Lead Generation Campaign In 10 Steps: Do It - Don't Screw It

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

STEP 2PICK YOUR

TARGETGROUP

We're here!

WHAT ARE THE IDEAL INDUSTRIESYOUR POTENTIAL CUSTOMERS

OPERATE IN?

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

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THERE ARE SOME PITFALLS ABOUT PURCHASEDCONTACTS: THEY GET OUTDATED QUICKLY, BESIDES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

STEP 9ANSWERS

Inbox (13)

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

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