Image

Archive for new business leads

Reverse Cold Calling

Reversing the cold call can create a warm call instead!!

When you change the dynamic of the cold call, to one where the prospect is CALLING YOU instead, suddenly the dynamic has changed and that impacts the interaction.

It is amazing what happens.  People are calling you back instead of answering the phone.

They want to KNOW why you called.  You have reversed the cold call.

Suddenly you are able to have a conversation about whatever it is that you have to offer.

It is still NOT a sales call.

Your MISSION —>>> (Should you decide to accept it!) is to GET THE NEXT APPOINTMENT.
That’s it.  What is the next step?  Identify that right now!  What do you want the person to do next?  Make another appointment.

For me, it is a 15 minute screen share.  Interested in learning this strategy — well, it takes 15 minutes.  Would you  like to schedule that?  I need you to be in front of your computer and have access to the Internet.  That’s it!!  That is my next goal.

So, what is yours??  This is part of your marketing strategy. Putting together each step and connecting them with your NEXT step.

With our Direct Voice Mail Messenger, I am leaving a personal voice mail message on the prospects phone. They are either calling me back AFTER listening to my message or they are calling me back WITHOUT listening to my message.  I have reversed the cold calling because now they are initiating the call.  And for the most part, it is a different experience.

What’s my next step —>>> a script.  Yes, a plan for what to say WHEN they call.  My goal on that call —THE NEXT APPOINTMENT — the screen share.

During the screen share — I need to have a plan for my next step. What is my goal there?  What is the NEXT STEP I want to happen?

Every single strategy that you use should be laid out like this. Step by step by step.

Have a plan. Use it, then tweak it, then use it again and tweak it again, until it is really working for you predictably.

Webinar: The Heart in Marketing

Join me on Tuesday March 21st at 1:00 PM (EST) for Heartfelt Marketing

Spend just 45 minutes with me as we explore key strategies for heartfelt marketing — connecting with your peeps or your tribe or people!!

Register below and I will send you the details!!




If you are like most small business owners that I know, then you find marketing to be one of your biggest challenges. HOW do you get more clients or customers? HOW do you stand out in the crowd of competitors?  HOW can your business succeed in this business environment?

You are NOT alone!! Tuesday we will spend some time exploring 6 strategies that can make a real difference to you!

I am sure that you are using some or maybe even all of these strategies, but are they working?  Are you getting new business leads?  Do you have ANY conversion?  Is it the strategy or is it HOW you are using it?  Is it making sense to your connections?

During the webinar we will be covering — yes, six strategies but we will also be looking at HOW to make them more heartfelt — more engaging.  Connecting with people — PEOPLE directly.

Reserve your seat and join me.  Can’t make it, sign up anyway!! I will get you the replay following the webinar!

PPC Advertising– The Primary Step In A SEO Marketing Campaign

ppc managementPPC IS A GREAT Strategy for New Business Leads

Typically, sites view seo and PPC marketing as exclusive marketing techniques. If you plan to pursue a major seo effort, a PPC project is a crucial early step.

PPC For Testing

Let’s say you have a website providing a product or service in the travel market. You’ve created a healthy spending plan and chose to opt for broke. Yep, you’re optimizing and trading links in an effort to go after keyword phrases with significant traffic and competition. For example, you’ve chosen to have a go at “Europe travel”, which has roughly 400,000 searches every month and significant competitors for high rankings. You invest 2 years trading links, adding material and so on. Miracle of miracles, you pop on to the first page of search engine result. You start buying your personal jet only to understand an extremely troubling thing. You are getting thousands of gos to, but couple of sales. After running calculations, you find the site is transforming at 1 in 10,000.

Houston, we have an issue.

A PPC project need to be made use of to test your site against keyword phrases before you spend the time and money on an seo campaign. The very best platforms to make use of for your campaign are Google Adwords and Overture. Yes, click fraud is a problem, however less so on these platforms.

After opening accounts and laying a charge card down at the PPC alter, you need to give some idea at to how you will check your keywords. Here’s a hint. The campaign must be developed to test the keyword expressions, not optimize sales. This might sound like a weird statement, but remember the purpose of the project. You are figuring out whether you have actually selected appropriate keyword expressions for the seo project. How does it all go wrong? (or hire a PPC Manager, to oversee your project and make sure it is set up correctly.)

With broad match, your advertisements are going to appear for your keyword phrase AND variations of the expression. Given that the advertisement is appearing on a variety of keyword expressions, the results can offer you an incorrect impression of the value of the primary keyword phrase.

Returning to our example, we begin a Google Adwords advocate “Europe travel” and use the default broad match choice. After a month, we are happy to discover the advertisements converting at 1 in 70. Having actually validated the keyword expression, we triggered on the long seo campaign. Are we actually sure about the validity of the keyword expression. Because Google has been known to seriously expand keyword phrases under the broad match alternative, how do we know that the real keyword phrase isn’t “European travel”? We don’t unless we take a few additional steps.

The initial step is to restrict the PPC ads by bypassing the broad match choice. Instead, you wish to limit the look of the advertisement just to look for the exact keyword phrase. In Adwords, this is known as the “exact expression” match. To designate it, you merely place brackets” [] around the keyword expression. Second, you need to track traffic originating from the advertisements. This can be done making use of tracking devices on your server or through the tracking alternatives provided by each PPC platform. Despite your choice, the resulting data will provide a much truer image of the value of the particular keyword expressions.

Absolutely nothing is more annoying then getting leading rankings, however miserable conversions. The only way to beat this issue is to test, test, test. Making use of PPC projects at the beginning of an Internet marketing efforts can save you a great deal of headaches later.

A PPC campaign should be made use of to test your site against keyword expressions prior to you spend the time and cash on an seo campaign. You are determining whether you have chosen proper keyword phrases for the seo campaign. With broad match, your advertisements are going to appear for your keyword phrase AND variations of the phrase. Given that the ad is appearing on a range of keyword phrases, the outcomes can give you a false impression of the value of the primary keyword phrase.

Considering that Google has been known to seriously expand keyword expressions under the broad match option, how do we understand that the real keyword phrase isn’t really “European travel”?

PPC Click Fraud

PPC is a GREAT Lead Generation Strategy BUT….You MUST Avoid Click Fraud

Click fraud is one of the most important issues amongst PPC advertisers. Even though search engines try to reduce the issue, people are concerned about click fraud.

Despite the fact that the major online search engine monitor click fraud, you can take specific procedures to assist them.

  • –Monitor your CTR (Click Through Rate). Try to find unexpected changes such as a sharp increase.
  • –Watch for modifications in conversion rates. If your advertising campaign normally converts at 2 percent, and it all of a sudden drops for no apparent reason, it may be a sign of click scams.
  • –Observe how rapidly you go through your day-to-day budget. If it used to take your business to go through your day-to-day budget plan in 10 hours, and now it just takes 4-hours, it could indicate click scams.
  • –Check your log files for suspicious IP addresses. Some PPC search engines offer IP address filtering.
  • –Monitor your make up traffic from unusual geographical areas. If you haven’t done it currently, turn on geo targeting.
  • –Scrutinize your conversion rate.

Market Research With PPC

PPC is a great device for screening. Let’s state you want to present a brand-new item, however you are uncertain about the name. After a brainstorming session, you might come up with a couple of prospective names. Then, you could establish a PPC campaign for each of the product names. Within a day you would have you own research task running. What secondhand to take weeks or even months, can now be done in a matter of days. Market research through PPC costs cash, but it is a lot less expensive than conventional methods.

Landing Page Strategies

Link to a landing page not your web page. For finest results you should have a landing page for each keyword you are bidding on. If the searcher ends up on your house page instead on the landing page for the item they are looking for, you are making the buying procedure more complex.

Excellent landing pages have the following qualities:

The factor is that you do not desire the visitor to click off the page. The only reason to have any navigation on a landing page is to assist with closing.

  • Pay unique focus on your link text. Individuals are more likely to check out links than routine text. Make sure the link is appealing and easy to check out.
  • Use the keywords throughout the page copy. If the searcher landed on your page after looking for “keyword a,” ensure “keyword a” is clear and loud throughout the page.
  • Don’t try to fit a book on your landing page. Individuals glimpse at web pages. Compose basic succinct copy. Leave adequate of white space to make it easy on the eyes.

Link to a landing page not your home page. For finest results you need to have a landing page for each keyword you are bidding on. If the searcher ends up on your house page instead on the landing page for the item they are looking for, you are making the purchasing process more complex. The reason is that you do not desire the visitor to click off the page. · Don’t try to fit a book on your landing page.

Building Your Lead Generation System

Having a Lead Generation System is KEY To Your Business Success.
lead generation system

Many small business owners fail to create a lead generation system that includes a lead capture system. Generating new business leads and then not capturing the leads info fails to be a system.

Whether you are doing newspaper ads, radio ads, or online marketing you still need a call to action that leads to your website that is a lead capture system.  The easiest way to do this is to have a call to action that has a compelling offer.  Typically that compelling offer is a free offer.  A report or white paper or tip sheet or video series are all ways that you can encourage visitors to opt-in.  The key is having something of real value that your prospect wants.

Once you have the prospects contact info — name and email, minimally, you can continue marketing to the prospect. This is your opportunity to continue to build your relationship and rapport with the prospect.

That marketing continues to guide the prospect in the buying journey.

Buyers want to do business with people that they know like and trust.  This is relationship building.

The relationship is you and your prospect.

Build it carefully.

Your lead system can bring new customers to your business that are eager to do business with you, because you have provided value, value, value.

Content is your pre-seller.  Craft your content or information to give your prospect and customer information that helps to solve their problem and keeps them coming back to you to work with.

Blogging and email marketing are two of the best ways to deliver content to your prospect.  These can also be syndicated to your social networks such as Facebook, Twitter, LinkedIn, etc.  The syndication brings in new traffic to your site, where people can see your call to action.

This is what becomes part of your system.

IF you just drive traffic without the system in place to capture the traffic into your system, then you are missing key leads, that are visiting and bouncing off of your site without a way to continue building the relationship.

Be sure to pick up my strategic marketing video training here:

Learn one of my most powerful marketing strategies with this 3 part video series:





Business Networking for Business Growth

business networkingNetworking as a business building strategy

Networking is a great business development strategy when done right! But many business owners fail to have a complete strategy for networking!  There are several keys that make networking work better!

Networking Key #1:

Messaging.  Have a compelling message and call to action when you do your 30 second or 60 second intro.  Many business owners say their name, their company and what they do, but they don’t say how they solve the prospects pain.  You need to get to the pain and leave some intrigue so that people will want to talk with you.  Your goal is to enter into a conversation!  When you have a compelling message — then people will walk up to you and say I need to talk with you!!  That is what you want. Check out the resources at Compass Rose Consulting and download the template for a highly effective elevator pitch.

Networking Key #2: Your Business Card

The second key is to have a business card that is a lead generation tool.  When you buy business cards you are buyiing your very own piece of advertising real estate.  BUT, many do not fully utilize that real estate.  Include a call to action on the back of the business card that people will want.  This is where you can add your special offer.  The offer should be an informational report that they can download from your website… which brings us to Key #3; but be sure to download the business card template on the resource page as well: CRC Resources

Networking Key #3: Landing Page With Offer

The business card is leading people to your website or landing page with a compelling offer on it.  A special report or informational report that the individual can download.  This gets the person on your mailing list and you now have the opportunity to continue to market to them. I have a template for the report on my site as well as the landing page.  A landing page is a 3 page website.  The page with the offer, the optin confirmation page and the thank you page.  The only thing that a person can do is to optin or leave.  Most websites are big branding sites that fail to have an offer on them or a way for people to be in touch other than a number and contact us form.  Neither of these work effectively.  When you add a compelling offer to the site, then you increase your leads and can work on converting leads to clients.

Networking Strategy Key #4

After the optin, you need an email marketing series that goes out to people automatically. This is called an auto-resonder. There are many great programs for auto-responders   – Aweber, Get Response, Zoho Campaigns etc.  Email follow up is the first step in your followup strategy.  But you need a follow up plan along with scripts for you and your staff.

The three steps for using networking effectively are also available in a video training series.  You can access the video training series from my Marketing Center.  I offer these videos for free at the marketing center on the home page.  The Entrepreneur’s Marketing Center itself is a comprehensive training resource that provides a one stop shop for marketing strategies with a focus on the five step profit formula.  Everything that we have put together guides you through putting a strategy into action for your business.  The resources from ads, to templates, to video training are all there to benefit the members.

Take the networking strategy and see if you are maximizing it for your business. Download the templates in the resource area — they are absolutely complimentary… and tweak what you are doing.  Let me know the results that you have.  If you need some help — schedule your mini marketing audit with me:  Meet With Donna

Using Business Cards To Generate New Business Leads

The Business Card Challenge!

Offline Marketing Success Strategy – Hand out your business card! BUT, BUT —>>> Make SURE You Have a Call to Action AND a Strategy!

Many business owners order business cards, then they never hand them out. Amazing isn’t it? Why waste money on business cards if you’re not going to use them. Even if they are the “free version” (which by the way you probably should not use those for anything anyway) you still pay postage, so why not give them out to appropriate people.

Business Card Design Mini Primer—

  1. Be sure your cards incorporates your brand
  2. Make it professional and memorable – being full color can make your card stand out. (I use an orange card with a compass – people remember it and keep it!)
  3. Use both sides – the back of the card is valuable real estate.  Send people to your free report or offer. Or get carried away and use a folded card.
  4. Include your contact details—your name, company name, address, phone, website and email address.
  5. Redesign it if it doesn’t seem to work for you! Download our business card template!

In order to make sure that you actually use these valuable marketing tools here are some rules to follow:

Keep them with you always — Get a nice carrying case, get one for your cards so they are simple to find in order to give out, and also get one to house cards given to you. If you have a nice case for both sets of cards people will be impressed that you’re not going to lose their card and will be less likely to ignore yours.

Insert one in every mailing — Every time a letter, a bill, or other information leaves your office or home put a business card in. Usually someone, a gate keeper, opens the mail and you never know when what your business card says will attract them.

Ask for other people’s cards — Always ask, in every chance meeting, if an acquaintance has a business card. There are two reasons: It gives you a chance to give them yours, and every contact you make, even if they’re not interested might know someone who is interested.

Give out two at a time — Give everyone you give a business card to, two cards, and ask them to pass the second one on if they ever have the opportunity. Tell them to write their name on the back and you’ll give them a discount off your service or you’ll know to send business their way too if they’re referring you. Tell them if they ever need more, just ask.

Talk to strangers — Always talk to people in front of you in line, or in back of you, or at the bookstore, or before and after meetings. These are always networking opportunities. Ask them what they do, and listen. They will ask you too, then, you can exchange cards.

Follow up — Once you’ve given and received cards make sure to follow up with them. Most cards have email addresses, send them a friendly email, which of course has your signature to your website. Likely they’ll click it, and join your mailing list if only out of curiosity at first. If appropriate don’t just say you’ll “do lunch” with someone you meet, actually do it. Likely it will have to be you that initiates it, so go to it.  Follow-up is where most business owners fall down.  They fail at the follow up.  Don’t miss this valuable step.

Be sure to check out my video about follow up plans:

 

Be creative — Lastly, try to create a business card that is creative enough that someone is interested when they read it. Today it is not very expensive to have very artistic and effective cards made that truly get the word across of what you do. Remember there is a front and a back to the card. This little card needs to help the receiver remember who you are and what you do for a long time.

The Business Card Challenge!

Now for the challenge – how many cards can you hand out in a day? In a week?  In a month?  Make a log and note who you give them to and how many go out.  Track it for a week and the increase the number by 20%, meet your challenge and the increase another 20%.  If you follow up with each of these new contacts you should see an increase in your business volume.

Challenge your friends and colleagues too!  Share the challenge and see WHO gives away the most!!

Come back and leave your numbers…

Think about it — you hand out 5 cards per day. That’s a total of 35 cards in a week.  If you have compelling offer that generates a 10% conversion rate — which is conservative, that’s 3.5 new leads per week.  If just one converts to a new client — that is 52 new clients per year from handing out your business card.  If your new client is worth typically $1000 per year —-(drum roll) –> yes, that is increased business of $52,000 per year.  That might be a high estimate for some, but for others that is low.

I talked with a business owner the other day that had an average client value of $4500.  Now if she adds one new client per week that is an increase of $234,000 per year.  You can see the value of handing out business cards.  But this only works if you have created a complete marketing strategy – Learn the complete strategy.

How To Write A Blog Post

The Anatomy of a Good Blog Post

Blogging is a key element in marketing, it is the HUB.

When you create a blog you can show case YOU. But you can also syndicate your content to other platforms such as your social media platforms: LinkedIn, Facebook, Twitter, Pinterest, Tumblr etc. Knowing HOW to write a blog post is key.

How to write a great blog post

Many business owners fear blogging. You don’t need to because you have a lot to say! Your knowledge and expertise is what you blog about.

Follow the blog post guide step by step to put together your first blog post and get your blog started.

Headline— attention grabbing– here is where you INTERRUPT. You need to get your readers attention.

Picture— you need to have a picture. People are more likely to read your blog and your syndicated posts if you have a picture. A great resource for pictures is: Dollar Photo Club You need to be sure that you can legally use the picture that you choose.

Intrigue— why do they want to spend time with you reading your post. Will they get what they need from it?

Compelling Content— this is where you get into the meat of the topic! There are different styles of blog posts or articles. Most folks will not spend a great deal of time reading a long rambling blog post.

Wrap Up and Call to Action— no you’re not in writing class but a quick wrap up is a good idea. It can wrap or be a brief summary up paragraph. It is also great to have a call to action at the end. The call to action is not a sales pitch. Mix it up– download my special report, leave your comments below, ask a question, schedule a laser coaching session, get my tips on XYZ …

Engage— reply to all comments both on your blog and social media. Thank people for commenting, answer questions etc. Add plugins to your blog that improve your social engagement– allow people to share your content, add related posts etc. Plugins can add all sorts of functionality to your blog.

It is where you send people back to from your social media to get more info or to read the entire blog article. Your blog is where the real meat is. You can share YOU, your expertise and your personality right there on your blog.

Not sure how to get going: Schedule a 10 minute laser coaching session to review and I will give you the quick start challenge to get you going!!

www.MeetWithDonna.com

Blogging Is Your Marketing HUB

When you create a blog you can show case YOU.

crc how to write a great blog
Blogging is a key element in marketing, it is the HUB.

You can also syndicate your content to other platforms such as your social media platforms: LinkedIn, Facebook, Twitter, Pinterest, Tumblr etc. Knowing HOW to write a blog post is key.

How to write a great blog post

Many business owners fear blogging. But you don’t need to because you have a lot to say! Your knowledge and expertise is what you blog about.

Follow the blog post guide step by step to put together your first blog post and get your blog started.

Headline— attention grabbing– here is where you INTERRUPT. You need to get your readers attention.

Picture— you need to have a picture. People are more likely to read your blog and your syndicated posts if you have a picture. A great resource for pictures is: Dollar Photo Club You need to be sure that you can legally use the picture that you choose.

Intrigue— why do they want to spend time with you reading your post. Will they get what they need from it?

Compelling Content— this is where you get into the meat of the topic! There are different styles of blog posts or articles. Most folks will not spend a great deal of time reading a long rambling blog post.

Engage— reply to all comments both on your blog and social media. Add plugins to your blog that improve your social engagement– allow people to share your content, add related posts etc. Plugins can add all sorts of functionality to your blog.

It is where you send people back to from your social media to get more info or to read the entire blog article. Your blog is where the real meat is. You can share YOU, your expertise and your personality right there on your blog.

Not sure how to get going: Schedule a 10 minute laser coaching session to review and I will give you the quick start challenge to get you going!!

www.MeetWithDonna.com

Knowing HOW to write a blog post is key. This will give you a lead generation platform.

Let me know what you think!  Leave your comments below!

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!!