#leadgen
Your PresentersKim Albee
@kimalbee
/in/kimalbee /in/margaretjohnson99
@marketingsings
Margaret Johnson
#leadgen
Why we are doing this…Lead Nurturing – Easy as PIE – feedback: #1 Boggle is Attractors
When you have great attractors, you will:• Build a more engaged list• Increase your prospect potential• Have a reason to reach out• Lead your leads• Provide value• Sell without selling
#leadgen
Today’s Focus• What’s an attractor?• What makes a good attractor?• What’s the right way to distribute
attractors?• Once established, how to
leverage an attractor• How can you use an attractor to
get new leads
#leadgen
What is an Attractor?Content that is perceived as relevant by your target audience – valuable enough for leads to trade their email address (and maybe more) to receive it.
- Also known as: Lead magnets
• Typically free – (though be cautious using that term)
• Not an offer or a CTAPOLL
#leadgen
What Makes a Good Attractor?• Webinars (gotcha!)• White papers• eBooks• Assessments• Checklists• Research / Reports• Surveys• Quick-start Guides• Cheat sheets
• How-to guide / list• List (Top # or other)• Videos• Presentations• Trials or samples• Consultations• Contests
• Downloadable PDFs
#leadgen
How do you know what’s relevant?
Maybe not…
• Testing• Personas
• Psychic intervention?• Intuition?• Gut feeling?
#leadgen
Testing – Click Votes…
Score now. Trigger First!
Score now. Trigger Later!
Score now. Trigger Later!
#leadgen
Buyer Personas• Watch the replay of our recent webinar:
• Download our Buyer Persona Quickstart Guide http://www.genoo.com/blog/201408/Why-You-Need-a-Strong-Marketing-Persona-to-Succeed
http://contentzap.com/beware-of-the-buyer-persona/
#leadgen
The “Right” Way to Drive Traffic• Broadcast emails / segmentation emails• Calls-to-action or offers• Ads – Facebook, Retargeting, Adwords• Social media posts (LinkedIn / LinkedIn Groups)
• Always gated.
#leadgen
How to Leverage for the Long Term• Website calls-to-action• Clicks in emails• Retargeting Ads• Nurturing Sequences
• Repurpose for social content distribution• Build a wider content footprint
beyond your site/blog…
#leadgen
Don’t Miss the Mark…Attractors are NOT
• Sales brochures• Announcements• Corporate bios• “In yer face”
• Having no follow-up plan is a wasted attractor
#leadgen
You WANT Attractors… • Scoops: approx. 200 leads• Webinars: approx. 1,473 leads (since February).• eBooks & Quickstart Guides: approx. 150
• Blog Subscribers: 27
#leadgen
Let’s Brainstorm…• Professional Services Organization wants to be perceived
as a thought leader…
• How about a local geo B2C company…
• Education organization…
#leadgen
Next Session – Actions, Pages, and Bears, Oh My!
• We will cover calls-to-action and landing pages so you get the most interest in your attractors.
• Thursday June 4th - 10am CT…• Register at http://contentzap.com/events
#leadgen
What’s next? You tell us…Please open the question box and type in the answer to this question:
What will make the biggest difference in your successful implementation of online marketing?
#leadgen
THANK YOU! QUESTIONS?Follow Kim:
LinkedIn: http://linkedin.com/in/kimalbee
Twitter: @kimalbee
Follow Margaret:
LinkedIn: http://linkedin.com/in/margaretjohnson99
Twitter: @marketingsings
Follow Genoo & ContentZAP!:
Twitter: @GenooMarketing
LinkedIn: https://www.linkedin.com/company/genoo-llc