No matter how great your product or service is, if nobody knows about it, you are going to fail. Remember: more leads equals to more revenue, more revenue usually results in more profit and this is usually done by getting more leads.
Wayne Davis stated once “The lead generation process starts by finding out where your target market ‘lives’ on the web.” This is why leads generation is extremely important.
This article covers:
- Why you should optimise your website for leads generation
- StartupStorey’s 4 Step Email Marketing Guide
- Proven Methods of using Email Marketing to Generate More Leads
- Why Email Marketing Still Works
- Are you missing out on Facebook Ads?
Optimise Your Website for Leads Generation
Generating leads will be terribly difficult if your website isn’t built to convert.
A common mistake that business owners make is creating a website that they like.
It doesn’t matter what you like.
What matters is what your buyer persona likes, wants to hear, see, and read. Your persona should feel like your website was created specifically for them.
Because it is.
Your website has to look attractive!
Even though we all say you shouldn’t judge a book by its cover, we still do it anyways.
Your design should speak to your persona.
If you’re targeting PPC specialists, your website should look very different than that of a company who is targeting graphic designers.
Graphic designers are artists and appreciate cutting-edge design that expresses creativity. PPC specialists are data-driven and relate more to straightforward, functional design.
You will need a domain name (around $9/year) and a web hosting account ($5/month). Then you will setup a WordPress site on your hosting account. For hosting, we recommend using Siteground given their robust support ticket system that includes live chat.
Does your website have a Relatable Copy?
The same principles from your design also apply to your copy.
Too many businesses go on and on about themselves without focusing on their persona.
All of the copy should be focused on letting your persona know what’s in it for them; the value or solution they’ll receive by working with you.
That doesn’t mean you shouldn’t have an about page or any information about your brand story, it just means that those things need to be written in words that will resonate with your persona.
The tone, style, and actual words need to match the way that your buyer persona communicates.
Be the Authority in Your Niche
What better way to generate leads than to be in a position where they want to find you?
That’s exactly what happens once you’ve established yourself as an authority and expert in your niche.
Being an “authority” doesn’t mean you have to be the biggest company or know more than everyone else, it just means that you have to be credible and you have to know more about your niche than most people.
Establishing your brand as an authority takes a lot of time and effort, which is why most of your competitors won’t do it.
Also, it’s not a strategy for the shortsighted. You’ve got to be in this for the long-haul because the benefits increase exponentially over time.
The good news is maintaining your authority gets easier and easier — the most difficult period is building your brand up from nothing.
Create Valuable Content
The most fundamental element of inbound marketing is creating high-quality content– with an extra emphasis on “high-quality.”
81% of businesses have reported their blog as useful or critical to generating leads.
Most businesses have a website nowadays (although, I’m still shocked on a regular basis when this isn’t the case) and a quickly-growing majority of those websites have a blog.
Far too many businesses, however, are not getting nearly as many leads from their blog as they could because they are publishing content that has no value to their buyer persona.
Due to the massive amount of bad information online about inbound marketing, business owners have been given the impression that a blog filled with “10 Reasons Why We’re the Best Company in Town” type of posts is all it takes to generate leads and that simply isn’t the case.
To generate leads with blog content, you need to create content that your buyer persona is already looking for.
Provide Free Resources
Offering a free resource is a sure-fire way to boost your authority and kick your lead generation into overdrive. Providing a free resource gives you an opportunity to collect the contact information of leads, because you will typically email the resource to them.
Free resources include:
- White paper
- Video tutorials or interview
- Audio recording
80% of users said they would register for a whitepaper/eBook, while only 31% would register for a webinar.
Free resources boost your authority because the level of value is (at least it should be) higher than the content on your blog, but the resource is still free.
The resource needs to be more comprehensive than a blog post so it becomes something that your persona wants to keep on-hand to refer to many times.
Again, this goes back to influencing how your persona perceives the value of your brand. The better your free resources are, the better they will perceive your paid products or services to be.
Some useful resources:
Live support (chat) software
Meeting scheduling software
List building software
- LeadGrabber Pro
- Gdbdata. com
Social Lead Generation
To help you improve your operations at your startup, do check the 150 free resources that we have painstakingly compiled, as well as a guide to everything you need to know about building a business: The Strawberry Startup.
Why Email Marketing should not be viewed as Spam Marketing
Objectives – Increase lead generation and customer engagement with email marketing.
According to a recent survey, email is the most effective digital marketing tactic, the one that delivers the best ROI and the least difficult to execute.
Start a customer newsletter that offers timely information about the business, special promotions or an inside look at the company.
This helps build a community with your customers, and it keeps your product and business on their minds.
StartupStorey’s 4-Step Process of Leads Generation through Cold Emails
Cold emailing is tricky but it’s a bit like asking someone out, when they don’t know you at all.
It’s extremely hard to get a yes, but if you’ve got game, you might actually bring them home.
The same goes with email prospecting. It’s all about communicating the adequate signals, right?
Tired of getting no response? I’ve got you covered with 4 simple steps:
#1 Customize Emails
Write an email with your unique proposition and get to the point quickly. Having a customized introductory sentence or two is useful in. You could have variant email bodies depending on the segment you are targeting.
#2 State your Objective
Let your subject communicate directly the purpose of your mail. Craft it well to catch the readers attention.
#3 Measure results
Lead tracking is an important step. You need to know what the receiver did once they opened you mail.
#4 Get a meeting
This is the gradual step towards speeding up the sales process. It can make your pitch more interesting and convincing. Intermediary follow ups then become an obvious step that I have jumped.
Proven Methods of Email Marketing
Dress to impress a.k.a. buff up that subject line
They say it’s the inside that counts. And while in real life bad looks may not be an immediate deal breaker, when it comes to a cold email, a bad subject line equals an unopened email.
No matter how good the content of your email is, if your subject line is not on point, you’re done, right there.
But don’t worry, here’s how to make your subject line irresistible!
Keep it short
Your cold email shall be concise and to the point
If your title is more than 45 characters long, it probably won’t fully appear in the main window of your recipient’s inbox. If may not be easy at the beginning but hey, constraints make us creative, right?
They don’t know you, and they’re probably busy.
Be smart, don’t waste their time with a foot-long page of information, you’ll have all the time to discuss that further down the road. For now, it’s all about getting attention and curiosity.
If you met that person in real life, you’d introduce yourself, tell them how you know about them, get to the point and probably exchange business cards. Use the same approach in your cold email. Be natural.
Get in their minds
Analyse your target. Because what works for others won’t work for them and vice-versa. What language do they respond to? What subject leaves them cold? And what are their interests, their fears? Make a list of useful notes before getting to writing.
Have you ever gotten an email from Neil Patel or Ramit Sethi? These guys are experts at personalization. One thing they do that still gets me all the time is that they put the first name of the recipient in subject line. You can even include the location. But don’t overdo it. Don’t be a stalker.
Lay out your Unique Selling Proposition
What you’re offering should be made clear from the get go. Don’t be clever, don’t be mysterious. Just lay it out clearly, in a way that appeals to them.
Make sure your subject line matches the content of your email. Obviously, misleading titles are a waste of time for everyone.
Avoid SPAM filters
Because it’s unsolicited doesn’t mean it’s SPAM, but you need to be careful about the words you use, like “cash”, “earn”, “$$$”, “casino”, the infamous “this isn’t a scam”…
Why Email Marketing Still Works
Email marketing is one of the main medium through which business communications takes place. The digital world is vast and there are various ways to generate leads.
Social media, search marketing, content market and numerous others have been prominent methods in the industry. But email marketing is still one the most effective method of generating leads.
Some of the key benefits of email marketing are mentioned below:
Email marketing has the potential to reach a wider audience. With smartphones in the picture, reaching clients has become even more easier.
Along with reaching a wider range of leads, you can also reach an audience that is niche. Therefore, a majority number of marketers integrate email marketing in their strategies.
Email marketing is an excellent source to educated your audience about your brand. It is a medium where you can provide them with information about your products and offers.
Through personalized content you can share insightful information.
Establish an interactive communication with your audience, which will help you create a long lasting relationship.
We have been trained to take some kind of action with the mail. Email is transactional which means through emails you can direct traffic to your website which can ultimately drive sales.
Main Takeaway for Email Marketing
Writing a cold email is more science than art. Just ask yourself what kind of email you would like to receive if you were in your recipient’s position. Also, remember to keep it short and to show them you did your homework before reaching out to them.
Using Facebook Ads to Generate Leads
Facebook Adverts are undeniably one of the most cost-effective forms of online advertising. Facebook gives you the opportunity to appear in the timelines of your ideal customers through targeting and location.
Imagine you’re a local accountant looking for new business.
With Facebook ads you can target small business owners with an interest in running a business, online accounting software and maybe some small business magazines or Facebook pages that they like. Then you can target their age and gender and also their location.
Simply advertise to them with a generic ‘Speak to us now’ ad, or you could give away a free eBook or whitepaper to help them… in exchange for their email address.
Once you have their data you can carefully approach them and add them to your sales pipeline and start to try and warm them up.
We will be writing more about this soon in the next article on Leads Generation.