The Conversion Code, 2nd Edition

The Conversion Code, 2nd Edition

by Chris Smith
Released May 2022
Publisher(s): Wiley
ISBN: 9781119875802

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Book description

The new edition of the bestselling book for real estate agents, loan officers, SaaS and small businesses.

In this revision, The Conversion Code: A Step-by-Step Guide to Marketing and Sales that Will Grow Your Business Faster, Second Edition, digital marketing and lead conversion expert Chris Smith delivers the ultimate exploration of the marketing and advertising tactics that are successfully generating higher quality leads that are easier for salespeople to convert. Smith researches and tests the latest and most popular platforms, including TikTok, YouTube and Instagram, while also studying the most effective sales techniques, tools, and scripts.

In this book, you'll learn to:

  • Increase your lead conversion rate, reduce your cost per lead and improve your overall ROI from marketing and sales
  • Generate an endless supply of high-quality leads from social media that are easy to convert into closed sales
  • Stop chasing leads and start attracting clients with amazing marketing and clever ads
  • Adapt to the consumer privacy changes that have made targeting ads and getting leads to answer the phone harder than ever
  • Differentiate your brand in a way that positions you as the authority and gets people contacting you who are already sold

An invaluable reference and easy to follow guide for real estate agents, loan officers, SaaS and small businessescompeting in the hyper-competitive online environment. The Conversion Code, Second Edition, is also a fantastic resource for sales leaders, marketing managers, business owners and anyone else with a team who is responsible for growing revenue.

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. Preface: The Global Impact of The Conversion Code and What's New in the Second Editionpreface
    1. STOP CHASING LEADS; START ATTRACTING CLIENTS
    2. NOTES
  6. Introduction: How I Created The Conversion Code
  7. Disclaimer: How to Read The Conversion Code
    1. HOW YOU SHOULD CRACK THE CONVERSION CODE
    2. THE CONVERSION CODE CREEDS
  8. Section I: How to Do Marketing That Attracts High-Quality Leads
    1. Chapter 1: The Biggest Challenges Facing Marketing and Sales (Plus What Happens When You Crack The Conversion Code)
      1. NOTES
    2. Chapter 2: How to Use Your Website to Attract High-Quality Leads
      1. HOW TO KNOW IF YOUR WEBSITE IS WORKING
      2. HOW TO BUILD A WEBSITE THAT BUILDS TRUST AND CAPTURES LEADS
      3. HOW TO QUICKLY TURN YOUR WEBSITE INTO A LEAD-GENERATING MACHINE
      4. PROVEN WAYS TO CAPTURE LEADS ON YOUR WEBSITE WITHOUT BEING (TOO) ANNOYING
      5. THE IMPACT OF PERSONALIZATION ON LEAD CONVERSION
      6. THE IMPACT OF LIVE CHAT ON LEAD CONVERSION
      7. NOTES
    3. Chapter 3: How to Build Landing Pages That Capture High-Quality Leads
      1. THE MICROWAVE MINDSET
      2. NINE KEY ELEMENTS EVERY LANDING PAGE SHOULD INCLUDE
      3. LANDING PAGE-LESS LEADS
      4. NOTES
    4. Chapter 4: Blogging for Business (How to Write Blog Posts That Generate High-Quality Leads)
      1. THE IMPACT OF TAKING BLOGGING SERIOUSLY
      2. THE ROBOTS CAN WRITE
      3. WHAT TOP-PERFORMING BLOG POSTS INCLUDE
      4. HOW I TURN EVERY BLOG POST INTO A DOZEN ADDITIONAL PIECES OF CONTENT
      5. WHAT SHOULD YOU BLOG ABOUT?
      6. GUEST BLOGGING
      7. YOUR CONTENT IS READY TO BE OPTIMIZED FOR LEAD GENERATION, SOCIAL MEDIA, AND SEARCH ENGINES
      8. NOTES
    5. Chapter 5: How to Optimize Your Content for Lead Generation, Social Media, and Search Engines
      1. OPTIMIZING YOUR CONTENT FOR LEAD GENERATION
      2. NINE EXAMPLES OF LEAD MAGNETS FOR YOUR LANDING PAGES
      3. DO NOT OVERTHINK WHAT YOUR LEAD MAGNETS SHOULD OR COULD BE
      4. OPTIMIZING YOUR CONTENT FOR SOCIAL MEDIA
      5. OPTIMIZING YOUR CONTENT FOR GOOGLE AKA SEO
      6. SHOULD YOU FOCUS ON ADS, MARKETING, OR BRAND?
      7. NOTES
    6. Chapter 6: Advanced Facebook Marketing and Advertising Techniques That Generate High-Quality Leads
      1. FACEBOOK PROFILE PRO TIPS
      2. FACEBOOK'S ALGORITHM
      3. THE TOP FOUR REASONS WHY WE SEE WHAT WE SEE IN OUR FACEBOOK (AND OTHER SOCIAL MEDIA) NEWSFEEDS
      4. WHERE TO FIND GREAT CONTENT TO SHARE FROM YOUR FACEBOOK PROFILE
      5. TIMING AND FREQUENCY THAT GET THE MAXIMUM IMPACT FOR YOUR FACEBOOK POSTS
      6. THANKS, CHRIS, I APPRECIATE THAT
      7. HBD = WTF
      8. GET MORE COMMENTS, RIGHT NOW
      9. FACEBOOK FISHING: HOW TO BOOK THREE APPOINTMENTS RIGHT NOW (AND EVERY DAY) USING MESSENGER
      10. PEOPLE ARE SHARING—HERE'S A CLEVER WAY TO SHOW YOU CARE
      11. REBUMPING OLD POSTS USING “ON THIS DAY”
      12. COMMENTS ARE KING
      13. FINDING LEADS USING FACEBOOK GROUPS
      14. HOW DO YOU FIND PEOPLE TO JOIN YOUR GROUP OR GROUPS TO JOIN?
      15. DO YOU NEED A FACEBOOK PAGE?
      16. FACEBOOK ADS THAT WORK
      17. DEMAND GENERATION VERSUS DEMAND FULFILLMENT
      18. THE ESSENTIALS OF RUNNING A GREAT FACEBOOK AD
      19. THE PERFECT FACEBOOK FUNNEL
      20. C3 FACEBOOK ADS
      21. THREE FACEBOOK AD AUDIENCES YOU MUST USE
      22. DETERMINING YOUR AD BUDGET
      23. FACEBOOK AD CONVERSION RATES
      24. HOW TO TELL IF A FACEBOOK AD IS WORKING (OR KNOW WHEN TO STOP IT)
      25. WHAT IS THE PERFECT NUMBER OF TIMES SOMEONE SHOULD SEE YOUR FACEBOOK AD?
      26. FIVE FACEBOOK AD TYPES EVERYONE SHOULD USE
      27. SIMPLE STRATEGIES (BEYOND FACEBOOK) THAT DRIVE MASSIVE TRAFFIC AND LEADS TO YOUR WEBSITE AND LANDING PAGES
      28. HOW TO CHOOSE WHAT YOU SHOULD FOCUS ON
      29. NOTES
    7. Chapter 7: Using Google PPC (Adwords) to Capture High-Quality Leads
    8. Chapter 8: How to Use Videos (and YouTube) to Attract and Convert Leads
      1. THE IMPACT OF THE TYPE OF CTA IN A VIDEO ON CONVERSION RATE
      2. THE IMPACT OF WHEN THE CTA IN A VIDEO OCCURS ON CONVERSION RATE
      3. HOW LONG SHOULD YOUR VIDEOS BE?
      4. THE YouTube TRIFECTA
      5. YouTube ADS FOR TRAFFIC, LEADS, AND BRAND BUILDING
      6. HOW TO KNOW IF YOUR YouTube VIDEOS ARE ANY GOOD
      7. LIVE STREAMING
      8. STREAMING SERVICE ADS (AKA MODERN TV COMMERCIALS)
      9. WEBINARS AND SCREEN RECORDINGS
      10. VIDEO EDITING TOOLS
      11. START WITH DESSERT
      12. NOTES
    9. Chapter 9: How to Get the Most out of Twitter
      1. HOW TO KNOW IF PEOPLE LIKE WHAT YOU TWEET
      2. THE POWER OF TWITTER THREADS
      3. TWITTER ADS
      4. NOTES
    10. Chapter 10: How to Use Instagram to Attract High-Quality Leads (and Raving Fans)
      1. INSTAGRAM STORIES
      2. INSTAGRAM REELS
      3. HOW TO GET MORE INSTAGRAM FOLLOWERS
      4. IT REALLY DOES GO DOWN IN THE DM
      5. INSTAGRAM CAROUSELS AND TWEETAGRAMS
      6. INSTAGRAM ADS
      7. NOTES
    11. Chapter 11: It's TikTok Time
      1. WHAT WORKS THE BEST ON TikTok?
      2. NOTES
    12. Chapter 12: How to Use LinkedIn for Maximum Impact (in Minimal Time)
      1. LinkedIn R AND R
    13. Chapter 13: Audio Is Everywhere (How to Take Advantage of It)
      1. NOTE
    14. Chapter 14: Influencer Marketing Matters
      1. NOTE
    15. Chapter 15: Get the Most out of Your Marketing and Convert More Leads Using Retargeting
      1. NOTES
  9. Section II: How to Find and Follow Up with the Highest-Quality Leads That Are the Most Likely to Convert
    1. Chapter 16: Amazing Sales Tools That Will Increase Your Lead Conversion Rate
      1. INCREASE YOUR LEAD CONVERSION RATE BY IMPROVING YOUR CONVERSATIONS
      2. HAVE BETTER SALES MEETINGS AND ONE-ON-ONES
      3. TAKE BETTER NOTES DURING SALES COACHING
      4. RUN SALES CONTESTS THAT INCREASE EFFORT AND RESULTS
      5. LEARN WHAT MATTERS THE MOST TO SOMEONE WHO IS CONSIDERING HIRING YOU
      6. GIVE CREDIT WHERE CREDIT IS DUE
      7. NOTES
    2. Chapter 17: Should You Use an ISA or an AI Chatbot to Follow Up with Leads?
      1. NOTE
    3. Chapter 18: How to Achieve the Highest Lead Conversion Rate Possible
      1. HOW LEAD RESPONSE TIME IMPACTS CONVERSION
      2. BEST DAYS AND TIMES TO FOLLOW UP WITH LEADS
      3. HOW MANY TIMES SHOULD YOU FOLLOW UP WITH A LEAD?
      4. NOTES
    4. Chapter 19: How to Convert Leads Using Text Messages
      1. NOTE
    5. Chapter 20: How to Use Automated Email Campaigns to Convert Leads
      1. NOTE
    6. Chapter 21: Expert Email Marketing Tips That Build Your Brand and Convert Leads
      1. WHEN AND HOW OFTEN SHOULD YOU SEND EMAILS?
      2. HOW TO GET THE HIGHEST OPEN AND CLICK-THROUGH RATE
      3. ADVANCED EMAIL TACTICS AND TEMPLATES
      4. HOW TO TRACK WHICH EMAILS WORK BEST
      5. PICK UP THE DAMN PHONE
      6. NOTES
    7. Chapter 22: How to Find and Convert the Hottest Leads Using User Tracking and Triggered Messages
  10. Section III: The Billion-Dollar Sales Script
    1. Chapter 23: Welcome to the Boiler Room
      1. NOTE
    2. Chapter 24: The Pre-Call Stalk
      1. THE TWO-STEP “STALK”
      2. PROFESSIONAL LEAD-STALKING TOOLS
      3. NOTE
    3. Chapter 25: How to Have a Perfect First Minute on a Sales Call with a Lead
      1. HOW TO GAIN CONTROL OVER THE CALL(ER) WITH ONE SIMPLE SENTENCE
      2. HOW TO GET AROUND BRICK WALL STATEMENTS
    4. Chapter 26: The Digging Deep Technique
      1. QUESTIONS THAT MAKE IT IMPOSSIBLE FOR A LEAD TO SAY NO
      2. THE DIGGING DEEP TECHNIQUE
      3. CURIOSITY IS KING
      4. NOTES
    5. Chapter 27: How to Quickly Get a Lead to Trust You
    6. Chapter 28: Proactively Uncovering Objections
      1. NOTE
    7. Chapter 29: How to Start Closing Using the Five Yeses
      1. THE FIVE YES TECHNIQUE
    8. Chapter 30: The Perfect Sales Pitch
      1. ALWAYS BE CLOSING
      2. NOTE
    9. Chapter 31: Exactly What to Say When You Transition from Pitching to Closing
      1. NOTE
    10. Chapter 32: How to Close
      1. STEP ONE: THE TRIAL CLOSE
      2. STEP TWO: THE SLOT CLOSE
    11. Chapter 33: How to Overcome Objections
      1. BUYING QUESTIONS VERSUS OBJECTIONS
      2. ARCING
      3. USING ARC TO OVERCOME OBJECTIONS
      4. NOTE
    12. Chapter 34: Preferred Additional Outcomes (What to Do When You Can't Close Someone)
      1. NOTES
    13. Chapter 35: What to Say after They Say Yes
      1. NOTES
    14. Chapter 36: How to Get the People You Close to Send You High-Quality Referral Leads
    15. BONUS CHAPTER: Analytics: How to Track the Metrics That Matter (and What to Do Based on the Data)
      1. WEBSITE METRICS THAT MATTER
      2. LANDING PAGE METRICS THAT MATTER
      3. SOCIAL MEDIA METRICS THAT MATTER
      4. EMAIL MARKETING METRICS THAT MATTER
      5. SALES METRICS THAT MATTER
      6. IN CLOSING
      7. NOTES
  11. About the Author
  12. Index
  13. End User License Agreement

Product information

  • Title: The Conversion Code, 2nd Edition
  • Author(s): Chris Smith
  • Release date: May 2022
  • Publisher(s): Wiley
  • ISBN: 9781119875802