Оглавление
Крис Смит. The Conversion Code
Table of Contents
List of Illustrations
Guide
Pages
NATIONAL BESTSELLER. THE CONVERSION CODE
Preface: The Global Impact of The Conversion Code and What's New in the Second Edition
STOP CHASING LEADS; START ATTRACTING CLIENTS
NOTES
Introduction: How I Created The Conversion Code
Disclaimer: How to Read The Conversion Code. HOW YOU SHOULD CRACK THE CONVERSION CODE
THE CONVERSION CODE CREEDS
Chapter 1 The Biggest Challenges Facing Marketing and Sales (Plus What Happens When You Crack The Conversion Code)
NOTES
Chapter 2 How to Use Your Website to Attract High-Quality Leads
HOW TO KNOW IF YOUR WEBSITE IS WORKING
DO THIS RIGHT NOW
HOW TO BUILD A WEBSITE THAT BUILDS TRUST AND CAPTURES LEADS
One Column
Social Proof
Contrast
DO THIS RIGHT NOW
Fewer Form Fields
Keeping Focus
Design for Edge Cases
HOW TO QUICKLY TURN YOUR WEBSITE INTO A LEAD-GENERATING MACHINE
PROVEN WAYS TO CAPTURE LEADS ON YOUR WEBSITE WITHOUT BEING (TOO) ANNOYING
THE IMPACT OF PERSONALIZATION ON LEAD CONVERSION
THE IMPACT OF LIVE CHAT ON LEAD CONVERSION
NOTES
Chapter 3 How to Build Landing Pages That Capture High-Quality Leads
THE MICROWAVE MINDSET
NINE KEY ELEMENTS EVERY LANDING PAGE SHOULD INCLUDE
DO THIS RIGHT NOW
LANDING PAGE-LESS LEADS
NOTES
Chapter 4 Blogging for Business (How to Write Blog Posts That Generate High-Quality Leads)
THE IMPACT OF TAKING BLOGGING SERIOUSLY
THE ROBOTS CAN WRITE
WHAT TOP-PERFORMING BLOG POSTS INCLUDE
Titles
Storytelling Hook
Spacing
Images
Length (The 2,500 Word Sweet Spot)
HOW I TURN EVERY BLOG POST INTO A DOZEN ADDITIONAL PIECES OF CONTENT
WHAT SHOULD YOU BLOG ABOUT?
DO THIS RIGHT NOW
GUEST BLOGGING
YOUR CONTENT IS READY TO BE OPTIMIZED FOR LEAD GENERATION, SOCIAL MEDIA, AND SEARCH ENGINES
NOTES
Chapter 5 How to Optimize Your Content for Lead Generation, Social Media, and Search Engines
OPTIMIZING YOUR CONTENT FOR LEAD GENERATION
NINE EXAMPLES OF LEAD MAGNETS FOR YOUR LANDING PAGES
DO NOT OVERTHINK WHAT YOUR LEAD MAGNETS SHOULD OR COULD BE
OPTIMIZING YOUR CONTENT FOR SOCIAL MEDIA
Using Images and Photos Is the Most Important Tactic for Optimizing Content for Social Media
Using Hashtags and Specific Usernames When Sharing Works
Targeting Specific Groups or Users
OPTIMIZING YOUR CONTENT FOR GOOGLE AKA SEO
SHOULD YOU FOCUS ON ADS, MARKETING, OR BRAND?
NOTES
Chapter 6 Advanced Facebook Marketing and Advertising Techniques That Generate High-Quality Leads
FACEBOOK PROFILE PRO TIPS
FACEBOOK'S ALGORITHM
THE TOP FOUR REASONS WHY WE SEE WHAT WE SEE IN OUR FACEBOOK (AND OTHER SOCIAL MEDIA) NEWSFEEDS
WHERE TO FIND GREAT CONTENT TO SHARE FROM YOUR FACEBOOK PROFILE
TIMING AND FREQUENCY THAT GET THE MAXIMUM IMPACT FOR YOUR FACEBOOK POSTS
THANKS, CHRIS, I APPRECIATE THAT
HBD = WTF
GET MORE COMMENTS, RIGHT NOW
DO THIS RIGHT NOW
FACEBOOK FISHING: HOW TO BOOK THREE APPOINTMENTS RIGHT NOW (AND EVERY DAY) USING MESSENGER
DO THIS RIGHT NOW
PEOPLE ARE SHARING—HERE'S A CLEVER WAY TO SHOW YOU CARE
DO THIS RIGHT NOW
REBUMPING OLD POSTS USING “ON THIS DAY”
COMMENTS ARE KING
FINDING LEADS USING FACEBOOK GROUPS
DO THIS RIGHT NOW
HOW DO YOU FIND PEOPLE TO JOIN YOUR GROUP OR GROUPS TO JOIN?
DO YOU NEED A FACEBOOK PAGE?
FACEBOOK ADS THAT WORK
DEMAND GENERATION VERSUS DEMAND FULFILLMENT
DO THIS RIGHT NOW
THE ESSENTIALS OF RUNNING A GREAT FACEBOOK AD
Image Is Everything
“Extras” and Text over the Image
Killer, Clever Copy
Specific Calls to Action
Mobile-Optimized Ads
A Link to a Proven Mousetrap
THE PERFECT FACEBOOK FUNNEL
C3 FACEBOOK ADS
Top Layer—Content Marketing
Second Layer—Conversion Marketing
Bottom Layer—Closing Marketing
THREE FACEBOOK AD AUDIENCES YOU MUST USE
The Magic Million
The Chunky Middle
The Sweet Spot
DETERMINING YOUR AD BUDGET
FACEBOOK AD CONVERSION RATES
HOW TO TELL IF A FACEBOOK AD IS WORKING (OR KNOW WHEN TO STOP IT)
WHAT IS THE PERFECT NUMBER OF TIMES SOMEONE SHOULD SEE YOUR FACEBOOK AD?
FIVE FACEBOOK AD TYPES EVERYONE SHOULD USE
Ad Type 1: Boosted Post
Ad Type 2: Traffic
Ad Type 3: Carousel
Ad Type 4: Lead Ads
Ad Type 5: Native CTA and Messenger Ads
SIMPLE STRATEGIES (BEYOND FACEBOOK) THAT DRIVE MASSIVE TRAFFIC AND LEADS TO YOUR WEBSITE AND LANDING PAGES
HOW TO CHOOSE WHAT YOU SHOULD FOCUS ON
NOTES
Chapter 7 Using Google PPC (Adwords) to Capture High-Quality Leads
Chapter 8 How to Use Videos (and YouTube) to Attract and Convert Leads
THE IMPACT OF THE TYPE OF CTA IN A VIDEO ON CONVERSION RATE
THE IMPACT OF WHEN THE CTA IN A VIDEO OCCURS ON CONVERSION RATE
HOW LONG SHOULD YOUR VIDEOS BE?
THE YouTube TRIFECTA
YouTube ADS FOR TRAFFIC, LEADS, AND BRAND BUILDING
HOW TO KNOW IF YOUR YouTube VIDEOS ARE ANY GOOD
DO THIS RIGHT NOW
LIVE STREAMING
STREAMING SERVICE ADS (AKA MODERN TV COMMERCIALS)
WEBINARS AND SCREEN RECORDINGS
VIDEO EDITING TOOLS
DO THIS RIGHT NOW
START WITH DESSERT
NOTES
Chapter 9 How to Get the Most out of Twitter
HOW TO KNOW IF PEOPLE LIKE WHAT YOU TWEET
DO THIS RIGHT NOW
THE POWER OF TWITTER THREADS
TWITTER ADS
DO THIS RIGHT NOW
NOTES
Chapter 10 How to Use Instagram to Attract High-Quality Leads (and Raving Fans)
INSTAGRAM STORIES
DO THIS RIGHT NOW
INSTAGRAM REELS
Thirty Seconds or Less Is Hard but Necessary
Use Hashtags (or Trending Music) for More Reels Reach
Edit Your Reels
Add Your Reels to TikTok (and YouTube Shorts)
HOW TO GET MORE INSTAGRAM FOLLOWERS
IT REALLY DOES GO DOWN IN THE DM
INSTAGRAM CAROUSELS AND TWEETAGRAMS
INSTAGRAM ADS
NOTES
Chapter 11 It's TikTok Time
WHAT WORKS THE BEST ON TikTok?
NOTES
Chapter 12 How to Use LinkedIn for Maximum Impact (in Minimal Time)
LinkedIn R AND R
DO THIS RIGHT NOW
Chapter 13 Audio Is Everywhere (How to Take Advantage of It)
NOTE
Chapter 14 Influencer Marketing Matters
NOTE
Chapter 15 Get the Most out of Your Marketing and Convert More Leads Using Retargeting
NOTES
Chapter 16 Amazing Sales Tools That Will Increase Your Lead Conversion Rate
INCREASE YOUR LEAD CONVERSION RATE BY IMPROVING YOUR CONVERSATIONS
HAVE BETTER SALES MEETINGS AND ONE-ON-ONES
TAKE BETTER NOTES DURING SALES COACHING
RUN SALES CONTESTS THAT INCREASE EFFORT AND RESULTS
LEARN WHAT MATTERS THE MOST TO SOMEONE WHO IS CONSIDERING HIRING YOU
GIVE CREDIT WHERE CREDIT IS DUE
NOTES
Chapter 17 Should You Use an ISA or an AI Chatbot to Follow Up with Leads?
NOTE
Chapter 18 How to Achieve the Highest Lead Conversion Rate Possible
HOW LEAD RESPONSE TIME IMPACTS CONVERSION
BEST DAYS AND TIMES TO FOLLOW UP WITH LEADS
HOW MANY TIMES SHOULD YOU FOLLOW UP WITH A LEAD?
NOTES
Chapter 19 How to Convert Leads Using Text Messages
DO THIS RIGHT NOW
NOTE
Chapter 20 How to Use Automated Email Campaigns to Convert Leads
NOTE
Chapter 21 Expert Email Marketing Tips That Build Your Brand and Convert Leads
WHEN AND HOW OFTEN SHOULD YOU SEND EMAILS?
HOW TO GET THE HIGHEST OPEN AND CLICK-THROUGH RATE
ADVANCED EMAIL TACTICS AND TEMPLATES
The Nine-Word Email
The Double Tap
The Apology Email
The Instagram Email
The Faux Quiz
The PS Hack
HOW TO TRACK WHICH EMAILS WORK BEST
PICK UP THE DAMN PHONE
NOTES
Chapter 22 How to Find and Convert the Hottest Leads Using User Tracking and Triggered Messages
Chapter 23 Welcome to the Boiler Room
DO THIS RIGHT NOW
NOTE
Chapter 24 The Pre-Call Stalk
THE TWO-STEP “STALK”
DO THIS RIGHT NOW
PROFESSIONAL LEAD-STALKING TOOLS
NOTE
Chapter 25 How to Have a Perfect First Minute on a Sales Call with a Lead. HOW TO GAIN CONTROL OVER THE CALL(ER) WITH ONE SIMPLE SENTENCE
HOW TO GET AROUND BRICK WALL STATEMENTS
Chapter 26 The Digging Deep Technique. QUESTIONS THAT MAKE IT IMPOSSIBLE FOR A LEAD TO SAY NO
THE DIGGING DEEP TECHNIQUE
CURIOSITY IS KING
NOTES
Chapter 27 How to Quickly Get a Lead to Trust You
DO THIS RIGHT NOW
Chapter 28 Proactively Uncovering Objections
NOTE
Chapter 29 How to Start Closing Using the Five Yeses
THE FIVE YES TECHNIQUE
Chapter 30 The Perfect Sales Pitch
ALWAYS BE CLOSING
NOTE
Chapter 31 Exactly What to Say When You Transition from Pitching to Closing
NOTE
Chapter 32 How to Close
STEP ONE: THE TRIAL CLOSE
STEP TWO: THE SLOT CLOSE
Chapter 33 How to Overcome Objections
BUYING QUESTIONS VERSUS OBJECTIONS
ARCING
USING ARC TO OVERCOME OBJECTIONS
NOTE
Chapter 34 Preferred Additional Outcomes (What to Do When You Can't Close Someone)
NOTES
Chapter 35 What to Say after They Say Yes
NOTES
Chapter 36 How to Get the People You Close to Send You High-Quality Referral Leads
BONUS CHAPTER Analytics: How to Track the Metrics That Matter (and What to Do Based on the Data)
WEBSITE METRICS THAT MATTER
DO THIS RIGHT NOW
LANDING PAGE METRICS THAT MATTER
SOCIAL MEDIA METRICS THAT MATTER
EMAIL MARKETING METRICS THAT MATTER
SALES METRICS THAT MATTER
IN CLOSING
NOTES
About the Author
Index
WILEY END USER LICENSE AGREEMENT
