Watch the recorded webinar here: http://partners.infusionsoft.com/2011webinar/localleadgen

1. 5 Ways Smart Local
Businesses Get More Leads
Presented by Tyler Garns
Director of Marketing, Infusionsoft
@tylergarns

2. Housekeeping
• A/V Check
• You’re all on mute
• This is not a demo of Infusionsoft
Go to: http://www.infusionsoft.com/demo
• Ask questions through GoToWebinar - I’ll handle
them at the end, Quick survey when you leave
• Feel free to tweet if you like the content
• I’ll launch a few polls to make this interactive
• How to get a bonus with Infusionsoft
@tylergarns

3. The Big
Local Lie
I don’t need to market, I get my leads from referrals
@tylergarns

4. FAIL The Big
Local Lie
I don’t need to market, I get my leads from referrals
@tylergarns

5. What is a lead?
• Someone who has expressed interest in your
product or service...
• ...OR in a subject related to your product or
service
• You must have contact information for it to be
a real lead
- Phone number, mailing address, email
• You must have permission to contact them
and follow up with business related
information
@tylergarns

6. 5 Ways Smart Local
Businesses Get More
@tylergarns
Leads

7. 1
@tylergarns
Focus On Lead
Capture

8. Poll: Are you systematic about
capturing leads?
• I have established processes for me & my
employees to capture lead information during
ANY interaction with a potential customer
• I have processes for capturing leads that are
followed most of the time
• I capture leads about half of the time
• I rarely capture lead information
• I never capture lead information
@tylergarns

9. Most businesses
aren’t aware of the
opportunity right
under their noses
@tylergarns

10. Let’s look at a couple
of examples
@tylergarns

11. Restaurants
Big Mistake
@tylergarns

12. Check this out...
• Every person who you give a buzzer to
ALREADY HAS a built-in buzzer AND a lead
capture mechanism
• They are physically and emotionally attached
• They can’t live without it
• It’s called a cell phone
• Instead of a buzzer, ask for the cell phone #
- you’ll send a text message when the table is
ready, then get permission to send coupons
@tylergarns

13. How about a service business?
Door-to-door sales
@tylergarns

14. Door-to-door sales
• Most door-to-door sales people move on if
they can’t close the deal
• But, every interaction is an opportunity to get
a lead
• What if they offered a free report?
• How can you creatively capture their email or
cell phone?
@tylergarns

15. What if you’re advertising?
@tylergarns

16. Direct Mail
@tylergarns

17. QR Codes
@tylergarns

18. QR Codes
• Drive offline traffic
online via mobile
phone
• Visual link
• Mobile bar code
@tylergarns

19. QR Codes
• If your target market:
- Uses smart phones
- Is educated
- Has a decent income
• You’ve got a good
change of QR codes
working
@tylergarns

20. Why use QR codes?
• Get a deal
• Find out more
• etc.
@tylergarns

21. If I were using QR codes...
• Always offer a text option as well
(you already know they’re on a phone)
According to the InsightExpress “Digital
Consumer Portrait” SMS is the preferred way
to receive mobile coupons
• Drive people to a mobile friendly page that
requests a cell phone number or email
address to get to the offer
• Drip mobile coupons via SMS, drive people to
SMS coupons via email
@tylergarns

22. 2
@tylergarns
Local SEO

23. Google Places
@tylergarns

24. How?
• http://www.google.com/places/
• Don’t forget about:
• http://www.bing.com/businessportal
• http://listings.local.yahoo.com/
@tylergarns

25. Basic SEO
• Use the Google Keyword Tool to research
common phrases people use to find what you
offer
• Make sure your page titles use those
keywords
• Write page copy with those keywords, don’t
“stuff” keywords
• Inbound links - get listed in local directories,
chamber site, local bloggers, PR, partners,
etc.
@tylergarns

26. Let’s talk more about inbound
• Contact all the local bloggers with a decent
following
- Offer to write a guest blog twice per month
• Get involved in Social Media
- Understand that Social Media is a traffic driving
mechanism
- Drive your SM traffic to your site or landing page
where you can capture leads
@tylergarns

27. Traffic is a bad drug...
• Traffic is not a bad thing, but...
• Most people focus way too much on driving
traffic while ignoring lead capture &
conversion
• Create lead magnets on your site to capture
leads
• Be intentional about driving people to your
lead magnets
• Be creative - don’t just offer a newsletter
@tylergarns

28. 3 Segment Like Crazy
@tylergarns

29. I know someone who...
• WASTES $25,000 each month on direct mail
advertising
• It’s a business that creates custom gates for
homes, farms, businesses, etc
• I asked: “Do you know which zip codes are
performing and which aren’t?”
• The answer was “No”
• Direct mail (or any advertising) can be effective
if you track & segment
@tylergarns

30. How can you segment?
• Behavior -
- do they open your emails, do they click, do they
visit your site, do they visit your store, do they call
in, have they made a purchase, if so - what did
they buy?
• Demographics
- postal code, age, sex, income, etc.
• Psychographics
- what are their wants, needs, desires, fears?
@tylergarns

31. 4
@tylergarns
Partnerships

32. The key to a powerful
partnership is to
CREATE VALUE for
your customers
@tylergarns

33. Examples
• Photographer & Make-Up Artist
- As a photog, build in to pricing the cost of the
make-up artist - this is VALUE for the customer,
and business for the partner
• Business Law Firm & Accountant
- Legal issues often deal heavily in financial issues
- suing, defending a suit, etc.
- Have an accountant present at a client meeting
for advice
- Vice versa
@tylergarns

34. Do’s & Don’ts of Partnerships
• Don’t just decide to give each other referrals,
this doesn’t create VALUE, and is rarely
sustainable
• Do be willing to OVER-DELIVER on your side
• Don’t try & make the partnership “EVEN”
• Do build your partner’s business INTO your
business, and yours into hers
• Do make the partnership part of your sales &
delivery PROCESS, not an afterthought
@tylergarns

35. 5
@tylergarns
Promote Local

36. Your customers will:
• Buy local when it’s convenient
• Buy local when they have a relationship with
you
• Buy local when informed
• Pay more once they’re loyal to local
businesses
@tylergarns

37. Promote Local
@tylergarns

38. @tylergarns

39. Join
• Join your local chapter of local first
• Many communities have a local first (or similar
organization). If yours doesn’t, create one, or
work with your local chamber to create one
• Join your chamber of commerce and attend
meetings to discuss how you can promote
local buying as a chamber
• Work with local news outlets to promote local
businesses and the good they’re doing for the
community
@tylergarns

40. !
@tylergarns
Bonus:

41. !
@tylergarns
Bonus:
Referral Strategy

42. Know the right times:
• It’s best to ask for referrals:
- During the time of purchase
- During the time of a repeat purchase
- Shortly AFTER a recent purchase
- After a customer satisfaction survey where the
person says they’re satisfied
• Don’t ask for referrals:
- When the customer isn’t happy
- Make them happy first
@tylergarns

43. Make the process systematic
• First incentivize employees for collecting
referrals AND for referrals that close
• Create processes for referral collection to
happen automatically
• Track referral volume and conversion rate
month-to-month
• Offer an incentive for referrals that they can’t
get anywhere else
• Train employees consistently
@tylergarns

44. Poll: How much additional
revenue would you bring in
each month if you captured
leads in every circumstance?
• $1,000
• $5,000
• $10,000
• $25,000 or more
@tylergarns

45. Generating leads is
only the beginning
@tylergarns

46. Framework for Strategy:
The Perfect Customer Lifecycle
@tylergarns

47. @tylergarns

48. @tylergarns

49. @tylergarns

50. All-In-One
@tylergarns

51. Would you like more information
about how Infusionsoft can help
you capture leads & more of the
opportunity in front of you?
• Yes
• No
• I’m already a customer
@tylergarns

52. Get a bonus with
Infusionsoft:
http://www.infusionsoft.com/demo
@tylergarns

53. Questions?
Call 866.800.0004 Ext. 1
@tylergarns