“DRIVE QUALITY In-BOUND
Into YOUR LOCAL BUSINESS?”
A HearAndProfit Publication
WHO WROTE THIS EBOOK?
Derrick Ali is the Marketing Advisor for
HearAndprofit's Value-Added Content
Creation Channel. Derrick has written
and presented extensively on busines
growth strategies, and runs a weekly
webinar on local-marketing topics.
@HearAndProfit Local Lead Generation
TABLE OF CONTENTS:
Core Local Service Offerings 4
Proven Value of In-Bound Phone Leads 6
Attracting The Right Phone Leads 7
The Components of Local Lead Generation 8
More Resources 13
CORE SERVICE OFFERINGS OF INBOUND LEADS
The formula for being successful
with set up and activating an
inbound marketing campaign is
They Will Get Your Biz Found
(drive traffic to your ads, signage
and/or site), Convert (generate
phone leads and customers from
that traffic) and Analyze (be smart
about what worked and what didn't).
This methodology maps out exactly
the list of core services that any
marketing service firm you choose
will need to offer if they want to earn
your business and drive better results
for you as their client.
Methodology & Service Offerings
Get Your Biz Found > Traffic Generation
Convert > Lead Generation
> Customer Acquisition
Analyze > Reporting/Analysis
PROVEN VALUE of IN-BOUND PHONE LEADS GENERATION
This Ebook is focused on what your
agency needs to do to drive leads.
Getting your lead generation
infrastructure (architecture) in
place should be the top priority
of any agency you choose to work
with, especially those with whom
you plan to interview.
You will also want proof that the
strategy they recommend supports
your sales process and works.
There is no better way to prove this
than by generating leads within the
first 30 days of an engagement.
If the agency you are currently using
was brought on to revive your website,
or improve the number of phone leads
your business gets month over month,
you'll need to confirm they are using
and/or plan to employ the following
skills highlighted within this ebook...
And do so effectively.
Remember - Phone Leads are the
catalyst for new customer acquisition
and the critical sign of a healthy ad
campaign and website. Lead generation
is also critical to customer retention,
referrals, increases, and reactivation.
“The Best Marketing & Advertising Agencies
always show your business value immediately by generating leads
within the first 30 days of working with you as a client...”
ATTRACTING THE RIGHT PHONE LEADS
Aim your Efforts at Your Biggest
& Best BuyerPersona Who is your
Make sure you craft all the content,
promotion, and landing pages with
these people in mind.
Align Your Marketing Efforts with
Your Sales Process
What are the needs or goals driving
the sales process?
Consider these when laying out your
initial marketing action plan and align
initiatives to deliver on these points.
Consider the Marketing Funnel You
can drive leads in at top of the funnel
with offers like Ebooks.
The middle of the funnel is all about
offers like demos and free samples.
Know what types of activities your best
customers value the most. Then engage
them in that way.
SO YOU THINK YOU KNOW HOW TO GENERATE LEADS?
Reality Check –
Does Your Current Marketing/Advertising Plan
Have The Tools & Skill-Set To Consistently Deliver
Critical Components of Successful In-Bound Phone Lead Generation
1. Creation of High-Value, Useful, and Premium Content
2. Creation & Optimization of sms Phone-Lines/Landing Pages
3. Creation of Call-To-Action Text Keyword/Buttons?
4. Blogging & Op-In Text Promotion
5. Social Media Promotion & Contests
CREATION OF HIGH-VALUE, USEFUL, And PREMIUM CONTENT
You know the importance of
content is the main attraction
factor which boosts the value-
line of yourservice offering.
And when it critical for getting
prospects into the top of your
People find your business listing
or website because of its content –
the ad design you create, keywords
you select online, and the blog topics.
But what happens when they call in
or arrive at your ad-site? How do you
deepen a conversation with a caller/
visitor, immediately add value for
them and begin to segue that conversation into the sales process?
The answer is premium content, not the short-form content you create on
your blog. Premium content is longer-form pieces that explore topics, tips,
desires, fears, and industry trends at a deeper level – something like an ebook,
audio, video, or a webinar with experts from your company.
You can require a caller to "press 1" or "2" to get details, sms text from their
mobile phone, or have an ad-site visitor to fill out a form to access this type of
content. These activities / involvements turns the caller/visitor into a quality
lead and sales prospect.
In the coming pages you'll read about some of the key mechanics behind phone
leads generation - but know that it will ultimately hinge on your ability to
create killer content for which callers & visitors will happily share their
contact information with you. To use an analogy, lead generation is like fishing
and you'll need good bait to hook the big guys before you start to reel them in.
CREATION OF LANDING PAGES & AD-SITES
OK so you've created the high-value,
useful, and premium content your
customers are searching for - now
you need a landing page for it to live
A landing page is a page on your
website whose sole purpose is
to facilitate lead generation. They
have minimal navigation, copy that
explains the offer and, of course, a
simple form to complete for leads
to automatically get(see, hear, or
download) your premium content.
These pages will be a critical
component of the inbound phone
lead generation strategy that you
put together for any of your marketing
The landing pages you create for your
customers should clearly convey the
value of the offer. Use headers to
support the title and any subtitles.
Use the rest of the text to clearly and concisely explain the value of your
offer. Use bullet points to demonstrate clear takeaways and break up large
blocks of text.
Keep it brief and to-the-point. What will the person get from your offer? Will
they learn how to do something? Become more open to sharing knowledge &
fact on a specific topic relating to the service you provide? How will the
information be presented to prospects?Don’t leave any questions about what
they’ll be getting from you!
CREATION OF CALL-TO-ACTION BUTTONS
Now, landing pages and ad-site
offers are useless if no one sees
them. To get people to an ad-site
or landing page, you’ll need a
These are lines of text, images or
buttons on your website that link
directly to landing pages.
Your ad-site should be decorated
with CTAs, from large prominent
banners on the homepage to smaller
buttons in the margin of product
pages to links in your text & email
You DO NOT need to have an in-house
graphic designer to make call-to-action
buttons (though it doesn't hurt).
InDesign is a preferred tool, but you
can scale back and go simpler with
PowerPoint. Or consider using a free-
lancer to get the images you need to
drive CTA clicks, landing pages views
and, ultimately, form submissions.
CREATION OF SMS TEXT-MESSAGE
PROMOTIONS & KEYWORDS
CREATION OF LOCAL BILLBOARDS PARTNERS
via SOCIAL MEDIA PROMOTION
Social media platforms, like
Twitter and Facebook, are where
your customers live and have their
conversations. Its where they trade
recommendations, ask questions
and share links.
Find out which of those channels
are most productive for use by your
(LinkedIn is solid for B2B, Twitter
better for B2C) and an a relevant
post or blog tip on Your FB Account
or FanPage can allow you access
into these conversations be sure to
include linksto your 'relevant' landing
pages [aka Web-Billboards].
You should setup a regular schedule
of when and where you share your
newest blog articles (which have links
to CTAs) and direct links to your useful
premium content offers.
Also take advantage of all the additional
opportunities each social network affords
you. These include Twitter’s profile links or
your Facebook page’s info links.
You should also make sure your ad-site/landing pages have social media share
buttons so that visitors can easily share your content themselves in their own
If If you want to generate leads
from your blog, always place a
CTA button on each and every
blog post you publish. Each post
is an opportunity to tease out the
larger concepts covered in your
ebook or feature on your audio/
Readers will then welcome the
chance to dig deeper on a certain
topic and convert into serious
(read: quality) leads.
In addition to these CTA buttons,
you can also leverage the text
within your posts/ blog articles
for conversion. Use anchor text
to link to appropriate offers to
optimize your posts for better
For example - If you're a personal injury attorney and you've written an article
about "Questions to Ask if You’ve Been in an Accident," link some anchor text
within the article to your ebook on Accidental-Injury Review 101. Literally,
turn the phrase “accident protocol” in the blog post into a clickable link that
leads to the landing page for this offer.
CREATION OF INDOOR BILLBOARDS and SIGNAGE
See 'More Resources' for examples...
Plus qualify to have one custom targeted lead generation web-billboard (plus
off-line sign) for your local business designed by HearAndProfit publishing.
MORE RESOURCES / HEARANDPROFIT
The Inbound Marketing Specialists on our
ad team have helped hundreds of small
and mid-sized local businesses to use lead
generation to drive better leads quality &
consistently grow their business.
Request a Strategic Consultation to
Learn How Inbound Can Help Your