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How to Drive Leads to Your Agency
MEET OUR PANELISTS BERNARD SAN JUAN III General Manager
JOSHUA PIELAGO Product Manager
In 20 years, Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched and managed over 500 websites, and has run thousands of marketing campaigns.
Joshua is passionate about digital marketing, innovation, and product management. He is constantly working on finding the best, most effective way to connect businesses to their clients and vice-versa.
Connecting the Dots The ABCs of Effective Prospecting Selecting a niche, targeting the right vertical, building your network, and contacting prospects
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How to Have a Killer Agency Website
How to Drive Leads to Your Agency
How to Captivate Your Audience
Establishing a connection with your website and how to display proof of your expertise
Passively and actively driving leads to your agency and how we help you do it better
Nurturing leads, creating purposeful email campaigns and creating great marketing material
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How to Drive Leads To Your Agency
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Recap of The Elements of a Killer Agency Website • Human Connection
THERE’S MORE TO ENHANCE
• Social Proof
• Trust
• Proof of Performance • Visual Proof
• Expertise • Authority
• Lead Generation Mechanisms (Website Audit Widget + More….)
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Recap: Focusing on a Niche
YOUR BRAND
YOUR AUDIENCE
•
Choose a niche
• Research each prospect
•
Develop your unique selling proposition
•
Build social proof (your persona)
•
Research competitors
•
Develop Expertise
•
Their business
•
Their industry
The first step to converting more leads is focusing on a niche.
• Find their opportunities •
Increase revenue
•
Beat competition
•
Gain more market share
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Recap: Focusing on a Niche Immerse Yourself
EXAMPLE: Real Estate in Dallas •Industry News
•
Groups
•Google News •Google Alerts
•
•
Eventbrite for Events
LinkedIn Groups
•
Forums
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Discussion Overview It’s one of the biggest challenges for agencies of any size, new and old - getting new leads. Your agency can never stop developing its lead pipeline. 1. Passively Generating Leads 2. Actively Generating Leads 3. Communicate to Your Leads
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First, you need money… YOUR FIRST SALE IS LIKELY TO BE A “HANDSHAKE” SALE
The revenue from your first sale should be invested in marketing and generating more leads.
• Referral • Meet at industry event • Existing relationship • Within your social network
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Passively Generating Leads Inbound Marketing Putting relevant and helpful content on your website, social properties and anywhere else your target audience can be found to draw them to your product or service. A COMPREHENSIVE INBOUND STRATEGY INCLUDES THE FOLLOWING: • SEO • Content Marketing • PPC • Social Media (Organic/Paid)
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Passively Generating Leads SEO • Your content should be uniquely valuable to your niche for your site to rank. Leads from search have a 14.6% close rate compared to the 1.7% close rate of outbound marketing (ex: direct mail).
• More visibility, more traffic = more leads • Dive into Search Console and look at the queries that you’re getting; build content around these queries.
SOURCE: https://www.searchenginejournal.com/ 24-eye-popping-seo-statistics/42665/
• Update your content regularly. • How long it will take you to do your own SEO: 16 – 20 hours • Budget: $300 - $1000
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Passively Generating Leads Social Media • Choose a social media channel where most of your target leads are – primarily LinkedIn and Facebook • Social media ads and gated content as lead baits. • Join groups and share • Budget – Boost a post for $50
Use Facebook to create your target audience based on your niche and collected emails.
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Passively Generating Leads Content Marketing
• Build your content marketing playbook: Hero, Hub, and Hygiene • Create specialized content that serves the needs of your
Use resources like BuzzSumo to help with content ideation
leads • What type of content builds awareness? • What are the steps you do to stay in their face until they’re ready to buy?
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Passively Generating Leads PPC/AdWords • You can get started on AdWords for as low as $50 • Highly targeted • Remarketing – Google Display Network • Be there when your leads are ready to buy • Cheaper • Target a specific area (limit geo-target keywords from the beginning) • Budget
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Passively Generating Leads How to spend your first marketing dollars?
$150.00 Facebook/Remarketing
Can target Geolocation, Niche and more.
Get new leads Build social proof
Largest ad network
Stay top of mind
$300.00 $150.00 Google AdWords
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Passively Generating Leads Lead Magnets This is your test drive Offer something valuable to capture their email address.
EXAMPLES OF LEAD MAGNETS: • White Paper
• Cheat Sheets
• Site Audit
• Toolkits
• Free Consultation
• Guides/Tips
• Case Studies
• Infographics
Download the LEAD GENERATION KIT and use our white label lead magnets!
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Passively Generating Leads Lead Magnets HOW TO DESIGN A LEAD MAGNET 1. Identify the needs of your future leads •
No website
•
No social media
•
Not on relevant listings
•
Not ranking for keywords
Your site audit widget is the ideal lead magnet – instant value and you get exactly what you need from them
2. Provide a solution to the needs •
Web design portfolio
•
Social media
•
SEO analysis
•
Review audit
•
Competitor analysis
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Comparing Lead Generation Methods
INBOUND MARKETING
OUTBOUND MARKETING
(PASSIVE) is important for
(ACTIVE) is how you find leads
scaling your business and
for today.
finding leads for the future.
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Actively Generating Leads Outbound Marketing
ACTIVELY GENERATING LEADS REQUIRES YOU TO INITIATE CONTACT BUT YOU DON’T HAVE TO DO THIS EMPTY HANDED. 1. Search for a cold lead 2. Qualify the lead 3. Find common ground
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Actively Generating Leads Searching for a cold lead HOW DO YOU MANUALLY FIND LEADS IN YOUR NICHE? 1. Perform a Google Search for your niche + your location •
Example: Real Estate Dallas
2. Visit the website of each potential client •
Is it mobile responsive?
•
Does it provide value?
If you joined niche-related groups on social media and forums, perform similar evaluations for your fellow members.
3. Check social media for their page •
If it exists, is it claimed?
4. Check relevant listings for a presence •
If it exists, is it claimed?
•
Are reviews positive? Negative? Neutral?
5. Check for the contact information of the decision maker
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Actively Generating Leads Qualify the Lead
QUALIFY A LEAD BASED ON THEIR WEBSITE AND SEARCH VISIBILITY • Do they have a website? • Is it optimized for local search? • Are they ranking? • Is their website mobile responsive?
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Actively Generating Leads Qualify the Lead
QUALIFY THE LEAD BASED ON THEIR ONLINE PRESENCE • Do they have a LinkedIn profile? • Have they claimed their Facebook page?
How do they measure against their competition?
• Have they claimed their GMB listing? • Are they listed on other relevant listings? Yelp, YP, Bing, Apple
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Actively Generating Leads Find Common Ground
• Research the person/owner/contact • Determine what you have in common • Social circles
Leverage everything and anything you can find to establish a connection!
• Hobbies/interests • Background • Read their content so you are familiar with their brand
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Communicate to Your Leads COLD EMAILS/NEWSLETTERS • What types of emails can you send to nurture your leads? • Educational
Now that you speak their language, know their needs, and having something in common, it’s hardly a cold email your sending.
• Promotional • Content Marketing • Industry News • Create a schedule for your email sequences • Send emails with the appropriate time of day and at reasonable intervals to avoid spamming their inboxes
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Communicate to Your Leads
Set up a Calendly link or a scheduling tool that you can use in your emails.
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Wrap Up Focus on a Niche
Immerse yourself in a niche. Leverage your connections.
Passive Lead Generation
Invest in SEO but start with Facebook and Google Remarketing.
Active Lead Generation
Research your leads and focus on your qualified leads.
Communicate to your Leads
Personalize your cold approach by finding common ground.
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