lead generation

The Henry Ford and Thomas Edison Guide to Marketing Automation

Yesterday I said there's one thing you should automate first… and one thing you shouldn't automate at all.

Yes, I know I shattered dreams of a push button client making system for many of you around the globe.

But you're not here for pipe-dream non-sense…you want the truth.

Here it is:

First, be like Ford.

Create an assembly line.

Use it to turn known prospects into fully assembled clients.

(Watch my Clients On Autopilot webinar…pay attention to the bit about the "Pool of Prospects"…this is your assembly line.)

Build a small, but reliable line at first…

The important thing is to have somewhere to put leads/prospects, where you know they won't be forgotten…because you designed a *system* to make sure they're not forgotten.

Lots of businesses attract lots of leads, but have no client assembly line. The assembly line makes the money. Get one.

But before you get too carried away building an elaborate automated assembly line, remember you've got to supply it with leads.

To get leads you've got to be like Edison.

In the process of inventing the incandescent light bulb, Edison famously said "I have not failed. I've just found 10,000 ways that won't work."

And he found ONE that did.

And so goes the process of lead generation.

You've got to be willing to experiment, like Edison. Every campaign is a test. Many times your test will show you how not to get a lead.

Test enough, and you'll find one way that works. Then another…the more the better.

But you can't automate experimentation.

When you find a way to generate leads that works you CAN automate the operation of that method. (When Edison figured out how to make the light bulb, he quickly automated the manufacture of them.)

But not the experimentation.

There's always lots of debate over which to attack first…follow-up (on autopilot) or lead generation (experimentation).

My recommendation…

Build your "client assembly line" first (even if it's quick and dirty).

Use the time you've freed to work in the lab.

Steve

Need help? Go here: stevegordonmarketing.com/strategysession

The Ambitious Sower

In the Bible there's a story of an ambitious sower. I first heard it spoken by the late great Jim Rohn and it goes like this… “A farmer went out to sow his seed. As he was scattering the seed, some fell along the path, and the birds came and ate it up.

Some fell on rocky places, where it did not have much soil. It sprang up quickly, because the soil was shallow. But when the sun came up, the plants were scorched, and they withered because they had no root.

Other seed fell among thorns, which grew up and choked the plants. Still other seed fell on good soil, where it produced a crop—a hundred, sixty or thirty times what was sown.” --Matthew 13:3-8

The point of the story is this:

To be successful you’ve got to plant lots of seeds with potential clients.

Some will be snapped up by competitors.

Some will lack the commitment or capacity to buy from you.

Still others will be overrun by information, drown in confusion and never buy.

But, if you are an ambitious sower. If you consistently plant new seeds, some will fall on good soil...some will be your IDEAL clients and will produce 30, 60 or 100 times what was sown.

The key to marketing and business success is consistently planting new seeds. Then nurturing those that fall on fertile ground until they are ready for harvest.

This week I was interviewed by Scott Stroud of Builder Radio on lead generation…planting seeds. I shared lots of good stuff and you can listen to the interview here.

Enjoy!

marketing consultant steve gordon

P.S. For help implementing the ideas I shared in the interview click here.

Secrets of Generating Leads - Interview with Jason Leister

Leads, Leads, Leads...

You need more leads!

And this week on the Small Business Marketing Show we're talking to a master of lead generation--Jason Leister.

Jason shares some amazing secrets to generating the leads you need to grow your business, including...

  • Why lead generation is so important.
  • Taking the long view when generating leads.
  • How to be valuable to your prospects.
  • Simple ways to stay in front of the leads you generate.
  • The importance of persistence...and how to do it.

Jason publishes a fantastic daily email--The Client Letter--you can get it at ArtOfClients.com.

What I Learned About Lead Generation At Opryland

Last week I spent 3 days with some of the top minds in marketing in Nashville (the Gaylord Opryland Resort…nice place…there's a river in the middle of the hotel-indoors!). As I listened to business owner after business owner stand up and share what's working I found lots of commonalities.

Here they are:

- Offline marketing is working better and more predictably than ever. (I've been saying this for a while…this is confirmation across a large number of industries).

- Offline driving prospects to the web leverages the best qualities of each media.

- Every one of the business owners I met with was using advertising to generate leads…not make sales. They rely on long-term follow-up to convert leads to sales and are getting many times more conversions than before using this approach.

- Direct mail and direct response radio are two of the most cost effective places to do lead generation. Especially as cost-per-click in many niches is exceeding $10 (some much higher).

- Automation of the follow-up process is adding value both to prospects and customers…increasing the "happiness" of both groups…and driving lifetime customer value through the roof.

Honestly…this really isn't new information. I've been sharing this with my private clients for three years. But for many businesses these ideas are new.

If they're new to you and you'd like to know how they might work for you we should talk:

http://stevegordonmarketing.com/strategysession

Be Well,

Steve

P.S. Think this won't work in your business? At this meeting there were insurance professionals, restaurants, fitness businesses, weight loss, medical/dental, attorneys, consultants of every stripe, industrial, non-profit, real estate, construction, home improvement, security…even a scuba instructor. Same methods, different industries…it works for them all because it's human marketing.

http://stevegordonmarketing.com/strategysession

5 Steps to More Sales Conversions Says Peter Sandeen

Lead Conversion Expert Photo

In this episode of the Small Business Marketing Show, I put Peter Sandeen on the hot seat to get to the bottom of how he attracts leads and converts them into customers using his 5-part conversion framework.

[powerpress]

In this episode of the Small Business Marketing Show...

  • Where to find traffic for your site (and we're not talking about Google, Facebook or Twitter)
  • How to screw up the sale and have your prospects turn back, just as they're ready to buy...and what to do about it.
  • Peter's 5-part framework to attract prospects and convert them into customers.

What do you think?

  • Is your website a sales machine or sales killer?
  • What's your big marketing challenge this week? Lead generation or lead conversion?

Leave your answers in the comments below.

Links Mentioned on The Show

Peter Sandeen's Free 5-Part email course.

Transcript of 5 Steps to More Sales Conversions Says Peter Sandeen

 

 

Small Business Marketing Clinic - July 13, 2012 - The #1 Thing You Can Do to Turn Your Website Into a Sales Machine

Most websites stink at converting visitors into clients. On this Small Business Marketing Clinic call I cover the #1 thing you can do to make your website convert casual visitors into paying clients.

Listen Online:

[powerpress]

 

Got a marketing question? Join next week's Small Business Marketing Clinic call...click here to get the call-in details.

The Lazy Man's Way to Get More Clients

I know that to get more clients and grow my business I need to work hard and work consistently to introduce my business to potential clients. But I have to admit...I don't like hard work. And I like repetitive, monotonous work even less! But I need clients, just like you. So I create systems to attract them to me, automatically.

Each system is like a little lead generation engine. Once I get a system running I only need to spend a few minutes a week keeping it up...and it produces new prospects week in and week out. Automatic lead generation is cool!

The crazy thing is that it's so easy to do, once you know how to do it. So I've put together a video that shows you exactly how one of my little "lead generation engines" works. Watch it, then create one in your business!

%CODE1%

Here's the link I shared in the video to get my marketing automation system.

How will you this idea in your business? Post in the comments!