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Lead Gen Clinic
The document discusses creating an effective marketing strategy, highlighting the importance of understanding prospects deeply and using agile processes for project management. It offers practical advice on lead generation, testing methods, and uniting a team around a common goal while also promoting a lead generation masterclass. The ultimate aim is to achieve marketing results by spring through structured planning and execution.
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Lead Gen Clinic
- 2. You Deserve ThisTime! Silence the Phone Close the Door Grab Pen, Paper or Evernote Free to Create!
- 3. Does This SoundLike You? You are busy with a lot of activity with: more channels more programs and more stakeholders.
- 4. Does This SoundLike You? You are getting business primarily through referrals and not finding it through other methods.
- 5. Does This SoundLike You? You have thought about pursuing different strategies but have been able to turn it from idea to execution.
- 6. Does This SoundLike You? You feel dissatisfied or awkward.
- 7. FAST ACTION BONUS 50Lead Gen Ideas to Start in 2017! (includes resources)
- 8. What You WillLearn How to get the marketing results that you need by spring using an easy step-by-step method.
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- 11. My Team MyCoach
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- 15. 100s of Businesses •USA • Canada • UK • Australia
- 16. You Must Havethis Process • Plan • Budget • Execute • Report
- 17. Or… • Get itdone now and get it done right!
- 18. Or… • Get itdone now and get it done right! • Get it done now and get it done right! • Get it done now and get it done right! • Get it done now and get it done right! • Get it done now and get it done right! • Get it done now and get it done right! • Get it done now and get it done right! • Get it done now and get it done right! • Get it done now and get it done right!
- 19.
- 20. Agile Process Software developerslearned this a long time ago – now it is time to apply it to marketing!
- 21. Development Frameworks Waterfall • Long-termplanning phase • Predictable schedule Agile • Able to respond quickly to change • Short sprints
- 22. Development Frameworks None • Lotsof projects starting • Few finishing • No results Agile • Able to start and finish projects • Responsive to changes in the environment
- 23. Faces of “ItDidn’t Work” Team • Cynicism • Embarrassment • “Hot Potato” Individual • Back to relying on word-of-mouth • Reducing size of goals
- 24.
- 25. Insight You need tounderstand your prospect better than they understand themselves.
- 26. How To DoThis Existing Target: • Yourself (if you are customer facing) • Sales Team • Talking to customers themselves • Demographic analysis on your current customer database New Target: • Survey research • Competitive Analysis
- 27. Existing Target • Informationsources: anyone that is customer- facing • Owners • Sales • Service* • Who are your decision makers/influencers? • Can you easily group like people together?
- 28. New Target • AskMethod • Survey research • “Single biggest challenge” question • Depending on the length of the answer, see the pain that they are in • Do qualitative interviews as well to those that respond • Survey more informally – actual users of the product or service or competitors of the product or service
- 29. Three Goals • Educate(LinkedIn) • Entertain (Facebook) • Empower (Facebook)
- 30. What is anAvatar?
- 31. What this Answers •Where these people hang out (ie. what is their media diet?) • What messages this market will want (ie. what are they normally looking at?) • You need to reach them “where they are” – they are not what you want them to be, they are who they actually are.
- 32. Human Connection • Attachmentis at the basis of human connection • Getting too close too soon seems aggressive • Seek to be understood before they want to understand you
- 33. Mary Ainsworth –Strange Situation A child who is securely attached to its mother will explore and play freely while the caregiver is present, using her as a "safe base" from which to explore. The child will engage with the stranger when the caregiver is present, and will be visibly upset when the caregiver departs but happy to see the caregiver on his or her return. The child feels confident that the caregiver is available, and will be responsive to their attachment needs and communications.
- 34. Human Connectedness in Marketing •People need to have a “safe base” • You need to reach them where they are • You don’t need to “shout” (though you may need their attention!) • People will engage with you when they have a “safe base” • Listen first (if possible) • Start from their needs
- 35. Internal Goal Enjoy theJourney!
- 36. Internal Goal Elevate everyroom that you walk into!
- 37. Test • Don’t relyon one “big bang” • Focus instead on a bunch of smaller initiatives • You don’t have to publish that you are doing it this way too widely!
- 38. How to CreateTests • Focus on “Minimum Viable Product” – this is not the neighbourhood that you will live in • Start small, get fancy later • Make it an “educated guess”
- 39. What is WorkingNow • Google Remarketing • Facebook Retargeting • Facebook Live • “Boosting” Facebook Live posts • Facebook promotions to friends of people who like your page • E-mail marketing (it still works) • PPC (not in all markets) • Targeting e-mail lists • Webinars • Public Relations
- 40. Tools for Testing •LeadPages • Canva • UpWork • Google Analytics
- 41. Cold, Warm, Hot •Cold – people on “other people’s media” • Warm – people who have shown initial interest: • E-Mail list • Facebook list • Google remarketing list • Hot – people who have already bought (this is not a reason to stop marketing)
- 42. Cold, Warm, Hot •Cold: get them to subscribe • Warm: get them to buy • Hot: upsell opportunity (renewal opportunity)
- 43. Example A • SiteSponsorship • PPC • Direct Mail • Deals Site
- 44. Example B • Start-upevents • Women’s events • Marketing events • Working with extended teams • Social media • Local chamber of commerce
- 45. Tips on RunningTests • Understand what you are going to test before-hand (tip – focus on measurable results – sales, leads, downloads, applicants). • There are no sacred cows – kill stuff that isn’t working! • Try to keep the budget as low as possible while still getting a good test. • Once you figure out something that is working, retest based on different variables.
- 46. Special Note • Theseare not statistical tests • Don’t focus too much on the “perfect test” • This is Marketing • Instead, decide on your result from the outset and TEST
- 47. Retesting • Try creativestests on the same medium • Note – headline is the most important variable! • Test different types of the same thing that is working (events, websites etc.) • Look carefully at the demographics that are working and test different places where that demographic lives.
- 48. Unite • Once youhave some successful tests under your belt, you can start to unite others behind you • This is a not-to-be-forgotten step
- 49. Creative Ways toUnite • Individual discussions thinking of the pain that you are solving for each of them • Meeting of minds • The more involved people are, the more engaged they will be in the final decision
- 50. Creative Ways toUnite • Introductory videos • Videos of early adopters • Crowdsourcing of ideas • Google Analytics for decision makers • Get them on board and enjoying the process
- 51. Unite – Sample •Creating a committee on messaging. • Send the draft around the committee. • Messaging got completely created by the group, and the group became completely on-board rather than it being top-down.
- 52. Unite - Sample •Found like-minded people who want to achieve the same goals. • Genuinely connected. • Got them to contribute their skills. • Created a brand, a website, cards and more. • Don’t be afraid to ask for a favor, but also always give favors in exchange.
- 53. Unite – Sample •Created a brainstorm list of names • Got people to vote on those ideas • Based on the results of the top 5, tested it with Google Display Network A/B/C/D/E testing • Once idea was chosen, crowdsourced a cover • Got key people to review the cover and vote • Used the Google Display Network and did A/B/C/D/E testing again
- 54. Now you havea COIN OPERATED BUSINESS
- 55. Coin Operated Business Puta coin in (5%) get your result out (100%) Put in a nickel, get out a dollar
- 56. Scale • Based onyour tests, find out: • What is working • What needs to be tweaked • What needs to be brought to a different audience. • Find prices for each element • Create a formal budget and plan (planning coming soon)!
- 57. Scaling Guide for Bootstrappers •Start with a savings ($300) • Take advantage of free offers from Facebook and Google • Do various tests with a clear goal • Based on the success or failure of the tests, re- invest your profit • Grow your marketing methods
- 58. Plan • Now youhave the system in place, you can plan budgets and execution. • If you are an entrepreneur, it is a good idea to invest money you have made in the initial stages back into the new campaigns. • Excellent and simple tools for planning.
- 59. Tools for Planning •Written goals • Project Lists • Gantt Charts including dependencies
- 60. Projects List • Headings: •Project • Accountable • Green/Yellow/Red Status • Stakeholder • Details • Next Steps
- 61. Gantt Chart • Showlist of projects • Show dependencies • Show planned dates • Make the chart simple so you can be flexible
- 62. Daily Meetings • Scrum-style •What did you do yesterday? • What are you going to do today? • Update everyone on any changes that have recently happened
- 63. Unite • Once youhave some successful tests under your belt, you can start to unite others behind you • This is a not-to-be-forgotten step
- 64. Unite – CaseStudy
- 65. Unite – CaseStudy
- 66. Unite – CaseStudy
- 67.
- 68. Why Did YouShow Up? • You wanted more leads by spring. • You wanted to make a change in your business or your environment. • You wanted to feel HAPPY.
- 69. Question How can youmake this happen by spring?
- 70. Options Go It Alone •Find pieces individually • Use information that may or may not be up to date • Go it alone and perhaps lose motivation Journey With Me • Use a unified system • Have the latest and used by a current practitioner • Have support
- 71. The Gap • Agenciesare expensive • Consultants and gurus are experts only in what they understand
- 72. The Gap • ManyPhDs in marketing are not practitioners • Marketing journals are not read by a practical audience • Many have never actually run a real campaign • College instructors do not necessarily disclose their results
- 73. Lead Gen Masterclass •Intimate group of people looking to expand their business • Meet on a weekly basis for 5 weeks • Includes a weekly worksheet
- 74. Lead Gen Masterclass •A model for the 2017 environment • Get the entire system presented on a weekly basis • Practical, hands-on advice • Motivation • Connection
- 75. Lead Gen Masterclass $199USD $249 CAD £ 149 GBP Limited time: Enroll before January 26th and you will get ONE HOUR FREE 1:1 Coaching
- 76. Lead Gen Masterclass Limitedtime: Enroll before January 26th and you will get ONE HOUR FREE 1:1 Coaching www.jbnetwork.co/leadgenmasterclass
- 77. My Guarantee You willget results by spring, or you will get a FULL refund.
- 78. Total Value • 5hands-on sessions - $500 • 5 worksheets - $250 • 1 hour of coaching - $200 • Total: $950 Instead, I am offering this up for $199 USD
- 79. Marketing Coaching • 1:1Coaching walking you through the system at your own pace – paid in 5 installments. $100/session USD ($499) $120/session CAD ($599) £80/session GBP (£ 399) www.jbnetwork.co/leadgencoaching
- 80.
- 81. 50 Lead GenIdeas to Start in 2017! www.jbnetwork.co/leadgenideas
- 82. Thank You! • I'vebeen reflecting a lot about my past experiences and I wanted to thank you for being such a great mentor and for believing in me. All the things I learned in my first job are fundamental to who I am today. – Tiffany Y • I had the pleasure of working for Stefania during the formative months of my first foray into marketing. She was attentive, patient, and provided a wonderful role- model to develop myself and grow into a new career. - Cameron S • I don't feel like I'm working when I'm with Stefania. It feels more like I'm building a sand castle at the beach, only that what we end up building is so good, that passerby's stop to admire. • Jon L • Stefania is easy to work with. She listens. She knows what she doesn't know, so when she makes a promise, it's a guarantee that can be counted upon. • Doug R