8 Steps to Attracting and Managing Leads More Effectively
Written on the 31 August 2017 by Altitude Communications
There's no doubt that lead generation is the lifeblood of every business. Along with sales, an effective lead generation strategy can make or break your business success. But how do you streamline the lead generation process so that you've still got enough time to "do" business.
The term Lead Generation makes it sound so simple, but the reality is that it's so much more than that. To effectively convert your lead into a sale you need to capture, manage and nurture your leads - this is called Lead Management. It's at this point when your lead is feeling "loved" and "comfortable" that you should attempt to engage the prospect's interest and lead them further into your marketing funnel.
But first... Tell me more about Lead Management?
Effective Lead Management is a multi-staged process that manages a prospect from attracting and capturing the customer right through to the sale and beyond. The best lead management systems are automated as this ensures that every prospect goes through every step of the predetermined process. Not only does this save man-hours, but because it is modeled on a successful sales process, it increases the likelihood of sales conversion.
To make it easy for you, we've created a simple 8 Step Lead Management Process that you can use to attract and convert your ideal prospects into long-term paying customers.
So here are the 8 Steps to Attracting & Managing New Leads:
Step 1: Attract
Clearly identify your target market and discover their buying hot spots, then create an automated campaign that's designed to attract your "Ideal Prospect" into your marketing funnel. Once you have identified the critical demographics and hot spots of your target market, it is time to map out a marketing funnel flow plan. Create an 'Irresistible Offer' that helps to solve your ideal prospects biggest challenge to attract their immediate interest.
Step 2: Capture
Offer your ideal target market high-quality free information like a Free Report, e-Tips, Tip Sheet, e-Books, an MP3/CD recording or an ongoing e-NewsletterSubscription. Use these no-risk 'Lead Magnet Hooks' as an enticement to capture your prospects details into your email marketing contact database. This is commonly referred to as a 'Lead Magnet'.
Remember, it's important at this point to be able to track where your prospect came from so that you can keep tabs on the effectiveness of your various lead generation strategies.
RECOMMENDED RESOURCES AND TOP TOOLS:
In order to capture your new prospects, you will need to use a Landing Capture Page. There are many options to choose from, however, we recommend and use the following tools.
Create, edit and deploy your next high-converting page without touching a single line of code. These 100% mobile responsive landing pages also work effortlessly on iPhones, iPads, and Android devices, so you can ensure that everyone can navigate through your landing pages. They offer a full 30 Day Money-Back Guarantee. Definitely worth checking out.
Using your new free account, you can create gorgeous landing pages and choose from a library of elegant templates. Customise the design, brand your pages with flexible design and media options. Pick your colors, fonts, and backgrounds and capture engaged leads with pop-up forms.
Step 3: Inspire
Now it's time to indoctrinate your prospect into your world, by introducing you, your company and what they can expect to receive from you in the future. Inspire your new prospect with fresh innovative content and start to build a relationship with them.
You will need to use a quality email marketing or CRM follow-up system, in the form of a planned auto-responder sequence.
RECOMMENDED RESOURCES AND TOP TOOLS:
Here are a couple of options to consider that I would highly recommend investigating to continually deliver more high quality, interesting and relevant information to your prospect. There is a tonne of options out there, but here are the ones that we use and recommend, because of their reliability and ease of use.
Option #2:ONTRAPORT - register for a free online demonstration
Both of these systems (mentioned above) will enable you to capture new leads, using an online signup form, and also deliver a series of autoresponder emails to inspire and nurture your new leads into becoming new clients/customers.
Step 4: Engage
Identify your subscribers biggest Fears, Frustrations, Wants & Aspirations so that you can communicate with them in the most relevant and informative way. You will also want to gain a deeper understanding of their needs, wants deepest desires and outcomes. Remember, your content must be informative and relevant, so that it continues to engage your reader.
Your primary goal at this stage of the process is to build a strong connection through regular communications. Build a series of follow-up email campaigns designed to keep your new lead warm and engaged by delivering relevant high-value content.
Step 5: Nurture
Keep in regular contact, preferably on a weekly or fortnightly basis with your contact database. Consider using a weekly, bi-monthly or monthly eNewsletter or regular email tips to continually and reliably nurture your prospects. Alternatively, you could conduct a short survey that ascertains exactly what they're looking for.
By nurturing your contacts, you're laying down the foundations to build a long-term relationship with the goal to bring them into your 'Sales Funnel'. The information you're providing is positioning you as "the good guy" or an expert/leader in your field.
It is your regular contact that will help you to build the necessary rapport with your prospects that will enable a sale. And remember, you don't have to be the best in the world, but it's important to position yourself with authority to be the 'Best in Their World'.
Step 6: Qualify
Not every prospect is a suitable candidate to become your client. Consider using a professional survey management system, like FastTrack Email Marketing Survey Manager, and carefully thought out questions to check that your prospect fits within the culture of your business. At this stage, it's your job to ensure that your prospect is ready to be sold your product or services.
Step 7: Conversion (The Sale)
This one is pretty obvious, it's time to make the sale, but have you thought about the process that your prospect will take through your sales process. Consider automating as much of your sales process as possible - not only will it save you valuable time, but it will also increase your conversion rate, as every prospect will go through the same successful process. Some aspects that you could automate include things like pre-meeting emails, FAQs, post-meeting follow-ups, proposal reviews etc.
Step 8: Ascension and Scaling
Now that your prospect has become a customer or a client, it's timely to implement and systematize a couple of key marketing strategies.
On-boarding (Deliver and Delight) - Onboard new clients into your program with materials, training, and education. Delight them with outstanding client service and follow-up. This will now position you for the next steps...
Strategy #1: Ascension
Increase the Life-Time Value of each new client...
Over time, you will learn that your clients will naturally ascend through your range of other products and services. It's important to identify what other products and services to offer to them along their journey, all in the name of helping them to reach their goals faster. When building your marketing funnel, be sure to include some higher level 'done for you' style of services.
This may be a VIP ticket to a live event, a range of complementary products and or services or maybe even a full concierge-style service. By following up with a well-planned sequence, you can get your new clients to buy more from you and Ascend them naturally through your marketing funnel.
Strategy #2: Scaling
Asking for referrals...
This is often the most overlooked and under-utilised strategy of them all... simply asking for referrals. It makes good business sense to enroll more clients just like the ones that have proven to buy from you in the past. The easiest way to do this is by asking the simple question... "Do you know any other people, just like you, that would benefit from utilising our products/services, who you would recommend?"
There are a number of different strategies that you could use here. Consider:
Conducting a client review over the telephone or online that captures your client's valuable feedback. At the end of the call if your customer is happy, ask for a referral. Important: If you plan on using your client's comments as a testimonial in your marketing, make sure you get their permission in advance.
Offer a gift or an incentive to refer friends/family to you.
Use the initial purchase as leverage to encourage further purchases, e.g. product updates, additional features or training.
So there you have it, a step-by-step plan for creating your very own Lead Management and Conversion System - and one that has been proven to work time and time again in a number of various niche markets. Of course, central to the effectiveness of this system is the ability to automate communication with your prospects.
If you'd like more information on how we can create a customised Lead Generation and Automated Marketing System Flow for your business, click here to find out more.
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Marketing Mentor Bill Doyle from AltitudeCommunications.com.au publishes the popular 'My Marketing Mentor' monthly eZine with over 7,000 subscribers including solo-preneurs, entrepreneurs and business owners.
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