COSLTY LEAD GENERATION

MISTAKES TO AVOID

ONLINE

By: Otoabasi Umonting |

6

Traffic is a broad topic, but I'll do my best to compress it within the context of this post. What do I mean by "blind traffic"? When you send the wrong people to access your content. Targeting can be a headache sometimes when one is setting up ads. I had a chat with a Realtor at one time, and he was telling me about his dilemma with the leads he got when he offered a free report on his website. His targeting was too broad, and over 90% of the leads he got were not ideal. If you are targeting a very broad audience based on the keywords you choose, you are going to get a list of unqualified leads (i.e. people who do not need your services, or came on board to access a freebie, or did not fully understand your message. Always be specific in your approach, even if some people will not take the desired action, at least the amount of drop-offs will be far less on the long run.

MISTAKE #1

BLIND TRAFFIC

MISTAKE #2 ‘HORRIFIC’

LANDING PAGES!

Business owners/managers still don't understand the importance of setting up proper landing pages for their products and services. I have clicked on ads put up by business, which has taken me to their website’s homepage. This can end up being a turn off for the visitor because there is no congruence between it and the add. If you are doing this, then you are wasting your advertising dollars. If you want to create a high converting landing page, focus on these 3 things: • Headline: focus on a core problem • Copy: highlight the benefits • Call to Action: be straightforward Again, specificity is needed here. If you have several products/services, create landing pages for each of them, and then drive traffic to those landing pages. That way, you will be able to track activities more effectively. Determine your KPIs, and align your campaign accordingly. Success in this will involve a series of testing, so it’s not a “one size fits all” approach.

What does this mean? When every content for your business is created by every individual you outsource your work to, without any input from you. When you get a piece of content here and another piece there, you end up with a combination of disjointed ideas from different mindsets about your business, which has the potential of confusing your prospects. What you need is "Congruence“ (there goes that word again)! You have to own your content. Every piece of content has to compliment each other. To make this work, avoid giving out your content creation work to several people. Find a particular person or agency (if you can afford it) and work with them. Better yet, create it yourself (if you can), and then work with someone who has both copywriting and marketing skills to help fine tune the content.

MISTAKE #3 ‘DISJOINTED’

CONTENT

I'll give a few examples of this one... "Sign up for my free ebook" - okay, interesting! What is the ebook really about and why should I sign up? I see this a lot on websites... it's a very terrible approach. With the vast amount of information floating around, people are becoming more and more overwhelmed, and are now looking for filtered content that are easy to consume and are result driven. They don't need just another ebook, they need results (most ebooks people download hardly get read). Your approach should be to pick out an aspect of your service that can solve a specific problem and give it out for free. When people who are interested opt-in, you can then offer the full package with the promise of the overall results.

MISTAKE #4 ‘TASTELESS’

LEAD INCENTIVE

If you have been running your business online for a while now, you must know how important it is to setup effective marketing funnels. A leaky funnel is detrimental to any business with a digital presence. This is basically a funnel that breaks at a certain point (e.g. the web form not submitting the lead opt-in details; or your automated emails not going out as required). If you do not set things up properly from point A to point B, then you are bound to lose out in the end. Technical issues are inevitable, and if it can happen to technology giants like Facebook, Amazon and Google, then no one is an exception. You have to consistently check your funnels to ensure everything is working well, otherwise you will end up with traffic, but no leads or sales, and money down the drain.

MISTAKE #5 A LEAKY FUNNEL

People often get confused when it comes to tracking their business's online activities. If you are running ad campaigns to your landing pages, it is important to track everything that is happening. Without a proper KPI (Key Performance Indicator) system in place, it'd be hard to figure out which campaign is doing well, and which one aren’t. You need to know where your website traffic is coming from and which landing pages are converting the most and why. Social Media platforms like Facebook, Google, and Twitter all have inbuilt analytical tools that one can use to monitor their progress within these platforms (especially if you are running ads). If you own a website, you need to integrate Google Analytics, and other tracking tools necessary to give you a sense of direction with regards to traffic, leads, and conversion and any other online activity you wish to track.

MISTAKE #6 ZERO KPIs IN

PLACE

LET ME HELP YOU DESIGN A ‘DYNAMIC’ MARKETING &

SALES FUNNEL SYSTEM.

COPYRIGHT © 2016 – OTOABASI UMONTING |

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