So many lost opportunities.
Companies work so hard for traffic. SEO, PPC, Inbound marketing, Infographics, RSS feeds. The list goes on and on.
But of all the noise around getting eyeballs on your website, very few companies effectively build a list of leads that they can continually market to after the fact.
With attention spans getting shorter, and the amount of high quality content going up on the web there is a lot of competition for browsing attention.
Bounce rates go up, engagement goes down.
That’s why new websites need to be damn good at capturing visitors and building a list. Build a list or die.
How to start building a list for your company
If you have absolutely no list then you need to find out what they want. Whatever you do, DON’T ASK YOUR STAFF.
Ok ok, you can ask your staff, but once they answer, completely ignore them. What you need are answers from your customers, not your staff. If you have recordings of customer phone calls then listen to them. You will find insights that your staff would not relay back to you.
The best way is to go right to the source, and there are a number of excellent ways to get feedback from visitors to your site. My personal favorite is Qualaroo.
Qualaroo allows you to setup small questionnaires right on your website so that you can ask visitors specific questions about what they’re looking for.
Ask your visitors questions like: “What is the single biggest issue that we can help you solve” or “Is there something we could do today that would solve a problem for you?”
You’ll be amazed at some of the answers.
Turn these answers into a solution
The next step is to take this feedback and turn it into something that your visitors can use. In the case of a marketing agency this could be a whitepaper that solves one single marketing issue for their visitors right away. If you are a landscaping company create a video that shows your visitors how to solve the big issue that they told you about in the survey.
The most important part of this step is to make the solution simple and easily applicable. Choosing to solve one single, quick issue is way more powerful than giving away a 30 day course or a 200 page ebook covering an entire array of topics.
Once you have your downloadable giveaway it’s time to start building that list.
Solve their problem by giving away the solution
Next create a landing page to promote your giveaway. This one step is probably the hardest part but don’t be afraid of putting up a really basic page. If the solution you are solving is a big problem in the eyes of your visitor you will not need fancy graphics and copy in order to get signups.
Sign up with an email marketing service like aweber and start collecting lead information. You can use this information to continue to market to your visitors long after they have first visited your website. This will help to keep your traffic numbers up and keep you fresh in the minds of your prospects.
If you’re not building your list, you’re dying.
As always, test like hell and leave me a comment.