When it comes to generating more leads online, there is no shortage of strategies available to try. You can run paid ads, you can do email marketing, you can create video content for YouTube, audio content for a podcast text content for a blog, optimize your website for SEO, spend time doing organic social media posting and the list is pretty much endless. But what makes matters worse and even more confusing is that for every strategy available, there are at least a dozens of gurus saying, this is the absolute best thing ever, and then a dozen more saying it’s a complete waste of time and don’t even bother. So let us pull back the curtain and share with you something that most gurus don’t like to talk about. You see, it’s not that the strategies don’t work, most of them do, and it’s not necessarily your fault either, that things didn’t work out. Odds are good that you probably gave it the old college try. So if the problem isn’t the strategy, and it’s not you either, then what is it? Well, nine times out of 10, it’s a mismatch between you and the strategy you’re using. Well, most of the time it’s a mismatch combination and the fact that the strategies aren’t being built on a solid foundation. So let’s fix that now.
KNOW YOUR IDEAL CUSTOMER AVATAR
Here is our five-step strategy and the best way to generate leads online today. Step one is kind of boring, but so important. Because if you get this part wrong then all the time, energy, and money that you invest will be wasted. This is why the very first thing you need to do, is as accurate as humanly possible, clearly identify and articulate your absolute, most perfect customer and ideal customer avatar. The kind of customer that loves you, loves what you do, wants to tell everyone about you, and is willing and able to pay you for the true value you provide. It’s important here to clearly identify their demographic details like age, gender, income and occupation, their geographic details like where they live, including what city, or state, province, or country, as well as their psychographic details like what are their attitudes, their interests, their beliefs, and their opinions. The better and more you’re able to identify and articulate and flesh out this ideal customer avatar, the better your online lead gen will be.
IDENTIFY YOUR CUSTOMERS WANT & NEEDS
All right so now that we’ve got you ideal target market fully fleshed out it’s time to move on to step two, which is what we call, miracles and miseries. It’s in this step that you want to identify their miracles, like their wants, their needs, their desires, and their dreams, as well as their miseries, like their fears, and their frustrations, and their pains, and their problems., It’s in this step that you’re clearly able to identify, what they want and what they don’t want, and then start to communicate how your business, is uniquely positioned to solve this problem for them. You see one of the best ways, of showing someone that you can help them, is by actually helping them. And when you identify and let them know, that you understand their miracles and their miseries, and you present to them a solution, and ideally, a solution that you’re business is uniquely positioned to provide. Well, that’s when you both win.
GIVE THEM THE CONTENT THEY WANT
All right, let’s move to step three. Step number three is all about giving them what they want, in the form of educational-based marketing, or EBM for short ,It’s in this step that you’re going to start creating content, that directly addresses their miracles and their miseries, and delivers it to them in a form that matches both, your content creator style, and their content consumption style. What we mean by this is you really want to identify, what kind of content your ideal target market likes to consume. Is it video, audio, text, or combination of all three? Also, you have to take into consideration, what kind of content you don’t mind creating. After all, if you hate being in front of video, then maybe video’s not the answer. And if you hate talking, then audio’s probably not the way to go. And if you hate writing, then clearly you’re not going to do text space content. But when you can match up your preferred content creation style and their preferred content consumption style, you get something called content congruence. And that’s again, where your content resonates and hits the mark. Once you’ve got your content created, you can deliver it in exchange for a name or an email, or a phone number ,whatever kind of lead generation you’re after. You can also just give it away for free. Just make sure that if you do, you include some kind of relevant call to action at the end.
IDENTIFY THE PLATFORM YOUR CUSTOMERS USE
It’s at step four where the rubber meets the road because this is where you’re going to be taking your content, and getting in front of your ideal target market. After all, the best content in the world, don’t really do much good if nobody sees it. This is also the step where most marketing tactics tend to fail. You see, most tactics advise picking a channel first, normally whatever’s hot that day, and then diving in and taking your claim there. Sadly, this is the entirely wrong way to do things and has resulted in countless businesses going out there and starting content marketing strategies on channels that their target market, isn’t even active or present on. Ouch. The alternative then, and the best way to do things, is to take a look at all the steps we’ve just covered, and really identify where your ideal target market, is spending their time online, and then go there. Once you figure this out, it makes deciding where to focus, your online lead generation efforts a complete no brainer, and way more effective.
All right, so now we’re at the final step, and at this point we’re going to take a good thing, and make it better., And the way you do this is by doubling down on your most effective lead generation content, and then throwing a little gas on the fire, with paid advertising. Again, where most people go wrong, is they start with paid advertising, before really fleshing out all of the details, and all the steps that we’ve just covered prior. What this means is they tend to go into paid ads, completely blind, not knowing what’s going to work, not knowing what content’s going to resonate, and not even knowing it they’re on the right channel. As you can imagine this leads to a lot of loses, and a lot of disappointment when it comes to paid ads. This is why we always put paid advertising, at the final step., Because by now we know about our ideal customer, we know their miracles and miseries, we know what kind of the content we need to create, we know what channels to go and advertise on. So now we know when we start investing, time, and money, and energy, and creating ads, and putting it out to the market, well, we have a pretty good idea of what’s going to work and what’s not.
All right, so we covered a lot in this article, but if you go through steps one to five, you’ll be miles and miles ahead of the competition, most of whom are still using outdated lead generation strategies, that were barely even affective five years ago. Also, always remember, strategy first, tactics second. All that said, if you’re still not sure of the best place to generate leads online, for your business, We don’twant to leave you hanging. So here are our top two suggestions, and the two channels that we’re seeing time and time again be the most . First up is Facebook. In these last few years, it’s still one of the best and most effective places to generate leads online. This is due largely to its massive user base, but also to the sophistication and level of detail, present in its advertising platform. Because of the Facebook algorithm has gotten so sophisticated, it allows you to laser in, on exactly who you’re trying to reach, including their demographic, geographic, and yes, even psychographic details, like attitudes, interests, beliefs, and opinions. For most businesses, using Facebook, for online lead generation is an easy choice. Probably not surprisingly, our other recommendation is YouTube. This is due to a number of reasons. While Facebook is a discovery platform, meaning that people can tend to just kind of happen on, and discover your content. Well, YouTube is largely a search based platform. Meaning, people log into the the platform, typing something in, and actively looking for a solution to a problem they’re currently going through. Use Facebook or use YouTube alone, and you’ll get good results, but combine the two, and your lead generation will never be the same; in a good way.