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

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.

To be sure not to miss future live shows, opt in here to join the email list so we can keep you notified!

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