The first steps to attracting hordes of you best-fit leads – I’m talking people flocking to your social media feeds, piling on in the comments of your articles, and swarming the stage at your next live speaking engagement – the first step to the clamoring crowds is to figure out what you’re doing wrong, what you’re doing right and on which channels you already have raving fans.
How do you get this data?
First, review the user journey on your website. (If you’re working with me, this review is first on our list.)
Step 1: Review user journey by first assessing each entry point for site visitors:
Look for words or design elements that might cause friction for your site visitors
Does the action you’re asking your site visitor to take sound too much like work?
Do you give your site visitors any reason to fear the click? In other words, are you crystal clear about what readers can expect when they click a button on your site?
Does the messaging on your web page match the messaging on the ad, email, or social media post that drove traffic to the page?
These are just a few of the checks you should do in your audit.
You should also review the user experience across all platforms – social media, website, email – before starting or changing your lead acquisition strategy.
Step 2: Before you write the first word of copy, publish the first lead magnet or buy your first ad, gather as much data as possible including:
Information about your audience
Analytics for the traffic on your site
Social media audience and engagement
The type and topics of existing content
Keywords and phrases you rank for in search engine results
Your site visitor’s journey can be affected by the content they were consuming on your social channels prior to visiting your site. Their journey can also be affected by search results they viewed prior to visiting your site.
You want to gather data important to the entire user journey and this means the journey to your site and the journey through your site.
Typically, customer and competitor data is good for up to a year so use any existing data you have that is fresh and build from there.
If your business is brand new and you don’t have a lot of customer data yet, you can still gather information on your existing efforts and turn to lookalike competitor audiences for other data.
Once you’re completely familiar with your buyer journey, the next step is a complete competitor analysis.
I walk you through conducting a comp analysis here.