Building Attractors That Wrangle Leads
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contentzap.com/building-attractors Do you want to increase your prospect potential, build a more engaged list, and have a reason to reach out to people who come to your site? Well then building a GOOD attractor is the way to do it! With good attractors you can provide value to your audience, but most importantly you can SELL WITHOUT SELLING! How does that sound? Pretty good, right? The overwhelming feedback from our Lead Nurturing: Easy as PIE series told us that the #1 biggest boggle for Marketers is Attractors. So our very own, Kim Albee and Margaret Johnson decided to shed some light on the best practices when it comes to building attractors to wrangle your leads.
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Building Attractors That Wrangle Leads
- 1. #leadgen BUILDING ATTRACTORS THAT WRANGLE LEADS Kim Albee & Margaret Johnson Genoo / ContentZAP!
- 2. #leadgen Your Presenters Kim Albee @kimalbee /in/kimalbee /in/margaretjohnson99 @marketingsings Margaret Johnson
- 3. #leadgen Why we are doing this… Lead Nurturing – Easy as PIE – feedback: #1 Boggle is Attractors When you have great attractors, you will: • Build a more engaged list • Increase your prospect potential • Have a reason to reach out • Lead your leads • Provide value • Sell without selling
- 4. #leadgen Today’s Focus • What’s an attractor? • What makes a good attractor? • What’s the right way to distribute attractors? • Once established, how to leverage an attractor • How can you use an attractor to get new leads
- 5. #leadgen What is an Attractor? Content that is perceived as relevant by your target audience – valuable enough for leads to trade their email address (and maybe more) to receive it. - Also known as: Lead magnets • Typically free – (though be cautious using that term) • Not an offer or a CTA POLL
- 6. #leadgen What Makes a Good Attractor? • Webinars (gotcha!) • White papers • eBooks • Assessments • Checklists • Research / Reports • Surveys • Quick-start Guides • Cheat sheets • How-to guide / list • List (Top # or other) • Videos • Presentations • Trials or samples • Consultations • Contests • Downloadable PDFs
- 9. #leadgen How do you know what’s relevant? Maybe not… • Testing • Personas • Psychic intervention? • Intuition? • Gut feeling?
- 10. #leadgen Testing – Click Votes… Score now. Trigger First! Score now. Trigger Later! Score now. Trigger Later!
- 11. #leadgen Buyer Personas • Watch the replay of our recent webinar: • Download our Buyer Persona Quickstart Guide http://www.genoo.com/blog/201408/Why-You-Need-a-Strong-Marketing-Persona-to-Succeed http://contentzap.com/beware-of-the- buyer-persona/
- 12. #leadgen The “Right” Way to Drive Traffic • Broadcast emails / segmentation emails • Calls-to-action or offers • Ads – Facebook, Retargeting, Adwords • Social media posts (LinkedIn / LinkedIn Groups) • Always gated.
- 13. #leadgen How to Leverage for the Long Term • Website calls-to-action • Clicks in emails • Retargeting Ads • Nurturing Sequences • Repurpose for social content distribution • Build a wider content footprint beyond your site/blog…
- 14. #leadgen Don’t Miss the Mark… Attractors are NOT • Sales brochures • Announcements • Corporate bios • “In yer face” • Having no follow-up plan is a wasted attractor
- 15. #leadgen You WANT Attractors… • Scoops: approx. 200 leads • Webinars: approx. 1,473 leads (since February). • eBooks & Quickstart Guides: approx. 150 • Blog Subscribers: 27
- 16. #leadgen Let’s Brainstorm… • Professional Services Organization wants to be perceived as a thought leader… • How about a local geo B2C company… • Education organization…
- 18. #leadgen Next Session – Actions, Pages, and Bears, Oh My! • We will cover calls-to-action and landing pages so you get the most interest in your attractors. • Thursday June 4th - 10am CT… • Register at http://contentzap.com/events
- 19. #leadgen What’s next? You tell us… Please open the question box and type in the answer to this question: What will make the biggest difference in your successful implementation of online marketing?
- 20. #leadgen THANK YOU! QUESTIONS? Follow Kim: LinkedIn: http://linkedin.com/in/kimalbee Twitter: @kimalbee Follow Margaret: LinkedIn: http://linkedin.com/in/margaretjohnson99 Twitter: @marketingsings Follow Genoo & ContentZAP!: Twitter: @GenooMarketing LinkedIn: https://www.linkedin.com/company/genoo-llc