Hoe maak je van bezoekers klanten?

van bezoekers klanten maken

In het jaar 2002 was het voldoende om een advertentie in de gouden gids te zetten. Als je iets meer uitgaf dan je concurrent werd je vaker gebeld door een klant. Een klant ja, want conversie was nauwelijks nodig. Immers, de klant was zich bewust van het probleem dat hij opgelost wilde hebben en actief op zoek naar jou.

In 2007 was het voldoende om een Google Adwords campagne te runnen. De bezoekers die je op je site kreeg vonden je nummer of lieten graag hun mailadres achter door zich in te schrijven op je nieuwsbrief. Er was nog geen Emailoverload.

Een aantal jaar later zo rond 2013 werd de strategie gewijzigd naar het leveren van premium content. Door een ebook of whitepaper te schrijven kon je gemakkelijk in contact komen met je prospects.

Nu in 2020 is deze strategie verouderd. En bedrijven die krampachtig vasthouden aan wat eens werkte merken weer dat hun kostprijs per lead enorm aan het stijgen is. En ligt dat aan dat online marketing niet meer werkt?
Nee, net als in eerdere jaren is de concurrentie toegenomen en moet je meer doen dan je concurrent, meer leveren of het anders doen om op te vallen.

Succesvol zijn
Internet marketeers die nu succesvol zijn zijn in staat om zogenaamde Lead Magnets te maken die de aandacht trekken. Voorbeelden van Lead magnets die op dit moment werken zijn product selectors, online calculators, (video)cursussen of het aanvragen van fysieke producten, bijvoorbeeld een gratis geprint boek in plaats van een ebook.

Het tegenstrijdige is misschien wel dat goede lead magnets ook werken in een Google Ads campagne. Maak gewoon een (ongewoon) aanbod dat niemand kan afslaan. Een gratis 10 weken cursus ter waarde van € 995,- bijvoorbeeld. Zorg dat je alles automatiseert en je zult zien dat ook anno de twenties de bezoekers nog steeds naar leads converteren. Je moet er alleen meer voor geven dan pakweg 10 jaar geleden.

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