A simple strategy for creating a marketing system that sells. Using a 3 part formula - Your Foundations, Lead Generation and Lead Conversion.

1. How To Create A
Marketing System That
Sells
With Chris Leadley

2. About us – Chris Leadley
•Studied Marketing & Media at University
•Worked in the marketing department for a large
international company
•Made redundant from company buyout
•Worked for Rick in his motor repair shop
•Built 4 businesses from scratch
with business partner
•Marketing Consultant & Strategy Partner

3. House ‘Rules’
• Not a ‘Get Rich Quick’ scheme
• Not a ‘Do Nothing Get Paid’ solution
• No ‘Easy Money’
• My Results are MY RESULTS - they are
not typical but my clients do achieve
them.

4. Six ways to influence peole to buy
• Reciprocity
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity
You need all of these to be present in your marketing
Source Dr. Robert Cialdini “Influence: The Psycology of Persuasion”

5. What you probably have
•Website

6. What you probably have
•Website
•Facebook

7. What you probably have
•Website
•Facebook
•LinkedIn

8. What you need to do!

9. Three ESSENTIAL Parts To The System
Your
Foundations
Lead
Generation
Lead
Conversion

10. Your Foundations
• Identify your market
• Create a customer avatar
• Position your self and your business
• Maximise content and inbound marketing
• Optimise your Social Media profiles
• Get ‘Search Engine Optimised’
• Create positioning material
• Manage reputation

11. Lead Generation
• Create a ‘Lead Magnet’
• Combine with a ‘Lead Capture Page’ or Lead Generating ‘Mini-site’
• Send buyers to your ‘Lead Capture System’
• Use your customer avatar to decide best advertising
• Use ‘free’ social media
• Use Direct Response Marketing
• Pay Per Click advertising and traditional advertising methods
• Track your visitors - Use software to get site visitors details

12. Lead Conversion
• Want to actually help your customers
• Use Re-Marketing
• Automated ‘warming up’ email sequence – build a relationship with
leads
• Automated Direct Mail
• Call them (this is OK if you genuinely want to help them or they have
an interest in your product)
• Engage on Social Media – Follow them – engage in chat – send
messages – ask if they need assistance ONLY 20 Minutes Per Day!
(Get a social media intern or outsource)

13. Your Foundations

14. Plan Out Your Strategy & Marketing
• Know your customer
• Research
• Ideal Client/Customer Avatar
• Their Interests
• Likes
• Behaviours
• Buying Patterns

15. • Know your business
• Your products and services
• ROI
• Budgets
• Lifetime Customer Value

16. Authority Positioning
• Position As Authority
• Use Webinars/Video/Training
• Highlight skills and knowledge
• Builds trust and confidence
with your audience
• Used to build your
email/customer database

17. • Webinars/Blog Posts etc
• Gotowebinar
• Great way to ‘sell’ product or
service mass market
• Should be content based &
educational
• Can be re-used as giveaway or
content
• Can charge for access

18. Maximise Social Proof
• Get your Social Media sorted!
• Facebook
• Twitter
• LinkedIn
• Google+
• Instagram
• Pinterest
• YouTube

19. • Facebook Page
• Consistent Branding
• Colours
• Images
• Message
• Put lead capture form in
page

20. • Google+ Profile

21. • LinkedIn Company Page

22. • Twitter Company Page
• Custom Background
• Link through to lead
capture page

23. • LinkedIn Personal
Profile
• Professional Photo
• Good Description
• Well Written
Introduction

24. • Google+ and Facebook
• Professional Photo
• Good Description
• Profiles can be found in
Google & Bing so try to
keep them clean
• Put link to Page in about
section

25. Lead Generation

26. Create A Lead Magnet(s)
• Create something your
website visitors want –
INFORMATION/HELP
• Video/Webinar Replay
• Guide/Report
• Audio
• Training
• How To…

27. Some tips…
• Get someone to
interview you about
your business,
product or service
• Get the interview
transcribed
• Will need editing

28. Dedicated Lead Generation Site/Pages
• Create Dedicated
Lead Capture Mini-
Site or Page
(Squeeze/Opt-In
Page)

29. • Create Dedicated
Lead Capture Mini
Site or Page
(Squeeze/Opt-In
Page)

30. Integrate Lead Capture Into Website
• Create Lead Capture
Form For Existing
Website

31. Integrate Lead Capture Into Website
• Create Lead Capture
Form For Existing
Website

32. • Create Lead Capture
Form For Existing
Website

33. Advertising Campaigns
• Pay Per Click Advertising
• Google
• Bing
• Facebook
• Twitter
• Instagram
• Pinterest
• LinkedIn

34. • Targeting
• Country/Local
• Age
• Gender
• Education
• Interests
• Keywords
• RESEARCH!

35. • Test & Measure
• A/B Split Testing
• Keywords
• Pictures
• Copy
• Adjust
• Google Analytics

36. Lead Conversion

37. Social Media Conversations
• Posts - converse
• 5-1 Ratio
• 5 Non marketing posts
to 1 marketing post
• Content
• Keep relevant

38. Warming Email Sequence
• Set Up Auto-Responder
• Integrate it with your
Lead Capture Site Page
and Website Form
• Aweber
• Get Response
• Mailchimp
• Infusionsoft

39. • Write engaging email
sequence for follow up
• Follow up with your
database
• Newsletters are a good
way to sell ‘without
selling’

40. Re-marketing
• People have shown an
interest in you or your
product
• Tracking
• Show your ads to them
again
• Banner Ads
• Brings cost down

41. Direct Promotional Action
• Direct Mail
• Underused
• Highest Response
• Post Card
• Sales Letter
• Re-engages
• Local
• Targeted

42. • Direct Mail
• Direct Response
• Call to action
• CLAIM FREE GUIDE
• Invite to training

43. Remember - Three ESSENTIAL Parts
Your
Foundations
Lead
Generation
Lead
Conversion

44. Free Marketing Review
• Complimentary 1 on 1 private strategy meeting
• www.chrisleadley.com
• Chris 07545 486740