How To Generate/Nurture Leads And Convert Them Into Paying Clients
This article is applicable to online and brick & mortar businesses.
Niches where I have tested these strategies for:
Landscaping
Real Estate
Dental
Digital Marketing
SaaS
Coaching
Fitness
Roofing
Lead Generation Strategies
Facebook/Instagrams Ads
Organic Marketing
Email Marketing / SMS Marketing
Systems and Automation
Funnels/Landing Pages
Lead Magnets
Facebook/Instagram Ads
This paid advertising is the most cost-effective form of social advertising as it has a robust set of targeting options effectively reaching your target audience and maximizing your 𝐑𝐎𝐈. Paid ads will increase your brand visibility and raise your brand awareness among your target market. Crafting your best content/offer and getting it in front of the right audience at the right time is the key to expanding your reach and increasing conversion.
In relation to this topic, I suggest using Lead Generation and Conversion Ad Campaigns. All the leads I generate would automatically be added into an email drip campaign to nurture them. Follow up emails within 5 minutes after a lead comes in is definitely crucial. Most leads won’t even remember they have opted into your Facebook lead ad/form unless you call/email them within the next 5 minutes.
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𝐓𝐚𝐜𝐭𝐢𝐜𝐬:⠀⠀⠀⠀⠀⠀⠀⠀⠀
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1. People’s attention spans are short so make your creative as catchy as possible.⠀⠀⠀⠀⠀⠀⠀⠀⠀
- Use your strongest images in front of the video ads to make sure it speaks your message clearly on the first few seconds of your clip.⠀⠀⠀⠀⠀⠀⠀⠀⠀
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2. Majority of your audience are possibly busy people and won’t even have the time to unmute their phone.
- When using videos, use compelling images and text that stands out to get your audience to understand what your content is about even without the video sounds on to deliver your message effectively.⠀⠀⠀⠀⠀⠀⠀⠀⠀
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3. Test one variable at a time and wait for a few days to evaluate your results until it shows statistical significance.⠀
4. Choose the right campaign objective aligned to your campaign goals.
5. Test significant variables to see which combination performs the best.
6. Always start with a low budget when testing ads and scale once you have a winning ad.
7. Measure everything…⠀⠀⠀⠀⠀⠀⠀⠀
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𝐌𝐞𝐭𝐫𝐢𝐜𝐬 𝐭𝐨 𝐦𝐞𝐚𝐬𝐮𝐫𝐞:⠀⠀⠀⠀⠀⠀⠀⠀⠀
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𝘙𝘦𝘢𝘤𝘩⠀⠀⠀⠀⠀⠀⠀⠀⠀
𝘌𝘯𝘨𝘢𝘨𝘦𝘮𝘦𝘯𝘵⠀⠀⠀⠀⠀⠀⠀⠀⠀
𝘈𝘤𝘲𝘶𝘪𝘴𝘪𝘵𝘪𝘰𝘯⠀⠀⠀⠀⠀⠀⠀⠀⠀
𝘊𝘰𝘯𝘷𝘦𝘳𝘴𝘪𝘰𝘯⠀⠀⠀⠀⠀⠀⠀⠀⠀
𝘙𝘦𝘵𝘦𝘯𝘵𝘪𝘰𝘯⠀⠀⠀⠀⠀⠀⠀⠀⠀
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Organic Marketing (Social Media)
Ways to do this:
Media Outreach - Whether you're in B2C or B2B marketing, media outreach is an important marketing approach to raise brand awareness, build new relationships, and improve lead generation; hence better customer acquisition.⠀⠀⠀⠀⠀⠀⠀⠀⠀
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This approach will help spread the word out in front of your target market.
Tactics:
Get on relevant Facebook groups in your niche, establish rapport and make meaningful connections. Once that relationship is established, share your business to everyone (if allowed/whenever necessary).
Get on Facebook groups, search for relevant keywords - to do this, get on a Facebook group/community you are a member of and type in your keyword on the search bar on the top right corner of that group page. Search through the posts and look for opportunities.
Reach out to influencers in your niche, establish a relationship with them and offer to give them something valuable in exchange for a shoutout or a promoted post from them. This will get your content in front of a vast amount of followers that those influencers have in their account.
Social Media Marketing - The most efficient and cost-effective marketing trend for any type of business, wether you're a startup or an established company.⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀
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Build your social media presence with the advantage of this marketing approach to connect and engage with your audience, get to know them, and establish customer rapport.⠀
Tactics:
Post valuable and engaging content consistently. Content is KING as they say.. but quality over quantity is key.
Know when to post online (make sure to check your social media account insights to know the times when your audience is online and active). No one is going to see your content if no one is online.
Engage with your audience 5 minutes before posting something, in my years of experience - I find this effective in warming them up to compel them to give back and engage with your content. The Facebook/Instagram algorithm will know if your engagement is authentic. Make sure to like/comment on someone’s post ONLY if you genuinely find it engaging.
Plan your monthly content calendar, this will save you a lot of time and headaches trying to come up with content to post every single time. Dedicate a week or two to plan and schedule your content ahead so you can just sit back and engage with your followers at least 30-60 minutes a day.
Use relevant and unsaturated hashtags (there are plenty of free resources out there that will give you the basics of how to do hashtag research).
Define your target market, where are they hanging out? What are their hobbies? What’s their lifestyle? Once you have created your customer personas, only then you will be able to reach and connect with them.
Remember, the more engaged followers you have, the more chances you get to turning them into paying customers
Social Media Marketing takes time to actually start bringing results to your business. Expect 1-3 months of consistent marketing before it yields results.
All the leads generated from your organic marketing efforts should be automatically added into a particular drip campaign to make sure they stay as a “WARM” lead and won’t turn cold. Keep them engaged and make sure to add the right segment of your leads to your retargeting campaigns (retargeting Facebook ads/email marketing — retargeting everyone that has become your email list subscriber or everyone that has previously engaged with either your website or page/s that has not been converted as your customer/client).
Email/SMS Marketing
Connect with your current and past customer base, prospects, and leads using personalized messages tailored to their needs and wants.
Email marketing as an easily-adaptable and cost-effective marketing approach will give your brand a boost and help you increase your business growth rapidly.
Tactics:
Develop your email marketing campaign and incorporate storytelling with your sales emails.
Think about what will make your audience understand you and your business better. Write email/SMS sequences that tell them a story of how you got started and how you got to where you are now. Keep them engaged and make sure to tease them at the end of every email about your topic on the next upcoming email.
When writing sales emails (promotions/offers), make sure to give value firsthand. Establish that rapport, make them trust you.
When writing sales emails, make sure it’s compelling enough and EASY for your audience to say YES to.
Design bi-weekly/monthly newsletters. HTML emails will stand out for its professional look. There are free platforms where you could design these emails from such as MailChimp.
Create your email campaigns in sequences (drip campaigns), ex. Welcome email - welcome email SMS - Storytelling 1 - Sales Email 1 - Storytelling 2 - Sales Email 2 - Giveaway/Free Content Offer Email/SMS ….and so on and so forth.
Systems and Automation
This is my groundbreaking strategy, creating systems and automating all of my workflows. It saves me a ton of time, effort, and money while my business runs on autopilot. I generate leads like clockwork having this strategy in place and helps me focus on doing greater things.
Platforms/Softwares I use for my company:
CRM/Email Marketing/Funnels: GoHighLevel
Team Management: GoHighLevel, Asana, Trello
Invoicing: Stripe
Contracts/Onboarding: GoHighLevel
Automation: Zapier, GoHighLevel, Integromat
Social Media Scheduling: Planoly for Instagram, AgoraPulse for Facebook and Twitter
Images/Videos: Canva, Imovie, Pixteller, ClipChamp, Splasheo
Analytics/Reporting: DataBox, Metricool
Reviews: Trustpilot, GoHighLevel, VideoAsk
Documentation: Google Docs, Google Spreadsheets
Prospecting: Paid Ads, Email, Facebook Groups, Referrals
I recommend you let an experienced professional do this for you if you don’t have any technical background in Digital Marketing. I’m not going to break down how all of these work and how to use them because that would call for a whole new article to cover every detail for each one but I recommend looking into these platforms/softwares to understand what they can do for you and your business.
Funnels/Landing Pages
Funnels/Landing Pages are just as important as building brand awareness and visibility. These are the backbone of your business. You generate leads through Google search, social media marketing, paid ads, and/or email marketing - and this is their next touchpoint on their customer journey with you. It could be a sales page, a free resource, or your website.
Having these in your marketing mix would give you the leverage to show your brand authenticity. Having a professionally built funnel or a landing page would dramatically increase your traffic conversion.
What I use for my company:
GoHighLevel Funnel Builder
Squarespace Website Builder
Lead Magnets
Free resources such as relevant blogs, articles, cheatsheets, ebooks, consultations, and free trial offers are good examples of a lead magnet. If you are in the real estate niche for example, you may want to create free homebuyers’ guides or neighborhood market reports.
Provide valuable content that will attract your target audience in exchange for an email opt in. This would be a good start to build your email list and generate leads. You can deliver your lead magnet offer using any of the marketing strategies above. If you have a good number of followers, you can start from posting it to your social media accounts for your audience to see. If you want to reach a larger scale of your audience, paid ads is the way to go.
Key takeaways:
Know your audience, listen to them.
Define your business objectives and goals.
Have the important measurement metrics that are relevant to your business in place.
Plan ahead - plan your social media content calendar, paid ads strategy, and email marketing strategy.
Choose the right strategy that works for your business
Look for more resources out there if you would like to learn more about marketing - that is if you have time for it ofcourse.
Learn to delegate tasks that you cannot or don’t have time to handle.
Hire a professional if you have no room for mistakes
Now start generating leads and getting clients on autopilot!
