5 Simple Steps To Generate B2 B Leads Using Linked In
Andrew Wilks Lead Generation Seminar Slides
1. How to Generate Leads in Today’s Complex
World...
A New Marketing Mindset
Andrew Wilks
www.Marketing2Profit.com
2. Welcome!
• Who am I?
• Why aren’t we talking about existing
customers?
www.Marketing2Profit.com
3. So why do we need new clients?
• New companies
• New sectors
• To avoid going backwards
Is it getting harder?
www.Marketing2Profit.com
4. Why is it getting harder
to generate leads?
• More competition
• We’re too busy
• ‘Opt-out’ mechanisms
• More media options
• Web 2.0
• Marketing overload
www.Marketing2Profit.com
5. So what can you do about it?
Some general principles...
1. Features Benefits Issues
www.Marketing2Profit.com
7. So what can you do about it?
Some general principles...
1. Features Benefits Issues
2. You should not ignore online opportunities
3. We’re in the TV age – Audio visual content is key
4. Add value to create visibility and credibility
www.Marketing2Profit.com
8. 7 Methods you may not be using
... Or not using to their full potential
Some may seem daunting...
But have a go...you’ll be surprised!
www.Marketing2Profit.com
9. 1. How to Have Prospects Coming
to You as the Expert(s)
In B2B, people buy from people they know
and trust...
We’re in the information age, where
knowledge = power & success
www.Marketing2Profit.com
10. 1. (cont.)
Add value...
• Newsletters – but ONLY if you add real value
• Blogs, articles
• Be more creative! Here are some examples...
o Separate information website and White Paper/ Seminar CD
www.Marketing2Profit.com
13. 1. (cont.)
Add value...
• Newsletters – but ONLY if you add real value
• Blogs, articles
• Be more creative! Here’s some examples...
o Separate information website and White Paper/ Seminar CD
o Write a book
o Make a CD
o “How to” video on YouTube and your website
www.Marketing2Profit.com
14. 1. How to have Prospects Coming
to You as the Expert(s)
Resources
Writers: www.elance.com
ISBNs: www.nielsenbook.co.uk
Book printer: www.think-ink.co.uk
www.Marketing2Profit.com
15. 1. How to have Prospects Coming
to You as the Expert(s)
Any questions?
www.Marketing2Profit.com
16. 2. Generating Leads from Your
Website
• How many leads does your website
generate?
• Visitor statistics
• KPIs – Visitors & Leads
• Make lead generation an objective
www.Marketing2Profit.com
17. 3 Steps for Website
Lead Generation
1. Get seen when someone searches
2. Drive people to your site
3. Convert visitors into prospects
www.Marketing2Profit.com
18. How to get your site seen
• Google Adwords
www.Marketing2Profit.com
19. How to get your site seen (2)
• Google Natural Listings
– 3 steps to get on page 1of Google
1. Keyword research (Use Google Adwords
Keyword tool)
2. Follow basic SEO techniques
(www.monkeydesignhouse.com)
3. Submit site to Google and create inbound links
(www.google.com/webmasters/)
www.Marketing2Profit.com
20. 4 steps to convert visitors to leads
1. Be customer focused
2. Have a ‘call to action’ on every page
3. Offer useful info, in return for contact
details
– Newsletter
– Brochure or catalogue
– “How to” Guides
– Articles / White Papers
– Downloads/CDs / DVDs
www.Marketing2Profit.com
21. 4 steps to convert visitors to leads
4. Use audio & Video to get attention and ‘face to face’ time
"Vopres.com Website"
www.Marketing2Profit.com
22. 2. Generating leads from your website
Resources
Web designers ...
Simon Cross www.consult-x.com
Alec Butler www.tonicfusion.co.uk
Phil Mason www.hypestudios.co.uk
Google Adwords Specialist ...
June Cory www.mymustard.co.uk
www.Marketing2Profit.com
23. 2. Generating leads from your website
Any questions?
www.Marketing2Profit.com
24. 3. Play to Win
Do you know Clinton Swaine
or Frontier Trainings?
His philosophy is that we retain better what we
learn through games...
www.Marketing2Profit.com
25. Let’s have some fun!
• Pair up with someone (NO 3s allowed)
• Decide who will be ‘A’ (for Amazing) &
who will be ‘B’ (for Brilliant)
• ‘A’s pull out largest £Note you’ve got, &
give it to ‘B’s
• ‘B’s put the money somewhere out of sight
• ‘A’s, please leave the room
www.Marketing2Profit.com
27. ‘B’s Briefing
• ‘A’s MUST ASK 6 Times for their money
• Ignore non-business requests
• Say ‘No’ to the first 5 requests
• Say ‘Yes’ on 6th Request, hand over the
money & be silent ...for the sake of
everyone else
www.Marketing2Profit.com
28. Rules for ‘A’s
• Do NOT touch your partner
• Do NOT touch your partner’s stuff
• You cannot ask anyone else to touch your
partner or their stuff
• You have 5 minutes to get your money
back
www.Marketing2Profit.com
29. What are the lessons?
• Do we get what we want first time?
• Does getting angry/sulky help?
• Is begging a good idea?
• Don’t take rejection personally
• It takes 5-7 points of contact to close a
sale
www.Marketing2Profit.com
30. What will you take away?
Stay focused!
Persistence pays!
Keep it simple!
Ask 6 times for exactly what you want!
For more info visit
www.frontiertrainings.com/playtowin/uk
(Leaflets at the back)
www.Marketing2Profit.com
31. 4. 6 Tips for Networking Success
www.Marketing2Profit.com
32. 4. 6 Tips for Networking Success
1. Hone your ‘elevator pitches’
• Have different lengths
• One liner
• One minute
• Summarise how clients benefit
www.Marketing2Profit.com
33. Networking Success
2. “How’s business?”
• What shouldn’t you say?
• Be positive & follow up with a story
– Memorable & ‘pass-on-able’
– Real & relevant
– Short & showing how you help
www.Marketing2Profit.com
34. Networking for Success
3. Go to different groups / events
• Keep it fresh
• Meet new people
• Broaden your network
www.Marketing2Profit.com
35. Networking for Success
4. Follow up
• Send them
• An email
• Some useful information
• A LinkedIn invite
• Add to your database
• Meet for a 1:1
www.Marketing2Profit.com
36. Networking for Success
5. Who to talk to?
• Those on their own
• Pairs not engaged!
• Don’t get stuck...introduce them to others
www.Marketing2Profit.com
37. Networking for Success
6. Be specific
• Be clear about the type of client you want
• Be bizarrely specific about who you want
to meet
• Let’s test this out!
www.Marketing2Profit.com
38. 4. Networking for Success
Some useful resources
Book: “...and death came third!”
By Andy Lopata & Peter Roper
Trainer/Speaker: Rob Brown
www.rob-brown.com
www.Marketing2Profit.com
40. Resources to grow your business
• 5-Step Profit Formula
• Templates, case studies and ideas
• 30 hours of inspirational video
• 52 Book summaries
30-Day TEST DRIVE for £2.95
www.Marketing2Profit.com
41. Let’s take a break!
10 minutes of networking opportunity...
Speak to someone new!
www.Marketing2Profit.com
42. 5. Using Social Media
www.Marketing2Profit.com
43. LinkedIn
• Business not ‘social’
• Online networking
• 3m+ users in the UK...60m+ worldwide
• Growing fast...95K NEW users per month
• Average user = 41yrs old, with 15 years
experience
www.Marketing2Profit.com
44. LinkedIn – How it works
Your network consists of 3 Tiers
1st
You 2nd
3rd
www.Marketing2Profit.com
45. Why use LinkedIn?
• Research your prospects
• Find additional networking opportunities
• Raise your profile
• Demonstrate your capabilities
• Reassure potential clients
• Identify and make contact with new
prospects
• Create back links to your website
www.Marketing2Profit.com
46. 5 Steps to Generate Leads
1. Build your profile
• Picture
• Headline (both lines – what you do/how
people benefit)
• Link with Twitter
• Use the Apps to add Powerpoint and Video
www.Marketing2Profit.com
48. 5 Steps to Generate Leads
2. Get connected
• As many as possible
• Use the tools to start with your existing contacts
• Add as you go along (eg after networking)
• Use Outlook tool
www.Marketing2Profit.com
49. 5 Steps to Generate Leads
3. Join Groups
• Post news items
• Send & respond to discussion topics
www.Marketing2Profit.com
50. 5 Steps to Generate Leads
4. Recommendations
5. Search for individuals & companies
• By name
• By keywords
www.Marketing2Profit.com
51. Social Media Resources
• My notes on “5 Simple Steps for Lead
Generation using LinkedIn” (email me)
• Join Netlinked to combine face-to-face and
online networking + LinkedIn training
• Mark Williams (Workshops)
• Social Media Expert: Adam Gray
www.grayuk.com
• Social Media Monitoring:
www.radian6.com
www.Marketing2Profit.com
53. 6. Prospect Research
• Why?
– To identify killer headlines and email subjects
– To discover great USPs
– To establish your prospect’s ‘hot buttons’
– To generate leads
www.Marketing2Profit.com
54. Prospect Research
• What do you ask?
– Likes/dislikes with current providers
– Frustrations with the sector
– Current challenges
– Concerns when choosing
– What’s important
www.Marketing2Profit.com
55. Prospect Research
• How?
– Letter
– Phone (You or someone else)
– Email
– Online
www.Marketing2Profit.com
56. Prospect Research
• Response incentives (Cost of leads)
– None
– Prize draw
– Vouchers/Donation to charity
– Something of value/use to them
– Experience what you do
www.Marketing2Profit.com
57. Prospect Research
Some examples...
• Caterer...bowl of fruit (hand delivered)
• Laboratory... (half a day’s free use)
• Consultancy... Free report/audit
www.Marketing2Profit.com
59. 7. Telemarketing & ‘..inars’
• Telemarketing = conversations
– Ideal for higher value transactions
– Cost = £100 - £150 per appointment
– Have a compelling call to action/hook
– Don’t wait months for an appointment –
3 days is enough
– Take care...Shop around
– Try PDT www.pdtlimited.co.uk
www.Marketing2Profit.com
61. Seminars
• Great way to get key prospects
• Provide useful information on ‘hot’ topics
• Make content compelling when promoting
• Share with another company
• Have something they can buy at the end
www.Marketing2Profit.com
62. Webinars & Teleseminars
• Webinars let people watch and listen at
the same time
• Teleseminars let people hear the speaker
and ask questions (usually at the end)
• Both let you add value and demonstrate
your expertise
• Have a call to action (eg. free audit)
www.Marketing2Profit.com
63. 7. Telemarketing & ‘..inars’
Resources
• How to run Seminars – markanastasi.com
• How to run Teleseminars – clientmagnets.com
• Teleseminar hosts – powwownow.com
- conferencegenie.co.uk
• Web/Tele seminar host – gotomeeting.com/uk
www.Marketing2Profit.com
65. Resources to grow your business
• 5-Step Profit Formula
• Templates, case studies and ideas
• 30 hours of inspirational video
• 52 Book summaries
30-Day TEST DRIVE for £2.95
www.Marketing2Profit.com
66. Need Help with Your Marketing?
For those looking for practical help to build a
cost-effective process for lead
generation...
Call 01727 370077 or email
andrew@parkerwilks.co.uk
www.parkerwilks.co.uk
www.Marketing2Profit.com
67. Thank you!
• Feedback forms
• Video testimonials
• Pictons announcement
www.Marketing2Profit.com
69. 3 Secrets for Generating more
Business from Existing Clients
• Regular communication
• Strategies for increasing average
transaction value and frequency of
purchase
• Taking steps to “Wow” customers
www.Marketing2Profit.com