So, let’s start with Lead Generation. Obviously this is the first step and the first place where you’ll interact with your customers on many mediums. What you use for your lead generation is up to you, but you’ll need to focus on VALUE and how someone will absorb that content, and then, what you want them to do.
GOOD examples of lead magnets are:
- Video Series
- Free Trials
- Free Samples
- Free Audit and Consults
Make sure your lead magnet is appropriate for your target audience. For example, you wouldn’t want to just create a PDF when you’re audience is 18 – 24 year olds. That wouldn’t work because that isn’t how they want to view things. They want video!
Once someone opts-in to receive your content, the work has just begun. Getting leads is easy. Keeping their attention and converting them into customers is the hard part. You don’t have time to respond to each and every lead that comes in, so you need a system to do it for you. This is where marketing automation comes in. Using a CRM (Customer Relationship Management) system allows you to build amazing funnels and processes to give your leads a true custom experience. Remember, stop thinking everyone is the same. Your marketing needs to be catered to THEM as much as possible.
Let’s look at how to do that……
Say someone comes to your website, or sees your Facebook Ad. They opt-in to get your FREE 3-PART VIDEO SERIES which is great and will give them 1 video per day, for 3 days.
So, they are now a “prospect.”
Once they opt-in, you should really be taking them through an email confirmation sequence which will have them confirm their email. In CRM systems, a “Confirmed” email comes from a different server with a better sender reputation. Therefore, confirmed emails get delivered more and have a better reputation. Plus, it can help you weed out SPAM submissions and people who only want free stuff and have no intention of buying. Yes, this adds another step, but it’s a good idea to implement it to get stronger leads.
Once they sign up and confirm their email address, they enter the sequence to get the video series. Don’t just send them 1 video a day and think that is enough. TRACK IT!
Did they open the email?
Did they click to view the video?
Remember, it’s up to you to make sure you deliver, so if you have to send another “hey, did you see this video?” email that’s okay! It’s all automated anyway so it’s no more work on your end.
Once they finish with your free lead magnet, you want to continue giving them value. In the video example, we talk about you offering three products – Product A, Product B, and Product C. In this case, they signed up for something relating to Product A, so that is what you’ll start talking more about in the “Segment Me” stages. We recommend having at least 7 additional emails and communication points in this sequence. By tracking their opens, the time they open, the links they click on, etc. you can really compile a good amount of data on someone that will help deliver an unmatched experience!
As that list grows, many won’t buy immediately. They need more. This is what you’ll continue email and marketing automation and even add them to social media retargeting lists, like Facebook Audiences. Once they have left your website then you can add them to a “retargeting list” which will then show them ads and additional touch points to follow up and get them back. Remember though, it’s all about VALUE!
Are you making their lives better and solving their problems?
If you are, then and only then, can you make an offer for them to buy your product. This is where they start more in the Sales Pipeline process.