ opportunity so people from the US can ‘move forward’ despite it being outside of our normal office hours when they are searching
- Kept the momentum going by asking for relevant pre-call background information – the kinds of questions that help the prospect understand their problem better, as well as being very useful to my client in her sales process
- Created a really supportive and personal ‘thank you page’ when people book their call, where she also offers a free book that she’s written – the content is SO perfect for her prospects, they’ll be biting her arm off to get a copy!
- Developed a series of helpful emails that are triggered as soon as the call is booked. This supports the whole process and will really help build rapport and relationships
- Been super friendly and personable throughout, making it really easy to trust her and her expertise
- Tested the process rigorously
And all this has been achieved in under 2 weeks. It’s not been rocket science but it has involved careful thought and planning.
Can she guarantee success?
The campaign has only just gone live so we really don’t know if it will work. Success is never guaranteed.
But if it doesn’t work, what she will know is that it WON’T be because the system was sloppy or incomplete. Meaning she can focus on adjusting and testing other important campaign elements.
So, when was the last time you got properly ‘nose to tail’ about one of your marketing campaigns?