The Conversion Code

by Smith, Chris

• ISBN13: 9781119211884
• ISBN10: 1119211883
• Format: Hardcover
• Copyright: 2016-03-07
• Publisher: John Wiley & Sons Inc

Summary

"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.

Author Biography

CHRIS SMITH is the co-founder of Curaytor, a social media, digital marketing, and sales coaching company that helps businesses grow faster. In less than three years, he used The Conversion Code to grow Curaytor to over $5 million in annual, recurring revenue, without raising any venture capital. Prior, Chris worked for two billionaires, a near billion dollar publicly traded company and a startup that was acquired for $108 million. He speaks live in front of more than 50,000 people a year.

Table of Contents

Introduction: How The Conversion Code Was Created ix

How to Crack the Conversion Code xiii

PART I CAPTURE INTERNET LEADS

The Marketer’s Creed 2

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

The Scheduler’s Creed 84

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

The Closer’s Creed 104

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" 106

Gaining Control and ARPing

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