Once you learn all about Carlos' background, you'll understand you're dealing with a great conversion rate specialist. A real Fiverr PRO, both in his characteristics and his attitude. The type of professional I admire. An entrepreneur, a risk-taker, and a real doer at heart. Working in the same niche, I'm always eager to learn new strategies and get useful tips I can implement in my day-to-day tasks. Here are some insights from our conversation.
Welcome, and thank you very much for accepting this interview. For those who don’t know you, can you give us a little background about yourself and what you offer on Fiverr?
I'm a hands-on digital marketing coach/consultant. I've been creating websites since 1997 but got my break after volunteering to create and manage a website for a Miami-based morning show. During that time, a prank call to Fidel Castro helped me turn my hobby into a paying gig. I was responsible for creating share-worthy content, building email lists and finding ways to naturally monetize my efforts. This led me to work with multiple radio stations throughout the U.S. and build digital marketing campaigns for Fortune 500 companies like Coca-Cola, Pepsi, Disney, Universal Studios and more.Now I'm known as the Miami Marketer and have been hosting free training on digital marketing strategies. I'm featured on Digital Marketer, ActiveCampaign, Thinkific and the Florida Bar Magazine.
Can you please explain in a few words what a conversion strategy in marketing is and why one should care about it?
Whenever someone decides to attempt to generate sales online, the first thing they do is try and buy ads to what they're selling. They sit there and refresh their stats to see that they're spending a ton of money but nothing is coming in. They don't realize that they're making the biggest sales mistake. Asking someone to buy from you right away is like asking someone to marry you on the first date. Now, I'm not saying that they'll NEVER make a sale, but I am saying that they're going to be spending a ton of money trying to make one sale. Building a conversion strategy is like creating the blueprints of a home. If you attempt to build a home without a professionally designed blueprint, it's going to be a big mess. Who wants to live in a house that wasn't professionally planned out and built to stay up? No one. That's what launching a marketing campaign is like without a clearly-thought-out conversion strategy. A conversion strategy is a clearly-thought-out plan on how an organization is planning to drive anonymous traffic into a lead, and then into a sale.
There’s no doubt that businesses need to embrace a customer-centric approach within their marketing strategies. How do you usually build and test your conversion strategy plans?
First I learn more about the business and the products/services they're trying to sell. Then I help the customer understand the pillars of what is working now to build a selling process that will offer products to a prospect naturally. Once we break down each offer of the natural sales steps, then we don't bother reinventing the wheel. We go ahead and find out what the customers are searching for and leverage that data to our advantage.
I believe that in order to build the most effective conversion strategy plan you need some information from your customers. Can you tell us more about this?
Don't reinvent the wheel. We have the tools to uncover what competitors are already doing PLUS we can find out exactly what the prospects are looking for. We use this information and position our offers to be a source of what the customers are ALREADY searching for AND buying.
There must be several conversion rate optimization strategies one can use. Staying within the page level, what are the main elements one should pay particular attention when building a website?
Small businesses don't have the deep pockets that bigger companies have. We literally have to maximize every penny spent to maximize the impact on every visitor that comes to our page. We have to find ways to put virtual blinders on our visitors so that we can make it obvious what we need them to do. Don't get caught up on design. My pointers on landing pages are, create micro-commitments, headlines that speak to the visitor, use a professional hero-shot and be specific. (Are You Looking To Sell Online? Click Here to Access Our Guide, What Email Address Do We Send The Guide To, etc.)
We all want more traffic as well as to reduce our websites bounce and exit rates. What can we do in order to boost the level of visitor engagement?
Don't reinvent the wheel. Do research on your competitor and find out what is driving their traffic, then replicate it. Facebook is also my favorite source because you can target people based on their interests. Don't focus on volume, focus on relevancy.
Hope you enjoyed the interview and its insights as much as I did. We all now understand the importance of having a proper Linkedin conversion strategy plan in place, defining our target audience, and last but not least, keeping it simple.
Anything else you'd like to add? Do you have any particular Linkedin strategy you would like to share?