No New Customers. Capture Leads Instead!

transcript

No New Customers. Capture Leads.

Why leads, not sales, is the new way to power your business

Ramon RaySmall Business Evangelist, InfusionsoftTechnology Evangelist, Smallbiztechnology.com@Ramonray

Author, “Facebook Guide to Small Business Marketing”SpeakerEvent ProducerJournalist

Entrepreneur (own 2 businesses)Graduate FBI Citizens AcademySpoke with President Obama in first Google HangoutPlay piano

No New Customers. Attract & Capture Leads

People do business with other people.

Always Strive to Increase “Know, Like, Trust”

“Ramon , I’ve stopped selling dog food. I find out who likes dogs or has dogs. “

Alex Zhardanovsky, CEO of Petflow

It costs lets to sell a customer than to find out what who they are

or what they like. You can sell to them later!

360 Marketing Success

Lifecycle Marketing

Why Focus On Leads?

• Constant Flow of Prospects• Educate and market to

prospects constantly• Constant Flow of New

Customers• Solidification of Brand

Best Practices in Capturing Leads and Rocking CRM

Attraction Concepts

• Prospects aren’t looking for your company• Discover you by accident or through

your attraction strategy• Narrow focus• Engage and follow up

Target

Target concepts

• Big dreams, rule the world , sell to everyone!• Selling to everyone is inefficient and expensive• Narrowly define target customer• Meet them where they are

Successful companies start targeting narrow…

If You Sell to Everyone, You Sell to NO ONE

Know who your target market IS and Who it is NOT

Benefits of clarity in target customer

• More focused marketing messages• Find the right type of customer• Design products and services to meet the right

customer• Increased customer satisfaction and referrals

Your Target Customer

Demographics: Who they are• Gender • Age• Income • Geography• Education• Ethnicity• Employment level• Size (B2B)

Psychographics: Why the buy• Values• Motivations• Attitudes• Beliefs

Your copy will reflect your target attraction!

Attract Interest

Your Attract Strategy

• Your attract strategy is a function of your time, budget, audience and offering.

• Where do your customers hang out?• How will you get noticed?

Get Noticed!

• Content marketing• Social media• Face to face / WOM• Events• Advertising• Partners and

affiliates

(Social) Content Marketing is:

• Creating and sharing valuable content that attracts, educates & engages people.

• Telling stories that connect the audience to you and your brand.

(Social) Content Marketing Goals

• Educate• Inspire• Entertain• Persuade• Create conversation• Establish authority /

build personal brand• Lead generation

Content Topics Ideas

• Cornerstone content (FAQ about your product)

• How-to instructional videos• Concepts or ideas• Opinions or perspectives on current events• Research and analysis• Tips and tricks• Recommendations• Insider information

Showcase Your Customers

Examples of Content Types

• Blog posts• Videos• Images / pictures• Reports• Infographics• Emails• Coupons / offers• Games and Contests

Social Media Marketing Goals

• Listen & learn• Engage• Build community

Participation Leads to Behavior

Social Media Topic Ideas

• Quick response to inquiries, complaints or compliments.

• Current events• Customer success stories• Pictures and quotes• Contests

Social Media Success is F R E A

•Frequent•Relevant•Engaging•Analytics

Examples of Other Attract Tactics

• Pay per click• Advertisements• Review sites• Direct mail• Directories• Events• Professional organizations• Networking

Collect Leads

Lead collection insight

• Give prospects a LEAD MAGNET so they won’t forget you• Give to get• Incentivize them to give their

information to get your education (or offer)

Provide Value to Get Value

• Webinars• Podcasts• E-books• Training• Discounts• Coupons• Contests

After attracting the audience, make the sale or get contact information.

Get Contact Information

Tag (categorize) your leads as you capture them

“We have identified three questions that allow us to DIVIDE our leads. This allows us to spend our time only on the most qualified and interested ones.”-Heather LemereSalon Success Strategies

Be Efficient

Lead capture tactics

• Pop-up subscription forms• Forms• Contests , digital fishbowls (or real ones)• Kiosks or tablets at events• Contact information at point of sale

Twitter Lead Generation Card

Facebook Customer Tabs

Once a lead is captured, your marketing campaigns can educate them to a sale!

360 Marketing Success

Lifecycle Marketing

Want information about Lifecycle Marketing? Give Ramon your business card with “LCM” on it.