Making marketing easier with new tools for productivity

Original Post:

This post originally appeared on the Inside AdWords blog.

Mobile continues to raise the bar for marketers – as consumers increasingly reach for their smartphones to get things done, they expect fast and frictionless assistance. And to help them in these moments with more useful and personalized ads, you need scalable, easy-to-use tools that allow you to manage your marketing in smarter ways.

This morning at Google Marketing Next, we shared the next generation of AdWords, DoubleClick and Google Analytics tools, each of them shaped by your feedback and built to help you work as productively and efficiently as possible.

Below is a round-up!

The new AdWords experience will be available to all advertisers by the end of the year

The new AdWords experience marks the most powerful change we’ve made to how advertisers visualize and manage their campaigns in over 15 years. The redesign makes AdWords significantly easier to use to help you reach your unique marketing goals and get things done.

Earlier this year, we previewed a few of the new tools and features in the new AdWords experience. This includes the new Overview page, which automatically surfaces relevant insights about your performance so you can take action more quickly.

Here are some other new things to check out:

Campaign creation
                                   Build campaigns designed around your marketing goals

Performance estimates 
                                          View performance estimates to help plan your display campaigns

Landing page report
                               See how your landing pages are affecting campaign performance

Since rolling out the new AdWords experience, we’ve seen some inspiring results. We see that pages load much faster — on average, 20% faster. Customers like iProspect North also reported that the new design and layout saves them 30% more time when completing everyday tasks.

Starting today, we’re rolling out the new experience to millions of additional AdWords accounts and it will be available to all advertisers by the end of the year. Get started by reviewing our Best Practice guide.

Better together: Google Optimize and Google Surveys 360 integrate with AdWords

Your marketing workflows should be seamless and integrated, from managing media to optimizing your site and collecting performance insights. This allows you to easily apply learnings from one step to another and take action faster. With new integrations for Google Optimize and Google Surveys 360 with AdWords, you’ll be able to test landing pages and gain insights about your ads more efficiently.

Available globally to all advertisers at no cost, Optimize helps marketers test and deliver custom site experiences to improve performance. With the Optimize and AdWords integration, you can quickly and easily create new versions of your landing pages and then apply them to any combination of AdWords campaigns, ad groups, and keywords – no coding or webmaster required. For example, on a summer beachwear campaign, test whether a landing page that features an image of beachgoers performs better than one that showcases your latest swimsuit styles. Optimize will figure out which variation works best for your business and help you get more value from your AdWords campaigns.

Surveys 360 makes it easy for anyone to create a survey, find a specific audience sample across the web, and generate results in just a few days. With the Surveys 360 and AdWords integration, you can easily target surveys to people in your remarketing audiences to help you understand the “why” behind how consumers react to your marketing. For example, ask customers what they thought was the most compelling part of your ad. Or, if you want to know what customers thought of the landing pages you tested on your summer beachwear campaign, quickly launch a survey and ask site visitors what stood out to them on the page.

Smarter planning in DoubleClick Bid Manager

The programmatic revolution has focused on combining data, machine learning and automation to drive better performance. However, few of these benefits have carried over to the world of media planning. To help save you time and improve performance, we’re bringing the power of machine learning to campaign planning with a new workflow in DoubleClick Bid Manager.

Bid Manager uses machine learning to analyze your past campaigns and understand what’s performed well for you before. With these insights, it will recommend the right inventory and targeting to reach your audience based on your unique marketing goals. The result is an optimized media plan tailored to your business, which you can then tweak, approve and activate with one click.

“Planning in DoubleClick Bid Manager helps us find the right inventory and strategies in a matter of seconds. Now we can invest even more time in understanding our audience rather than how we should reach them.”– Louise Lévesque, Vice-President, Marketing & Sponsorship, National Bank of Canada

Unique Reach arrives for AdWords Display campaigns and DoubleClick

Once your ads are up and running, you want to know how many people are seeing them. Reach and frequency are hallmark metrics to measure the impact of display and video campaigns today. At the same time, you need to be thoughtful about how often you connect with a single user to avoid overloading them. 30% of people today use 5 or more devices1 – that means if you reach someone three times on each screen, you could be showing them fifteen ads!

We launched Unique Reach for YouTube in AdWords earlier this year and are soon expanding availability to Display campaigns in AdWords. We’re also bringing Unique Reach to DoubleClick for all your video and display ads, no matter where they run. Unique Reach helps you measure the number of unique users and average impressions-per-user you get from video and display ads. Metrics are de-duplicated across devices, campaigns, inventory and formats so you can see how many people you reached and how often you reach them.

We can’t wait to get these new tools into your hands to hear what you think and help you work faster and smarter. To get the full replay of new innovations at Google Marketing Next, watch the keynote here. Until next year!

1. Google / TNS Connected Consumer Survey, US population 18+, n=1000, Q1 2016

Weekend Favs June 17

Original Post:

Weekend Favs June 17 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • Soapbox – Soapbox is a free Chrome extension that enables anyone to record, edit, and share high-quality videos in minutes.
  • Motoread – A mobile app that lets you speed listen to articles in a playlist format – similar to podcasts.
  • Mplans – Explore their complete library of sample marketing plans for every industry and get inspired to create your own.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape

Why Customer Experience Is the Key to an Amazing Business

Original Post:

Why Customer Experience Is the Key to an Amazing Business written by John Jantsch read more at Duct Tape Marketing

In this post – 5 Steps to Restart, Recharge and Revive Your Marketing Right Now! – I introduced an aggressive initiative to help any business owner struggling to stay on plan with their marketing for the year. The idea is to take the mid-point of the year and get a fresh restart.

In post #4 of 5, I introduced –  How to Perfect Your Lead Generation Follow-up

Today we tackle Step #5 – How to Turn Leads Into Customers with an Amazing Customer Experience

Why Customer Experience (CX) is in everything

So many people are focused on the changes in marketing and all the new things we have to master and pay attention to.

The fact is the most significant driver of change today isn’t the way marketing is changing, it’s the way buying is changing.

If the customer is indeed now in charge of their buying journey, and I believe this is true, then the most important marketing element still left in our control is the customer experience (Cx) – the way in which prospects and customers experience every aspect of our business.

May I be as bold as to suggest that Customer Experience is everything today.

Now, I realize if I’m going to suggest something so far reaching and universal I’m also going to have to help you expand your vision of what customer service is.

See, for me, the customer is experiencing your business long before you are even aware of their need or interest. The question is, have you considered the impact of every marketing decision in this light?

Even Google rewards you

Many people ask me how to get better rankings in Google, and while I may give more technical answers at times, the simple answer is to create a better customer experience.

Google’s objective, when it comes to search is and always has been to reward businesses that create the best, most relevant, and useful content and make it easy for people to find and consume that content. The only thing that’s changed is Google’s ability to understand what content does just that.

With the introduction of the Knowledge Graph, they’ve taken a pretty big leap towards achieving this objective. (Of course, I know their real objective is to get you and keep you in search results so that you might eventually click on an ad.)

So, producing a better experience with your content is customer experience, but so is paying attention to LSI keywords and writing better meta descriptions. (All of which leads to better search rankings and higher click through in the SERPs)

Heck, you can, and I do make the case, that backlinks are CX. If you think about it, the internal links you create should be focused on creating a better reading experience, not a better link structure. The external resources you link to should be focused on creating a better reading experience, and the backlinks you acquire should come from sites that demonstrate a more valuable customer experience rather than as a way to build domain authority – and Google now rewards for all of this

Guide the journey

It’s time to let go of the notion that your website is simply a tool to inform potential buyers on the products and services you offer – or worse a place to get your phone number.

Your website today is the hub or at the very least, the jumping in point of the customer journey. The job of your website is to lead and guide prospects into an ever deepening journey of awareness, trust, knowledge, insight and eventually conversion.

web design

So your website has to accomplish a great deal, but it’s also one very big piece of the customer experience.

Today, the number one thing a prospect wants from your website is a frictionless path to the information or action they’ve come their to find and take.

Website design should be renamed customer experience design and anyone calling themselves a web designer should possess certifications in SEO and content. (Self-serving comment alert: That’s why it makes so much sense to find and hire a marketing consultant who preaches strategy before tactics.)

Floss with your customers

Okay, so far I’ve been focused on the online elements of the customer experience, but in the end, many businesses make or break their customer relationships through a combination of online and offline touchpoints.

  • Think about the hair salon, here’s how this might go.
  • I’m looking for a new stylist
  • I search and find several nearby
  • I click around and like the photos and vibe of one
  • Great I can schedule online
  • I get calendar invite and reminder day of
  • I arrive and am offered beverage (a little early for a beer, but okay!)
  • Stylist asks a few questions and notes them in iPad
  • Haircut proceeds
  • I’m shown a few hair care products right for me
  • I’m given a “new customer kit” with coupons and samples
  • Upon paying they offer to set up next appointment
  • Stylist escorts me to the door and gives me referral and review card
  • About three weeks later I get my next appointment reminder

Sounds like a pretty good experience right? Well, it was, and it was obvious someone gave it plenty of thought.

Oh, I almost forget – what’s with the floss heading?

I was working with a group of orthodontists, and I asked them to tell me the most important thing their patients must do to get a great result with their braces – they all said they must floss!

The follow-up question then was – what stops your patients from getting a great result – and the obvious – “they hate to floss.”

So I started urging them and now anyone who will listen to choose a customer about once a quarter and make them a customer experience guinea pig of sorts. Give them an awesome deal of some special treatment in return for their feedback on every element of your business.

  • Watch them visit your website
  • Ask them to find or do something specific
  • Have them keep a journal and respond to every email
  • Walk them through the process of becoming a customer in slow motion
  • Run everything you do in the name of marketing by them

The first 90

The most tenuous point of any relationship is the beginning. See, when someone becomes a customer, the relationship immediately changes. Before everything was sweet and promising but now they’ve exchanged money for something in return, and this is when things can start downhill.

You must look at your customer’s first 90 days as your customer as a trial period where your entire goal is to construct the type of experience that can only turn them into a raving fan. (90 is an arbitrary number, but you get it.)

It’s not that hard because few do it, but it certainly takes thought and commitment to processes and a culture of accountability.

  • What happens when they say yes?
  • How are they oriented?
  • What do they need to know?
  • How can you over communicate?
  • How will you surprise them?
  • What do all your packages look like? (a package can be physical or conceptual)
  • How will you communicate progress or results?
  • How will you deliver bad news?

Continuous optimization

Creating a great experience is more of a guess than science – but what it does have in common with science is you need to build your experience as an experiment, with a hypothesis, and a plan to test and revise based on results.

A great customer experience comes from a commitment to continuously optimizing every element of the journey – this takes paying close attention, measuring, asking for feedback and applying what you see and hear – but more than anything else this takes care or maybe caring.

Organizations that deliver the best customer experience do so because they care about helping the people they serve. (I don’t know yet how to teach that one)

Turn it to 11

There’s a scene from a Rob Reiner’s classic mockumentary This is Spinal Tap in which guitarist Nigel explains his amp goes up to 11 so they have the little extra when they need it

That’s how I would like you to think about the entire process and journey we’ve gone on these last five days – ReStart Your Marketing and let’s turn it up to 11.

How to Use Content to Generate a Steady Flow of Leads

Original Post:

How to Use Content to Generate a Steady Flow of Leads written by John Jantsch read more at Duct Tape Marketing

In this post – 5 Steps to Restart, Recharge and Revive Your Marketing Right Now! – I introduced an aggressive initiative to help any business owner struggling to stay on plan with their marketing for the year. The idea is to take the mid-point of the year and get a fresh restart.

In post #2 of 5, I introduced – 7 Must Have Elements of Every Small Business Website

Today we tackle Step #3 – How to Use Content to Generate a Steady Flow of Leads

If you are tired of hearing you must produce content to compete in the world of marketing today, I have good news and bad news.

First the bad news 

As content continues to grow in importance in the marketing mix, it must take on an elevated place in your strategy and planning. The use of high quality, education based content has become an essential ingredient in creating awareness, building trust, converting leads, serving customers and generating referrals.

I’ve said this many times over the last few years, but marketers these days have a lot in common with publishers and it’s time to embrace this reality fully – content is air

Now for the good news – you don’t need as much content as you think.

The days of pumping out thin blog posts day after day are over.

For your ReStart program, here’s all you need to do. Consider writing just six blog posts for the rest of this year, but put a month’s worth of blood, sweat, and tears into each one. Deal?

Below the complete system for turning content into leads.

Here’s the system in 3 steps

  1. Create a list of just 6 of the most useful content ideas for your ideal customer
  2. Build a lead generating content upgrade for each piece
  3. Start promoting each piece in advertising and social media (We’ll cover this tomorrow)

That’s it – execute on this over the next six months, and you’ll start generating leads.

Step 1 – What content should you produce?

For a few years, I’ve been promoting something I call the Total Content SystemTM This is simply an approach that allows you to plan, delegate, curate, create, collaborate, repurpose and get far more out of every piece of content you produce. Once your system is in place, it will build momentum with each passing month and begin to multiply in value to your organization.

This is the approach we are going to take to develop your key content.

Through your knowledge and by using keyword tools like Google Keyword Tool or Wordtracker, develop a list of core content topics and assign one to each month for the next six months. (I’ve written a great deal about how to do keyword research, and you can even get an ebook on it below.)

Each theme should be a substantial topic related to your business or industry and represent an important keyword search term. It might be helpful to think about it as a book. Each month might represent a chapter in what will ultimately make up an important body of work by the end of this year.

You can also designate terms that you know you would like to rank higher for, but currently, have little or no content that leads people online or off to you.

Check out my complete guide to keyword research here

Step 2: Create Some Content Upgrades

The notion of getting someone to your website, landing page or content of some sort and enticing them to exchange their email address and other contact information to get something they are looking for is pretty much standard marketing fare these days.

The idea of bait for lead capture has certainly evolved, though. There was a time when all you needed was a lead capture form and message that asked people to sign up to capture an email, but then people got very tired of all the email this generated.

Smart marketers realized that they needed to offer something valuable in exchange – an ebook, webinar or free trial of some sort.

Even so, visitors started getting harder to convert as more and more sites featured pop-up, slide in and scrolling calls to sign up and download.

Today, and who knows how long really, marketers have tapped the seemingly insatiable hunger for useful, actionable, educational content and are employing highly targeted “content upgrades” to effectively convert visiting traffic to lead funnels like never before.

The basic idea behind a content upgrade is this – Write a really great, useful blog post and then when people show up to read it offer them an “upgrade” to the content in the form of a checklist, video, or case study relevant to the topic in exchange for  content details.

Less content, more value

Brian Dean of Backlinko told me that when he discovered the power of the content upgrade, he started producing content less frequently while focusing on creating posts so full of great content they couldn’t be ignored. He then married these posts with a content upgrade that ensured a large percentage of the traffic these posts received (sometimes from the thousands of shares and links from other sites) also turned into leads for his various SEO offerings. (Listen to Brian on a recent Duct Tape Marketing Podcast.)

In this post on Dean’s site Google’s 200 Ranking Factors: The Complete List you’ll find a link to download a handy checklist of the top factors. Dean claims that the addition of this checklist increased conversion on this post by 785%. Not too shabby.

Precisely segmented visitors

Another important factor to the content upgrade is that it helps you segment visitor interest.

Very few people are interested in the generic ebook or report you wrote several years ago, but they are terribly interested in how to do that one specific thing they searched for – all the better that you now have the ability to know what they are looking for and tailor your response to that specific need.

Think about the implications for this when it comes to email marketing follow-up. You now have a much more focused idea about what your subscribers care most about and can tailor your follow-up with this knowledge and even use it to create more complete products and courses based on this interest.

Better automation and follow-up

One of the drivers of this form of lead capture is better automation technology. The days of one size fits all pop-up boxes are over. My current favorite toolset Thrive Leads offers WordPress users what amounts to a Swiss Army Knife of various form creation options. (The opt-in box above for keyword research uses this tool)

The Thrive Leads plugin allows you to create up to a dozen variations of inline forms, light boxes, welcome mats, and slide in two-step sign up forms. Every form can be executed on a single page or post, and every type of capture campaign can be tested against variations.

This type of powerful form creation coupled with lead nurturing campaigns using a tool like Infusionsoft makes the content upgrade an almost unfair competitive advantage.

Developing content upgrades

I wrote a post some time ago on something called 8 Alternatives to the Google Keyword Tool. Google smiled on this post and shows it whenever someone goes out there searching for this trending topic.

If I happened to have a course or ebook on SEO, I could easily capture highly targeted leads by adding a content upgrade to that page. (Hint: When you visit this page you’ll see my content upgrade there.)

One of the quickest ways to identify great candidates for immediate content upgrade opportunities is to look through your analytics and find your most popular content today and consider ways to personalize a content upgrade for these posts.

You can find your most popular pages in Google Analytics by going to Behavior –> Site Content –> Landing Pages

Another great ploy is to use a tool like BuzzSumo to identify some of the most shared content online based on the keyword phrases that relate to your business or ideal client.

My guess is you can easily identify a post that is getting tons of shares that you might be able to both up the game on and create a content upgrade for.

My guess is that in the example above for Backlinko Brian found a post for the top 100 factors and created the top 200 post that kicked that already great post in the rear – add a content upgrade and watch your list explode!

Landing page pioneer Lead Pages has long been a promoter of the simple content upgrade for conversion. Here’s a great post with 21 examples of content upgrades to get your mind humming. (Pay close attention to the content upgrade offer you’ll get on this page too.)

What’s a good upgrade?

You don’t have to overthink the package for a content upgrade. In many cases what you’re looking to do is simplify information not make it more complex. People want relevant snacks more than the full manual.

  • One of the easiest content upgrades is a checklist based on a how to post. People like checklists and they are easy to create.
  • Take a 100 factors kind of post and reveal the top 10 in detail in an upgrade. (Similar to Backlinko post above)
  • Create a list of tools related to a particular type of advice – I could easily add the top 10 tools to use in creating content upgrades to this post on content upgrades
  • Compile a list of links from around the web telling people how to do something based on the tool they use – set up lead nurturing in Infusionsoft, Act-On, Aweber, etc. – the best part is you don’t have to create all of the tutorials you just have to find them.
  • Create or compile a swipe file – if you are telling people how to get influencers to write about their business, share exact scripts and emails they might use as an upgrade.
  • Offer a screencast showing readers exactly how to do what you’ve written about in your post.
    Partner with a tool provider – write a post talking about how to do something and contact one or more provider of a tool for actually doing it and let people enter for a chance to get this tool for free.
  • People love templates – if you write a post giving advice offer to share a template, completed example or form they can use to do what you’ve suggested.

I think it’s time to make content upgrades a big part of your content marketing and lead capture game plan.

Okay, there you have it – you’re ready to start generating solid leads using your content.

Here’s the system in 3 steps

  1. Create a list of just 6 of the most useful content ideas for your ideal customer
  2. Build a lead generating content upgrade for each piece
  3. Start promoting each piece in advertising and social media (We’ll cover this tomorrow)

The remaining step – promoting each piece using advertising and social media is up next – stay tuned.

How to Perfect Your Lead Generation Follow-up

Original Post:

How to Perfect Your Lead Generation Follow-up written by John Jantsch read more at Duct Tape Marketing

In this post – 5 Steps to Restart, Recharge and Revive Your Marketing Right Now! – I introduced an aggressive initiative to help any business owner struggling to stay on plan with their marketing for the year. The idea is to take the mid-point of the year and get a fresh restart.

In post #3 of 5, I introduced – How to Use Content to Generate a Steady Flow of Leads

Today we tackle Step #4 – How to Perfect Your Lead Generation Follow-up

The current infatuation of the internet marketing set is complex automated lead funnels. Go on Facebook, and you’ll likely be hit with ads offering to show you how to make it rain thousands of leads on autopilot.

While I’m not opposed to teaching lead generation techniques, I do think there is an issue with just thinking about the lead funnel as a standalone. After all, you don’t just want leads—you want new and returning customers on a consistent basis.

What you need is a client generation system.

I work with a lot of independent marketing consultants and service professionals, and most of them simply want to work with about ten of the right clients at any given time.

So let’s do some math. Let’s say you have four clients right now, and you would like to get six more. The typical consultant acquires new client by attracting a lead that wants to meet and learn about how you might help them. Let’s say one in four of those meetings turns into a client. (That’s terribly low for the approach we teach, but I’ll use it be conservative.)

With the math above it will take you 24 sales meetings to get the additional six clients needed to fill your practice and meet your revenue objectives. So, in building a lead generation and conversion system, there are two primary questions.

What does it take to get a consistent flow of appointments and how can you convert more appointments to clients. Build a system that does that, and you won’t need to worry about all of the lever pulling elements and moving parts in most lead funnels today.

If you need six clients, build a system that gets you in front of 10-12 qualified prospects, and you’ll land six clients in a matter of weeks, it’s that simple.

Below you’ll find the ten steps involved in creating a customer generation system for your consulting business.

Set a goal for meetings

The very first step is to determine your revenue goal for the year and go backward to determine how many clients you need to reach that goal. Then break it down to determine how many meetings, proposals, and pitches you need to make to hit that goal.


Goal – $250,000 in revenue in 12 months means that if you sell a $500, $3000, or $5,000 service, you will need either 42, 7, or 4 clients respectively to reach that goal.

$500               $3000                        $5000

X 42 clients    X 7 clients                  X 4

X 12 months X 12 month                X 12 months

From this point, you simply need to factor how many appointments it will take to land one new client, and you’ll have your primary metric – X meeting per month. (You may not know how many meetings, but it’s a number you need to watch and reduce as much as possible – lowering this number is the key to success.)

Narrowly define your ideal client

Back on day one of this little restart adventure I asked you to describe your ideal client.

Of course, it’s my hope that you have a pretty good idea of who makes an ideal client for your business but if not keep this in mind. At first target the group you can help the most, the fastest. The reason I advise focusing on this group is that you’ll probably be able to demonstrate how you can help them easily and by getting quick results, build some raving fans.

For example, as a marketing consultant, I can use a set of tools that can show me how badly a business needs marketing help. It’s a matter of auditing their online presence and matching it with a few other bits of data such as industry and even local reputation or groups they might belong to.

Create your workhorse piece of content

Remember back on day three we talked about producing one piece of content per month, but make it awesome.

Now it’s time to create a valuable piece of content that will resonate with your target audience. Most likely this will come out in the form of a blog post.

You may have some ideas about the kind of content that will attract your target audience if you want to make sure this one piece of content is the workhorse you need for your system, spend some time researching the questions and problems your target audience experiences the most.

You can start with a tool such as to identify the most frequently asked questions around a subject. Then move to a forum search by typing forum+your keyword topic (this can be an industry, i.e., forum+chiropractor), and you’ll find forums where your target audience hangs out to ask questions and get advice. The data from both of these sources may prove invaluable as you search for hot topics for your blog post.

Finally, when you think you have a couple of solid ideas, take your topics to BuzzSumo, and you’ll discover a list of the most shared content for each theme. You can often use this information to determine a very hot topic and ideas for how you could create an even hotter post on the topic.

Build or buy a list of ideal clients

Once you know who you want to target you can usually buy or rent a list based on demographics and location if you don’t already have a list you’ve collected. You could also append this list with some other elements such as members of an association or community group if want to refine it further. If properly targeted this list doesn’t have to be very large either.

Use this list to build a custom Facebook audience and further create an expanded lookalike audience to increase the number of potential targeted prospects.

Advertise the content and upgrade

Now that you have an audience ready to target you can create Facebook ads driving people to your workhorse piece of content. In fact, if you don’t even want to go to the trouble of creating ads you can simply point to your blog post in a status update and “boost” your post to the custom or lookalike audience you created.

This means the post will show in your timeline and show up as sponsored post in the timelines of those you’ve targeted. It’s standard practice for any content, but make sure your post has a large image that pertains to the topic. This will help it stand out.

The key to making this kind of promotion work as the first step in customer generation is to add what is called a “content upgrade” to the post. (Also covered in great detail on day 3.)

A content upgrade is simply an offer for related, but perhaps a different form of, content made inside the blog post that entices those that visit to exchange an email address to receive the upgraded version of the content as well.

The reason this is such an effective form of list building is that the person responded to your ad in the first place because the specific topic appealed to them. Once they visited and found the content was solid, they are much more inclined to trust you to deliver something even greater.

Your content upgrade can be in the form of a checklist, ebook, or even a video. As you can see this post has a form of content upgrade offer above, but in this case, I’m not asking for any sign-up. Your content upgrade should come with an ask for an email address so that you can respond with more information.

We use the Thrive Leads plugin to create all of our content upgrade and subscriber boxes in our content.

Offer value to those who respond

Once someone responds to your content upgrade offer, simply reach out and offer to provide a valuable service for no charge as a way to demonstrate how great it might be to work with you.

For example, as a marketing consultant, I might use a few tools to run an audit on their online presence and quickly show them a few glaring weaknesses or places where a competitor has apparently invested and is benefitting.

I could even spin up a nice looking report and offer to simply mail this to them with a further offer to sit down with them and go over a plan of action for improving their current marketing situation.

If you’ve targeted and educated your prospect in this manner, then you are no longer creating demand and selling your harvesting demand and teaching.

An example offer might go something like this:

“would you like me to show you why your competitors outrank you and what you can do about it?” –  I’m happy to show you free ranking factors and create a custom plan for you – no cost or obligation.”

Qualify and set appointments

As you deliver value and move to an appointment, you want to make sure that your prospect is fully qualified to move forward with what you are going to propose.

We use a series of “Discovery” forms that help us understand the prospect’s objectives, goals, and potential challenges. This tool not only helps us learn more so we can deliver more, but it also places a hurdle that might not be approached and scaled by someone that’s not serious.

You can do a lot of free consulting if you don’t target and educate properly.

This doesn’t mean you only help those who are ready to buy; it means you only expend the precious time and specific knowledge you have with those who need and appreciate what you have to offer.

As part of this discussion I might add something like:

“Let me warn you,  I can’t help everyone – I can only help people who already have a solid service/product, are looking to increase their online presence and are willing to work hard at getting a return on what I ask them to do.”

Do the research and deliver the value

Once you’ve established a need and qualified for fit, do the research required to over deliver on what you promised as you set the appointment.

Run your reports on their online presence, use one of the many research tools to teach them about trends in their industry, give them a full rundown on their competitors, and map out the priority initiatives you see them needing to address right now.

For me there are two very significant ways to help our clients get more business immediately – increase the number of leads they are converting and do more business with existing customers.

These are the two areas I’ll address to show them how they could get more business now as we go to work on building a steady stream of new leads and clients.

Close the deal

Now you’ve done the research, and so you assume you have all the answers and the entire plan and you’re simply going to “show up and throw up” as I’ve heard more than one sales trainer describe it.

The key to engagement in this form of lead harvesting is to help the prospect tell you in their words what’s wrong and what not fixing it costs them. Get them to dream a bit about where they want to go and what they think it might take to get there before you prescribe anything.

Once you have them engaged in their story, you can start to talk about quick wins they could they could realize if they did one or more of the things you have in your plan – remember now it’s solely based on what they are telling you.

Then you can stretch and talk about more things that could be done long term to get the solid gains over time. This near-term vs. long-term vision is important to help your prospect see the road ahead and how they get both immediate and lasting change from working with you.

If done properly you simply need to ask them if they would like to achieve these kinds of gains from working with you.

While there are a few things you need to get in place initially and few moving parts you’ll want to test and tweak as you go, a customer generating system doesn’t have to be that complex, it simply needs to be based on your overall growth needs and goals.

That’s it for day 4 of Restart – tomorrow I’ll be back to close the entire loop and talk about how to turn those new clients into raving fans by creating an awesome customer experience.

Infographic: How to Use Hashtags to Increase Your Online Presence

Original Post:

Winning on social media means paying attention to subtle things, like how your posts are composed and what hashtags will bring eyeballs and still not get buried. I have one simple tip for making hashtag usage more elegant: Use hashtags in sentences. Don’t just append them to the end of a tweet or other social media updates. For example: Maybe one of the most important #contentmarketing initiatives you're forgetting about: Your press page. Read here: — Crazy Egg (@CrazyEgg) June 20, 2017 If you’re looking to improve your social media effectiveness, this infographic is a good cheat sheet…

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