Is the Problem Traffic or Copywriting?

Posted by on Jun 19 2016

I recently worked with a client who has a beautiful website. The graphics, layout and branding are perfect. So why wasn’t she getting more sales?

The first thing we needed to do was some detective work.

Why? Because we don’t know if her problem is that she’s not getting enough traffic to her website or if the problem is that the visitors aren’t converting because of poor copywriting, website design, etc.

Here’s How to be a Website Marketing Detective

First, you must have access to your website statistics. I always recommend that you have Google Analytics installed on your website. The statistics that come with your standard website hosting package are probably not strong enough to help you do the detective work.

Second, you have to know how to find, read and interpret those statistics.

This is just about the time that most people’s eyes glaze over, so let me short-cut the process for you and make it simple.

How Many Visitors Are You Getting Per Month?

In Google Analytics, look at the menu on the left side of the page. Find the section called “Audience” and open the menu, and then click on “Overview.”

How many visitors are you getting to your website? Is there an upward trend?

What I have discovered is that the concrete, exact numbers don’t matter as much as the direction they’re going.

Look at your visitor numbers over the course of several months. If the number of visitors is trending upwards, then you’re doing a good job with driving traffic to your site.

Also note that in some months, the visitor count may be down. Sometimes it’s because you’re not doing your marketing properly or consistently that month, and sometimes it’s because it’s a month when your audience traditionally is away from their computers or distracted with other things, like summertime months and big holidays months. So don’t make assumptions about your visitor traffic; get to know your audience and know when they’re most likely to be paying attention to your website and when they’re likely way on vacation or holidays.

Recent studies show that 79% of visitors who come to your website are not ready to buy. If you’re not getting enough traffic to your website, you won’t have enough people interested in buying from you.

Which Pages Are the Most Popular?

Now it’s time to figure out if your visitors are looking at the website pages you want them to look at.

Go back to the left-hand menu in Google Analytics and find the section called “Behavior.” Within that section, there is an area called “Site Content” which gives you information about how visitors are using your website. Go to the “All Pages” sub-area under “Site Content.”

Which pages are viewed most often? You can find this on the chart on the right-side of your screen once you select “All Pages.” (See example chart below.)

The two key statistics to review are:

How many Unique Page Views does each page get? You will see two numbers: Page Views and Unique Page Views. Why are there two numbers? Because Google Analytics counts every time the page if viewed, even if one visitor views the page two or three times. So in the example chart, you can see the What Is  a Mastermind Group page got viewed 9,015 times, but only 8,034 unique views. This means (roughly) that 981 people viewed the page twice. Unique Views gives you a more realistic guide to how many unique visitors viewed the page and is a more reliable number to watch.

How long are they staying on the page? In the same example, the average visitor viewed the What Is a Mastermind Group page for 3 minutes and 45 seconds. Why do we care? Because if it takes a visitor 3 minutes to read a page, and the average visitor is only on that page for 1 minute, it means they’re not reading your text! Here’s how you can tell how long it should take someone to read your page: Set a stop watch and read the page out loud to yourself, slowly. Because you’re used to seeing this text, you’re likely to skip over words and sentences. By reading it out loud, you are forcing your brain to re-see all the text.

What Results Are You Getting?

So now you know how many visitors are coming to your website, and which pages they’re viewing once they get there. Now look at your actual results.

  • How many sales are you making?
  • How many prospects are calling you to ask about your services?
  • Are they buying your products, classes and groups directly from your website?

Conversion Ratios

Let me give you a concrete example. In my client’s case, she got 113 people to visit her services page in the past month. She got three phone calls after people visited her website. Her conversion rate is 2.6% (3 divided by 113). Average website conversation rates are around 1%, so that means that her website copy is converting prospective clients into paying clients.

Because of this data we can conclude:

Her problem isn’t that she needs to re-write her website copy or design. Her problem is that she needs to drive more traffic to her website.

Conclusions for You

How can you know if you have a problem with driving traffic to your website, or if your problem is that your copywriting needs work? Do the math above.

  • If your conversion rate is less than 1%, then you need help with your copywriting or website design.
  • If people don’t stay on your pages long enough to read them, you need help with your copywriting or website design.
  • If the number of visitors you’re getting to your website is low, or if the trend is not on the rise, you need help with driving traffic to your website.

Note that if you’re driving traffic to your website through email marketing or social media marketing, and your audience is a devoted following, you conversation rates should be much higher than 1%.

Now that you know how to read these basic statistics on Google Analytics, you can take control of your marketing and make changes for the better!

Was This Helpful?

I know that statistics can be daunting. If this was helpful to you and you’d like me to show you more (simple) ways to get important data from Google Analytics and interpret it for your small business, please let me know in the comments section below. I love statistics because they let me play marketing detective and figure out what’s true in my business — and that’s how my business remains successful! I’m happy to write more blog posts like this if you want this type of information. 🙂

   

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Category: Internet & Social Media Marketing, Running a Strong & Efficient Business, Website Planning
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Nurturing the Not-Ready Customer Through the Buying Cycle

Posted by on Jun 01 2016

We’d all love it if we could close every deal or every sale with a new customer in 30 minutes or less. But that rarely happens. A sales cycle can last up to six months, depending on how much research the potential customer has done before he or she comes to you.

Before customers are ready to sign on the dotted line, they first must go through a well-researched route to purchasing products and services, called the Buying Cycle. You need to nurture these potential clients and help them along this route to ultimately choosing the solution you’re offering them.

Studies show that 79% of website visitors aren’t ready to buy. They’re somewhere else in the buying cycle. They may not even be aware of the scope of their problem, and may simply be in the early stages of researching a possible solution.

But just because they’re not ready to buy doesn’t mean there isn’t opportunity for you as a business owner. If you continue to educate them and nurture those leads – wherever they are in the buying cycle – you’ll be at the top of their minds when they’re ready to buy.

The Buying Cycle

The typical buying cycle goes from having an awareness that there is a problem to evaluating the possible solutions, choosing one and implementing it. And it ends, hopefully, with a long-term, meaningful relationship with a customer.

A more detailed explanation of the buying cycle:

  1. Acknowledging there’s a problem they need to solve. Something is broken – either a physical product, like their washing machine, or a process in their business – and they need to fix it.
  2. Making a decision to fix this problem. They can’t do it themselves, so they need outside help.
  3. Determining exactly what results they want. What’s their end goal? What outcome or results do they want after purchasing and implementing a solution?
  4. Gathering basic information. They’re searching for companies that can help them, and often doing this research online. Perhaps they’re asking friends or other business owners who’ve had similar problems about their solutions.
  5. Identifying possible solutions or vendors that will give the result or results that they want.
  6. Comparing those solutions or vendors.
  7. Selecting a vendor/product.
  8. Negotiating the deal.
  9. Making a purchase decision. This can mean either signing a contract or making a direct purchase.
  10. Implementing the solution. Your relationship doesn’t end with the purchase. Now you have to help them use your product or service wisely to get full results.
  11. Forging an ongoing relationship. This allows for repeat business from the same customer and ensures ongoing customer satisfaction and word-of-mouth referrals.

Recognizing where your customer is in this buying cycle is key. When a customer first makes contact with you, have a set of questions ready that help determine where he or she is. “Tell me about your situation?” “Have you looked at other solutions?” Their answers to these questions can help determine whether they’re still early in the buying cycle, or if they’re close to making a decision.

Pick Marketing Techniques Based on Buying Cycle

Choose different marketing techniques for each phase of the buying cycle. For instance:

  • A well-designed website can help customers early on in the buying cycle by allowing them to gather information.
  • A free whitepaper outlining possible solutions and comparing them helps mid-way through the buying cycle.
  • An email campaign helps prospective customers through the pre-purchase process, and later forges an ongoing, repeat-buying relationship near the end of the buying cycle.

Having content for each stage tells your customer, “We’re ready when you are.” If they’re early in the buying cycle, back off and let them explore, but be available to answer questions. If they want to discuss possibly buying from you, be available for a phone or in-person meeting, and have marketing material ready to help them make a choice from among your offerings.

By being aware of the different stages in the buying process, and thinking about what questions your customer are asking at each stage of the cycle, you can provide a prospective customer with the appropriate marketing technique at the right time.

   

8 comments for now

Category: Internet & Social Media Marketing, Marketing

Lurker Alert: The Art of Audience, Student and Group Engagement

Posted by on May 09 2016

Who are those people who attend your class but never talk, or who friend you on Facebook or Twitter, but never respond? And how do you get them talking?

Back in the mid-90s when I first went online via CompuServe (remember those days??), we noticed that for every 1 person who was interacting in the message forum, another 10 were logging on and reading the message threads, but never interacting. Back then, we called them “lurkers” — people who didn’t participate actively in discussions.

Fast forward 20 years, and we find that Lurker Ratio of 10:1 still exists – in online message forums, in my video classes and webinars, in mastermind groups, and any other place where groups of people congregate offline and online. In some places, especially Facebook, LinkedIn, Twitter, and other online social media forums, the lurker ratio is closer to 100:1 — for every 1 person who participates, there are 100 people just reading and absorbing the conversation.

There are a number of reasons why people don’t comment on Facebook or blogs: too busy, nothing to add, feeling shy. That’s what the “Like” button is for on Facebook: if you don’t want to leave a comment but you want to still let the folks know that you’re interested, you click the Like button.

Jakob Nielsen calls it Participation Inequality. I see it most often with “remote” groups of people who meet online or through teleconference or video conference meetings.

But here is what I think is most important:

We ALL have something to add to a conversation — our feelings, our experiences, our knowledge, our questions. What comes from within counts for a lot with me. I love when people leave comments on my blog and when they interact in my classes. And let’s face it: the whole point of a mastermind group is to brainstorm together, right? Conversation brings value.

In your business, you want to build connections and relationships with your customers, students, group members, and your entire audience. Being aware of the lurker ratio when you’re using social media for marketing — as well as in your classes, groups and online message forums — will help you gauge the quality of your connections and relationships.

For all types of classes and groups, here are some guidelines:

  1. In live, in-person classes and groups, the lurker ratio is much better. There’s something about being face-to-face in a sharing environment (especially with a good teacher or mastermind group Facilitator) that brings people out of their shells and encourages them to participate. In my live classes and groups, I’d say that for every 100 people who attend, 30-40 will be lurkers.
  2. The larger the group, the larger the lurker ratio. Social psychologists call this phenomenon social loafing.
  3. The longer the event, class or program, the lower the lurker ratio. (Sometimes it takes while to get people warmed up.)
  4. If you want high participation in your classes and groups, you have to build in interaction into your plan. Don’t wing it: plan it. Design discussion-starter questions that get the group talking within the first five minutes of every meeting.
  5. Pay attention to those who don’t ask questions or make comments. Call on them by name, or say, “Let’s hear from someone who hasn’t commented yet.”
  6. If your class or group includes an online message forum, set some rules. For instance, in some of my classes I’ve set this rule: each week all students must post one new message and reply to two messages that someone else has posted.

For social media engagement:

  1. Studies show that you get 65% more engagement if you post before noon, as compared to afternoons and evenings. My experience confirms this with my audience: they’re much more active in the morning on social media.
  2. Don’t just post thoughts, ask questions, too. Instead of simply saying, “Hard work yields results,” consider adding a question to that statement, like, “Do you find this to be true for yourself?” Invite responses and comments.
  3. Comment on other people’s posts. It’s a two-way street. If all you do is post your own articles and thoughts, but never respond to someone else’s blog posts and Facebook posts, why should they communicate with you? It’s all about building relationships.
  4. Engagement isn’t just commenting. Make sure you put links in your blog posts to other blog posts that are related. When someone reads a blog post and clicks on a link, that’s engagement, too.
  5. Respond back. When someone responds to your blog post or social media post, respond back and acknowledge it. They need to know you heard them.
  6. Let them see you. Too many small business owners hide behind their content. They post links to articles on Facebook and Twitter, but they never share any of their own story. I don’t mean those “I used to live in a box but now I live in a mansion” stories…I mean everyday stories about what you’re doing, what you’re thinking, what you’re reading or watching, and even what you’re eating. Give them a window into your personal life. Yes, you can keep most of your personal life as private as you like — telling them you made Chickpea Burgers for lunch isn’t an invasion of privacy, it just plain fun! 🙂

If your lurker ratio is still 100:1, take heart — it still means that for every one person who responds to your post, 100 are reading what you write!

These are just a few of the tips to get people to join the discussion. I’m sure you have your favorite ways of getting your audience involved, yes? I’d love to hear your stories and thoughts!

P.S. If you’re a lurker, I’d love to hear from you. C’mon, fess up. Just one comment and you’ll be an official EX-lurker!  🙂

 

   

33 comments for now

Category: Creating, Marketing & Teaching Classes, Internet & Social Media Marketing, Running a Strong & Efficient Business

The Importance of Kitchen-Tested Recipes

Posted by on Apr 26 2016

When a cook is writing a cookbook, he tests each recipe in his own kitchen to make sure the instructions are 100% accurate. He may also have friends and colleagues test the recipe, as ovens, ingredients and altitude have a sneaky way of affecting a recipe’s success.

Let’s relate this back to selling services and products. Regardless of your industry or area of expertise, have you “kitchen-tested” your services and products? Do you write and speak about what you know based on your real-life experience, or do you merely base it on something you read in a book? Have you tested your ideas yourself and have you asked others to test them too, before bringing these ideas to the public?

Too often I’ve seen small business owners rush a new service or product to market before really testing to make sure it’s accurate. They use their first customers as guinea pigs without warning those same customers that they’re actually testing the product or service for the first time.

Recently I signed up for a class. I was so excited to learn more about this particular topic! The class was through 100% self-paced multimedia online content. Yet, after I paid and entered the website, more than 50 percent of the content wasn’t available yet. Of the content that did exist, much of it was weak and watered down, too simple for most students. Cries of “Where’s the Content?” were heard from all the students.

Had the teacher told us that we were to be guinea pigs, had the teacher told us that the content was not tested and that new content would be rolled out over time, we could have chosen whether we wanted to be testers. In addition, much of the content was not based on the teacher’s real-life experience but on what was read from books. When asked questions, the teacher didn’t have adequate answers. The teacher came off as “not an expert,” bad news for their reputation. I definitely won’t buy another class from them again. Worse, I won’t recommend them to others.

I know when you have a brand new product or service that you’re very, very excited about it and you want to launch it immediately. Just take that little extra time to kitchen-test your ideas before you birth them into the world. It will save your reputation and your revenue for years to come.

   

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Category: Business Strategy & Planning, Marketing
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Join me! Personal Branding Webinar begins April 20

Posted by on Apr 11 2016

Personal Branding: Stand Out By Standing For Something

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When you sell your services in a crowded marketplace, you have to stand out from the crowd so your customers choose YOU.

In this 2-part Personal Branding webinar, we talk about creating a brand that captures your customers’ attention, and more importantly, their loyalty.

Whether you’re branding your entire business, or a service, product, class or mastermind group, this is the perfect webinar for you.

Here’s what you will learn in this webinar:

  • Define the Three Pillars of Branding for your business
  • Increase your reach and revenue with a strong brand
  • Choose your brand, your uniqueness and what you stand for
  • 16 ways to be unique
  • Determine your Big Promise
  • Craft your positioning statement and your Core Message
  • Choose your image and brand personality
  • Get known and be seen as an expert
  • Where to implement your brand and build your brand and reputation

Come with your ideas and questions, and walk away with a branding checklist to implement immediately!

Join me on April 20! Learn more about the Personal Branding class here: http://www.passionforbusiness.com/personalbranding/

   

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Category: Business Strategy & Planning, Marketing, Upcoming Classes

Choose One Project

Posted by on Mar 31 2016

I’m just like you — just like every entrepreneur I know. I have a million ideas and I want to do them ALL right away!

Here’s how that’s killing your business.

I learned an important and enlightening lesson last year that I’d like to share with you. By focusing all my attention, energy, time and resources on One Big Project, I increased my income — and more importantly, I was happier and more relaxed.

I was shocked!

Even though experts had been telling me for years to focus on just one thing, I didn’t want to give up my freedom and creativity. I liked having multiple projects to work on. It made me feel vibrant and alive.

But it also made me feel unproductive, cranky, overwhelmed, and a nervous wreck. And guilty because I was having a hard time completing just one of those projects to my satisfaction. Hmmmm.

Imagine you are driving down a busy highway at rush hour. Now imagine that there are three other people in the car with you, all trying to have a conversation with you. Now your cell phone rings. In between all this talking, ideas pop into your head so you pull out your mobile device to type in some text notes.

Crazy, right? You’ll have a car accident any minute now.

Yet that’s exactly what you’re doing to your business when you try to focus on multiple projects or multiple goals simultaneously.

Multi-tasking Myth

In the 1740s, Lord Chesterfield said, “There is time enough for everything in the course of the day, if you do but one thing at once — but there is not time enough in the year if you will do two things at a time.”

Doing more than one thing at once doesn’t get more done and doesn’t make you more efficient. Recent studies by several research teams prove this point.

According to researchers at the University of Michigan, when you toggle between multiple tasks or multiple projects, you are using what’s known as the “executive control” process. This mental CEO has to choose priorities and allocate thinking/creativity resources. The more you switch between tasks, the longer it takes to re-focus attention and resources.

David E. Meyer, a cognitive scientist at the University of Michigan said in a recent New York Times article, “Multitasking is going to slow you down, increasing the chances of mistakes.” When it comes to your business, mistakes will cost you. Can you afford to lose time or money?

On a practical level, working on multiple projects simultaneously made me feel scattered, out-of-control, and diffused my intellectual and creative abilities. When I slowed down and focused on one major project for a full two months, four great things happened:

  • I felt more in control
  • I was much more relaxed
  • My confidence soared
  • I was able to get the project completed a full four weeks ahead of schedule.

It was as if I had been released from a multi-tasking prison of my own making.

Talk about freedom!

Choose One, Master It, Move On

In his book, “Getting Things Done,” David Allen suggests you create a list of “Areas of Focus.” Start by looking at the areas you manage in your business (you can create a separate list for your personal life). In business you may have these areas: marketing, sales, finances, customer contact, product/service development, operations/administration, long-range planning/strategy, etc.

Next, list all your possible projects in each of these areas. Once you have your full projects list, look them over and ask yourself:

  • Which project will most likely lead me towards my large business goals?
  • Which project will lead me in the direction I want to take for my business?
  • Which project am I ready to tackle now?
  • Which project inspires me?
  • Which project scares me?

Then choose one project that will have the biggest impact on the success of your business.

If the project scares you, ask yourself why. Figure out where you’ll need some help, education or resources in order to complete that project.

In speaking with some of my mastermind group members about this subject last week, they reminded me that you don’t have to focus on one thing for an entire year. Try it for three months or six months, and see what results you are getting, both financial and emotional.

Once you complete a project or master a new skill, then you can move on to the next one on your list. In this way, you can have both things in your life: a successful business and getting multiple things done in one year.

First, choose one project. Finish it. Then move on to the next.

   

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Category: Business Strategy & Planning, Managing Projects, Tasks & Time
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