use content to attract customers - the lead generation formula

Using Content To

Attract Customers

Kim Albee President Genoo

President and founder of Genoo and our professional services “agency” called ContentZap.

We offer online marketing tools and marketing automation to small and midsize businesses. www.genoo.com

About Kim Albee

@kimalbee @GenooMarketing

Online Marketing Tools at your Fingertips!

/in/kimalbee

About Kim Albee President and founder of Genoo and our professional services “agency” called ContentZap.

We offer online marketing tools and marketing automation to small and midsize businesses. www.genoo.com

We work with businesses to supercharge their online marketing and build/augment their marketing teams. www.contentzap.com

/in/kimalbee



Today’s Agenda

1.  Overview: The Basic Flow of Online Attraction

2.  The Lead Generation Formula

3.  The kind of content you will need

4.  Eliminate the headaches of generating leads

5.  The importance of follow-up (and how to do it to save time & get better results)

6.  Real-world examples

The Basic Flow of Online Attraction

Search engine

Directory Site Listing

Your Blog

Your Website

Landing Page

The visitor finds something they like/need, and “opt-in” to receive it.

Lead Database Social Networks

Media Platforms

The Lead Generation Formula

Lead Generation is Easy …It follows a Formula

The Lead Generation Formula

L = (A x P) + (O x (I x E x C) )+ F 2R

Let’s take it one step at a time…

Leads (L) are a product of

Your Target Audience (A) & the Problems (P) that your products & services resolve.

L = (A x P)

How you get their attention…

Is with an Offer (O). Something that they perceive as valuable enough to give you their email address. This is an “attractor”, also called a “lead magnet” and/or a “call-to-action” (CTA).

(O x (I x E x C) ) 2R

How they evaluate your offer…

•  Does it Interest them (I)? •  Is it Easy to access (E)? •  Are you Credible? Do they trust

you? (C)

•  Then weighed against how much Risk they perceive in accepting your offer (R).

(O x (I x E x C) ) 2R

Lead Gen Follows a Formula, BUT…

To be effective, you must add:

•  Experience

•  Creativity

•  Curiosity

•  Insights

•  Mindset

Let’s explore the Content You Need…

Search engine

Social networks Media platforms

Directory Site Listings

Your Blog

Your Websit

e Landing Page

It’s a progression and with the right set of tools (like Genoo), it can be automated, which is really the only way to manage the flow well.

Thank You

Page

Fulfillment email

Let’s explore the Content You Need…

Search engine

Social networks Media platforms

Directory Site Listings

Your Websit

e Landing Page

Your Blog

Your Websit

e Landing Page

It’s a progression and with the right set of tools (like Genoo), it can be automated, which is really the only way to manage the flow well.

Thank You

Page

Fulfillment email

There are three “flavors” of content…

1. Content that focuses on gain, pleasure, or aspirations

What does your specific target audience most want & desire? Do they have aspirations that you can tap into (professional prestige? Accomplishments?) If life were good, how would it look?


2. Content that lays out a logical argument or perspective

Highlight the Pros & Cons. Show them the Return on Investment of your solution over competitors. Provide a checklist that will have them see the benefits of your product/service in a way that makes sense. Give them “proof” of success through customer Case studies, reviews, or testimonials.


3. Content that highlights fear or pain that your audience is, or could be, experiencing.

Empathize with them about a specific pain they are experiencing given their situation, tell a story they can relate to. Illustrate how bad it can get if they don’t take action soon. Provide a Success/Failure set of case studies of who Succeeded because they took action and someone Who failed because they didn’t.

Which “flavor” is most effective at inspiring action?

Gain/Pleasure/Aspiration? Logic / Reason? Fear / Pain?



Appealing to gain, pleasure, or aspirations comes in at #2.



Fear and Pain cause action the majority of the time.



Then we quickly follow with the logic to support our choice.



All are valuble and must be considered in your content strategy if you want to maximize your results.

Content Done Well

•  Connects on an emotional level

•  Is appropriate given where the lead is in their buying process

•  Guides the lead in their buying journey

•  Asks them to take action along the way

Results in more customers!

Builds Authority , Relationship & Trust

Match Content to their Buying Stage

Don’t just educate. GUIDE. Marry your goals with their needs, issues, challenges, or aspirations.

Design & Assemble Content Pathways that gives leads what they “want” and delivers on your end game.

Go to http://bit.ly/content-pathways for Content Pathway “How-To” download.

Match Content to their Buying Stage

Buying Stages >> Conversations

EARLY INVESTIGATION OPINION DECISION

Benefits High Level Problem ID Illumine Pain Create Hope

Confirm problem And/or opportunity

Personalize benefits Specifics of purchase Implementation Personal benefit

Questions High Level Q’s Specifics about opportunity

Specifics about vendors

Soecifics about their vendor

Emotions Are you pushy? Just looking…

Learning, curious, in control

Want advice Beg. Of trust Fear bad decision

Commitment What can go wrong? reassurance

Stay-In-Touch Free info / ed Industry info Problem intro

High level assessments Webinars Seminars Calculators

Consultations Proposals Complimentary assessments

Low cost starter projects Special offers New products

Go to http://bit.ly/content-pathways for Content Pathway “How-To” download.

Creating Your Offer / Lead Magnet…

1.  Identify the target audience you want to attract.

2.  Write down their top 3 issues and challenges that your product/service/solution solves.

3.  What are the top 3 questions they really want the answers to?

Ideas for Attractor/Lead Magnet/CTA Content

Cheat Sheet

Assessment

Checklist

Whitepaper

Webinar

Video

Case Study

Quick Start Guide

Report

eBook

Ideally, you want it to be really good – some of your BEST content. The shorter and more to the point the better. People should be able to consume in 10 minutes or less.

Build the corresponding call-to-action(CTA)

This is the headline that gets attention and action…

•  It invokes curiosity.

•  Or it pokes at a pain… with the hint of relief.

•  It can provide hope.

•  Or motivate desire to achieve…

Clicking through

…is the path they want to take.

The last element of the Lead Gen Formula

L = (A x P) + (O x (I x E x C) )+ F 2R

Frequency (F) is the number of times your lead sees the offer before they take action.

Where to use your Call-To-Action?

•  On Your Blog Posts

•  In Your Directory Profiles

•  On Your Website

•  Link from Media Platform content

•  With Facebook/Google Ads

•  Retargeting

Start with one Offer/CTA, and then add a new one every month or every quarter, and build a “CTA Library”

Example on a blog post:

Call-To-Action “Col B”

Download Form

Also position CTA at bottom of blog

Call-To-Action “Col A”

Download Form

The click takes them to a landing page…

Submitting the Form takes them to a Thank You page…

And an Email is sent automatically with a link to download the Offer…

Using Facebook for Traffic Facebook Ads

This is measurable Traffic, and I can see conversion effectiveness.

The ads are easy to create using Canva.

Are you guiding the Traffic that Lands On your Website Home page?

1 2 3

Visitors coming to the site – new to HSD, Will click on: 1.  What? 2.  So What? and 3.  Now What? Engaging with these questions is at the heart of HSD’s “Adaptive Action” philosophy. There is a 4th call-to-action on the home page: “Live It… a call to action about HSD’s upcoming Conference.

4

What? page

Tabs continue the initial flow: 1.  What? 2.  So What? 3.  Now What?

Primary CTA: Questions… “Download Your First Tool”

Secondary CTA: Goldilocks Equation.

Getting a lead is just the beginning… • You must follow-up with them!

• Consider this: •  70% of leads are never followed up with.

•  2% of sales close on the first contact. •  3% close on the second contact

•  4% close on the third contact

•  10% close on the fourth contact

•  81% of sales that close, do so on or after the 5th contact!

Only 10% of businesses actually follow through to the fifth contact point and beyond, leaving 81% of their potential sales to their competitors!

How to Follow Up – Get Started!

How to Follow Up – Get Started!

Lead Nurture Sequence

The Big Picture

Offer Landing

Page

Lead Capture

Form

Lead Database

Email with

Download

Trigger Into

Nurturing

•  Lead responds to offer •  Completes Lead Capture form •  Auto-sent email with download •  Auto-Triggered into assoc. Nurturing

Sequence A

#1

Re-cast Points from Content Piece with links to relevant blog articles

Re-frame Aspects

Free Consult

…

A

B

#2 #3 #4 #5 #6 #7 #8 #9 #10

Welcome +

Benefits

#1 #2 #3 #4 #5 #6

C

The Nurturing Sequence Matrix

All New Leads Get Welcome Series 3 Emails – 3 Consecutive Days

All New Leads Get Welcome Series 3 Emails – 3 Consecutive Days

Results:

Maximize Your Content

• Re-Use

• Social Media Platforms

Example: iTunes Podcast Channel

Extend Content Life…

• Genoo Podcast Statistics:

112 downloads in January (for 5 year old content).

Distribute Content Beyond Your Blog

• Where do you start?

Distribute Content Beyond Your Blog • Where do you start? • We’ve assembled a step-

by-step guide.

• Access it through our blog post “How The InfoSnack Habit Leaves Your Brand Forgotten”:

http://bit.ly/use-content

Know your audience persona. Go To http://bit.ly/persona-blog to get a sense of personas and download a worksheet. Sign up to attend our upcoming webinar Beware of Buyer Personas: The Cow Is On The Ice (http://content.zap/events) - with #1 Persona Authority Adele Revella on Mar. 26th.

Use it to develop your offer / lead magnet. Go to http://bit.ly/content-pathways for Content Pathway “How-To” download.

Experiment with the “flavors” of content and test what works best with your audience. Calls-to-action (CTAs) are missing from MOST marketing… make them mandatory! Become an authority by guiding your leads.

Need help with your content strategy or calls-to-action? Check out http://contentzap.com Automate with marketing technology and make sure you follow up with your leads based upon what they’re interested in. Push those most interested to your Sales team for direct contact..

Check out http://www.genoo.com - we are built for SMB marketing automation.

Complete the OMI Digital Marketing Certification Curriculum. Go to http://bit.ly/digital-marketing-certification to view the curriculum and sign up!

Key Takeaways

Please feel free to email your questions to [email protected].

If you’d like to have a conversation about your

digital strategy and how you can create one to deliver the results you need, we’d love to talk with you.

If you’d like comprehensive marketing tools

with comprehensive metrics and capabilities, consider Genoo.

Thank You!



/in/kimalbee