This is a summary transcript of Mitchell Harper’s
video on how to increase your conversion rate by building a content funnel. He
has built a number of companies worth up to $200m and more. ‘At best, 4% of
your web site visitors are ready to buy right now. But what about the other
96%? When they’re not ready to buy, they’ll leave and probably never come
back.’ He outlines a simple strategy that many companies try and follow but
get the mechanics wrong for.

Summary transcript of the video

When people come to your website, 96% won’t buy. They’ll turn up to your
website and, for a myriad of reasons, whether that’s your pricing, product,
whatever, they just don’t buy. They might not need your product for 6 months.

I’ve got a flow chart of what to do, I think it’s intuitive once you see it
and once I explain it to you but what I see when I coach founders, they get
the principal but they don’t get the mechanics behind it.

Lets say 100% of people get to your website. Lets say 4% (industry average is
2 or 3%) who come to your website will buy. What happens on most websites is
that the 96% of people who turn up just leave. If you want to grow your
revenue without increasing marketing spend. What do you do? You target the
96%.

Capture their email using HelloBar

When they come to your website, you want to capture them when they intend to
leave. There are few ways to do that.

Some companies use an ‘exit pop-up’. We don’t want to sell them anything at
that point. We want to capture their email. One tool that does that without
being slimy is ‘HelloBar.com’. It does a really good job at that. They’ve got
a free plan and it’s around 30 bucks a month to customise. Install this on
every page of your website and blog to capture the email address of the
visitor when they intend to leave. You can, within the settings, show them
Hellobar when they intend to leave. I’ve tested all the options and the one
with the modal where the background darkens works best. Around 4.25% of
visitors leave their email address. That’s gonna take your abandonment rate
down.

You’ll get 5% of people who were gonna leave to leave their email address. If
you have 1000s visiting a day that can be 100s leaving their address.

Leverage the content you’ve made

Then you can use your email marketing tool, I use Mailchimp, and leverage the
content you’re using now. Does not matter if you create blog posts or videos
or white papers.

The whole idea of getting them into the content funnel is that they won’t buy
now. They’re going to buy at some point. You want them to buy you. To do that
is, stay top of mind. The only way to do that is to give them content that
helps with their purchasing decision or another problem. So you want to build
trust and when they are ready to buy you’ve helped them and they’ll remember
you.

This whole process is automated. Every time you post a new blog post, they get
an email e.g. 21 ways to solve whatever problem etc. You want to have content
that’s solution focused.

No pitches or promotions. Don’t sell to them. Keep it 100% educational

Lets say you were selling analytics software then you might write ‘the 5
metrics every business in whatever industry must track’. Zero sales content ,
no promotions, no coupon codes. 100% educational only.

Every 3 or 4 days, have someone on your team or agency to create content to
put it on your blog.

They will go straight to you when they’re ready to buy.

You can build an email list of 1000s of people and when they are ready to buy
they’ll go straight to you.

Are you actually doing this in your business? probably not. When you think
about increasing your revenue you can get more customers or charge existing
customers more. You don’t have todo that, you can use this low hanging fruit
idea. They’re not ready to buy, they’re not ready to transact so give them
something of value.

Make them look good to their boss

A very simple strategy. If you implement this and give it 6 months and create
content every few days it’s very easy to add 30% to 40% to your top line.

Your competitors are sending discounts and coupons but you’re helping them
solve problems. One of the best things you can do is help them look better to
their boss. They’re gonna love you for that.

Used this at all my companies

That’s a very simple content funnel strategy that I use at all my companies
and has a dramatic impact on revenue and conversion rate.

Your blended conversion rate will easily double. It halves your acquisition
costs and doubles your revenue.

Create the content yourself if you have to. It can take only a few hours a
week because you probably know your prospects better than anyone else.

End

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People want to buy a specific result

If you liked the above then read this quote on product marketing by the same
guy:

“When was the last time you woke up and said:

“Today I’m going to buy some software/consulting/services/apps/etc?”

Seriously, when was it?

No One Gives A Sh*t About Your Product.

They want to buy a specific RESULT your product gives them.”

Read more on that quote and see a few more.

5 more motivating customer success
quotes

Clone your successful customers

Also read Lincoln Murphy’s ‘5 Ways to Accelerate Sales’ including his point on
cloning your successful customers.

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