This Presentation Will Scare Your Competitors Chris Fawcett,Third Marble Marketing Introductions Please add to the chat window: What you do, and what kind of leads you’re looking for. For example: - “Real Estate Agent, First-time Home Buyers” - “Dentist, Families New to the Area” - “Auto Body Repair, Bad Drivers with Good Insurance and Expensive Cars”
Your Competitors Know More Than You That’s why they are growing faster and they’re stealing your customers. You need to educate yourself on how to get more leads for your business. To get more leads, you need to educate your prospects and make them: ● Aware of the value of your service, then ● Get them interested in engaging your company, then ● Make a decision to engage, then ● BUY
Typical Sales Funnel
General Ideas for Online Lead Gen Strategies 1. Build Great Content - Blogs, Videos, Articles, Case Study, Newsletter, eBook 2. Distribute that Content ● Search Engines - SEO, PPC Ads ● Display Ads - Google, Facebook, YouTube ● Social - Facebook, LinkedIn, Twitter, Alignable Content Ideas: ● Top 10 ____ that _____ for ______. ● Long story that engages and establishes credibility. ● Comparison article / charts for competitors (prices, features, services). ● Reviews of competitor’s product or service.
Content Organization - Example 1. Headline - Grab attention, make the RIGHT PERSON want to read 2. Hook - Build interest, make the rest worth reading 3. Problem / Issues - Identify the problem clearly 4. Solution - Be the hero, save the reader from certain death 5. Conclusion - Summarize key points 6. CALL TO ACTION - “Yes! I want to subscribe for your newsletter!” Your content should be high-quality and easy to read. Use lots of bullet lists, block quotes, images, images with call-outs, headlines and sub-headlines. Your content should be well organized.
Specific Ideas for Distributing Content Online ● SEO: ○ Title tag in the form of a question, or “Top 10…”, or “How to…” ○ Blogs - 1000+ words, several pictures, bullet lists (3000+ words get more shares) ○ Outbound links to high-quality websites ● Display Ads - Competitor Display, Demographics, Interests, ‘Similar To’ ● Remarketing Ads - Google, Facebook ● For Ads and SEO, great headlines = more readers. “Click bait” ● Provide your content to similar websites that might benefit ● Join email lists and ask them to promote your content in their email ● Publish a book on Amazon Kindle, link to your content in the book, give the book away for free.
Know What to Measure Impressions Visitors Leads Appointment Sales Referrals Close Rate Click Thru Conversion Appointment (%) and Referral Rate Rate (%) Rate (%) Rate (%) Average (%) Order ($) Ad Cost Maintenance Staff Sales Cost COGS Remarketing
Campaign Cost $1,000 Impressions Visitors Leads Appointments Closes Sales Referrals Referral Sales 100,000 1000 100 50 25 $5,000 5 $1,500 Click Rate Conv. Rate Appt. Rate Close Rate Avg. Order Referral Rate Avg Order 1.00% 10.00% 50.00% 50.00% $200 20.00% $300 Increase 10% 10% 10% 10% 10% 10% 10% Impressions Visitors Leads Appointments Closes Sales Referrals Referral Sales 100,000 1100 121 67 37 $8,053 8 $2,657 BEFORE AFTER $6,500 $10,710 Total Sales Total Sales Ad Cost / Sales 15.38% Ad Cost / Sales 9.34%
Ways to Increase Click Through Rate Click rate is a measure of how well your audience responds to your advertising message. ● Can you improve your message? ● Can you reach a better / more targeted audience? ● Can you improve the offer? ● Is the message right for the targeted audience?
Conversion Rate Conversion rate is a measure how how well your website converts visitors to leads. ● Can you improve your website’s message? ● Would a landing page be better? ● Is it easy to fill-out the online form? ● How are you answering the phone? ● What is your “Call To Action”? ● Can you test better offers or add promotions?
Appointment Rate Appointment Rate is a measure of the both the quality of your leads and you ability to convert leads to appointments. ● Do you follow-up immediately and consistently? ● Is your message from prior marketing consistent? ● Do you make it easy to set an appointment?
Close Rate Close Rate is the measure of how well you communicate your value to your appointment. ● Can you improve your sales pitch / process? ● Do you have a consistent closing strategy? ● Can you improve your appointment filters? ● What can you do to pre-sell before the appointment? ● Know your competitions offer. ● Do you have predefined answers for common objections?
Average Order Size Average Order is simply the amount of revenue you collect from the customer. ● Can you upsell anything? ● Can you implement a recurring revenue model? ● Can you implement a financing plan?
Referral Rate Referral Rate is the percent of referrals you get from existing customers. ● Do you ask for referrals? ● Do you have a referral program? ● Do you consistently let your customers know you want referrals?
Referring Third Marble Marketing If you know of a business that needs more leads, please refer them to Third Marble. ● Email Introductions are Great! Simply email us both and we’ll take it from there. (chris@thirdmarblemarketing.com) ● Free Google Ads Audit - If they aren’t getting the results they want, we’ll audit their Google Ads account and tell them why. ● Free SEO Audit - If they’re not on Page One, our SEO Audit can uncover the reasons why. ● Have them visit ThirdMarbleMarketing.com
Questions? Chris Fawcett ThirdMarbleMarketing.com Chris@ThirdMarbleMarketing.com
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