Marketing Standards 101 – Part 3 of 3: How to turn people into customers

Blog, Marketing

Marketing Standards 101 – Part 3 of 3: How to turn people into customers

Blog, Marketing

Lead magnets.

Why lead magnets?

If you can offer a downloadable guide, cheat sheet, checklist, or other useful PDF, you can collect email information and get more contacts.

“Subscribe to my newsletter” is a poor call to action. Nowadays, there are so many free newsletters that people aren’t looking for more emails to delete. A lead magnet helps you collect more contact information, so you can stay in touch.

What makes a good lead magnet?

A good lead magnet solves a specific problem, is immediately usable, is featured prominently on your website, and is introduced with a clear value proposition.

Common lead magnets include: checklists, guides, ebooks, cheat sheets, spreadsheets, and email courses.

How Can You Offer a Lead Magnet?

You can offer a lead magnet by putting a form on your site. Completing the form can either take people directly to the page with the lead magnet, or can trigger an automation that delivers the lead magnet via email.

Landing pages.

Why Landing Pages?

A landing page is the first page a visitor interacts with on your website. Usually, a “landing page” refers to a specific type of page, used to increase the conversion rate of website visitors coming from different sources of traffic.

If you run a paid search ads via Google or social, you should be directing traffic to a targeted landing page specifically created for (or at least related to) those ads. The same goes for email promotions, listings, or links from guest posts and interviews.

The reason? Specific landing pages tend to convert much better than a general-purpose page on your website (especially your homepage).

What goes on landing pages?

A great headline that matches the source of traffic. If your ad talks about email marketing services, that phrase or idea should appear at the top of your landing page. You can go one deeper here and make use of ‘dynamic content’, this is content that changes automatically based on the source of the traffic, we can help with that! ;o)

The unique benefits of your offering. Why should people choose you over any of their other options?

The specific features or services you provide. Although people often buy based on benefits, they also want to know exactly what it is they get.

Social proof. Use a customer case study, video, or testimonial to show the results of your work and add authority to your claims.

Just one offer. Whether it’s a direct purchase, a consultation, or a lead magnet, each landing page should have one offer. You can (and often should) use multiple calls to action on your page, but each CTA should drive readers to the same offer.

Free consultations and demos

Why consultations?

Free consultations are one of the best ways to turn an interested prospect into a customer. A consultation lets you speak directly to your prospect’s pain points, demonstrate ActiveCampaign, and address concerns that would otherwise go unanswered.

How can you offer a consultation?

The most common way to offer a consultation is via a form on your website. Consultations are usually free, although they take up some of your time, the return on your time investment is substantial.

Consultations are often 30–60 minutes long, but the specific length may depend on your industry.

How can you offer demos?

If your product or service allows for demos then these can be offered through trial periods with limited access or by live online demonstration carried out over screen share with a tool like Zoom.

Referrals and relationships

Why use relationships?

Referral and relationship-based marketing are powerful because they funnel leads in your direction—without requiring you to go out and actively find leads.

Sometimes, a business has requests for services it doesn’t provide. Becoming the recommended partner of that business makes it easier to get clients for your services.

Make referrals easy

Referrals and affiliate links are the fastest, most scalable way to encourage your partners to share your business. The easier it is for someone to make a referral, the more likely they are to refer.

Provide referral links to your partners, when you acquire a new customer through these links, your referral partners receive a commission or other incentive.


Would you send business to a company you didn’t trust? Of course not. Agency partnerships usually come about because of relationships. One agency has too many leads to handle, or attracts some leads who aren’t the best fit, so it refers them to a partner.

Building those partnerships means building your network. Local events and social media can help you meet potential partners in your area—although referral links may be used by anyone, agency partnerships are usually fostered by face-to-face interactions.

This article has also been published on our main website Nous Digital.