Welcome to the Interest stage in the Powerglass Pipeline.  Go to https://targetoutcome.com/powerglass-pipeline for more information and access to the free Powerglass Pipeline Playbook. 

Concept 1 - Prospects are now becoming Solution Aware. They acknowledge they have a problem, found that you understand their problem, and you (and others) can potentially solve their problem. Now they are searching for answers They go to Google – 92% of the time and Google sends them to the most Relevant sites that match their search string. Two main ways to be found in Google: 1.Organic Search. 2.Paid Ads – Google Ads, Facebook Ads, Industry sites. Conversational based searches work best: Can I…, How Do I…, What are the…, Best…, Near me…, Why is it…; When can I…; What are the…, How come I…, Need help with… 75% search is done on Mobile. Your 50 Questions from the Knowledge phase are your key search terms to optimize SEO and create your Ads.

Concept 2 - Your Prospect Questions - Now go back and review your 50 Prospect Questions. Do they begin with : Can I…, How Do I…, What is the…, Best…, Near me…, If not, try the questions out with the lead-ins above. Maybe create some more. You now have 50 topics from the Knowledge state for: Emails, Blog Posts, Social Posts, Short Videos, Webinars, Infographics, White Papers. Use your have 4 Case Study synopsis from Transformation Promise.

Concept 3 - Organic Search, SEM and SEO. Organic search is when prospects find you by searching for a particular topic using keywords in a search string. In order to show on the first page of search results, you must have content that Google deems to have the best relevancy. That’s why we created your 50 Questions. When you place these questions and the answers on your website you have improved Search Engine Optimization. Your website MUST be mobile friendly. Check your site: https://search.google.com/test/mobile-friendly. Paid Ad campaigns should use mobile bid adjustments. Many searches use “Near me…" If you have a local business, use https://www.google.com/business/

Concept 4 - Paid Ads. In the Interest phase, prospects are looking for answers to their problems. Since 92% of search is done on Google – Google Ads is a great solution. Google uses Keywords to match user search input to your ads. You already have your Keywords in your Journal to use for Ads and SEO. Google Ads, Google Analytics and Google Search Console tied to website. Relevancy is key – Searched keywords match your Ad text that matches your website landing page text. This info congruence in called Quality Score. Landing page needs to have a call to action using your Initial Offers.

Concept 5 - Your Intitial Offers - When prospects come to your website what do they see? You need to be ready to give them answers to solving their problems. They are not ready to hear about you, your company or products yet. You have a unique opportunity prove you are the best guide for them. You have essentially created 100 Customer-serving blogs for offers. BTW – I use Initial Offer instead of the term Lead Magnet because of the point of view – again be a giver (IO) vs. taker (LM)

Concept 6 - Gated vs. Ungated Content. Gating your content is when you use a form to ask for name and email. You then either deliver the document via your website or email it. Form data is often bogus. You can get a lot of spam via your forms. But - You want to be seen as a giver and not a taker. USE ONLY UNGATED - Provide all your helpful content freely and easily. Only use a Gated form when there is true $ value – like a physical book.