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Archive for List Building

Strategy vs. Tactics in Marketing

Lead GenerationHave you developed a suite of marketing tactics or have you developed a strategic marketing plan?

Many, many business owners have strung together a bunch of marketing tactics.  They think it is strategic but they don’t fit together well and they don’t work strategically.

A marketing strategy should take a prospect through a process that first gets their attention, then educates and guides until they have reached the point that they WANT to buy from YOU because they see YOU as the person that has what they need.

But when you decide to start using a new tactic without thinking through the entire process of the buyer, you will most likely fail. The tactic will be blamed as ineffective and you will not see the results that you want.

It is vital that strategic marketing be well thought through.  You should NOT be calling the newspaper to run an ad without a well thought out strategy for what people will do when they see your ad.

I was talking with a business owner just the other day that said — ‘well, I just want brand recognition’.  That is great for Coke or Pepsi or McDonald’s, but most small business owners cannot afford to do just brand recognition.  They need to do lead generation and lead conversion.  Brand recognition takes a lot of money. Using a tactic for brand recognition without a strategic system for lead capture is sure bankrupt many a small business owner.

But — with the right strategy you can make an ad work for you.  Marketing is not a puzzle — but it does have a lot of pieces to it and they need to be strategically put together.

The newspaper ad — needs to have a call to action!  That call to action takes the prospect somewhere — you need to think this through. The call to action should NOT be “Call ME!”.  That just is not realistic.  What is a good call to action?

A strong call to action has a lead capture system built into it.  It compels the prospect to give to you their name and email (minimally) and in exchange you provide something of value to the prospect.  Most commonly — this is a landing page with an offer of a free report/video series/tip sheet/white paper…etc.  It is too early to jump to the free consult.  And the offer needs to be compelling.  The lead capture form needs to be automated. You do not want to be manually sending out free reports to people. Using a service such as Aweber, Get Response, Mail Chimp or Zoho provides this to you.

Once you have captured the lead, then you have the ability to continue to follow up with people.  Auto-responders can provide a great deal of follow up for you, automatically.  Eventually, you do want to be talking with the prospect.  When depends on you and your business.  But when you do — this needs to be thought out also. What is the goal of the conversation?  How can you guide the lead to that goal?  Using a script to do this increases your conversions.  Just winging it and hoping that each of your staff do the same is likely to decrease your conversion rate.  When you script out the call or the office visit or the webinar then you are thinking the entire process through.  You aren’t forgetting a piece.

Throughout the process you need to be tracking what worked and what didn’t. If there is a step that doesn’t work — then refine it.  Do not give it up.  Revise and refine to get it right.

Take a few minutes to look at your strategies — are they well thought out?  Is there a system in place?  Have you put scripts in place for your staff?

Join the webinar this Thursday to learn what you are probably doing wrong in your marketing:

JOIN THE WEBINAR: Everything You’ve Learned About Generating Leads is Wrong!!

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.

Generating New Leads: Creating a Reliable System

Lead Generation is a Key to Building a Thriving Business

Entrepreneurs need new leads coming into their business regularly.  Leads or prospects are what turn into customers.  Customers, of course, are the life blood of business.  But what many business have not mastered is the art of creating a reliable system of generating new leads.

There are many lead generation strategies that can be used.  The first step is to systematize your approach.  By creating a system you can track your results more easily.

 

First, identify the Lead Generation approaches you will use:

  1. Networking (List the groups that you network with)
  2. Speaking
  3. Tele-Seminars/Webinars
  4. Social Media:
    1. Facebook
    2. LinkedIn
    3. FastPitch Networking
    4. E-Cademy
    5. MySpace
    6. Twitter
    7. Merchant Circle
    8. Niche Specific Groups/Forums
  5. Forums
  6. Local Government Records
  7. Writing Articles
  8. Natural Networking through your personal contacts, church, clubs or other organizations, where does natural networking happen for you.
  9. Trade Shows
  10. Website
  11. Email Marketing
  12. Referrals/Word of Mouth
  13. Internet Advertising
  14. Cold Calling
  15. List Buying
  16. Coffee Meetings
  17. Joint Venture or Affiliate Referrals
  18. Advertising (Print, Radio, Television, Cable TV, Info-mercials)

 

Second create your process for the approach or strategies that you select.  Write out the process so that you can follow each and every time.

Implement each step of the process and track each new lead and contact.

Develop a strategy for what happens with a lead once you have the lead.  What are the follow up steps that you follow?  Document at what point a lead becomes a customer.  Does the process happen predictably?  Evaluate your process and make determinations about what is and is not working.  Make necessary revisions to the process to maximize your results.

When you have a predictable process for generating new leads and converting those leads into clients or customers, THEN, you have a business that you can grow at a rate that you desire.  In essence you can turn the water on and off, or up and down.

You don’t want a pipeline that is overflowing and unmanageable.  That is a waste of time and money. Save the money and the time for when you need the new leads and your business can handle them.

Systematizing your operations gives you a stronger foundation for growth.  When the systems are in place and working well, then you are able to add staff, train staff easily or outsource tasks.  When everything is stored in the head of the owner it makes it very difficult to grow the business in the way that you desire.

Creating a System for Generating Leads

Entrepreneurs need new leads coming into their business regularly.  Leads or prospects are what turn into customers.  Customers, of course, are the life blood of business.  But what many business have not mastered is the art of creating a reliable system of generating new leads.

There are many lead generation strategies that can be used.  The first step is to systematize your approach.  By creating a system you can track your results more easily.

First, identify the approaches you will use:

  1. Networking (List the groups that you network with)
  2. Speaking
  3. Tele-Seminars/Webinars
  4. Social Media:
    1. Facebook
    2. LinkedIn
    3. FastPitch Networking
    4. E-Cademy
    5. MySpace
    6. Twitter
    7. Merchant Circle
    8. Niche Specific Groups/Forums
  5. Forums
  6. Local Government Records
  7. Writing Articles
  8. Natural Networking through your personal contacts, church, clubs or other organizations, where does natural networking happen for you.
  9. Trade Shows
  10. Website
  11. Email Marketing
  12. Referrals/Word of Mouth
  13. Internet Advertising
  14. Cold Calling
  15. List Buying
  16. Coffee Meetings
  17. Joint Venture or Affiliate Referrals
  18. Advertising (Print, Radio, Television, Cable TV, Info-mercials)

Second create your process for the approach or strategies that you select.  Write out the process so that you can follow each and every time.

Implement each step of the process and track each new lead and contact.

Develop a strategy for what happens with a lead once you have the lead.  What are the follow up steps that you follow?  Document at what point a lead becomes a customer.  Does the process happen predictably?  Evaluate your process and make determinations about what is and is not working.  Make necessary revisions to the process to maximize your results.

When you have a predictable process for generating new leads and converting those leads into clients or customers, THEN, you have a business that you can grow at a

Creating a System for Generating Leads

 

Entrepreneurs need new leads coming into their business regularly.  Leads or prospects are what turn into customers.  Customers, of course, are the life blood of business.  But what many business have not mastered is the art of creating a reliable system of generating new leads.

 

There are many lead generation strategies that can be used.  The first step is to systematize your approach.  By creating a system you can track your results more easily.

 

First, identify the approaches you will use:

  1. Networking (List the groups that you network with)
  2. Speaking
  3. Tele-Seminars/Webinars
  4. Social Media:
    1. Facebook
    2. LinkedIn
    3. FastPitch Networking
    4. E-Cademy
    5. MySpace
    6. Twitter
    7. Merchant Circle
    8. Niche Specific Groups/Forums
  5. Forums
  6. Local Government Records
  7. Writing Articles
  8. Natural Networking through your personal contacts, church, clubs or other organizations, where does natural networking happen for you.
  9. Trade Shows
  10. Website
  11. Email Marketing
  12. Referrals/Word of Mouth
  13. Internet Advertising
  14. Cold Calling
  15. List Buying
  16. Coffee Meetings
  17. Joint Venture or Affiliate Referrals
  18. Advertising (Print, Radio, Television, Cable TV, Info-mercials)

 

Second create your process for the approach or strategies that you select.  Write out the process so that you can follow each and every time.

 

Implement each step of the process and track each new lead and contact.

 

Develop a strategy for what happens with a lead once you have the lead.  What are the follow up steps that you follow?  Document at what point a lead becomes a customer.  Does the process happen predictably?  Evaluate your process and make determinations about what is and is not working.  Make necessary revisions to the process to maximize your results.

 

When you have a predictable process for generating new leads and converting those leads into clients or customers, THEN, you have a business that you can grow at a rate that you desire.  In essence you can turn the water on and off, or up and down.

 

You don’t want a pipeline that is overflowing and unmanageable.  That is a waste of time and money. Save the money and the time for when you need the new leads and your business can handle them.

 

Systematizing your operations gives you a stronger foundation for growth.  When the systems are in place and working well, then you are able to add staff, train staff easily or outsource tasks.  When everything is stored in the head of the owner it makes it very difficult to grow the business in the way that you desire.

 

 

 

rate that you desire.  In essence you can turn the water on and off, or up and down.

You don’t want a pipeline that is overflowing and unmanageable.  That is a waste of time and money. Save the money and the time for when you need the new leads and your business can handle them.

Systematizing your operations gives you a stronger foundation for growth.  When the systems are in place and working well, then you are able to add staff, train staff easily or outsource tasks.  When everything is stored in the head of the owner it makes it very difficult to grow the business in the way that you desire.

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.