How We Generate Leads Online Part 1 Workbook

Transcription

1 How We Generate Leads Online Part 1 Workbook

2 Lead Generation What type of article tends to attract reader attention bringing you more traffic and more eyeballs to your page? Which articles convert bringing you more customers and more sales? And what s the secret formula that maximizes the twin impact of attraction and conversion? The best attraction and conversion techniques are hidden between the pages of two very different magazines: Cosmopolitan and The New Yorker Lead Generation Cosmopolitan articles attract attention - 75 Crazy-Hot Dance Moves - 10 Cheap Fun Date Ideas Style Ideas Already in Your Wardrobe We re attracted to articles that feed our lust for excess even excess information Most of the articles in Cosmopolitan are just bullet points stacked up against each other that go on forever

3 Lead Generation Men s Health and Money includes light-reading articles on their covers like How to Get Rock-Hard Abs and 7 Secrets to a Richer Retirement Cosmo-style content gets retweeted shared on Facebook and sent around all the other social media channels more often because everyone knows other people are attracted to this kind of format Sending it on makes the person who posted it seem more attractive by association Lead Generation New Yorker articles convert leads into actual sales The New Yorker produces in-depth, well-written articles that drive home a specific point When you write content in that same style, you impress the reader and they see that you can tell them something they don t already know That impression is so powerful that the reader is compelled to investigate further to see what else you can tell them

4 Lead Generation The more in-depth content they find, the harder it is for them to resist your subscribe or buy offer This applies to video and audio as well The more time you spend reading, listening or watching something, the more likely you are to follow up with the source For New Yorker-type content, you need depth, detail & analysis Put more in-depth detail and analysis in your writing, and you ll see your conversion rates skyrocket Lead Generation So which of these is the best strategy? Your free offers or your website are driven almost entirely by Cosmopolitan-style headlines and copy Others are driven by the New Yorker style You can use both of these strategies at the same time A strategic mixture of both types of content will attract a larger number of clients and increase your conversion

5 Lead Generation In print, magazines normally separate the two styles The front of the magazine has mostly short, light pieces; the back has longer, more in-depth pieces Online, you can drive them from light material to deeper, more detailed content so they get a brilliant mix of both kinds of pieces and you ll get great SEO benefits as well They ll be more attracted to you at the same time they re inclined to convert and check in with you daily Lead Generation If you want to attract more attention, more traffic, more readers and more social media sharing, go with Cosmo-style articles If you want conversion lean toward New Yorker-influenced articles with plenty of depth, detail, and thoughtful analysis If you want both, give your readers both Why settle for just one approach?

6 Client Example Offered stress-relief / meditation classes Decided to use internet marketing Using special offers to coax sign-ups Suggested switch to free online course The Experiment Observed website and statistics Designed for immediate sale Changed offer to free 3 week course Received special offer at the end

7 Why Do This? The free course establishes expertise rapport respect trust Results! Sign-ups for free course doubled overnight Within one week - sales increased 95% Company doubled its revenue Prospects want to know your product/service: works adds value is worth the price

8 Lesson Learned Get them to subscribe first then buy later Offer sneak preview FREE is easy to sell Introduces them to your features and benefits Increases their desire to purchase it Why Subscribe? 96% of prospects WON T buy on first visit Exchange information for their address Need to contact prospects 7 to 15 times Establishes trust and builds relationship with them

9 Tips For Designing Your Free Offer If you offer free content give away just enough to create desire - entice them - design offer for delivery a minimum of 7 times give it away slowly - preferably over several days (2-3 day intervals) Doesn t matter if it s a free report or free trial ALWAYS Follow Up them a tip or suggestion every few days Don t sell provide EXTRAORDINARY VALUE! Create a relationship built on trust They re looking for the expert YOU!

10 How To Establish Preeminence Establish credibility & trust with visitors & prospects Highlight the difference between you and competitors Create desire for your product / service... instantly! Decrease or eliminate any need to "sell Prospects WANT you to help them buy NOT try to sell to them Here s How To Get Started These work but aren t necessary... - buy a list from a list broker - purchase an expensive website - pay per click campaigns with Google - hire firm specializing in SEO

11 Here s All You Need A computer Inexpensive video camera - flip camera - webcam - camcorder 6 Steps To Generating Free Leads Step 1 write out the 10 questions clients most frequently ask Personal Trainer example - what s the best exercise I can do to drop pounds quickly? - how often should I do cardio every week?

12 Step 2 Generate Free Leads Then write out 10 questions your clients should ask - Questions they don t know they don t know Personal Trainer example - what s the truth about dieting? - why do most people think that in order for them to lose weight they should eat less? Why The Questions? Marketing Fundamentals - Prospects will buy what they want, not what they need - Position you as the expert - Establish credibility and rapport - Educates, informs, entertains and builds rapport - Gives them a sense of connection with you - Creates an emotional relationship

13 Step 3 Generate Free Leads Record 20 short videos responding to each question - 30 seconds to 3 minutes in length - end up with 30 to 90 minutes of expert content If you don t have access to a camera create a PowerPoint presentation record it with Camtasia / Keynote Step 4 Generate Free Leads Record 4 short mini videos 1 to 5 minutes each Mini video #1 - To Get More, Go Here video - At the end of each video, you tell people to go to your Video Lead Capture Landing Page to receive all 20 videos (NOTE: You can record this video once and then edit it to the end of all 20 videos, or you need to record this at the end of every video as you film it)

14 Step 4 Generate Free Leads Mini video #2 Lead Capture Page video - "enter your name and to get all 20 videos - connects with the prospect explains your offer and why they should sign up for the remaining videos Step 4 Generate Free Leads Mini video #3 Thank You Page video - when someone fills in your form you tell them they ll receive their first video as soon as they click a confirmation link that your autoresponder s them Mini video #4 Buy My Stuff video - put this on your thank you page or on a separate landing page

15 Step 5 Generate Free Leads Create a Lead Capture Page - send people here after they watch your video to sign up for the remaining videos. Step 6 Generate Free Leads Upload your videos to as many video sharing sites, social bookmarking sites, podcast directories, social networks and blogs as possible. It normally takes a couple of days to do this manually

16 Submit Your Content Search engines gobble up videos quickly Within hours, you'll dominate the keyword phrases your videos are associated with Your organic (free) rankings rise dramatically Begin to see a huge influx of prospects coming to your site to request the videos Generate Free Leads Mini video #2 Lead Capture Page video - "enter your name and to get all 20 videos - connects with the prospect explains your offer and why they should sign up for the remaining videos

17 Submit Your Content Google, Yahoo & MSN love video content Often get ranked instantly Can show up in Google within one to two hours Keyword domination may occur w/n hours

18 E-Learning Marketing System Designed to get YOU results!