Generating leads will make you tons of money
Generating Leads, let’s talk about it, and how it can make you tons of money. Yes, that’s right, inbound marketing can turn things around. To start, here’s a story you may enjoy.
In February of 2016, we launched an inbound marketing campaign for a client, by July of 2016 that client had become inundated with bookings, and was at full capacity until July of 2017. With lead generation, through inbound marketing, that client was able to close about half of the $435,000 in leads and build a waitlist. Those leads were only possible through a solid inbound marketing strategy that we put together.
You can go from $300k to $1.2 million annually.
How’s this possible? Generating leads, but the story goes like this: You make $312k per year with your current sales, but that’s your cap with the traditional marketing, tradeshows, word-of-mouth, and internet marketing tactics you’re using. There’s nowhere to go! There is a place to go, inbound marketing. You’re generating leads, and you’ve doubled your income. Now, you’ve got things rolling. But you’re getting more leads than you can handle, so you perform capacity building, and you can now manage all of the leads. You’ve doubled your income again, and now you’re at $1.2 million. Sounds easy enough right?
Unfortunately, it’s not that easy. There’s a back-end to all of the leads coming in, your generation system. This system includes a stellar website, social networking profiles (the right ones), analysis of your current traffic, testing methods, and most importantly an in-depth understanding of who your clients are, and how they want to hear about new services.
Is inbound marketing/generating leads for a service based business only?
Yes, it is. Digital Marketing is for e-commerce or retail businesses selling a hard good. Inbound marketing and generating leads focus on getting the people to your sales force (this applies whether it’s a long or short sales process, simple or complicated) For example, a person searching for a home generates a lead, as the sale is too complex for a simple hand to hand exchange.
Understanding of your potential clients, where they look, how they communicate, and what they want is crucial to making sure you’re pushing the right buttons to get them to buy from you. If they submit a form, send an email, or dial your number, it’s because you convinced them to contact you through your generation process, and the dialogue you inspired. They want more. They want you to say the right things, and they want to give you their money. But you got to work for it.
I offer a service but I don’t need a website for generating leads.
Maybe, maybe not. If you’re doing well without a website, good on you, but you could be doing better. Generating leads on your terms through your mechanisms is far more valuable than purchasing lead lists, and cold calling. Because a lead generation process soft-sells that you can qualify as tightly as you wish; you can target specific personality types, interests, groups, ages, and income levels. If your research is phenomenal, you can even get your current customers to tell you exactly what to push to get them to convert from a looker to an interested party.
All I need for this is a website?
No, you need a stellar internet presence (website, social networking profiles, PPC and SEO campaigns). You also need to conduct your research and find out what made your current customers choose you over the other guy, and where they look for their services. If providing a service for accounting. Chances are, putting pictures of ledgers on Instagram isn’t going to work. Facebook may not either. You’ll need to understand how each personality type conducts their searches for such things. The best place to go is to current customers. You’ll also need to test, test, test. See what works and what doesn’t.
Your progression plan, map it.
Map a progression plan. From channel to conversion. Here is an example: Bob is a contract lawyer, and spends a lot of time reading WSJ. He’s 30 years old, has no kids and no wife. He is active on facebook and linked in. He’s a minimalist and doesn’t live in excess. Here are some great examples of buyers personas.
- Channels (top of the funnel): PPC campaign with placements on WSJ and Financial news sites, and a social strategy on LinkedIn. (We’re not doing Facebook for Bob because he’s not looking for an accountant in his time on Facebook.)
- Inbound (center of the funnel): Getting him to click the ad. Use an aesthetic style that meets his criteria for beauty, aka white space, clean lines. But the ad needs to get right to the point, not be one of the abstract ads, but direct. “We’ll get your books right. Call Now.” would work better than “An accountant that you can count on.”
- Converting (downspout of the funnel): The form. He’s clicked the ad, and he’s looking at a landing page made just for his personality; it’s minimalist, clean lines, lots of white space, direct language that outlines clearly and quickly the benefits of your service. You give him some links to more in-depth information about you, and a testimonial staring him in the face. The form is simple, he fills it out and clicks send.
That’s an ideal inbound marketing funnel (or lead generation progression plan) will work. But that’s for one type of customer; you’ll need to do that for every persona in your target market, and you’ll be on your way to generating leads.
Food for thought.
Planning is important, so ask yourself these questions before you begin.
- Where do I want to find them?
- Which path from a search result do I want them to take?
- Which landing pages lead to which forms?
- What sales material can I give a lead to help close the sale?
- What’s the service agreement like?
- How do I package the service?
Do it right the first time.
Set up for online lead generation right the first time. Every time a part of the process isn’t predetermined, you could lose a potential sale. If the lead progression falters at any point, you can reduce the number of inbound leads. It’s important to get everything lined up first, including how much capacity you can handle, this defines potential earnings, and how many leads you can service.
Why taking all the leads you can get is a bad idea.
“I will take all the leads I can get.” If you can service 1 lead a week, and you have a sales closing rate of 25% you’ll need to have 4 leads generated for you each week. This will match your capacity. But if you get 20 leads a week, but can only help 1, time is being wasted. Turning away qualified leads, because you’re at capacity is bad for business. This leads to poor reviews, and worst of all, waste of yours and your customer’s time. The best course of action is to take as many leads as you can service.
At the end of the day, an E-Commerce website can make you money, by selling a real product; it’s more difficult to actually get those sales. If you offer a service, you’re in luck – because you can generate qualified inbound leads for your sales force to sell. It’s a long and in-depth process, but you can do it. Take a look at this article for the tools you can use to generate more leads.