Step By Step Social Customer Discovery via Facebook for less than $50

 

The first step to launching/ marketing  a new business, product, or service is to make sure there is a product/ market fit.

The lean startup methodology says identify customers BEFORE you deploy resources to build a product or service

You must ID product market fit before any other work happens otherwise you risk wasting resources building the wrong thing. Instead of spending countless hours and tens of thousands of dollars building a product that no one wants you can test small and determine if your product solves a problem people want solved. Most products or services can save thousands in development by learning what customers want instead of guessing.

Lets say we are going to launch a new line of trendy kids clothing patterns for toddlers that moms can download and sew called KidCouture

Here is what you need

A description of your customer

Who will buy this? it’s not the toddlers. It’s probably moms, and not just any moms but moms who like to sew and make clothes for their kids. Not just any clothes though, trendy clothes. Now that we know who we are serving we need to figure out why they will buy from us.

A clear value proposition

This must be a one sentence or phrase description of what you will deliver to your prospective customer. This is the center of your business model.

The narrower the focus the better. Even if your product will do lots more figure out the shortest way to describe the core benefit of what you will do.

For our clothing patterns we think that moms will want these patterns because they are trendy, easy to make, and cheaper than fashion brands. So we will want to test Three functional Benefits

  • Easy to make
  • Value for money
  • Design conscious

Remember we are testing here so we can see if we have a fit with the market. we don’t want to test just one idea we want to test a couple ideas and see which one connects.

Our first 3 value test value props are:

  1. KidCouture downloadable DIY clothing patterns you can easily make for your toddler.
  2. Clothe your kid for less without looking homespun KidCouture downloadable patterns you can sew.
  3. Have the best dressed baby on the block download designer patterns you can sew for your toddler from KidCouture

Remember we are looking to see if people want this so all we need now is a way to test if they will respond to one of these value propositions.

 

Describe how you plan to deliver on the value proposition

The value proposition gets the potential customer to come to our test page. From there we want to see if we can get signups for our mailing list. We need to give them just a little more info to support the value prop, then get out of the way and let them respond.

We can test a description like:

KidCouture takes top designs from brands like Burberry, Ralph Lauren, Prada, and Alexander McQueen and shrinks them to toddler proportions then provides you with a pattern and some ideas for colors and materials to bring the designer look to your DIY Kid clothes.

All of our patterns are easy to follow and will have your kid looking fierce in no time.

Ask for an email address

You are looking for early adopters here so they are people who like to be first and like to know what others don’t. play on that. you will revise once you have some established market to go after the middle of the bell curve but right now we only need to talk to the early adopters because they are who will try us out anyway.

Try:

Get on the insider list to receive our first sample patterns the minute they are available signup with your email below.

Promote the Page

Your value propositions will be your ad text. since we want moms we are going to Facebook first. Where we can target

123,260 people
who live in the United States
between the ages of 25 and 45
inclusive who are female
who like #Sewing, #Fashion, diy fashion make clothing 3 or making clothes
who are in the category Parents (child: 0-3yrs)

We can reach these moms on facebook for less than $0.75 per thousand impressions. To get a good sample we want to get at least 50k impressions so a budget of $37.50 is enough for our first test

Track Your Results

There are three key metrics we want to find from this campaign.

  • how many ad views does it take to get a click to the landing page
  • how many landing page views does it take to get an email signup
  • Are there enough customers in this market assuming a 2 to 5% conversion rate from your email signups?

This quick test should take just a few days to run and give you information that you can continue to build from to make better decisions about product market fit.

If the numbers support moving forward you can go into product development. If the numbers do not support going forward go back and re-test with market parameters, or with different value propositions until you have enough results to decide to move forward, or pivot your concept.

Your Calls to Action Suck! How to fix the 5 mistakes that are killing your conversion rate.

Why is Vince Shlomi selling more on lat e night TV than your website is selling to qualified customers?If Vince Shlomi can sell the  Slapchop and the ShamWow on late night cable with crappy high pressure smamry sales techniques why isn’t your website converting more of the viewers who actually make an effort to see it into customers?

It’s because unlike Vince you don’t know how to excite people correctly and ask them to take action! Business websites regularly accept a 2 to 5% conversion rate as a “good” average conversion.

WAKE UP PEOPLE. If only 5% of the people who visit your website are interested in what you offer you need to change something. The problem is not that the numbers of interested parties are low. Here is a news flash if people aren’t interested in you and what you offer they will not visit your website. They may not be ready to buy yet but a visit is an indication of interest in a topic you cover. That means it is your job to inspire them to become a customer while they are viewing your website. And in most cases I have found the failure point is the call to action.

The 5 mistakes in your Current Calls to action:

1. No Call to Action at All

The most common mistake I’ve seen in a 12 years working with small businesses on their web marketing is expecting that a little button in the corner that says contact is enough to entice people to contact you. (this is why 2% conversion rates happen) very few of your potential customers want what you have from you so badly that they will contact you to get it. You MUST include a call to action of some kind on EVERY page in your website. Think of each call to action as one of the steps in your driving directions from Google maps. They aren’t all about the destination but they are all moving you one stage closer to the end goal.

Example:

Read, Learn, or See xxxx Click Here (this is a basic call to action that can fit on any page in your website because it links to further info (this is the smallest action you will ask someone to take. Including this alone will boost your page views by up to 100%

2. Not offering value for value

Customer information is currency. That is why facebook advertising is growing like crazy as is their corporate valuation. Every call to action that asks a customer to fill out a form, or sign up for a mailing list, or even share your information should tell them specifically what value they will get in return for doing so. In fact don’t even ask them to give you information just tell them what they are going to get and let them click on the link.

Example:
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3. Not Specific Enough

Odds are you do more than one specific thing for different types of customers. You probably even have pages that talk about different services or different ideas on your website. That means you need different offer for each page type. If you nutritional supplements for energy, immune system boosting, and increased focus, you need three different sets of calls to action. And you need to target your page content so if you are talking about increased energy your call to action should include something about increased energy. If you are talking about immune system health your call to action should include immune system info. Only using one call to action will immediately inform the visitors interested in your other benefits that you are not offering them anything at this time.

Example:
Immune System Page: Get a free sample of our Immune System boosting Supplement Click Here
Energy Page: Try Energy Booster for Free Click Here
Increased Focus: Test your focus with our free online assessment Start Now

4. Poor Page Placement

Calls to action should have on visible spot on every screen worth of scrolling. If I am reading your two screen long article on how to combat the signs of aging at any point in the reading process it has to be easy for me to click on a call to action and take the next step. DO NOT make me scroll to the bottom, or back to the top to find your call to action, I will just leave your site instead! Always make sure you have a call to action above the fold. (I prefer half way down the screen on the right hand side) most people are right handed and as such their mouse pointer hovers to the right as they read your content putting your fist call to action there will increase results.

Add another link to your most related call to action inside the body copy of your article as link text AND as a graphic. Last, include a call to action at the end of the page close to the bottom. If I have read your whole article please reward me with an easy next step don’t force me to go scrolling around hunting for it. You will lose me if you do.

Example: Clcik to View Larger - Conversion content structure call to action placement

Placing a click-able call to action in each screen worth of content makes it easier for your visitors to take action when they are ready without having to hunt for the button.

best conversion come from having one obviousl clickable call to action in each “screen” worth of content.

 

 

5. No Variety

If I visit 5 pages in your website and see the same 5 calls to action you are missing the boat! I haven’t clicked on the call to action you offered me because that particular one didn’t appeal to me.

This is where split testing or A/B testing can be valuable. Run two versions of each call to action, link to separate conversion pages that are no different except for the description of what the user will get. You will be amazed at how quickly your overall conversion rates improve but odds are you will eventually find multiple calls to action are equally good performers.

Variety is the biggest key to seeing 30% plus conversion rates. If each call to action connects with 5% of your visitors then you don’t need “better” calls to action, you need more of them that are equally good because not all of your visitors are the same and this is one of the most important realities of web marketing.

Example:
Both of these calls to action would appear on different pages in a site related to supplements increased focus:
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Increasing your conversion rates is not rocket science; it’s about understanding the dynamics of people and communication. Remember the keys that people need to be lead, it has to be easy, they have to get big value for anything they give you, and they are not all motivated by the same offers.

Go re-visit your website and look for the mistakes above. How many of them are you making? Got additional insights on calls to action and conversion rates? Please comment below and share them below.

Questions to Ask Before You Pay for SEO Services

Is your SEO provider recommending Key phrase specific landing pages?

Is your SEO provider recommending at least 20 different keyword phrases, (including “long-tail keywords”)

How are they expecting to measure success on the back end? will they be involved and provide reports?

Is there any press release SEO attached to the campaign?

Do they expect to provide any Link Building services?
If so get a list of sites they expect to submit you to before you pay for this and require some percentage of link adoption with confirmed reporting before you consider this stage completed.

Get a complete outline of your current positioning before they start so that you have a benchmark!!!