How to Generate Leads in Today’s Complex
                   World...
          A New Marketing Mindset

                  ...
Welcome!
• Who am I?
• Why aren’t we talking about existing
  customers?




www.Marketing2Profit.com
So why do we need new clients?


• New companies
• New sectors
• To avoid going backwards

  Is it getting harder?


www.M...
Why is it getting harder
          to generate leads?
•   More competition
•   We’re too busy
•   ‘Opt-out’ mechanisms
•  ...
So what can you do about it?
Some general principles...

1.   Features       Benefits   Issues




www.Marketing2Profit.com
www.Marketing2Profit.com
So what can you do about it?
Some general principles...
1.   Features         Benefits             Issues
2.   You should ...
7 Methods you may not be using
... Or not using to their full potential

Some may seem daunting...

But have a go...you’ll...
1. How to Have Prospects Coming
     to You as the Expert(s)
In B2B, people buy from people they know
and trust...

     W...
1. (cont.)


Add value...
• Newsletters – but ONLY if you add real value
• Blogs, articles
• Be more creative! Here are so...
www.Marketing2Profit.com
www.Marketing2Profit.com
1. (cont.)


Add value...
• Newsletters – but ONLY if you add real value
• Blogs, articles
• Be more creative! Here’s some...
1. How to have Prospects Coming
      to You as the Expert(s)
                    Resources
           Writers:   www.elan...
1. How to have Prospects Coming
      to You as the Expert(s)



                  Any questions?




www.Marketing2Profit...
2. Generating Leads from Your
                Website
• How many leads does your website
  generate?
• Visitor statistics
...
3 Steps for Website
             Lead Generation
1. Get seen when someone searches
2. Drive people to your site
3. Convert...
How to get your site seen
• Google Adwords




www.Marketing2Profit.com
How to get your site seen (2)
•   Google Natural Listings
    – 3 steps to get on page 1of Google
      1. Keyword researc...
4 steps to convert visitors to leads
1. Be customer focused
2. Have a ‘call to action’ on every page
3. Offer useful info,...
4 steps to convert visitors to leads

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




                ...
2. Generating leads from your website

                    Resources
Web designers ...
Simon Cross www.consult-x.com
Alec ...
2. Generating leads from your website




                 Any questions?




www.Marketing2Profit.com
3.       Play to Win

          Do you know Clinton Swaine
             or Frontier Trainings?

His philosophy is that we ...
Let’s have some fun!
• Pair up with someone (NO 3s allowed)
• Decide who will be ‘A’ (for Amazing) &
  who will be ‘B’ (fo...
All ‘A’s please leave the room!




www.Marketing2Profit.com
‘B’s Briefing
•   ‘A’s MUST ASK 6 Times for their money
•   Ignore non-business requests
•   Say ‘No’ to the first 5 reque...
Rules for ‘A’s
• Do NOT touch your partner
• Do NOT touch your partner’s stuff
• You cannot ask anyone else to touch your
...
What are the lessons?
•   Do we get what we want first time?
•   Does getting angry/sulky help?
•   Is begging a good idea...
What will you take away?
               Stay focused!
             Persistence pays!
              Keep it simple!
   Ask ...
4. 6 Tips for Networking Success




www.Marketing2Profit.com
4. 6 Tips for Networking Success
1. Hone your ‘elevator pitches’

•    Have different lengths
       •   One liner
       ...
Networking Success
2. “How’s business?”

•   What shouldn’t you say?
•   Be positive & follow up with a story
    –   Memo...
Networking for Success
3. Go to different groups / events

•   Keep it fresh
•   Meet new people
•   Broaden your network
...
Networking for Success
4. Follow up
•   Send them
      •   An email
      •   Some useful information
      •   A LinkedI...
Networking for Success
5.   Who to talk to?
•    Those on their own
•    Pairs not engaged!
•    Don’t get stuck...introdu...
Networking for Success
6. Be specific

•   Be clear about the type of client you want
•   Be bizarrely specific about who ...
4. Networking for Success
             Some useful resources

       Book: “...and death came third!”
       By Andy Lopat...
4. Networking for Success



               Any questions?




www.Marketing2Profit.com
Resources to grow your business
•   5-Step Profit Formula
•   Templates, case studies and ideas
•   30 hours of inspiratio...
Let’s take a break!



   10 minutes of networking opportunity...

            Speak to someone new!




www.Marketing2Pro...
5.    Using Social Media




www.Marketing2Profit.com
LinkedIn
•   Business not ‘social’
•   Online networking
•   3m+ users in the UK...60m+ worldwide
•   Growing fast...95K N...
LinkedIn – How it works
       Your network consists of 3 Tiers


                           1st
                       Yo...
Why use LinkedIn?
• Research your prospects
• Find additional networking opportunities
• Raise your profile
• Demonstrate ...
5 Steps to Generate Leads
1. Build your profile
   •   Picture
   •   Headline (both lines – what you do/how
       people...
Mark Williams LinkedIn Page




www.Marketing2Profit.com
5 Steps to Generate Leads
2. Get connected
      •   As many as possible
      •   Use the tools to start with your existi...
5 Steps to Generate Leads
3. Join Groups
   •   Post news items
   •   Send & respond to discussion topics




www.Marketi...
5 Steps to Generate Leads
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 ...
LinkedIn/Social Media



               Any questions?




www.Marketing2Profit.com
6. Prospect Research
• Why?
   – To identify killer headlines and email subjects
   – To discover great USPs
   – To estab...
Prospect Research
• What do you ask?
   – Likes/dislikes with current providers
   – Frustrations with the sector
   – Cur...
Prospect Research
• How?
   – Letter
   – Phone (You or someone else)
   – Email
   – Online




www.Marketing2Profit.com
Prospect Research
• Response incentives (Cost of leads)
   – None
   – Prize draw
   – Vouchers/Donation to charity
   – S...
Prospect Research
Some examples...
• Caterer...bowl of fruit (hand delivered)
• Laboratory... (half a day’s free use)
• Co...
Prospect Research
                Online Resources

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




www.Mar...
7. Telemarketing & ‘..inars’
• Telemarketing = conversations
   – Ideal for higher value transactions
   – Cost = £100 - £...
7. Telemarketing
Examples:

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




www....
Seminars
•   Great way to get key prospects
•   Provide useful information on ‘hot’ topics
•   Make content compelling whe...
Webinars & Teleseminars
• Webinars let people watch and listen at
  the same time
• Teleseminars let people hear the speak...
7. Telemarketing & ‘..inars’
                     Resources
• How to run Seminars – markanastasi.com
• How to run Telesemi...
7. Telemarketing & ‘..inars’



               Any questions?




www.Marketing2Profit.com
Resources to grow your business
•   5-Step Profit Formula
•   Templates, case studies and ideas
•   30 hours of inspiratio...
Need Help with Your Marketing?

For those looking for practical help to build a
        cost-effective process for lead
  ...
Thank you!

               • Feedback forms
              • Video testimonials
            • Pictons announcement




www....
Stay and network!




www.Marketing2Profit.com
3 Secrets for Generating more
    Business from Existing Clients

• Regular communication
• Strategies for increasing aver...
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Andrew Wilks Lead Generation Seminar Slides

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How to Generate Leads in 2010 and Beyond

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Andrew Wilks Lead Generation Seminar Slides

  1. 1. How to Generate Leads in Today’s Complex World... A New Marketing Mindset Andrew Wilks www.Marketing2Profit.com
  2. 2. Welcome! • Who am I? • Why aren’t we talking about existing customers? www.Marketing2Profit.com
  3. 3. So why do we need new clients? • New companies • New sectors • To avoid going backwards Is it getting harder? www.Marketing2Profit.com
  4. 4. 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 www.Marketing2Profit.com
  5. 5. So what can you do about it? Some general principles... 1. Features Benefits Issues www.Marketing2Profit.com
  6. 6. www.Marketing2Profit.com
  7. 7. 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 www.Marketing2Profit.com
  8. 8. 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! www.Marketing2Profit.com
  9. 9. 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 www.Marketing2Profit.com
  10. 10. 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 www.Marketing2Profit.com
  11. 11. www.Marketing2Profit.com
  12. 12. www.Marketing2Profit.com
  13. 13. 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 www.Marketing2Profit.com
  14. 14. 1. How to have Prospects Coming to You as the Expert(s) Resources Writers: www.elance.com ISBNs: www.nielsenbook.co.uk Book printer: www.think-ink.co.uk www.Marketing2Profit.com
  15. 15. 1. How to have Prospects Coming to You as the Expert(s) Any questions? www.Marketing2Profit.com
  16. 16. 2. Generating Leads from Your Website • How many leads does your website generate? • Visitor statistics • KPIs – Visitors & Leads • Make lead generation an objective www.Marketing2Profit.com
  17. 17. 3 Steps for Website Lead Generation 1. Get seen when someone searches 2. Drive people to your site 3. Convert visitors into prospects www.Marketing2Profit.com
  18. 18. How to get your site seen • Google Adwords www.Marketing2Profit.com
  19. 19. 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/) www.Marketing2Profit.com
  20. 20. 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 www.Marketing2Profit.com
  21. 21. 4 steps to convert visitors to leads 4. Use audio & Video to get attention and ‘face to face’ time "Vopres.com Website" www.Marketing2Profit.com
  22. 22. 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 www.Marketing2Profit.com
  23. 23. 2. Generating leads from your website Any questions? www.Marketing2Profit.com
  24. 24. 3. Play to Win Do you know Clinton Swaine or Frontier Trainings? His philosophy is that we retain better what we learn through games... www.Marketing2Profit.com
  25. 25. 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 www.Marketing2Profit.com
  26. 26. All ‘A’s please leave the room! www.Marketing2Profit.com
  27. 27. ‘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 www.Marketing2Profit.com
  28. 28. 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 www.Marketing2Profit.com
  29. 29. 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 www.Marketing2Profit.com
  30. 30. 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) www.Marketing2Profit.com
  31. 31. 4. 6 Tips for Networking Success www.Marketing2Profit.com
  32. 32. 4. 6 Tips for Networking Success 1. Hone your ‘elevator pitches’ • Have different lengths • One liner • One minute • Summarise how clients benefit www.Marketing2Profit.com
  33. 33. 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 www.Marketing2Profit.com
  34. 34. Networking for Success 3. Go to different groups / events • Keep it fresh • Meet new people • Broaden your network www.Marketing2Profit.com
  35. 35. Networking for Success 4. Follow up • Send them • An email • Some useful information • A LinkedIn invite • Add to your database • Meet for a 1:1 www.Marketing2Profit.com
  36. 36. Networking for Success 5. Who to talk to? • Those on their own • Pairs not engaged! • Don’t get stuck...introduce them to others www.Marketing2Profit.com
  37. 37. Networking for Success 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! www.Marketing2Profit.com
  38. 38. 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 www.Marketing2Profit.com
  39. 39. 4. Networking for Success Any questions? www.Marketing2Profit.com
  40. 40. 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 www.Marketing2Profit.com
  41. 41. Let’s take a break! 10 minutes of networking opportunity... Speak to someone new! www.Marketing2Profit.com
  42. 42. 5. Using Social Media www.Marketing2Profit.com
  43. 43. 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 www.Marketing2Profit.com
  44. 44. LinkedIn – How it works Your network consists of 3 Tiers 1st You 2nd 3rd www.Marketing2Profit.com
  45. 45. 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 www.Marketing2Profit.com
  46. 46. 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 www.Marketing2Profit.com
  47. 47. Mark Williams LinkedIn Page www.Marketing2Profit.com
  48. 48. 5 Steps to Generate Leads 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 www.Marketing2Profit.com
  49. 49. 5 Steps to Generate Leads 3. Join Groups • Post news items • Send & respond to discussion topics www.Marketing2Profit.com
  50. 50. 5 Steps to Generate Leads 4. Recommendations 5. Search for individuals & companies • By name • By keywords www.Marketing2Profit.com
  51. 51. 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 www.Marketing2Profit.com
  52. 52. LinkedIn/Social Media Any questions? www.Marketing2Profit.com
  53. 53. 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 www.Marketing2Profit.com
  54. 54. Prospect Research • What do you ask? – Likes/dislikes with current providers – Frustrations with the sector – Current challenges – Concerns when choosing – What’s important www.Marketing2Profit.com
  55. 55. Prospect Research • How? – Letter – Phone (You or someone else) – Email – Online www.Marketing2Profit.com
  56. 56. Prospect Research • Response incentives (Cost of leads) – None – Prize draw – Vouchers/Donation to charity – Something of value/use to them – Experience what you do www.Marketing2Profit.com
  57. 57. Prospect Research Some examples... • Caterer...bowl of fruit (hand delivered) • Laboratory... (half a day’s free use) • Consultancy... Free report/audit www.Marketing2Profit.com
  58. 58. Prospect Research Online Resources • Surveymonkey.com • Questionpro.com • Constantcontact.com www.Marketing2Profit.com
  59. 59. 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 www.Marketing2Profit.com
  60. 60. 7. Telemarketing Examples: • Employee research co. • Legacy conversion software • E-Learning content development www.Marketing2Profit.com
  61. 61. 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 www.Marketing2Profit.com
  62. 62. 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) www.Marketing2Profit.com
  63. 63. 7. Telemarketing & ‘..inars’ 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 www.Marketing2Profit.com
  64. 64. 7. Telemarketing & ‘..inars’ Any questions? www.Marketing2Profit.com
  65. 65. 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 www.Marketing2Profit.com
  66. 66. 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 www.Marketing2Profit.com
  67. 67. Thank you! • Feedback forms • Video testimonials • Pictons announcement www.Marketing2Profit.com
  68. 68. Stay and network! www.Marketing2Profit.com
  69. 69. 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 www.Marketing2Profit.com

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