Want to have a successful and profitable business? Then you need leads and lots of them and it's easier than you think. Follow our steps to start seeing your lead pool fill up - as you sleep. For more resources like this go to to http://www.technoledge.com.au/b2b-marketing-trends.

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What are leads? Contact names in a bought database?
Business cards from a trade show? They could be both,
but they must be more. Both are suspects; a lead must
be interested in your product or service too.
In the dark ages, we used to cold call to get leads. In the
middle ages we paid telemarketers to do it. In the
modern age, we get leads to find us.
This short guide shows how to help more leads to find
you, and how to qualify them into prospects, without
opening an eye.
1. Find out what they want
Marketing 101 tells us that the cheapest customers to
acquire are those who find you. Sure, but you don’t want
to spend a fortune doing it.
Your first challenge is to find out what they want. They’ll
be using Google (probably) and keywords. How do you
know which ones? Easy. Make a list of words you think
describe your product or service (your offer). Then, find
out how the words rank (globally or by country
depending on your focus).
Your Digital Marketing guy can do this. He can also find
out what words competitors are using, and a pile of
similar terms people are looking for. If you want to DIY,
you can buy software or services like Wordze, Keyword
Elite, Keyword Companion, etc).
2. Refine it
You’ll end up with thousands of key words or terms but
don’t be put off; it’s a real opportunity.
You may be tempted to go for the words that get big
numbers, say 4,000 searches a day just in Australia (like
IT security), but don’t. Firstly they're broad and secondly,
the big guys will be paying a fortune in Google Adwords
and back links (see later) to own them.
Look at broad searches like IT Security, but these will
include other words in and around yours (e.g.
xxxITxxxsecurity) and you won’t know which ones they
are.
Better to look at exact searches (IT security), but also
SEO competition (how many pages are competing for
the term) as well as how much is being spent on it. If
there are 4,000 searches a day here, there could be 10
million pages competing for it and $0.3 million being
spent per day to own it.
If your pockets aren’t that deep, go 1 or 2 levels down
to find the terms that describe exactly what you do (e.g.
IT managed security services, Brisbane). There might be
only 2 searches per day for this term, but if it’s exactly
what you do and you only want local customers, they’ll
find you easily. This is because there are far fewer pages
(read competitors) competing for it.
3. Enhance your bait, don’t stuff it
So now you know a term that 2 people per day are
looking for. What do you do now? You don’t take IT
managed security services, Brisbane and plaster it over
every page on your website. Apart from making it
obvious to your visitor that you’re ‘key word stuffing’,
Google will penalise you and downgrade your site.
Take one page (or create a new one—see over) and put
this key term in the URL (can’t usually do this for Home),
in the H1 (main heading) and 2 hidden yet vital places—
the Title Tag and Meta Description. These are the first 3
lines that come up on the Google results page when
your term is searched.
The first line is the Title Tag and the next 2 are the Meta
Description. These 3 lines are all your searchers will see
when your term comes up, so make sure they’re
persuasive (not technobabble) but kept them tight. It’s
like Twitter; you have to be brief. Use the terms also a
few times in the text, but only where it makes sense.
10 Steps to Lead Generation As You Sleep
It’s easier than you think

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4. Deliver on the bait
When they get to your page, they’ll be expecting to
read about IT managed security services in Brisbane, so
if your home page doesn’t say that, don’t send them
there. That is, don’t make your Home page the bait,
chose another.
There are 2 ways to do this 1. find the page that most
delivers on the term or 2. create one that talks about
it exactly. The SEO experts prefer the latter (and so do
we) and if you check their sitemaps, they have heaps
of ‘other pages’ that don’t fit their main menu
structures. That is, they’ve created lots of pages that
deliver exactly on the key terms they want to be found
for.
5. Ask for something
So, your searchers have found your page, what now?
How will you know what they thought or did then?
Unless they instantly picked up the phone and called
you or were tracked by your website, you’ll never
know.
So, ask them to take action e.g. download a resource,
ask a question, contact you by email, anything that
requires them to provide their email addresses. You
can then track their responses individually (if you can
track web visits) or statistically via Google Analytics
(you’ll get the numbers but not the names).
6. Give something back
Your best chance to get their details is to offer them
something of value for free — a useful download, a
brief guide, link to a useful resource, video etc.
Apart from asking their first and second names and
email addresses, don’t ask for more at this time. We
use and recommend Marketing Automation software
to deliver and track responses and to ask specific
questions per resource or in sequence, but we don’t
suggest this on your first contact.
7. Add them in
The first download is the first move. After they’ve
taken the bait, you may or may not know if they’ve
opened and read the resources, but you do want to
keep the relationships going. So, put them into your
system and send them something else of use in 2
weeks or so. You still won’t know their specific pains,
but you can send them another useful resource and
ask questions to find out about their pains, but don’t ask
too many.
8. Reel them in
On the second and subsequent downloads is when you
can ask specific questions to find out if these 2 are leads,
tyre kickers, students or spies. Apart from phone
numbers and company names, you may want to know
where they’re located (Russia and India may not be too
useful), company size or vertical, interest in your
resources (tyre kicking or looking for a solution), current
pains, and if they have projects or reviews planned to fix
them in the next 12 months.
Once you have interest in your offer and a project or
review date in 6-12 months from a company of the right
size and location, you have a lead your sales team (or
telemarketers) can call to start direct dialogue. Mission
accomplished.
If neither is a lead (now or at all) you can put them onto
‘drip feed’ campaigns based on their profiles. They may
be leads one day or might refer you to someone who is.
Either way, don’t ignore them.
9. Send out more bait
Assuming you want more than 2 leads in your pipeline,
you can 1. add more landing pages to your website
matched to key words 2. split other resources into small
articles to publish for back links 3. place some Google
AdWords. These will give you more key word searches or
make your page(s) rank more highly with Google so
you’re closer to the top of the search results.
10. Automate your bait
If you want to qualify leads as you sleep (or play or focus
on core business) the best way is to automate your lead
generation i.e. set and monitor which is not set and
forget. You need to read your lead reports.
It doesn’t matter a lot which software you choose, and
most aren’t expensive, but don’t try to do it manually.
You could end up with gaffs, gaps and overlaps. A sure
way to lose leads while you sleep. ###