CX Fanatics Podcast

92. Echo Episode: Landing Page vs Opt-in Form

Landing pages, opt-in forms, oh my
It can be a smidge overwhelming, don't you think? Everyone is telling you to put a freebie on your website, but how exactly do you get it on your website, and which format works better? A single page or an opt-in form, a pop-up form, a combination?
I am giving you the low down
This week's episode of the Feed U Podcast gives you the low down on what option of opting in works the best.  Click here to listen to the entire episode.  I have found that using a separate landing page, works the best. But I also give you the inside scoop of what to do when you have a broken, horribly hideous, or non-existent website, to still grow your list.
1. A landing page screams intent to your page visitor. 
Why do you need to give your visitor a specific reason to visit your page and keep them on task? Simple. We as a society are uber distracted. If you have a potential subscriber that comes to your landing page, you know they are there for one of three reasons. To buy, to get on your list, or to learn more. Your goal for a landing page is simple, you either want to sell, add them to your list or get more information from them so you can make your emails irresistible. By removing every other attention grabber, you are able to get them to take whichever action you intend.
2. A landing page creates a distraction-free zone.
The #1 reason I love love love landing pages is that you have made your intention clear, there are limited distractions, hence, you get higher conversions. Whereas an opt-in form on your website opens you up to oooh, what's this pretty thing over here, wait there's a blog article on that, they're on Facebook, let me go check that out.  You see the problem. They never opt-in because there is WAY too much vying for their attention. Pop-ups work fairly well, but also run the potential of being annoying. If you're going to have a pop-up make it match the opt-in you are trying to drive traffic to.
3. Track conversions, easily.
This is where a lot of business owners drop the ball, they don't track what is working. When I say "what is working" I mean are people downloading your freebie and continuing down your sales funnel? Or are they getting to the page and not exchanging their name and email address for your content? Or worse, are they not arriving at all? It's more difficult to track conversions (especially if you are using online advertising) if you don't have a specific page that you can track. If you are putting in the effort to grow your list and want to sell products, the best way to do that is to track that landing page. This is also a great tactic if you are testing different opt-ins to see which one performs better. Lastly, if something is broken, you know where to track what needs to be fixed.
4. Introduce new visitors to Y-O-U.
When people arrive at your website from the internet ethers, if you have a landing page that leads to a thank you page, you can direct them directly to another page on your site that could be of interest. Keeping them on your website builds the relationship. It is more difficult to create this experience if you have them fill out a landing page not connected to your website.  More on this in just a bit.
5. Benefits your SEO and Search.
Google searches pages, it cannot search forms. When you set up a landing page for a specific opt-in you can then have the URL for that page be specific to the content on that page. Google loves content that matches the URL, when you can do this, it will naturally increase your ranking for those specific search terms.  You also have the ability to include keywords in your description and title for the landing page and any other content you have on the page. Meaning, Google will see those terms and say "hey, they are talking about "x" and so and so is searching for "x" we should pop this into their search results. Win. Win. Win.
6. Easier to track advertising effectiveness.
Similar to #3, when running Facebook or Google ads, it is easier to add a pixel to a certain page or have that ad track to a certain page and calculate effectiveness.  Sometimes Facebook's numbers are inflated, and the same for Google, when you have your own statistics you can compare and ensure that your ad spend is truly working the way they say it is. Reports from third parties aren't always accurate, when you have your own numbers, you can verify and know when something is truly working or it isn't.
What to do when you don't have a website.
First, don't panic, you can still grow your email list even if you don't have a website.  I DON'T recommend this as a long term strategy, but you can get started without a website.  When you use an email service provider (highly recommend) like ConvertKit (my personal favorite)  you have the ability to build a landing page within their app. Here are some of the benefits of using a landing page through Convertkit:
They have easy to use templates, making it easy to get your landing page up and running.
Typically you can personalize the page with images and sometimes video.
Usually, colors can be customized to match your brand or an upcoming brand to keep consistent.
The information on the form will automatically go into your email service provider so you can email them.
You can connect the form to Google Analytics, Facebook Analytics, and Segment Analytics.
A few pitfalls to only using a landing page with an email service provider:
No specific thank you page to track conversions for advertising.
Can't direct them to additional content to further the relationship because you aren't using a website.
Subscribers can't learn more about you and it may dampen the know, like, trust factor.
No central hub for any of your marketing.
May be seen as "not really in business" if you don't have a website or a coming soon page - hindering your authority.
I also mention LeadPages in the episode, but pitfalls 2-5 will still apply to LeadPages.  Long term, you will want a website even if it's just a simple website.
What did you learn from this episode? 
Come and tell me in the Facebook Group. Not in the group yet? Consider this your official invitation to join me in my Facebook Group. I talk about all things online business growth but specifically sales funnels, branding, and WordPress.

Linking Self Care and Success

2020 has been a doozy of a year so far, how's your self-care regime going?
If you answered, what self-care regime - then this week's Feed U Podcast episode was made for you. There is a direct correlation between how you take care of yourself and success. With so much going on, I thought it critical to challenge you to put yourself first. Because putting yourself first isn't selfish. In fact, when you refuel and replenish you have more to offer and give to those who need you.
This week I share 7 tips that will keep you sane and sassy when it comes to self-care.
Some of them you may have heard before (but it never hurts to be reminded, especially with everything going on). To get the entire lowdown of how to take care of you, tune in here and listen to the episode. As always, here are the cliff notes for this week's episode:
1. Eat well.
I know McDonald's can be easy and sound delicious when you don't feel like figuring out what's for dinner. But, there is a direct correlation between stress and eating. I also talk about my realization of junk food addiction and tuning into your body to listen to what it wants. Of course, everything in moderation is my motto. You don't have to be perfect, but you do need to listen to the cues your body gives you when it comes to eating, sleeping, rest, exercise, you name it.  For all the deets tune in here.
2. You've got to move it move it.
Yes in fact in this week's episode there is a bout of brief singing. What can I say? I'm a Madagascar fan.  Just something about the Zebra. Anyway . . . moving your body counts.  Even if it's in short spurts.  Research has shown shorts spurts over time are as effective as longer periods of exercise. Meaning you don't have to do it all at once. But, this body we are in was meant to move. When we don't move things get kinked up, clogged up, and jacked up. Yep, those are the clinical terms.)  Even if you have to sit at a desk all day there are ways you can get up and move it move it move it. Listen to the ideas I share about what I'm doing to keep moving during zoom calls and computer work.
3. Meditation is cool.
I'm not just saying that because I live near Boulder. I think by now we can agree that the meditation thing is not just a trend. It's been going on for 1000's of years - so I think we can quit calling it a "thing". When we sit, quietly and listen. Turn off our thoughts and listen. It's amazing what will start happening in our lives.  I reference Insight Timer when talking about a tool to get you started.  I've used it for many years now, and that free version has a TON of content.  Check it, tune out and let me know what you find out.
4. Turn off devices, the news, and social media.
Holy cow could we have more distractions? I give a great example of what happens when we tune into our device first thing in the morning during the podcast. As humans, we are problem fixers. If we jump into a problem before we have even given ourselves the chance to wake up or plan out our day - we are like Doug in the movie Up. "squirrel". We won't get done what we need to. Our goals won't get accomplished. And, we can't achieve what we want to achieve. It also makes it really hard to focus and stay neutral energetically. With so much going on and so many distractions, it's exhausting just thinking about it. No wonder we are tired. Last, I give some before bedtime tips for devices in this week's episode. Give it a listen here.
5. Simply sleep more.
Sounds too good to be true, doesn't it? But sleep is one of the BEST stress-busters out there and most of us don't get nearly enough. Getting 7-8 hours of sleep daily helps your brain function at it's best. Even more, even better. But many of us don't get enough sleep or can't fall asleep or stay asleep. I shared several tricks to fall asleep during this part of the episode. Below are the links to some of the tools I reference. For more detail, listen to the episode.
Yoga Nidra Meditation Julie Rader
Tuning Forks (I have the 136 and the 128)
Lavender Essential Oil
Serenity Blend Essential Oil
6. Take action.
It is easy to get caught up in our thoughts and let our emotions propel decisions or keep us stuck. When we start to take action, things will start shifting and moving again. Sometimes it's as simple as taking that first step. Sometimes we have to take smaller steps to gain momentum and see big results over time. But overanalyzing and spinning our thoughts over and over in our mind only increases our stress. So take that first step and see what tomorrow brings.
7. Get creative.
As entrepreneurs and business owners, we are creators. When our creativity gets blocked we don't have new ideas, we feel stuck and wonder what the heck we are going to do and how got into this mess in the first place. When we can find a constructive way to release that creative energy we are more productive, find solutions faster, and achieve our goals quicker. We have to expend the energy somehow. It doesn't matter if your creation is perfect (let perfectionism go for the love of all things holy) and just play again. I reference my addiction to crayons (learn more here about that) but choosing what fits your creative needs will be the best way to go.
Simply if you want more success then put your self-care first with these 7 tips. If you're ready to declare your self-care commitment, come tell us in the Facebook Group this week.   In the meantime,
Listen to the entire episode here:

4 Step Email Success Formula

If writing an email consistently is not on your "top favorite things to do" list, then this episode is for you!
I know email can be drudgery and at times overwhelming, which is why it often is overlooked.  But email marketing has the highest ROI of any other marketing tactic out there.  Nearly 400% in fact. But, statistics don't help you write an email. This is why in Episode 90 of the Feed U Podcast, I share my 4 step email success formula.
This formula has worked for me, and my clients
so I know it will work for you too. I cover the 4 easy steps of the formula on this week's podcast episode, you can listen to it in its entirety here.
Technically in the episode, I talk about #1 second and #2 first. But, it's because my outline was screwy.  I just didn't want any confusion when you were listening.
1. Nail your headline.
If you don't nail your headline and grab your audience's attention, you've lost the game. We have to compete with all the other emails in their inbox. Which means, you have to stand out and get that email opened. Otherwise, none of the other steps in this formula are worth a tic-tac.  In this week's episode, I mention Episode 32 which is all about creating juicy headlines.  If you need headline help, give it a listen. But writing a headline is THE most important piece of this formula - which is why I recommend practicing.  Practicing comes from creating LOTS of headlines and then choosing the perfect one to include in your email.
2. Personalize your email.
Nobody wants a "Dear Sir or Madam" email. They don't work, and they annoy people. Treat your audience like it is full of people. In fact, treating your audience like it's packed full of new friends is your best bet.  The more you can personalize your interaction with your audience right off the bat, the better your long term retention and conversion will be.  I talk about emotional alchemy in this week's episode and the importance it can have on your marketing and relationships.  You definitely want to tune in to hear about this, it's a game-changer. I also mention how important knowing your audience is.  This free tool will help you research and get clear on them and their needs.  Be sure to grab it. 
3. Call your people to action.
As though you've never heard this one before (chortle chortle). If you don't call your audience to action, they won't know what to do next or worse, they will take no action at all.  Meaning they fall right out of your funnel. You work too dang hard to get them into the funnel to let them just fall out. So, layout the roadmap for them.  In Episode 90 I explain the 3 places people struggle with their Call To Action (CTA). They either put it into the email too soon, they have too many CTAs or they don't add one at all.  UGH, right? Let's keep it really simple. Add one CTA. Keep it consistent and connect it to your content.  If you want more details, listen to this week's episode for some more samples and ideas.
4. Add a P.S.
I can't emphasize enough how important the PS is.  In the episode, I give an example of unwrapping a package.  It was a pretty good analogy (pats self on back) so go check it out. But, why is it so important to add a P.S. Well, here's the sweet truth that you won't likely want to hear. People will NOT read your entire email.  I don't care if you are an award-winning author.  We as humans have a 7-second attention span.  Less than a goldfish, which means we skim and move on. When you add a P.S. at the end specifically with your call to action, you keep them in the funnel and keep their attention.  Please please please if you take anything from this episode, add the P.S.
There you have it, the 4 easy steps to creating emails.  Are you ready to get consistent and start loving on your audience? Come share your insights in the Facebook Group this week.   In the meantime,

9 Reasons Why Your Opt-in Isn't Working

You have that opt-in set up on your website, but you STILL aren't growing your email list!
You've probably heard more than once how important it is to grow your email list. So, you created that download, put it up on your website, and now you hear the clock tick, tick, ticking, and yet no one is opt-ing in. Or worse, they are opt-ing in and yet still no new sales. In Episode 89 of the Feed U Podcast, I am covering the 9 reasons why your opt-in isn't working.  This is a MUST listen to the episode if you are ready to grow your email list.
I can guarantee if you take this list and implement these strategies, you will start to see email list growth
and more importantly, more conversion of leads into customers.  I give you some extra tidbits (as always) in the episode.  So head on over to your favorite podcast app and listen to the entire episode here.
I'm ready for the 9 problem areas, Alisa, lay them on me.
1. Nobody can find your opt-in.
Unless your business is as a professional hide and seek artist, you have to make your opt-in easy to find. I can't tell you how many times I've gone to a website to review it and couldn't even find their list builder.  You have to make it obvious and easy to opt-in.  More to come on the must have's below.  But this is critical.  Want more details? Tune into this week's episode here.
2. Let's face it, your opt-in is crap.
If you just slap something together and think people will give you their precious email address for it, sorry to break it to you - but it ain't going to work.  You MUST solve a problem and give your audience a quick win.  Everyone has a free download (or so it seems) so yours has to be even better.  The same goes for "sign up for my newsletter". Nobody needs another newsletter.  Their inbox is already crammed with them.  You need to give them a reason to opt-in that's so good they would pay for it.  Need some more examples?  check out this week's episode.
3. Your opt-in is a sales pitch.
If you've been listening for a while you know I'm a big fan of relationship building.  It's the wave of "now" and will be an even bigger wave in the future (read prediction.) Which is why selling to soon is the death of your opt-in.  People want their problem solved and they want it solved now.  They don't want to know every detail of how your office runs, what copy paper you use in your office, or how many people will have to look at your water cooler before it can be fixed. 
4. You never follow up.
Please don't be a drop off the face of the earth opt-in creator.  How many times have you signed up for a freebie and then gotten the freebie but never heard from the provider every again?  Or worse, you heard from them 6 months later and you don't remember who they are.  DON'T be that person. That leads to the immediate ticking of the unsubscribe button and nobody wants that.  In this week's episode, I give you some specifics on what you can do to follow up effectively and start nurturing and building that customer relationship.  give it a listen here.
5. You never call them to action.
Listen, I know you know your business better than anyone. But here's the thing - your customers don't. So if you never tell them what to do next - they won't take the step.  SO many times I have worked with clients that did EVERYTHING right and then when it came to their freebie they just left their audience hanging. A hanging audience doesn't move forward. Which means they will never get to the part where they give you money to help them.  You have to leave them bread crumbs to follow.  I give you some examples here, go check it out.
6. You're not targeting your opt-in!
Here's the deal - if you've created an opt-in in hopes of helping everyone, no one will want it.  You have to target your opt-in, just like all of your marketing, to start a conversation with the person you want to do business with.  Knowing who your ideal client avatar is will help you create something specifically for that person.  If you don't know who that is or how to learn about them, grab this free ideal client worksheet and fill it out.  (The second part is key). In this week's episode I talk a lot about refining your ideal client because, like many things in business, this evolves as your business evolves.   Might want to keep that worksheet handy for the future as well.
7. You're not leading your prospect to the next step in your funnel.
You have to tell your audience what you want them to do next. We are experts in our area of knowledge. But most of the people who need us, are at a kindergarten level. We have to take them on a journey to get them to the point of working with us. If we don't lead them along with bread crumbs, step by step, they won't keep walking.  They will get distracted by something else (family, email, social media, our competitor) and it is REALLY hard to get their attention again. With your opt-in, you have to continue to lead them on that journey. In this week's episode, I talk about some of the clients and results we've gotten when we got this right.  You can give it a listen here.
8. The opt-in isn't connected to your brand.
Imagine a time when you printed out an awesome resource you had signed up for.  Likely it got lost in a pile on your desk or filed away for a while. When you went to look at it again, did it have a logo? Website address? Were you left asking - where the heck did I get this again? If so, that's a branding problem. Don't be that person.  People are at different stages of their buying journey. Those researchers will eventually want to make a decision, but if they don't know who you are or can't connect your awesome resource to you - then they will never turn into a customer. Brand it, baby.
9. You don't continue the conversation.
In this week's episode, I relate your opt-in as a conversation starter. A first date if you will. But, if you don't continue the conversation and just start talking at your new lead instead of to them, guess what - they will tune out. Pronto! Create the conversation, nurture the lead, and think of this as step one of a long journey.
There you have it, the 9 reasons your opt-in isn't working.  Did you see one spot that you're opt-in could use some polishing? Work on it and share what you did in the Facebook Group this week.   In the meantime,
Listen to the entire episode here:

Why You're Not Selling (It's Probably Your Offer)

It's pretty hard to stay in business if your cash register isn't ringing!
It is so frustrating to put time and energy into your business and your marketing and still not see sales. More often than not, it can be something as simple as getting your offer right.  This is why in Episode 88 of the Feed U Podcast I am giving you the 7 areas that I have seen my clients struggle with. Once we've fixed these areas, the cash register starts ringing.
You may be saying, what the heck does my offer have to do with anything Alisa?
In most cases - EVERYTHING! You can't sell something that no one wants, and it's pretty darn hard to pay the bills if you aren't selling something.  Am I right?
So let's dive into the 7 areas that most people neglect or just plain miss when it comes to creating their offer.  Most of these are quick fixes that you can implement and start seeing results right away.  For examples and all the details, head on over and listen to the entire episode here.
Let's dive into the 7 areas most people get stuck when it comes to creating an offer that sells.
1. You have to solve a problem. 
People aren't on Google searching out your product.  They are trying to find an answer to this thorn in their side that keeps them up at night.  If you jump into your doohickies and all the facets of your product.  You've lost them.  They are off to find someone who cares about their problem.  In the episode, I give some specific examples of how this plays out in your customer's journey.  Give it a listen here.
2. Don't be a product pusher. 
Similar to point number one, you don't want to dive into pushing your product right out of the gate.  People buy from people who they know, like, and trust.  That requires building a relationship.  You have to court them, let them know you feel their pain, and that you just happen to have a solution that will help them out.  If you've never tuned in to one of my favorite Ted Talk speakers, give Simon Sinek's WOW video a watch.  I also give some great examples in this week's episode.
3. You can't sell to everyone. 
If you are trying to sell to everyone, you end up selling to no one.  We are a distracted society. Without some differentiation from all the other noise in the world, you are going to have a HUGE uphill climb to get your offer in front of people who will pay you to help them solve their problem.  It also makes creating content, writing messaging, and developing ads a huge pain in the behind.  When you are clear about who you help and how you help them, all of those struggles become easy.  In this week's episode, I share the story of one of my clients and the struggle he has had at trying to reach multiple audiences.  Give it a listen here to learn what we did to solve the issue. Luckily for you, I've also created a free download to help you map out your ideal client avatar.  You can grab it here.
4. You're not sure what you're selling. 
More than once I've taken on a new client who thinks they have their offer nailed. But when it comes down to it, there are some key things that are missing.  Number one being there is no clear offer presented. They do a mix of a lot of things, but people don't buy "all the things" that you do.  They buy results and forward motion.  Without a clear path (buyers journey) to your offer and through your offer, you will struggle to keep people in your funnel and making a decision to get out their credit card.  Tune in to hear some examples of what you can do to scale your offer and keep people in your funnel here.
5. You have given people too many options. 
This goes back to number one as well.  If you don't understand your ideal client (be sure to grab this free download if you need help with that) it makes it really hard to know where they are in their buying journey and how you can best help them (and get paid). You may have an overlap of services needed, but it becomes so much easier when you are the one who is directing the path.  I also give an example here of what happens when you don't have a clear path to follow. Simply, people again won't buy.  Which means you are now running a non-profit with no way to pay the bills. More often than not offering too many options will actually hinder you from success rather than propelling your sales forward.
6. It's never about the price - REALLY! 
If you're like me, you've heard more than once in your entrepreneurial life - "I can't afford it." Your prices are too high." "So and so will do it cheaper." The reality is that those are covert words to - you haven't built the trust needed or presented the value of what you offer clearly enough to help them move forward with their decision to invest in a working relationship with you. I share some specific examples here that will help you build your value and offer the assurance people need in order to invest in you and what you offer. Another key point that I forgot to add to the podcast is that your relationship investment time is directly correlated to your pricing model.  The lower the price, the easier it is to build the relationship and move them to your cart. The opposite is also true.
7. You haven't cleared all their objections, so they won't move forward. 
There are three big objections that happen in every sale.  I cover them all here. But here's the low down on the big 3 sale stickers (meaning they won't move forward if you haven't handled them all). Number one, you haven't built your authority and expertise in what you do.  If you haven't given them enough confidence in what you can do, you will need to fill in the gaps with case studies, testimonials, or reviews. The second big sticking point is proof.  The best proof comes from results which is why I work hard to get starting and ending numbers for my clients.  It isn't' always possible, but when you can track where they started (numbers, measurements, etc.) and where they end up after working with you - that my friend is proof for your future clients.  There is no time like the present to start tracking those metrics. Last but not least, you have to have some sort of guarantee. I talk a lot about online course guarantees in the episode.  You may have to get creative about how you offer your guarantee.  I also give you the low down on how I handled this in my business.  Give it a listen here.
That's a wrap for this week.  Is your sales funnel stuck? Which one of these tips will you implement first?
Come over and share your sales funnel frustration in the Facebook Group this week.  I'd love to be able to support you. In the meantime, 

Nobody Has It All Figured Out

Being an entrepreneur sets you up for self-growth for sure!
I don't know about you, but I feel like using my self-esteem as a punching bag has been a HUGE part of growing my business and getting to where I want to be. In this week's episode, I share with you an inside secret (ok maybe it's not so secret). But here's the thing - NOBODY has it all figured out. No matter how big their business is.  And, if they say they do, they are lying.
I've been fortunate enough to work with some of the best of the best
And what I found out, is even those with multi-million dollar companies are still literally and figuratively getting their poop into a group. Sometimes they just have different piles to push together.  If you are imagining that you will someday wake up to a business that is problem-free, I hate to burst your bubble, but it ain't never gonna happen. The good news is, there are some definite things you can do to prepare yourself for business growth, scalability, and also increased customer service.
Some of the team-building tools I recommend in the episode are determining a way that you want to handle onboarding.  I give several examples.  The first being super easy using Loom to record your process now so that when you ready to bring on someone to help you already have a process recorded.  You can take that a step further and send it to Temi for transcription and then just clean up the document, turn it into a written process. Or you can outsource the transcription clean up to your new virtual assistant.  (Great minds, I Know Right?) I've started documenting my processes this way and it's a REAL eye-opener to where I am spending my time.  
Then I recommend choosing a place to store those new processes that are easily accessible by your future team. Some recommendations are dropbox where you can change file permissions or Google Drive.  I also mention that if you are wanting an email address @yourdomainname.com that you sign up for GSuite. The awesome thing about GSuite is that it works with nearly every hosting platform and you also get access to some shmancy features in your Google Drive.  Like the ability to create templates for work that you do over and over again. The cost for GSuite per user is around $8 a month.  Not too shabby for all that you get. And you don't have to have multiple users to share documents.
 
Toward the end of the episode, I give you three suggestions for refining and tightening your process.  I also mention my favorite quote as a mantra to live by when setting up these processes (and running your business for that matter).
"Done is better than perfect."
First, get feedback from your team or your trusted friends/associates on your process so that you can refine what you are doing and ensure that it's easy to understand.  This includes documenting, recording, and reviewing each process that you regularly repeat in your business.  Make decisions based on the data you have now because you can always refine the process (and you will) down the road.  I think keeping general with the process is helpful.  This enables whomever you bring on to add their expertise and flair to the process.
Second, get feedback from your clients and previous clients.  I recommend setting up a quick exit interview to gather data or a survey for people.  It's great if you can have one on the front end and one on the back end because then you can measure where they were and where they have come.  This is an idea that I am going to be implementing during Q2. This is also a great time to gather testimonials and celebrate results.  When people recognize their results, they want to keep moving forward, meaning they want to keep working with you.  Which means (yep) you increase sales and make more money.  (see how I snuck sales funnels in here?)
Last, always review a project, work with a client, an event, or whatever you are doing with these two questions.  What did we do right? What could we do better? Take both lists and implement them in the next version.
That's a wrap for this week.  Have you documented your processes? Where do you keep getting stuck?
Come over and get some support in the Facebook Group this week.  I ran out of time to do a website review last week, so I am going to do them this week.  Have one you want to be reviewed? Come tell me in the Facebook Group.

Making Your Website Sales Funnel Friendly

Making your small business website customer-friendly is a MUST.
How many times have you gone to a website looking for a specific article, product, or answer only to get lost and wander aimlessly? Ultimately leaving you frustrated, walking away or worse spending hours searching out the very thing you CANNOT for the life of you find.  This week's podcast episode is all about the 3 things you absolutely must have on your website to be effective and get more customers.
I packed a few extra bonuses in this episode at the beginning, wrestled with some teens in the middle of recording and lost my train of thought . . .
But ultimately, I deliver a short and sweet episode covering the must-haves to make your website function as part of your sales funnel and also keep your customers and audience happy and returning regularly.
One of the things I mention in the beginning is the need to have an SSL on your website. One, because it makes your visitors feel secure. Two, because Google gets downright hostile with your search rankings if you don't have one. I mentioned my favorite hosting company SiteGround, which offers a free SSL with its hosting service. You can check them out here.
1 - Call to Action.
You may be saying to yourself, I have a Call To Action, Alisa. It's right there and says meekly, "Learn More". Let's have a come to Jesus meeting real quick.  NO ONE wants to learn MORE.  They want you to solve their problem, understand their problem, talk about their problem, and ultimately fix their dang problem.  I go into several examples here in the podcast episode of what not to do and ultimately what should be done instead.  But don't hide your next step from your customers.  They won't go looking for it, instead, they will go to your competitors. Ain't nobody got time for that, so let's buck up little campers and slap that Call To Action front and center.
2 - Connect with your audience -consistently.
Consistently is relative to you and your audience. Some people will connect daily, some people once a month. It will take some trial and error on both sides of the fence to get it right. But set the parameters, communicate, and show up.  Most importantly give value and build the relationship. I go into one of my not secret vices in episode 86 and share the story of one of the people I recently followed who is doing it right.  I also dive into how she is doing a great job with her consistency, her creation of content and how it meets the needs of her audience and last, how it leads to her sales funnel and people buying what she's shlepping.  I may have gone a bit of tangent here as well, but it's late in the day and I tend to do that when I am enjoying sharing the scoop with you all.
3 - Collect the "goods".
The last must-have piece of your website is a way to collect your visitors' names and email addresses.  There are about a million different ways and ideas to do this. But, it's critical because if you don't collect something, you have no way to engage with them, love on them and keep them moving through your sales funnel.  Meaning, your website is a lazy teenager who isn't doing their chores and you keep paying them anyway.  The point is, figure out a way to gather those email addresses and names so that you can add them and keep them moving through your sales funnel. So that ultimately they buy from you.
I will have a "Create your free download" challenge coming up in May (just a heads up for reading this far!)
That's a wrap for this week.  Short and sweet, the 3 BIG things you need to make your website sales funnel friendly. These are critical now and will be in the future.
Will you be doing a few upgrades to your website?  I'm doing 2 free website reviews over in the Facebook Group this week.  Look for the post and add your comment to have yours reviewed for free.

Sales Funnels Equal Small Business Survival

Creating an optimized sales funnel = survival for your small business.
It breaks my heart seeing so many small businesses closing their doors or laying off employees because of the Covid19 pandemic.  This is why in this week's podcast episode I am sharing the power that a simple sales funnel can have to help you not only overcome unforeseen obstacles in your business now but also in the future.  There are 9 things to consider when setting up a sales funnel that works, in this week's episode I dive into each one.
A few weeks ago, I got chosen as a coach for the 1st StoryBrand Livestream event . . .
Donald Miller, the creator, and author of StoryBrand opened a session by saying sales funnels = survival. This is why I am passionate about sharing with you the lessons, observations and what works in this week's episode. I want you thriving, not just surviving.  So let's dive in!
1 - Create a strategy.
Now let's be clear, strategy is a big word for plan. Just like you wouldn't hike Mount Kilimanjaro without a plan and the right equipment, you don't want to jump into marketing with no plan. This eats up your time, energy and money and in the end, you have no idea what's working and what's not. (more on how to fix that later) Throwing out marketing because you had the last minute idea will lead to frustration, overwhelm and ultimately you giving up on marketing altogether. How do I know? (raising hand) Because I've been there. I get it! So figure out a plan and for some tips, tune into this week's episode here.
2 - Solve a problem.
I see SO many examples of people throwing together a business because they love to do something. For example, opening up a pottery shop because they love to make pottery. That's all fine and good, but if you don't have an audience who wants to paint pottery and will come and pay to do so, you won't make it in business very long. (Hence the 85%+ failure rate of so many small businesses.) In episode 85 I give you three reasons that solving a problem will help you thrive as a small business.  As well as three reasons not solving a problem will not only keep you from growing an audience but will have them looking elsewhere to do business. Be sure to head on over and give it a listen.
3 - Don't ghost your audience.
The fastest way to lose and disappoint your audience is by sending them one email and then disappear.  The goal of a sales funnel is to attract and connect (nurture) with your audience so much that they can't wait to buy from you. When you disappear and then reappear after six months, they don't remember who you are, let alone what you do and then the big unsubscribe surge happens.   Don't treat your audience like a transaction, treat them like people, because they ARE people. This is the FASTEST way to grow engaged fans and followers.
4 - Track what you are doing.
This is the #1 thing that nearly every business owner struggles with. If you are investing in marketing, time or money, track it. Because if you don't have a way to track whether or not your emails are being opened, a coupon code is being used by whom, a purchase was made, then you will NEVER know which piece of your marketing is working. The good news, it doesn't have to be that hard to track your marketing efforts. Give this week's episode a listen for a ton of ideas on how to track what you are doing so that you know whether or not to keep doing it or let it go. Because there is NO sense in continuing to invest in marketing that isn't growing your audience or bringing you customers.
5- Get focused.
When you start throwing marketing together and slinging posts up on Instagram or going live on Facebook without a strategy or funnel you look unfocused. Your audience doesn't know what you want them to do and you come across as scattered.  Giving you nearly zero possibility of gaining traction with your audience or moving them toward the end goal of purchasing from you. Clarity = cash. When you are clear your audience will follow the breadcrumbs of your sales funnel. (need some clarity on the breadcrumb analogy, listen in I explain it in depth). The next cash killer is lack of consistency.  If I could give you only two pieces of marketing advice they would be #1 clarity and #2 consistency. When you show up, your audience pays attention (even if they are just lurking). When you disappear and then reappear people have stopped paying attention. It can be hard to be consistent without a plan (read strategy) and easy to lose track of what you're working toward. So in order to be clear and consistent, create a plan and then follow it.
6- A free download is NOT a sales funnel.
Somewhere along the way, marketers sold the idea that If you had a free download that the sales would come pouring in. Like there were some magical funnel fairy that would sprinkle new customers into your world just because you put that new download out onto the interwebs. Unfortunately, you've been lied to. If you don't have a connection between your download, you and your products and services, you will be waiting A LONG time for your cash register to ring. So ensure that you have a plan that includes that new freebie you are proud of that leads your people to where you want them to go next. Ending of course with them either purchasing or moving out of the funnel. (the latter is ok as well because when they leave they make room for someone else.)
7- Don't try to sell too soon.
We have all had or heard about the experience of the used car salesman stalking you as soon as you drive into the parking lot. It feels icky. But, have you thought about how your audience could be living that same experience going through your marketing system? When we provide something of value to our audience free of charge and then try to sell them into something quickly - like within the same transaction or the next email, we haven't earned the right to have their business yet. Meaning we are being slimy even if we don't mean to be. It's important to take into consideration your customer experience and also how long your sales funnel (warm-up) should be. Typically lower-priced products have a shorter sales funnel. But if you are going from a free video series into a $2000 course with no one buying - you're asking too much too soon! This is all determined by knowing your audience and your product suite.
8- Don't forget to sell.
The opposite scenario from the above is those who give everything away for free and never present an offer. Or, they make it impossible for their customers to know how to buy from them. (Guilty as charged - but I'm getting better!) Giving away everything for free is not only detrimental to paying your bills, but it is also a sure way that you are robbing your audience from results.  They don't have any skin in the game when they don't invest. It's an energetic transaction to exchange money. They are invested both monetarily and emotionally when they pay you money just as you are more invested because they have paid you than you would be if you were helping them for free.  Sell your stuff, stand up confidently in what you can do and change the lives of those that are waiting on you to do so. In the meantime, build a sales funnel so that you have a plan when you start to falter.
9- Build your sales funnel first.
Before you start that YouTube channel, have the Facebook Live, build your audience, invest in a marketing agency or spend tons of time and energy figuring out the best way to grow an Instagram following - figure out where you want them to ultimately end up.  What will they buy? Why will they buy it? And how can you make their journey to get there so easy that they can't think of saying anything besides YES YES YES all along their journey to get there? When you start with the funnel, it becomes easy to know how to promote, where to promote and what your next steps are. So start with your endpoint and work backward.
There you have it, 9 specific things you need to build an optimized sales funnel that works.  Sales funnels assure success even in times of uncertainty and crisis.  There are definitely specific components in your funnel that you can be and should be building right now.
Which will you be focusing on next?  Head on over to the Facebook Group and tell us what piece of this episode resonated most with you.
Listen to the entire episode here: