If you’re still trying to generate leads with traditional (or interruption) marketing, you’re doing it all wrong.
You’ve probably experienced interruption marketing at least once in your life – if not dozens of times.
Here’s how it usually happens:
You sit down to dinner, anticipating every savory bite.
You’re just about to dive into the dish, and…
Your phone rings. You look at the screen and the number is unknown.
Without even answering the call, you KNOW it’s a telemarketer INTERRUPTING your life.
Now, transfer these feelings onto your customers.
If you’re crashing their party with unwanted solicitations, you’re guilty of participating in interruption marketing.
Today’s marketing is all about NOT interrupting your audience.
Instead, inbound marketing and sales tactics involve approaching customers who have expressed some level of interest in what you have to offer.
So, let’s all agree to ditch cold-calling, and instead, use inbound marketing tactics to generate insane leads.
Inbound Marketing and Sales 101
Generating leads is about attracting and then converting people who don’t know about your business, as well as prospects, into leads.
Remember, leads are people who are interested (in some way) in your services or products.
To generate leads, you need to offer these people “goodies” – or as we call them in the marketing world, “Free Offers,” in the form of discounts and coupons, ebooks, white papers, webinars, etc. – so they get to know you well enough that they are enticed to buy.
How to Generate Leads
With this basic understanding of the inbound marketing methodology and how it drives leads and sales, here’s a rundown of how the primary marketing tactics work individually and together:
- The landing page. This is basically a special web page you build to attract visitors to your website. The landing page will have a specific goal, such as getting people to sign up for a newsletter, download a free offer, or attend a webinar.
- The form. The landing page will host a form that lets people “sign up” for an event or offer. The form features several “fields” of information, like name and email address. People have to give up this information in exchange for the free goodies. (Ask for information, based on the value of the thing(s) you’re giving away. For example, if you’re giving them a checklist, ask only for their first name and email. If you’re giving away a free webinar, ask for a little bit more, such as their industry or title, budget, etc.)
- The offer. This is the carrot on the stick, or free stuff, that you’ll give leads in exchange for their information. The offer must be valuable enough to your audience in order to get them to input their personal information.
- The call to action. The call to action (or CTA) is some kind of message or button that prompts the audience to take action, such as “fill out the form” or “get the ebook” or “sign up.”
These four components work together seamlessly in order to move consumers and prospects through the lead-generation process.
Before the Landing Page
There are other components of the inbound marketing method that nurture your leads BEFORE they arrive on a landing page and move through the lead-generation process.
Primarily, your blogging and social media posts will get the word out about your business, giving people a non-threatening way to learn about your brand.
After the Call to Action
AFTER prospects fill out a form and give you their email address and name (and perhaps other information), you can now move them into your email workflows, where you can speak more directly and pointedly to their pain points and problems, and offer strategic solutions (YOUR products or services).
The key to its success is to AVOID interrupting consumers, and instead, building a connection that potential customers can respect and trust.
Wanna drive more leads than you ever thought possible? Call Flight Media today to schedule a free consultation!
Does your company’s strategy include interruption (traditional) methods or inbound marketing and sales approaches?