10 Tips for Effective Lead Generation

Presented by:Cheryl Strege, President, The Partner Marketing GroupCheryl@ThePartnerMarketingGroup.com

10 Tips for Effective Lead Generation

• The Basics:

– No set “formula”, no “one size fits all”

– More than 10 tips

– High level content today

– Can contact me or The Partner Marketing Group for a “deep dive” into topics

Tip #1: Have a plan!

• 7 Step Marketing Plan1. Develop your “elevator pitch”

2. Who is your target customer and what are their pain points?

3. Define how you solve their pain and provide value.

4. Establish objectives.

5. Schedule your marketing tactics/campaigns.

6. Determine your budget and set ROI goals.

7. Analyze results and adjust.

Tip #2: Be relevant

• Don’t try to be “all things to all people”. If you’re an expert on manufacturing, focus your message on that expertise.

• Tailor your message (content) to what the prospect needs, not what you want to sell them.

Tip #3: Be consistent

• “Nurture”, “Relationship”, or “Drip”

• Be there when they’re ready to buy. Is it now or (much) later?

• Example: My red sports car

Tip #4: Be where they are

• LinkedIn and other social media

• Industry associations– Ex: Beverage mfg - http://www.ameribev.org/

• Industry events, conferences, tradeshows

• Industry specific web properties

• Business associations– Chamber, SBA

Tip #5: Reach out in multiple ways

• Everyone consumes information in their own way…

–Email

–Telemarketing

–Direct mail (dimensional or bulky)

–Self-serve (website, blogs, social)

Tip #6: What’s Your Offer?

• Include a call-to-action (offer) on your personal profile, your company profile, your group, your website, and especially in your marketing campaigns:

ChecklistsHow to GuidesTips & Tricks PPTAn articleAn upcoming event

Tip #7: What’s on Your Website?

• Is your content fresh?

– Product names and versions updated?

– Removed the old events and added new ones?

– Are there “actions” (offers) on your website?

• Download

• View

• Register

• Is your content interesting, engaging, and does it talk about their needs?

• Click• Opt-in • Contact you

Tip #8: Be Yourself

• Be unique – add a video to your profile.

• Be sure to include your photo!

Tip #9: Socialize!

• Use social media

Why LinkedIn?

LinkedIn generated the highest visitor-to-lead conversion rate at 2.74% - almost three times higher than both Twitter (.69%) and Facebook (.77%).

The visitor-to-lead conversion rate means the percentage of website visitors who took some action to become a lead such as download a white paper.

A recent study of over 5,000 businesses conducted by Hubspot.

Another Reason to Socialize• Your customer base is already there!

• Share relevant info:

– Customer events

– Training sessions

– Product updates/upgrades

– Opt into your customer newsletter

– Promotions/discounts/specials

• Make the group “private” to prevent competitors from joining.

Tip #10: Did You Ask…?

• Referrals!

– Most qualified prospects, close in the shortest amount of time.

– Accelerate referrals! If you have a targeted list of accounts, search LinkedIn to see if your contacts are connected to your list of targets.

– Ask for an introduction.

What Puts You Ahead of the Competition?

1. Plan

2. Be relevant

3. Consistency is key

4. Be where your prospects are

5. Use multiple ways to “touch” them

6. Offers

7. Drive to website

8. Be unique

9. Socialize

10. Referrals

We are…

• The Partner Marketing Group– Marketing consulting & services firm

– Specializing in working with technology organizations such as Intacct, Sage, and Intel channels

• Have people resources– Virtual marketing director, program managers, etc.

• Have services– E-newsletter content program, customer case studies, ghost

writing of blog posts, website content, campaign development, offers, marketing plan creation, and more.

Questions?

Visit my profile at http://www.linkedin.com/in/cherylstrege

to get a copy of this presentation!

Cheryl@ThePartnerMarketingGroup.com

www.ThePartnerMarketingGroup.com

605.574.9432