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LEAD GENERATION CAMPAIGNIN 10 STEPS:
DO IT - DON'T SCREW IT!
STEP 1CHECK YOUCOMPANY'SONLINEREPUTATION
MAKE SURE IT IS EASY TO FINDINFORMATION ONLINE ABOUT YOUR
COMPANY AND KEY PEOPLE BEHIND IT
CHECK IF THIS INFORMATION ISADEQUATE AND PERSUASIVE
DOUBLE-CHECK IF A COMPANY'SWEBSITE UP AND RUNNING PROPERLY
MAKE SURE DESIGN OF YOUR WEBCHANNELS IS APPEALING AND HAS
USER-FRIENDLY INTERFACE
FILL IN PROFESSIONAL SOCIAL MEDIAPROFILES FILLED IN WITH YOUR
EXPERIENCE, ACHIEVEMENTS ANDRECOMMENDATIONS
PERSONAL SOCIAL MEDIAPROFILES.. .WELL.. . MAKE SURE
THEY'RE LOOKING DECENT AT LEAST
WHAT PROBLEMS AND CHALLENGESDO THEY HAVE?
WHAT IS IMPORTANT TO THEM?
WHAT DO THEY SPEND THEIR MONEY ON?
WHAT OTHER RELATEDPRODUCTS/SERVICES DO THEY
PREFER?
STEP 3FINDCONTACTS
COLLECT CONTACTS MANUALLY (JUSTGOOGLE THEM AND STALK VIAPROFESSIONAL SOCIAL MEDIA)
BUY READY MADE EMAIL L ISTS
*WE DON'T RECOMMEND TO BUY THEM, CLICK HERE TO SEE WHY
USE PLUGINS AND SOFTWARE TOSCRAP EMAILS FROM THE INTERNET
BUY ACCESS TO SAAS PROSPECTDATABASES
Click!
Click!
Click!
Click!
Click!
Click!
Click!
Click!
THERE ARE SOME PITFALLS ABOUT PURCHASEDCONTACTS: THEY GET OUTDATED QUICKLY, BESIDES
THEY MIGHT CAUSE BLOCKING/BLACKLISTING OFYOUR EMAIL ACCOUNTS.
ALSO BE CAREFUL WITH WEB SCRAPPING: IT 'S KINDOF A GRAY AREA AND MANY WEBSITES DON'T
ALLOW USING IT.
FOR MORE TIPS ON FINDING CONTACTS - CHECKOUT OUR RECENT BLOG POST
STEP 4FROM TWO
HARES FOCUSON THE
FATTER ONE
REPHRASE A FAMOUS PROVERB ANDYOU'LL GET: “YOU RUN AFTER TWO
POTENTIAL CLIENTS - YOU WILL CATCHNEITHER”.
BUT WHAT TO DO IF YOU WANT TOCATCH BOTH OR ALL OF THEM?
THERE IS ONE TRICK.
FIRST, RECOGNIZE 2 TYPES OFPOTENTIAL CLIENTS:
COMPANIES, THAT CAN BRING YOU ALOT OF CASH, RECOGNITION, LONG-
TERM OR REPEATING PROJECTS(USUALLY BIG, WELL-KNOWN,
PRESTIGIOUS COMPANIES; A FEW OFTHEM OPERATE ON THE MARKET)
COMPANIES, THAT CAN BRING YOULESS PROFIT AND BENEFITS (SMALLSCALE, LOCAL, NOT PROSPEROUS
COMPANIES; PLENTY OF THEM ARE ONTHE MARKET )
NEXT, FOLLOW THIS STRATEGY
FOCUS ON CONTACTS THATPOTENTIALLY CAN BRING YOU MORE
BENEFITS:
OPTIMIZE YOUR EFFORTS TO REACH MORECONTACTS WITH LESS BENEFITS (F.E. USE
AUTOMATED EMAILING SYSTEMS TOAPPROACH MANY OF THEM AND TO KEEP
COMMUNICATION PERSONALIZED)
STEP 5SUBJECT LINEFOR HIGHOPEN RATES
SHORT (4-7 WORDS MAX) ANDPERSONALIZED
(INCLUDES A RECIPIENT'S NAME,REFERRAL, COMMON INTEREST)
LOOKS LIKE SENT BY ACOLLEAGUE/PARTNER
CONTAINS A MAIN POINTBUT KEEPS INTRIGUED
HERE ARE SOME GOOD EXAMPLES:
"IDEA FOR [COMMON INTEREST]"
"I HAVE A QUESTION ABOUT [COMMONINTEREST]"
"[COMMON CONTACT] RECOMMENDEDCONTACTING YOU REGARDING [TOPIC]"
"[NAME], DO YOU HAVE 10 MINUTES FORSKYPE CALL?"
HERE ARE SOME GOOD EXAMPLES:
"IDEA FOR [COMMON INTEREST]""I HAVE A QUESTION ABOUT [COMMON
INTEREST]""[COMMON CONTACT] RECOMMENDED
CONTACTING YOU REGARDING[TOPIC]"
"[NAME], DO YOU HAVE 10 MINUTESFOR SKYPE CALL?"
STEP 6EMAIL BODY
THAT SEDUCES
SKIP LONG INTRODUCTION IN THEBEGINNING ( IT 'S IN YOUR SIGNATURE..
WE HOPE)
USE A REFERENCE, MENTION WHEREYOU GOT CONTACT INFORMATION AND
WHY YOU SENT THIS EMAIL
BE CUSTOMER-CENTRIC, MAKERESEARCH ABOUT A RECIPIENT AND
TAILOR EMAIL CONTENT AROUNDYOUR FINDINGS
DON'T TRY TO SELL AND DEFINITELYAVOID PHRASES LIKE “OUR
[PRODUCT/SOLUTION] IS WORTHTRYING” OR "WE CAN HELP YOU"
INSTEAD, TRY SOMETHING LIKE THIS:
" I ASSUME YOU ARE ALSO FACING [APROBLEM] DUE TO [SOME FACT
CAUSING A PROBLEM]. WE WENTTHROUGH THE SAME SITUATION IN OURCOMPANY LAST YEAR. HAVE YOU TRIED
[SOME SOLUTION] OR [ANOTHERSOLUTION]?”
STEP 7CTA
DEFINE WHAT YOU EXPECT FROM ARECIPIENT BY ADDING A CLEAR
CALL-TO-ACTION (CTA) -OFFER A MEETING OR A CALL
Let's Talk
!
HERE ARE SOME GOOD EXAMPLES:
"IDEA FOR [COMMON INTEREST]""I HAVE A QUESTION ABOUT [COMMON
INTEREST]""[COMMON CONTACT] RECOMMENDED
CONTACTING YOU REGARDING[TOPIC]"
"[NAME], DO YOU HAVE 10 MINUTESFOR SKYPE CALL?"
STEP 8FOLLOW UP
DON'T PACK EVERYTHING INTO YOURFIRST EMAIL. INTRIGUE POTENTIALCUSTOMERS ENOUGH TO REPLY TO
YOUR EMAIL
FOLLOW-UP WITH MULTIPLE NEWMESSAGES (UP TO 8, ALTHOUGH SOME
SAY IT TAKES ABOUT 13) UNTIL YOUGET A RESPONSE
STOP SENDING FOLLOW UPS IF YOUGET A NEGATIVE ANSWER (YOUSHOULD, HOWEVER, REPLY IT)
IF YOU GET A POSITIVE ANSWER - KEEPCOMMUNICATION PROACTIVE AND
TWO-SIDED AND FOLLOW THE NEXT TIP
IF YOU FOLLOWED OUR TIPS SO FAR,AT THIS POINT YOUR INBOX WOULD BE
FULL OF ANSWERS. AND IT 'S VERYIMPORTANT TO RESPOND TO THEM AS
FAST AS POSSIBLE
SO WHAT IS WHAT IN YOUR INBOXAND HOW TO REACT ON THAT?
IT 'S “YES” IF YOU HEAR “LET'S TALK”,OR IF YOU ARE ASKED TO PROVIDE
DETAILS.
IN THIS CASE ARRANGE ACALL/MEETING ASAP. IF IT DOESN'T
LEAD YOU TO A DEAL - ASK FORREFERRALS AND FEEDBACK
“NO” IS EASY TO RECOGNIZE, IT SOUNDSROUGH AND SHORT, SOMETHING LIKE “WE
DON'T NEED YOU! NEVER EVER EVER!”
BUT DON'T IGNORE NEGATIVE ANSWERS,NO MATTER HOW HARSH THEY MIGHT
SOUND. REPLY, THANK FOR THEIR TIME,ASK FOR FEEDBACK AND REFERRALS
IT 'S “LONG YES” IF IT 'S NEITHER “YES”NOR “NO” (YOU USUALLY HEAR“MAYBE”, “WE ARE NOT SURE”)
IN THIS CASE YOUR TASK IS TO GET ADEFINITE ANSWER ASAP
HERE ARE SOME GOOD EXAMPLES:
"IDEA FOR [COMMON INTEREST]""I HAVE A QUESTION ABOUT [COMMON
INTEREST]""[COMMON CONTACT] RECOMMENDED
CONTACTING YOU REGARDING[TOPIC]"
"[NAME], DO YOU HAVE 10 MINUTESFOR SKYPE CALL?"
STEP 10THE CALL
WHO WILL HANDLE THE CALL? IS IT THESAME PERSON WHO SENT OUT EMAILS
AND FOLLOW UPS? IF NOT - ENSURECONSISTENCY
BE SURE THAT A PERSON WHO WILLTALK TO CLIENT CAN HANDLE IT:
SHE/HE SHOULD HAVE GOOD VERBALSKILLS, CONFIDENT AND EASY GOING
TONE OF VOICE
MAKE SURE THERE'S NO LOUD NOISE INTHE BACKGROUND
CHECK YOU INTERNET CONNECION
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