Mastering Your Organic Leads Strategy In 2022Mar 21, 2022
MASTERING YOUR ORGANIC LEADS STRATEGY IN 2022
Today, I want to talk about something that can kind of get hidden away. We tend to forget to go over this again, especially as we’re trying to grow: making sure your organic lead strategy is working + converting.
I’m excited to walk you through mastering your organic lead strategy. I do this quite often with my students, because I find it’s something that can often slip through the cracks. I make myself do it every quarter + I’m going to send you away from some homework at the end of this post.
We always want to have an organic lead strategy in place, because you won’t always be running ads or having someone else in charge of lead generation. There are million dollar earners who do solely organic lead generation, so it’s entirely possible.
We will discuss:
- Plugging the leaks in your sales funnel
- Developing your opt-in
- Adding your tripwire
- Writing an effective email sequence
- Analyzing your sales funnel statistics
- Your organic marketing strategy
- Visibility and PR
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PLUG THE LEAKS IN YOUR SALES FUNNEL
At least once a quarter, we need to look at our funnels + plug any leaks. What I mean by this is, you can maybe have your opt-in done + offer one-on-one coaching + think that is enough. When you start pitching yourself for press opportunities + driving traffic to your site, however, you might notice that your sales don’t increase. This is a worst nightmare scenario, right? You are putting time + energy into your PR strategy, but it is not affecting your bottom line.
If this is the case, it’s time to look at your existing funnels. I know that can be seen as a negative word, but it doesn’t have to be. We want our funnels to work. The first thing I want you to do is get really crystal clear on the main offer you want people to convert to: one-on-one coaching, a group program, a membership, a course, a done-for-you service, or whatever it may be. What is that one thing that you really want people to buy?
DEVELOP YOUR OPT-IN
Then, we need to reverse the engine. We need to go back to the very beginning. What is the opt-in you are advertising through your free online content? I call this content your visibility vehicle. It could be your blog, your podcast, a livestream show, a video channel, a summit, guesting on other podcasts, or posting in free Facebook groups. What is that first step that you are encouraging people to take with you?
For opt-ins, I recommend things that are a bit more engaging such as quizzes, online challenges, or video training series. You can absolutely do a checklist or an ebook, I’ve just found that they don’t convert as highly on the back end. The other thing you can do that are really popular are templates.
ADD YOUR TRIPWIRE
If you already have your opt-in, let’s take it from there. How is your tripwire? This is the low-cost offer you present on the thank you page after someone opts in to your free resource. You may say you don’t really need that, or maybe you are directing them to your free Facebook group. That’s totally fine, but if you want to increase the chances of someone converting to your main offer, it’s a great thing to have them immediately pulling out their credit card or PayPal right after they opt in to start warming them up.
This is also a chance for them to be able to work with you in a small way. If it’s a good experience + if your work resonates with them, then they are likely to invest more down the line. So if you have not put this into your funnel yet, it is a really important step.
WRITE AN EFFECTIVE EMAIL SEQUENCE
Last but not least, the email sequence leading to the big offer has to be effective. A lot of people miss this part so they may be getting leads without any way to convert them. Be sure you are including at least 5-7 emails between the opt-in + introducing your main offer. Share who you are + why you are different, provide free advice, + nurture your leads.
ANALYZE YOUR SALES FUNNEL STATISTICS
This is the first thing I always look at when it comes to getting leads organically. What does the funnel look like, + how is it converting? Once you have it in place, it’s really easy to keep an eye on the stats. Let’s say 100 people make it to your opt-in page + 75 of them actually opt in, then you know that page is converting well + doesn’t need to be adjusted. If only 10-20 are opting in, then there is something wrong with the page. You know you have to fix that leak.
Once they have opted in, if you are getting between 30-50% conversion with the tripwire then that is doing a fantastic job.If it’s really low, like 2-5%, then you may need to change visuals or the way that you are presenting your offer.
In the email sequence, you can look at how many people are opening it. If people aren’t opening it, then you need to change the subject line. If people are opening the emails but not clicking, then you need to change the body.
If you are getting a nice conversion rate, probably between 2-5% on the big offer, then you know the email sequence is nurturing your leads well. If you aren’t getting any sales, then the email sequence needs to be tweaked.
There is a way to look at everything analytically, without taking anything personally. It’s just data, + it allows us to adjust + tweak as needed.
Once that is all in place, you can go out there confidently with your organic marketing strategies. You know the value that you bring, + you know you can convert leads into buyers.
I hope that is helpful, to give you a little bit of that strategy. If this is something you want to go a bit more in depth with, or if you want to analyze your unique personality type to see which visibility vehicle may be right for you + your strengths, I invite you to take the Visibility Quiz. The quiz breaks down four archetypes + walks you through a free 20-minute training to show you your strengths + weaknesses. So many entrepreneurs have taken this quiz, + I hear over + over again that it feels like I know them. It’s because I have studied this for a long time, + this is my strength. Hopefully you will hop over + take that quiz + you’ll be able to see the type of funnel I’m talking about in action.
YOUR ORGANIC MARKETING STRATEGY
We have looked at our funnel, + we have plugged the leaks. Now, we’re looking at how to get out there + market to bring leads into the funnel. You need to make sure you aren’t just relying on one medium for your marketing. A lot of people just start on social media + they get frustrated because they’re not getting the numbers they want. I think it’s a really good idea, especially in the first couple years of your business, to really diversify.
I know a lot of people will say to go all in on one platform, + you definitely can. But I’ve found more success varying it between two or three platforms. You could focus on Instagram reels, a specific Facebook group where you’re giving value, + then maybe a TikTok because you can always repurpose your reel. Testing different platforms out can be helpful as well. I’ve had students that work religiously on Facebook for years, + then one went over to LinkedIn - that is her platform!
I’m always going to encourage people to try out Pinterest. When I could not get the needle to move on my monthly opt-ins + I was feeling really frustrated, I committed to Pinterest. That has made the biggest difference for me, + now I rest easy knowing that I’m bringing in hundreds of opt-ins a month.
For me, guesting on summits has also been a great way to bring in opt-ins + conversions. This is why I think that it isn’t necessarily the best advice to go all in on one platform. I think it’s better to diversify. Figuring out where you have a bit of a competitive edge is key. You can look at where most of your opt-ins are coming from + what strategy is most beneficial to see what is truly worth your time. Guesting on summits is great for me because I enjoy teaching + it’s one of my strengths. Once people see me on camera they know really quickly if I’m their person or not.
So, it makes sense for me to guest on summits as much as I can. It brings opt-ins into my funnel. Other people do extremely well live-streaming on Facebook or hopping on Instagram stories. In order to find our best platform(s) we need to experiment + be willing to go all in on a strategy for a minimum of 90 days. This is what I teach in the Visibility Lounge. You need this much time to study your progress + really see what works + what doesn’t.
VISIBILITY AND PR
I think this is a really important strategy to employ in your organic marketing, because you should not be moving on to PR until you have this locked in. Trust me, PR takes up time + attention. You want things working for you + you want your system in place before moving on to PR. That can be really frustrating for people, but the first goal of PR should not be to make money. If that is your goal, you’re going to be disappointed + frustrated. You’re going to be really mad when you get on your dream stage + it doesn’t lead to more profit in your business. We want to make sure our organic marketing is on point so we have the reliability in place to move to PR or ads.
I hope this was helpful in getting you to think about where you can plug the leaks in your sales funnel. Please don’t beat yourself up about anything I mentioned today - we all make these mistakes! I have to go through my public speaking funnel because I know I still have some Deadline Funnel links that aren’t working. Set aside some time to start going through things. It’s always a good idea to plug these holes, so you can become more profitable + more impactful to the people that you are trying to serve.
If you need help with visibility - what you’re doing to attract traffic, subscribers, + customers - I would love to support you through my mentorship in the Visibility Lounge. This is where people come to master their messaging + funnels, + to start driving organic traffic. If you have been wanting to start a blog, podcast, video channel, live-streaming show, or online summit, I will break down each + every one of them for you. I will also show you a technique called visibility vehicle stacking, which will help you get on multiple platforms at once. My students catapult their visibility, move the needle in their businesses, + progress forward into PR. I would love to see you in the Visibility Lounge if it feels like a good fit for you at this point.
You can always email me at [email protected] with any questions or comments.
Next week we will be getting back to color. I just wanted to take a little break to talk about funnel strategy, because it’s so important to get this on point as we move forward in 2022.
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