You build a killer web site and throw everything you can think of to drive prospects to it.
- You add the URL to business cards, stationary, your email signature
- You launch a Pay Per Click Campaign
- You add targeted display, targeted video and targeted display
This gem of wisdom gives the prepared an advantage. Understand that the majority of businesses do not operate an eCommerce site. Their sites are much more educational and designed to be a source of lead generation. So how do we convert this traffic from lead to prospect to client?
At Thrive one of the ways we do this is by using specific landing pages for specific solutions. For example for our friends in the YMCA , they are driven to landing pages that show them how we can help with specific problems - "Is Your Website Mobile Friendly?" "YMCA Brand Compliant Website in 1-6 Weeks!" "Are You Being Found on Google When People Search For..."
While we welcome prospects picking up the phone and engaging our services immediately, we realize that during the first visit this probably isn't going to happen. (See The Law of Familiarity People do business with businesses that are familiar to them.)
So our primary goal for the first visit to our landing page is to convince them to give us some contact information, which enters our proprietary CRM program. Now - drip, drip, drip.
For ten consecutive weeks we automatically send them communications. During the first week they will receive an email. Week two they receive a postcard. Week three an email. Week four a postcard. Ten continuous touch points. We want to be familiar to them when we follow up with a phone call or Linked In request...
Every communication is different, but they are developed around the clients's business, their problems and how Thrive can help solve these problems.
What problem is keeping you up at night?
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