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BUILDING ATTRACTORS THAT WRANGLE LEADS

Kim Albee & Margaret Johnson

Genoo / ContentZAP!

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Your PresentersKim Albee

@kimalbee

/in/kimalbee /in/margaretjohnson99

@marketingsings

Margaret Johnson

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Why we are doing this…Lead Nurturing – Easy as PIE – feedback: #1 Boggle is Attractors

When you have great attractors, you will:• Build a more engaged list• Increase your prospect potential• Have a reason to reach out• Lead your leads• Provide value• Sell without selling

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Today’s Focus• What’s an attractor?• What makes a good attractor?• What’s the right way to distribute

attractors?• Once established, how to

leverage an attractor• How can you use an attractor to

get new leads

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What is an Attractor?Content that is perceived as relevant by your target audience – valuable enough for leads to trade their email address (and maybe more) to receive it.

- Also known as: Lead magnets

• Typically free – (though be cautious using that term)

• Not an offer or a CTAPOLL

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What Makes a Good Attractor?• Webinars (gotcha!)• White papers• eBooks• Assessments• Checklists• Research / Reports• Surveys• Quick-start Guides• Cheat sheets

• How-to guide / list• List (Top # or other)• Videos• Presentations• Trials or samples• Consultations• Contests

• Downloadable PDFs

#leadgenDownloadable, well-formatted PDFs

Examples…

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Examples…

Webinars

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How do you know what’s relevant?

Maybe not…

• Testing• Personas

• Psychic intervention?• Intuition?• Gut feeling?

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Testing – Click Votes…

Score now. Trigger First!

Score now. Trigger Later!

Score now. Trigger Later!

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Buyer Personas• Watch the replay of our recent webinar:

• Download our Buyer Persona Quickstart Guide http://www.genoo.com/blog/201408/Why-You-Need-a-Strong-Marketing-Persona-to-Succeed

http://contentzap.com/beware-of-the-buyer-persona/

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The “Right” Way to Drive Traffic• Broadcast emails / segmentation emails• Calls-to-action or offers• Ads – Facebook, Retargeting, Adwords• Social media posts (LinkedIn / LinkedIn Groups)

• Always gated.

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How to Leverage for the Long Term• Website calls-to-action• Clicks in emails• Retargeting Ads• Nurturing Sequences

• Repurpose for social content distribution• Build a wider content footprint

beyond your site/blog…

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Don’t Miss the Mark…Attractors are NOT

• Sales brochures• Announcements• Corporate bios• “In yer face”

• Having no follow-up plan is a wasted attractor

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You WANT Attractors… • Scoops: approx. 200 leads• Webinars: approx. 1,473 leads (since February).• eBooks & Quickstart Guides: approx. 150

• Blog Subscribers: 27

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Let’s Brainstorm…• Professional Services Organization wants to be perceived

as a thought leader…

• How about a local geo B2C company…

• Education organization…

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Your Turn!

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Next Session – Actions, Pages, and Bears, Oh My!

• We will cover calls-to-action and landing pages so you get the most interest in your attractors.

• Thursday June 4th - 10am CT…• Register at http://contentzap.com/events

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What’s next? You tell us…Please open the question box and type in the answer to this question:

What will make the biggest difference in your successful implementation of online marketing?

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THANK YOU! QUESTIONS?Follow Kim:

LinkedIn: http://linkedin.com/in/kimalbee

Twitter: @kimalbee

Follow Margaret:

LinkedIn: http://linkedin.com/in/margaretjohnson99

Twitter: @marketingsings

Follow Genoo & ContentZAP!:

Twitter: @GenooMarketing

LinkedIn: https://www.linkedin.com/company/genoo-llc