How to Turn Browsers Into Buyers: The Secret Anatomy of a Lead

[00:00:00] Have you ever wondered why some leads buy instantly and others they just disappear? Here's the secret, it's not about one perfect pitch, but it's more about creating a journey that builds trust across multiple touchpoints. In this episode, I'm going to be breaking down the multi-touch formula and how to guide your leads through a series of meaningful interactions that make them say, I can't say no. Whether you're a coach, creator or entrepreneur, this is how you're going to go from being invisible to becoming a trusted authority. Are you ready to dive in? Let's get started.

[00:00:31] Hey there, Siddharth here. Welcome to yet another episode of the Freedom Business Podcast. And in this episode, I'm going to go deep diving on how you can turn browsers, people are just casually browsing and how do you turn them into buyers by understanding the secret anatomy of a lead. And I'm going to break this podcast into six different parts. And under each part, there'll be three steps. So I would like you to take a lot of notes and gather the essence of this entire podcast because this is going to completely transform your life. And I'm going to keep it very fast, crisp and to the

[00:01:01] point. Part one, the real anatomy of a lead is understanding what they're really thinking about. You need to understand what are your potential leads are thinking about. And if I have to break it down into three steps, is you got to understand their first impressions about you. You got to map out their journey once they have got that first impression. And you also got to analyze their common objections.

[00:01:28] So I'm just going to go deeper into this part one is you need to really define how do you want your brand to be perceived? What doubts does your target market have about you? And what kind of skepticism would they have? And once you're able to map that out, then you also map out what do they need at each stage of the journey to feel more reassured based on what we are talking and also pinpoint on what are they really seeking for? What information do they want?

[00:01:53] You know, what kind of comparisons are they doing? And what kind of commitment can you offer them? And then when you develop a path that nurtures their interest step by step, that's going to get them down the rabbit hole. Okay. And then also analyze your objections, your common objections, like what are the barriers that prevent them from converting or, and also look at what could be the multiple, the multi-touch strategies you can use to dissolve their objections over time, whether it be sharing case studies or testimonials,

[00:02:20] and also using their journey insights to guide your content on each channel. So this is the first part. Okay. First part is understanding the real anatomy of a lead and what they're thinking.

[00:02:31] The second part is you got to then take it to the next level and understand the power of multi-touch marketing. Okay. Because if you're just going to have a profile on LinkedIn or just Facebook or Instagram or just one channel, what's going to happen is,

[00:02:46] you may be attracting an audience, but what's happening is actually, even if you look at yourself, you don't just engage on one platform. You may see an ad on Facebook, but then you may go and look up for that person on Google,

[00:02:58] or you may even search that person up on YouTube and even search a profile on LinkedIn and then come to a decision because there are multiple touch points. So under multi-touch marketing, there are three steps. Step number one is choose multiple channels to engage.

[00:03:10] And you can start with top two or three platforms to start with. Okay. Step two is align your content with each of these channels.

[00:03:18] And step number three is integrate these touch points so that it is very cohesive.

[00:03:23] So that when somebody goes to each of these platforms, people feel like they're getting the same flavor. It's not like you're teaching something on LinkedIn,

[00:03:30] you're teaching something else on YouTube and teaching something else on Facebook. There has to be a cohesiveness.

[00:03:34] So if you have to go deeper into this, like identify which channels your leads use most, pick your top two, three platforms, focus on where your leads are most active,

[00:03:44] and then you start aligning your content. So tailor your content to match the unique strengths of each of the channels. For example, YouTube is for in-depth insights.

[00:03:52] Instagram is for reels and short snippets. Email marketing is for deeper level of trust building and conversions.

[00:03:58] And also ensure that the content builds upon each interaction. Okay. So that it just keeps building and like a relationship is nurtured over time.

[00:04:06] That's how you nurture the relationship. And also when I'm looking at integrate, integrating the touch points,

[00:04:11] it's like developing a multi-touch plan that ties every interaction back to your core message.

[00:04:20] Okay. And also use each touch point to reinforce the previous message. So sometimes what I do is I post a piece of content on Instagram and I say,

[00:04:27] okay, check out my video on YouTube for more or on YouTube, I would send them come for my webinar,

[00:04:32] or I would say I would basically interlink them to multi-channel so that the multiple touch points help people to get alerted in each of these different platforms.

[00:04:41] And also create some kind of subtle reminders that lead them to the next step. So this is part two, the power of multi-touch marketing.

[00:04:51] Part three is pre-framing your leads across channels. Nobody's going to buy from you the first time they actually watch your ad or watch your piece of content.

[00:04:59] And when it comes to pre-framing, there are three steps. It's setting the context of every interaction, meaning how are you going to position yourself?

[00:05:05] How are you going to be building curiosity and the hook and, you know, the pain point? And the step two is offering high value content early itself.

[00:05:12] That means within the first 10, 15 seconds, if you're doing a reel, within the first one to three minutes, if you're doing a podcast or a YouTube video.

[00:05:19] So being able to deliver high value content, the third step is reinforce the key message throughout that content piece.

[00:05:25] So the reinforcing that I'm doing through this podcast is how do you turn browsers into buyers? The secret anatomy of a lead, that's the whole purpose of this.

[00:05:33] So I'm reinforcing that, that it's not going to be happening the first time.

[00:05:36] Now, this is part three, which is pre-framing your leads by setting context, by offering high value content early and reinforcing message.

[00:05:46] Part four, you need to understand the role of content depth and consistency.

[00:05:51] You may do all of this planning, but if you are not going to go deep in sharing like super valuable content within a short span of time and be consistent about it, you're going to be losing them out.

[00:06:01] In other words, there are three steps. Number one is build depth and evergreen content.

[00:06:04] If you go and look at my YouTube channel, even if you go look at my videos two, three years ago, you'll find that evergreen.

[00:06:10] It will still be applicable even today.

[00:06:12] Second part of content depth and consistency is maintain consistent posting.

[00:06:17] That means regular daily posting or weekly posting where you're going to be using a mix of evergreen content and also timely updates on whatever is happening in the world to make sure that you're relevant.

[00:06:28] And also repurpose content for longevity.

[00:06:30] Meaning if you know that some of your older content pieces have done well, see if you can bring that back on for lead generation.

[00:06:37] Because the lead that might have seen your video or your ad one or two years ago, they'll totally forget about what you've done it, what you've done even probably three months ago, even maybe one month ago.

[00:06:48] So don't think that you always have to create something new.

[00:06:51] You can always repurpose.

[00:06:52] And that brings me to the end of part four, the role of content depth and consistency.

[00:06:58] Now, if you're going to be looking at part five, it's all about trust building, establishing trust through high value interactions.

[00:07:06] So publishing your content to attract leads is one, but also establishing trust through high value interactions.

[00:07:13] There are three parts to it.

[00:07:14] Number one is offer quality over quantity.

[00:07:16] Like instead of just bombarding the leads with all kinds of messages, focus on high quality interactions, one-to-one messages, replying to their comments, providing detailed answers or insights,

[00:07:25] and even some personalized advice and also value each interaction and make it more memorable.

[00:07:30] And this is what I call as my emotional connection formula.

[00:07:33] And this is how I used to get a lot of clients during my agency days.

[00:07:36] So the first step is offer quality over quantity.

[00:07:39] Second step is share stories and experiences that make you more relatable.

[00:07:44] Storytelling, real world examples, how your expertise translates into your results.

[00:07:48] And step three is make yourself accessible.

[00:07:50] Now, I don't give my WhatsApp number out there, but my inbox messages on social media, I keep getting messages and I reply, my teams reply.

[00:07:59] So when you engage with comments, messages regularly and show that you are available to help, even if they are not yet your customers,

[00:08:06] this accessibility itself creates a sense of trust and openness in your brand.

[00:08:11] And that is part five.

[00:08:12] And finally, number part six on how do you turn your browsers into buyers is you need to convert your leads through seamless offers.

[00:08:20] And this is my webinar selling formula that I cover, like make your offers clear and simple, reinforce value, and also follow up with subtle reminders.

[00:08:28] And that's why my ultimate conversion strategy is free webinars.

[00:08:32] Okay.

[00:08:34] The teasers are your content that you post on social media.

[00:08:37] Then you have the trailer, which is the people go through the longer form content.

[00:08:41] And then they come for the movie, which is your webinar, 90 minutes webinar, two hour webinar, where you educate, you engage, you set the expectations, and then you basically offer your product.

[00:08:53] This is how you convert your browsers into buyers.

[00:08:56] And this is the secret anatomy of a lead and what all they go through.

[00:08:59] So if you're listening to this on my podcast, on my blog, I would like you to share what are your top learnings from this podcast.

[00:09:06] And just give me your bullet points on your aha moments based on this.

[00:09:09] And also, we're going to be doing an activity if you're a part of the hackathon and going to be really building this and drilling this down deep.

[00:09:16] So think about these points when you're actually designing a lead magnet.

[00:09:19] And if you're somebody who's not yet in my community, there's a link in the description.

[00:09:22] You can even go to sidz.co slash live, L-I-V-E.

[00:09:27] You can join my next webinar and be a part of our community.

[00:09:30] We are over 30,000 experts, coaches, and trainers.

[00:09:32] And if you're already in our community as a silver or a gold member, I would highly recommend that you upgrade to diamond membership, which is where the real action is.

[00:09:39] And I actually put people into groups and, you know, get them into action mode and I get them to get results.

[00:09:45] And maximum number of karupatis in our coaching industry are all my diamond members.

[00:09:49] You can also interact and engage with them.

[00:09:51] So if you're not yet a diamond member, you can go to sidz.co slash diamond and join our next diamond showcase that I'm going to be doing.

[00:10:00] Wish you all the best and catch you in the next episode.