calligraphy, pen, thanks

Don’t Neglect Your Nooks And Crannies

Is your marketing productive?

To me, productivity is not limited to performance or the return on investment. It is also extracting the most value possible out of every channel, funnel, or touchpoint in your business.

Many professionals often get hung up on a defined yet limited set of marketing tactics. If one doesn't work out, they move on to the next. Sometimes, a tactic may not work out because it's not productive, not because it's underperforming.

For example, a website has many neglected nooks and crannies. Many of them may offer huge potential returns if optimized.

Let's take a look at the thank-you page.

If users fill out a form to join your list, request a quote, or get in contact, the resulting thank-you page is a perfect opportunity to help them take further action. And the best time to ask someone to take action is immediately after they've taken action.

It may be a recency bias. It may be the principle of “commitment and consistency” taught by Dr. Robert Cialdini in his book Influence. Regardless, once they've done something, not asking for more while the momentum is there is a wasted opportunity.

You've heard of the saying:

“The value of a service diminishes rapidly after the service is rendered.”

The value (e.g., your offer's appeal) decays over time. The longer you wait, the less relevant your request to take the next action will seem.

Are your thank-you pages suggesting the next step?

After subscribing to your email list for example, your thank-you page can:

  • Recommend whitelisting your email address;
  • Offer to join a community or discussion group;
  • Ask to like or follow you on social media;
  • Propose a free quote or assessment;
  • Suggest links to popular or cornerstone articles;
  • Register to a webinar or an online event;
  • Ask to share your newsletter on social media;
  • Invite questions or ideas for future issues;
  • Conduct a short poll, quiz, or survey;
  • Request a testimonial, review, or feedback;
  • Ask for referrals using “tell-a-friend” scripts;
  • Or make a special offer of some kind.

The latter may be a freebie or a low-priced, entry-level productized service. This can be a DIY audit, book, checklist, app, spreadsheet, or whatever. It may even be affiliate offers, or reciprocal recommendations to join the email lists of other, non-competing professionals.

Turn your thank-you page into an action page.

A final point.

If there's one thing worse than not asking for something on your thank-you page, it's asking for everything. Stick to one or two things at most. Or ask for more but sequentially. Don’t overwhelm your new subscriber, lead, or client with requests, which is counterproductive.

Since you can apply this to different types of thank-you pages, try different ones. You can even split-test different thank-you page offers to see which ones bring you the best results.

Turn your nooks into hooks.

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Strategic marketing consultant Michel Fortin