(This is a developing post for local lead generation…)
Inside, you’ll find:
- What is Local Lead Generation?
- How Does Local Lead Generation Differ From Local Advertising?
- How Do You Apply Direct Marketing Concepts To Local Businesses?
- How Can You Present An Offer They Can’t Refuse?
What is Local Lead Generation?
Let’s face it, there’s one thing that’s more important than location when you analyze local business success. That one thing? It’s customers! That’s right. Without customers, you’re business isn’t a business.
Let me explain what I mean here for just a second.
What if you had a business with the best products on the planet in the worst location on the planet. Do you think your customers would come and get it if they knew where you were?
The reverse is true too.
If you have a product or service that nobody wants, it doesn’t matter what location you have. You’ll be going out of business in the very near future.
So, what’s the answer?
A list of your best customers that you can talk too any time you need more sales. And, do you know the easiest way to do that?
That’s right… through local lead generation!
In this article, we’re going to walk you through the process of taking control of the cash flow in your business by generating leads at will. And, when things get slow…you’ll have the power to send an email, write a letter, hire a sky writer, or even pick up the phone and call your best customers to tell them about the next best offer you have for them.
In a nutshell, local lead generation is the process of building your potential customer list with highly targeted prospects that match the characteristics of your best customers. They have the same income. They are the same gender. They have the same interests. And, they struggle with the same problems.
How Does Local Lead Generation Differ From Local Advertising?
Local advertising, when done right is local lead generation. But, most marketers are only interested in the work that pays them over and over again; not results. This means hiring a local marketer is much like going to the doctor these days. You have to be your own advocate. You have to know what to expect. And, you must demand results.
One of the biggest fallacies in local maketing is that “brand awareness” is as important or more important than any other advertising.
The mostly important type of advertising is to generate sales and local leads. This means that you’re going to want to focus on direct reponse theories to advertising.
How Do You Apply Direct Marketing Concepts To Local Businesses?
I know, direct reponse marketing sounds special and weird. But, all it means is that every advertising dollar must answer for itself in the response of sales for your business. So, if you’re going to spend money, you want that money to return more sales than it cost to create, mail, and manage the campaign. This includes the fees you’re paying to your marketer.
The process looks something like this:
Step One: Develop a Lead Generation Offer That Prequalifies Prospects
Step Two: Build a List of Leads From Your Lead Generation Offer
Step Three: Present a Product or Service to Your Ideal Leads
It’s really that simple. And, you can track every dollar. You can track how much it costs to get a lead. You can track how much it costs to turn a lead into a customer. And, you can track the lifetime value of your customer to know that you’re spending on the right things.
How Can You Present An Offer They Can’t Refuse?
Let me expand a bit on the info graphic above.
1. A Low Threshold Offer – direct response lead generation campaigns are designed to give you a list of prequalified leads with which you can follow up. And, since they don’t know you or your offer, the easier it is for them to learn about you and the science or the unique mechanism behind your offer, the better. Unless you’re doing a product giveaway, the lowest barrier is usually information. This means, there’s no risk involved for the lead. It’s simple, they trade contact details for the information. But, watch out for asking for too much information. If you’re online, test email addresses only against names and email addresses. Typically, the more valuable the offer, the more comfortable your lead will feel about giving up information.
2. A Reason to Respond Immediately – if your leads life will change immediately or if there’s a limited supply of the thinks you’re giving away, then this sense of urgency will add to your ad’s effectiveness. So, somewhere in the text, or in the image, indicate what happens if they miss out. This “fear of missing out” is a valid tool that most effective copywriters use to help boost ad performance.
3. Prove It! – look, these days there’s more skepticism in the world than ever before. And, it is because unscrupulous marketers have taken their customers too many times. So, remember this… as soon as you make a claim, you’ll have to prove it. And, if you’re being factual in your ad, then you won’t have any problem providing proof. Proof can come from experts, testimonials, screenshots, videos, quotes, etc. Just remember, if your offer sounds too good to be true, then you prospects will be running for the hills!
4. A Strong Call To Action – Okay, okay, I can already here you saying… I’ve put a coupon on the page or “there’s an optin”, why aren’t they following through? Well, it’s because they get distracted, they get confused, they’re only half paying attention. And, that simply means you have to spell out exactly what you want them to do. If you’re wanting to building your local leads list, then tell them to put in their information and push the button. Or, have them fill out a form and send it in. Or, put a sign-up sheet next to your cash register and have people fill it out on the spot. All they need is clear and simple instructions and they’ll be signing up in droves.