Once you have a system in place, it feels like a burden is lifted from your shoulders. No more spending time on social media or struggling to find new ways to create value for your readers with no results to show for it. In addition, if you suffer from feast or famine marketing results, you find your sales smoothing out at a level you desire.
If you’re delivering much of your professional service yourself, time freed becomes time that can be used to add revenue into your business and time that you can put back into your life! The common joke is that entrepreneurs can work anytime they want, they just pick the 80 hours a week that they want…but it’s also a common frustration!
I used to spend hours a day on social media, tried to publish a great article daily, and I tried dozens of techniques, tools, systems, etc. as I educated myself on how to produce sales without struggling or working from sunrise until sunset. But, now that I’ve finally sorted out how to approach digital marketing, I’m finding a renewed sense of energy and joy in my business.
My approach is shown in the graphic below and I’ll describe it so that if you find your results frustrating, you can start changing them today. One note: this is just focused on leads and sales; getting more visitors is a subject for another day.
I guide traffic through links, posts, social media, etc. to one of three landing pages. Each page addresses a different group of people who have the same pain point to solve or compelling desire they want to reach. The landing page includes an offer for a resource that can help with their situation. I’ve found the type of report that I create and give away to be the most effective offer that I’ve created. It outperforms my 60+ handbooks, video courses, etc.
Once the visitors have received the resource, they are entered into my email list for their circumstance. Then I send a series of emails, typically four to six, that address the problems they are trying to solve. I’m not holding back on the information I share; instead, I try to pack as much actionable content as possible into the articles and videos I create and send. I typically time them to be delivered every two to three days.
Each email includes a link to the content, which opens in a specifically formatted page that delivers the message to the customer. The pages also have a “learn more” button for solutions that I offer, which address the challenges my customers are facing.
As they receive each message, those who I’m in a position to help are developing trust in me as I give them as much information as I can, which some can use to overcome their obstacles on their own. Others will click the button to learn more about solutions that they don’t have to do themselves and will have the opportunity to make a purchase if my solution is a fit for their particular situation.
My “lead machine” has worked wonders for my business and I’ve also implemented it in another business that I’m a partner in. Not only are visitors converting to leads and sales, but we’re finding the “right” customers more easily, which makes our work enjoyable!
I’m Michael Nelson, “The Cogent Coach,” and I help small businesses increase their revenue and valuation through strategic digital marketing. In my diverse path to this point I’ve served on the Staff of the Commandant of the Marine Corps, provided strategy consulting to the Executive Office of the President of the United States, been a pilot for a decade, lived and worked in 60+ countries and have been a lifelong entrepreneur.
These experiences helped form my passion for helping small business owners thrive. I delight in working with organizations where immediate impact is a decision away and nimble operations are the name of the game. It’s immensely rewarding working with entrepreneurs and their companies, seeing their trajectory rise, new jobs created and options opening up for owners.