Average lead to opportunity conversion rate in NDAs

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if you want to improve your lead conversion rate I've got four big ideas that I'm going to share with you in this video hi my name is Daryl Evans and if you don't know who I am welcome back to the Mind shift Channel and over the last 12 years I've been helping clients and companies like yours grow to the tune of over 300 million in revenue and I've been an entrepreneur myself for the last 30 years both on and offline so I hope these tips will help you before we get into the tips let me get into some thought process that I want you to have related to this conversion idea because when we are seeing problems at the level of conversion generally the problem lies a few steps ahead which is what I want to share with you in the four big Ideas today let's Dive Right In the first big idea and the first question I want you to ask yourself is is who is your ideal customer second question what are their pains it's the person who is the person that has the problem get very crystal clear about it but here's where the magic turns as it relates to this idea of who is the person and what problem or pain do they want to solve you know when I think about the problems that we have to work through at our agency and when I'm working with coaching clients is they're really not clear about the problem that the person wants to solve they're clear about the way that they can solve it for someone you cannot be a master in your craft when you're trying to be a jack of all trades so when it comes back to who you're targeting who you're marketing to you got to get really crystal clear on who it is by being able to describe what I call their empathy Journey or their buyer's Journey related to how they feel what is the pain what is the problem what's keeping them up at night what are they thinking about 11 o'clock when they go on to this little thing called Google and they try to figure out how they're going to solve the problem related to the product or service that you offer so when we spend a lot of time with this we're really spending time on the pain that the person has that would lead them into a mechanism to get them to want to journey into your world whether that's so through social media whether that's through video whether that's through YouTube whether that's through Google or whether they're already in your network so the thing I want to leave you on in Step number one is get clear about that person understand what's going on in their world from a pain standpoint one of my mentors taught me years ago you've got to be able to describe their hell as good if not better than they understand it but then more importantly you've got to take them and be able to take them on a journey to see their Paradise okay they have to be able to know that you're going to take them from Hell To Paradise step two in this process to increase your conversion rate it's more consistently all the time is to really understand where did this lead come from or where did you find this person online and there's two different types of leads you're going to get you're going to get someone who may find you on social media and they'll come in through what I call the top of the awareness funnel and they may or may not have the problem and the urgency with which they want to solve the problem the social media lead whether they came from a YouTube channel they came off of your Facebook page or your post or something in the social Arena there's a good possibility that they're missing one of the four criteria that would even make them a lead in the first place what do I mean what's important about that is if someone finds you on social media they might be interested in solving the problem they might even acknowledge that they have the problem but they might be missing the components of band that have to do with timing budget and Authority even if they agree that the need is present which is what the n stands for so they Googled you they found your ad they clicked on your YouTube ad obviously they could click on ads on LinkedIn and Facebook Etc but generally speaking we're having this conversation when people are arriving on your website from Google maybe even blogging maybe you're running Google ads which is something we do Bing ads whatever it may be and you're bringing people into your funnel why aren't they converting when someone goes on to Google and you were successful either getting ranked on the first page of Google your blog post your sales page your service page your home page or you're in the ad section in the map or in the map section itself or you're at the top of the page with Google ads here's what you got to remember and where everybody makes a mistake you're not the only one there you're not the the only one they saw even if they clicked on your ad for 10 bucks they clicked on other people's ads and entered other people's funnels or sale sequences Etc and what we find a lot of times is you're not properly setting up the right response mechanism when someone goes through that process or you're setting up a system where it's not easy for them to find the answer to their query here's the biggest mistake I see with most of it is you landed them on a page that gives them 18 things to do you didn't take them to an appropriate landing page you didn't take them through appropriate sales page that resonates with the query that they typed in you put up a one-size-fits all page and then you're wondering why you didn't get the conversion so step number three in this process of increasing your lead conversion rates is having the right invitation for them to even become a lead in your world in the first place it is Elementary business in this game called digital marketing to make sure that when someone clicks on an ad that you're running and you're going to pay to get the click and you're going to pay to get the lead that the invitation or the message or the lead magnet if you will on the other side matches what they clicked on here's an example of what's bad and let's say the law firm practices in three areas of law they practice business law they practice bankruptcy and maybe they practice estate planning I'm just making this up as we go but what happens I see all the time is I will see their ad campaign plus their ad groups and their keywords are advertising the area of let's say bankruptcy Chapter 7 bankruptcy let's say and when I then audit the route of travel when the lead clicks on the ad and ends up on the page the page has something about bankruptcy it has something about Estate Planning and it has inevitably something about business law and then me as the user as the customer potential process aspect I have to hunt and Peck my way around to even come into your world what you're doing is you're making the lead work and you're making me have to figure out how do I get into your world no no no no no no no no no you have to make it Crystal Clear here's the very least thing you can do set up a page specifically for your bankruptcy keywords you set up a page specifically for your estate planning keywords you set up a page specifically for your business keywords in this example that's obviously not as as deep as it would go you've got to go a little bit deeper than that to get more specific but you've got to at least do that you have to understand going back to Step One what is the number one or two or three pain points that you already know they want to solve you do this right you will have people saying to you your page just spoke to me I can't believe it just seemed like you were reading my mind and let's be clear one key word in an ad doesn't make you know that you're reading their mind because the keyword is Broad but what's really the problem did you address those FAQs on the page do you have videos on the page do you have a mechanism that's what's going to help you build trust that's what's going to help you build rapport that's what's going to help you stand out like the expert because they saw other people besides you so if you want to increase your lead conversion rates you've got to get specific about making sure you highlight that you understand where they're coming from in their pain there is more money being left in advertising and marketing on the table because of this fourth step that's not being done in terms of increasing your leak conversion rates and that is the vast majority you're living on feast or famine based on the initial ad impression the initial click which might be two four five ten percent and then you're complaining that you only got two three four five percent conversion rate into your sales mechanism here's the thing you're missing you're only capturing a fraction of the people that could be ready to buy today and you're not doing two things properly number one you're not properly running multiple layered ad campaigns on multiple platforms such that if this person clicked on your ad today Googled clicked on your ad landed on your page whether they did or didn't opt into your place of sales process or not today you're not following up with them anywhere else online see that's problem number one so you've got to have an appropriate retargeting and multi-channel AD strategy and you don't need to spend for example 85 of your budget will be on Google let's say well then you need to spread the other 10 to 15 out across platforms like Facebook Instagram LinkedIn YouTube Twitter Etc whatever is relevant for your business but you cannot just assume that because they arrived on Google because you wrote a good ad or you hired an agency like ours and we wrote all the copy and we're the experts that we're going to convert everybody who clicks on an ad it's just not reasonable number two you are retargeting or remarketing to those people that did not convert the first time through my encouragement is you must think through how do I get the right person to come through my door and pushed the wrong person away it does no good to have your sales team talking to leads who are just lookie-loos it'd be better off that they don't convert on that page because that page is very specific to the problem they will solve these are some of the problems that we see all the time in our agency helping clients and I hope you will stop making these mistakes and improve your conversion rates on everything going forward if you've enjoyed today's video leave me a comment below and if you have a question that you'd like me to answer in a future video I'm happy to do that be sure to hit the like button if you've enjoyed this today share it with a friend if you think it could help I'll see you next time