Building a Sales and Marketing Machine – David Skok

Here, David Skok, who has one of the best blogs for entrepreneurs: explains some common mistakes done by marketers. Below I explain some of the key takeaways that helped me.

Are you aware where your customer stands in the buying process?

You cannot have a simple page on your website that has a video about what you do, the price, small description, and a “buy now” button. It really depends on where the customer is in the buying process. One could be in a casual browsing mode and the other in a desperate need for what you offer. Nobody likes to feel sold to, yet when you are in desperate need, you want someone to be there to help you.

David notes, something like 80% of users aren’t ready to buy when they are on your website. You should be there to help them along and hopefully be there when they are ready to purchase.

awareness funnel

One great tip is in the beginning, you want to acquire their email address so you can continue the communication. Once that’s in place, try your best to segment this list so you can better learn about them and only email them relevant content/information/updates.

How do you measure while your users are on the site?

A simple yet fundamental formula is:

  1. How many people are experiencing certain steps you set up
  2. How many of those people converted to the next step.

Key Metrics:

conversion metrics

Make sure you track various sources so you can track how the various channels are converting. Some may perform better than others.

What could be a possible issue when converting people, or receiving their information?

The two biggest factors that you must overcome are 1) Friction – what’s stopping them from doing this and 2) Concerns – what are they worried about when giving you information?

The solution to this is to get into the customers head, and creating motivations that will overcome the friction and concerns. Possible solution is knowing what might attract the customer and understanding how you could use those attractions to convert from one stage of the funnel to the next. Create the incentives for them.

Specifically, being able to give something of high value for free to users creates a viral effect where they tell others to use it or try it. PenPath in this situation could offer a free analysis on the user in comparison to their competition. They would enter their email to finalize the results perhaps allowing PenPath to give value in return for the users information.

The second factor is trust. The user believes that you are a leader in this field.

Third, giving them a score for an analysis will give users an incentive, in this example, that they may want to improve upon. You could provide the tools to assist them in this.

So in conclusion, map out your website. Figure out the series of mini steps and note what the friction and concerns are. WRITE THEM DOWN — then find solutions and incentives to drive the conversions.