The Lead Generation Blueprint

Transcription

1 A Publication by Mercury Online Marketing The Lead Generation Blueprint Get more leads and turn them into customers A twelve step formula

2 Contents 1. Foreword: How to use this e-book 2. Step one: What are you selling? 3. Step two: Create your offer 4. Step three: Create a giveaway 5. Step four: Create a squeeze page 6. Step five: Set up automated responders 7. Step six: Deliver free content 8. Step seven: Get traffic 9. Step eight: Google AdWords 10.Step nine: Facebook advertising 11.Step ten: Other traffic 12.Step eleven: Test and measure 13.Step twelve: Scale it up 14.Appendix: Resources

3 Foreword How to use this e-book

4 How to use this e-book Get the best results I want you to get the best possible results from the marketing system you'll learn in this book. I want it to help you generate a massive spike in your income. So before you get stuck in, I'd like to share a few tips. Firstly, congratulations on choosing to sign up to receive this book. You have taken action to create success for yourself and now you are about to discover a system that the most successful and wealthy marketers on the planet are using. I recommend that to begin with you read the book once straight through and just make some notes. I've written it as concisely as possible so it shouldn't take too long to read. I think a book like this should end up with bits torn off, highlighted bits everywhere and page corners turned down so you can pick it up again and get straight back to the important bits. Next, visit some of the resources listed in the appendix to familiarise yourself with the tools I recommend. There's no need to spend too much time getting stuck in to them at this point, but a quick look will help you understand what we are talking about. Before you go all guns blazing into action to implement what you've learned, it'd be wise to read it again for a second time. This time you will have seen it all in action, be familiar with the tools and understand the whole system.

5 Then, FINALLY! It'll be time to put it all in motion and create this marketing system to generate leads and transform your own business. Go ahead. Don't sit on all of that knowledge and let your competitors beat you to it. That would be criminal. Get a huge sheet of paper and plan how you'll follow this twelve step formula from start to finish. Good luck, and here's to your success! Tim P.S. We'd love to know how you're getting on. Share your progress on Facebook, LinkedIn or Twitter. Don t sit on this knowledge and let your competitors beat you to it

6 Step one What are you selling?

7 What are you selling? What are you really selling? The most important question to ask yourself before you think about marketing your business is this: what are you selling? Sounds pretty obvious right? On the face of it, maybe. What are you really selling? If you sell glasses, what you are actually selling is better eyesight. An enhanced view of the world. Clarity when reading, driving and doing everyday activities. These things, among many other benefits, are what you are selling. Think about your services in this context. When you buy a car, what you're actually buying is transport. A way to get you from A to B. You can choose the brand, colour, body shape, safety features and so on, but essentially you need to get from one place to another. When selling your products and services you must think more about the results and benefits, rather than focusing on the features of what you do. Every bit of your marketing must make it clear to your prospects what benefits they can expect from working with you. And that's why this is the first step.

8 It's important to have a clear idea of who your potential clients are. What do they do? Where do they hang out? How can you get in front of them? What kind of marketing might they respond to? Next, you need to understand that they each have a problem that they need to be solved. Your job is to identify their problem(s) and create the perfect solution to solve it through your services. And use your marketing to get that message across by highlighting the benefits of what you do. This is exciting. You can get creative and think about what you want to offer to provide the results your clients want. Whatever the problem is that your potential customers have, you can provide the solution. The benefits they will experience when buying from you are what your marketing should focus on.. Focus on the benefits rather than the features of what you do.

9 Step two

10 Create your offer Package it up Now you have figured out what you are going to be selling and who your potential clients are, you need to create an offer. People find it easier to buy products and services when they are packaged in a simple, clear way. Like an off-the-shelf product. They can see what they are buying and can easily understand the benefits they'll experience. So you need to create an offer - or package - to make it easier for your clients to buy from you. Show them what they will get, how long it will take, what results they can expect and what it will cost. Note that cost is the final element. If you demonstrate that they'll get great value then the cost is the least important thing. Your client will likely pay many times your fee to fast-track the result and experience the way they will feel at the end of it. Getting the message across that you're offering amazing value is the key. I recommend reading Influence: The Psychology of Persuasion by Robert Cialdini. This book has the very thing you need to be able to construct a killer offer. Now you have created your offer. Park it here a second. We'll come back to it.

11 Step three Create a giveaway

12 Create a giveaway Offer amazing value A giveaway is a very powerful tool to help you build a relationships with your potential clients. It offers them massive value without having to buy anything and transforms the way they perceive your business, making them much more likely to buy from you in the future. Think about how you feel when a supermarket offers free tasters of cheese, chocolate or drinks. Of course, not everyone buys, but the spike in sales of those products is always huge. Before people buy services they go through a process of researching and assessing different options before deciding which one will best solve their problem. On that journey, they may come across your website. They may not be ready to buy but this is an important opportunity for you to convince them you can help. We're all hard wired to want to reciprocate when we receive something. Giving potential clients something they find useful or entertaining (or both) will make them many times more likely to buy from you. This is where your free giveaway comes in.

13 So what could your giveaway be? You could create a free ebook, video series, online coaching programme, offer a free consultation, a free workshop, samples of your products or anything else that showcases your ability to help them solve your prospects' problem and helps to build a relationship of trust. This is the important bit. All your prospective client has to do to get hold of your giveaway is give you their address. We'll focus more on this later. For now, get cracking on creating your free giveaway. It will become the single biggest key to the future success of your business. Once you have your free giveaway, the next step is to set your website up to deliver it. Super easy... Your giveaway is the single biggest key to the future success of your business.

14 Step four Create a squeeze page

15 Create a Squeeze Page A what? Get some opt-ins A squeeze page. Also known as an opt-in or lead generation page. In a nutshell, a page you send visitors to that allows them to do one of two things: they either sign up to receive your giveaway by typing in their address, or they leave the page. This is what you did to get this e-book. I offered a free e-book, you signed up and are reading it now. Hopefully getting great value from it. And we're just getting started...there's much more to come! The best part about this step is you don't even need a website. It's really easy and cost-effective to set up a squeeze page using websites such as Megaphone or Leadpages. You don't need to be a an expert, hire a developer or shell out mega bucks to get a squeeze page created - fast. Once you have it set up, you'll be able to capture your prospective clients' data and start marketing to them to build that all important relationship. We'll spend more time on this later.

16 Back to your squeeze page. If you can use Microsoft word, you can set up a squeeze page quickly and easily. It's that simple. You just add images, a headline and text about your giveaway before connecting the squeeze page to an marketing system. Which brings us on to step five. So that's pretty much all you need to know to set up your squeeze page. Now, let's move on to getting an automated process set up to deal with all the sign ups! If you can use Microsoft Word, you can set up a squeeze page. It s that simple.

17 Step five Set up automated responders

18 Set up an system Auto-responders for success This will become one of the most revolutionary aspects of your new business. is the number one way to reach clients. Your marketing will bring in leads. The most effective way to transform those leads into paying customers is by building a relationship with them - through . Later in the book we'll spend some time on various quick and costeffective ways to generate leads, but for now we need to focus on creating an marketing system which will revolutionise your business forever. An marketing system collects the addresses, delivers the prospect their free giveaway and then stores the s in a database so you can continue to schedule regular marketing communications to them. Automation of this process is the key to all of this. You set up an automated marketing system to do all the selling for you, which frees you up to get on with your day. It works in the background; firstly sending the offer, then following up until the prospects are ready to buy from you.

19 Excellent follow up is one thing that will separate you from your peers who always seem to struggle. If you think you'd need a salesperson working for you to properly follow up on leads, you're wrong. All you need to do is subscribe to an marketing system and this entire process will be taken care of for you. There are many out there, but I recommend Constant Contact or Aweber. Icontact, getresponse, mail chimp are a few other great options, so you can pick one you like. A very comprehensive system which is also a customer relationship manager (CRM) database, ecommerce system and affiliate program is Infusionsoft. It s one many of the top marketers in the world use. They are all easy to set up, and cost as little as $19 ( 11) per month. The equivalent of a full time sales person for $19 per month. It's really simple to integrate your squeeze page with the system, so that when the prospect enters their address and presses submit, they automatically get sent the giveaway by . Alternatively you can set it up so they are redirected to a secret page on your website to receive their giveaway, or both. Next, you create a schedule of follow up s which will be sent to them in a sequence to keep up the momentum and continue to build that all-important trust before they take the leap and buy. Here is an example of what your follow up sequence could look like: Day one: deliver free content instantly by when they sign up Day two: send an thanking them for signing up for the giveaway Day three: send an asking them how they're getting on with it Day four: send more useful free content (a video, blogpost etc) Day five: send an with some client testimonials Day seven: send an with a special offer for new clients Day eight: send an repeating the exclusive special offer

20 Day nine: send another client testimonial Day ten: send an with an even better offer which is valid for a limited time and limited number of clients to encourage action So there you have it. A ten day follow up sequence you could set up in just a couple of hours which will work for you on autopilot for ten days after the prospects have downloaded your giveaway. I'm willing to bet that not many of your competitors will make anywhere near that much effort to wow their clients and follow up so thoroughly. If you make sure the content of each over those ten days adds a little persuasion to convince the prospect that you are the one to solve their problem, they'll find it hard to resist buying your offer at the end of the sequence. An automated system is like having a sales person working for you 24/7.

21 Step six Deliver free content

22 Deliver free content Automatically Once the prospect has signed up and asked for your free giveaway, you need to be able to deliver it. This can be as simple as a PDF attachment to an or it can be more complicated, such as an mp3 audio file or video training sequence which the prospect accesses via a link you send them. You might prefer to host the free giveaway content on your website and send people who sign up a secure login to access it. If this is the route your choose, the prospect signs up and is immediately sent details of where to get the content. You can use a range of different tools that will protect content on your website (so only people who have the relevant login can access it) such as plugins for Wordpress websites or stand alone membership website software like Kajabi, for example. This is actually a lot simpler than it sounds. If you need a hand getting set up, I'd suggest employing a freelancer from a website such as Elance, People per Hour or Fiverr to do this for you at a fraction of the cost that a web developer would charge. Whichever way you go, do make sure you test to make sure it works and that the giveaway is delivered efficiently.

23 Step seven Get traffic

24 Getting Traffic For leads and sales We've come a long way. You now know what you are offering to your potential clients. What free giveaway you'll send them. You've set up your squeeze page. You know how to automate the follow up process. Now you need to get people to the squeeze page. This is called traffic. Your goal is to get as many relevant visitors to the squeeze page as possible. Note the word relevant. This means you need to direct people to your squeeze page who are likely to be a customer of yours. There are hundreds of ways to do this. Many of them are free, and some are not. You should of course try to get free traffic, but if you want a sustainable, scalable business you need to invest in some paid advertising.

25 I think of free traffic as the foam on the top of my latte. It's always there, sometimes there's more and sometimes less of it but it's always sat on the top of my coffee. The coffee is the main event. Creating predictable and reliable marketing streams will become the life blood of your business and will bring you amazing success. You might be scared of paying for advertising, and you may even have wasted money on advertising that hasn't worked in the past. If advertising is done right, you put in $1 and you get more than $1 back. It's like printing money. So, decide to change your mindset about advertising right here, right now. Send paid traffic to your squeeze page, get leads, make sales. Let everyone else worry about where they appear on Google, how many fans they have on Facebook and what views they get on YouTube. Don't leave it to chance. Control the traffic you get. Rant over. Now, how do you do that? If you want a sustainable, scalable business you need to pay to advertise.

26 Step eight Google Adwords

27 Getting Traffic Google AdWords Google's advertising platform, Google Adwords, makes them the majority of their money. You bid on keywords that your prospective clients might be searching for, and these keywords trigger ads to appear on the first page of Google. It's an auction, so if you bid higher on a keyword than your competitors your ad will most likely appear higher than theirs in the search results. When someone clicks on your ad, it will cost you some money. How much varies according to the keyword, how many competitors you have and a number of other factors. This is the fastest way to reach the top of the search engines. Period. You can advertise to people searching for businesses like yours in the area you cover, making it highly targeted and creating relevant traffic. Your ads should send them to your squeeze page. Again, this is all set up then left to run, working for you like a little sales team.

28 The best thing about this form of advertising is that you can track everything and see what is working (and what isn't) at the touch of a button. You can set a daily budget and track which keywords lead to a person signing up, so you can make sure you're spending money on the right keywords and assess how much each lead costs you. Remember: the cost of acquiring a client might seem quite high but, if they keep coming back, the lifetime value of that client will be many times your original ad spend. Top businesses understand this and they use their databases to drive sales year in, year out. Try it out by visiting google.com/adwords and do some test clicks using their vouchers. Google also offers great support to help you get started. Again, it may be worth investing in some help from a freelancer (see step six for the freelance websites) to help you get your ads set up properly. This way you won't waste a penny and you ads will be more likely to generate fantastic traffic. The fastest way to reach the top of the search engines. Period.

29 Step nine Facebook Advertising

30 Getting Traffic Facebook Advertising Facebook isn't just for finding out what your friends are up to. It's a very powerful marketing tool and is helping millions of business owners everywhere get clients and increase turnover. The fact that Facebook holds so much information about its users might seem like Big Brother, but from a marketing perspective this is very exciting. It's exciting because it makes targeting your potential clients very easy. If your ideal customer lives within 10 miles of your location, is female, aged and currently working, you can get your business in front of them them using the power of Facebook's data to create highly targeted marketing. Likewise if your ideal customer is male, aged and has a specific interest. And so on All you need to do is create an ad to promote your free giveaway, make sure it appears in front of your target audience and send them to your squeeze page. Simple.

31 What you pay to advertise with Facebook again varies according to your competition, but I can promise that it's a highly cost-effective, easy-to-manage form of advertising which is just about as targeted as it gets. Facebook makes it a piece of cake to track the effectiveness of your ads and I just can't stress enough how important it is that you do track the activity, test out different ads and measure what works and what doesn't. More on that a little later in the book. To become a master of Facebook advertising in no time at all, I'd recommend this great course (unbelievable price, considering what amazing value you get) from Bryan Moran called FB Ads Academy and Get 10k Fans. While we're on the subject it's well worth mentioning that LinkedIn advertising is also worth checking out. Broadly speaking it's the same concept as Facebook and can generate highly targeted leads for your business. Lewes Howes has developed a fantastic course to get you started; it's called Linkedinfluence. What are you waiting for? Facebook advertising is exciting because it makes targeting the right clients very easy.

32 Step ten Other traffic

33 Getting Traffic Online and Offline Lead Generation Let's not forget that Google and Facebook are just the tip of the iceberg when it comes to generating traffic. Here's some inspiration on how to get more visitors to your squeeze page: Local press release Adverts in local press Local online and offline directories Direct mail Flyers through doors Flyers placed with businesses with a similar audience to yours Local radio appearance Workshops or seminars related to your niche Business card drops in local businesses Joint ventures with other similar businesses Referral programme Local search engine marketing Charity events School newsletters for parents Offer prizes for local charity fundraising events

34 Forum marketing Guest blogging for local websites Blog commenting on local health sites Workshops for local weight loss groups Wedding fairs Solo ads ( s sent from other businesses lists, paid advertising) Banner ads on related sites locally Personal training or fitness association directories Networking at local business meetings and social events Strategic alliances and partnerships (think fitness equipment shops) List buying from reputable data houses The point is that it's vital that you create a range of marketing strategies to direct traffic to your squeeze page. Don't rely on just one or two. It s vital that you create a range of marketing strategies to direct traffic to your squeeze page.

35 Step eleven Test and measure

36 Test and Measure Refine and Improve Once all your systems are in place and they have been working away for a little while, you need to make sure you assess how they are working out for you. How much are you spending and how many leads and new clients are you getting as a result? Most businesses do not know this information. This is absolute madness. Track what is going on. Understand what is working, and what isn't generating any results. It s really easy to do with the squeeze page systems such as Megaphone or Lead pages I mentioned earlier, as they have in-built tracking mechanisms.

37 Once you have this information you can use it to tweak the ad copy, play about with the layout, the squeeze page message, the offer, the sequences and copy, the colour scheme of your page, pricing or anything else you care to try. Make small changes and if possible, have two copies of the same campaign running competing against each other so you can see which version gets the best results. Often it's the small details which really make a difference to the success of an ad. Set time aside each week to see which ad is winning. Stop the loser straight away. Understand what made the winning ad better, and do more of that in future. Try to improve it in some way. Super successful business owners are always trying to better their previous results. Super successful business owners are always trying to better their results.

38 Step twelve Scale it up

39 Scale it up Rinse and repeat Once your system is working well, you've got a great service offer and a giveaway, a super squeeze page and marketing system generating leads and following up on autopilot, it's time to scale it up. When you know you can turn one dollar into more than one dollar, you simply start to do more of it. Buy more ads. Increase your ad budget. Try out more traffic generating systems. Because you know that they will result in clients at the end of it. The goal here is to have reliable and predictable systems in place that result in more paying customers when you need them. And there you have it. A done for you twelve step formula for you to follow and create a lead generation system which will revolutionise your business - not to mention your life - forever. Here's to your success!

40 Appendix Resources

41 Resources Links to the tools to get you started Here is a list of links to the resources mentioned in this e-book. Books Influence: The Psychology of Persuasion Robert Cialdini Squeeze Pages Megaphone App Marketing Infusionsoft Aweber Content Delivery Kajabi Membership Sites Advertising Google AdWords Facebook Advertising Traffic Training Courses FB Academy Get 10k Fans LinkedIn Marketing YouTube Marketing Freelancer Websites People Per Hour Fiverr.com Disclosure: Some of the links we provide to the recommended products or services may earn us a small commission. We only recommend products or services we feel are of a high quality and will help you with the success of your business.

42 Thanks for reading! We hope you ll be able to create massive change in your business by implementing this automated lead generation system. If you d like some help getting this done, we can set it all up for you. To find out more visit generation or call today! SIGN U