Andrew Wilks Lead Generation Seminar Slides
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Transcript of Andrew Wilks Lead Generation Seminar Slides
www.Marketing2Profit.com
How to Generate Leads in Today’s Complex
World...
A New Marketing Mindset
Andrew Wilks
www.Marketing2Profit.com
Welcome!
• Who am I?
• Why aren’t we talking about existingcustomers?
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So why do we need new clients?
• New companies
• New sectors
• To avoid going backwards
Is it getting harder?
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Why is it getting harder
to generate leads?
• More competition
• We’re too busy
• ‘Opt-out’ mechanisms
• More media options
• Web 2.0
• Marketing overload
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So what can you do about it?
Some general principles...
1. Features Benefits Issues
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So what can you do about it?
Some general principles...1. Features Benefits Issues
2. You should not ignore online opportunities
3. We’re in the TV age – Audio visual content is key
4. Add value to create visibility and credibility
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7 Methods you may not be using
... Or not using to their full potential
Some may seem daunting...
But have a go...you’ll be surprised!
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1. How to Have Prospects Coming
to You as the Expert(s)
In B2B, people buy from people they know
and trust...
We’re in the information age, where knowledge = power & success
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1. (cont.)
Add value...• Newsletters – but ONLY if you add real value
• Blogs, articles
• Be more creative! Here are some examples...
o Separate information website and White Paper/ Seminar CD
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www.Marketing2Profit.com
www.Marketing2Profit.com
1. (cont.)
Add value...• Newsletters – but ONLY if you add real value
• Blogs, articles
• Be more creative! Here’s some examples...
o Separate information website and White Paper/ Seminar CD
o Write a book
o Make a CD
o “How to” video on YouTube and your website
www.Marketing2Profit.com
1. How to have Prospects Coming
to You as the Expert(s)
Resources
Writers: www.elance.com
ISBNs: www.nielsenbook.co.uk
Book printer: www.think-ink.co.uk
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1. How to have Prospects Coming
to You as the Expert(s)
Any questions?
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2. Generating Leads from Your
Website
• How many leads does your website generate?
• Visitor statistics
• KPIs – Visitors & Leads
• Make lead generation an objective
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3 Steps for Website
Lead Generation
1. Get seen when someone searches
2. Drive people to your site
3. Convert visitors into prospects
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How to get your site seen
• Google Adwords
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How to get your site seen (2)
• Google Natural Listings
– 3 steps to get on page 1of Google
1. Keyword research (Use Google Adwords
Keyword tool)
2. Follow basic SEO techniques
(www.monkeydesignhouse.com)
3. Submit site to Google and create inbound links
(www.google.com/webmasters/)
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4 steps to convert visitors to leads
1. Be customer focused
2. Have a ‘call to action’ on every page
3. Offer useful info, in return for contact details
– Newsletter
– Brochure or catalogue
– “How to” Guides
– Articles / White Papers
– Downloads/CDs / DVDs
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4 steps to convert visitors to leads
4. Use audio & Video to get attention and ‘face to face’ time
"Vopres.com Website"
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2. Generating leads from your website
ResourcesWeb designers ...
Simon Cross www.consult-x.com
Alec Butler www.tonicfusion.co.uk
Phil Mason www.hypestudios.co.uk
Google Adwords Specialist ...
June Cory www.mymustard.co.uk
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2. Generating leads from your website
Any questions?
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3. Play to Win
Do you know Clinton Swaine
or Frontier Trainings?
His philosophy is that we retain better what we
learn through games...
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Let’s have some fun!
• Pair up with someone (NO 3s allowed)
• Decide who will be ‘A’ (for Amazing) & who will be ‘B’ (for Brilliant)
• ‘A’s pull out largest £Note you’ve got, & give it to ‘B’s
• ‘B’s put the money somewhere out of sight
• ‘A’s, please leave the room
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All ‘A’s please leave the room!
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‘B’s Briefing
• ‘A’s MUST ASK 6 Times for their money
• Ignore non-business requests
• Say ‘No’ to the first 5 requests
• Say ‘Yes’ on 6th Request, hand over the money & be silent ...for the sake of everyone else
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Rules for ‘A’s
• Do NOT touch your partner
• Do NOT touch your partner’s stuff
• You cannot ask anyone else to touch your partner or their stuff
• You have 5 minutes to get your money back
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What are the lessons?
• Do we get what we want first time?
• Does getting angry/sulky help?
• Is begging a good idea?
• Don’t take rejection personally
• It takes 5-7 points of contact to close a sale
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What will you take away?
Stay focused!
Persistence pays!
Keep it simple!
Ask 6 times for exactly what you want!
For more info visit
www.frontiertrainings.com/playtowin/uk
(Leaflets at the back)
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4. 6 Tips for Networking Success
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4. 6 Tips for Networking Success
1. Hone your ‘elevator pitches’
• Have different lengths
• One liner
• One minute
• Summarise how clients benefit
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Networking Success
2. “How’s business?”
• What shouldn’t you say?
• Be positive & follow up with a story– Memorable & ‘pass-on-able’
– Real & relevant
– Short & showing how you help
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Networking for Success
3. Go to different groups / events
• Keep it fresh
• Meet new people
• Broaden your network
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Networking for Success
4. Follow up
• Send them
• An email
• Some useful information
• A LinkedIn invite
• Add to your database
• Meet for a 1:1
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Networking for Success
5. Who to talk to?
• Those on their own
• Pairs not engaged!
• Don’t get stuck...introduce them to others
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Networking for Success
6. Be specific
• Be clear about the type of client you want
• Be bizarrely specific about who you want to meet
• Let’s test this out!
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4. Networking for Success
Some useful resources
Book: “...and death came third!”
By Andy Lopata & Peter Roper
Trainer/Speaker: Rob Brown
www.rob-brown.com
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4. Networking for Success
Any questions?
www.Marketing2Profit.com
Resources to grow your business
• 5-Step Profit Formula
• Templates, case studies and ideas
• 30 hours of inspirational video
• 52 Book summaries
30-Day TEST DRIVE for £2.95
www.Marketing2Profit.com
Let’s take a break!
10 minutes of networking opportunity...
Speak to someone new!
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5. Using Social Media
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• Business not ‘social’
• Online networking
• 3m+ users in the UK...60m+ worldwide
• Growing fast...95K NEW users per month
• Average user = 41yrs old, with 15 years experience
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LinkedIn – How it works
Your network consists of 3 Tiers
You
1st
2nd
3rd
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Why use LinkedIn?
• Research your prospects
• Find additional networking opportunities
• Raise your profile
• Demonstrate your capabilities
• Reassure potential clients
• Identify and make contact with new prospects
• Create back links to your website
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5 Steps to Generate Leads
1. Build your profile
• Picture
• Headline (both lines – what you do/how
people benefit)
• Link with Twitter
• Use the Apps to add Powerpoint and Video
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Mark Williams LinkedIn Page
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5 Steps to Generate Leads
2. Get connected• As many as possible
• Use the tools to start with your existing contacts
• Add as you go along (eg after networking)
• Use Outlook tool
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5 Steps to Generate Leads
3. Join Groups
• Post news items
• Send & respond to discussion topics
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5 Steps to Generate Leads
4. Recommendations
5. Search for individuals & companies
• By name
• By keywords
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Social Media Resources
• My notes on “5 Simple Steps for Lead Generation using LinkedIn” (email me)
• Join Netlinked to combine face-to-face and online networking + LinkedIn training
• Mark Williams (Workshops)
• Social Media Expert: Adam Gray www.grayuk.com
• Social Media Monitoring: www.radian6.com
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LinkedIn/Social Media
Any questions?
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6. Prospect Research
• Why?
– To identify killer headlines and email subjects
– To discover great USPs
– To establish your prospect’s ‘hot buttons’
– To generate leads
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Prospect Research
• What do you ask?
– Likes/dislikes with current providers
– Frustrations with the sector
– Current challenges
– Concerns when choosing
– What’s important
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Prospect Research
• How?
– Letter
– Phone (You or someone else)
– Online
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Prospect Research
• Response incentives (Cost of leads)
– None
– Prize draw
– Vouchers/Donation to charity
– Something of value/use to them
– Experience what you do
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Prospect Research
Some examples...
• Caterer...bowl of fruit (hand delivered)
• Laboratory... (half a day’s free use)
• Consultancy... Free report/audit
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Prospect Research
Online Resources
• Surveymonkey.com
• Questionpro.com
• Constantcontact.com
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7. Telemarketing & ‘..inars’
• Telemarketing = conversations
– Ideal for higher value transactions
– Cost = £100 - £150 per appointment
– Have a compelling call to action/hook
– Don’t wait months for an appointment –
3 days is enough
– Take care...Shop around
– Try PDT www.pdtlimited.co.uk
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7. Telemarketing
Examples:
• Employee research co.
• Legacy conversion software
• E-Learning content development
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Seminars
• Great way to get key prospects
• Provide useful information on ‘hot’ topics
• Make content compelling when promoting
• Share with another company
• Have something they can buy at the end
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Webinars & Teleseminars
• Webinars let people watch and listen at the same time
• Teleseminars let people hear the speaker and ask questions (usually at the end)
• Both let you add value and demonstrate your expertise
• Have a call to action (eg. free audit)
www.Marketing2Profit.com
7. Telemarketing & ‘..inars’
Resources
• How to run Seminars – markanastasi.com
• How to run Teleseminars – clientmagnets.com
• Teleseminar hosts – powwownow.com
- conferencegenie.co.uk
• Web/Tele seminar host – gotomeeting.com/uk
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7. Telemarketing & ‘..inars’
Any questions?
www.Marketing2Profit.com
Resources to grow your business
• 5-Step Profit Formula
• Templates, case studies and ideas
• 30 hours of inspirational video
• 52 Book summaries
30-Day TEST DRIVE for £2.95
www.Marketing2Profit.com
Need Help with Your Marketing?
For those looking for practical help to build a cost-effective process for lead
generation...
Call 01727 370077 or email [email protected]
www.parkerwilks.co.uk
www.Marketing2Profit.com
Thank you!
• Feedback forms
• Video testimonials
• Pictons announcement
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Stay and network!
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3 Secrets for Generating more
Business from Existing Clients
• Regular communication
• Strategies for increasing average transaction value and frequency of purchase
• Taking steps to “Wow” customers