This document outlines a 3-step marketing strategy to generate more leads: 1) Create lead magnets like ebooks, checklists and webinars to position yourself as an expert and educate leads. 2) Use awareness tactics like content marketing, webinars and quizzes to move leads through different awareness stages. 3) Collect leads by adding signup forms to content and using paid advertising, social media and your own list to drive traffic to your lead magnets. The goal is to solve problems for prospects, demonstrate your expertise and convert leads into customers.
1. Marketing Strategy Designed To Get You More Leads, Engage Audiences
And Grow Your Business
A U T O M A T I O N N I N J A S - B E H A V I O U R A L M A R K E T I N G A U T O M A T I O N
GET MORE LEADS
3 SIMPLE STEPS
7. A FREE SOMETHING
A LEAD SIGNS UP FOR
Positions you as an authority/ proves expertise
Educates - makes your lead a better quality lead
Helps you in the sales process
Moves awareness stages
List growth
More leads
Increases conversion rates
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10. ALL THE LEAD
MAGNETS
PDF Checklist/ Cheatsheet/ Infographic
Report/ eBook/ Whitepaper
Video Download/ Series
Email Series
Webinar/ Tutorials
Template/ Worksheet/ Workbook
Toolkit/ Script/ Examples/ Calendar/ Planner
Calculator/ Generator/ Spreadsheet
Book/ Sample/ PDF version/ Case Studies
Replay
Quiz/ Survey
Giveaways/ Competitions/ Coupons/
Shipping
Challenges
Membership/ Free Access/ Groups
Trials
Buyers Guides/ Consultations
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM OF FUNNEL
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11. EXAMPLE 2 TOP OF FUNNEL EXAMPLE 3 MIDDLE OF FUNNEL
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12. LEAD MAGNET
MUST HAVES
Solve a real problem
1
Be Specific
3
2 Provide a quick win
Easy to consume
4
Offer high value
5
Instantly accessible
6
Demonstrate expertise
7
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13. Solve a real problem
1
EXAMPLE 3
TOP OF FUNNEL
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14. EXAMPLE 4
TOP OF FUNNEL
2 Provide a quick win
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15. EXAMPLE 5
VALUE ADD / TOP OF FUNNEL
Be Specific
3
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16. EXAMPLE 6
TOP OF FUNNEL
Easy to consume
4
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17. EXAMPLE 7
MIDDLE OF FUNNEL
Offer high value
5
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18. EXAMPLE 8
MIDDLE OF FUNNEL
Instantly accessible
6
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19. EXAMPLE 9
TOP OF FUNNEL
Demonstrate expertise
7
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29. MINDSET
OUTCOME
Symptoms of a problem
Not sussed it yet
What are the symptoms?
What will they need to realise
in order to become problem
aware?
BAIT AND SWITCH
DIAGNOSTIC
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30. MINDSET
OUTCOME
Something has happened!
What’s happened?
What is the shape of the
problem?
I know what my problem is,
and there are possibly
solutions out there to help
me solve it
TOP OF FUNNEL EBOOKS ETC
WEBINARS
What does this mean?
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31. MINDSET
OUTCOME
Aware of solutions
Not sure what options are for
them
What options are available to
me?
I understand what options
there are, and I’m looking for
specific products
COMPARISONS
QUIZZES
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32. MINDSET
OUTCOME
Clarified – must make
choices
Figure out which applies best
to them specifically
I have these options, what
works best for me?
I understand which products
would work for me – now I
need to choose
BUYERS GUIDES
DETAILED PURCHASE AND
PRICING INFO
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33. MINDSET
OUTCOME
Narrowed it down
Choosing between
competitors
Which company suits me
best?
I am ready to buy, I have
objections
BOTTOM OF FUNNEL BONUSES
DEMOS AND AUDITS
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34. ALL THE LEAD
MAGNETS
PDF Checklist/ Cheatsheet/ Infographic
Report/ eBook/ Whitepaper
Video Download/ Series
Email Series
Webinar/ Tutorials
Template/ Worksheet/ Workbook
Toolkit/ Script/ Examples/ Calendar/ Planner
Calculator/ Generator/ Spreadsheet
Book/ Sample/ PDF version/ Case Studies
Replay
Quiz/ Survey
Giveaways/ Competitions/ Coupons/
Shipping
Challenges
Membership/ Free Access/ Groups
Trials
Consultations
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36. TIME TO
COLLECT LEADS
Sign up form
Where will your traffic come from?
How will it be delivered?
Advertising
Social Media
Organic Traffic
Your Own List
Your Network
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Welcome
KM , author of the award winning book – hack the buyer brain and founder of AN, specialists in BMA
We help businesses build amazing customer journeys that convert more customers that are happier and spend more money.
I want to share something really cool with you – I want to show you the ONE big thing that we do help our clients double their customer spend.
The strategy behind it, as well as why and how we do this. This strategy has added over a million to the bottom line of one of our clients, doubled another’s business entirely and continues to help others grow between 20% and 50% every year. It’s really cool, it’s quite simple, and it fixes a lot of problems. So let’s dig in shall we?
Cater content to where people are, and provide context at each step
What a lead wants and needs are not always the same thing. You have have to be very aware of this. How can you make what they need transition with what they want? Bait and switch
Apparently lead magnets are dead. Client that had 700 people attend their webinar, with over 1000 sign ups would disagree with that – but there you go
Inbound marketing is 3x more likely to generate a high ROI than outbound
Businesses that focus heavily on inbound efforts drive leads that cost 61% less than outbound leads.
And content marketing’s ROI has risen 300% in the past couple years.
1 - Don’t have a lead magnet / it’s not good
Not having one problem it solves
Not specific enough
Doesn’t solve a problem at all
Not about the customer / too promotional (sales/ brochure)
Newsletter sign up is not a lead magnet
Not aligned with your services
2 – You’re not distributing it
Wrong format, must suit audience
People need to see it: - ads- blogs that get traffic- just finding where your audience hangs out being there- your network- your own list!
3 – You’re not following up
Classic mistake
Take 7 touch points, in reality you need to be consistent with your communications
No good having something that doesn’t lead to customers – just vanity