A while back we sat down with Dan Scalco, an expert in online business growth and founder of Growth Signal, to learn how he drove over a 120,000 leads to a client site in under 24 hours. We’d be remiss to not share his strategy that drove so many leads to his client’s website that it crashed not once, but twice! He reinforces the fact that a company doesn’t have to be a Fortune 500 to drive significant traffic to their website. To make things even easier, he breaks down his method into three repeatable and universal steps.
Bonus Download: Before you begin driving more traffic to your website, you probably should figure out when your last content inventory was. Make sure you download our free guide, How to do a Content Inventory, and learn how to dig through your content and figure out what to keep, trash and repurpose.
Step One: Lay the Groundwork
You’ve made the goal of increasing the number of leads to your website. Now what? It’s time to engage with industry experts. And it’s more than just following. You have to put some muscle into it.
“Try to build a dialogue or some kind of relationship with them. What I like to do, and not a lot of people do this, but I found is just as effective for boosting all is adding them to a specific list. So, if they’re an industry expert, I create a public list and I add them to a made-out list like ‘industry experts’ and I add that to that list and it will pop up in their Connections tab. It kind of strokes their ego, increases the chance of building a follow back.”
Now let’s take it a step further. Why not see who is sharing that influencer’s content?
“We want to find who is most likely to retweet that content. Because a lot of people on Twitter, either they just use it to tweet stuff and not really engage with other posts. You want to find the people that are engaging and sharing tons and tons of stuff on your content. So, you try to do the same thing. You look for those followers of the influencer who have about a 100 plus followers. That’s what I found.”
Step Two: Build a Reputation
Once you have an enviable and strong social media following, it’s time to work on your brand’s reputation. Slack emphasizes the importance of developing your brand’s authority on hyper popular forums like Reddit.
“I like to build a good reputation for them. This is easy stuff, just like talking with people, relating to people. Not hard selling your concept, not hard selling your services, but just building them up as authority within this niche,” he explains
LinkedIn and Quora are also forums where your brand can tout its expertise by answering questions and providing expertise.
Step Three: Create Viral Content
If you’re going to maintain your authority and reputation in your industry, you’re going to need the content goods to back it up. This is the time when you need to be going viral.
Scalco was generous enough to break down the steps to making your content viral into three pillars:
1. Social Currency: “Does it make the person who is sharing your concept look good to their friends and network?”
2. Emotion: “Does it trigger an emotion? At the end of whatever it is they’re reading, watching, viewing, does it make them happy? If you read it and it doesn’t evoke some kind of emotion, it’s not going viral.”
3. Value Proposition: “What is its value? Is it useful to them?”
Think about successful companies with viral content, like Chipotle. The masses flock to their neighborhood location to satiate their burrito cravings and are left with a sense of moral achievement thanks to the lingering effect of their 2013 Scarecrow film. Business2Community speaks to Chipotle’s viral marketing success int their post, Content Marketing: Chipotle Cultivates Thought with Celebrated Authors.
Now off you go to increase those leads! Can you reach 120,000?
Free Download: With an influx of leads, make sure you’re treating each one individually and personalized. Make sure to download our free guide, Intro to 1:1 Marketing, for our hacks to beating out your competition by reaching your audience first across multiple channels.