Being Helpful to Generate Leads in the Digital Age
Marketing for Small Business
Brad Farris: Who is He?
In the good old days, generating leads was easy.
Do good work, get lots of referrals
There’s only one way to generate leads.
If a prospect sees that you understand their problem
they will believe that you can fix it.
The Resistance: Skepticism
The Antidote: Give Good Stuff Away
A2L Consulting
Ken Lopez
Internet Marketing is dumb!
They’re not my customers
Social is a waste of time...
Out of frustration, he gave it a try.
Sales process changed
The Process
Create interesting and valuable content
Get it in front of your target audience
Make compelling offers to capture leads
Qualify and close Sales
Big Picture Overview
Your Website = Home Base
Social Media = Embassies
Activities here drive traffic back to your website’s content and offers
Targeted Communities = Outposts
Communities rich with your target customers are perfect places to publish your content
Where are the Embassies and Outposts for my
industry?
Ask your prospects and customers...
What makes great content?
Now let’s break that down…
GOOGLE
CLIENT
? CRAPPY 1ST
DRAFT
INDUSTRY GROUPS
BLOG POST
BACKLINKSfrom other
blogs
How do I demonstrate helpfulness?
Repeat 10-20x
PRESENTATION
10-20 BLOGS EBOOKLANDING PAGE
LEADS
INDUSTRY GROUPS
BLOG POST
VIDEO SLIDESHARE
GOOGLE
BACKLINKSfrom other
blogs
When you give, Ask!
When they give, follow up
Thank You Page
Thank You Email
Additional (related) content
Call
This takes a lot of time...
Where should I invest?
Content Creation
Your Ideas
Your voice
You need to write a CRAPPY first draft.
Editing and final drafts
Making things “pretty”
Distribution
Your Job Delegate
The more things change...
...the more they stay the same.
If a prospect sees that you understand their problem
they will believe that you can fix it.
Thank You! Questions?
Brad Farris@blfarris
[email protected] x110