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How to Build a World-Class Internet Lead Generation Program

 

How to build a world-class Internet lead generation program

 

Learn step-by-step how to build an Internet lead generation program that provides you with a steady supply of fresh leads and new customers!

 

By Peter Geisheker

www.geisheker.com

[email protected]

 

 

Copyright © 2017 by Peter Geisheker. All rights reserved. No part of this publication may be reproduced in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of Peter Geisheker, except in the case of brief quotations embodied in reviews and certain other non-commercial uses permitted by copyright law.

 

Table of Contents

About the author, Peter Geisheker 3

What is an Internet Lead Generation System 4

The 3 stages of the Internet Sales Funnel 10

The Lead Generation System 12

B2B Inbound Content Marketing: Why the 2 biggest excuses for not doing it are completely false 16

The financial reward for testing hundreds of different Internet ads 19

Lead Program Checklist 1: Website Setup 21

Checklist 2: Social Media Account Setup 23

Checklist 3: Facebook Advertising 26

Checklist 4: Google AdWords Setup 30

Checklist 5: Email marketing setup 32

Checklist 6: Landing Page Setup 34

Additional Internet Marketing Resources 36

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[] About the author, Peter Geisheker

 

 

I am the CEO of The Geisheker Group Marketing Firm (www.geisheker.com). I have been performing Internet marketing since 1997 and I specialize in creating Internet lead generation programs for B2B companies.

 

I have been quoted in Inc. Magazine, Entrepreneur Magazine, FORTUNE Small Business Magazine, Money Magazine, The New York Times, The Washington Post, The Chicago Daily Herald, InfoWorld Magazine, CIO, QSR Magazine, NBC News, MSNBC.com, Nation’s Restaurant News, Yahoo Finance, CNNMoney, and Search Engine Watch.

 

How to contact me

Email is always the best way to reach me. [email protected].

 

Connect with me on Social Media

Connect with me on LinkedIn at: https://www.linkedin.com/in/geisheker

NOTE: For Linkedin use the email address [email protected] to connect with me.

Connect with me on Twitter at: https://twitter.com/geisheker

Connect with me on Facebook at: https://www.facebook.com/geisheker

[] What is an Internet Lead Generation System

 

If you want to be successful in today’s hyper-competitive global marketplace, it is essential that you build an inbound content marketing lead generation program to attract and nurture a large audience of people in your niche market so over time you can convert them into leads and customers.

 

What is an inbound content marketing lead generation program?

 

An inbound content marketing lead generation program is a system for creating free content that is valuable to the people in your niche market and then promoting that free content using paid Internet advertising. This is how you attract people in your niche market to go to your website and enter your sales funnel. Think of the free content you create as a magnet to attract people in your niche market to click on your ads and go to your website.

 

The free content you create and promote to your niche market may include blog posts, ebooks, white papers, reports, podcasts, videos, webinars, infographics, etc. Then, you advertise on Facebook, LinkedIn, Twitter, and Google AdWords to promote your valuable free content to your niche market so people click on your ads to go to your website to access your free content and enter your sales funnel. This is known as inbound content marketing.

 

Where most businesses see the biggest bang for their advertising buck is by promoting their free content on Facebook and Google AdWords because those two companies offer the largest and most highly targeted advertising platforms in the world. No matter what a person’s interest (B2C or B2B) you can find them and advertise to them on Google AdWords and Facebook.

 

 

The biggest secret for being successful with “Social Media Marketing” lead generation

 

When you go to a website to read a blog post, and that blog post has thousands of shares on Facebook, Twitter, and LinkedIn, it is almost always because that company paid to promote that blog post. That is the big secret for how companies achieve success in social media marketing and inbound content marketing for lead generation. They pay to promote their blog posts (and their other free content) to get thousands of people in their niche market to go to their website and enter their sales funnel.

 

We tend to assume that when we see a blog post that has thousands of shares, that those shares are natural and the company got them for free because the brand is popular or they are geniuses at social media marketing. The reality is that most of those shares were generated from paid promotion on Facebook, Twitter, and LinkedIn, as well as paying for blog promotion on Google AdWords and on blog promotion networks called, “Content Syndication Networks” that place your blog post advertisement on popular websites that are visited by millions of people.

 

Now you know why your blog posts only get a couple of social shares instead of thousands of shares. It’s because you didn’t use advertising to promote your blog posts.

 

Ahhh… excuse me but I thought this ebook was about building an online lead generation program. Why are you talking about promoting free content and social media marketing?”

 

The reason I am talking about promoting free content and social media marketing is because it is the foundation for building an inbound content marketing lead generation program. It is how you create an advertising magnet to get thousands of people in your niche market to click on your ads and go to your website to access your free content and learn about your business. It’s also how you get people in your niche market to enter your sales funnel so you can nurture them and over time convert them into long-term customers.

 

 

Why not just place regular sales-based ads to generate leads? Why do I have to create free content and pay to promote it?

 

In the past companies only ran sales-based ads to generate leads and customers. It was a simple advertising process where you placed an ad (online or offline) to sell something and then interested people responded to it and contacted your company as a lead and/or purchased from you. If you knew how to write great ads, this system worked well. Unfortunately, this sell-first advertising system does not work very well anymore because people now see so many ads, especially on the Internet, that we have built up a natural filter to ignore them.

 

We now live in a hyper-competitive global marketplace where we are bombarded by advertising on a daily basis. Every day when you go on the Internet you will see hundreds of ads. By now you barely notice them. By the end of today today you will probably have at least one hundred Internet ads served to you. How many do you remember? How many did you click on? How many companies did you contact? Did you buy anything from a company you did not know? Ads on the Internet have become “white noise” that people have learned to tune out. This tuning out of advertising by the masses is what led to the birth of inbound content marketing—businesses creating and promoting valuable FREE content to attract people to visit their website. It is human nature that we are much more likely to notice and click on an ad that is offering us something of value for free where we do not have to buy anything compared to an ad that is just trying to sell us something.

 

Let’s face it, people hate advertising. People hate being sold to. However, we love finding solutions to our problems. We love getting valuable information for free (this free ebook for example). This is why you need to write and promote blog posts and give away helpful free information, such as ebooks, training webinars, videos, white papers, etc. Writing and promoting valuable free content gives your niche market what they want—information that helps them solve problems. By doing this you are building a relationship with them. They see you as a helpful expert who cares about making their life better. They begin to trust you and form a relationship with you and your company. And once they trust you, they will choose to do business with you!

 

 

Here is an analogy to make it easier to understand the difference in psychology between advertising (being sold to) and being offered something of value for free (inbound content marketing). I grew up in rural Wisconsin and my family had a mini farm and some horses. Unfortunately, we did a poor job of maintaining our wire electric fences and our horses often got loose and wandered through our rural neighborhood. It was always my job to find them and bring them back home to our barn. The first few times this happened I would go to them with the idea that I would just walk up to them, attach a rope to their halter, and bring them back to the barn. That did not work. They would see me and run. Then I would follow them, get close, and they would run again… with glee in their hearts. This would sometimes go on for hours. The problem was that I was trying to get them to do something they did not want to do—go back to the barn. Think of this situation as advertising where you are trying to get a person to do something they either don’t want to do or are not ready to do—buy what you are selling.

 

After several attempts at trying to walk up to our horses and put a rope on their halter to bring them home, I learned that I needed to bribe them to get them to allow me to walk up to them and put the rope on their halter. So, I started carrying sugar cubes with me. The horses would see me and I would put out my hand so it was flat and I would let them see me put the sugar cubes into my hand. Then I would say, “TREATS!” Now, instead of the horses running away, they would run to me! I had something of value they wanted that I was willing to give them for free. People are the same. If you try to push something on them that they do not want, or are not ready to buy, they will ignore you and resist you. However, if you offer them something of value for free that they want, they will gladly come to you. This is the value of inbound content marketing. It is a magnet (bribe) that attracts your niche market to click on your ads and come to your website to begin a relationship with you.

 

Yes, I understand that people are not horses. However, we operate on the same principle of we will take action and go to somebody when that person offers us something we want, especially if it is free, but we will avoid people/companies who try to push us into doing something we don’t want to do. This is the difference between placing an ad that offers something of value for free without having to buy anything (inbound content marketing) compared to placing an ad that says, “Hey you! Buy my stuff now!”

 

 

Secret #2: Use Google and Facebook Remarketing to nurture and convert the people who previously went to your website into leads and customers

 

Attracting people in your niche market to go to your website by promoting free content is only the first step in creating an online lead generation program. The second step is using Google AdWords remarketing and Facebook remarketing (actually, Facebook calls it Retargeting) to build an “audience” database so you can keep advertising to all the people who visited your website AFTER they have left your website and they are surfing other websites. The remarketing advertising you do will be a combination of promoting your new blog posts and free content as well as more traditional sales focused ads.

 

What on Earth is Remarketing?

 

Have you noticed that often after you leave a website, that website’s ads magically follow you almost everywhere you go on the Internet? That is remarketing advertising and it is in my opinion one of the most powerful advertising technologies ever developed. It is how you get the people who have visited your website to come back to your website and become a lead and a customer. With remarketing, every person who goes to your website is “tagged” with a pixel cookie and automatically added to your Google AdWords and Facebook remarketing audiences. It is how you automatically create an online database of people you can advertise to over and over to nurture them through your sales funnel and convert them into customers. Remarketing is an Internet marketer’s best friend.

 

Now when I say advertise to them with remarketing, I am not just referring to placing ads that say buy my stuff or contact me as a lead. I am also referring to promoting your newest blog posts and other free helpful content to give those people a strong incentive to come back to your website. This is how you nurture your niche market to trust you, see you as an expert in your industry, and want to do business with you.

 

Here is how you use remarketing in your online content marketing lead generation program

 

As we discussed previously, you create an inbound content marketing program where you use paid advertising to promote your content (your blog posts, free ebook, white paper, free webinar) to your niche market so they go to your website and then are automatically added (tagged) to your Google and Facebook remarketing audiences. You then nurture them and guide them through the 3 stage sales funnel (see next chapter) by promoting your new blog posts to them as well as your products and services using paid Google and Facebook remarketing ads. This is how you create a successful online lead generation program.

[] The 3 stages of the Internet Sales Funnel

 

1. Top of funnel: These are people who are first time visitors to your website and they probably have never heard of your company and they do not know you or trust you. They are in the investigative stage of the sales funnel buying process and they almost certainly are not ready to buy from you or even contact you as a lead.

 

Think to yourself, how many times do you normally visit the website of a new company you have never heard of before you decide to contact the company as a lead or buy from them? 3 times? 5 times? 10 times? 20 times? More? Rarely will a person attempt to do business with a company the first time they visit that company’s website.

 

Trying to immediately hard-sell new first time visitors to your website, or get them to complete your lead generation contact form, will rarely work. You first need to nurture them by providing them with valuable free content, which is the purpose of your blog and why you should write and promote at least one new blog post each week. You then remarket to them over and over to promote your new blog posts and new free content using Facebook and Google Remarketing. This is how you build a relationship and trust.

 

2. Middle of funnel: People in the middle of your funnel have visited your website at least a couple of times, and they are reading your blog posts and learning about your company. They may not be ready to contact you as a lead, but some may be getting close. At this point some are probably ready to sign-up for your opt-in email list IF you offer them something of value for free, such as a free eBook, free report, free white paper, free training webinar, etc. You need to stay in contact with them to build trust and brand name recognition by promoting your free content to them using Facebook and Google remarketing. Besides promoting your free content to them with remarketing, you can also show them remarketing ads to try and get them to opt-in to your email list, to register for your free webinar, and to complete your lead generation contact us form, or even call you on the phone. At this stage in the funnel you will begin converting some of these people into leads and customers.

3. Bottom of funnel: These are people who have been to your website many times and have read dozens of your blog posts. They may have signed up for and watched your free webinar and they may have subscribed to your opt-in email list. They know who you are and they probably trust you. These are the people who are most likely to contact you as a lead and become a customer.

 

Internet buying behavior research has shown that a person often needs to visit a website several times before they trust a company enough to contact them as a lead or buy from them. This is particularly true for companies that sell high ticket items that cost thousands of dollars. The people in your bottom of funnel are the people who are most likely to contact you as a lead and buy from you.

 

 

 

[] The Lead Generation System

 

How to build an inbound marketing sales funnel for lead generation

 

Step 1: Attract people in your niche market to go to your website to engage them, to create trust, to create brand recognition, and to build your online audience for Google and Facebook remarketing.

 

Remarketing is done by adding both a Google and a Facebook tracking pixel to your website. Then, every person who visits your website is automatically added to your Google and Facebook remarketing audiences so you can advertise to them over and over. You then use Google and Facebook remarketing advertising to keep placing your ads in front of your audience to promote your new blog posts, to convert them into subscribers to your opt-in email list, to get them to register for and attend your free webinar, to get them to contact you through your online “contact us” lead generation form, and if you have an ecommerce website, to buy your products.

 

Building a large and highly targeted remarketing audience is how you create a successful online lead generation program.

 

Tactics you can use to attract highly targeted traffic to go to your website include:

 

*
p<>{color:#000;}. Write and add at least one new blog post or new free content item to your blog every week. Over time this will help you get a steady volume of free traffic from the search engines. It will also help to make your website and blog the Wikipedia for your industry, which is a very good thing for generating leads and new customers. To get more free traffic from the search engines, make sure to add important search terms people in your niche market search for in your blog titles, and your HTML title tag and description meta-tags (on page search engine optimization).

 

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p<>{color:#000;}. Sign-up for http://triberr.com which is a free service you can use to help promote your new blog posts and where you can find great content from other people in your industry or niche market to share on social media.

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p<>{color:#000;}. With Facebook advertising promote your blog posts on Facebook using highly targeted interest based audiences, your “Website Custom Audience” (this is your Facebook retargeting list), your Facebook Fans list, your Facebook custom audience created by uploading your in-house email list of opt-in subscribers, and your 1% Facebook Lookalike audiences. Avoid trying to generate immediate leads and sales with Facebook advertising. Facebook advertising is a tool to drive highly targeted traffic to your website to begin your relationship and get those people on your remarketing audience lists. It is with remarketing that over time you nurture those people and they become leads and customers.

 

Think of Facebook advertising this way: just like with dating, you do not propose to the other person 1-minute into your first date. With Facebook advertising you should not try to immediately hard-sell a new person by sending them to your sales based landing page. They do not know who you are, they do not know your company, they do not trust you, and they will almost never contact you as a lead or buy from you the first time they visit your website. Just like with going on dates and marriage, you need to first go on many dates over time before you propose and get married. You first need to build a relationship and trust. It’s the same thing with Internet marketing. A person may need to go to your website 5..10..20..50 times before they finally trust you enough to contact you as a lead and/or buy from you. If you try to hard sell them immediately the first time they visit your website, you will turn them off and they may never return to your website. The secret to being successful with online marketing and lead generation is to make your website and blog a magnet to your niche market by every week providing new and valuable FREE information and resources for them. This is how you build trust and show you are an expert in your field and industry. That is why you want to write and post at least one new blog post each week.

 

*
p<>{color:#000;}. Google AdWords advertising. Consider using both pay-per-click search advertising and display advertising. Understand that you should not be focused on generating immediate leads with Google display advertising as display advertising (banner ads) work best for getting people into the top of your sales funnel. That is why Google display advertising costs so much less per click than Google pay-per-click search advertising. It takes time to nurture and convert people who click on banner ads into leads and customers.

 

If you are doing very targeted Google AdWords pay-per-click search advertising, then you can send those people directly to a sales-based landing page, an opt-in page for your email list, a contact us form, or to a registration page for your free webinar. People who conduct a search on Google are generally much more motivated to take immediate action.

 

Just as with Facebook advertising, Google AdWords display advertising is a tool to drive targeted traffic to your website to begin your relationship and get those people on your remarketing audience list. It is with Google AdWords remarketing and Facebook remarketing that you over time convert your website visitors into leads and customers.

 

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p<>{color:#000;}. Post a link to every new blog post you write on Facebook, Twitter, LinkedIn, Google+ the personal Facebook pages of you and all of your employees, and other popular content sharing sites like Reddit, Digg, etc. Also, it is very likely that the majority of your employees have at least one social media account. Ask them to help your company by adding links to your new blog posts in their social media accounts. This helps spread the word and drive traffic to your website for free.

 

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p<>{color:#000;}. Paid promotion of your blog posts on LinkedIn. This can get a bit expensive as their minimum click charge is $2 per click. However, if you sell big-ticket B2B items that have a large profit margin, you should definitely test LinkedIn advertising. It may work fantastic for you.

 

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p<>{color:#000;}. Paid promotion of your blog posts on Twitter.

 

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p<>{color:#000;}. Promote your blog posts to your opt-in email list.

 

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p<>{color:#000;}. Create helpful videos and post them to your Youtube channel and promote them with Google AdWords for Video.

 

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p<>{color:#000;}. Find businesses that have opt-in email lists of people in your niche market and contact the business owner to see if you can pay to place an ad in their next email post to their subscribers.

 

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p<>{color:#000;}. Use paid blog promotion services (called Content Syndication Networks) to have your blog posts promoted on targeted websites that your niche market visits. A few content syndication networks to consider are Outbrain.com, Zemanta.com, Simplereach.com, Multivu.com, and Taboola.com.

 

 

Step 2: Use Google and Facebook remarketing ads and your email list to nurture, re-engage, and convert your past website visitors into leads and customers.

 

You do this by promoting your new blog posts to your remarketing lists and to your email list to get your past website visitors to come back to your website and read your new content. This is how you build trust and brand recognition.

 

You also create remarketing ads to attract past website visitors to go to your landing pages to subscribe to your opt-in email list by offering them your free ebook, white paper, etc., in exchange for them subscribing to your email list.

 

And, create remarketing ads that send people to your landing page(s) to persuade them to contact you as a lead by completing your contact form or by calling you.

 

Some people may convert and become a lead and a paying customer after only engaging with your website and content a couple of times. This is a very small percentage but it does happen. But the majority of people will need to visit your website several times before they will convert and become a lead and then a customer. Some will never convert. This is just the nature of people and the reality of Internet marketing.

[] B2B Inbound Content Marketing: Why the 2 biggest excuses for not doing it are completely false

 

The biggest excuse why the senior management at many B2B companies say that inbound content marketing will not work for them, and that it is a waste of time and money, is because they think their product/service and industry is boring and there is nothing to write about. This assumption is dead wrong and costing you potentially thousands/millions in lost sales.

 

B2B blog posts are not boring to your niche market

 

If your product and industry was boring, your product and industry would not exist. There would be no products or services in your industry. There would be no trade shows or trade associations in your industry. There would be no businesses in your industry. There would be no people or businesses who buy the products or services you sell. You would not have started your business if your product/service was boring and nobody had any interest in it.

 

The fact of the matter is that the industry you are in, and the products or services you sell, exist because they serve an important purpose. They solve problems. They make the lives of people and/or businesses easier. And making a person’s life easier (or a business) is mighty interesting to the people whose lives benefit from your product/service.

 

It does not matter if you sell industrial ball bearings, industrial freezers, or industrial gravel sorters; there is a group of consumers (your niche market) who care a heck of a lot about it. It is for those consumers that you create your free content (your blog posts, white papers, free ebooks, free reports, free training videos, etc.) so they will see you as an expert in your industry who provides helpful information, and they will want to do business with you.

 

 

Simple blog topics to write about

“Okay Peter, you are correct in saying that I should blog. But what on earth should I write about?”

Simple. First, you create a list of the 20…50…100 questions people/businesses ask about your product or service and then create a new blog post to answer each question. Then, every time a new question is asked about your product or service or your company, you create a new blog post to answer it. To create a big list of questions, ask all of your employees to provide you with a list of at least 10 questions people ask them about your product/service.

 

Here’s more to blog about. What are the misconceptions people/businesses have about your product or service or your industry in general? Each one will make a great blog post.

 

The second biggest excuse B2B companies give for not blogging

 

A second excuse B2B companies give for not blogging is they don’t have the time to write blog posts. The truth of the matter is that blogging does not have to take that much time. You don’t have to write 10,000 word epic blog posts and try to win journalism awards. Many of the best blog posts are short, written in very simple language, and get to the point quickly.

 

If it only takes you a couple of sentences to answer a question that people often ask about your product/service, that’s fine for a blog post. It’s always much better to write something that is short and simple than to write nothing at all. In the world of content marketing, writing something is always better than writing nothing—as long as what you write is original and not copied from someplace else. If you can help a person by providing 30 words of advice, that’s a valuable blog post.

 

The quantity of words for a blog post does not equal quality. In fact, much of the time shorter blog posts are better because people are busy and they may not have time to read long blog posts. There is no reason to write about something for 2,000 words when you can say the same thing and provide the same value in 200 words. Getting to the point fast is a good thing.

You also need to promote your blog posts to get them in front of your niche market

Unfortunately, just writing and posting articles to your blog is not enough to be successful with inbound content marketing. If you want to get a lot of people in your niche market reading your blog posts, you need to pay to promote your blog posts to your niche market as I have described in detail previously in this ebook.

 

In summary, every B2B business should be doing inbound content marketing of at least one new post per week to provide valuable information to their niche market. Then, they should pay to promote those blog posts to their niche market using Google, Facebook, LinkedIn, Twitter, etc. Doing so will increase your number of leads and sales, especially if you’re doing inbound content marketing consistently and your competitors are not, or they are rarely doing it.

[] The financial reward for testing hundreds of different Internet ads

 

When you create your Internet ads for your lead generation program, it’s very important that you create and test many different ads The reason for this is that some ads will attract far more people to click on them while some ads will be duds that nobody clicks on. Without creating and testing dozens or even hundreds of different ads, you will not give yourself the opportunity to create an ad that gets a very high click through rate and beats the ads of your competitors. And getting a very high click thorough rate on your ad will provide you with many financial benefits.

 

As an example, it can take the testing of over 100 different Google PPC Search text ads to create one ad that delivers a click through rate (CTR) that out-performs all of the ads placed by your competitors. This is known as a “unicorn” ad. Once you have created an ad that gets a higher click through rate than the ads of your competitors, Google’s algorithm will give your high performing ad the top ranking and a greatly discounted advertising fee—sometimes a discount where you are paying up to 30% LESS per click than what your competitors are paying! However, most Google PPC search campaign managers only test a couple of text ads and therefore, they end up paying what is known among expert PPC marketers as a “stupidity tax” for being lazy and placing boring ads that nobody clicks on. Yes, Google punishes advertisers who place ads that get low click through rates by charging them a premium to show their ads.

 

The financial reward you get for creating great ads that get higher click through rates than the ads of your competitors is not just for Google ads. Bing, Yahoo, Facebook,and Twitter all reward you for creating great ads that get a higher click through rate than the ads of your competitors by giving you more ad views, top rankings for your ads, and greatly discounted click and CPM fees. And, just like with Google, if you place poorly performing ads that are rarely clicked on, Bing, Yahoo, Facebook and Twitter will charge you a premium to continue displaying your ads.

 

Another very important thing to consider with your ads is, if your ads are bad and your prospective clients are not clicking on your ads, those potential clients are instead clicking on the ads of your competitors and they are going to their websites and buying from them. How much is that costing you every day in lost sales? Every week? Every month? Every year?

 

For example, if you place a Google PPC Search text ad that is shown to 100 people in your target market every day—people who are searching for exactly what you sell—and your ad only gets a 1% click through rate (1 person clicks on your ad for every 100 people who see it), you are missing out on the other 99 people who did NOT click on your ad and instead clicked on the ads of your competitors.

 

Now, if you create and test 100 different text ads and you create an ad that gets an 8% click through rate (out of every 100 people who see your ad, 8 click on it), you just increased the response rate to your ad by 800%. And, by getting such a high click through rate (an 8% click through rate is considered very good for a Google PPC Search Text Ad) Google will almost certainly reward you by lowering your cost per click while putting your ad in one of the top 3 positions on their home page to give your ad even more exposure and clicks!

 

The previous example I gave was based on only 100 people per day searching Google for what you sell. What happens if 1,000 people per day search Google for what you sell and you have a poor ad that only gets a 1% click through rate? Then only 10 people out of 1,000 are clicking on your ad and you are missing out on the other 990 people. This is why creating and testing dozens of ads is so important. It is a crime to allow your company to post poorly performing ads that cause you to miss out on nearly all of the people searching to buy what you sell. How much does this cost you in lost sales and lost market share?

 

In summary, you’re financially rewarded for testing and creating great ads that get a high click through rate (creating “unicorn” ads) and you’re financially punished for being lazy and creating dull ads that nobody wants to click on.

[] Lead Program Checklist 1: Website Setup

 

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p<{color:#000;}. The first thing you will need to do is create a free Google Gmail email account for use with all of your Google services, such as Google Analytics, Google Tag Manager, Google AdWords, Google+, Google Search Console, Youtube, Google Drive, Google Docs, and more. If you already have a free Gmail account, feel free to use that account.

 

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p<{color:#000;}. In my opinion, the ideal website for you to use is a WordPress website so you have the ability to easily add blog posts to your website for inbound content marketing as well as to connect to all of your social media accounts. Inbound content marketing will be the foundation of your entire online lead generation program and it is very easy to do it with a WordPress website. However, if you have a custom built website that is not a WordPress website, you can easily create a WordPress Blog website that will simply serve as your website’s blog and you can link to it from your main website.

 

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p<{color:#000;}. Create a free account with Google Search Console (formerly Google Webmaster Tools) so you can monitor what search terms people use to find your website when they conduct a Google Search. To create your free account go to https://www.google.com/webmasters/tools/

 

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p<{color:#000;}. Create a free account with Google Analytics and add your website domain name. To create your free Google Analytics account go to www.google.com/analytics/

 

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p<{color:#000;}. In your Google Analytics account, get your website tracking code ID for use in Google Tag Manager. Your Google Analytics tracking ID will be a code that starts with the two letters UA- and is followed by 7 numbers. It should look similar to: (UA-123456-7)

 

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p<{color:#000;}. Create a free account at Google Tag Manager at https://www.google.com/tagmanager/

 

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p<{color:#000;}. Get your Google Tag Manager code and add it to every page of you website before the closing HTML code.

 

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p<{color:#000;}. In Google Tag Manager create a Tag for Google Analytics and setup the Trigger for every page of your website.

 

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p<{color:#000;}. In Google Tag Manager create a Tag for Google Remarketing and setup the Trigger for every page of your website. To get this code you will need to have a Google AdWords advertising account. If you do not have a Google AdWords advertising account, create one by going to http://adwords.google.com.

 

#
p<{color:#000;}. In Google Tag Manager create a Tag for Conversion tracking and create a Trigger for your thank you page(s). To get this code you will need to have a Google AdWords advertising account. If you have multiple thank you pages for different email lists and different contact us lead generation forms, you will need to create a separate Trigger for each page.

 

If you are confused at how to setup and use Google Tag Manager (yes, it can be very confusing), here are some helpful Youtube videos that will explain everything:

 

Video 1: Google Tag Manager Key Concepts by Google Analytics

https://www.youtube.com/watch?v=7FXbsCWsEi8

 

Video 2: Google Tag Manager Fundamentals: Q&A Session #1 by Google Analytics

https://www.youtube.com/watch?v=XBCNJo9qGH8

 

[] Checklist 2: Social Media Account Setup

 

#
p<{color:#000;}. Create a free personal LinkedIn.com account. Join and follow at least 2 discussion groups that are highly related to your product, service, and/or industry. At least a couple of times per week you should interact with those groups you joined to give your opinion on topics they are discussing, to ask questions, to answer questions, and to provide helpful resources. Do NOT try to sell in these groups or you will quickly be blacklisted as a jerk and you may be expelled from the group. These groups are for professional networking and helping each other. Trying to sell to the people in these groups by posting ads and other promotions is frowned upon. Some of the groups you join may have over 10,000 members, so by being a helpful resource to them, you can gain their trust and over time they will want to do business with you.

 

#
p<{color:#000;}. Create a free company page on LinkedIn.com. Make sure it looks very professional with high quality graphics and professionally written text. Every business day you should post 1-5 links to valuable industry content, be it an article you wrote or helpful articles or resources you found that relate to your product/services, or industry. The purpose for this is to make your LinkedIn company page a valuable information resource to people in your industry. That in turn will get people to like and trust your company and want to do business with you.

 

#
p<{color:#000;}. Create a free Twitter account for your business. Conduct a search on Twitter using keywords most related to your product, service, and industry. Follow 100 people, especially if those people are well-known experts in your industry. Every business day you should post 1-5 links to valuable industry content. This can be exactly the same content you posted to your LinkedIn company page. The purpose for this is to make your Twitter page a valuable information resource to people in your industry. That in turn will get people to like and trust your company and want to do business with you.

 

#
p<{color:#000;}. Create a free Facebook company page. Every business day you should post 1-5 links to valuable industry content. This can be exactly the same content you posted to your LinkedIn company page and your Twitter account. The purpose for this is to make your Facebook company page a valuable information resource to people in your industry. That in turn will get people to like and trust your company and want to do business with you.

 

#
p<{color:#000;}. Setup Facebook Authorship on your WordPress website (if you are using WordPress).

 

#
p<{color:#000;}. Create a free Google+ profile for your business. Follow at least 20 people in your industry, particularly people who are known experts in your industry. Every business day you should post 1-5 links to valuable industry content. This can be exactly the same content you posted to your LinkedIn company page, Twitter account, and Facebook company page. The purpose for this is to make your Google+ company page a valuable information resource to people in your industry. That in turn will get people to like and trust your company and want to do business with you.

 

#
p<{color:#000;}. Create a free Pinterest business account. Go to http://analytics.pinterest.com and click on Get a Business Account. Post pictures of your products, your employees, interesting “industry related” pictures you find, infographics, and any other visual images that you think your industry will find interesting and valuable. An insider tip is if you have short blog posts that fit in a single screen-shot window, you can screen capture your blog post and save it as an image. Then you can post it to Pinterest as an image. However, make sure your blog post contains an interesting photo or graphic in it as Pinterest is all about photos and images, and just posting an image of plain text with no photos or graphics will be seen as boring and it will not be viewed very often or shared.

 

#
p<{color:#000;}. Instagram has now surpassed Pinterest for traffic, so you should create an Instagram account and share photos to it just as you are doing with Pinterest.

 

#
p<{color:#000;}. Create a free account at about.me and connect it to your social media accounts that you created in the previous steps.

 

#
p<{color:#000;}. Create a free account at Gravatar.com.

 

#
p<{color:#000;}. Create a free account on Livestream.com for the future sharing of presentations.

 

#
p<{color:#000;}. Setup a free account on Klout.com and connect your social media accounts. Then, subscribe to and update your status with three topics on Klout. Klout evaluates your social media presence and provides you with a quality score for your social media marketing performance.

 

#
p<{color:#000;}. Create a free Youtube business account and post all of your company videos to it, such as presentations, how to videos, video versions of each of your blog posts, FAQ videos where you answer common questions customers ask you, etc. Video is HUGE on the Internet and it is growing every day. It is so popular that Youtube has become the second largest search engine in the world, only surpassed by Google. If you want to remain competitive you need to start creating a steady supply of videos that you share on Youtube and Facebook. These videos do not have to be professionally produced Steven Spielberg quality videos. Making videos with screen capture software or using your smart-phone is good enough.

 

#
p<{color:#000;}. Posting 1-5 links to your LinkedIn, Twitter, Facebook, and Google+ page every day is a lot of work. However, you can use a subscription based software tool like Hootsuite.com to automate this process for you so you can post once to Hootsuite and then Hootsuite posts to all of your social media accounts.

[] Checklist 3: Facebook Advertising

 

Facebook advertising can be very complicated and quite different from Google AdWords advertising. To save yourself the heartache of spending a lot of money on Facebook advertising only to produce zero results, I highly recommend you first become fully trained in Facebook advertising by investing in a complete Facebook advertising training program from an expert like Jon Loomer, Amy Porterfield, Dennis Yu, or Mari Smith.

 

If you do not have time for training, you should consider hiring a highly trained Facebook advertising expert like me …hint hint… to build, manage, and optimize your Facebook advertising program for you. By the way, I received my Facebook training by becoming a paid member of Jon Loomer’s “Power Hitters Club” which is arguably the most in-depth Facebook advertising training program in the world. The only problem with Jon’s training program is he has produced so much training material (videos, guides, and private member blog posts) that it is difficult to know where to start.

 

Quick and dirty checklist for setting up Facebook advertising

 

#
p<{color:#000;}. Create a professional looking Facebook company page with high quality graphics and well written sales text. Make sure your Facebook company page is more attractive and impressive than the Facebook company pages of your top 3-5 competitors. First impressions are everything, so make sure that when people see your Facebook company page for the first time that they are impressed. https://www.facebook.com/business/products/pages/

 

#
p<{color:#000;}. Create an advertising account with Facebook using the Facebook Business Manager. https://business.facebook.com/

 

#
p<{color:#000;}. In your Facebook Ads Manager create a Custom Audience Pixel.

 

#
p<{color:#000;}. Take the custom audience tracking code pixel Facebook gives you and add it to every page of your website in the header HTML code section: put it here . If you use Google Tag Manager (and you should), you can create a new tag in Google Tag manager using your Facebook pixel tracking code, and Google Tag Manager will add your Facebook tracking pixel to every page of your website.

 

#
p<{color:#000;}. In your Facebook Ads Manager, create a Facebook conversion tracking pixel and add it to the website thank you page a person is taken to after they subscribe to your opt-in email list. If you have multiple email lists and multiple thank you pages, you will need to create a new conversion tracking pixel for each list and thank you page so you can track the results for each list. Put the conversion tracking code pixel in the header code section of each thank you page. If you use Google Tag Manger, you should use it to place the conversion tracking code on your thank you pages.

 

#
p<{color:#000;}. Create a Facebook conversion tracking pixel and add it to the thank you page a person is taken to after they complete your lead generation contact form. If you have multiple contact us lead generation forms and multiple thank you pages, you will need to create a new conversion tracking pixel for each thank you page so you can track the results of each lead generation contact form. You put the conversion tracking code pixel in the header code section of each thank you page. If you use Google Tag Manger, you should use it to place the conversion tracking code on your thank you pages.

 

#
p<{color:#000;}. Now that your tracking pixels are installed, in your Facebook Ads Manager create a Website Custom Audience for 180 days. This will create an audience database of all the people who visit your website from now on who have Facebook accounts. This audience will become the foundation for your Facebook marketing program and sales funnel.

 

#
p<{color:#000;}. If you have an opt-in email list of at least 500 people, download that list as a CSV file with one email address per line. Only save the email addresses in this file. Do not use an email list you purchased from an email list broker. Only use your in-house email list of people who have opted-in to your email list and know your company.

 

#
p<{color:#000;}. Go to your Facebook Ads Manager and create a new custom audience for your email list. You will be prompted to upload that CSV file you created. Each month you should update this audience by uploading the most recent version of your email list to it.

 

#
p<{color:#000;}. Now that you have created your Facebook custom audiences, you now need to promote your blog posts to those audiences. You do this by using the “Promote Your Post” tool inside the Facebook Ads Manager and selecting the saved audience you want to promote that post to. This will get people to click on your post to go to your website, where they will then be tagged and added to both your Facebook and Google Remarketing lists. This is how you get targeted traffic to your website and build your remarketing audience lists and your opt-in email list.

 

In regard to budget, that depends on how much traffic you want to send to your website and how quickly you want to grow your business. At minimum you should start with a budget of $5 per day per each promoted post ad. Your cost per click may be anywhere from $0.10 per click to $2.00 or more per click or more depending on how people respond to your promoted post ad.

 

If your promoted post ad has a catchy title, an eye grabbing image, and the promise of very valuable free content that your niche market really wants, you will get a lot of clicks at a low cost per click. On the other hand, if your promoted post title is boring, your image is not eye catching, and the content your post is promoting does not seem valuable to your niche market, very few people will click on your promoted post ad and your cost per click will skyrocket, sometimes upwards of $5.00 or more per click. Yeah, ouch! If that happens, kill that promoted post ad and either rewrite it to make it much more catchy with a better image and a promise of more value, or just kill it and promote a new blog post on your website. The last thing you want to do is waste your money by promoting a boring post that nobody clicks on because Facebook will charge you for showing your ad even though nobody is clicking on it. The average charge for Facebook to show your ad to 1,000 people is $10. So, if Facebook shows your ad to 1,000 people and nobody clicks on your ad, you just spent $10 (or more) for nothing.

 

If your promoted post is really popular, and you are getting tons of clicks at a very low cost per click (under $0.30 per click), increase your budget to $10…$20… $100 or more per day and ride the wave, especially if your audience size is 1 million people or more. However, every day you need to monitor all of your Facebook promoted posts because they do have a shelf life and after your custom audience has seen your ad 2-3 times, they will become bored with it and your cost per click will go up very quickly and you will stop getting clicks. Then it is time to kill that promoted post and start promoting a new post to that audience. Another option is you can take that very popular promoted post and start promoting it to a new audience that has not seen that promoted post and ride the wave again.

 

#
p<{color:#000;}. Rinse and repeat item 10 above with every new blog post you write to continue to drive highly targeted traffic to your website to get them added to your remarketing sales funnel.

 

#
p<{color:#000;}. As a final tip, Facebook advertising works best for driving targeted traffic to your website to get people to enter your remarketing sales funnel. Facebook advertising does not work very well for trying to directly sell products or services, especially if your products or services cost more than $20.

 

The 12 items above will make total sense to you once you have become fully trained in Facebook advertising. Again, if you want to learn how to do everything yourself, Jon Loomer provides what I consider to be the most in-depth and advanced Facebook advertising training system in the world. His training program is available if you join his private membership “Power Hitters Club.” You can learn more at http://jonloomer.com.

[] Checklist 4: Google AdWords Setup

 

I am only going to provide you with a brief overview of how to setup your Google AdWords account because teaching you how to build, optimize, and manage Google AdWords PPC, Display, and Remarketing campaigns would require me to write a 200+ page book. However, I have included links below to Google's AdWords training videos on Youtube:

 

Google AdWords training channel on Youtube:

[+ https://www.youtube.com/channel/UCgl9rHdm9KojNRWs56QI_hg+]

 

Another great place to get Google AdWords training is at PPC University: http://www.wordstream.com/learn

 

Quick and dirty Google AdWords setup

 

#
p<{color:#000;}. If you do not already have a Google AdWords advertising account, create one by going to https://www.google.com/adwords/ and follow the step-by-step instructions. At this point I recommend that you do not create any live ad campaigns. You first want to go through the Google AdWords training videos at:

[+ https://www.youtube.com/playlist?list=PL9piTIvKJnJMcu_SnDT6lzqsTUbYWeqYD+]

 

#
p<{color:#000;}. After you have created your account, you need to get your Google AdWords remarketing pixel and add it to every page of your website. The best way to add it to your site is with Google Tag Manager. Here is a video that explains what is remarketing, how it works, and how to get your remarketing pixel to put on your website.

https://www.youtube.com/watch?v=wLBRiaKih6Q

 

#
p<{color:#000;}. Now you need to get your Google AdWords conversion pixel and add it to the “thank you page(s)” people are taken to after they complete an action on your site, such as subscribing to your email list, registering for your webinar, contacting you as a lead, etc. Again, Google Tag Manager is the best way to do it. Here is a training video:

https://www.youtube.com/watch?v=aw-CBM6F9rU

 

#
p<{color:#000;}. If you want to start advertising on Google with either pay-per-click search campaigns, display advertising campaigns (banner ads), or remarketing campaigns, I recommend that you start by watching the following beginner training videos by Google AdWords:

[+ https://www.youtube.com/playlist?list=PL9piTIvKJnJMcu_SnDT6lzqsTUbYWeqYD+]

[] Checklist 5: Email marketing setup

 

Email remains one of the world's best performing lead generation and sales platforms. That is why you should have an opt-in email list that people who visit your website can subscribe to. It is also why at least 25% of your paid advertising budget should be focused on trying to get people to subscribe to your opt-in email list. As the world's leading Internet marketers always say, “the money is in your list.”

 

There are many different email marketing platforms to choose from, but I like http://aweber.com and http://mailchimp.com. Both are affordable and fairly easy to use. There are also tons of Youtube videos that will show you step-by-step how to setup your account and create email campaigns.

 

#
p<{color:#000;}. Create an account with either aweber.com, mailchimp.com, or any other email marketing platform you like.

 

#
p<{color:#000;}. Create an email list.

 

#
p<{color:#000;}. Get the HTML code for your email subscription form and add it to your website, preferably on every page. A tip with your opt-in email subscription form is that the more information you ask for, the fewer people who will subscribe. To get the most subscriptions to your opt-in email list, just have a single one-line form that asks people for their email address. Don’t ask for their name, company name, phone number, address, etc. All that does is kill conversions as people hate giving their personal information to companies they do not know. In this beginning stage of the sales funnel all you need is their email address.

 

#
p<{color:#000;}. To get people to subscribe to your opt-in email list, you absolutely must offer something of value for free as a bribe. You have most likely seen this done countless times on different websites you have visited where they offer a free ebook, a free report, a free webinar, a free training video, etc., and when you click on the offer to get the free item, you have to enter your email address into a form to get the free item. So, you need to create a free “something” of value. A big tip is the more valuable your free gift is perceived in the mind’s of your niche market, the higher your conversion rate will be for people subscribing to your email list. So, make your free gift something of real value that your niche market will really want. Once you have created your high value free bribe item, promote it like crazy on your website and with Google and Facebook advertising to your remarketing lists to get as many people as possible to subscribe to your email list.

 

#
p<{color:#000;}. Connect your email list to your RSS feed on your blog. This way every time you add a new blog post to your website, a link to that blog post will automatically be emailed to all of your opt-in email subscribers. This is a very simple and inexpensive way to nurture your email subscribers to get them to contact you as leads and become customers.

 

#
p<{color:#000;}. Two to four times per month send a sales letter/promotion to your email list to convert them into customers. Be careful about trying to sell to your email list more than once per week or you will irritate them and they will unsubscribe.

[] Checklist 6: Landing Page Setup

When you are ready to start generating leads and sales with your advertising, you should always send people to very focused landing pages—not to your home page or to a normal website page that has distracting links all over it. Internet advertising statistics have shown that sending traffic to a sales focused landing page instead of to a website's home page will immediately increase leads by 10% or more.

 

When creating a landing page, you always want your landing page to match the text, color, and graphics of your Internet ads to create psychological congruence. This is why each opt-in email list and/or lead generation offer should have its own landing page, and each landing pages should have the same look and sales message as the ads that are sending traffic to those landing pages.

 

Another tip with creating a landing page is that it should be entirely focused on getting the person visiting that page to perform one single action. This action may be to opt-in to your email list, complete a lead generation “contact us” form, download a white paper, or any other action that you want the person to complete. The key is to remove all distractions so the person can only complete one action on that landing page.

 

The best platforms for creating lead generation landing pages and sales funnels are https://www.clickfunnels.com, http://leadpages.net, and http://unbounce.com. The best of these three is https://www.clickfunnels.com. It has everything you need to create a complete end-to-end sales funnel. Their technology is amazing and it is easy to use.

 

Here is a video that will give you an overview of ClickFunnels.com

https://www.youtube.com/watch?v=pCAlJYgoyxg

 

Here is a video that will give you an overview of Leadpages.net

https://www.youtube.com/watch?v=NTOLNogMjdE

 

Here is a video that will give you an overview of Unbounce.com

https://www.youtube.com/watch?v=XQr06-Pesy0

[] Additional Internet Marketing Resources

To learn more “growth hacking” Internet marketing strategies for growing your business, I highly recommend that you read the following books:

Traction: How Any Startup Can Achieve Explosive Customer Growth”, by Gabriel Weinberg and Justin Mares. You can get the first 3 chapters for FREE at http://tractionbook.com/.

The Small Business Guide to Growth Hacking” by Fast Company (Author), Chuck Salter (Foreword), J.J. McCorvey (Contributor), Guy Kawasaki (Contributor), Ryan Holiday (Contributor), and Sophia Amoruso (Contributor).

The Growth Hacker’s Guide to the Galaxy: 100 Proven Growth Hacks for the Digital Marketer” by Mark Hayes and Jeff Goldenberg.

Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising” by Ryan Holiday.

____________________________________________________________________________

Copyright © 2017 Peter C. Geisheker. www.geisheker.com


How to Build a World-Class Internet Lead Generation Program

  • Author: Peter Geisheker
  • Published: 2017-01-29 20:50:16
  • Words: 9941
How to Build a World-Class Internet Lead Generation Program How to Build a World-Class Internet Lead Generation Program