In this week’s episode of “Inside the Mind“, we talk about different Lead Generation Techniques.
If you like these videos consider subscribing and leave a comment letting me know what you’d like to see covered in future episodes!
Hey what’s up guys, welcome to Inside The Mind where we talk about Online Marketing Strategy, what it is, why it works, and why you should care.
In last week’s episode, talked about How To Value a Lead in response to by a subscriber question from David Garcia who said:
Talk about how to value a lead, how to determine the cost of a lead, how much a lead in niche might cost, and the positive, negative ROI.
This week, we’re going to answer the second half of David’s question and talk about different lead generation techniques and give examples of lead campaigns that have a positive and negative ROI. And we’ve got some really fun stuff planned for this episode, so be sure to watch it all the way through.
There are a number of lead generation techniques out there, each one really deserving it’s own episode. So for now, we’ll do a brief overview of a few of my favorites, and when we go into more detail in future episodes, I’ll be sure to link them so you can learn more. Sound good?
Before we get started, it’s important to note, there are three things that are vital to any lead generation campaign
1. A written profile of your target prospect.
2. A list of suspects containing potential prospects,
3. A method of reaching your sales prospects.
Ok so let’s jump right in.
One of my favorite lead generation techniques is Guest Blogging because it allows you generate really great leads and raise your profile at the same time.
The only downside to guest blogging as a exclusive lead generation source is that you have to spend a ton of time getting to “know” the blogger’s audience, and it can take time to get into that blogger’s professional network.
The reality is, guest blogging like a professional is both rewarding and time consuming.
It’s not just a way to get better leads, but the long term SEO value means you could increase blog traffic with just a few good links. If this is a route you would like to take seriously, I highly, highly, HIGHLY recommend you take Jon Morrow’s Guest Blogging Course.
My next favorite lead generation technique is Pay Per Click ads on Google.
Now the standard advice here is to target key phrases that you think your target market will be searching for, and send them to a landing page perfectly addresses their concerns.
And while that is true, I want to take it a step further. My recommendation on top of the standard advice is to target competitive product names or creators (so long as you’re not violating copyrights) and make your offer specifically for the people searching for that product.
Now, as tempting as it might be, you want to avoid straight bad-mouthing your competition because everyone does it, and it makes you look like a jerk.
Not only that, but it puts people in the wrong mindset. If you’re saying X product is over priced, or Y product is a scam, you’re activating their customer’s defenses, which is not where you want their head to be at when they buy from you.
Instead say something like “Love Brand X? Then You’ll really love this!”
Does it get as many clicks as the other type of ad? No. But it repels the hype seekers and bargain hunters and attracts way more qualified buyers.
Do this with all of the competing products and competitors, and now every time they launch, you benefit from the buzz they create for themselves.
Next, you’ll see this one a lot, which are Webinars, teleseminars, and other live events.
This is a really effective way to generate leads, because you’re demonstrating the solution to a problem your audience really wants to solve in a live environment.
With these types of events, it’s really important to keep your pacing fluid, and to make sure you’re not just jumping right into the pitch.
Many webinar and teleseminar veterans will say you want to spend quite a bit of time helping your audience get in tune with their problem, then offer the light at the end of the tunnel by way of the product.
It’s also common for two or more people to team up on these types of calls to increase the perceived value, and to leverage each other’s audience.
Ok one more, then we’re moving on, and that is our old friend traditional TV and Radio advertising.
Many websites have started taking the more traditional route to advertise their website.
It’s not uncommon at all to hear radio spots from Match.com or Iheartradio, and while many small and medium sized business owners shy away from television because they believe it’s going to cost a ton of money, sometimes, that’s not the case at all.
At the very least, it’s worth looking into. Yes national spots can get very costly, but it’s not unheard of for a local spot to cost $5 for 1,000 viewers, meaning you could expect to pay less than $100 per spot and even less for off-peak times.
For more information on Television advertising, follow this link. http://www.gaebler.com/Television-Advertising-Costs.htm
But the two most important things to remember regardless of how you generate your leads
is that it’s about the message not the medium AND you want to have a good offer to a good list.
Now, because guest blogging is all the rage these days, (likely because it’s a source of free leads), I’d like to share how I was able to close a 5 figure deal off of a single guest post. This is a story of how that worked for me:
Back in August I wrote a guest post for remarkablogger.com titled “Why You’ll Never Be Able To Increase Your Prices” which talked about the common issues solo business owners have with increasing their rates. It resulted in a 5 figure deal which was pretty cool. While the lead itself was free, I spent nearly 40 hours researching the archives of the blog and another 15 hours creating the piece.
Cool right? This was also the first guest post out of maybe 30 I had written that had done this. And the average time it takes for me to write an article is anywhere between 10-15 hours
So even if we were to do an average of 12 and a half hours per article times 30 articles, that means I spent over 375 hours to generate one 5 figure deal. And that doesn’t even include the time spent researching, learning, networking, or any of the other aspects related to my business.
Would I trade it for anything? No of course not, and since taking the guestblogging.com course I’ve been able to gather leads more consistently off of guest posting. I’ve learned that guest posting is only one of several methods I should be using to generate leads.
Next, Ppc. I’ll be honest, I don’t have any specific examples of a campaign with a negative ROI because it’s so common. I hear on a regular basis something to the effect of “I tried Ppc and wasted a ton of money!”
The most common mistake people make is assuming Ppc is as simple as picking a handful of keywords, entering your credit card, and watch the money roll in. At one point this was not far from the truth, but no longer.
We’re going to talk about PPC in more detail in the future, but for now keep these tips from searchenginewatch.com in mind.
- Maximize your Quality Score
- Bid on your brand’s terms
- Test your Ad copy
- Track Conversions
- Get comfortable with all aspects of the platform
More often than not people skip over these 5 basic steps when jumping into PPC and end up wasting hundreds, if not thousands of dollars because they didn’t do their research ahead of time.
For an example of Positive ROI however, let’s look at Blue Heron French Cheese Company.
In 2009 Blue Heron French Cheese, a local company out of Oregon, wanted to increase their gift basket sales online. Though the company had been in business for 30 years, they wanted to open up a new market and remove the physical limitations of being a “local” business.
After a redesign, and a targeted PPC campaign, the website has received a 55% increase in year over year.
Alright that’s all I’ve got for today’s episode of “Inside The Mind” Thanks so much for watching.
I’m on Facebook Twitter and Google +
If you have a question, please leave a video response by clicking on my face, or asking in the comments below.
And subscribe if you want to be the first to know when the next video comes out!