A practical guide on how to get more leads

Transcription

1 Presenter: Alan Tomkins A practical guide on how to get more leads Grow your business with a lead generation plan

2 When you carry out any form of marketing activity ask yourself this question: Is what I m doing FOR the customer or TO the customer? Or put another way, are you adding value or just giving another sales pitch?

3 Work out your budget for lead generation What profit do you make on your average client? Over what period, 1, 2 or 3 years? E.g From our qualified enquiries what s our closing rate? E.g. 10% How much of our profit are we prepared to pay for a new client? E.g. 10% So we have 100 to acquire 10 qualified leads, 10 per lead. How many new clients do we want per month? E.g. 5 new clients So our lead generation budget to achieve our goal is 500 per month Our challenge now is how we spend that 10 to generate a qualified lead.

4 Online Lead Generation Keyword research Your Web Site Organic search results Mobile search results Local listings Pay per Click, Display and Remarketing advertising Social Media Activity Marketing Video Reviews On your site, On 3 rd party services, Google, LinkedIn Case studies

5 Offline Lead Generation Networking Referrals Partnerships Memberships Purchasing Leads Government Workshops and Seminars Advertising and Telemarketing

6 Online Lead Generation

7 Keyword research

8 Take a long hard look at your site

9 Take a long hard look at your site

10 Make sure your website is perfect All pages should have a unique title up to 65 characters All pages should have a unique description up to 150 characters All pages should have a relevant Heading 1 on every page Pages should have unique quality content All images should have a relevant ALT tag Local META tags should be used as well as schema mark-up Check how your pages look on Googles search results Is you site indexed on Google, Bing and Yahoo? Is your site mobile friendly? Are you showing in the local listing on Google?

11 Online advertising Google PPC (pay per click) Display (PPM pay per 1000 impressions) Remarketing display Microsoft Bing Bing ads You can import from Google Ads Use your site URL for keyword research Advertising on specific web sites Buy banner space on websites where your potential clients hang out Typically pay per 1000 impressions Image based ads so can be very effective

12 marketing

13 Reviews Consider a 3 rd party review system Use Google Plus and Google Business for reviews, especially for local Get reviews on social sites like LinkedIn Review sites: Trustpilot Revoo Louder You Trip Advisor Review Centre Yell Trusted Reviews Rated People Trustatrader Checkatrade And more

14 Offline Lead Generation

15 Referrals & Memberships Ask happy clients for recommendations Make it known you are looking for new business. Is your client in a local group or association you could present to or meet? Introduce yourself to local groups Chamber of Commerce. Ask for a members list! Do marketing. FSB, all areas have a chairman, introduce yourself. Local business groups. Forum of private businesses Trade bodies Don t just signup online or by phone, go and meet the local office staff. Tell them what you do and the sort of clients you are looking for. Ask them who else in the association you compete with. Meet the sales person/membership person, they will have one. They are the person that meet all new members. Offer to do free presentations or workshops. Write a short column for their local news letter, they are always desperate for good content.

16 Networking You will not get recommendations through networking until your contacts trust you enough to stake their reputation when they recommend you. Have a well rehearsed elevator pitch. Mine is: For businesses looking to increase the number of leads they are getting into their sales funnel I communicate a clear and compelling sales proposition for their business, through excellent web site design and effective online marketing. Get involved in local networking groups. Try for 3 to 6 months and judge whether it s worth your time Usually out of working hours Focus on the best people, discreetly of course Always be polite and professional Volunteer to do presentations/workshops/seminars/etc. Always follow up if you say you are going to Meet the more interesting people outside the group meetings (one to one s) If someone in your group gives you work, exceed their expectations and use this to earn the trust of the group

17 Presenter: Alan Tomkins Office: Questions? If you d like a copy of this presentation please leave me a business card or take a note of my address and drop me a line just asking for a copy.