Use Marketing to Prospect
You could prospect for clients by picking up the phone or going door-to-door to spread the word about your business. I consider this type of prospecting “hardcore”. Pushing through the fears of rejections and the feelings of being intrusive is a skill everyone should master but it shouldn’t be the only way you prospect.
“There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available.” Peter Drucker
The internet gives us an easy way to get in front of potential customers. We can reach a bigger audience with less effort and it’s still cost effective. The trick is to find the right engagement to attract the buyers we seek.
Lead magnets are a great way to catch your target audience’s attention and make an introduction. To warm up the leads so we are spending time with individuals that are already interested in what we sell.
The purpose of your lead magnet is to catch your audience’s attention and capture a name and email address.
*side note, the more information you require the more interested each lead will be in learning how you can help them.
To create an effective lead magnet you must focus on one specific problem.
Broad lead magnets like the one above are too broad to bring in qualified leads. If your goal is to bring in buyers an effective way to develop your lead magnet is to think about your best customer. How did you first get them interested? How and why did the relationship progress? Use that information to inspire the creation of your lead magnet.
Use an image that relates to the story you are trying to tell. Less is more when it comes to your “copy” or words on the lead magnet. This type of advertisement has only one objective. That objective is to pique the interest of a potential buyer enough that they are willing to give you their contact info. Think of it as an actionable billboard.
Most companies have several lead magnets designed to attract potential buyers at different parts of the purchase journey. Knowing exactly what stage of the buying process that individual opted in at lets you cater to their experience.
It’s important to keep asking questions and developing your sales funnel. Your goal in building this funnel to know how long it takes you to close a sale once they have opted-in and what percentage of those opt-ins close.
Once you know those stats you will know exactly how many people you need to attract and how long it takes to turn them into a buyer.
This is a cycle that you should continue to improve. Focusing on improving your conversions and your sales cycle. To improving conversions you need to continue to ask customers questions and learn ways you can better serve them. To shorten your sales cycle you need to question every step of your current one. Maybe you give too many options or not enough information upfront.
Good Marketing creates a drip of potential customers.
Great Marketing creates a steady stream of potential customers.
Excellent Marketing creates a flood of potential customers.
I have never worked with a business that couldn’t solve most of their issues by creating a system for lead generatation.