March 8, 2016
Generating leads can seem like a daunting task for any business – large or small. Especially businesses who have, in the past, managed to grow themselves using more traditional (and costly) methods of marketing.
In this guide I’ll show you how to generate leads online, using one particular strategy that’s added more than 25,000 leads to one of our lists over the last 6 months.
Well here’s the thing…
If you’re already generating leads without following an optimisation process, the steps I’m about to walk you through should open your eyes as to just how easy increasing conversions and scaling up can be. You just need to follow AND execute the plan.
So let's get into it:
Firstly you need to understand that whatever market you’re in, you’re in the business of solving problems. Whether you sell weight loss programmes, B2B services, or adult toys; ultimately your product or service solves a problem that your customer has right now.
So with that in mind, the first thing you need to do is list out your customers problems. Don’t over think this step – just list out the problems that first come to mind.
Below I’ve chosen four problems that bring with them the most pain, for a weight loss hypnosis membership site that we run:
Now that you’ve listed your customer’s problems, it’s time to come up with a headline (or positioning statement) that solves each problem. With your headlines you want to try to aim to achieve one or more of the following:
You can use a similar structure to my example below – of course, making the headlines relevant to your customer’s problems.
Don’t worry about the third section just yet, as we’ll come to that later.
Yup! That’s right… just half the solution… maybe even two thirds if you’re feeling generous.
You see, now that we’ve identified the customer’s problem AND started to think about how our product or service can be positioned to solve each problem, we now need to start building trust.
How do we do that?, I hear you ask…
“It’s Simple, You need to give value first – Ask for compensation later!”
So with the work you’ve done in steps one and two, we’re going to now use that information and deliver it like this:
Now that looks a little complex at first glance so let’s break it down. Firstly, we take one of the problems we listed in step one, which in my example, is “Hunger cravings throughout the day”.
We then create a Content First Landing Page (CFLP) which is usually an article you place on your blog. In this article you’ll want to give HUGE value to your reader.
Remember, the key here is to give value up front, so that you’re able to build trust and position your business as the leader in your market.
Although the aim here is to give big value, we only need to solve part of the problem and demonstrate expertise. We call this Milestone 1 (M1) as we’ll solve the rest of the problem after we’ve captured the reader’s email address.
You’ll see in the example above that I’ve broken the rest of the solution into three Lead Magnets:
This is what readers will gain access to via your email autoresponder, after they’ve joined your mailing list via your opt-in page.
If you don’t yet have an email autoresponder set up, I highly recommend you create a free $1 trial account with Aweber* – by far the best value as far as email autoresponders go, and if you care about your emails getting delivered, these guys have an impressive email delivery track record.
So how do we get them to your opt-in page?
…By making good use of native advertising on your blog:
You’ll also want to use what I call “native links” in the actual content of your post.
These work great as they’re subtle and disarm your reader’s defences against being sold something.
This will help you to optimise your page at a later stage.
A Lead Magnet is an irresistible ethical bribe that offers a very specific solution to your prospects problem at the cost of their contact details.
So for each one of the customer’s problems you listed in Step 1, you should create a lead magnet that solves each specific challenge.
So back to my example…
The problem I’m solving is “Hunger Cravings Throughout The Day”. So I start with my CFLP and then proceed to split the rest of the content into a three part series to be delivered via email.
There are two main benefits to doing it this way:
Lead Magnets can be served up in many different ways. You could deliver your content as a PDF download, a video series, an audio, or even by post – which is still a great way to reach your prospects.
So let’s recap…
A user visits my Content First Landing Page (CFLP). They then they click on a native link within the content or sidebar which takes them to my Opt-in/Squeeze Page, where I ask them for their email address in return for providing them the next part of the solution.
Can you start to see just how powerful this process is?
In the last 6 months, I’ve been able to generate over 25,000 highly qualified opt-ins using just this process alone. And all you need to do is replicate it for your own business.