First up, let’s backtrack and look at marketing… Once you fully understand the customers’ journey, creating free leads for your business becomes much easier.
What Is Marketing?
Marketing is such a broad subject, and many fail to understand the actual value of mastering each marketing component. The following shares the simplest, most jargon-free, definition of marketing you’re ever likely to come across:
Let’s say the circus is coming to town and you paint a sign saying ‘Circus Coming to the Showground Saturday’, this is advertising.
If you decide to put the sign on the back of an elephant and walk it into town, that’s promotion.
If the elephant walks through the local mayor’s flower beds and the local newspaper writes a story about it, that’s publicity.
And if you get the mayor to laugh about it, that’s public relations.
If the town’s residents go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions, and ultimately spend a lot at the circus. That’s sales.
And if you planned the whole thing, that’s MARKETING!
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To generate a constant flow and free leads, it’s essential to know where you should spend your time.
The above example shows how you must prepare each part of your marketing, and our aim in this article is to help you look at ways to produce a steady flow of free leads for your business, no matter what industry you operate in.
Lead Generating Guides:
A lead generating guide is a way you can show your potential customers how you can help solve challenges they face, just like this guide you’re reading right now.
What can you offer that will help your potentials?
- Can you offer a free recipe?
- Can you suggest a diet plan?
- Can you offer a workout routine?
- Can you show how they can save money?
The free guide’s primary purpose is to show your potential customer that you can help them and a place for you to capture the contact details of someone interested in the services you provide.
You can choose to capture their name and email address or a little more detail, such as:
- Contact Number
- Business Turnover/Salary
- Number of employees
- Current products being used
Depending on how much potential the guide gives will dictate the amount of information someone is willing to provide you with.
Answer questions and connect with people:
Quora is a place to gain and share knowledge. It’s a platform to ask questions and connect with people who contribute unique insights and quality answers.
This offers an incredible lead source for any business.
As of 2019, Quora has 300 million monthly active users. The site has a 43/57 female-to-male ratio, and adult users spend 2x more time on Quora than LinkedIn.
Pretty much most challenges your potential customers face are being discussed on Quora and social media, which gives you a very active and heavily targeted audience. By simply joining in on the conversation, you can generate a constant flow of website traffic and new leads.
One particular strategy that works well on Quora is to find a topic being discussed and create a blog post that outlines help and support on the topic, then go and connect with the topic’s author on Quora and invite them to read your latest post.
Using Your Blog For Leads:
As of Jan 2020, Optinmonster suggest that approximately 409 million people view more than 20 billion pages each month. About 70 million posts are being published each month by WordPress users, and websites with a blog are shown to have 434% more indexed pages.
Companies who blog get 97% more links to their websites.
Unfortunately, many don’t understand how to create leads from their blog; they put in the handwork of researching the topic and writing about it, then hope someone will find it. Podcasts are also a good place for lead generation.
Using the above strategy of finding relevant blogging topics (tip 2), you know you already have an audience interested in what you will write. But to create a lead from this audience, you need to have some features in place within the blog post.
Firstly, create a pop-up activated when either a certain percentage of the blog has been read, or you could have the pop-up activated after a delay of approx 15 seconds or even when they’re about to exit the page.
The pop up should be relating to the topic, so for example;
Suppose the blog post is about ‘5 ways to get more vegetables in your diet’ the pop up should complement the topic, so a good example would be a pop up which says ‘, Take this short survey to find out how much vegetables you’re currently getting your diet.’
You can set up a survey using free tools like ‘Typeform’ or ‘Surveymonkey’; this allows you to capture their contact details.
Anyone who takes the survey has a genuine interest in your services.
Let Your Audience Come To You:
According to FoundationInc, the truth about LinkedIn in 2020 suggests it’s a B2B gold mine.
It’s where most Fortune 500 decision-makers and executives spend their spare time, and unlike other social platforms like Facebook, they’re not looking for Buzzfeed quizzes, wedding photos, and memes.
More often than not, they’re scrolling looking for valuable content to read; they’re looking for content that can change the way they do business.
This offers a rich environment of potential business opportunities for any business in any sector.
Start by connecting with your target audience, the more precise you are about this, the better the results will be.
Then start posting content to your feed, ensure the content speaks directly to your target audience. This could be how you solve their problems; it could be snippets of your blog or even videos you make explaining how you help your target audience.
The important thing to do is remain consistent, show up every day and be consistent with your posting.
Staying on the LinkedIn theme, this guide’s final tip is a simple introduction to the right contact. To be extra effective, you must be connected with your current clients, past and present.
Let’s say you have just completed a piece of work for a client, go and look at your client’s connections on LinkedIn and find the ones who you would like to work with and whom you can help with something similar to the work you have just carried out for your client.
Now ask your client for an introduction to their contact. You could say something like,
‘Hey Mr/Mrs client, you know the work we have just completed for you, well I see you’re connected with Mr/Mrs X, and I would love to discuss something similar with them, can you please introduce me to them?’
Put these five tips to use and watch how fast your pipeline starts to fill up.
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