It is no secret that your audience, and any one else's audience for that matter, want their attention earned - not purchased. So, we look at how to best develop a strategy to earn their attention and ultimately earn their business.
In 2015, Google published a study that indicated that the new consumer was doing 83% of their research online prior to scheduling a call, scheduling a demo, or responding to an offer. These research sources include blogs, social media, websites, third party sites, and a multitude of other sources to validate the information they found in their search. Now, think about that for a minute. What kind of information are they digging up when they do their research? Content. They're digging for content. They want to reach articles, read eBooks, view case studies, and determine for themselves if this is going to be a good fit to solve their current challenges. \
My question: "Why not have them do their research with 100% of your content?"
This is an effective strategy we put in place over the last 10 years. We help develop content, repurpose across multiple channels, and ensure that your information is showing up via keywords, social media groups, and direct-targeted outreach.
Now, that you have the foundation laid, let's look at the 4 Ls of Successful Lead Generation.
1. Lead Magnet
What is a lead magnet? A lead magnet is something of value that a self-educated prospect is seeking when they're doing their research. This can be a blog post, video, ebook, case study, cheat sheet, or other free resources they redeem in exchange for their name, email address, phone number or other personal information. The primary purpose of the lead magnet is to generate interest. Utilize catchy titles, and intriguing content with an attractive call-to-action. Your business should be targeting a specific audience, and in some cases a specific industry or niche. Our agency helps companies increase their sales by focusing on the four areas of the sales cycles (1) prospecting, (2) selling, (3) closing, and (4) follow-up. So, it is simply a matter of targeting the audience of Sales Directors, CEOs or COOs that are looking for outsourced solutions to help them achieve their forecast sales goals.
2. Landing Page
This tool is great to capture your leads. Typically, your lead magnet is included on this page, and there are only two options (1) opt-in/download or (2) click and leave. You don't want to have too many options here, as your goal is to capture their lead information so you can market directly to them in conjunction with the lead magnet they downloaded.
The goal here is to drive all traffic from offers to this particular page. I personally use a strategy to have a landing page for each specific offer. Let's say you have 4 particular services. Part of your split testing strategy could be to have 4 landing pages. Your prospect isn't always looking for just one service. Every business progresses at different paces, and even the same types of businesses have different challenges. That's why you run 4 campaigns for those 4 services, and drive traffic to those 4 landing pages. You're obviously able to upsell and cross sell where applicable but the idea is to capture the information initially.
3. Lead Capture
This is the step that takes place when someone downloads your lead magnet. They are offering you name and email (typically) in exchange for downloading the email. I like to include phone number and current sales challenge, so I have a strong conversation point when I follow up on their download. This typically includes an email and a phone call. Obviously, they're not ready to buy based on an ebook download- so the conversation turns to, "Send me a case study" or something additional IF they're interested in learning more. This will come in handy for #4. The follow up cadence comes next which includes email sequences, intro packets, kits, or other information to help fully educate the prospect on your solution while they're making their decision on the solution to best fit their needs. All of these steps following lead capture will feed into #4.
4. Lead Scoring
This is something I don't see any digital marketers using, like, at all. They'll sell you a brand new website for $5,000, manage your Facebook ads for $3,000, and "manage" all of those activities for another nominal fee. The end results - well pages of analytics and data - but no leads, no appointments, no sales converted from efforts, etc. What happens to those that opt in and never buy? What happens to those that opt-in and request a demo? This is where Lead Scoring comes in handy. I, personally, utilize a pre-qualifying phone call (not sales call) but just contact them after they download my ebook and discuss their findings, if they learned anything, or how they're currently handling their challenges; whether in-house or outsourced. I leverage 5 pre-qualifying questions, just to provide me with a score, and leave with offering to send them a video, case study, cheat sheet, sales script samples, or other documents I use in-house to help expedite my sales cycles. Let's look at some examples of Lead Scoring
+ 5 points = Download eBook
+ 2 points = Respond to Follow-up Email
+ 3 points = Request Case Study, White Papers, Cheat Sheets or Video
+ 10 points = Let's schedule a demo, or call I like what I saw
- 2 points = "No thanks, I was just looking for some resources"
- 5 points = Unsubscribe from your email list
As you can see the scores can add up to a total of 20 points. If you're looking at a score of 20 out of 20 - then your chances of closing this deal are very high. If you're sitting at 5 out of 20 - your sales team has more work to do. Ideally, I like to find a happy medium of deals that close based on score. My threshold in the last 10 years is 70% or higher are prepared to purchase.
There are a lot of factors that go into the 4 Ls, such as writing sales copy, develop graphics for an Advertisement or Lead Magnet. Split testing offers, and measuring the conversions from lead magnet, opt-in to demo or sales call, then measuring those that close and convert. There are various steps in the process that allow you to measure and test. This is simply a frame work to an optimal lead generation strategy. If you need more information on lead generation and some examples of how effective lead generation can be for your business, feel free to download the Super 7 Lead Generation System eBook. it is 100% free and provide some surface level information to help you get a better understanding of the strategy and how it can help you achieve your sales goals.
Chief Executive Officer
Superior Marketing Group
Curtis DeCora has helped start 61 businesses throughout the states of Wisconsin and Minnesota, as a consultant and business growth specialist. He has 10 years of B2B sales experience in the corporate and small business areas.