Lead Generation Strategies

Hello everybody, welcome to the Business Divas Facebook group, and today I am so excited to have Lisa here to talk to us about lead generation. Lisa is a degreed marketer who took her passion for helping to lift women up by becoming a certified coach. Lisa's extensive digital marketing experience allows her to mentor clients and achieve leadership and authority in the online space while upleveling, upleveling their digital presence with her vast marketing experience. Apparently that was a mouthful. Lisa, welcome. Thank you.

I'm glad to be here.

And I'm so glad you made it today. And you are a lead generation queen, and that— and today I just want to pick your brain so that we can share all of the juicy fun stuff that you do with lead generation with our audience here. So I am curious, why did you add lead generation into your business?

Okay, so Well, I was helping people. Um, what I, what I help people with is, you know, basically launching and growing and scaling their business. But what I found was because I help people launch, um, the lead generation and that piece of it just fit in so well. And most of the people that come to me that ask for help They tell me they don't have enough sales. And when you don't have enough sales, you usually don't have enough leads.

That is true because they are directly related to each other.

How about that?

Well, that leads me to ask, what is the number one thing that you see business owners doing wrong when they're trying to get leads for their business?

What I see a lot of people do wrong is that they sell too soon. Um, so when you are— when you're attracting leads, um, here's the thing: most of your leads are going to be cold leads. Otherwise, you know, they already knew them. So when you are attracting cold leads, you do need to spend the time to get to know them and for them to get to know you. But what I see a lot, especially in certain places online such as LinkedIn, is that people, they, they, they try to sell and they don't even know you. And to me, that's just such a big red flag because here's the thing. If we have a business online, more than likely we know more than one person that does. What you do. And for you to be able to sell to somebody, you need to take the time to build the relationship and to, to nurture that in order for them to know, like, and trust you so that they will want to buy from you. Because if you're selling and they don't know you, what's the incentive?

Oh, I totally get that. I have that happen to me on LinkedIn daily. Where people are reaching out and they don't care what— they don't want to get to know me. They just want to sell to me. It's a big problem in the, in the, the entire industry. So can you give us a few ideas on ways that we can start building relationships with people that we don't know?

So when you connect with people, it has to make sense. Okay, so especially like when you're connecting on LinkedIn, for instance, I'm just going to use LinkedIn right now, but anywhere on social really, when you're connecting with people, it, it should make sense. And then because it makes sense, because they're either somebody that you just want to know more about, somebody that you can help, somebody that you can look up to and learn from, the next step should be to really connect with them. Jump on a call, get to know them, take a few minutes to learn about them. And, and here's the other thing with that. People tend to— they jump on a call and they want to sell right away. But you're missing so many things when you do that, because when you take the time to really get to know the other person, you can, you can— you don't know who they know. You don't know who they can connect you with. You don't even know if they're client, of the right client for you, or maybe you even want to work with them. And when you're not taking the time to get to know them, you don't find those things out.

That is also very true. So do you, just out of curiosity, if you're— and we'll stick with LinkedIn— if you're perusing LinkedIn and you see someone that you think might be a potential client, either by something they posted or commented or, you know, something that you saw, do you like, like what are the steps that you do before you ever reach out to them? Do you have a system?

Yeah, I would. Well, I always recommend interacting with people because first of all, when you're, when you're interacting with them, you get to know them, you get to know, you know, the kinds of things that they post, the kind of things that they talk about. Maybe they're talking about an issue in the industry that you can solve. So interact with them, have those conversations on the platform. Okay. And then, and then when it makes sense, then connect with them further and say, hey, it looks like we have a lot in common. Let's jump on a call, get to know each other a little bit better, because at that point they've already interacted with you. So it's— you've warmed them up a little bit and it just makes more sense to get on a call with somebody. You know, I get people in my inbox all the time and they're like, you know, let's jump on a call. And I'm like, well, I don't even know if this makes sense.

And so I want to clarify one thing that you said, and that was to interact with people on the platform. You're talking about like in the comments and stuff. You're not saying jump to a DM, right?

Correct. Correct.

Perfect. Uh, and I just wanted my audience to understand that because I get people DMing me all the time and I have no idea who they are. So that is a great tip, is to at least have some interaction so that when you do contact somebody, they're not going to go, who is this? Right. Okay, so what are some different types of lead magnets. And can you actually just tell us what is a lead magnet? Because a lot of people don't really understand that whole concept.

Okay, so what I've been— I've been doing a lot with lead magnets lately, um, and the reason I have been is because lead magnets are kind of— well, they can be a more passive way of getting people, uh, that you you could sell to into your email list. Um, not all lead magnets are passive though, um, and so I just wanted to talk about that. So lead magnets really are, are designed to attract your ideal audience to you and your business so that you can have a deeper conversation and potentially sell to them. So, um, some lead magnets— some of the lead magnets I've been helping people with lately have been just basic PDFs. And those are the easiest to create. And quite frankly, they're very effective if you give a very good lead magnet, which is something that a lead magnet should always be, something that your audience wants.

Okay?

Not necessarily what they need, but what they want, because they need to identify the want. Okay? They don't always identify the need. That's your job to help them with later. So it has to be what they want, and when it's what they want, you can attract them to you because they'll, they'll raise their hand. They'll say, hey, I, you know, I want that. Yeah. So, um, PDFs are the easiest. Um, ebooks, um, are pretty easy too. They're just a little bit longer, and, you know, than the basic PDF. And people don't think about this, but, um, masterclasses and live launches, those are all lead magnets. They're just— they just take a lot more of your time. Okay, so those are all designed to attract your ideal client to you in a way that allows you to be able to have that deeper conversation and sell to them in the future.

Okay, can we spend just a moment and can you give me an example of the difference between a want and a need in this instance? Sure.

Sure. Um, so a lot of people will come to me and they'll say, oh, I need more clients. Okay. And so that's the language that they use. Okay. But what's really going on is they don't have a system in place.

Okay. Okay.

So you're speaking to the want, the want more clients. Okay. You're speaking to their want even though, you know, as the business owner, that it's because they don't have a system or process in place. You know, they're not going to identify with that. They just don't— they don't get that. But they do get that they need leads. So you're speaking to the want, what they tell you they want. Okay, does that make sense?

That you fulfill what they actually need?

Yes.

Which is that system in that example?

Yes.

Perfect. Okay, so now that we know what a lead magnet is, um, what is a strategy that you use or teach your clients, um, for lead magnets to help attract quality leads? Because we don't really care about getting 100 leads if we— if they're not the right ones.

Exactly. And that's, and that's the thing. So when you're creating your lead magnet, it should be strategic. And what I teach my clients when I work with them is first we start with a signature offer, okay? And a signature offer is that big offer that solves all the problems for your potential client. Okay, so it's that thing that, that is the— it's the whole enchilada. It's, it solves everything that you can put that's in your wheelhouse. Okay, so you start there, and when you start there, you break down the pieces of it. Okay. And your lead magnets should always lead directly into your, your signature offer. So for instance, it might, you know, if your signature offer is helping people with losing weight, you want to have something that's directly related to losing weight or eating better. Yeah, but sometimes people get off track a little bit with their, their lead magnets. I know for myself, I, you know, I have really strong blogging history and SEO, blogging and SEO, and I have a great lead magnet for that, but I don't actually present it to the world anymore because that's not— it doesn't directly lead to that big offer that I help people with. So even though it's a great lead magnet, it doesn't make any sense for me, even though it can help people get found through SEO. Um, it's not directly related to that big offer that I help people with these days. So, you know, you just need it to make sense so that the next step is, is taking, is buying your offer. Okay, so once they learn what I—

one thing I just heard you say that could be interesting to people is that as your business evolves, you need new lead magnets, because it sounds like you used to offer something else than what you offer now, which was probably relevant for that lead magnet. So you have to always kind of be on top of, um, making sure that what you're offering is still relevant to what you're selling.

Yes. Um, yeah, yeah, your lead magnet should also make— should always make sense to the offer that you have at this, at the moment. And like, I usually suggest that people, you know, they, they sell their signature offer and signature offer only. Um, and then those lead magnets should lead directly into the signature offer. Now, you know, other people, there's different philosophies on this, so other people may say something different, but if you're selling one thing, it's a whole lot easier to sell that one thing than it is to sell multiple things. Because people get confused. So when you're selling that one thing and your offers and your, your lead magnets all lead into that one thing, it just makes so much more sense. And the lead— like, you can have multiple lead magnets at the same time, but they should all kind of go together. They should make sense together in that they should lead to that ultimate, ultimate, um, offer that you have.

So why would you have more than one? Can you give me an example of how that would be relevant?

Yes, um, you may want to have more than one because different people consume different kinds of content and are interested in different types of content. So if you have, um, a PDF out there, that may not appeal to somebody that, like, say, prefers video. So you may want to have like a little mini course, um, which can also be a lead magnet. So, you know, it depends on how people like to consume content. Different things appeal to different people, and just because different types of content, uh, appeal to different people doesn't mean that they're not all your customer.

Okay, so when you're talking about more than one lead magnet, you're not really talking about different topics for the lead magnet per se. You're talking about different ways of delivering the same message.

It can be different ways, but it can also be different, um, lead. So for instance, I have two lead magnets right now. One of them is 7 Secrets to Creating, um, Irresistible Lead Magnets, and another one is 25 things that should— can be automated in your business. Now, while they don't seem to be necessarily related, they all lead to what I help people with, which is automation. And, you know, all of those involve automation.

Okay, perfect. So what would you tell somebody who has a lead magnet in place they've got their website up, they've got their splash pages, all that stuff. But the leads they're getting aren't converting into sales.

Yeah. So there could be a couple of things going on. One is how are you qualifying them? Because here's the thing with lead magnets and people don't really think about this. When you have a lead magnet out there, you should be selling the lead magnet just like you are selling your signature offer. You're going to be selling it to the same people. You're going to be speaking that same language that you would be speaking about your offer. When you're talking about your lead magnet, you're going to sell the lead magnet. So are you doing that? And are you talking to the same people when you, when you put your lead magnet out to the world as you are when you're trying to sell your offer. That's the first thing that I would look at.

Can I clarify something there? When you say sell the lead magnet, are you meaning promote it or are you meaning put a price on it?

No, no, promoting it.

Promote it. Okay.

Because, because everything we do is, is really selling. You're selling that thing. You really, you really have your, you know, your marketing in. But in order for them to quote unquote buy, which is the download, you have to, you have to be selling it in the same way that you're selling your offer. You have to be promoting it to the same people, talking the same language so that they understand that they are the exact people that need to hear that, that need to have that so that they can get the win that they want to get.

So you're essentially qualifying who downloads your free offer by the language that you're marketing that free offer with.

Correct. And that's what a lot of people don't think about. Um, You know, they put, you know, a lot of people you'll see in, in groups, and, and I've done it and I've, and I've seen it so much where people will put in a Facebook group, hey, I created blah blah blah, who wants it? And what that's really doing is it is calling out that specific person. And that's what you wanna be doing with everything that you're doing. By promoting your lead magnet, you wanna be promoting it in a way that you are calling out that ideal client, just like you would if you were selling your offer.

Okay. So can you give me some examples of how you promote your lead magnet? Like where you do it, you know, what, what is it that you're, I guess, creating? To promote it?

I'm actually— so my ideal client is, are women over 40 or 50. I, I like to say 40, but, but a lot of times it's over 50. It's all good. So, so yeah, and, and, um, so I, I only promote in groups that have my ideal client, like You know, I don't even go into groups that don't have my ideal client because it just doesn't make sense. And I try to call out who they are. The best thing to do is to really call out who they are. Hey, are you a woman over 50 who— whatever the problem is and you want to solve it by blah, blah, blah. So if you do that, you're really calling them out. And they can raise their hand at that point.

Okay, so by promoting it, you're basically saying, this is my ideal client, are you my ideal client? And if you are, here is something that's going to help you.

Yes. Yeah, because, yeah, because that's, that's how you're going to get the quality leads coming in. You're going to get the people that, that are identifying with what you help them with. And that's, that's the thing with any content that you put out to the world, um, should be, um, the people should be able to self-identify with your content.

Totally get that. So other than lead magnets, what are some other like ideas that we can do to generate leads?

So Now, a lot of things, you know, you can have even podcasts. You can be a guest on a podcast, which is always amazing. And because you reach a different audience and so you both win, and which I think is awesome, you can do a JV, a joint venture with somebody, which is also amazing. So if you have somebody that aligns with what you do, you could say, hey, you can have a masterclass together. And you both win because you both, you both get to reach the other person's audience. Another. Yeah. And, you know, another thing that some people do, some people don't, is networking. I think as a business owner, if you're not networking, you are so missing out on a lot because you can build those relationships and get to know people. On a more personal, intimate level. And when they understand who you are and what you do, it allows them to be able to refer to you, or maybe raise their hand themselves and say, hey, I want to work with you. But when you're not networking, I think you're really missing a lot, because it's the relationship building that is so important today. And I think, um, if you're not really spending time building those relationships, you're missing so so much.

I started my business with networking as the only strategy. So I mean, obviously I've grown and done other things since then and started with in-person networking, and now it's almost all online networking, right? But yes, it is a—

it's amazing. It's amazing, especially especially now. And, you know, with some of the changes that have happened in the past few years, one of the great things that I have found is the online networking, because you get to reach a much larger audience than you would if you did in-person networking just locally. You get to reach people all over the world, and I find it truly amazing. I love it.

I do too. Uh, and, and I would say, so I'm here in Vancouver, Washington, and the vast majority of my business before COVID was Washington and Oregon, cuz I'm kind of right on the border. Mm-hmm. And it's because of the personal networking that I did locally here. Uh, but once COVID hit and all of that shut down, I went online for networking and now my business is all over the United States. I'm not in love with every state yet, but we're getting close, right?

I know, it's amazing because it's, you know, the opportunities are limitless right now. And, and even, even in, um, the economy that we're in, there's so many opportunities that are out there each and every day, and you have to keep your eyes open to them. Um, I just, I love it.

I do too. So is there something that you would like to offer our audience in the lead generation realm?

Yes, um, I have a PDF and it is 7 Secrets to an Irresistible Lead Magnet, to creating an irresistible lead magnet, and it basically tells you the 7 elements, and then there's a bonus in there too. 7 elements that are required for a really effective lead magnet. So if you look through it and you create your lead magnet based on those principles, you should be attracting your ideal client. You should be getting the leads in. And then there's always the, you know, there's always promoting it. So you gotta do that.

Yes, you do, because if you just create it and let it sit there, they will not come.

Nope.

Well, I went ahead and I put that link into the chat for our Facebook Live for the group, so that will be attached to that. So anybody can, can jump on over and download that. Well, I thank you so much, Lisa. We're— we got just 5 minutes left. Is there anything else that you think our audience would absolutely love to know about lead generation?

I wouldn't worry so much about numbers as much as quality. So often entrepreneurs get hung up on how many people are downloading their freebie. But the numbers really don't matter if the quality isn't there. So I would focus more on the quality. And the other tip that I have for people is that I would not put money towards a lead magnet, meaning ads, until a lead magnet is absolutely working for you, you, and consistently, because it just doesn't make sense. Money towards something is never going to solve a problem if it isn't working.

That is such good advice. And anybody who has done like Facebook ads, uh, should agree with you on this, that if it doesn't work to begin with, there's no point, right?

It's, it's not— that's not going to solve it. That's not going to solve the problem. You got to go back to the drawing board and figure it out.

Yeah, otherwise you're just giving Facebook money and they don't need any.

Exactly. Nobody wants to do that.

Well, it has been wonderful having you here today, Lisa. I thank you so much, and I will see everybody through the Business Divas group. And have an awesome day.

Thank you. It was great being here.

Okay, I have