lead generation campaign in 10 steps: do it - don't screw it
TRANSCRIPT
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LEAD GENERATION CAMPAIGNIN 10 STEPS:
DO IT - DON'T SCREW IT!
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MAKE SURE IT IS EASY TO FINDINFORMATION ONLINE ABOUT YOUR
COMPANY AND KEY PEOPLE BEHIND IT
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CHECK IF THIS INFORMATION ISADEQUATE AND PERSUASIVE
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MAKE SURE DESIGN OF YOUR WEBCHANNELS IS APPEALING AND HAS
USER-FRIENDLY INTERFACE
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FILL IN PROFESSIONAL SOCIAL MEDIAPROFILES FILLED IN WITH YOUR
EXPERIENCE, ACHIEVEMENTS ANDRECOMMENDATIONS
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PERSONAL SOCIAL MEDIAPROFILES.. .WELL.. . MAKE SURE
THEY'RE LOOKING DECENT AT LEAST
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WHAT PROBLEMS AND CHALLENGESDO THEY HAVE?
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WHAT IS IMPORTANT TO THEM?
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WHAT DO THEY SPEND THEIR MONEY ON?
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WHAT OTHER RELATEDPRODUCTS/SERVICES DO THEY
PREFER?
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STEP 3FINDCONTACTS
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COLLECT CONTACTS MANUALLY (JUSTGOOGLE THEM AND STALK VIAPROFESSIONAL SOCIAL MEDIA)
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BUY READY MADE EMAIL L ISTS
*WE DON'T RECOMMEND TO BUY THEM, CLICK HERE TO SEE WHY
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USE PLUGINS AND SOFTWARE TOSCRAP EMAILS FROM THE INTERNET
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BUY ACCESS TO SAAS PROSPECTDATABASES
Click!
Click!
Click!
Click!
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Click!
Click!
Click!
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THERE ARE SOME PITFALLS ABOUT PURCHASEDCONTACTS: THEY GET OUTDATED QUICKLY, BESIDES
THEY MIGHT CAUSE BLOCKING/BLACKLISTING OFYOUR EMAIL ACCOUNTS.
ALSO BE CAREFUL WITH WEB SCRAPPING: IT 'S KINDOF A GRAY AREA AND MANY WEBSITES DON'T
ALLOW USING IT.
FOR MORE TIPS ON FINDING CONTACTS - CHECKOUT OUR RECENT BLOG POST
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STEP 4FROM TWO
HARES FOCUSON THE
FATTER ONE
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REPHRASE A FAMOUS PROVERB ANDYOU'LL GET: “YOU RUN AFTER TWO
POTENTIAL CLIENTS - YOU WILL CATCHNEITHER”.
BUT WHAT TO DO IF YOU WANT TOCATCH BOTH OR ALL OF THEM?
THERE IS ONE TRICK.
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FIRST, RECOGNIZE 2 TYPES OFPOTENTIAL CLIENTS:
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COMPANIES, THAT CAN BRING YOU ALOT OF CASH, RECOGNITION, LONG-
TERM OR REPEATING PROJECTS(USUALLY BIG, WELL-KNOWN,
PRESTIGIOUS COMPANIES; A FEW OFTHEM OPERATE ON THE MARKET)
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COMPANIES, THAT CAN BRING YOULESS PROFIT AND BENEFITS (SMALLSCALE, LOCAL, NOT PROSPEROUS
COMPANIES; PLENTY OF THEM ARE ONTHE MARKET )
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NEXT, FOLLOW THIS STRATEGY
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FOCUS ON CONTACTS THATPOTENTIALLY CAN BRING YOU MORE
BENEFITS:
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OPTIMIZE YOUR EFFORTS TO REACH MORECONTACTS WITH LESS BENEFITS (F.E. USE
AUTOMATED EMAILING SYSTEMS TOAPPROACH MANY OF THEM AND TO KEEP
COMMUNICATION PERSONALIZED)
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STEP 5SUBJECT LINEFOR HIGHOPEN RATES
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SHORT (4-7 WORDS MAX) ANDPERSONALIZED
(INCLUDES A RECIPIENT'S NAME,REFERRAL, COMMON INTEREST)
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LOOKS LIKE SENT BY ACOLLEAGUE/PARTNER
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CONTAINS A MAIN POINTBUT KEEPS INTRIGUED
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HERE ARE SOME GOOD EXAMPLES:
"IDEA FOR [COMMON INTEREST]"
"I HAVE A QUESTION ABOUT [COMMONINTEREST]"
"[COMMON CONTACT] RECOMMENDEDCONTACTING YOU REGARDING [TOPIC]"
"[NAME], DO YOU HAVE 10 MINUTES FORSKYPE CALL?"
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HERE ARE SOME GOOD EXAMPLES:
"IDEA FOR [COMMON INTEREST]""I HAVE A QUESTION ABOUT [COMMON
INTEREST]""[COMMON CONTACT] RECOMMENDED
CONTACTING YOU REGARDING[TOPIC]"
"[NAME], DO YOU HAVE 10 MINUTESFOR SKYPE CALL?"
STEP 6EMAIL BODY
THAT SEDUCES
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SKIP LONG INTRODUCTION IN THEBEGINNING ( IT 'S IN YOUR SIGNATURE..
WE HOPE)
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USE A REFERENCE, MENTION WHEREYOU GOT CONTACT INFORMATION AND
WHY YOU SENT THIS EMAIL
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BE CUSTOMER-CENTRIC, MAKERESEARCH ABOUT A RECIPIENT AND
TAILOR EMAIL CONTENT AROUNDYOUR FINDINGS
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DON'T TRY TO SELL AND DEFINITELYAVOID PHRASES LIKE “OUR
[PRODUCT/SOLUTION] IS WORTHTRYING” OR "WE CAN HELP YOU"
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INSTEAD, TRY SOMETHING LIKE THIS:
" I ASSUME YOU ARE ALSO FACING [APROBLEM] DUE TO [SOME FACT
CAUSING A PROBLEM]. WE WENTTHROUGH THE SAME SITUATION IN OURCOMPANY LAST YEAR. HAVE YOU TRIED
[SOME SOLUTION] OR [ANOTHERSOLUTION]?”
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STEP 7CTA
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DEFINE WHAT YOU EXPECT FROM ARECIPIENT BY ADDING A CLEAR
CALL-TO-ACTION (CTA) -OFFER A MEETING OR A CALL
Let's Talk
!
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HERE ARE SOME GOOD EXAMPLES:
"IDEA FOR [COMMON INTEREST]""I HAVE A QUESTION ABOUT [COMMON
INTEREST]""[COMMON CONTACT] RECOMMENDED
CONTACTING YOU REGARDING[TOPIC]"
"[NAME], DO YOU HAVE 10 MINUTESFOR SKYPE CALL?"
STEP 8FOLLOW UP
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DON'T PACK EVERYTHING INTO YOURFIRST EMAIL. INTRIGUE POTENTIALCUSTOMERS ENOUGH TO REPLY TO
YOUR EMAIL
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FOLLOW-UP WITH MULTIPLE NEWMESSAGES (UP TO 8, ALTHOUGH SOME
SAY IT TAKES ABOUT 13) UNTIL YOUGET A RESPONSE
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STOP SENDING FOLLOW UPS IF YOUGET A NEGATIVE ANSWER (YOUSHOULD, HOWEVER, REPLY IT)
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IF YOU GET A POSITIVE ANSWER - KEEPCOMMUNICATION PROACTIVE AND
TWO-SIDED AND FOLLOW THE NEXT TIP
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IF YOU FOLLOWED OUR TIPS SO FAR,AT THIS POINT YOUR INBOX WOULD BE
FULL OF ANSWERS. AND IT 'S VERYIMPORTANT TO RESPOND TO THEM AS
FAST AS POSSIBLE
SO WHAT IS WHAT IN YOUR INBOXAND HOW TO REACT ON THAT?
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IT 'S “YES” IF YOU HEAR “LET'S TALK”,OR IF YOU ARE ASKED TO PROVIDE
DETAILS.
IN THIS CASE ARRANGE ACALL/MEETING ASAP. IF IT DOESN'T
LEAD YOU TO A DEAL - ASK FORREFERRALS AND FEEDBACK
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“NO” IS EASY TO RECOGNIZE, IT SOUNDSROUGH AND SHORT, SOMETHING LIKE “WE
DON'T NEED YOU! NEVER EVER EVER!”
BUT DON'T IGNORE NEGATIVE ANSWERS,NO MATTER HOW HARSH THEY MIGHT
SOUND. REPLY, THANK FOR THEIR TIME,ASK FOR FEEDBACK AND REFERRALS
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IT 'S “LONG YES” IF IT 'S NEITHER “YES”NOR “NO” (YOU USUALLY HEAR“MAYBE”, “WE ARE NOT SURE”)
IN THIS CASE YOUR TASK IS TO GET ADEFINITE ANSWER ASAP
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HERE ARE SOME GOOD EXAMPLES:
"IDEA FOR [COMMON INTEREST]""I HAVE A QUESTION ABOUT [COMMON
INTEREST]""[COMMON CONTACT] RECOMMENDED
CONTACTING YOU REGARDING[TOPIC]"
"[NAME], DO YOU HAVE 10 MINUTESFOR SKYPE CALL?"
STEP 10THE CALL
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WHO WILL HANDLE THE CALL? IS IT THESAME PERSON WHO SENT OUT EMAILS
AND FOLLOW UPS? IF NOT - ENSURECONSISTENCY
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BE SURE THAT A PERSON WHO WILLTALK TO CLIENT CAN HANDLE IT:
SHE/HE SHOULD HAVE GOOD VERBALSKILLS, CONFIDENT AND EASY GOING
TONE OF VOICE
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MAKE SURE THERE'S NO LOUD NOISE INTHE BACKGROUND
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CHECK YOU INTERNET CONNECION
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