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What If Your Browsers Aren’t Ready to Become Buyers

April 14, 2020 by Scott Ritzheimer

Let's face it; not everyone is ready to buy on their first visit to your website. I'm probably not going to buy that beautiful house I just clicked on in a Facebook ad this morning, no matter how convincing your website is. This is especially true of traffic from social media. 

Let’s face it; not everyone is ready to buy on their first visit to your website.

I’m probably not going to buy that beautiful house I just clicked on in a Facebook ad this morning, no matter how convincing your website is.

This is especially true of traffic from social media. 

Social media and content marketing have dramatically changed the landscape for a customer’s first visit to your website. They weren’t shopping when you caught their attention. They were looking for and consuming information (or maybe they were just watching a cat video), and it is highly unlikely that you will close the deal on this very first interaction. 

Even sites with a clear call to action will lose these leads, and one visit to your website probably isn’t enough to remember you when the time comes, and they are ready to buy. 

So, what do you do? 

Remember why they were there: to learn more to get information and knowledge about how to solve their problem. Give them what they want. Give them valuable information in exchange for their email address (and maybe their phone number). We call this a transitional call to action, and what it does is it builds your reputation, establishes rapport, and gives you the ability to stay in touch with them via email (and social media too if you set it up).

What kind of valuable information can you give your clients? Here are a few ideas to get you started.

A free e-book

I love e-books. They are an incredible marketing tool. They feel valuable to your customers, and they are so cheap to do well. They can last for years! A company I worked with is still using an e-book today that we wrote about eight years ago, and it’s bringing in nearly 1,000 leads per month!

An e-book is usually delivered as a PDF. It can be as long as you want, but it doesn’t need to be longer than 10-15 pages. Make sure the content is tied directly to the problem you solve for your customers. You should spend a little money to get a professionally designed cover, and you need to give it a great title. The title and cover will do 90% of the work, so pay close attention to them. You may even want to test a few designs and titles to see what works best.

Here’s a pro-tip. Don’t go crazy on your e-book content. If your e-book rivals the work of Michaelangelo, I applaud you for the accomplishment and can’t wait to read it myself, but I have bad news. People don’t read e-books. The vast majority of the e-books you deliver will either collect digital dust in a Downloads folder or will never be downloaded. If you write the world’s best free e-book ever, you probably wasted a lot of time and energy that could have been used elsewhere. HOWEVER, this isn’t a reason to slack off entirely because those who are most likely to buy your product will read it. I’ve found that ten pages of valuable content designed and written well is the perfect combination.

I almost always recommend an e-book for my clients. They are the most cost-effective way to get a ton of new quality leads delivered straight to your inbox.

A video course or series

The video age is upon us. It is cheaper than ever to produce and distribute video content. However, the low barrier to entry is no excuse for doing a lousy job. Video is incredibly powerful, but it is very easy to do wrong. Make sure your videos are produced with as much quality as you provide your product or service with and preferably even more. Nothing convinces me faster of a poor fit for me than someone putting a crappy video in my face.

Like I teach with all content. Make sure you focus on your customers, on their problem, and help them solve their problem. Don’t talk about yourself and how cool you are. Please don’t show us your (fake) Ferrari’s. Enter your customer’s story and make them the hero!

And don’t be afraid to give away the farm. I’ve found most people play their cards (and content) too close to the chest. It will pay off, in the long run, to give away as much quality content as you can.

Here’s a pro-tip. If you’re really struggling with where to draw the line on what content to give away and what to keep behind the paywall, here’s a simple rule of thumb to help guide you. Give away the why and the what, but don’t give away the how. This is a great place to start and get your feet wet. 

A white paper, checklist, or customer testimonials

These are rarely my first choice, but this is certainly a case of something is better than nothing. White papers are boring but can work in a more technical field if done well. Checklists are one of the easiest pieces of content to create, but they don’t always generate a ton of value. Customer testimonials can work in a pinch, but you don’t want them to sound like testimonials. Think of them as customer stories or triumphs! If you’re in the nonprofit sector, telling the stories of those you serve can be an immensely powerful tool!

A discount

For online stores and product sales, a small discount on their first order is a perfect way to get a browser’s information. It’s great because it is 100% free if they don’t purchase, and if they do purchase well, then it’s job done. Congratulations! Discount promotions can usually be taken from idea to implementation in a couple of hours, so if you’re still reading this article and feeling overwhelmed, this may be the perfect place for you to start.

Some other value

There are a thousand other ideas, a free book, early access, insider information. Whatever it is, make sure it is on narrative. Make sure it solves their problem. Here’s an example of something that is not on the narrative that I see all the time, and you do too. 

Join my newsletter!

No one’s problem is that they just can’t get your newsletter. Your customers don’t care about your news. They didn’t wake up this morning dying to know whether you hit your goals this year or not. Please don’t make your transitional call to action your “newsletter.” If you have a great blog, that’s fine, and you can use that, but please, please don’t call it a newsletter.

The last step

Ok, this is the most critical step in a transitional CTA. You have to communicate with those who give you their contact information. If you do all the work to create a great resource, give it away for free, collect warm leads, and stop there, you’ve just wasted your time (and maybe even theirs). You need to use their contact information to keep the conversation going. An automated email campaign will do just that. And remember when I said people don’t read e-books, they will read your emails. Not all of them, maybe not even most of them, but a consistent presence in their inbox will keep you in mind when the time comes to buy.

Need help?

You probably aren’t a copywriter or marketer by trade. If the idea of creating content makes you angry or scares you to death, don’t worry. We can help you create content that you will be proud of, and your customers will love. We will make it so easy for you to build your email list faster than ever and grow your business.

Prev 1 of 1 Next
  • What if your browsers aren’t buyers

    What if your browsers aren’t buyers

    What do you do if your website browsers aren’t becoming buyers?
    Let's face it; not everyone is ready to buy on their first visit to your website.
    No matter how convincing your website is, I'm probably not going to buy that beautiful house I saw in a Facebook ad this morning.
    This is especially true of traffic from social media.
    Social media and content marketing have dramatically changed the landscape for a customer's first visit to your website. They weren't shopping when you caught their attention. They were looking for and consuming information (or maybe they were just watching a cat video), and it is highly unlikely that you will close the deal on this very first interaction.
    Even sites with a clear call to action will lose these leads, and one visit to your website probably isn't enough to remember you when the time comes, and they are ready to buy. ]
    So, what do you do? Remember why they were there: to learn more to get information and knowledge about how to solve their problem.
    Give them what they want. Give them valuable information and get their email address and their phone number in the process. This is called a lead magnet. It can be anything from an ebook or video series, to a white paper or even just a discount. Give it away for free to anyone who registers on your website.
    We call this a transitional call to action, and what it does is it builds your reputation and rapport and gives you the ability to stay in touch with these new potential leads via email, phone, and even social media too if you set it up. You’ll build your email list while you’re sleeping! And in difficult times, your email list will prove to be an immensely valuable asset.
    What kind of valuable information can you give your clients? Post your comments below and check out the next video for some great ideas! You might be surprised at how easy it can be.

    Read the Article: https://bit.ly/3eOEmva

    #business #entrepreneur #marketing #smallbusiness #focus #branding #entrepreneurship #businessowner #entrepreneurs #coach

    Like what you see? You can find more great content from Scale Architects here!

    Website: https://www.scalearchitects.com
    Blog: https://www.scalearchitects.com/blog
    Facebook: https://www.facebook.com/achitectscale
    LinkedIn: https://www.linkedin.com/company/scalearchitects
    YouTube: https://www.youtube.com/channel/UChLj9yjac5P7UMFxoWuG8Zw/
    Instagram: https://www.instagram.com/architectscale/
    Twitter: https://www.twitter.com/scale_architect
  • Could an ebook grow your business?

    Could an ebook grow your business?

    Are you trying to grow your business but struggling to get enough high-quality leads? You may want to try creating and giving away a free e-book!
    If you aren’t giving away an e-book on your website, you may be missing out on hundreds of high-quality leads!
    I love e-books. They are an incredible marketing tool. I use them for almost all of my clients, and I download them often as I am browsing the web.
    E-books work so well because they feel valuable to your customers, and it's easy to create a killer e-book on a budget.
    They can last for years! One company I worked with is still using an e-book today that we wrote over eight years ago, and it's bringing in nearly 1,000 leads per month!
    An e-book is usually delivered as a PDF. It can be as long as you want, but it doesn't need to be longer than 10-15 pages.
    Here are a few pointers to help you get the best results from your e-book
    Make sure the content is tied directly to the problem you solve for your customers.
    Spend a little money to get a professionally designed cover, and
    Take the time to give it a great title. The title and cover will do 90% of the work so pay close attention to them. You may even want to test a few designs and titles to see what works best.
    And here’s one more pro-tip. Don't go crazy on content. If your e-book rivals the work of Michaelangelo, I applaud you for the accomplishment and can't wait to read it myself, but I have bad news. Most people don't read e-books. Many of the e-books you deliver will either collect digital dust in a Downloads folder or are never even downloaded in the first place. I've found that 10 pages of really valuable content designed and written well are perfect. You can then use the rest of your time creating an incredible automated email sequence to follow up with your browsers and transform them into buyers.

    Read the Article: https://bit.ly/3eOEmva

    #business #entrepreneur #marketing #smallbusiness #focus #branding #entrepreneurship #businessowner #entrepreneurs #coach

    Like what you see? You can find more great content from Scale Architects here!

    Website: https://www.scalearchitects.com
    Blog: https://www.scalearchitects.com/blog
    Facebook: https://www.facebook.com/achitectscale
    LinkedIn: https://www.linkedin.com/company/scalearchitects
    YouTube: https://www.youtube.com/channel/UChLj9yjac5P7UMFxoWuG8Zw/
    Instagram: https://www.instagram.com/architectscale/
    Twitter: https://www.twitter.com/scale_architect
  • Should you create a video series?

    Should you create a video series?

    Do you have to be a global brand to create a quality video series for your marketing?
    No way! Anyone can do it, and many of you should do it right away.
    The video age is upon us. It is cheaper than ever to produce and distribute video content. What used to be an advertising tool reserved for the elite is now accessible to even the smallest of startups.
    However, the low barrier to entry is no excuse for doing a bad job. Video is incredibly powerful, but it is very easy to do it wrong. Make sure your videos are produced with as much quality as you provide your product or service and preferably even more. Nothing convinces me faster of a poor fit for me than someone putting a really crappy video in my face.
    Like I teach with all content. Make sure you focus on your customers, on their problem, and help them solve their problem. Don't talk about yourself and how cool you are. Please don't show us your Ferrari's. or whatever other crazy stuff people do to look cool. Instead, Enter your customer's story with honesty and empathy, make them the hero, and give them a plan to succeed!
    And don't be afraid to give away the farm. I've found most people play their cards too close to the chest and hold their content too tightly. This comes across as stingy or even suspicious. Give away as much quality content as you can, and you will be rewarded for it.
    Here's a pro-tip. If you're struggling with where to draw the line on what content to give away and what to keep behind the paywall, here's a simple rule of thumb to help guide you. Give away the why and the what, but don't give away the how. This is a great place to start and get your feet wet.

    Read the Article: https://bit.ly/3eOEmva

    #business #entrepreneur #marketing #smallbusiness #focus #branding #entrepreneurship #businessowner #entrepreneurs #coach

    Like what you see? You can find more great content from Scale Architects here!

    Website: https://www.scalearchitects.com
    Blog: https://www.scalearchitects.com/blog
    Facebook: https://www.facebook.com/achitectscale
    LinkedIn: https://www.linkedin.com/company/scalearchitects
    YouTube: https://www.youtube.com/channel/UChLj9yjac5P7UMFxoWuG8Zw/
    Instagram: https://www.instagram.com/architectscale/
    Twitter: https://www.twitter.com/scale_architect
  • The easiest lead magnet ever

    The easiest lead magnet ever

    Do you need to be an incredible writer or talented actor to create a lead magnet for your website? No way! Don't be intimidated by ebooks or video series or white papers. If you have a website, you need a lead magnet. You need to be collecting your visitor's contact information. But you don't have to spend a ton of time or money to do it.

    Instead, try this. Give away something you already have for free. It could be a 5% discount, a free trial, or even a free consultation. Just make it as easy as possible for your visitors to know about it and take advantage of it.

    You can do this today. Seriously. If you don't already have a lead magnet or if you are still asking people to join your newsletter, go to privy.com and try it for free. All you need to do is decide what you are going to give, create a quick form, and add it to your website. You have almost nothing to losing and everything to gain. Try it out and shoot me a comment to let me know it goes.
    And one more thing, don't think this doesn't apply to your business. It works for retail. It works for manufacturing. It works for b2B, and for B2C, It works for big-ticket items and even small spontaneous buys. I promise, do it right, and it's going to do wonders for your business.

    Read the Article: https://bit.ly/3eOEmva

    #business #entrepreneur #marketing #smallbusiness #focus #branding #entrepreneurship #businessowner #entrepreneurs #coach

    Like what you see? You can find more great content from Scale Architects here!

    Website: https://www.scalearchitects.com
    Blog: https://www.scalearchitects.com/blog
    Facebook: https://www.facebook.com/achitectscale
    LinkedIn: https://www.linkedin.com/company/scalearchitects
    YouTube: https://www.youtube.com/channel/UChLj9yjac5P7UMFxoWuG8Zw/
    Instagram: https://www.instagram.com/architectscale/
    Twitter: https://www.twitter.com/scale_architect
  • What you need for every lead magnet

    What you need for every lead magnet

    If you're using a lead magnet or working on one right now, there is one critical step you must take. Unfortunately, it is often one of the most overlooked steps, and many miss the opportunity. What is this step, you need to create an automated email campaign that runs after the lead magnet is downloaded. An automated email sequence is like a grand slam in your marketing system. You write it once, and it can be used indefinitely. It runs automatically right at the time your audience is most engaged. It puts your brand in your prospect's inbox without you having to lift a finger. And it is the most effective way to transform casual browsers into enthusiastic buyers. Setting up an automated email campaign may sound complicated, but it doesn't have to be. While it is a little technical, tools like Mailchimp and ActiveCampaign make it pretty easy, or a company like mine could knock it out for you so you can stay focused on your work while we handle the details.

    If you want to know more about lead magnets or automated email sequences, check out our free blog or give us a call for a free consultation about how these powerful tools could work 24/7 to grow your business without you having to break a sweat or the bank!

    Read the Article: https://bit.ly/3eOEmva

    #business #entrepreneur #marketing #smallbusiness #focus #branding #entrepreneurship #businessowner #entrepreneurs #coach

    Like what you see? You can find more great content from Scale Architects here!

    Website: https://www.scalearchitects.com
    Blog: https://www.scalearchitects.com/blog
    Facebook: https://www.facebook.com/achitectscale
    LinkedIn: https://www.linkedin.com/company/scalearchitects
    YouTube: https://www.youtube.com/channel/UChLj9yjac5P7UMFxoWuG8Zw/
    Instagram: https://www.instagram.com/architectscale/
    Twitter: https://www.twitter.com/scale_architect
Prev 1 of 1 Next
Category: Focused Marketing

About Scott Ritzheimer

Scott is passionate about helping businesses scale and achieve Predictable Success. Having helped start nearly 20,000 new businesses and nonprofits and with his business partner started and led their multimillion-dollar business through an exceptional and extended growth phase (over 10 years of double-digit growth) all before he turned 35.

Today, he’s on a mission to help train and equip coaches, consultants, and internal advisors so they can help architect incredible organizations and personally enjoy immensely rewarding careers!

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