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LEAD GENERATION
Lead Generation Made Simple
Our team has spent over $30 million of our capital (not our clients’ money) testing front end media buying strategies in places like Google, Yahoo, direct mail & Facebook since 2004.
Your business can hire us to manage this process for you, saving a tremendous amount of time, energy &
“burn to learn” testing dollars in the process.
Big picture, you can have the greatest product/service in the world with an AMAZING backend sales system, yet if you don’t drive NEW leads into your world, it’s going to be very hard for you to GROW. This is also a catch 22, as it’s going to be super difficult, if not borderline impossible, for you to profitably compete for the premium advertising inventory in your market WITHOUT a sales system that helps you increase your leverage & strengthen your brand positioning.
So, you need BOTH.
You need front end lead generation that consistently & profitably drives NEW leads into your world as well a HIGH PERFORMING sales system to help you MAXIMIZE your lead conversions & sales.
The good news is that our Local Gold team is a one stop shop that can help you accomplish both of these goals as you compete within your market. There are dozens of lead generation sources we use, here’s 3 of our favorites:
#1: Direct Mail
Direct mail is an amazing source for driving NEW leads into your sales funnel.
While everyone else is scrambling to compete for eyeballs online, your letters & postcards can receive individualized 1-on-1 attention from your target market. What we love about direct mail is that it is VERY SCALABLE, meaning that once you crack the code, it can serve as a nice river of steady, consistent flow of NEW leads for your business.
This converts a heck of lot better than asking the recipient to “Call for a Free Consultation” as most of us instinctively know that if we do, we are going to receive some type of sales pressure from someone over the phone.
The standard run of the mill “Call for a Free Consultation” example only caters to the 10% of the market who are “ready to go” and interested in what you have to offer RIGHT NOW.
Instead, you want to also capture the interest and contact information of the other 90% of the market who are interested in learning more about what you have to offer yet are NOT QUITE READY to take the next step in the sales process.
Instead, your ads can say: “Call/Text/Visit XYZ to Receive Our Free Buying Guide: 5 Ways to ABC Without …XYZ.” You can still include an immediate call to action on your ad that hits the 10% of “ready to go” buyers. PLUS, you can have a call to action on the thank you page (called a 2 step opt-in process) for them to schedule a free consultation with a promo call to action to increase response.
What this allows you to do is capture the interest levels of the entire market of interested viewers of your ads vs. just the “ready to go” buyers. By capturing their contact information in your sales funnel, you have the ability to continue to build & nurture your relationship with them over time.
The more you help your prospects make smart decisions, the more they will reward you with their business when it is the RIGHT TIME for them to buy.
Here are 2 ways we use direct mail to drive NEW leads.
List Rentals
We’ll buy list data from list brokers that will serve as the target market for where we send your postcards, letters, etc. Here are the 2 types of lists that you can buy:
Compiled Lists
Compiled Lists are things you know about groups of people based on public information. For example, “all accredited investors in the United States” or “all households in zip code 90210” or all females ages 25 -29 in Ocean County, New Jersey.”
You can easily obtain a compiled list of ‘SIC codes,” four digit numbers our United States government uses to categorize businesses. SIC stands for “Standard Industry Classification.”
Compiled Lists are OK, as they allow you to target a group classification of people, however, they don’t normally perform as well as Response Lists which go one step further to target groups based on interest levels & recent ACTION.
Response Lists
Response Lists are also referred to as “Hotline Lists” or “Buyers Lists” within the industry. These lists almost ALWAYS out-perform Compiled Lists as they consist of individuals within a group who have actually bought or subscribed to something, attended an event, joined an organization, etc.
For example, “Everyone who subscribed to Forbes magazine in the last 60 days,”“People who bought a home in the last 30 days,” “New movers to the zip code 10018 within the past 30 days.”
Whenever possible, we look to target HOT prospects.
The only problem with Response Lists is that your volume can be limited so a big key to success is to test offers with HOT Buyer Lists and then look to branch out into Compiled Lists with winning offers to expand distribution.
Here’s a few of the places we purchase our lists from:
www.infousa.com
www.SRDS.com
www.affluenceresearch.org
www.iblistdirect.com
www.nextmark.com
www.hoovers.com
www.kristalytics.com
Every Door Direct Mail
On the flip side of targeted list rentals is the Every Door Direct Mail program by the U.S. Postal Services. This programs allows you to blanket target a specific geographical region. Depending on your business model & offer, this could be a more profitable way to drive leads.
With EDDM, you can map out a target area, use demographic data (e.g. age, household income, and size) to select a delivery route, choose a mailing drop off date and pay online.
It is cheaper to get these postcards out the door because you don’t have to pay for a list rental and the USPS mailing price is cheaper (about $.17 per piece) as there is no sorting involved. The downside is that you have to hit EVERY household in that particular region.
We’ve seen great results with EDDM, however, it really does depend on your business model & offer.
You can learn more about EDDM by clicking here.
Our team can help you develop, plan & execute a winning direct mail lead generation growth strategy.
Click here to schedule a call with us.
#2: Social Media Pay Per Click Ads
There’s no doubt about it, Social Media is a POWERHOUSE.
Never before in history have we seen the amazing targeting capabilities available to us that we now have readily available to us via social media lead generation advertising.
We focus the lion’s share of our efforts in the 4 main players: Facebook, Linkedin, Twitter & Youtube.
These 4 ad networks will yield over 80%+ of your social media lead volume & ROI results so we work on making these work first & foremost. Social media lead generation is a different animal so it is important for you to have a customized strategy planned out with the ability to MOVE FAST, split test multiple strategies (ad creative, white paper angles, etc.) before you look to aggressively expand your distribution.
Our team can help you develop, plan & execute a winning Social Media lead generation growth strategy.
Click here to schedule a call with us.
#3: Search Engine Marketing Pay Per Click Ads
Looking for high quality traffic? Well, it’s no secret that search engine marketing delivers the highest quality clicks found anywhere on the web. The quality of traffic is very high do to the fact that you get to display your ad at the exact moment in time that a potential NEW client/patient/customer is looking for the exact products/services that your business has to offer.
There are, however, 2 BIG problems with SEM PPC marketing:
1. Competition is VERY high.
This drives up CPC pricing, resulting in higher costs to drive NEW leads.
2. The GROWTH volume is limited
Let’s address each one of these issues NOW.
Since competition is high, you need to arm your business with the weapons needed to compete and win the premium ad placements in your market. You accomplish this successfully by building a high performing sales system that helps you triple your NEW lead conversions so you can afford to pay top dollar for the premium ad placements that drive the most volume.
As for the limited GROWTH potential in search, you combat this by expanding your distribution into other media channels that allow you to target based on demographic & interest data, such as direct mail & social media marketing.
Ready to schedule a call?
Our team can help you develop, plan & execute a winning lead generation growth strategy.
Click here to schedule a call with us.
