SMB Lead Generation Strategy - LEAD GENERATION STATS & BASICS

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  • SMB LEAD GENERATION

    BASICS , STRATEGY & STATS

  • 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 SMBs: Developing effective lead generation strategies in an internet-dependent marketplace.

    Gaining and retaining a customers 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.

    https://www.ziglar.com/https://www.ziglar.com/

  • LEAD GENERATION

    BASICS

  • LEAD GENERATION BASICS

    Even if you are

    asmall business, you

    can still have a large

    customer base.

    You just need

    astraegy 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?

  • 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

  • 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

  • MOST EFFECTIVE

    18% paidsearch

    60% emailmarketing

    11% both social & display ads

    LEAD-GENTACTICS

    -Source: B2B Magazine

  • LEAD GENERATION

    STRATEGY

  • 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.

  • 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.

    https://www.marketo.com/https://www.marketo.com/

  • 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 irresistibleOFFER. Take time

    to create valuable extras relevant to your audience.

  • 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.

  • 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.

  • MAKE CATs

    STAND OUT AND

    FORMS EASY

    TO FILL USE

    LEAD CAPTURE FORMS

    Multiple CATs to

    Lead Capture Form

  • 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.

    http://chrisbrogan.com/http://chrisbrogan.com/

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  • LEAD GENERATION STATISTICS

  • 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%

  • 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

  • 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 Ra

    te

    Qua

    litativ

    e0%

    MOST IMPORTANT METRICS FOR EMAIL CAMPAIGNSSource: Marketing Sherpa

  • 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