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
Ramon RaySmall Business Evangelist, InfusionsoftTechnology Evangelist, Smallbiztechnology.com@Ramonray
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
Entrepreneur (own 2 businesses)Graduate FBI Citizens AcademySpoke with President Obama in first Google HangoutPlay piano
Ramon RaySmall Business Evangelist, InfusionsoftTechnology Evangelist, Smallbiztechnology.com@Ramonray
No New Customers. Attract & Capture Leads
Why leads, not sales, is the new way to power your business
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.
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
