Lead Generation Secrets?

I’m sorry, but there aren’t any ’secrets’ getting more leads flooding in from your website.  Not any more.

But there are lead generation principles, concepts and tactics that are continually evolving.  This stuff needs to be tested, tweaked and tried.

And that’s what we’ve been doing for over five years now.

Stick around and read this article if your business is based on a requirement to ‘talk’ to your customers or clients before they buy from you. An example of this might be a real estate agent, a trades-person or a lawyer.

After reading this, you just might pick up some lead generation ideas or have an epiphany that could spark you to take action.  Who knows, you may even contact us for help that could lead to a flood of new enquiries to your email inbox.

Wouldn’t that be lovely?

Lead Generation Concepts

Let’s strip this down this whole subject of lead generation and focus on the fundamentals.  When you understand the basics it makes a lot of sense.

Fundamental #1:

Online Lead Generation needs to form part of an overall maketing strategy.  For example the strategy to attract leads for a nationwide mortgage broking company will be different from a reseller of an online CRM product.  If you need help to get your head around a strategy for your business, or industry, just drop me a line, I give strategy ideas free of charge.

Fundamental #1:

You need to work out what’s happening online with your market.  Forget about building pretty websites! I reckon research this is where 80% of the hard work and time should be spent.  It includes researching your online competitors (including their rankings in Google), keyword research to ascertain whay your prospective searches are actually looking for online, and spotting trends in the market.

But here’s the kicker…many times companies THINK they know the answers to these questions.  A lot of the time they don’t.  Why?  Because most businesses don’t think like their customers.  Familiarity cements certain attitudes including arrogance and denial.  Usually a third party specialist like us helps businesses to gain clarity.

Fundamental #3:

There’s a saying that I love, “Don’t fish where the fish are, fish where the hungry fish are feeding!” This means you should target or theme your website structure around this principle.  Often, this might mean developing a network of websites (following ethical guidelines), that target different ‘world views’ of your different markets.

An example of this, if you were a plumber,  might be setting up a ’splash page’ (landing page) specifically for people who want to upgrade their hot water cylinder to solar as well as a separate splash plage for those wanting a heat pump installed.  Make sense?

Fundamental #4:

Use search engine optimisation (SEO) to drive ‘free traffic’.  Did you know that there are still tons of massive opportunity in New Zealand for SEO and lead generation?  The fact is, it’s not really that competitive.  I feel sorry for so-called lead generation companies who don’t know squat about SEO.  Their clients have to work really hard to get traffic…and most of the time it costs them (think adwords and advertising).

Fundamental #5:

Set up your site or landing pages to take into account certain known principles of conversion.  These include working out your site’s objective/s.  Is it to get the visitor to give us their email address, buy something or sign up to something (RSS, blog or newsletter).

Making sure the features of your site follow certain principles relating to how the eye travels  and reads a website is also a basic rule…and there are a few others.

Fundamental #6:

Permission marketing is the ongoing relationship (your database) that you have with your customers or subscribers.  There are effective tools and email marketing methods that are now proven and low-cost.  Setting up these systems and getting the right advice about content, copy and tactics to increase sales from this very important aspect is critical.

Get it right, and it will be a goldmine that keeps producing.

Fundamental #7:

The right copy is critical.  What we’re actually doing is ’selling’ our visitors the idea of giving us their permission to communicate with us.  That’s all lead generation is , after all. Words evoke emotion, and emotion causes action.  The right things include a catchy headline, a focus on benefits (forget the platitudes) a great offer or reason to act and other factors.  You can find other tips and information about sales copywriting on this site.

Fundamental #8:

You can’t improve what you can’t measure, so having the right web analytics or statistics is so important.  Today there are some great free tools from Google as well as other products that do a similar thing.

But it’s the basic stuff that you want to know, like:

• How many site visitors?
• How many took action (conversion)?
• Length of time on different pages (measures effectiveness of copy and content)
• Entry page/exit pages
• What sources (search engine traffic, referring sites)

And a few more…

Lead Generation: Getting Started

If you’re looking to start lead generation and it’s a relatively new thing to you, you have a few options.  Let’s look at them now.

DIY

If you have a small or no budget, then you can try to do it yourself.  I don’t discourage anyone from learning new skills…but a warning: Are you really prepared to commit hundreds or thousands of hours learning about this stuff, or do you just like the idea of it?  If you want to get into the DIY, I say go for it!  But you’ll need an absolute passion and interest.

If you decide to do it, there are tons of sites available to help you learn this craft.

If you’re a business with no budget and you see lead generation as a way to grow, but you have no passionate interest in the subject, then I say go find the money and talk to a professional.  The money and time you save will be beyond belief.

Get Your Web Designer to Do It

What is the main work that your web designer does?  If it’s web design, then as a rule stay away from getting them to help you with lead generation.  Sure, there are some exceptions, but generally web designers don’t usually make good marketers…most of them are crap at getting leads for themselves, imagine what they’ll do for you?

However, if your web designer is an SEO specialist, copywriter and performs lead generation as the MAIN thing they do (like you know who), then talk to them.

But ask to see proof.

Talk to a Lead Generation Specialist

There are a few of us around now.  I like the competition and the fact that the internet  marketing is now finally gaining some traction and credibility.

A lead generation specialist will cover off all of the fundamentals above.  But be careful.  Make sure you see some proof and make sure you speak to client references.

Not all lead generation companies are created equal.  Some are tired web designers who can’t sell.  Salesmanship is a vital part of lead generation.  Some can’t show you top Google SEO results either.  Sure, they might be able to rank high for “lawyers in Auckland City who specialise in getting drunk”, but when it comes to super-competitive keywords like “‘Family Trusts” (yes, GRA.co.nz is one of our clients), most can’t deliver.

Talk To Us

Let us help you with your business or project.  Right now, we’re offering a free strategy meeting by phone, in person or Skype – with no hard-sell.  You’ll get ideas, information and proof…at no obligation.

We can’t guarantee that we’re the right fit for you, but we can guarantee that you’ll get fantastic value simply out of taking up our risk-free offer.

If it sounds good, please click the button below.

Thank you for reading this

Rhys Coffin
CEO, Internet New Zealand Ltd
Lead Generation  Specialist

E: rhys@internetnewzealand.com