"If you need more traffic, leads and sales, you need The Conversion Code."
Neil Patel co-founder Crazy Egg
"We've helped 11,000+ businesses generate more than 31 million leads and consider The Conversion Code a must read."
Oli Gardner co-founder Unbounce
"We'd been closing 55% of our qualified appointments. We increased that to 76% as a direct result of implementing The Conversion Code."
Dan Stewart CEO Happy Grasshopper
"The strategies in The Conversion Code are highly effective and immediately helped our entire sales team. The book explains the science behind selling in a way that is simple to remember and easy to implement."
Steve Pacinelli CMO BombBomb
Capture and close more Internet leads with a new sales script and powerful marketing templates
The Conversion Code provides a step-by-step blueprint for increasing sales in the modern, Internet-driven era. Today's consumers are savvy, and they have more options than ever before. Capturing their attention and turning it into revenue requires a whole new approach to marketing and sales. This book provides clear guidance toward conquering the new paradigm shift towards online lead generation and inside sales. You'll learn how to capture those invaluable Internet leads, convert them into appointments, and close more deals. Regardless of product or industry, this proven process will increase both the quantity and quality of leads and put your sales figures on the rise.
Traditional sales and marketing advice is becoming less and less relevant as today's consumers are spending much more time online, and salespeople are calling, emailing, and texting leads instead of meeting them in person. This book shows you where to find them, how to engage them, and how to position your company as the ideal solution to their needs.
- Engage with consumers more effectively online
- Leverage the strengths of social media, apps, and blogs to capture more leads for less money
- Convert more Internet leads into real-world prospects and sales appointments
- Make connections on every call and learn the exact words that close more sales
The business world is moving away from "belly-to-belly" interactions and traditional advertising. Companies are forced to engage with prospective customers first online—the vast majority through social media, mobile apps, blogs, and live chat—before ever meeting in person. Yesterday's marketing advice no longer applies to today's tech savvy, mobile-first, social media-addicted consumer, and the new sales environment demands that you meet consumers where they are and close them, quickly. The Conversion Code gives you an actionable blueprint for capturing Internet leads and turning them into customers.
Table of Contents:
Introduction: How The Conversion Code Was Created ix
How to Crack the Conversion Code xiii
Part I Capture Internet Leads 2
The Marketer’s Creed
Chapter 1 Need More Leads? How to Build Websites and Landing Pages That Consistently Capture Internet Leads 3
Content Is Not King if Your Goal Is Capturing and Converting Leads—Design, Being Purposeful, and Landing Pages Are King 3
How to Quickly and Inexpensively Turn a Website into a Lead-Generating Machine 8
Landing Pages are the New Black 11
Microwave Marketing Mentality 13
Get the Most Out of Your Website and Landing Pages by Retargeting the Visitors Who Do Not Convert 18
Chapter 2 Writing the Perfect Blog Post 21
Headline 22
Storytelling Hook 22
Fewer Characters per Line at First 23
Featured Image 23
The 1,500+ Word Sweet Spot 24
Soundbites for Social Sharing 25
Now You’re Creating Content That Is Ready to Be Optimized for Lead Generation, Social Media, and Search Engines 25
Chapter 3 Optimizing Your Content for Lead Generation, Social Media, and Search Engines 27
Optimizing Your Content for Lead Generation 27
Optimizing Your Content for Social Media 31
Optimizing Your Content for Search Engines 31
Chapter 4 Advanced Facebook Marketing and Advertising Techniques That Generate "Ready to Buy" Leads 37
Facebook Profile Pro Tips 38
Facebook Groups 45
Facebook Pages 47
Facebook Ads 48
The Essentials of Running a Great Facebook Ad 51
The Perfect Facebook Ad Funnel 54
Four Facebook Ad Types Everyone Should Run 60
Chapter 5 Simple Strategies (Beyond Facebook) That Drive Massive Traffic and Leads to Your Website and Landing Pages 65
Email Marketing 66
Retargeting 67
Curation 69
YouTube 70
Twitter 72
Instagram 74
Guest Blogging 75
Podcasting 76
Webinars 77
Part II Create Quality Appointments 84
The Scheduler’s Creed
Chapter 6 How to Use CRM, SMS, and Marketing Automation to Immediately Turn a New Lead into a Hot Appointment 85
The Fortune Is in the Follow-Up 86
Speed + Tenacity + Script = Highest Conversion Rate Possible 88
SMS > Email 91
Emails That Work 91
Chapter 7 Need More Appointments? How to Use Email Marketing, Retargeting, and User Tracking to Turn Old Leads into Quality Appointments 95
There Is No Longer an Old Lead Bucket 98
Ads as a Lead Follow-Up Tool 102
Part III Close More Sales 104
The Closer’s Creed
Chapter 8 Need to Know Exactly What to Say to a Lead on the Phone? How to Have a Perfect First Minute on a Sales Call with an Internet Lead 105
The Two-Step Precall Lead "Stalk" Gaining Control and ARPing 106
Chapter 9 The Digging Deep Technique: Questions to Ask That Make It Impossible for an Internet Lead to Say No 115
The Digging Deep Technique 116
Chapter 10 How to Build Trust with an Internet Lead in Two Simple Steps 121
Chapter 11 Proactively Uncovering Objections 123
Chapter 12 How to Start Closing an Internet Lead Using the "Five Yes Technique" 127
The 20/20/20 Sale 127
Chapter 13 How to Pitch Using the “Feature, Benefit, Tie-Down Technique” and Identify Exactly When to Close 131
Always Be Closing 133
Chapter 14 Exactly What to Say When You Start to Close 135
Chapter 15 The Two-Step Close 137
Step 1: The Trial Close 137
Step 2: The Slot Close 138
Chapter 16 What to Say When Someone Still Says No 141
Buying Questions versus Objections 141
ARCing 141
Chapter 17 They Said Yes! Now What Do You Say? 147
Chapter 18 How to Turn a Closed Internet Lead into Even More Sales 149
Bonus: Checking the Analytics and Metrics That Actually Matter (and what to do based on what you find) 153
Notes 163
Index 167
