There is a new challenge for SMB’s: Developing an effective lead generation strategy in an internet-dependent marketplace. As consumers become more and more reliant on the internet, there has been a drastic shift in how they research, receive, and pay for products and service. Has your lead generation strategy changed? FREE DOWNLOAD of the SMB Lead Generation Strategy PDF at ReputationLoop http://bit.ly/2oJCKLb

1. SMB LEAD
GENERATION
BASICS, STRATEGY & STATS

2. LEAD GENERATION
As consumers become more and more reliant
on the internet, there has been a drastic shift in
how they research, receive, and pay for
products and service.
With a wealth of information at their fingertips,
buyers can complete most their purchases
online. If they do need to visit your business to
purchase, most of the work is done, and with a
decision made before they reach your doors.
You are out of
business if you
don't have a
prospect.
Zig Ziglar was a salesman known around the world as a
performance trainer for major corporations, motivational
speaker, and author of best-selling books such as See You at
the Top and Secrets of Closing the Sale.
There is a new challenge for SMB’s:
Developing effective lead generation strategies in
an internet-dependent marketplace.
Gaining and retaining a customer’s interest through the entire buying cycle has become even harder.
As a small business, you need to develop an innovative lead generation strategy that gets your business in
front of your ideal customer, so you can build trust and convert prospects into leads.

3. LEAD
GENERATION
BASICS

4. LEAD GENERATION BASICS
Even if you are
a small business, you
can still have a large
customer base.
You just need
a straegy in place
that generates more
quality leads.
A person who has shown interest in your
product or service in some tangible form.
What is a LEAD?
Your process for attracting and converting your
audience and prospects into people interested
in buying from you.
What is a LEAD GENERATION?
When prospects are interested in your business
it is easier and less expensive to get them to
buy from you in the future.
Why you need LEAD GENERATION?

5. LEAD GENERATION BASICS
After you have
attracted your
audience, the
Lead Generation
process converts
those visitors
into leads for
your sales team.
You qualify a lead by gathering enough
information from people in your audience to
gauge a valid interest in your company. Use
contact info to nurture the lead.
How do you qualify a Lead?
OPT IN FORMS
WEBPAGE CONTENT
BLOG
CONTENT UPGRADES
SOCIAL MEDIA
COUPONS
WEBINARS/COURSES
Ways you can capture Leads:
LISTS OF RESOURCES
VIDEOS
PPC ADS
INFOGRAPHICS
EBOOKS
NETWORKING EVENTS
DEMO/FREE TRIAL

6. BUILD
AUDIENCE
Blog
Email
Social Media
PPC
SEO
LANDING
PAGE &
OFFER
GIVEN
Offer CATs
High-Quality
Content
Forms
OFFER
TAKEN &
LEAD
CAPTURED
Offer Accepted
Lead Captured
NEW
LEAD!
Use the
information
collected to
qualify lead
for sales
team
LEAD GENERATION PATH

7. MOST
EFFECTIVE
18% paid
search
60% email
marketing
11% both
social &
display ads
LEAD-GEN
TACTICS
-Source: B2B Magazine

8. LEAD
GENERATION
STRATEGY

9. 1. PLAN
Analyze current NEEDS
Set lead-gen GOALS
Develop buyer PERSONAS
2. DEVELOP & CREATE
Develop an irresistible MESSAGE
Create valuable & attractive OFFERS
Create engaging CONTENT for website
3. DISTRIBUTION
OWNED: Website, Blog, Email, Social
EARNED: Reviews, Testimonials
PAID: PPC, Social Media Ads, Events
4. CAPTURE
Present OFFER to visitors/audience
Use enticing CALL TO ACTION
Optimize short LEAD CAPTURE FORMS
5. ANALYZE & TRACK KPIs
Analyze leads to find top SOURCE
Compare content PERFORMANCE
Monitor offer CTR & make adjustments
6. CULTIVATE INTEREST
Encourage continued ENGAGEMENT
Show value in EMAIL CAMPAIGNS
Nurture long-term RELATIONSHIPS
7. CONVERT TO SALE
Implement CONVERSION STRATEGY
SEGMENT visitors by behavior
PERSONALIZE offers
LEAD GENERATION STRATEGY
46% of marketers believe that lack of
an effective strategy is the biggest
challenge in reaching the next level of
lead generation performance.

10. Theofferdeterminestoa
largeextentwhetheryou
canmaintainadialogue
withaprospectrather
thanaseriesofepisodes.
Theoffercommunicates
yourintention.
Phil Fernandez, CEO,
president & co-founder of
Marketo cloud-based
marketing software,
successful serial
entrepreneur & author of
Revenue Disruption
The offer determines to
a large extent whether
you can maintain a
dialogue with a
prospect rather than a
series of episodes. The
offer communicates
your intention.

11. 01
02
03
OFFERS & LEAD MAGNETS
With buyer personas in mind
create free checklist, eBooks,
courses, and valuable resources
and build a landing page for each.
Include content upgrades such as
checklists, templates, or videos with
bonus tips on your blog posts to
convert your readers into subscribers.
Offer high-value content, tools, and
intro products prospects don't mind
exchanging their email address for.
The lead magnet is your irresistible OFFER. Take time
to create valuable extras relevant to your audience.

12. 01
02
03
CALLS TO ACTION
Make your CAT stand out with a
contrasting color to your
background color
Text of your CAT should tell
people what will happen when
they click (ex. "Get FREE PDF")
Place your CATs where your users' eyes
naturally go on your web pages. Use heat
map analytics to see where that is.
Create dedicated landing pages for CTAs so users are sent
to a page that will convert them to a lead.

13. If you want better
leads, you need a
better website and
high converting
landing pages.
The less information you ask for on
the first step the more likely people
are to fill it out.
Add trust seals, photos, and
testimonials to increase credibility.
Use action-oriented "power words"
highlighting benefits above the fold in
your offers.
Consider end-goal to determine what
actions you want the user to take.
Create easy access to lead capture
forms by having a form on every page.
Test, adjust, retest, and adjust until
you see conversion improvements.
BUILD AUDIENCE &
OPTIMIZE LANDING PAGES
BLOG... CONSISTENTLY
Improve lead generation and increase
conversions with these marketing
tactics that help you build your
audience, improve your conversion
strategy, and capture more leads.

14. MAKE
CATs
STAND
OUT
AND
FORMS
EASY
TO
FILL
USE
LEAD CAPTURE FORMS
Multiple CATs to
Lead Capture Form

15. Lead
Generationisa
fairlycoreactivity
tomarketing.
Chris Brogan is CEO of
Owner Media Group ,
providing strategy and skills
for the modern business. He
is also a highly sought after
professional speaker and
the New York Times
bestselling author of nine
books and counting.
Lead
Generation
is a fairly core
activity to
marketing.

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NEXT: LEAD GENERATION STATISTICS
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17. LEAD
GENERATION
STATISTICS

18. Lead Generation
Statistics
Percentage of
organizations believe
email is one of their most
effective lead generation
channels
Percentage of
marketers spending
more than $50 on
each lead generated
Percentage of
marketers spending
over $1,000 on each
lead generated
42%
1 2 3
1) Marketo 2) Mintigo 3) Mintigo
74% 5%

19. Email Marketing
Statistics
Email is the most
commonly used B2B
lead generation
strategy
Number of emails
sent daily
B2B marketers say
email is the most
effective channel for
generating revenue
78% 297
billion 59%
1
2
3
1) Demand Metric Corp. 2) The Wonder of Tech 3) B2B magazine

20. Getting more leads is great!
But you want leads that deliver the best ROI.
14%
28%
42%
56%
70%
R
O
I
#
ofLeads
C
TR
,O
pen
R
ate
Q
ualitative
0%
MOST IMPORTANT METRICS FOR EMAIL CAMPAIGNS
Source: Marketing Sherpa

21. Content Statistics
Content marketing
generates three times
as many prospects as
outbound marketing,
but costs 62% less
82% of consumers who
purchased viewed at
least 5 pieces of
content from the
winning company
68% of consumers feel
increased positivity
about a brand after
consuming content
from it
62%
less
1 2 3
1) Demand Metric 2) Forrester 3) Media Connection
82% 68%

22. Website Statistics
Organizations with
websites of 401-1000
pages get 6 times
more leads than sites
with 51-100 pages
48% of marketers build
a new landing page for
each marketing
campaign
81% of businesses
report that their blog
is important or critical
in generating leads
6
TIMES
MORE
1
2 3
1) Hubspot 2) Hubspot 3) Hubspot
48% 81%

23. SEO Statistics
SEO leads have a 14.6%
close rate, outbound
leads (ex. direct mail or
print advertising) have
a 1.7% close rate
60% of all organic clicks
go to the organic top 3
search results
Brands relying on
inbound marketing
save over $14 for every
new customer acquired
14.6%
CLOSE
RATE
1
2
3
1) Search Engine Journal 2) Business to Community 3) Openview
60% $14

24. CONCLUSION
Your lead generation strategy lays out the process of sparking interest in your business to get prospects
into your sales pipeline. When you’ve figured out what your potential customer wants, and you can tie
that to a valuable offer you will consistently generate quality leads.
Driving quality leads to your business with a solid lead generation strategy will take planning and
consistent effort, but the ROI is unmatched when compared to traditional and outbound marketing tactics.
Working on creating quality content and valuable offers is just the start. You’ll need to nurture social,
online, and face-to-face relationships, while deploying engaging email marketing campaigns and using
multiple channels to get your offers in front of the right audience.
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