Dan Martell - The Top 5 Lead Generation Strategies

00:00:00.000 If you do not have calls to action to collect emails

00:00:03.400 on your content marketing, on your website,

00:00:05.820 you are missing out on probably two times more opportunity

00:00:09.860 than you have today.

00:00:23.700 Hey everybody, Dan Martell here,

00:00:25.680 serial entrepreneur, investor, and creator of SaaS Academy.

00:00:27.780 in this episode i'm going to share with you exactly how to build a beacon lead magnet it's my

00:00:32.900 structure it's very unique to creating a lead magnet to attract ready to buy customers for

00:00:38.020 your product off of your content marketing or your website and be sure to stay to the end

00:00:41.940 we're going to tell you how to download my reactivation email template to literally source

00:00:48.420 new customers off any email list you may have today let's get into it so i want to start off

00:00:54.100 by telling you a story about a company i built called flowtown flowtown was a social email

00:00:59.460 marketing platform that we built back in 2009 and one of the things that we did incredibly well was

00:01:05.460 our content marketing we had a blog that was generating hundreds of thousands of views per

00:01:10.420 month but the problem was is that all we did was just blanket the blog post and all around it with

00:01:17.380 ads to our trial of our software we actually weren't collecting any emails we figured you

00:01:22.260 You know, if we got traffic, we want to send them straight to signing up for a trial.

00:01:26.480 The problem was with that that I've learned since then is that not everybody is ready to start a trial with your product.

00:01:33.360 They're not ready to buy what you've got to sell.

00:01:36.440 And what you want to do is instead, you know, swap their contact information, their email address for some value that you might have.

00:01:45.540 And the reason why is because marketing is meant to take care of your market until they're ready to buy.

00:01:50.520 so if you've done all the heavy lifting to get somebody to come to your website then you need

00:01:54.900 to give them something some bribe to collect an email address so you can continue the conversation

00:02:00.740 continue to solve problems for them and at some point luckily you'll have the opportunity to you

00:02:06.600 know sell them your solution and once we added lead magnets to our blog all of a sudden now there

00:02:12.540 was this whole swath of visitors that were cold that had no clue what flow town was that weren't

00:02:17.520 ready to buy that we started collecting emails and from that relationship we

00:02:21.480 built we then converted them into trials so if you do not have calls to action to

00:02:27.240 collect emails on your content marketing on your website you are missing out on

00:02:31.980 probably two times more opportunity than you have today this was true back in the

00:02:37.280 day for Tim Ferriss's blog some people don't realize this but he was opposed to

00:02:41.460 collecting emails and emails marketing because he didn't want to like bug

00:02:44.640 people and I think it was Ramit Sethi you know one of his good friends that finally convinced him

00:02:48.700 like Tim you get millions of views to your blog every month and you're not building your email

00:02:52.440 list now he has a multi-million person email list and even the other day I was talking to a

00:02:58.280 SaaS founder that's in one of my programs or a new member and we were doing a quick marketing audit

00:03:03.700 and I noticed that they're at 7 million in ARR an incredibly great built product and on their blog

00:03:11.040 they had no calls to action to collect emails other than signing up for a demo for their product.

00:03:17.440 So we want to solve that. And here's the way to do it. Number one is we want our lead magnet,

00:03:22.040 what I call a beacon lead magnet to be sage. I got this terminology from my friend Taki Moore

00:03:26.780 and sage stands for short, actionable, goal oriented, and easy. This means that it's some

00:03:34.060 kind of document. Typically it's a checklist. It's a blueprint. It's a template. It's a script

00:03:39.640 that adds a ton of value without asking the person

00:03:43.000 to do a lot of work.

00:03:44.240 Some people decide to like do like three-part video series

00:03:47.020 or a webinar to collect an email address.

00:03:49.460 But the truth is, is you're asking that visitor

00:03:51.800 to give you their time.

00:03:53.720 And for a lot of people, their time is worth way more

00:03:56.100 than their money or their contact information.

00:03:57.820 So you wanna keep it short.

00:03:59.580 You wanna keep it goal-oriented.

00:04:01.580 You wanna focus on what is the problem

00:04:04.520 that your software solves

00:04:06.580 that you can create a template or checklist

00:04:08.560 to connect with that person that tells you

00:04:11.580 that they also have that problem.

00:04:13.080 One of my favorite examples is a company called ambition.com.

00:04:17.020 They're a software platform, and they're not even a client,

00:04:19.400 although they should be, because I'd love to work with them,

00:04:21.280 that helps sales teams build leaderboards

00:04:24.560 and sales scorecards, and really just try to get the most

00:04:27.260 out of your sales team.

00:04:28.100 So if you go to ambition.com, they have a whole thing,

00:04:30.400 it's a resource section with templates and scorecards,

00:04:33.780 and they essentially have all these resources

00:04:36.380 that somebody that may not be ready to buy their software, but has a small sales team can engage

00:04:40.960 with and download for an email address so that they can continue the relationship onward. It is,

00:04:47.400 that is the mentality, the approach to thinking about what kind of lead magnet would even start

00:04:52.780 to attract a ready to buy potential buyer. Number two, double aligned. So to me, the principle that

00:05:01.400 I was kind of hinting on is the idea of double aligned. The lead magnet that you're building

00:05:06.100 has to be aligned with the problem that your product solves and it has to be aligned with

00:05:11.440 where the customer is in their awareness stage of the problem so could you create a lead magnet

00:05:17.580 that would collect a bunch of emails from any visitor on the internet if you were like hey i

00:05:22.000 can help you make more money download this thing and all of a sudden every visitor your website

00:05:25.860 downloads the thing but that doesn't make them a perfect customer for your software product see

00:05:31.000 what i'm saying is the lead magnet has to be aligned with not only attracting the perfect ideal

00:05:37.060 customer profile but also the problem your product solves so that when you introduce your solution it

00:05:43.400 makes sense so for example if i have a financial software um one uh one potential like especially

00:05:48.660 if it helps with year-end planning you know like kind of financial modeling or financial planning

00:05:53.420 then a great template or tool i could give away for their email address would be a year-end

00:05:58.940 planning checklist like here are the 27 things and all the recommendations we have for how you

00:06:04.300 should do your year-end financial planning and that would be aligned especially if your product

00:06:08.460 does that so look inside the software you've already built or inside your your your solution

00:06:13.980 your product that you're selling and ask yourself what is the problem that somebody that's about to

00:06:20.140 hire us to solve you know to for the solution that they're trying to fix first so if i do

00:06:24.780 you know camping trips let's say you know you go you want to hike Mount Rainier one of the top

00:06:30.360 you know mountains in the U.S. a packing list for getting ready for Mount Rainier would be a great

00:06:37.120 lead magnet because anybody downloading that's telling you that they want to go hike Mount

00:06:41.620 Rainier so if you have a guide service to do that then that's a natural kind of process that you

00:06:47.460 could then say hey if you want some help you want to get there safer you want to get there faster

00:06:50.800 give us a call schedule a call so we can do a quick demo to see if we'd be the right fit for

00:06:54.600 you and that is what double align means number three test the name I can't tell you the amount

00:07:00.780 of times that I've been doing you know marketing coaching calls with my clients and seeing their

00:07:05.600 beacon lead magnets and realizing that what they've created as a name for it is really just

00:07:11.300 like a blog post title like how how to do your year-end planning or seven steps to do your year

00:07:16.400 end planning that's not gonna make it interesting enough right we need to give it a cool name

00:07:21.680 sometimes we got to just rename it to a scorecard or a template or we want to give it a cool name

00:07:28.200 like modeler or you know like I have the rocket demo builder or the precision scorecard so you

00:07:35.360 want to make sure you test the name here's how to test it is email a bunch of prospects maybe people

00:07:41.520 on your your marketing list if you have one and just ask them hey I built this thing name and I'm

00:07:47.320 curious if you want a copy if so just hit reply and I'll send it to you if you send that to 100

00:07:51.500 people and only two people reply asking for it there's probably a problem with your name because

00:07:55.900 it doesn't seem unique powerful it doesn't seem sage enough so be sure that you test the name

00:08:02.700 before you go build i literally will run marketing ads against the beacon lead magnet before i ever

00:08:08.700 build it because if i'm not getting the click-through rates then why am i going to spend

00:08:11.980 the time and energy to build it so that is number three test the name number four conversion flow

00:08:16.940 this is literally the most important thing you can have the most amazing beacon lead magnet and miss

00:08:22.940 a huge opportunity to actually convert that traffic into customers so here's the key wherever

00:08:28.380 i promote that lead magnet it could be on my blog could be on my home page could be through ads

00:08:33.660 when they download that beacon lead magnet on the thank you page the page that shows up after they

00:08:39.580 download it in the header you will give them a link to download the thing or tell them to check

00:08:44.140 their inbox in seven minutes because that's where it will be to download but the page they see is

00:08:49.820 a hundred percent above the fold ambition i'm looking at you ambition.com you guys don't do

00:08:53.980 this above the fold you make the prompt for the demo you make a prompt for your trial you ask

00:09:00.140 them if they want to move forward here's why if i think of like open rates for most email address

00:09:05.020 a good open rate is about 20 a click-through rate's two percent so that means that if a hundred

00:09:10.060 people downloaded my lead magnet and I only got 20% open rates. That means 20 people would open

00:09:15.260 the email. And then if I had a link to come back to sign up for a trial or any information about

00:09:19.960 the trial or demo, then I'd only get 2% of the 20, which means four people. So I'd get four people

00:09:26.620 through the email funnel that would come back to the page that might have the information about how

00:09:30.580 they could purchase our product or learn more about it. Yet you have a hundred percent of the

00:09:35.180 people that after they downloaded your lead magnet that were still on the funnel they were still

00:09:41.000 there ready for the impression and the and this is a plague it's 92 percent if you're not a coaching

00:09:46.760 client of mine you probably don't do this all my coaching clients do it because it's a non-negotiable

00:09:51.480 it's it's why we spend all this time generating traffic to collect an email but not moving the

00:09:57.080 opportunity forward for the customer i've always said that marketing for me is the difference

00:10:01.320 information and marketing is that there's a next action item at each stage of your marketing you

00:10:05.880 have a clear next step for this person to go so that they don't just say oh this is cool but what

00:10:11.940 am I supposed to do with this or how does this company help me that is the conversion flow is

00:10:15.880 everything make sure that when you give them the thing tell them they'll get it in their inbox in

00:10:19.600 a few minutes that way they stay on the page and then ask them if they want some more help through

00:10:23.520 your software through a conversation to move things forward and make sure it's clear and

00:10:27.980 there's a direct call to action. Number five, RND. So RND stands for rob and duplicate. Look,

00:10:33.600 I'm not telling you, you should steal other people's things and claim them as your own,

00:10:38.940 but I am saying you should do your research. You should find out what the market is already

00:10:42.980 engaging in. Here's the coolest part about the world we live in is you can literally go and spy

00:10:49.360 or review your competitors' lead magnets to find out what's working really well for them. So here's

00:10:54.780 how you do it and this may change because ad platforms change all the time but in Facebook

00:10:59.300 if you go to your competitors or people in the market that you know are doing really great

00:11:03.300 marketing and you can do this from my Facebook page and you go to my my business Facebook page

00:11:09.340 on the left side somewhere you're going to find the Facebook ad library okay so you can even go

00:11:15.640 I think it's ads again they change it all the time but search for Facebook ad library and you can

00:11:21.000 search a company and then see all the ads that they're running right now and you can see if

00:11:26.000 they've got lead magnets that they're offering the market and go through their funnels now

00:11:30.180 what i'm saying by rd is be inspired by their lead magnet if they're running three lead magnets and

00:11:36.080 it's this scorecard this template and this script you don't have to reinvent the wheel you can just

00:11:40.320 ask yourself do i have some unique thoughts on what that should look like do i have some existing

00:11:46.380 content do we have something in our product that we're already doing that can help the person

00:11:50.160 and just use that to inspire your creative process

00:11:54.480 for creating lead magnets.

00:11:55.680 I believe that if you do it right

00:11:56.940 and you have a great beacon lead magnet,

00:11:58.300 you can have one beacon lead magnet

00:11:59.660 and it could drive millions of dollars in new revenue.

00:12:02.740 But if you wanna get really advanced,

00:12:04.620 then you start to create maybe up to five,

00:12:06.440 hitting the five pain points

00:12:07.960 that your customer might be running into.

00:12:10.500 And, or if you wanna be really advanced,

00:12:12.800 kinda like I do,

00:12:13.660 then you might have dozens of them

00:12:15.500 depending on the type of content that you're talking about.

00:12:18.300 But for right now, go R&D one of your competitors.

00:12:22.080 Find out what they're doing.

00:12:23.440 If they're running ads and they've been running it for a while,

00:12:25.820 it's probably because it's working.

00:12:27.420 And reverse engineer from their success

00:12:29.960 how you can create a Sage Beacon Lead Magnet

00:12:33.300 to really help you collect some emails

00:12:35.200 and build that ready-to-buy audience of people for your product.

00:12:39.820 So quick review on the five strategies

00:12:42.060 to build a Beacon Lead Magnet that attracts ready-to-buy buyers.

00:12:45.140 Number one, it has to be Sage.

00:12:46.280 short actionable goal oriented and easy number two double aligned both the pain the customer has and

00:12:52.440 the product you solve or the solution number three test the name with an email list for

00:12:56.900 your conversion flow use the funnel number five rnd your competitors as i mentioned at the beginning

00:13:04.260 i want to share with you an exclusive resource called the reactivation emailer you click the

00:13:08.260 link below to download your copy it's a template nine words you send to your email list that will

00:13:14.020 help you harvest new opportunities customers with literally no effort just send this email click the

00:13:22.020 link below download your copy it's my gift to you especially if you're down you're collecting emails

00:13:26.020 using the beacon leaving magnet strategy you're gonna need this email template it's the first

00:13:31.140 email you should be sending to them after they download the lead magnet click the link below to

00:13:35.060 download your copy and if you like this video please subscribe leave a comment let me know what

00:13:39.460 the number one takeaway was for you that helps the engagement of the channel it would mean a lot

00:13:44.500 and as per usual i want to challenge you to live a bigger life and a bigger business and i'll see

00:13:48.280 you next week

Dan Martell - January 10, 2022

The Top 5 Lead Generation Strategies

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