Hey everyone!
Jason here, digital marketing consultant.
And in this sales funnel build guide, you're going to learn how to transform your blog
and website into a lead generation machine, how your website and your sales funnel should
talk to each other and why you still need both to be successful with your digital marketing
efforts.
Timestamp table of contents in the description, along with some other helpful links, I'll
be referencing throughout this sales funnel builder guide.
Now, before we dive into how to three extra conversions on your blog and your website,
there are three foundational keys to success, when it comes to optimizing and generating
leads from your site.
The very first key to success is, knowing your customer.
If you don't already have an ideal customer avatar, and this is the very first thing you
should do, before you make any changes to your homepage.
I talked to a lot of entrepreneurs, who changed their homepage five or six times, just looking
at what they could be doing without using data to back it up.
So if you don't already have your ideal customer profile or you don't already have data that
tells you your homepage or your blog isn't working, then don't make any changes until
you follow key to success number two, which is installing Google analytics.
Google analytics, it'll take some time to collect the data, but after a few months,
you're going to have all the information you need to make those changes.
So when you're looking at your homepage and you go, “Hey, wouldn't it be cool, if”
fill in the blank was super time consuming, expensive change you'll know whether or not
that will actually contribute to your bottom line.
Now the third key to success when it comes to optimizing your blog and site for conversions,
is remembering that your website is not about you.
Your website is about your customer.
So with that, we're ready for the four steps of 3Xing your conversions.
And the very first step is the two big questions.
There are only two questions your homepage needs to answer.
I'll talk about your blog in a little bit here.
The first question is who the heck are you?
And the second question is, what can you do for me?
That's all your homepage needs to answer for whoever's visiting your site.
You don't need to go into a long story of your personal journey.
You don't need to talk about the 21 different offers or all the wonderful things you've
done in the past.
You just need to be short and sweet.
Here's who I am and a little bit of a credibility builder, and then go straight into here's
how I can help you.
Now there's two ways you can answer that second question, which is going to be step number
two here and that is the 1X.
So we've gotta start somewhere.
We've gotta start at one, actually starting to generate some leads for you.
So when it comes to your homepage, you either want to be providing an opt-in offer to collect
their name and email or phone number.
And or you want to be providing content for them to learn more.
So your opt-in offer, of course, is to build your email list.
Then you follow up with them via email.
Your content is there to build authority and rapport with new visitors.
Of course, it will help if you have Google analytics installed and you know where your
traffic is coming from, you'll know how much people already know about you.
So if they're coming from your YouTube channel, your Instagram account, and you know, people
have been following you for a while, then you don't have to spend as much time talking
about you are and why you should be listened to.
You can go straight into, “Hey, check out this cool offer that I have for you”, or
“Hey, check out this cool content.”
What's very important here and this is why this diagram is so key, is you'll notice that
all of these social platforms come before your website, not after.
So once someone's on your homepage, you want to direct them to other places on your site.
Not direct them back to Instagram, Facebook, or YouTube or Pinterest, wherever they came
from.
All of those social platforms are designed to get people to your platform.
Once they're on your platform, it's your job to either filter them into your content or
filter them into one of your email lists and follow-up sequences.
So for 1X, what you want to do, is eliminate everything on your homepage, except for engage
with your content or enter your name and email for a free offer.
So that's all you have to do for step number one.
Well, eliminate all the other links.
You just need one of those two calls call to action.
Of course, with the blog, you can have multiple posts, but if you're doing something like
podcasting, or you’re doing YouTube, put those things on your site.
It's very important that everything is on your site.
Once they hit the homepage, they stay on your site as long as possible.
Now, step number three here to 2X, is actually creating multiple offers.
And so what I want you to think of your homepage and your site, is the very top of the funnel,
where you're trying to filter people down into what they're looking for.
So think of it as a pool, right?
You walk up to the pool and there are a bunch of lanes.
You can choose which lane you want jump into, right?
Well, you want to view your homepage as the same way for your website visitors.
Do they want to go in lane one lane two or lane three?
There's no way you know, which one they want but if you give them options, they'll be able
to choose.
So as you can see with this diagram, instead of just making one offer right below the fold,
you are going to actually make three different offers.
So let's say one offer is about how to grow a YouTube channel.
The next offer is how to build a membership website.
And the third one is how to be more productive with your time.
Those are all very distinct things.
And based upon what the user is looking for, they’ll click on one of those, and then
there'll be driven to a individual landing page.
Now, something that's really important here.
You'll notice that after all of these landing pages and the individual opt-in offers, we
still give them the same email sequence.
Because you want to test what offers you should be making.
After a month or two, I could find that, Hey, you know what nobody cares about growing their
YouTube channel.
I should take that offer away and put in something about sales funnels, And then sales funnels
starts to work.
And you'll see in 3X, why this is so important.
But needless to say, it's really important that with your homepage offers, you make two
to four max, and then you can, what you can actually do, is using Google analytics or
using your WordPress plugin, is you can make sure that instead of showing all of your recent
blog posts, you show the recent blog posts from a particular category or the most popular
blog posts, from a particular category.
That way you don't have just your recent blog post showing up on your homepage, you're putting
separate categories.
So it's easy for people to filter out and find the information they are looking for.
So the key with 2X in your conversions here, is allowing people to segment themselves.
Now, once you've done all of this hard work, you're actually done trying to optimize your
website.
You need Google analytics to start collecting that sweet, sweet data.
And you're probably tired at this point.
Because it's a lot of work to set up, multiple offers and multiple landing pages.
So with that, what you're actually ready to do, is 3X is all about what's happening inside
your email sequence.
So not until this point, do you start actually creating separate email sequences for each
opt-in offer?
Now what's really cool here, is you're only going to be doing this after you've waited.
And you know, you have people opting into your list for that offer.
Like I talked about in the previous step, if nobody's asking for my lead magnet on how
to grow a YouTube channel, then I'm not going to offer that free PDF guide anymore.
I'll switch it out for a free PDF guide on how to build a sales funnel.
And maybe I find out that people really care about what it takes to build a membership
website.
Great.
Then in 3X, all segment out those people, instead of putting them into the email list
that everybody goes to, I'll create a new one and then I'll give them a separate specialized
email sequence, that's just about memberships.
But it's very important that we do this, only after we know there are a bunch of people
going in and talking about memberships.
Otherwise you're going to spend a lot of time writing email sequence one, two, three, four,
five, six, and then maybe only two people show up to, one of your email sequences and
wow, you just invested a lot of time when you didn't actually need to.
Now on the blog level, you'll actually be doing the same thing.
Each blog post will drive traffic to another blog post, if they're not ready to opt-in
to your email list or they'll drive traffic to one of your specific landing pages.
And that's all there is to it to 3Xing your conversion rates, on your website and blog.
So this is really important because your website is a filtering mechanism for all of your sales
funnels.
When it comes to sales funnels, they're designed to have essentially one offer and then drive
people through a sequence.
But if you don't know what offers that should be, that's where your website comes in and
allows you to filter and test out different offers without doing paid traffic, trying
to drive traffic to a landing page one, two, three, four, five, and figure out which one
works, just use your homepage and your website, that's hopefully already getting some traffic
to test out different offers.
And that's everything you need to know, to 3X your conversions on your website and blog.
So if you got some value out of this video, go and hit that like button, before you go
a quick pro tip.
Here's how you can use Google analytics to figure out which one of those landing pages
is working.
So you can go into your Google analytics account.
Remember there's a link in the description to how to set all this up, but you'll go to
behavior and you click on behavior flow and you'll get a diagram that looks something
like this.
And it will show you from your homepage, where people are clicking and what they're doing.
So you'll actually be able to see right here, inside of analytics, which blog posts people
care most about and you'll be able to see which offers and landing pages people care
most about and are actually opting into.
So if you have any questions about optimizing your website and blog for conversions, go
ahead and drop them in the comment section below.
I still read a reply to every single one and subscribe for more in-depth sales funnels
tactics and strategies, just like the ones covered in this video.
So go and hit that like button, subscribe and as always, keep building the business
you love.