Loading...
Menu
Ebooks   ➡  Nonfiction  ➡  Business & Economics  ➡  Sales  ➡  Marketing

101 Lead Generation Ideas that Work - (Low cost marketing ideas that make a diff

 

101 Lead Generation Strategies

That Work

Ultra-Low Cost

Sales and Marketing Strategies

for Small Businesses

By Sharif George

Parvus Magna Press

5 Ambleside Close, Leyton, London, E10 5RU

Email: [email protected]

Website: www.pmpress.uk

 

© 2013 by Sharif George

Sharif George has asserted his right under the copyright, designs and patents act 1988, to be identified as author of this work.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher or the Copyright Licensing Agency.

FIRST EDITION – March 2016

British Library Cataloguing in Publication Data

A catalogue record and a copy of this book are available from the British Library

 

ISBN: 978-1-910372-03-6

 

Parvus Magna Press publishes limited run and niche interest books in the UK. If you would like to see your book in print, please email your manuscript to [email protected]

Contents

Introduction

Section 1 – The Basics

Section 2 – What do you sell?

Section 3 – Networking

Section 4 – Website Strategies

Section 5 – Real Media

Section 6 – Phone Campaigns

Section 7 – Other Ideas

Section 8 – Exhibitions

Section 9 – Google Stuff

Section 10 – Social Media

Section 11 – Email Marketing

Section 12 – PPPPP

[] Introduction

Over the years, I have had the privilege to get involved with hundreds of small businesses and I have met thousands of great entrepreneurs.

The one thing that all of these incredible people have in common is their desire to see their business or their idea grow.

The fact you are browsing this books suggests to me that this what you need too!

After nearly 20 years’ working in the front line of sales and marketing, I thought I would write a follow-up book to my first book The Entrepreneurs Guide to Email Marketing, which is now in its third edition.

The secret of any successful business comes down to a very simple bottom line – the bottom line!

If you don’t have cash in the business, it will fail. I know this. I have run 4 businesses and each has had its own financial challenges and the key to overcoming those challenges was always get more sales. Get more money coming in!

Sales does not always equal cash, but the two are so closely aligned that there is barely a hairs breadth between them.

Therefore, that is what this book is about – how to turn your business into a cash generating sales engine!

Detailed here are 115 low cost and free lead generation ideas that you can use to really accelerate your business.

Section 1 – The Basics

The basics of a sales campaign can be boiled down to three simple pieces of advice.

Firstly, plan your campaign

Secondly, do what you planned

Third, Change the plan!

Your planning stage is important because here you can arrange for all the tools you use to work together to your advantage.

Focus everything on a single clear message – but more about that below.

#
h1<>{color:#000;}. What do you Sell and Who to?

The Sales Engine Works on the principle that consistent and focused attention on sales and marketing brings results.

We know that as we have seen these methods work with thousands of businesses just like yours. These powerful tools are designed to massively increase your lead generation and sales conversions. With these tools, hundreds of business people just like you have changed their businesses ideas into cash generating assets.

One of the real keys behind these tools is getting the right automated systems in place to make sure that you can scale your efforts.

Core to the Sales Engine is the idea that everything, is centred on your technology system, everything is recorded into your CRM (Customer Relationship Management System), every phone call, every email, every PPC campaign click and every bit of web activity. The main thrust of the Sales Engine campaign is TEST and MEASURE and record.

The Sales Engine works because it is focused on Engagement rather than broadcasting. Your focus is going to be on finding out what engages the client and then repeating that engagement process for that client consistently until they buy.

Here is an example. In our LinkedIn PPC section we suggest personally targeting your networking contacts on LinkedIn with a customised 121 campaign. However, what if your client never logs into LinkedIn – then the campaign is wasted.

Simon was trying to get hold of a local clothes shop owner via LinkedIn in order to start a conversation about changing wholesaler.

Simon started with telephone calls and then moved onto emails and then even he even showed her custom LinkedIn ads – she never clicked a link.

Simon met with one of the Sales Engine consultants and we suggested he change his campaign to Facebook – guess what the shop owner called within three days!

If Simon had continued to push LinkedIn and emails at the client he may never have go the business, by measuring the engagement he was having with the client we were able to change our approach to match the leads frame of reference.

The job of the Sales Engine consultant is to help you find the best CRM and automation systems that matches your business and help you set it up and integrate it with your marketing exercises so that you can record your client interactions and automate as much of the marketing as you can.

#
h1<>{color:#000;}. The Four M’s of Marketing

How many “M”s in Marketing? Four! That is right the four M’s of marketing are Market, Message, Media and Measure!

M = Market – Who is your ideal client or networking contact? Your ideal client may be different from the ideal person you network with, especially if what you sell is a low priced item or service.

If you are a Mortgage broker then spend your time networking finding people who can introduce you to potential clients, rather than just getting potential clients from within the network.

Who are the potential introducers to your business?

We were helping a local electrician with their marketing and one of their services was to replace fuse boards, landlords often had to replace the units to comply with safety legislation.

So our Question was: How do we get to landlords?

Through Estate Agents – but they are notoriously hard to deal with. These are busy sales people and they are not interested in maintenance and repair and artisans/tradespeople. So how do we draw them into our lair and get them to refer us to landlord?

Well once we knew whom we needed to speak to, the next stage was simple – what do Estate Agents want to hear?

With the right systems in place you can segment your messages and effort to ensure that the right person gets the right message.

M = Message – Who you speak to is important will define how you speak to them. Our Estate agents certainly don’t really care if you are a plumber or electrician who is local. Mostly they won’t even give you time of day, so you have to find a way of gaining their attention.

We harnessed the message with a methodology that we repeated until we got the response we needed.

Our message was “save time with us” we wrapped in a message that “we would take care of everything“ and “leave you, the agent, free to sell”. The agents by spending less time on maintenance would have more time to sell. This simple message led to “make more money”. We coupled this with a commission structure which meant that they agent was able to make a little bit from each referral.

We kept the message simple “we are electricians who specialise in fuse boards, we can save you time by dealing with the whole job direct with the landlord, and we give you a commission if you refer us”

Of course, we turned the message around when we presented it to the Estate Agent. “When you need a new fuse board fitted with the minimal hassle and delay, call Tom” – followed by the offer of commission.

M = Method – Whether you use leaflets or postcards, emails or telephone calls, brochure or website this is the “how” of our equation.

With our Electrician, he walked into the estate agents at least once a month and asked for the business. Leaving behind a postcard that promised a healthy commission on the first referral and a promise that the agent would not have to get deeply involved.

“Don’t worry, leave it all to me”

The method was to produce the maximum possible impact with the Agents. Agents often are very personable, friendly and people focused – they have to be or they could not sell property.

Therefore, to try to attract agents via email and a website was never going to be as effective as turning up. Our method allowed the electrician (the salesman) to get to know the agents and through that relationship – build rapport into business.

So find the method that works best for your Market and allows you to deliver your message effectively.

If your market is best connected with in person, then find a message that can be communicated in person and affirmed easily via other methods.

Market should drive message should drive method. But they all serve the fourth M

M = Measure – With the system in place we set about measuring the response we got from the estate agents. Knowing our market meant we knew we had to make referring as easy as possible. The first thing we did was set up a dedicated telephone number for the campaign that had campaign diagnostics built into it. Every time someone called on that number, we knew the call had come through the Estate Agents Campaign.

Secondly, we had a microsite set up so that we could measure interest. This was also integrated to the CRM (Customer Relationship Management) system so that if a click came through from an outbound email – we knew who had visited and we made sure we “popped in” a few days later to say hi.

Thirdly, we made sure we recorded every visit in the system and the result of the “meeting” recorded too.

[_ We found to our delight that about 25% of the estate agents we visited a third time, responded with positive signals and by the time we got the fifth visit – they were referring clients to us regularly. _]

The cost of installing a new fuse board is about £800 – £1,500 and is one of the most profitable things this firm does, but they didn’t just get fuse boards, they proved themselves reliable and so got a lot of other jobs too. Soon the agents were asking them to do minor repairs and major rewiring jobs as well.

During the campaign, the measure element was vital to know how we were doing and what sort of conversions we could expect. By understanding the dynamics of the method, we were able to predict the results when we moved the methodology onto a new area.

Lifetime value of the client. I was working with a Hotel recently trying to increase their income from locals in their restaurant and bar. One of the greatest difficulties was explaining this thing called “lifetime value of the client”.

How much you spend on client acquisition has to be directly related, in some way to this figure.

For example:- Our electrician was willing to spend up to £400 to acquire a new client because they had worked out (with our help) that the average lifetime value of the client would be something in the region of £50 - £100k.

Part of the job of the measurement part of marketing is to track that figure and track the effectiveness of the marketing – are we making money.

#
h1<>{color:#000;}. The Secret of Sales – What do you see

So having dealt with the basics of the four “m”s of marketing, perhaps we should have a look at the secret of sales. The secret ingredient that makes the difference between a good and an excellent sales campaign.

The Sales process is really not complex, it is just like the funnel shown below, you try and engage people and make them aware of your product or service and then convince them to buy from you.

You will meet people, either online or offline and then feed those who would buy from you into the top of a funnel.

You then cultivate the relationships with these people by using a number of tools, including telemarketing, email marketing, newsletters and advertising to nurture them into a position where they ask for a quote.

The process relies heavily on numbers, more people in the top always means more people out the bottom.

To a certain degree this is in fact the full complexity of the sales process any salesman can be successful if they can get the numbers up.

It’s simply this – if you ask enough people to buy from you – someone will.

Part of my job in this book is about making that process more efficient and increasing the net result. We will do that by introducing an element into the marketing mix that is often missed out – YOU!

You may have heard this before – but people buy people. People buy from people they know, like and trust.

However, people refer to people they know, like, trust and support or advocate. This is very important for your networking. You are aiming at producing advocates, not just customers – raging fans – not just clients.

Networking

Over the years I have built a network of fans, people who will refer business to me regardless of whether they actually buy from me or not.

Some people know us really well, they like us enough and they trust us. These are our inner circle; often the trust is mutual and often based on experience (though not always so).

These people will buy from us if they have the need to.

Then there are those who have not quite made that leap of trust yet. They know us and like us but, as yet, have no basis to trust us. They may buy if there is sufficient pain and we are the ones holding the pill but they will not necessarily buy through choice.

Then there are those who know us, have not yet formed enough of an opinion one way or another about liking us and quite probably have no view on liking or trusting. Once again, pain may cause this person to come to you but it is less likely.

The Sales Engine is designed to help you draw people through the first two rings as quickly as you can so that they sit in the central Trust ring. Once there, your prospect is more likely to buy from you. Actually more likely to come to you first.

Over the years I have found the easiest sales are those where I have been approached by the prospect to resolve a problem or issue for them.

Where all the relationship work has already been worked out and where we are already working inside that centre circle.

A lot of your work over the next few months will be about building up these kinds of relationships with your network so that you can increase the “walk-in” sales. In retail, it is known that more customers walk in through an open door, than through a closed one. Your job in networking is to open the door!

With the Sales Engine – everything in this process is to draw people into your inner circle. Everything must be tested, measured, recorded and then, if it works, repeated.

#
h1<>{color:#000;}. The Sales Plan

Your Sales plan is your map; it helps you stay focused and serves as the focal point of all your activity. The Plan is not a finished document, it never will be and with the marketplace changing like it does almost daily, you will need to adjust and rework your sales plan accordingly.

#
p<>{color:#000;}. Attraction – is getting your product into the radar of your prospects. Remember the more prospects you feed into your sales funnel, the more sales are likely to come out of the other end.

Unlike the tradition thought that more is better, we like to focus on getting more of the right type of prospects.

If you sell baby car seats you are not going to get many takers in the 50+ age bracket so why bombard them with emails.

Many people shy away from spending money on prospecting, don’t! This is the cheapest part of your marketing plan if done right and although you will not convert 100% of prospects, if you get the mix right, you can get a very high conversion rate.

#
p<>{color:#000;}. Development – The development phase is all about establishing a rapport with your prospects in a way that draws them in towards the centre of your circles.

The development phase is usually the longest part of the process. Using whatever tools you have at your disposal to keep in touch with the prospects.

Part of the process should try and gain useful intelligence about your prospects needs. The more information you gain at this stage the easier it will become to convert prospects to clients.

#
p<>{color:#000;}. Close – This happens when your offer can’t be resisted, your prospect needs what you’re offering or even better desires it – they are on the hook and it is all about the close.

Well perhaps I should have said 4?

#
p<>{color:#000;}. How are we going to get them to buy again? The biggest marketplace for your services and products is that group of people you have already sold to. They have spent money with you already; and if all went well, they are right in the centre of the trust ring.

It’s my opinion that consultancies do not do enough work in the area of getting their existing customer base to buy again. They leave thousands of sales just sitting there for want of a follow-up call.

Some analysts say that to sell to a new client costs more than 8 times as much as selling to an existing client – why wouldn’t you want to sell more to your customers.

OK 5 things

#
p<>{color:#000;}. Is there a way that you can turn them into income? Is there a subscription model here, is there a way getting them to buy from you repeatedly?

Microsoft did this with their Microsoft Office program, they turned the capital income which they would usually receive once every 3 to 5 years to a subscription base where they will get paid more money every year!

6 things then…

#
p<>{color:#000;}. Actually, we want them to become fans. We want our contacts to become raving fans and refer us repeatedly – we want to turn our clients into a massive network of advocates.

With The Sales Engine, we are happier with fewer well-targeted prospects than masses of untargeted ones – but if we can get masses of targeted ones then we won’t complain!

Your Sales Plan will reflect three important differences with traditional sales and marketing plan.

Firstly, it will be sales orientated, not lead orientated – we are not looking for leads we are looking for sales. We will start there and work our way backwards.

The road to profitability is paved with credibility. Credibility is something you earn by how you market, where you market, how you treat people, how you act, and your overall level of professionalism. Away from the business arena, the term is street cred, and it’s the road to respect.”

Jay Conrad Levinson

Secondly, it will be about focused conversations not broadcasting. We are not interested in yelling at prospects, we are interested in inviting them to an intimate conversation which they want to have.

An example of this was a campaign we ran in Cloudberry a few years back. We knew that a certain subset of our clients were avid skiers. I was talking to a travel agent one day and asked him if he had any outrageous deals on skiing holidays he wanted to sell – he did.

We sent an email out to a group of eight prospects offering them a massive discount on a skiing holiday – we made sure they had each other’s email address as well. They arranged to all go on this ski trip. I don’t ski, so I didn’t go with them – but …

About 5 months after this email and half of them have either become clients or referred new clients to me.

By understanding what these contacts wanted to hear – I converted them to sales.

[_ Oh and by the way with that email, I got 100% read rate and 100% response rate too! _]

Thirdly, we are not looking to spend a lot of money! Jay Conrad Levinson is a hero of mine, I love the guerrilla marketing books and highly recommend getting the original book – though it is dated, it has many foundational ideas that we use in the Sales Engine.

Your sales plan needs to include the following sections.

#
p<>{color:#000;}. How are you going to attract people to talk to you?

#
p<>{color:#000;}. How are you going to keep their attention?

#
p<>{color:#000;}. How are you going to convert them into a sale?

#
p<>{color:#000;}. How are you going to convert them into more sales?

#
p<>{color:#000;}. How are you going to convert them into income?

#
h1<>{color:#000;}. Be a Guerrilla

To fight the big players in your market sector is going to take a lot more capital than you have to spend. You need to use a method that makes maximum use of your limited resources but gives you the widest possible exposure to the exact people who need your products.

Much of what you read here is about niching your activities.

We know that the best prospect list is the one where 100% of the prospects buy your product so that none of your effort is wasted.

Do not fight hard for large marketplaces but find a niche and corner it, smaller market places are easier to cater for than larger. Big Fish little pond!

you don’t need many. You need only one good one.”

Jay Conrad Levinson

Does your product have mass appeal – still market in niches? If you get a large take up in a small niche, it will spread. Also by concentrating on niche marketing messages you are appealing more directly to your buyer’s needs.

Even with a broad or mass appeal product using a niche marketing strategy can pay off quickly. If you market your mass-market product at property lawyers in London, you will find that you are able to write a message that is just aimed at one customer type.

#
h1<>{color:#000;}. Be Specific

Another big mistake is trying to market everything you can do. Wicks have all the tools and materials you need to build a house – but they are not known for building houses, they are known as a building material and tools supplier.

Each marketing campaign should be aimed at a single product or service – not all of them – just one. If you are a coach and you do executive coaching, make a product of your services (see below) and then sell that one product on a niche marketing campaign.

You will get business in the other areas if you want it but you water down the effect of your marketing if you water down your message.

I recently sat in a networking meeting with a Lawyer who in his 60 seconds started to tell us all the different things that he could do. You know the stuff, Commercial, Litigation, employment, property etc.

Not only did he go over his 60 seconds (and the next persons) he did not get any referrals.

However, straight after this meeting, I had a lunch networking group and the lawyer there asked if we knew anyone who needed a new employment contract drawn up.

He got 3 referrals.

Be Specific, I have heard so many examples of people who have asked for specific referrals and got them!

Actually, the main reason for specific is it will speak directly to your potential client’s needs – they do not have to think about it. The electrician we spoke about earlier, he only advertised Fuse Board!

if you can talk to them about themselves, you’ll have their full attention.”

Jay Conrad Levinson

#
h1<>{color:#000;}. Start

That’s it – start!!

A journey of a thousand miles starts with just one step.

Chinese Proverb

The journey of sales and marketing success starts with just 1 step.

What that single step is, is down to you.

Section 2 – What do you sell?

One of the major tasks of marketing and sales strategy is figuring out what it is that you actually sell and why it is your clients buy from you.

Mr Charles Revson, co-founder of Revlon (t) knew what it was he sold when he said,

In our factory we make cosmetics. In the store we sell hope”.

What do you sell and why do people buy from you? When you understand this, you understand the motivation behind why people buy your product then you will easily be able to identify customers and offer them exactly what they are looking for.

If you don’t know, ask!

If you already have people that are buying your product and you are not sure why, why not ask them?

Call the client and ask them these three questions, record the answers and you will be surprised at the results.

***

Visit: http://www.Shakespir.com/books/view/719237 to purchase this book to continue reading. Show the author you appreciate their work!


101 Lead Generation Ideas that Work - (Low cost marketing ideas that make a diff

Over the years, I have had the privilege to get involved with hundreds of small businesses and I have met thousands of great entrepreneurs. The one thing that all of these incredible people have in common is their desire to see their business or their idea grow. The fact you are browsing this books suggests to me that this what you need too! After nearly 20 years’ working in the front line of sales and marketing, I thought I would write a follow-up book to my first book The Entrepreneurs Guide to Email Marketing, which is now in its third edition. The secret of any successful business comes down to a very simple bottom line – the bottom line! If you don’t have cash in the business, it will fail. I know this. I have run 4 businesses and each has had its own financial challenges and the key to overcoming those challenges was always get more sales. Get more money coming in! Sales does not always equal cash, but the two are so closely aligned that there is barely a hairs breadth between them. Therefore, that is what this book is about – how to turn your business into a cash generating sales engine! Detailed here are 115 low cost and free lead generation ideas that you can use to really accelerate your business.

  • ISBN: 9781910372876
  • Author: Sharif George
  • Published: 2017-04-18 21:20:19
  • Words: 24664
101 Lead Generation Ideas that Work - (Low cost marketing ideas that make a diff 101 Lead Generation Ideas that Work - (Low cost marketing ideas that make a diff