smb lead generation strategy - lead generation stats & basics

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SMB LEAD GENERATION

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Page 1: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

SMB LEAD GENERATION

BASICS , STRATEGY & STATS

Page 2: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

LEAD GENERATION

As consumers become more and more reliant

on the internet, there has been a drastic shift in

how they research, receive, and pay for

products and service.

With a wealth of information at their fingertips,

buyers can complete most their purchases

online. If they do need to visit your business to

purchase, most of the work is done, and with a

decision made before they reach your doors.

You are out ofbusiness if you don't have a

prospect.

Zig Ziglar was a salesman known around the world as a performance trainer for major corporations, motivational

speaker, and author of best-selling books such as See You at the Top and Secrets of Closing the Sale.

There is a new challenge for SMB’s: Developing effective lead generation strategies in an internet-dependent marketplace.

Gaining and retaining a customer’s interest through the entire buying cycle has become even harder.

As a small business, you need to develop an innovative lead generation strategy that gets your business in

front of your ideal customer, so you can build trust and convert prospects into leads.

Page 3: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

LEAD GENERATION

BASICS

Page 4: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

LEAD GENERATION BASICS

Even if you are

a small business, you

can still have a large

customer base.

You just need

a straegy in place

that generates more

quality leads.

A person who has shown interest in your

product or service in some tangible form.

What is a LEAD?

Your process for attracting and converting your

audience and prospects into people interested

in buying from you.

What is a LEAD GENERATION?

When prospects are interested in your business

it is easier and less expensive to get them to

buy from you in the future.

Why you need LEAD GENERATION?

Page 5: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

LEAD GENERATION BASICS

After you have

attracted your

audience, the

Lead Generation

process converts

those visitors

into leads for

your sales team.

You qualify a lead by gathering enough

information from people in your audience to

gauge a valid interest in your company. Use

contact info to nurture the lead.

How do you qualify a Lead?

OPT IN FORMS

WEBPAGE CONTENT

BLOG

CONTENT UPGRADES

SOCIAL MEDIA

COUPONS

WEBINARS/COURSES

Ways you can capture Leads:

LISTS OF RESOURCES

VIDEOS

PPC ADS

INFOGRAPHICS

EBOOKS

NETWORKING EVENTS

DEMO/FREE TRIAL

Page 6: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

BUILD AUDIENCE

Blog

Email

Social Media

PPC

SEO

LANDING PAGE & OFFER GIVEN

Offer CATs

High-Quality

Content

Forms

OFFER TAKEN &

LEAD CAPTURED

Offer Accepted

Lead Captured

NEW LEAD!

Use the information collected to qualify lead

for sales team

LEAD GENERATION PATH

Page 7: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

MOST EFFECTIVE

18% paidsearch

60% emailmarketing

11% both social & display ads

 LEAD-GENTACTICS

-Source: B2B Magazine

Page 8: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

LEAD GENERATION

STRATEGY

Page 9: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

1. PLAN

Analyze current NEEDS

Set lead-gen GOALS

Develop buyer PERSONAS

2. DEVELOP & CREATE

Develop an irresistible MESSAGE

Create valuable & attractive OFFERS

Create engaging CONTENT for website

3. DISTRIBUTION

OWNED: Website, Blog, Email, Social

EARNED: Reviews, Testimonials

PAID: PPC, Social Media Ads, Events

4. CAPTURE

Present OFFER to visitors/audience

Use enticing CALL TO ACTION

Optimize short LEAD CAPTURE FORMS

5. ANALYZE & TRACK KPIs

Analyze leads to find top SOURCE

Compare content PERFORMANCE

Monitor offer CTR & make adjustments

6. CULTIVATE INTEREST

Encourage continued ENGAGEMENT

Show value in EMAIL CAMPAIGNS

Nurture long-term RELATIONSHIPS

7. CONVERT TO SALE

Implement CONVERSION STRATEGY

SEGMENT visitors by behavior

PERSONALIZE offers

LEAD GENERATION STRATEGY

46% of marketers believe that lack of an effective strategy is the biggest

challenge in reaching the next level oflead generation performance.

Page 10: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

The offer determines to a

large extent whether you

can maintain a dialogue

with a prospect rather than a series of episodes. The offer communicates

your intention.

Phil Fernandez, CEO,

president & co-founder of

Marketo cloud-based

marketing software,

successful serial

entrepreneur & author of

Revenue Disruption

The offer determines to

a large extent whether

you can maintain a

dialogue with a

prospect rather than a

series of episodes. The

offer communicates

your intention.

Page 11: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

01

02

03

OFFERS & LEAD MAGNETS

With buyer personas in mind

create free checklist, eBooks,

courses, and valuable resources

and build a landing page for each.

Include content upgrades such as

checklists, templates, or videos with

bonus tips on your blog posts to

convert your readers into subscribers.

Offer high-value content, tools, and

intro products prospects don't mind

exchanging their email address for.

The lead magnet is your irresistible OFFER.  Take time

to create valuable extras relevant to your audience.

Page 12: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

01

02

03

CALLS TO ACTION

Make your CAT stand out with a

contrasting color to your

background color

Text of your CAT should tell

people what will happen when

they click (ex. "Get FREE PDF")

Place your CATs where your users' eyes

naturally go on your web pages. Use heat

map analytics to see where that is.

Create dedicated landing pages for CTAs so users are sent to a page that will convert them to a lead.

Page 13: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

If you want better leads, you need a better website and high converting landing pages.

The less information you ask for on

the first step the more likely people

are to fill it out.

Add trust seals, photos, and

testimonials to increase credibility.

Use action-oriented "power words"

highlighting benefits above the fold in

your offers.

Consider end-goal to determine what

actions you want the user to take.

Create easy access to lead capture

forms by having a form on every page.

Test, adjust, retest, and adjust until

you see conversion improvements.

BUILD AUDIENCE & OPTIMIZE LANDING PAGES

BLOG... CONSISTENTLY

Improve lead generation and increase

conversions with these marketing

tactics that help you build your

audience, improve your conversion

strategy, and capture more leads.

Page 14: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

MAKE CATs

STAND OUT AND

FORMS EASY

TO FILL USE

LEAD CAPTURE FORMS

Multiple CATs to

Lead Capture Form

Page 15: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

Lead Generation is a fairly core activity

to marketing.

Chris Brogan is CEO of

Owner Media Group ,

providing strategy and skills

for the modern business. He

is also a highly sought after

professional speaker and

the New York Times

bestselling author of nine

books and counting.

Lead

Generation

is a fairly core

activity to

marketing.

Page 16: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

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Page 17: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

LEAD GENERATION STATISTICS

Page 18: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

Lead Generation Statistics

Percentage of

organizations believe

email is one of their most

effective lead generation

channels

Percentage of

marketers spending

more than $50 on

each lead generated

Percentage of

marketers spending

over $1,000 on each

lead generated

42%

1 2 3

1) Marketo 2) Mintigo 3) Mintigo

74% 5%

Page 19: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

Email Marketing Statistics

Email is the most

commonly used B2B

lead generation

 strategy 

Number of emails

sent daily

B2B marketers say

email is the most

effective channel for

generating revenue

78% 297 billion 59%

1

2

3

1) Demand Metric Corp. 2) The Wonder of Tech 3) B2B magazine

Page 20: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

Getting more leads is great! But you want leads that deliver the best ROI.

14%

28%

42%

56%

70%

ROI

# of

Lea

ds

CTR, Ope

n Rat

e

Qua

litativ

e0%

MOST IMPORTANT METRICS FOR EMAIL CAMPAIGNSSource: Marketing Sherpa

Page 21: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

Content Statistics

Content marketing

generates three times

as many prospects as

outbound marketing,

but costs 62% less  

82% of consumers who

purchased viewed at

least 5 pieces of

content from the

winning company

68% of consumers feel

increased positivity

about a brand after

consuming content

from it

62% less

1 2 3

1) Demand Metric 2) Forrester 3) Media Connection

82% 68%

Page 22: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

Website Statistics

Organizations with

websites of 401-1000

pages get 6 times

more leads than sites

with 51-100 pages  

48% of marketers build

a new landing page for

each marketing

campaign

81% of businesses

report that their blog

is important or critical

in generating leads

6 TIMES MORE

1

2 3

1) Hubspot 2) Hubspot 3) Hubspot

48% 81%

Page 23: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

SEO Statistics

SEO leads have a 14.6%

close rate, outbound

leads (ex. direct mail or

print advertising) have

a 1.7% close rate

60% of all organic clicks

go to the organic top 3

search results

Brands relying on

inbound marketing

save over $14 for every

new customer acquired

14.6% CLOSE RATE

1

2

3

1) Search Engine Journal 2) Business to Community 3) Openview

60% $14

Page 24: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

CONCLUSIONYour lead generation strategy lays out the process of sparking interest in your business to get prospects

into your sales pipeline. When you’ve figured out what your potential customer wants, and you can tie

that to a valuable offer you will consistently generate quality leads.

Driving quality leads to your business with a solid lead generation strategy will take planning and

consistent effort, but the ROI is unmatched when compared to traditional and outbound marketing tactics.

Working on creating quality content and valuable offers is just the start. You’ll need to nurture social,

online, and face-to-face relationships, while deploying engaging email marketing campaigns and using

multiple channels to get your offers in front of the right audience.

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Page 25: SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

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