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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 existing
customers?


So why do we need new clients?

• New companies
• New sectors
• To avoid going backwards

Is it getting harder?


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


So what can you do about it?
Some general principles...

1. Features Benefits Issues


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


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!


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


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


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


1. How to have Prospects Coming
Resources
Writers: www.elance.com

ISBNs: www.nielsenbook.co.uk

Book printer: www.think-ink.co.uk


1. How to have Prospects Coming

Any questions?


2. Generating Leads from Your
Website
• How many leads does your website
generate?
• Visitor statistics
• KPIs – Visitors & Leads

• Make lead generation an objective


3 Steps for Website
Lead Generation
1. Get seen when someone searches
2. Drive people to your site
3. Convert visitors into prospects


How to get your site seen
• Google Adwords


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/)


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


4 steps to convert visitors to leads

4. Use audio & Video to get attention and ‘face to face’ time

"Vopres.com Website"


2. Generating leads from your website

Resources
Web 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


2. Generating leads from your website

Any questions?


3. Play to Win

Do you know Clinton Swaine
or Frontier Trainings?

His philosophy is that we retain better what we
learn through games...


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


All ‘A’s please leave the room!


‘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


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


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


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)

4. 6 Tips for Networking Success


4. 6 Tips for Networking Success
1. Hone your ‘elevator pitches’

• Have different lengths
• One liner
• One minute
• Summarise how clients benefit


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


Networking for Success
3. Go to different groups / events

• Keep it fresh
• Meet new people
• Broaden your network


4. Follow up
• Send them
• An email
• Some useful information
• A LinkedIn invite
• Add to your database
• Meet for a 1:1


5. Who to talk to?
• Those on their own
• Pairs not engaged!
• Don’t get stuck...introduce them to others


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!


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


4. Networking for Success

Any questions?


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


Let’s take a break!

10 minutes of networking opportunity...

Speak to someone new!


5. Using Social Media


LinkedIn
• 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


LinkedIn – How it works
Your network consists of 3 Tiers

1st
You 2nd
3rd


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


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


Mark Williams LinkedIn Page


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


3. Join Groups
• Post news items
• Send & respond to discussion topics


4. Recommendations

5. Search for individuals & companies
• By name
• By keywords


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

LinkedIn/Social Media

Any questions?


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


Prospect Research
• What do you ask?
– Likes/dislikes with current providers
– Frustrations with the sector
– Current challenges
– Concerns when choosing
– What’s important


Prospect Research
• How?
– Letter
– Phone (You or someone else)
– Email
– Online


Prospect Research
• Response incentives (Cost of leads)
– None
– Prize draw
– Vouchers/Donation to charity
– Something of value/use to them
– Experience what you do


Prospect Research
Some examples...
• Caterer...bowl of fruit (hand delivered)
• Laboratory... (half a day’s free use)
• Consultancy... Free report/audit


Prospect Research
Online Resources

• Surveymonkey.com
• Questionpro.com
• Constantcontact.com


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


7. Telemarketing
Examples:

• Employee research co.
• Legacy conversion software
• E-Learning content development


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


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)


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



Any questions?


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
andrew@parkerwilks.co.uk
www.parkerwilks.co.uk


Thank you!

• Feedback forms
• Video testimonials
• Pictons announcement


Stay and network!


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


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Andrew Wilks Lead Generation Seminar �ݺ�ߣs

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