Leads: How to Make the Most of These Marketing Goldmines

Tim Lyons      Friday, December 29, 2017

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What is the number one marketing goal of any business, whether brick and mortar or digitally-based? Getting leads to ultimately sell your product or service to , right? This is especially true for me as both a gym owner and digital fitness marketer…I don’t have a business if I can’t continuously get new clients for myself and my marketing clients to come in and try our classes, join our challenges, or purchase our memberships and supplements.

 

In my industry, the turnover rate is high, so what do we do to keep our revenue streams going? Seek new avenues for leads. Where do you look, though? Through the years, I’ve jumped upon just about every marketing bandwagon there is from direct mail (which is making a comeback) to purchasing email and call lists to the unparalleled digital marketing lead magnets and funnels, which is the one thing I can truly count on today in the digital age.

 

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With nearly 82% of consumers interacting with businesses via social media before making a purchase, it’s imperative to have your digital marketing game on point to collect leads when and where they are available!

 

Unfortunately, not all leads are equal and let me tell you why. Let’s start with the basics… Any marketer, online or otherwise, that is worth their salt, will praise the benefits of warm and qualified leads over cold leads every day of the week. But, what are they, what difference does it make and what makes them so much better?

 

 

Cold Leads

 

Have you ever been in the middle of dinner and gotten a call from the cable company offering you the deal of the century for switching over from your current provider and giving them a try? Usually you never contacted them, showed any interest in their product or services and tried to shut them down by either telling them “thanks, but no thanks,” or screaming one epithet or another at them for interrupting your family time for no good reason.

 

Anyone can get a list of uninterested people and hand it over. Heck, many sales list companies out there can get you a 5000+ list of names, phone numbers and/or email addresses in a matter of minutes, but it’s a complete waste of time. Why? Because, then you’re going to become the guy who calls in the middle of dinner, peddling wares nobody wants or asked for. Don’t set yourself up for hours of agony and failure.  

 

 

I admit that when I first started out, all I cared about was casting the widest possible net and was thrilled to get 1-2 new clients from it. Not anymore. I don’t have the time nor the patience to continuously call and email a list of people who will take so much of my time and never commit to anything.  

 

Because I have learned the hard way, I highly advise clients to avoid them at all costs. It’s a time sink with very little ROI.

 

Warm Leads

 

The next level of lead is called a warm lead. These consist of people who have shown some level of interest in your facility or services. They might have signed up to receive your newsletter, liked your company pages on Facebook, or been referred to you.

 

They still have not purchased, but they have allowed you to capture their name and contact information, so you can reach out to them a little easier. Still, though, they have not expressed genuine interest in a particular product or service, just general information. You will have to do some nurturing over time to gain their trust and spur an actual trial or purchase.

 

Qualified (Hot) Leads

 

As far as leads themselves go, these are the best to have.  These people are the most likely to purchase from you in the near future. They will have found your company through a specific online search or clicked through on an ad, interacted with you via comments on a blog post, or in some way reached out to you directly to find out more information without just signing up for general emails.

 

These are the potential clients who have raised their hand in a virtual way by providing their information and agreeing to receive additional information from you in the future.

 

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They, too, pose a little bit of a problem because you need to find out more about them to close the deals. If you are a brick and mortar business with little online presence, you need to know if they live or work in the general vicinity of your location. You need to be sure they can afford your goods and services and that they are able to make that determination on their own.

 

And, you need to find out how soon they are ready to purchase. So, some nurturing is needed for this level of lead as well, but not nearly as much as the first two. That’s great but where can I find them?

 

Lead acquisition is a two-pronged concept. Your offer determines your ultimate success, but you have to present your offer to the correct audience to gain the leads and close the sales.

 

 

Blindly blanketing the internet with your offer is probably not going to bring in the clients you want, and will likely result in a huge ad spend. The internet is a vast landscape with literally thousands of competitors who all want to gain the attention of your potential clients.

 

Not all is lost though… if you know where to look and how to target the correct demographic, solidifying your qualified lead list becomes an attainable task. Did you know that at any given moment, 62% of potential consumers are using Facebook, 12% are using Pinterest, 11% are on Twitter and 9% are using Instagram to research and engage with businesses?

 

Using the kings of targeting, Facebook and Instagram, you can get your offer in front of potentially millions of consumers who are looking for exactly what you have to offer.  Now that your offer and audience are in alignment, you can get the qualified leads you are looking for to turn into mass sales.

 

 

Turning Cold Audiences Into Paying Customers

 

We have created a business based upon a principle we have been told time and again should not work: immediately turning cold audiences into paying customers. What does this mean? We are targeting potential clients that have never heard of us or our clients, nurturing them and turning them into paying customers.

 

On the surface, it really SHOULDN’T work, but we’ve managed to turn a concept that scares most marketers and, instead, earned a hallowed spot in the Two Comma Club. Our funnels for our clients look like this: Facebook ad, ClickFunnels Sales Landing Page, Offer Page, One Time Offer Page, Offer Confirmation Page. We have all of this tied in to abandoned cart sequences, text message nurture and confirmation sequences in Infusionsoft.

 

 

Using Facebook and Instagram to create custom and lookalike audiences for our clients, we are targeting cold traffic and hooking them by using inventive ad copy. Currently, we are offering downloads of both case studies and custom-written e-Books.

 

By clicking on the ads, potential clients are sent to a custom-designed landing page in ClickFunnels where we collect their information (contact name and email address) before dropping them into a nurture sequence that begins with us imparting valuable information but which ultimately asks them to purchase a spot in a fitness program that will soon be running in our clients’ gyms.

 

Within the nurture sequences, we have embedded a link to another, separate landing page in ClickFunnels that details the challenge and allows them to purchase. Separately, we are running direct ads about the challenges that allow interested prospects to click straight through to the sales landing page in ClickFunnels. If they do not purchase after clicking through to the page, we drop them into a separate nurture sequence to get them to come back.

 

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It’s a multi-step process that ultimately converts qualified leads into paying customers. But, that’s definitely not the only way to get qualified leads. You can offer your own downloadable PDFs about anything relating to your business as well as ensuring you are keeping your websites and company pages up-to-date to ensure interaction with potential clients and keep you top of their minds.

 

Sometimes, though, we find it more difficult to target clients for ourselves than to target cold audiences for our clients. We operate in a niche field with a finite number of potential customers who are bombarded by what seems like an infinite number of competitors. Add to that the fact that we are selling a high-value service, securing online sales is not a possibility. But, we set out to create an interest in the product and tied that into an application funnel in ClickFunnels to see what we could achieve.

 

It’s a multi-step process that ultimately converts qualified leads into paying customers. But, that’s definitely not the only way to get qualified leads. You can offer your own downloadable PDFs about anything relating to your business as well as ensuring you are keeping your websites and company pages up-to-date to ensure interaction with potential clients and keep you top of their minds.

 

 

 

Sometimes, though, we find it more difficult to target clients for ourselves than to target cold audiences for our clients. We operate in a niche field with a finite number of potential customers who are bombarded by what seems like an infinite number of competitors. Add to that the fact that we are selling a high-value service, securing online sales is not a possibility.

 

But, we set out to create an interest in the product and tied that into an application funnel in ClickFunnels to see what we could achieve. A little less than two weeks ago, we opened another line of service with a price tag ranging from $15,000-$25,000 for our customers and created a campaign to address that line.

 
Because we focus primarily on Facebook advertising for their targeting capabilities, we decided to create a new e-book that would be of interest to our gym-owner target demographic as a download via ads and tied it to an application funnel for our new service line. 

 

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Our reach is set to capture both male and female fitness business owners and trainers in the United States, ages 25-55. That said, our product would only appeal to business owners and managers who are willing to invest in marketing and growing their business which ultimately dilutes our reach to about 150,000 potential targets.

 

Our Facebook ads speak primarily about the e-book which ties into the idea of growing their business. When they click through the ad, they are taken to an application funnel using WuFoo in ClickFunnels that captures their information but also allows them to download the ebook and drops them into a nurture sequence that explains our new program.

 

The people who download the book are primed to ask for more information and set up a call in ClickFunnels using Calendly that gets transferred via Zapier to ultimately learn more about our new high-ticket program.

 

 

Once the Calendly date/time are set, our sales team gets a call list via Google Sheets to keep track of the leads. We have also followed this up with a retargeting campaign that leads to a straight application funnel. To date, we have had 500 downloads and nearly 100 applications for calls set through our funnel.

 

While that may seem like small potatoes compared to other industries, we are focusing on a very small percentage of an already small niche market. Our ProFit Marketing Solutions’ current client acquisition funnel looks like this: Facebook/Instagram Ad, ClickFunnels Optin, Wufoo Application, Calendly, Zapier, Google Sheets, Sales Call for an offline sale.

 

Every lead that you get is like a hard-won prize. Ensure that you do not lose them before you are able to convert them into paying customers by starting with a solid offer and then targeting the correct demographic, creating custom landing pages in ClickFunnels, and perhaps most importantly, creating a sequence of nurturing emails & SMS to bring them back if they need more convincing to make a purchase. Remember, Coffee is for Closers Only, and second prize is a set of new steak knives. Now get to work on closing those leads!

 



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