No New Customers. Capture Leads Instead!
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Instead of searching for new customers, it's about time you start attracting leads and educating them. THEN lead them to become a customer!
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No New Customers. Capture Leads Instead!
- 1. No New Customers. Capture Leads. Why leads, not sales, is the new way to power your business Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechnology.com @Ramonray
- 2. Author, “Facebook Guide to Small Business Marketing” Speaker Event Producer Journalist Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechnology.com @Ramonray
- 3. No New Customers. Capture Leads. Why leads, not sales, is the new way to power your business Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechnology.com @Ramonray
- 4. Entrepreneur (own 2 businesses) Graduate FBI Citizens Academy Spoke with President Obama in first Google Hangout Play piano Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechnology.com @Ramonray
- 5. No New Customers. Attract & Capture Leads Why leads, not sales, is the new way to power your business
- 6. People do business with other people.
- 7. Always Strive to Increase “Know, Like, Trust”
- 8. “Ramon , I’ve stopped selling dog food. I find out who likes dogs or has dogs. “ Alex Zhardanovsky, CEO of Petflow
- 9. It costs lets to sell a customer than to find out what who they are or what they like. You can sell to them later!
- 10. 360 Marketing Success Lifecycle Marketing
- 11. Why Focus On Leads? • Constant Flow of Prospects • Educate and market to prospects constantly • Constant Flow of New Customers • Solidification of Brand
- 12. Best Practices in Capturing Leads and Rocking CRM
- 13. Attraction Concepts • Prospects aren’t looking for your company • Discover you by accident or through your attraction strategy • Narrow focus • Engage and follow up
- 14. Target
- 15. Target concepts • Big dreams, rule the world , sell to everyone! • Selling to everyone is inefficient and expensive • Narrowly define target customer • Meet them where they are
- 16. Successful companies start targeting narrow…
- 17. If You Sell to Everyone, You Sell to NO ONE Know who your target market IS and Who it is NOT
- 18. Benefits of clarity in target customer • More focused marketing messages • Find the right type of customer • Design products and services to meet the right customer • Increased customer satisfaction and referrals
- 19. Your Target Customer Demographics: Who they are • Gender • Age • Income • Geography • Education • Ethnicity • Employment level • Size (B2B) Psychographics: Why the buy • Values • Motivations • Attitudes • Beliefs
- 20. Your copy will reflect your target attraction!
- 22. Attract Interest
- 23. Your Attract Strategy • Your attract strategy is a function of your time, budget, audience and offering. • Where do your customers hang out? • How will you get noticed?
- 24. Get Noticed! • Content marketing • Social media • Face to face / WOM • Events • Advertising • Partners and affiliates
- 25. (Social) Content Marketing is: • Creating and sharing valuable content that attracts, educates & engages people. • Telling stories that connect the audience to you and your brand.
- 26. (Social) Content Marketing Goals • Educate • Inspire • Entertain • Persuade • Create conversation • Establish authority / build personal brand • Lead generation
- 27. Content Topics Ideas • Cornerstone content (FAQ about your product) • How-to instructional videos • Concepts or ideas • Opinions or perspectives on current events • Research and analysis • Tips and tricks • Recommendations • Insider information
- 29. Examples of Content Types • Blog posts • Videos • Images / pictures • Reports • Infographics • Emails • Coupons / offers • Games and Contests
- 30. Social Media Marketing Goals • Listen & learn • Engage • Build community Participation Leads to Behavior
- 31. Social Media Topic Ideas • Quick response to inquiries, complaints or compliments. • Current events • Customer success stories • Pictures and quotes • Contests
- 32. Social Media Success is F R E A •Frequent •Relevant •Engaging •Analytics
- 33. Examples of Other Attract Tactics • Pay per click • Advertisements • Review sites • Direct mail • Directories • Events • Professional organizations • Networking
- 34. Collect Leads
- 35. Lead collection insight • Give prospects a LEAD MAGNET so they won’t forget you • Give to get • Incentivize them to give their information to get your education (or offer)
- 36. Provide Value to Get Value • Webinars • Podcasts • E-books • Training • Discounts • Coupons • Contests
- 37. After attracting the audience, make the sale or get contact information.
- 39. Tag (categorize) your leads as you capture them
- 40. “We have identified three questions that allow us to DIVIDE our leads. This allows us to spend our time only on the most qualified and interested ones.” -Heather Lemere Salon Success Strategies Be Efficient
- 41. Lead capture tactics • Pop-up subscription forms • Forms • Contests , digital fishbowls (or real ones) • Kiosks or tablets at events • Contact information at point of sale
- 45. Once a lead is captured, your marketing campaigns can educate them to a sale!
- 46. 360 Marketing Success Lifecycle Marketing
- 47. Want information about Lifecycle Marketing? Give Ramon your business card with “LCM” on it.
- 48. No New Customers. Capture Leads. Why leads, not sales, is the new way to power your business Ramon Ray Small Business Evangelist, Infusionsoft Technology Evangelist, Smallbiztechnology.com @Ramonray
Editor's Notes
- Speaker Details: Ramon Ray Small Business Evangelist, Infusionsoft Ramon is a former technology consultant has hands on experience in a variety of technologies including social media, mobile computing, computer networks, online software and more. His expertise is technology, marketing and sales, including: personal branding, networking, business growth. Ramon is marketing and technology evangelist of Smallbiztechnology.com and Infusionsoft. He is passionate about helping small businesses grow their businesses by educating them about technology and marketing best practices. He is a journalist, freelance writer, event producer (including Small Biz Big Things with Seth Godin), speaker (including the Computer Electronics Show with Guy Kawasaki), emcee (including Association for Enterprise Opportunity Awards with Daymond John of FUBU and Shark Tank) and author. His third book is an Amazon.com bestseller: Facebook Guide to Small Business Marketing. Over his extensive career Ramon has written thousands of articles, spoken to thousands of business owners and impacted hundreds of thousands of small businesses to help their businesses thrive, using technology. Session Description: Join us on an exciting journey to learn the steps to get new customers and keep the ones you have. Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal: attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.
- Speaker Details: Ramon Ray Small Business Evangelist, Infusionsoft Ramon is a former technology consultant has hands on experience in a variety of technologies including social media, mobile computing, computer networks, online software and more. His expertise is technology, marketing and sales, including: personal branding, networking, business growth. Ramon is marketing and technology evangelist of Smallbiztechnology.com and Infusionsoft. He is passionate about helping small businesses grow their businesses by educating them about technology and marketing best practices. He is a journalist, freelance writer, event producer (including Small Biz Big Things with Seth Godin), speaker (including the Computer Electronics Show with Guy Kawasaki), emcee (including Association for Enterprise Opportunity Awards with Daymond John of FUBU and Shark Tank) and author. His third book is an Amazon.com bestseller: Facebook Guide to Small Business Marketing. Over his extensive career Ramon has written thousands of articles, spoken to thousands of business owners and impacted hundreds of thousands of small businesses to help their businesses thrive, using technology. Session Description: Join us on an exciting journey to learn the steps to get new customers and keep the ones you have. Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal: attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Lifecycle Marketing. Lifecycle marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Lifecycle Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this session is for you.
- As you begin attracting more consumers to your business, you’ll want to make sure they don’t leave and forget about you. Give them something to take with them in exchange for their contact information. This is called a lead magnet and can be anything of value, such as a free report, coupon or giveaway. Attracting customers starts with focus. Knowing whom you’re talking to, where to find them and how to encourage them to give you their contact information is the strategy that will set you apart from your competitors.
- Once you’ve attracted the right audience, you need to either make the sale or get their contact information so that you can follow up. Build trust and give your prospects a reason to opt-in. Here are examples of things you can provide to your audience to get them to opt in.
- Here are examples of tactics used to get information. Pop up opt-ins work. Forms are a great way to get prospects to opt-in. Other tactics include holding contests with online forms or fishbowls in your physical location. Ipads and kiosks at your events Asking for contact information at point of sale never hurts either
- Small Biz ICON Finalist – Salon Success Strategies Please describe your business in detail. We are a professional marketing company that caters to salons, day spas and medical spas. Our foundational program is a monthly marketing program that creates, designs and implements our clients campaigns. How do you get leads to opt-in to your marketing list (landing pages, forms, etc.)? Please include links to any online material s . our main page allows leads to sign up for a free membership to receive tips *see http://www.salonsuccessstrategies.com/ Our warming emails that we send out through our partners allow clients to receive free tips *see https://salonsuccess.publishpath.com/free-tips#. We have several more campaigns that go out to leads or direct leads to our pages to entice them to sign up. *see https://salonsuccess.publishpath.com/follow-up-procedure-form#. If we are at a show, we usually have a laptop or Ipad available offering if people sign up on site we will enter them into a contest to win a free marketing kit.