Fair to say?
This lead generation method needs to be at work 24/7, 365 days a year if you want your business to continue to grow.
Also, you need to have a template or pre-designed process that you can implement in your business that will generate quality leads leading to the type of customers you want.
Which customers are those?
The ones who open up their wallet and buy from you over and over again, while being a good referral source.
Before we discuss the lead generation marketing plan template today, Let’s first be clear on one thing.
Lead generation and marketing
What do I mean by that?
You use marketing to generate the leads – i.e. content marketing, banner ads, Ads on Facebook or Google, etc.
Simple enough? Make sense to you?
Which leads us to lead generation marketing for your business.
More, specifically lead generation through digital marketing by way of content marketing – my personal favorite.
So, what does your lead generation marketing plan template look like?
You will be employing content marketing as your main source for online lead generation.
Per dollar spent content marketing generates approximately 3 times as many leads as traditional marketing. (Source: Demand Metric)
So, that is the reason why we’re going to use content marketing as the foundation of our lead generation marketing plan template for your business.
Sound like a plan to you?
The template has 3 parts.
- Attraction Strategy
- Email Marketing
Follow me so far?
Okay. Good. Let’s continue. Shall we?
You’re going to use content marketing as your attraction strategy.
So, what does that entail?
I don’t typically make assumptions, but I am going to assume you have a website or blog for your business.
Is that the case? If not, stop reading this blog post, get with the program and get one started by either setting it up yourself or paying someone to do it. I maybe able to help you as well. Shoot me an email and we’ll go from there.
Before we talk about how to write content that will produce leads, you’ll need to do some keyword research for keywords that are related to your business. Google Keyword Planner is a free tool you can use, that works well.
A couple of things on keyword research.
- Based on whatever your keywords are for your business, focus on ones that have high search volume.
- Target more than one keyword per piece of content.
What are my reasons for doing this?
Simple. The more one searches for a particular keyword, the better your chances of being found in the search results.
Second, why target more than one keyword for each piece of content? It has the potential to drive tons of visitors to your site.
What’s better 1 keyword where there is 6,000 searches per month or 5 keywords that have a combined total of 50,000 searches per month?
My gut says the latter.
What say you?
Now that you have found your keywords, utilize them to form your blog post title, put in your meta description, URL of your blog post and sprinkled throughout your content.
To explain each of those in detail and how to exactly go about it I suggest you read this blog post by Chris Lee. He does an awesome job of walking you through this.
Now that you have all of that keyword stuff taken care of there are a few other steps we need to touch on before getting to writing the content which I know you’re waiting on.
- Make sure each blog post is 1,000 to 2,000 words in length. Why? This is something that is widely considered to be a metric Google uses to determine if your content is quality or not. If you’re going to spend time writing content, your best served to make sure it is quality to maximize your return-on-investment (ROI).
- Write 1 blog post per day. Why? It shows Google you’re relevant and you having something to offer. Google loves fresh content. Also, you’re more likely to get more traffic from search results this way.
- Write in a conversational tone. Meaning write like you’re talking to a friend of yours that is sitting directly across from you. Make sense? You certainly do not want to be boring.
Okay, now we’re on to the good stuff.
[tweet_box design=”default” float=”none”]
So what really makes content marketing the best option for online lead generation?
You solve problems for your potential customer through your content
By doing so you show them how your product/service is part of a solution to that problem.
To take it one step further your content allows you to demonstrate to your prospective customer that you’re competent and really know what the heck you’re talking about.
Considering that you write 1 piece of content per day it affords you the ability to consistently show that same prospect that you’re competent.
Also, according to Google’s Zero Moment of Truth Research in 2012 it takes 10.4 pieces of content online before a prospect is ready to engage with you.
That is the attraction strategy.
Are you following me so far? Great. We’re not done. So keep reading on.
The great thing about content marketing is that your prospect can engage with you right there in the comments section after they read your content.
This is a great way to get a dialogue going with that potential prospect, provided they respond to your content after they have read it.
Depending on the level of engagement within the comments section between you and your prospect you can schedule a face-to-face meeting, phone call, or Skype.
That is what I would call a quality lead.
What about you?
Can you do this with traditional marketing?
Would a Facebook Ad or Google Ad allow you to connect with that prospect in this manner?
I think not, which is why you receive 3 times more leads from your content marketing efforts.
Within your content and various places on your blog you can employ
Email marketing or E-newsletters are one of the top 5 methods for B2B lead generation methods according to (Source: MarketingProfs)
I touched on a couple of email marketing tips that will show you how to collect email addresses through your blog and it’s content.
Also, I recommend you read my blog post on email marketing tips for customer acquisition. This will show you how and what to write in your emails.
So why do we combine email marketing with content marketing?
Because, as I stated a little while ago it takes 10.4 pieces of content before a prospect is ready to engage with you.
Do you think everyone who visits your blog will make it a priority for them to stop by and read your content every day?
It would be great if that happened wouldn’t it?
Sure it would.
Giving your prospect the opportunity to sign up to your e-newsletter or to receive updates via email allows you to send your prospects an email letting them know you just published a new piece of content.
That allows for you to keep that prospect aware of your new content and furthermore if a prospect gives you their email address that is huge it’s saying:
- I want you to email me…
- I want to receive information from you…
- I am giving you the permission to market to me…
A word to the wise on that last point find out what that prospect’s needs, wants, and desires are before you try to sell them something.
Can you handle that?
I think you can.
There you have it.
This is your lead generation marketing plan template for your business.
Follow those 3 parts.
Wash, Rinse, and Repeat
Do you have a lead generation marketing plan in place?
How is that process working?
If you could improve that process, would you?
If you answered no to all 3 questions, what is holding you back.
Let’s connect to see if I can help.