This is a talk I did with a group of small businesses on lead generation

1. Lead Generation made easy!
Presenter Danielle MacInnis
www.macinnismarketing.com.au

2. My background
IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION

3. Why are you here?
Hint: Have you got a burning
marketing question to ask? Now is
your chance!

4. Agenda:
How to create a compelling lead generation system
for your small business
What’s in it for you?
• Online marketing information
• Understanding the new landscape
• Use online tools to ensure you
attract leads
• Be there at the right time with the
right offer to the right customer
• Learn from one another
• Live demonstrations

5. Assumptions
Strategy before tactics
1. You have identified your ideal
customer/client
2. You know what problem you
solve for them better than
anyone/thing else
3. You have a core difference
4. You have a consistent brand
identity; look and feel, message

6. Lead Generation

7. Online Marketing marketing function has become complicated
1 I don’t know what’s working and what’s not
2 I don’t know where to find new customers
3 I don’t have enough customers
4 Visitors don’t buy
5 I don’t have enough time

8. Online Marketing
1 SEO
2 Directories
3 Web and Blog
4 Content
5 Reviews
6 Social
7 Local
8 Deals

9. Do you have a list?
House Lists tend to fall into 4 types:
1. Paper list (thankfully heading toward extinction)
2. Text file
3. Excel spreadsheet
4. CRM solution
Remove dead or invalid contacts
Append information
Get more qualified leads

10. Uploading an email list
Normally as a csv file or xls file
Remove dead or invalid contacts
Append information
Get more qualified leads

11. Offers
Offer on your business card
On your website
On your directory listings
Offer
Free consult
Click to call
Contest
Pricing tools
Collaboration
Community
Crowdsource
BOOK NOW
Book a dog or cat clip and
receive your free conditioner
valued at $15

12. Content
Video - How toos
Curated lists
Checklists
Resources
How to find content
Google Alerts
Google Reader
Search.twitter
Social CRM
Alltop blogs
Google
User Stories
How toos
Demonstrations

13. Content Plan as a Lead Generation Tool
 Key considerations:  Sources of content
 Target Personnas  Mediums
 Pain points  Key Words
 Buying Stage  Messages
 Topics  Distribution
 Amplication
 Call to Action
MESSAGES TOPIC/ CONTENT PIECES KEYWORD(S) PAIN POINTS BUYING STAGE TARGET PERSONA(S) DISTRIBUTION AMPLICATION OFFER/CTA
MONDAY
Author: 12 Revealing Charts to Help Blog, Case Studie, E-book, business blogging, Owner Ollie, Mary Marketer Free Report: Marketing Benchmarks from 7
Due Date: 20/10/12 You Benchmark Your Download whitepaper,video, blogging benchmarks
Publish Date: 23/10/12 Business Blogging interview
Performance [NEW DATA]
TUESDAY
Author: Anum Hussain Top SEO Tips Straight From Survey, audit search engine Owner Ollie, Mary Marketer Free Guide: Learning
SEO from the Experts
Due Date: 20/10/12 the Industry Experts optimization, SEO
[INFOGRAPHIC]
Publish Date: 23/10/12
WEDNESDAY
Author: Maggie Georgieva How to Craft the Right Webinar marketing surveys, Owner Ollie, Mary Marketer The Ultimate Guide to
Using Surveys in Your
Due Date: 20/10/12 Questions for Your Next survey marketing
Marketing
Marketing Survey
Publish Date: 23/10/12
THURSDAY
Author:
Due Date:
Publish Date:
FRIDAY
Author:
Due Date:
Publish Date:
SATURDAY
Author:
Due Date:
Publish Date:
SUNDAY
Author:
Due Date:
Publish Date:

14. Design of button SOURCES FOR IMAGES
creativecommons
Despositphotos
Your library
Mashable list
iphone
Discount Health Foods

15. Design of button
How to detox your
system safely
Find out how!
Download Now

16. Design of button SOURCES FOR IMAGES
creativecommons
Despositphotos
Your library
Mashable list
Planning a
Planning a
Party?
Party?
20 of the
20 best
of the
best
activities to
Download Now
activities to
do at home
do at home
for 5-8yr
for 5-8yr
olds!
olds!

17. Design of button
Buy our
Buy our
invite pack
invite pack
and
and
Get a email template as
Get a email template as
well for
Order Now
well for
Free!
Free!

18. Design of button
Got a great food business idea?
Enter our Incubator idea
competition!
One company will win the day with
us worth $500 to test your concept!
Drawn March 31st. Conditions apply Enter Here

19. Lead Generation System
Hint: Have you got a burning
marketing question to ask? Now is
your chance!

20. Where to put your form?
Website home page
Directory Listings
Email footer
Flyers

21. Lead Capture
Email System
Form
http://www.wufoo.com http://www.jotform.com

22. Google Loves:
Expert Content
Tips
Content

23. What system to use
Email System
MailChimp
http://www.aweber.com.au

24. Amplify Content
Social Profiles
Facebook
Google+
LinkedIn
Twitter
U-tube
Slideshare
Pinterest
Be sharable

25. 20
Measurement
Tip: How do you show
that you care?

26. Groom Co
Grooming experts for small dogs

27. Groom Co
Grooming experts for small dogs

28. What to measure?

29. 53
Want help...?
www.macinnismarketing.com.au
www.daniellemacinnis.com
Over 80 Small Business Marketing Apps

30. 50
Don’t re-create, be resourceful!

31. 54
Thank you