Lead Generation Kung-Fu 第一部分

Transcription

1 Robert Dixon

2 Lead Generation Kung-Fu Part I Kung-Fu is translated as meaning "merit, master, application or skill," so thinking about all the things that you've mastered in life you can now consider them your kung-fu. Lead Generation is one of the most valuable skills you can have in terms of digital marketing. You have to gure out what techniques work the best for you and how to use them together. How do I drive customers through my funnels? The most important thing about Lead Generation is understanding and knowing the leads you want to generate and being able to understand the end game with these leads so that one day they become repeat customers loyal to your brand. Know the audience, understand the brand, execute the plan, repeat, repeat, repeat. It should be no surprise that research is at the core of almost anything you want to be good at. You can research the audience, product, company, or service. Once you have, you'll be able to take that qualitative and quantitative data you gather and turn it into a plan that helps to elevate your brand in a positive manner. So how do we get to know our potential or current customers, understand what they want, when they want it, and why they want what it is we sell? I am a rm believer in synergistic principles, the art of allowing things to work together to make a uni ed whole. The internet provides a plethora of tools from surveys to keyword trend platforms like Google trends to help you gure out what, when, and where people are in terms of products services and the like. Adele Rivera, CEO of The Buyer Persona Institute has written a wonderful book on developing buyer personas that can educate companies on who, why, and how people end up buying there products or services. Valuable Content Marketing Content is so very important when it comes to lead generation. It's the holy grail of your brand. The content is the lure that draws people in closer to the products you and or services you sell. Content Marketing is tasked with galvanizing your target market around your brand. The successful application of this will de nitely generate leads, especially if your content adds value to your potential leads life. For example, if your selling plumping equipment it would be an excellent idea to have the potential customer ll out a lead form for access to a video or ebook on the best ways to take care of those pipes or how to install them or even the most common issues with plumbing pipes.

3 Lead pages, like the example below, should replicate your brand but be focused on capturing leads for your sales funnel. Lead Page + Valuable Content = Valuable Lead An elegant smart CMS, Shopping Cart or LMS An elegant smart content management system or CMS makes it easier for you to update, integrate, and distribute your content to the masses. There are several CMS systems out there that you can build your site with, WordPress, Joomla, Drupal, just to name a few. The system you use really depends on what your goals are, whose building it and whose going to manage the site after it's launched. WorPress is my go-to system for all of my clients because it's cost-ef cient, has a huge support community, and teaching them how to manage and update the site is a cinch. WordPress is so powerful in fact that it gives you the power not only to integrate lead generation & SEO tools but its extendable beyond your imagination within for reasonable cost of management and development. Common Sense Social Media Existence It cannot be or should not be understated that not every social media outlet is conducive to building your brand. What good is a platform that drives almost no traf c to your site or one that you can barely manage for lack of relevant content for the network? For sure you should have a social media presence and you don't need an MBA to know that. Yet you should know that it is very important to understand your goals behind those networks and why people use them speci cally so that you can better present your brand on each one.

4 Facebook is, of course, the largest but even misusing this juggernaut of a social network can harm your brand. If your company sells fashion products that are better experienced visually, then you wouldn't want a Redditt account before you had an Instagram account. Twitter is a powerful force to be reckoned with and I have found that a lot of companies will respond to messages on Twitter way faster than . Social media is a major tool when it comes to lead generation as it perfects your customer relationship management which allows you to nurture your leads as you build your brand. So understand your business, your customers and the users of each social media site before starting a page. CRM It's not enough to just collect the leads, you have to nurture them constantly. Never underestimate the power of a good CRM. Once you have collected the leads you need to store them in a manner that allows your sales team to monitor and manage those leads. A good CRM like Sugar CRM or Sales Force give you the power to manage leads, assign leads, score leads and keep track and follow up on sales so that you can reach projected goals by reaching out to customers that may be approaching buying cycles.

5 Outbound Marketing and Solid The marketing campaign is still a very viable tool to have in your arsenal especially if the s are organic and the delivery is professional. The most important thing you should know about marketing is that you have to follow the CAN-Spam rules because worse than ruining your brand with a badly designed and ill-informed is one that you get sued for sending. An organic list can be looked at as you, your brand, being invited into someones home to demonstrate your brands' advantages. My platform of choice is PHPList because it gives me more control over my campaigns although to be really effective it needs a bit of help from other platforms that will allow you to run jobs automatically and send out massive s at once. If you don't have a lot of development time MailChimp is one of my favorites but Constant Contact or AWeber are good too. Integrating your platforms and your lead generation application is the icing on the cake. Most CRMs will let you reach out via within the system but being able to take the lead list integrate with your platform and shoot automated s on a regular basis lets your leads know what your up to and that your always available to do business. In summation, lead generation is a kung-fu that you have to develop over time. It's a muscle you have to build and build until you've achieved the goals you've set out to achieve. Robert Dixon Digital Marketing Consultant lee@leedixon.com "I want to be so good at trying that my failures look like successes." ~ Anthony Lennon King