Something of value to a potential customer in exchange for their contact information. This contact information is then used by you, to “upsell” a solution that more PRECISELY solves their problem.
Subscribe to email
Attended a webinar, live event, etc.
Request free call, consultation
It is a vital component towards building credibility with your customer and there are tons of ideas to work with!
If the Magnet delivers value, then it builds trust in the next funnel stages
Side Note: Make sure you understand what “problem” your customers have. Failure to really hone in on this ONE thing, can make or break your efforts. Use our Buyer’s Persona Template to ensure best results.
What is Value:
Something that solves a PRECISE problem for a PRECISE person.
If you can figure out what that PRECISE problem is, TRULY have a solution to solve it, and build a persona from it. Your lead magnet will be incredibly attractive and desirable.
Why is Desirability Important?
Do you want something you don’t desire?
Would you go out of your way to buy the “Tree Stump-o-matic 3000”? Probably not.
Would you be interested in something called the “Automatic Marketing Generator”?
The more PRECISE your Lead Magnet is, the more DESIRABLE it will be to your IDEAL customer.
Joe’s car is overheating and he doesn’t know why. You offer a tow truck and 10% off repair services.
Joe’s car is overheating and he doesn’t know why. You offer to come to Joe and provide a free evaluation.
Which example offers to solve his most PRECISE problem?
If your Lead Magnet (Free evaluation) is desirable, and it solves your IDEAL customer’s PRECISE problem (Doesn’t know why car is overheating), your credibility will rise.
Being Specific + Being Desirable + Solving Problem = Credibility
Where are you most likely to buy a DVD of your favorite movie…
A sidewalk salesman or Walmart?
According to Software Advice “39% of respondents say monetary or material incentives such as discounts, free swag or gift cards greatly increase their chances of referring a brand.”
Because a quality Lead Magnet helps build your credibility with potential customers.
Joe needs a new TV. He doesn’t know which TV he wants, but sees your lead magnet on Facebook “Guide to buying a new TV”. He clicks on your post, enters his information, and downloads your guide.
He reads your guide and finds it very helpful.
The next day you send him an email with a link to find TV’s mentioned in that guide.
Joe read your guide, trusted the information, and believes that by clicking the link he will receive more useful information, or even make a wise purchase.
This is all because you built credibility with your lead magnet.
So Where Should I Start?
You can use your creativity to think up an awesome lead magnet, or use our 30+ Lead Magnet Ideas Checklist.
Either way, start generating better leads today with what you learn from us here!
Buyer personas are fictional and generalized representations of your ideal customers. It helps us visualize that audience, making it easier to attract them to our offers.
To be honest, this is actually super crucial for driving content, products, services, lead generation, and really anything that involves offering a solution to a customer’s problem.
Image a real estate agent is selling a home for $300,000. They could post it on Trulia and just hope someone finds it. Afterall, many home buyers who visit that website are somewhat interested in buying a home, right?
However, if this agent uses a buyer persona beforehand, finding a buyer could be quicker and easier. Now, let’s say this buyer persona was titled Business Bob. In order for Business Bob to afford a $300,000 house he would need to make $75,000 or more a year. Most people making that much will have attended college. Therefore, Business Bob will have a degree.
and so on….
Remember, a buyer persona will target an ideal customer, by using statistics and facts to craft a generalized personality of your most ideal buyer, which will help you close deals faster and better!
“Got it. A Buyer Persona is an important part of making my business successful….but how do I start one?”
It is a group of information, helpful in better understanding potential customers and creates an easier way to tailor content, products, or services that is attractive to their needs. You may know your target customers are home buyers, but do you know what their price range is? What does their income look like? Would you show the $300,000 house you are selling to a couple who make $35,000 a year?
In order to understand the customers you needs, it really important to create a buyer persona that is detailed and researched.
In a realistic situation, a home could have 15 potential home buyers, a buyer person could help eliminate 90% that can’t afford or even find interest in a $300,000 house. This saves a whole lot of time and money.
Side Note: You can have several different buyer personas, just make sure you use the correct ones for each marketing strategy.
Can I use my Buyer Persona for Marketing?
Absolutely! In fact, in its simplest form it is used mostly for creating a target audience to deliver content for. However, in a broader view, it can help you personalize your business and turn a saturated industry, into your own niche market!
For example, instead of sending generic emails from a subscriber list, you can send exclusive content to you know matters to each persona, because you understand what they are truly interested in. Look at your spam email box, are you actually interested in any of that? Probably not, but if a business really understand what you are into, an properly place email could turn you into a customer.
How to Create A Buyer Persona
A Buyer Persona can be created in many ways, but should include a little bit of research, interviews of ideal customers, and surveys. It should also include a variety of people such as prospective clients, current customers, and other businesses that are within your target audience.
Here are some ways you can gather that information tactfully:
First, check your contacts and look for trends of how they interact with your content or services.
Second, create forms to capture information on your website, like company size, titles, or other relevant information for the persona you are building.
Third, hat can your employees tell you about their interaction with current customers or potential leads.
Lastly, interview those who are interested in your services, product, or content.
How To Find Quality Interviewees for Research
This is a really important and often looked over step in building a buyer persona. Let’s be honest, asking people’s opinions on our businesses can feel a bit intrusive at times. However, it is the most crucial aspect to quality persona’s. Here are few tips:
Your Customer base is a perfect place to start. They know your services, product, and content better than anyone. They have already purchased from you, so they are probably some of your most ideal buyer persona’s!
Talk to both “Good” and “Bad” customers. Those who you know haven’t enjoyed what your business offers and equally important, because they give you a perspective of how your solutions don’t solve certain problems. This will help you craft a persona that addresses those issues.
Tips for recruiting people to interview:
Incentivize. While this won’t always be the case, but offering a simple $5 gift card for a small review that is focused on important questions, can generate you a lot of traffic! It’s very similar to a lead magnet.
Be Clear. Help your customers know, immediately, it’s not a sales call. You’re a real person, asking for 1-2 minutes to better your business.
Make it easy. Offer time gaps for appointments, set up email form surveys, or text message. Whatever makes it easy for your customers to respond and interact, do it.
Ask these questions during you interview.
What is your current Job Title
What skills are required?
What tools do you use to be successful in your position?
Who is your boss?
What industry are you in?
What is the size of your company?
What are your responsibilities?
How do you measure success in your position?
Do you read any publications for learning?
What associations are you involved in?
Personal Demographics (Age, Sex, Kids, Marriage, Income, Etc)
What level of education do you currently have?
What does your career path look like?
What is your preferred method to interact with vendors?
What was your most recent purchase and how would you describe that experience?
Side Note: Asking “Why?” as a follow up question, helps you understand reflecting behavior. This helps you have a deeper understanding of what drove them to give you that answer.
Congrats. You are ready to make your first persona! Simple use the information from your interview and plug them into your persona worksheet.
Once you complete your first persona, you’ll be optimally ready to start your funnel design for great lead captures!
We should be have a broad network of business professionals we work with, if you don’t, you MUST start networking now, because you are missing out on bettering your business.
However, you should have only a few Power Partners, within that network, that help your business bloom. In return, you should be blooming their business as well.
What does this look like?
John is a real estate agent who happens to be friends with a general contractor named Bob. John has a client who is selling a home, but needs their porch fixed to meet the city code. John calls Bob and asks him what steps his client should take. Bob informs John, who then informs his client on what should be done.
That was an example of networking. It’s similar to being a Power Partner, but the difference here is the John didn’t offer Bob’s service to his client, only his advice.
John is a real estate agent who happens to be friends with Bob, a general contractor. John and Bob meet regularly to talk about common issues that John runs into when selling homes. Bob advises on best actions to take for those situations and offers discounts to clients that use his service, when referred to by John. John also helps Bob find homes that need repairs and they work together to flip homes.
John and Bob are not just networkers at this point. Instead, they are building eachothers business in areas where each other are considered “experts”. Could John find another contractor to help with his clients porch? Sure. Could Bob buy houses that he could flip on his own? Yup.
The difference is that John can refer to a contractor that he knows will do an A+ job for his clients, while Bob knows that he is getting the best deal on houses, by going through John for real estate. Mutual beneficial relationship that builds business.
How to find a Power Partner?
There are a lot of factors you should consider, but let’s start with 4.
Do you and your potential Power Partner resonate with with each?
Are there areas you can boost in their business, and visa versa?
Do you both want the other to succeed from each other’s help?
Is it realistic and measurable for you both to take the time to nurture each other?
Being a Power Partner takes work. It isn’t a referral program, it’s a mutual growth program. You both invest in each other through expertise.
What does being a Power Partner look like?
Your partner has a story to tell. Its similar to the Buyers Journey they have a problem and you have a solution, but you need to really understand their problem, in order to provide the best solution.
This isn’t a time to be judgmental, you’re in this together. Listen to understand and give fair advice. Also, don’t be offended if you don’t like what you partner tells you when its their turn.
This is about growth, and there is pain in growth. Be open, be honest, be humble, and be kind.
Some people will say you should get permission first, but honestly, don’t get into a Power Partnership with someone who doesn’t want to be held accountable.
Its hard, for both parties, but if you aren’t going to be great at what you do, why are you doing it?
The President of the United States of America has advisers that tell him the hard truths and hopefully, if they are good advisers and the President is a good listener, good things happen.
You are not perfect and you are probably not an expert in every aspect of your business, so be accountable to your improvements. Be open, be honest, be humble, and be kind.
Again, don’t become Power Partners with someone who you don’t trust their work. Part of being a Power Partner is referring work their way, it’s apart of networking, it’s apart of the small business community.
Your Power Partner may not be the best person for some jobs, so don’t refer them in those situations, but otherwise, they should be your go-to for the areas they have expertise.
The buyer’s journey is a little less known than we would like to admit. It’s probably even more rare that we use it at all in our marketing plans. In fact, most small businesses tend to use a “one size fits all” type of marketing plan. That just isn’t going to generate the type of business we want.
Think back to when you wanted to purchase something yourself. Refer to our Funnel Guide to refresh on what that might look like.
Here is an example of the Buyer’s Journey break down again:
In each stage of this adventure we all go through, we have to take a different marketing approach in order to keep your potential customers attention. Otherwise, we might be missing out on a lot of sales!
Imagine you want to purchase the new iPhone, but you can’t find anywhere that explains whats new about it. No one is really talking about the features, only that it is new. You are more likely to walk away from the idea of upgrading until you find out more information.
This is similar to the failure we something met buyer’s journey, if the right tactics aren’t in place for each stage.
In the next portion of this blog I’ll explain each stage in more detail and how to implement awesome strategies for a successful marketing plan.
This is the first stage. It’s not as clear cut as the other stages and the human element of processing can be tricky to guess too. Nonetheless, it revolves around some basics:
They don’t know they have a problem
They know their is a problem, but not sure what the problem is
They don’t know they have a problem until they experience a solution, to the problem they didn’t know they had.
So how do we deal with marketing to these types of customers?
Society is over being sold to, now it’s about being educated about products/services.
The goal should be to clearly educate about what their problems are. Educate them on the problems that your solutions solve, but not directly what the solution does. There are other stages for talking about your product/services.
Potential issues a customers might encounter in this stage:
Why is nobody buying products from my ecommerce store?
Why do I have high traffic but low sales?
Why are people clicking my products but not actually buying them?
Some solutions that could be titled on your website, ads, blogs, or landing pages:
Improve your ecommerce sales with this ONE technique
12 pitfalls that can drop your ecommerce sales
Guide for retaining customers on ecommerce websites
All those topics deal with one thing. Education. Make sure you content is educational as well and you’ll be on your way to delivering to those who are in their awareness stage of the buyer’s journey.
At this point, clients have already figured out what their problem is, so they are seeking out a solution.
This is where potential customers clearly understands their issue and is going to be gathering solutions and comparing them against each other.
You guessed it. Educate.
But, this time. Educate on why your product is THE solution to their problem. They know what their problem is, so really elaborate on how you product/service can solving it.
Potential searches a customer might make at this stage:
How to add alternative methods to checkouts
How does pricing products below whole amount effect purchases
Alternative solutions to ecommerce
All of these questions point to the consideration to a problem. If your content or titles looked like this, it would lead them to their next step in the buyer’s journey:
Add paypal to your ecommerce method using “your product name”.
Be competitive with this real-time price matching plugin for ecommerce stores
The best alternative to ecommerce stores
Just because someone is browsing your “consideration styled” content, does not mean they are set on you having the solution.
The best thing to do is elaborate on the solutions, features, benefits. Do not be too salesy with the wordage.
The buyer’s journey is almost over at this stage, but a purchase still needs to be made..
Potential customers have already decided on what they need to solve their problem, but now they will compare those solutions and decide on the give and take of each product/services.
A customer might like your solution to the first part of their problem, but another product/service might meet their other half. What they are looking for, is the best solution to their “pain point”.
It’s the part of their problem that must be solved among any other part of it.
Joe needs his watch fixed. He has had it for 10 years and almost feels apart of him. He looked into fixing it and the cost of buying a new one. Fixing it would be least expensive, but it could break again. A new watch would be nice, but he would have to get use to it. Joe decides he is going to buy a new watch. He looked at silver, gold, and black ones. He doesn’t like gold and the silver was too heavy, so he decided to buy a black watch. He looks online and finds 2 websites with the same watch. Website A has the watch listed for $99 and includes lifetime service, free of charge. Website B has the watch listed for $69, but no service included.
Which website would Joe most likely purchase his watch from?
If you guessed website A, you would be most correct. Joe wasn’t really concerned about price. He was concerned more about the longevity of his watches.
He isn’t concerned about the higher cost as much as he is about having service that would keep it running reliably.
Website B failed to promote the product that matched Joe’s exact problem. While yes, website B offered a watch he wanted, it didn’t meet his needs exactly, the “pain point“.
Now you may ask, how am I supposed to know exactly what Joe’s pain point is? The truth is we can’t always know. However, the best thing to do is to build value in your product that matches a buyer’s persona.
Persona’s are the “Theoretically Customers” based on realistic statistics and information.
Every business plan should include a buyer persona in their marketing plan. It will help target more specific needs of the customer during their buyer’s journey.
Marketing plans work a lot better when they are created to match the type of buyers journey your customer might make. It’s all dependant on the problems your product/service solves.
It will be a challenge and a struggle to meet just the right kind of target audience, but if you build a strong value in your product/service and educate why it will solve potential customers problems, you will have a better marketing plan than 64% of small businesses in the United States.
Everyone who wants to be successful, needs marketing plans. Yet, most small businesses in the United States today don’t have one. According to Fundera, 1 in 3 businesses fail before their 2 year anniversary and only half of that will make it to 5.
So the question should really be why do they fail? Well the answer is pretty straight forward, Marketing.
Consider for a moment the Apple Iphone. Most Iphone lovers will upgrade their new phone every time a new release comes out, even if there isn’t really any big changes. They do it because Apple has great marketing plans that dig into our emotional “wants & desires”, causing a social chain reaction to buy new things!
It’s not because Apple has something like $10,000,000 in advertising budgets. It’s because they got their product to the right people, at the right time, in the right way. The created simple marketing plans.
So what does a Small Business have to do with this example?
You have a service or product that people want.
If they don’t know they need it or where to find it, then there are holes in your marketing plans.
That’s ok, because we are here to help.
Marketing 101 Basics
When we are looking to buy something, we go through a journey. Even for us impulse buyers. Its called The Buyers Journey.
Awareness: We start trying to decide what it is we need. “My watch broke, who do I take it to? What needs fixed exactly?”
Consideration: Discovering the options to resolve the issue. “Mobile Watch Repair or DIY Watch Repair? “
Decision: Taking the step to buy/select what interested us. “Mobile Watch Repair would be much easier on such a busy day. I should call them”
Next, we should consider reaching those people in their Consideration stage of their buying process. This is called Inbound Marketing.
Inbound Marketing is basically this. Attract potential customers with a solution for their problem, Convert them into leads by obtaining contact information, Close them by nurturing them into a customer, and do such a good job with customer service that they become Promoters of your brand.
Ya, its really not that hard, but it takes time, patience, and attention to detail.
So how do we implement those steps? That leads us to the next step:
This is basically a sales path to help your new potential customer (a “lead” as we call them) get to their purchase. A Funnel design can be done is many different ways, we will give you an example of a simple way.
Make a Facebook post that details a solution to a particular problem that your service/product solves. Include a little incentive. “Have a watch that stopped working unexpectedly? Save time and money with Mobile Watch Repair today and receive $5 off.”
Now this facebook post should include a link to something called a Landing Page. Its a simple page that asks for some information from your customer. This is where we can help them go from Consideration to Decision.
Landing Page should be a simple website page, with minor details that reflect your post with an opt in section. “Enter your name and email address and a Mobile Repair Watch specialist will get back to you shortly”
When they enter that information in, they probably have already made a decision to use your service, however, they may lose interest before you can get back to them. So we want to try and land this deal!
After they enter their name and email, send them to a second landing page (The thank you page) with a better offer if they make a better commitment. “Thanks for including your information. We are very excited to get back to you. In fact, if you call and confirm an appointment right now, we will give you an additional $5 off this visit. Click here to schedule a phone call”
This will help solidify their decision and help reduce customers from leaving before purchasing.
Sales funnels like this, have proven to increase sales by 30% according to Protocol80.com
Ready to start your marketing plans on Social Media?
Use our Checklist to get started or Let us handle your marketing plan for hassle-free implementation.
Blogging is a time honored internet enjoyment for both the writers and the readers. Since the internet began, blogging has always been at the foundations of building a successful website. However, for some of us, it maybe a bit harder to determine how to start a blog.
Fear not! We will help you get started with this simple step-by-step guide to starting your very own blog.
1. What will your blogging be about and to whom?
Your blog can have many different topics and directions, but there should be an overall purpose that your blog meets.
Take for example, Diaries of a Working Mom is a favorite blogger and it’s a great example of what her blog is about. Her blogging description is about a diaries of her journey working as a mom. This could include work life, her marriage, her adventures to Disneyland, etc. It caters to her readers and keeps them interested. If she started blogging about automotive repair, it might throw her readers off, because they aren’t interested in that.
Ask yourself: Is my blogging page title based on what I will be writing about.
2. Know Your Audience
I kind of touched it in the last point, but let’s understand it a little more. We don’t want to be writing a blog that no one is reading now do we?
We want to share these stories with people who find them interesting. In order to do that, we need to make sure that our title meets the expectations of our readers. Points 1 & 2 must work together.
Ask yourself: Will my blogging page title entice the people to read it?
3. Get WordPress Hosting
You’ve probably heard of WordPress before. If not, you should know that it is used by almost 28% of the internet. That’s something like 300 million websites. WordPress was designed for blogging, but ended up becoming a fantastic platform alternative to websites.
Its an easy, simple, and lightweight program that is both user-friendly and scalable as you grow.
Best part about WordPress, is that it is free and for a small monthly price, you can host it on a variety of hosting sites.
We offer Optimized WordPress Hosting ourselves. We even include exclusive features that most hosting providers won’t. This includes dedicated support, free premium themes, and an optimization plugin designed to make your blogs lightning fast!
Ask yourself: Will slow speeds cause my readers to loss interest?
4. Writing Your First Blog
Once your WordPress account is setup and ready to, simple visit the administrator section to get started. It will look like this example.com/wp-admin.
You should have an email with that information or if you use our Optimized WordPress Hosting, you’ll be in direct communication with a dedicated support team member that can walk you through the process.
Once you are in your admin section, click on Post > Add New . You’re now ready to start your blogging adventure. Start writing!
Ask yourself: Is my first blog going to wow my readers?
5. Tell Your Friends!
Now that you have a working blogging page, you need visitors to read it. Simple copy your domain (example.com) and post it on Facebook, Twitter, and any other social media websites. Let them know what your blog is about!
Ask yourself: Will I loose interest if I don’t market my own blog?
Be patient. It takes time to generate a large crowd of followers. Simple keep writing your blogs and encouraging your family and friends to read, share, and comment on them. Additionally, you can always talk with us about increasing your blogging visitors through our Marketing Strategies!
SEO Ranking (Search Engine Optimization) can be a tricky monster to gain control of, but once you understand it, its actually pretty easy to master. Nonetheless, it is a crucial discipline to have if you want to increase your traffic, brand, or just overall exposure to the world.
In the 10 seconds it took to read that, there are hundreds of people browsing the internet, looking for content just like yours! So, if we want them to see it, we need to do better with our SEO Ranking tactics.
Before We Begin Our SEO Ranking Guide:
SEO Ranking takes patiences, research, and little bit of experimentation. Add into the mix that Google is constantly makes updates that change its algorithms. It is very important to stay on top of all those updates. However, don’t let that throw you off, just stay on top of it and you will be on your way to becoming a top SEO expert.
HubSpot did an awesome study on searches. They determined that 80% of a website’s traffic begins with a search query. That’s why SEO Ranking is so important.
Once all that effort pays off and you have made it to Google’s first page, you’ll get more visibility. This means more traffic, leads, conversions, and revenue. Why the frontpage you ask? Because according to Google only 75% of users ever view results past the first page.
Start by Running an SEO Ranking Audit of your Website
Auditing your website should be your first step, because it reveals the areas of your website that are putting a wall up to your customers. You can run Your Free SEO Audit directly with us to get started.
The search tool will show you a lot about your website but you should really focus on the following:
Check Box #1:
Do all have your website pages have meta titles, descriptions, and alt img information?
These help search engine snippets. You know, when looking at a google search it shows you short sentences about the pages? That’s what those are.
Check Box #2:
Are you utilizing keywords for each page, so Google can match them with search queries? Utilizing a Simple Keyword Search tool can great change your SEO Ranking with only a few well placed words.
Keywords are so important. If someone searches for web hosting but your hosting website has very little keywords of “web hosting” in it, Google doesn’t know you are what your customers are looking for.
Which one tells you about the page you’re about to visit? Google places websites with “pretty links” on top of those with “ugly links“, which boosts your SEO Ranking just that much more.
Check Box #4:
is each page and blog formatted correctly?
Broken up with headings and subheadings (h1 and h2 tags)?
Using 2-3 sentences per paragraph?
Bolding or italicizing important points?
Optimized with a call to action?
43% of people skim blog posts instead of reading the whole thing. Make it easy for people to read! The more people that stay on your page and read = better SEO Rankings from search engines.
Check Box #5:
Are you linking to other pages throughout your website? This is called Backlinks.
This should include linking to internal pages and external. Google wants the interwebs to weave together like a spider web. It gives kudo points to websites that link to other pages. Additionally, linking internally will help move your viewers throughout your website, increasing seo ranking and potential for lead generation!
These are only a few of hundreds of steps you should take to optimizing your website for better google ranking. Luckily, there is always a hassle-free solutions with us at InspireWorks Digital Marketing. Feel free to contact us for more information on our SEO Services.