Lead Generation Tactics to grow your business (Digital Marketing)

L E A D
G E N E R A T I O N
T A C T I C S T O G R O W
Y O U R B U S I N E S S
L E A R N T H E B E S T T A C T I C S
T O A T T R A C T N E W C L I E N T S
B Y T O N I N A V A R R O
D I G I T A L M A R K E T I N G T H A T W O R K S
www.toninavarro.net

Digital Marketing & Trainer with over 10
years of experience.
My mission is to help business owners like you
define and implement effective marketing
strategies to attract their ideal clients, engage
with them, to ultimately convert them into your
clients with the key focus on driving sales &
increase ROI.
In the past 4 years, we've helped more than
35 businesses to build effective Marketing
plans for growth.
T O N I N A V A R R O - C E O O F
T O N I N A V A R R O C O N S U L T I N G
WHO AM I?TONI NAVARRO
Let's connect on social:
www.toninavarro.net #toninavarromarketing
@toninavarro_digital
@toninavarro_marketing
@toninavarroyes

AS BUSINESS
OWNERS YOU
MIGHT BE
FACING SOME OF
THESE
CHALLENGES
www.toninavarro.net
YOU STRUGGLE TO
GENERATE A FLOW OF
CONSISTENT
QUALIFIED LEADS.
YOU DON'T HAVE A
MARKETING STRATEGY IN
PLACE, THEREFORE
YOU'RE OVERSPENDING
YOUR BUDGET.
YOU'RE RUNNING
TACTICS WITHOUT
GETTING THE DESIRED
RESULTS
YOUR CONTENT DOESN'T
ENGAGE WITH YOUR
AUDIENCE

C O M P A N Y . C O M
www.toninavarro.net
45 %
N O W A D A Y S M O R E T H A N
O F C O M P A N I E S D O N ' T H A V E A P R O P E R D I G I T A L M A R K E T I N G
S T R A T E G Y & P L A N I N P L A C E , T H E R E F O R E T H E Y A R E S T R U G G L I N G
T O T H R I V E O N L I N E
( S O U R C E : S M A R T I N S I G H T S . C O M )
Y O U R O N L I N E P O S I T I O N I N G M A T T E R S :
O F O N L I N E E X P E R I E N C E S B E G I N W I T H A S E A R C H E N G I N E .
( S O U R C E : G O O G L E )
93%

DON'T WORRY IF YOU DON'T
D O Y O U H A V E A S T R A T E G Y I N P L A C E ?
M A Y B E Y O U H A V E B E E N T R Y I N G S O M E T A C T I C S
( L I K E F A C E B O O K A D S ) T H A T A R E B R I N G I N G Y O U
S O M E S H O R T T E R M R E S U L T S , B U T Y O U A R E N O T
F O C U S I N G Y O U R E F F O R T S O N B U I L D I N G A
M A R K E T I N G S T R A T E G Y A N D F R A M E W O R K T H A T
W I L L H E L P Y O U R B U S I N E S S G R O W L O N G T E R M
M O S T B U S I N E S S D O N ' T H A V E A F R A M E W O R K
T H E R E F O R E
THEY STRUGGLE TO GENERATE PROPER AND
ESTABLE FLOW OF SALES WITH THEIR MARKETING,
AS THEY LACK OF A MARKETING STRATEGY.

www.toninavarro.net
STRATEGY IS THE INTENT
DETERMINES WHAT NEEDS TO BE
DONE AND WHY
ALIGNED WITH GOALS
INVOLVES INTENTIONAL AND
FOCUSED HIGH LEVEL THINKING
AND DETERMINES THE DIRECTION
TO TAKE
Strategy VS Tactics
TACTICS IS PUTTING INTENT TO
ACTION
DETERMINES HOW IT MUST BE
DONE
INVOLVES CONCRETE ACTION AND
STEPS TO IMPLEMENTATION INLINE
WITH THE DIRECTION
REQUIRES DAY TO DAY EXECUTION
INCLUDES TIMELINES AND
EXECUTION

A G O A L
W I T H O U T
A P L A N I S
J U S T A
W I S H
@toninavarroyes www.toninavarro.net #marketingathome
A G O O D P L A N
I M P L E M E N T E D
T O D A Y , I S
B E T T E R T H A N A
P E R F E C T P L A N
I M P L E M E N T E D
T O M O R R O W

www.toninavarro.net
TOP LEAD
GENERATION
TACTICS
DIGITAL MARKETING THAT
WORKS
BY TONI NAVARRO

BEFORE WE START TALKING ABOUT TACTICS
A SALES FUNNEL IS “A SERIES OF STEPS DESIGNED TO GUIDE VISITORS
TOWARD A BUYING DECISION. THE STEPS ARE COMPOSED OF MARKETING
ASSETS THAT DO THE WORK OF SELLING, LIKE LANDING PAGES AND
EMAIL.”
UNDERSTANDING THE SALES FUNNEL
& YOUR CUSTOMER BUYER JOURNEY IS KEY BEFORE YOU
IMPLEMENT ANY MARKETING TACTIC.

OPTIMISE YOUR WEBSITE FOR
GOOGLE(SEO) AND FOR THE USERS (UX)
YOUR WEBSITE SHOULD BE FOUND EASILY
ON GOOGLE WHEN USERS ARE SEARCHING
FOR YOUR SERVICES OR SOLUTIONS.
USERS SHOULD BE ABLE TO FIND THE
INFORMATION EASY ABOUT YOUR SERVICES
AND BOOK AN APPOINTMENT OR BUY
FROM YOU IN JUST A FEW SECONDS (UX)
HOW? OPTIMISE YOUR SITE FOR GOOGLE AND THE USERS
BE FOUND ON GOOGLE BY YOUR IDEAL CLIENTS
01
S E O ( S E A R C H E N G I N E O P T I M I S A T I O N )
@toninavarroyes www.toninavarro.net #toninavarromarketing
GOOGLE % CTR(CLICK THROUGH RATE) BY POSITION
"1st, 2nd and 3rd positions on Google
get more than 55 % of users clicks"
Source: sistrix.com

OPTIMISE FOR LOCAL SEARCH
CHOOSE CAREFULLY RELEVANT KEYWORDS
THAT ARE RELEVANT TO YOUR BUSINESS
DO YOUR ON PAGE OPTIMISATIONS
RUN A PROPER BACKLINKS STRATEGY
PUBLISH UNIQUE CONTENT & UPDATE
REGULARLY
BE ACTIVE ON SOCIAL MEDIA & ENCOURAGE
FOR CUSTOMER REVIEWS
OPTIMISE FOR MOBILE DEVICES
YOUR WEBSITE PERFORMANCE MATTERS
SOME QUICK SEO TIPS
01
S E O A D V I C E

A research by patientpop.com shows about 42% of clients would rather make appointments using a
website or app than by calling a practice.
OPTIMISING YOUR WEBSITE
FOR CONVERSIONS/SALES
(CRO & UX)
02
C R O ( C O N V E R S I O N R A T E O P T I M I S A T I O N )
& U X ( U S E R E X P E R I E N C E )
88% OF ONLINE APPOINTMENTS ARE SCHEDULED BY PHONE.
UTILISE BOOKING SYSTEMS TO MAKE IT USER FOR THE USERS TO
BOOK AN APPOINTMENT(B2C) OR TO ARRANGE A MEETING WITH YOU
(B2B)
TIPS TO IMPROVE CONVERSIONS:
USE CLEAR CTA'S (CALL TO ACTIONS)
RUN A/B TESTS
TEST AND IMPROVE YOUR COPY
SO YOU HAVE TO OPTIMISE YOUR WEBSITE FOR MOBILE VERSION FIRST.

FACEBOOK ADS VS GOOGLE ADWORDS
03Facebook ads you can target more specific audiences
And on Google Adwords you can target by search intent
Facebook Ads is more visual than Google Ads (copy, video, CTA’s)
Only recommend PPC Google Adwords when % of people clicking on ads
is high on some relevant keywords for the business.
P A I D A D S

PAID ADS
Run Paid ads with different objectives: increase awareness, drive
consideration through sharing knowledge, and drive leads and sales
using conversion objectives.
03
H E A L T H C A R E M A R K E T I N G G U I D E

Share knowledge, showcase your expertise, add value and
promote your service. Create a speaking proposal
Define your expertise or niche.
Outreach emails to business communities
SHARE YOUR KNOWLEDGE TO
BECOME A LEADER IN YOUR SECTOR
04
W E B I N A R S , P O D C A S T S , W O R K S H O P S
RUN WEBINARS
PODCASTS
WORKSHOPS
PUBLIC SPEAKING GIGS
GUEST POST IN RELEVANT SITES

04
W H Y Y O U S H O U L D S T A R T A P O D C A S T ?

LANDING PAGES OR POP-UPS TO COLLECT
EMAIL ADDRESS AKA WARM PROSPECTS
LEAD MAGNETS INCLUDING BUYING GUIDES,
FITNESS PLANS, VIDEO TUTORIALS, WEBINARS
VISITORS WHO SIGN UP FOR CONTENT
CONSIDERED WARM LEADS RIPE FOR FUTURE
TARGETED CAMPAIGNS
IN EXCHANGE FOR A PRECIOUS EMAIL LEAD
THROUGH LEADERSHIP CONTENT
05
U S I N G E F F E C T I V E L E A D M A G N E T S

EMAIL SERIES BASED ON VISITORS
ENGAGEMENT ACTIVITIES WHICH TRIGGER
FUTURE EMAILS
ONBOARDING SERIES TO WELCOME NEW
CUSTOMERS DRIVES HIGHER CONVERSIONS
AND RETENTION RATES
RETARGETING CAMPAIGNS TO CAPTURE
INACTIVE PROSPECTS WHO DROP OFF
DURING CUSTOMER JOURNEY
AUTOMATED EMAIL DRIP CAMPAIGN TO CONVERT ACTIVE
PROSPECTS AND RE-ENGAGE INACTIVE PROSPECTS
EMAILS CAMPAIGNS
06
D I G I T A L M A R K E T I N G T A C T I C S
WELCOME EMAIL SERIES
RETARGETING EMAIL CAMPAIGNS

CREATE A PR STRATEGY TO PROMOTE YOUR
NEW BUSINESS OR PRODUCT LAUNCH
HAVE AN EMAIL OUTREACH CAMPAIGN TO
PITCH PRESS CONTENT TO
MEDIA/INFLUENCERS
PROVIDE INCENTIVES IN EXCHANGE FOR
LINKS OR COVERAGE WHERE APPLICABLE
BUILD BRAND AWARENESS, BOOST EXPERTISE AND SECURE
CREDIBLE BACKLINKS
LINK BUILDING & PR
07
O U T R E A C H S T R A T E G Y ( L I N K B U I L D I N G & P R )
Why links matter?
Relationship article (link below)

USE VIDEO & VIDEO ANIMATION TO SHOW
YOUR IDEAL CLIENTS HOW YOU HELP THEM.
USE VIDEO TESTIMONIALS TO SHOW YOUR
CASE STUDIES AND CLIENTS TESTIMONIALS
BUILD A CREDIBILITY SHARING REVIEWS ON
YOUR WEBSITE AND ON YOUR SOCIAL MEDIA
CHANNELS.
USE THE POWER OF VIDEO, CASE STUDIES, REVIEWS
& TESTIMONIALS TO MAKE YOUR CLIENT WANT TO BUY FROM YOU
BUILD TRUST & CREDIBILITY
08
U S I N G S O C I A L P R O O F
VIDEO-TESTIMONIALS
ONLINE REVIEWS HELP WITH LOCAL SEO

CONSIDER OFFERING AN INEXPENSIVE
COMPLIMENTARY GIFT FOR CUSTOMERS
WHO MAKE LARGE PURCHASES
ENABLE FRICTIONLESS FREE TRIALS WITHOUT
CREDIT CARD REQUIREMENT TO BOOST
CONVERSIONS
ADD VALUE BY PROVIDING FREE CONTENT OR
CONSULTATIONS
TEMPT CUSTOMERS WITH INCENTIVES AND COMPETITION PRIZES TO
INCREASE FOLLOWERS AND ENGAGEMENT
FREEBIES VS INCENTIVES
09
U S I N G F R E E B I E S / I N C E N T I V E S
FREE FIRST MONTH (TOTAL FITNESS)

YOU NEED TO HAVE A STRATEGY ON SOCIAL
MEDIA TO GET GOOD RESULTS.
BUILD COMMUNITY WITH YOUR AUDIENCE TO
SOLVE THEIR QUESTIONS AND DOUBTS
MAKE THE MOST OF PLATFORMS LIKE
INSTAGRAM AND LINKEDIN, SHARING VALUE
AND HELPFUL WITH YOUR AUDIENCE.
USE YOUR SOCIAL MEDIA CHANNELS FOR LEAD GENERATION
LEVERAGE SOCIAL MEDIA
10
S O C I A L M E D I A M A R K E T I N G
EXAMPLES OF BEST PRACTICES
Matrix Physiotherapy
@Matrixphysio
Jack Gaisford
Video on Linkedin

FACEBOOK MESSENGER MARKETING
ALLOWS A BUSINESS TO PERSONALISE
THEIR BRAND AND CONNECT WITH THEIR
CUSTOMERS IN A WAY THAT OTHER
FORMS OF COMMUNICATION CANNOT.
FACEBOOK MESSENGER & CHATBOTS
ALLOW COMPANIES TO RECEIVE
FEEDBACK, DISCUSS CONCERNS, GAIN
CUSTOMERS, ANSWER QUESTIONS,
ADVERTISE, SHARE EVENTS, AND SO MUCH
MORE.
MESSENGER MARKETING/CHATBOTS
11
F A C E B O O K M E S S E N G E R & C H A T B O T S
CHATBOTSMESSENGER

A BLOG CAN BE A VERY POWERFUL TOOL
TO ATTRACT YOUR IDEAL CLIENTS WITH
USEFUL CONTENT, ONCE READERS REACH
YOUR BLOG, THERE ARE DIFFERENT
TACTICS TO CONVERT THEM INTO LEADS.
A NEWSLETTER IS A GREAT WAY TO BUILD
COMMUNITY WITH YOUR IDEAL CLIENTS,
BY SENDING THEM A REGULAR
NEWSLETTER WITH THE MOST VALUABLE
CONTENT YOU WILL BUILD A
RELATIONSHIP TO THEM, AND IT'S MORE
LIKELY THAT THEY BUY FROM YOU.
SHARE REGULAR VALUABLE CONTENT WITH YOUR AUDIENCE
BLOGGING / NEWSLETTER
12
B L O G G I N G / N E W S L E T T E R
NEWSLETTERBLOG
Use banners
through your blog
pages
capture leads
Share news,
FAQ's, tips, events,
resources, giveaways, etc..

THEIR BRAND AND CONNECT WITH THEIR
CUSTOMERS IN A WAY THAT OTHER
FORMS OF COMMUNICATION CANNOT.
ADVERTISE, SHARE EVENTS, AND SO MUCH
MORE.
12
RECAP:
12 TOP LEAD
GENERATION
TACTICS
D I G I T A L M A R K E T I N G G U I D E
1- SEO
2- CRO & UX
3- FACEBOOK & GOOGLE ADS
4- SHARE YOUR KNOWLEDGE
5- POWERFUL LEAD MAGNETS
6- EMAIL CAMPAIGNS
7- LINK BUILDING & PR
8- USERS GENERATED CONTENT/SOCIAL
PROOF
9- FREEBIES
10- LEVERAGE SOCIAL MEDIA
11- MESSENGER-CHATBOTS
12- BLOG / NEWSLETTER

W E H E L P E D
O R G A N I S A
T I O N S L I K E
Y O U R S T O :
Create funnels & campaigns that
convert & improve your ROI.
Improve your online presence to
become a leader with content that
engages with your audience.
Drive more quality traffic to your
site, aiming for conversions.
Find ways to engage and build trust
with your ideal clients
Optimise your website not only for
Google, but also for the users (UX)
www.toninavarro.net

THEIR BRAND AND CONNECT WITH
THEIR CUSTOMERS IN A WAY THAT
OTHER FORMS OF COMMUNICATION
CANNOT.
ADVERTISE, SHARE EVENTS, AND SO
MUCH MORE.
12
KEY
TAKEAWAYS
NOW IT'S TIME
FOR YOU TO
TAKE
ACTION
1- TRY AT LEAST 2/3 TACTICS AND SEE
WHICH ONE STICKS
2- GET IDEAS FROM OTHER BRANDS
THAT GOT IT RIGHT (BEST PRACTICES)
3- SEE WHICH TACTIC DRIVES THE
HIGHEST ROI
4- BE PATIENT AND CONTINUE TESTING
5- GET IN TOUCH WITH US IF YOU NEED
FURTHER HELP
(INFO@TONINAVARRO.NET)
D I G I T A L M A R K E T I N G F O R G R O W T H

www.toninavarro.net
5 D A Y S F A C E B O O K
C H A L L E N G E
T O A T T R A C T N E W C L I E N T S
T O Y O U R B U S I N E S S
S T A R T I N G T H E 7 T H S E P T
B I T . L Y / M A R K E T I N G -
F A C E B O O K - C H A L L E N G E
J O I N O U R C O M M U N I T Y O F
B U S I N E S S O W N E R S
( F R E E M A R K E T I N G F A C E B O O K
G R O U P
B I T . L Y / M A R K E T I N G W I T H T O N I
4 FREEBIES FOR JOINING US TODAY!
D O W N L O A D F O R F R E E
M Y N E W L E A D G E N E R A T I O N
G U I D E
B I T . L Y / L E A D - G E N E R A T I O N -
G U I D E - 2 0 2 0
S I G N U P T O M Y F R E E
M O N T H L Y D I G I T A L
M A R K E T I N G
N E W S L E T T E R
B I T . L Y / D M 4 G N E W S L E T T E R

T O N I N A V A R R O . N E T
I N F O @ T O N I N A V A R R O . N E T
+ 4 4 7 4 7 8 9 5 7 3 6 9
T H A N K S F O R
J O I N I N G M E T O D A Y .
W E H O P E
Y O U F I N D I T U S E F U L F O R
Y O U R B U S I N E S S .
Let's connect on social:
@toninavarro_digital
@toninavarro_marketing
@toninavarroyes

Lead Generation Tactics to grow your business (Digital Marketing)

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