REPLAY: 5 Biggest Lead Gen Mistakes [Facebook Live Show]

Posted on Posted in Advertising, Facebook Live, Lead Gen, Social Media Lead Generation

Episode TRES of Live Online Learning (LOL)… as usual we debuted a cool cheatsheet (8 Tips for Lead Magnets That Sell) AND gave away a seat in my Facebook ads course.

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Here’s what we talked about, in addition to attendee live questions we answered:

  • Why build a list?
    • Most people don’t take action right away first time they come to your site- what % of your visitors become customers the first time they come to your site? How long do they spend on your site the first time they come? Often it’s just a couple minutes.
    • You have to build a relationship and take time to tell the whole story of
      • your value proposition,
      • your company,
      • how you can help them,
      • how you’re different,
      • why they should work with you
      • And you need to capture their info so you can continue that relationship.
    • Historically email marketing is the highest profit digital marketing channel, period.
    • Along with retargeting, it’s hard to do profitable digital marketing without email marketing and lead gen.
  • Do you have an email list?
  • What should leads cost?
    • List some of our results
    • Home furnishing client: 84% reduction in cost per lead through customer analysis to discover ideal customer profile, plus ad and audience testing.
    • Self-help author: 32-cent quiz leads and $3 ebook leads.
    • Staffing company: job applications at 75% lower costs than CareerBuilder.
    • Travel and hospitality: 10-cent B2C leads.
    • Marketing services: $1.82 B2B leads through combination of ad testing and personality quiz.
    • Musician promotion and mentorship website: 7x the new users mainly by testing 80+ images and 15 audiences.
    • Microsoft partner cloud hosting company: $29 B2B leads from CTO’s and IT sys admins.
    • What are your leads costing you?
      • If they’re free, you’re probably not advertising which means you can’t accelerate your volume. Very few companies find free ways to drive enough lead volume.
    • How do you drive down lead gen or email subscriber costs?
      • Smart advertising and testing- having an optimization process to drive more action at a lower cost- ours is called A.C.T.
      • Conversion optimization through split testing
      • Great lead magnets- creating and testing 4-5 of them at least over time
      • Have you analyzed your audience with facebook audience insights?
        • Targeting helps a ton- if you’re in front of the wrong people, you may not get leads, and even if you do, you won’t get sales
  • How do you get more leads? Are you getting enough leads? How many new leads or email list subscribers are you getting a day?
    • Are you giving people a reason to give you their contact info?
    • A newsletter isn’t good enough
    • Are you split testing your landing pages
    • Do you want five times as many leads?
    • List the x times we got from each kind of testing
  • Are leads good enough or do you want sales
    • Are your leads becoming customers?
    • What’s the lifetime value of your leads? (how much revenue does the average subscriber bring you?)
    • Are you reaching enough people? If you don’t get enough leads you’ll never get sales-
    • It’s possible to get leads in a way that doesn’t make them think of you as someone to buy from- they get the thing and forget
    • They maybe get the lead magnet and don’t even read it
    • You might get an email but not have a follow-up sequence to engage and educate and warm them up
  • How being a thought leader increases the power of your lead gen- they want you not just one of you
    • Is it hard to sell the leads you get?
    • Maybe you aren’t differentiating yourself enough
    • How are you different or better than your competition?
    • Do you know who your competition is?
    • Does your lead magnet position you as different and better?
    • Start selling before they talk to a salesperson
  • 10 Lead magnet types
    • What kinds of lead magnets have you created?
    • Quiz, checklist, ebook, case study, webinar, free report, whitepaper, swipe file, cheatsheet, toolkit
    • Whitepapers are boring but credible and highly shared on linkedin
    • Quizzes are the most shared type of lead magnet on facebook
    • Checklists and ebooks are good on fb, li, twit- so doing quizzes, checklists and ebooks is a good way to hit all three.
  • What you need to do great lead gen
    • Advertising (traffic source)
    • Lead magnet (reason to give up contract info)
    • Split testing landing pages, with platform like unbounce, leadpages, clickfunnels, optimizely, optimizepress (or maybe skip this with fb lead ads)
    • Email provider like aweber
    • Email follow-up sequence

 

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