In today’s episode, I’m continuing this month’s theme of growing a new online business, and I’m going to be sharing the 3 mistakes that I see most new online business owners make when getting clients, especially in the first 1 to 2 years of starting their business.
I also want to let you know about my brand new mastermind for online business owners that is now open for applications. This mastermind is led by me, your marketing mentor, and is focused on marketing for online business owners as well as being a support group and community with other online entrepreneurs and myself.
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Hey fellow online business owners! Super excited to have you tune in to today’s show. So in today’s episode, I’m continuing this month’s theme of growing a new online business, and I’m going to be sharing the 3 mistakes that I see most new online business owners make when getting clients, especially in the first 1 to 2 years of starting their business.
Now if you ever want to connect with me or reach out to me, you can find me on Instagram at @thisischrystan. I would love to hear from you because I love to hear how this podcast episodes are impacting your life. And if you’re new here, I would highly suggest going back to binge listen from the start.
I also want to let you know about my 3rd annual Social Media Online Summit 2020, which is an online conference that I run every year and this is the 3rd year I’m launching it. So it’s the world’s largest social media conference online and features more than 30+ of some of the world’s top social media marketers. Many of them I personally know and have spoken on stages with them, so now you get to learn from them from the comfort of your own home. There are different tracks from Facebook marketing to LinkedIn marketing to Instagram marketing to YouTube marketing etc.
You can get access to all of the sessions from just $29 and the online conference is from February 7 to 9. There’s also a lifetime access pass option for those who cannot watch the sessions during those 2 days. So for more information about Social Media Online Summit 2020, go to socialmediaonlinesummit.com.
Ok, so let’s dive into the first mistake that I see most new online business owners make when getting clients, and that is not knowing exactly how they are going to attract their customers or clients, convert them into paying customers, and then deliver the final service or product.
I want to share a story about an online business owner that I’ve been advising. She started her online business about a year and a half ago, and she does a bit of life coaching and meditation and natural healing and all that stuff. One of the biggest problems that she faces is that she doesn’t know for sure how to get new clients. She’s on Instagram, she gets clients from word of mouth, but it’s all very confusing for her. And then when she gets someone interested in her services, she doesn’t know how to convert them effectively.
So let’s talk about attracting new customers or clients. Very often, the biggest mistake I see new business owners make with attracting new customers or clients is not knowing exactly where their leads will come from. Is it going to be from their Instagram account? Is it going to be from ads? Is it going to be from partnerships? Is it from their YouTube channel? Is it from LinkedIn cold outreach?
Now the channel is less important than choosing one and sticking to it. So figure out which traffic source is going to be that one traffic source that is going to be the most effective in bringing in the leads, and then stick to it. Here’s the trick, you want to stick to one traffic source for one year.
In my first year of Chrys Media, my one traffic source was running online conferences. Nothing else. I ran 5 online conferences that year and that brought in all the leads I needed that year.
After that first year, I’ve moved on to focus on partnerships as my one main traffic source for Chrys Media, and then this podcast for everything under the Hack Your Online Business brand.
The idea is that when you focus on one traffic source for that one year, you know exactly what you need to do to make that one channel grow and scale. If you’re spread thin as a new business owner, trying to grow your presence everywhere, you’re not going to see real growth in any of the channels. So if it’s going to be LinkedIn for you, stick to LinkedIn for one year. If it’s a podcast that’s going to be driving all the traffic, then stick to that.
Now let’s talk about converting your traffic into happy customers. It’s one thing to get people into your funnel, but if you don’t know how to convert them properly you’re not going to get far. So a lot of new online business owners don’t know how to convert their traffic. I want you to think of a simple funnel, traffic, free lead magnet, sales call or trip wire, close the sale or upsell.
So let’s talk through that. Now that you know how to attract leads, you’ll want to make it attractive to them to give you their email address or phone number or their data in exchange for something valuable and free. So depending on your online business, that might be a free guide or a free mini course or a 5 day challenge.
Once they consumed that free lead magnet, the next thing down the funnel is to get them to either buy a tripwire which is a product that is of a smaller value and ideally priced no more than $50, depending on your business model, or to jump on a sales call with you if you’re a service provider or you sell high-ticket items that need more nurturing.
After the trip wire purchase or the sales call, next thing is to upsell them the final product that cost more, or to get them to purchase after the sales call.
This is a simple funnel that works very well for me, and of course, the details would depend a lot on what your online business model is.
After the attract and convert, next is the delivery. Once someone signs up for your service or buys your product, how are you going to deliver your service or product in a way that makes them a happy and satisfied customer? So for Chrys Media, once we sign on a new client, I like to send a quick thank you video to their emails, and then a month later I like to deliver a little gift to their homes or offices. Now of course, we always do our best to deliver the best Messenger bots so that would mean delivering on time, being responsive to emails and questions, and always keeping the clients abreast of any updates.
Alright let’s move on to the 2nd mistake that most new online business owners make when getting clients, and it is kinda tied to the 1st mistake. The second mistake is many new online business owners, or even seasoned business owners, don’t realize that there are 3 types of audiences. The 3 types of audiences that they have are cold, warm, and hot.
The mistake that I see many business owners doing is thinking that all of their audience, so everyone on their email list or social media followers are hot leads, so most or every content that they put out are buy my stuff, sign up for this, sign up for that.
Or they make the opposite assumption and assume that all of their audience are cold leads. So they create a lot of great content and try to nurture their audience and they never ask for the sale.
Both are equally bad because like I said, our audiences are never just one type. Cold leads are people who don’t know who you are and they are skeptical of what you sell. Warm leads are people who know who you are and have been hanging around and consuming your content for some time. Hot leads are people that know you and your business really well, they are just ready to buy.
So to avoid making this mistake, what you’ll want to do is to create an offer for each group. So an offer for the cold leads, an offer for the warm leads, and an offer for the hot leads.
So for the cold leads who are still skeptical of who you are and what you can deliver, you’ll want to create a check me out offer, which is a no commitment offer. That could be an opt-in checklist or e-book, or ask them to join your Facebook group. Very simple, no commitment actions to get them to the warm stage.
Now for the warm leads, these are your audience who know who you are by now and are curious. They are hanging around consuming your content, maybe just waiting for the right moment or the product before they become a paying customer. So for a warm lead, you’ll want to create an offer that answers that curiosity like jump on my webinar, or watch this video.
Lastly, we have the hot leads who are just ready and you don’t need much to convert them. So your offer would be hey jump on a sales call with me to find out how to work with me, or to find out what it's like to work with me.
So I want you to ask yourself, are you treating everyone like they are all hot leads, so being super salesy all the time with your offers and content, or do you treat everyone like they are cold leads all the time? And you’ll also want to ask yourself, do you have a pathway for each group? So do you have an offer for each group?
Alright, so final mistake that most new online business owners make when getting new clients. They don’t have a strong message. Your message should be the core of your online business. It’s the core theme or the core value of your business. And I want you to think about it. Most of the brands or people that you follow, you’re following them or buying from them not just because they sell a certain product or service. You’re buying from or following them because of what they stand for. Their values, or what they stand for.
So for example, you chose to listen to this podcast and it’s not the only business podcast out there. But you’re likely resonating with what I stand for and my values, and that’s why you chose to listen to this podcast. I stand for the freedom to run a successful online business from anywhere, no hustle or bro marketing talk on this show. And so, it’s a very different value and messaging as compared to a business podcast that is all about white or black hat strategies and hustle till you drop kinda vibe.
So don’t make the mistake of not having a message for your business. I want you to think about what is the messaging for your online business? What are the values you and your business stand for?
Once you have your message, put it on your homepage, put it on social media. Your ideal client, when they see that message, it’s going to resonate with them. Here’s an example, if you’re looking for a virtual assistant and you find two virtual assistants. One has a messaging about helping you take the stress out of your admin work so that you can focus on your brilliance. Now, imagine another virtual assistant just lists all of the things he or she can do. Which one would be more compelling to you? I would go with the first one, because it’s likely she’s going to have the same skills as the other virtual assistant, but I resonate with her messaging and I feel like she’s going to understand me and my work.
Now maybe you have a message for your online business but you’re not highlighting that enough. So you gotta start highlighting your message so that your ideal clients can identify themselves with you.
So ask yourself these questions: what do you care about? Why do you care about what you care about? What do you believe about the work you’re doing? Why does it matter to people? What is the change that you’ll bring to them? Answer these questions and start to include your brand message.
That’s it for today’s episode. I also want to let you know about my brand new mastermind for online business owners that is now open for applications. This mastermind is led by me, your marketing mentor, and is focused on marketing for online business owners as well as being a support group and community with other online entrepreneurs and myself. Over the past 10 years, I’ve been in digital marketing and running my own Messenger marketing agency, Chrys Media. I’ve spoken on stages such as Social Media Day and Social Media Week and have taught marketing to brands like Thinkific and MeetEdgar. Running this podcast has also allowed me to connect with many of you, and so often I find myself answering questions about running an online business and growing an online business. So in this 6 month mastermind, we’ll be having themed months, all focused on marketing and accountability. The goal is to get you closer to your business goals and achieve them. So if you want to learn more about the Hack Your Online Business mastermind that has very limited spaces only, go to hackyouronlinebusiness.com/mastermind.
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