These slides accompany a talk for the Digital Enterprise Program, and cover both the technologies/online processes for lead capture and nurture, and the importance of crafting the right message to your prospects. Last but not least, the importance of keeping your existing clients engaged for not just referrals, but being able to help them in other ways.

1. Urszula Richards, onlineiq
Salisbury and Modbury
Growing Your Customer List

2. Goals for this Session
• New ways of finding leads for YOUR
business
• Online ways of ‘capturing’ and storing
those leads
• Online tools which help convert leads into
customers
• Not forgetting your marketing message

3. IMPORTANT:
Increasing the number of leads you have will have little
impact on your business if you don’t have a clear
process for how to turn these leads into clients
• Eg. Increasing traffic to website no good if website
does not convert
• Getting more names on your list no good if you have
no plan about how you will engage with these people

4. Some questions first

5. Understanding YOUR business / organization
• Goods / services
• Online / offline / local / Australia-wide
• Years in operation
• Number of people

6. How are you getting your leads right now?
• Word of Mouth
• Advertising (offline)
• Advertising (online)
• Website / blog
• Social media
• Online forums, communities of interest

7. Leads, lists and followers
Lead – anyone who is a prospective customer – now
or in the future
List – a list of leads and customers –with contact
details (pref. email), in YOUR database
Followers & Likes – possible leads who have had at
least one moment of awareness of your existence –
but you have to guarantee ongoing communication
with them

8. Where do you put your leads?
• CRM (Customer Relationship Managements Software)
• Spreadsheet
• Accounting Software
• Email Contacts
• In your head!

9. Why your own database is key
You can control all marketing activities
which lead to one central location, such as
email lead capture, calls to action & landing
pages

10. Why your own database is key
Because – you OWN it

11. Example – Landing Page & Lead Nurture
Process
• A landing page with an offer (make it
good!)
• A form to capture the email address
• No risk + reason to act now
• Follow up ‘success’ email (make them feel
good that they have subscribed)

12. Example of email capture
http://unbounce.com/landing-pages/ultimate-lead-capture-landing-page/

13. Example of email capture
http://offers.hubspot.com/how-to-use-pinterest-for-business

14. What does this page need?

15. Leverage that Landing Page
• Once you have a landing page created, you can
start promoting & or advertising it in many
different ways.
• Facebook / Google Adwords or offline print
advertising
• On your website
• Through social media (as part of a strategy – don’t
over do it)
• Email signature with your offer on it (linking to
your landing page)

16. Review your website
You should review your
website, with ‘lead
capture’, ‘landing page’
lenses on and provide
similar opportunities for
capturing client leads
through Calls to Action

17. Review your website
Make these contextual, and one maybe
two per page so they don’t confuse
people or compete with each other

18. How could this page capture a lead?

19. How could this page capture a lead?

20. How could this page capture a lead?

21. Customer Buying Cycle

22. Marketing Basics
Now that you have the basic concept of how it
works, its time to look at the actual Message
itself
1. Understand your niche – their pain and desires
2. Be clear about how you solve or fulfill this
3. Create a hook to capture their details
4. Develop your ‘know, like & trust’ system in
order to communicate over time that you
understand them and are best placed to help
them

23. Marketing Strategy - exercise
Gathering leads is only the first step,
and is wasted if you don’t have a clear
strategy about how to convert a lead
into a customer.

24. Marketing Strategy - exercise
Now apply this to your business
• Who are you targeting?
• What pain are you solving?
• What hook can you use to attract
people?
• How can you keep them engaged?

25. Adopting the Right Attitude for Nurturing
Leads
• Once you have gained the opportunity (& privellege of
communicating with someone, this is just the beginning
• Understand where your prospects may be in the buying
cycle, and create an experience which will keep you top
of mind for when (or if) they are ready to buy
• With automated systems, you are able to create great
value once, and distribute it to many without it costing
you extra
• Encourage engagement & communication so you can
continue to provide value and build the ‘know, like and
trust’ factors

26. TRUST
• No risk
• Guarantee
• Quality
• Testimonials
• Consistency / longevity
• Speak their language (no jargon; benefits
not features!)

27. Know, like and trust system

28. TRUST – what not to do

29. KNOW
• You need to know them, get them to know you
• Become an expert / contributor in your area /
niche
• Create relevant + valuable content
• Build relationships with suppliers, colleagues
• Blog or other content (more about that later but
the online medium does provide many
opportunities to be known without even leaving
your desk)

30. LIKE
• Be authentic (be real)
• Encourage conversation & interaction
• Ask questions to get to know your clients better
• Adjust your communication to respond to questions
and needs
• Communication ratio – 95% relationship building, 5%
selling (according to one leading marketer)
• Be generous – refer prospects to others for things
they can help them with; its not all about you!
• Work toward developing a client list who not only like
you but who you like (like works both ways)

31. Knowing your client
• Depending on how long you have been in
business, and what tools you are using
• Do you know who your client or your
IDEAL client is?
• How do you know what you know about
your clients

32. Customer Clarity
• Who has a clear idea of who their ideal
customer is? Will give examples about why
this is important
• [if this sounds like mumbo jumbo, please
take advantage of the free 4 hour mentoring
session you are eligible for]

33. Best Practices
• Have a CRM and/or sales tracking software (do a
small section on this)
• Be diligent (ie. Your contacts won’t get in there by
themselves)
• Use every opportunity to add to your database
• Capture email first, other information secondarily
• Understand the tools that can make the process
easy for you
• Create a full marketing strategy – from lead
capture to conversion

34. Some tools to get started
• Mailchimp.com (easy lead capture and
autoresponding emails + email marketing)
• Chimpadeedoo (ipad app for offline lead
capture) [by Mailchimp.com]

35. Extra help
• Polaris – 4 hour mentoring session
• Developing understanding of your customer
• Marketing message
• Rhys Moult, Polaris Centre 8260 8205
• Onlineiq – automated marketing sequences
and systems, websites, online marketing
www.onlineiq.biz, 0413 606 463