Customers are the backbone of your business. To keep them, you need to build your email list to master the art of lead generation strategies.

Quick Links:

• TIP: How to master lead generation strategies [Infographic Download]
• Episode Overview – Lead Generation Tools – Survey Tools for Lead Generation
• Personal Note from Jenn Neal on lead generation strategies
• Featured Guest Expert: Eric Beer
• Episode audio [Podcast on Spotify]
• Blog Post – Mastering the Art of Your Lead Generation Strategies
• Related Posts

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TIP: How to master lead generation strategies

What’s In This Episode

Marketers have a lot of things on their plate. But one thing shouldn’t be overlooked. It’s the power of great content.  In this episode, Eric and I cover ways to make your content attractive. But we also talk about getting the right type of content. You need different types of content, but not all rolled into one piece.  We talk a lot about getting to know your audience. How do you open those communication lines with them? It’s all about the way you write.

Job well done, worth the work and wait.

-Jenn Neal

List building and how it’s kind of like landscaping…

I sat on the patio reclined in the lounge chair under the shade, sipping my ice cold drink and staring up at the sun filtering through the leaves of our honey locust tree. 

Being able to enjoy this summer afternoon was literally 3 years in the making. And it all started with…

Grow, Dammit!

These were the words painted on the small wood sign that I stuck at the base of our new tree. 

A tree, which I desperately needed to grow to shade the west side of our house. A tree which currently resembled the Charlie Brown Christmas tree with basically one stick. 

Every month I would make sure the weeds were pulled, and the tree was deep watered and fertilized. And end of the summer – same thing.

One stick. Straight up. 

Next year, we popped a few branches out but the tree now looked like a super anemic cactus type tree.

Is it Ever Going to Grow?

When is this thing going to grow?!

Maybe I need a different kind of tree. Or different fertilizer. Or something – because this isn’t working!! End of summer… same thing. 

And then springtime the next year. I swear that as the snow was melting someone went out and replaced the tree with a new one. It seemed like practically overnight our little Charlie Brown tree had grown up – it was now a full tree – practically touching our house and thriving!

And there I was, lounging in the shade and enjoying the benefits of literally seeds planted years ago. Job well done, worth the work and wait. 

In a funny kind of way, this is the same thing that my guest on today’s podcast reminded me of.

Lead Generation Strategies from the Expert

In today’s episode, we talk about lead generation strategies using surveys, quizzes, and other tools to actually ask your audience questions that help define your content.

And, using numbers to continue refining your message and segment out your list so that your content is EXACTLY what your prospects and customers need to hear. 

It’s super amazing – and super nerdy – but just like my much needed shade tree, a thing you’ll be proud of and will serve you and your list so so well. 

Take a listen to today’s episode – with my guest Eric Beer. TCT016 – Mastering Your Lead Generation.

-Jenn “Grow Dammit” Neal

Mastering the Art of Your Lead Generation Strategies

To master your lead generation strategy, you need to consider a number of factors. For example, are you providing the right services to your customers, how you are using surveys to create more personalized content, and what strategies are the most effective?

So let’s dive in:

Using Surveys to Create Personalized Content as a Lead Generation Strategy

Of course, when we think of lead generation, our first thought is to conduct surveys. We ask customers questions that we think they may be interested in, for example, “What pop artists were you interested in in high school?” The key is to make these questions more interesting so that customers can have an engaging experience when answering them.

At the start of the survey, you may want to ask market demographic questions since they are low-commitment and non-invasive. These may include questions like gender and age. However, you only want to answer questions that you will actually be using to formulate your marketing strategies. That’s because people’s time is valuable, and you want to maximize it by taking the most actionable data out of it that you can.

Once you get people talking, you can then come to a more in-depth, story-telling part of the survey where they will be open to answering more personal questions like why they like Elvis Presley or why they stink in tennis. These questions can be open-ended and should not be boring.

By analyzing what people are writing, you can find out what challenges they face and what they are saying about your business. By listening to them, you can find out how engaged that person is, which can help you score your lead higher.

Lead Generation Strategy: Scoring Your Lead

To score a lead, we use open-ended questions to find out how many words a particular lead has written down. As you continue to go forward, you can assign more scores to that lead based on how willing they are to answer further questions and give you more information.

For example, if that person is willing to give you their phone number so that you can text or call them or allowing you to connect to their social media, it is an indication that these people are more engaged. With more information, you can understand their behaviors and what their specific product demands are. They can then be scored on your engagement and allow you to segment them.

Following the 80/20 Rule and Creating Segments

The 80/20 rule asserts that only 20% of the people will account for 80% of your business. Hence, it is important that you identify these people and focus on keeping them engaged by getting a good understanding of what they want, what their problems are, and once you identify them, you can place them into different segments.

However, make sure you do not make too many segments; many of these segments will overlap, and you will need to see if they really should be one segment. Typically, about four segments are ideal for a business. Not every single person in the segment will have identical ideas or behaviors as another person, but you need these segments to level out the see-saw.

Many marketers make the mistake of getting an email list, dumping the same information in them, and then sending it out to all their leads. However, these types of campaigns are not very effective since the personalization factor is gone, and you are unable to relate with your leads and touch their emotions.

Generating Need in Your Leads

The goal of a brand is to generate a need for their products among their prospects; however, you cannot tell them outright that they need to buy an offering from you. So what you do is understand your prospects and come up with something clever or intriguing that will grab their attention.

When you succeed in doing that, you can ask them to fill a form so that you can explain to them what it means and how it can solve their issue. So you get this person to sign up, and from that result, you have an outcome. The results (your lead page or your opt-in page) will be connected to that outcome.

You can have one lead page going to the same outcome or have multiple lead pages going to the same outcome.

Once your customer is there, you can give them a quick fix to their problem; however, this is not the ultimate goal of your lead generation strategy. You need to transition into the need; you need to let your customers that this is only a quick fix, but if they really want to fix their business over the long-term and not deal with such problems ever again, there is something more that they need to do — and that’s your cue to start pitching whatever it is that your brand offers.

Follow-Up Emails

After that, you will need to make follow-ups. If you have a big open rate on your email, you can send this to your leads, which will let them know you are a safe site and place you in their contacts list.

Typically, you want to send some indoctrinating emails, like your epiphany story, who you are, how you started on your journey, etc. Then, after a few days, you come at them with different buying behaviors or a more impulsive email, or an FAQ email. And in the last string of emails, you can add a FOMO factor, like “do it now, or it’s gone.”

If some of your leads even do not buy what you are offering, you can send them another string of follow-up emails asking them why. Most of the time, businesses will find that they were unable to adequately communicate elements they had that would keep their customer’s attention engaged and encourage them to buy their offering.  These follow-up emails are powerful since you can find out the reason that’s stopping your lead from completing the action and give them an incentive to do that.

Social Media Lead Gen

A lot of people want to use Facebook because everyone is on Facebook. However, you do not want to completely rely on social media to get you traffic because what if your page gets blocked or the site ceases to exist? Instead, you should try to create a pattern interruption and bring your social media leads off of Facebook and into your website.

You can still use Facebook to stay in touch with your customers, but your goal is not to pull people off of Facebook but to build your own business, to sell something, and to do that, the best channel is to build an email list.

In the end, if you are hoping for someone to buy your business, it needs to have customers. Technology is great, but most businesses out there do not have a lot of customers. You cannot replicate customers. Customers are indispensable, so you just need to keep building your list to master the art of lead generation strategies.

Related Posts

Why My Perfect Survey Method Works In ANY Industry… And Why BILLION-dollar Businesses Use It Too!

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Make Marketing Automation Work For You In 2021

Do you feel you have enough content for your business? What do you need to add most?