Convert your leads for entertainment

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listen your leads are worthless unless you know what to do with them today I'm going to show you the four things that you need to do to turn a lead that just discovered you today into a paying client in less than a week now listen I've spent more than 10 years in the marketing agency space as a digital marketer I've generated hundreds of thousands of leads for my number one ranked PR agency you see our little $10 million award in the back and also thousands of leads for our lead gen clients and this framework is going to work no matter what industry you're in or where you're generating the leads from whether it's Facebook ad cold email or direct mail it doesn't matter but before I give you the framework you really need to understand the lead journey and how the customer thinks well they're going through your process and I promise if you nail this part you're going to become a much better marketer and you're going to make so much more money in the long run let's start at the top of the funnel you can also call this the awareness stage cuz people have no idea who you are yet so at this point you're advertising to people who are totally cold they don't know who you are and they're not actively looking for you now in most cases is this person that you're advertising to they fit a vague description of what you think your avatar or your ICP looks like now the people that you're showing these ads to will fit into one of three different buckets and make sure that you pay attention to this part and watch it again if you don't understand what these buckets are or how they work okay bucket number one the prospect the person that you're advertising to they're not a good fit for your offer they're not qualified they're not looking for you and they don't need your thing unfortunately this is going to be about half of the people that you're advertising to now bucket number two this is going to be the second biggest bucket and these people they're actually a good fit for your offer they're qualified and they'd probably benefit from your service or your product in their business but they don't need it right now they're not in pain and they're not looking for it this is typically going to be about 30 to 40% of the people that you're generating awareness from now finally bucket number three this is the money bucket the money bucket now these prospects they need your offer and they already know that they need your offer they're in pain without you and they might even be looking for someone that offers your service to fill that pain now this bucket is typically fairly small typically about 10% of the prospects that you're generating awareness from at the top and out of this 10% only about 2 to 3% are actually going to become qualified leads now your goal when you are prospecting or running top of funnel ads or cold email campaigns is not to overwhelm them with information or you're not trying to sell them on your main offer remember these people don't know who you are they don't trust you which means they're going to be extremely unlikely to commit to you at this point and this is exactly what I'm going to show you how to do in this video take them from a cold lead and transform them into somebody that is ready to commit to doing business with you but the very first step is to get everyone from buckets 2 and three to raise their hand and say Yes Jay I am interested in what you are offering and it should literally be as easy as raising your hand now once they raise their hand and express interest it is your job to nurture that lead and turn them from a cold lead into scorching hot ready to buy right now and you do that by following this four-step framework now I like acronyms so you can remember this framework as nram n r m now before I dive into the framework I need to talk to you briefly about how to think about this framework and how to implement this framework into your business each step from 1 to four increases in complexity and cost so by the time we get to step four this might not apply to you right now your goal is to get to a point in your business when you can do all four but you should not start off trying to implement all four strategies at once because you will likely skip steps and do them badly instead I would encourage you to implement step one and then two and then three and then step four the result will be a massive increase in conversions from your Cod leads into sales and it will happen automatically without you changing your offer or doing anything differently on your sales calls just by implementing step one and two you're going to see a 50 to 70% increase in conversion from cold lead to warm lead and that's what we're talking about here today cold to warm now let's get into the framework step one is going to be your lowest hanging fruit the biggest bang for your buck and the easiest thing to implement step one is your nurture sequence this is an automated series of emails that somebody's going to receive once they opt in or express interest this sequence should be triggered whenever your Cod lead expresses interest in your offer whether that's through an opt-in page a Facebook lead form or reply Ling to one of your cold emails with something positive the nurture sequence happens within your CRM and if you don't have a CRM you can use a free email sending tool like MailChimp but I highly recommend using a go high level which you can get for 50 bucks through my agency account linked in the description all right so what should you say in your nurture sequence how many emails should you send after 10 years of writing marketing emails here is my advice for your nurture sequence you need to think about these emails as your chance to build a relationship and get that Prospect to trust you and you do that through storytelling and through social proof now people don't like to be marketed too but they do like to be entertained and people love stories your goal when writing these emails should be to tell a story and then to tie that story to a specific pain point that the lead might have or to a piece of social proof that builds your credibility and Authority I highly encourage you to use stories about your own personal life or your business Journey or stories about your client Transformations this is going to make your prospect feel like they know you which is going to make them trusty now you're going to aim for 5 to 15 emails over the course of 30 days that's roughly a new email every 2 to 3 days now the point of this is that you can stay top of Mind especially during that nurture phase consider the 30 days your nurture phase this is when you're really going to take that lead seriously and do your best to convert them to the next step after that 30 days is over you should decrease the frequency to one email per week but never stop emailing your cold prospects because even if they don't need your offer right now chances are that they might in 3 months or 5 months or 6 months and you want to be the one in their inbox when they go looking for that solution here's a few pearls for your nurture sequence if you have any highquality resources that you can share with them like a template or a mini course or a video that solves a part of their problem then you should give it to them in these emails and you should give it to them for free Pearl number two remember to remove them from your nurture sequence if they take the action that you want them to like they book a call or they purchase remember to take them out of that initial sequence and at that point you'll put them into a booking call sequence or a purchase sequence now if you're looking for examples of great emails for your nurture sequence I will send you the exact sequence that I use to sell my lead gen program all you have to do is leave a comment with the words I love emails and I'll make sure that you will get those you also need to like this video and be subscribed to the channel and I will send you over the exact emails that I use to sell my course all right let's talk about step two in the four-step framework now this is going to be the second most important thing that you can do to convert your cold leads and this one will cost you a few dollars step two is omnipresent retargeting ads now if you've never heard of retargeting ads before then you've been living under a marketing Rock what they are is they paid ads that you can run on meta Google LinkedIn and just about every other platform that lets you run ads but you're only serving these ads to people that have already expressed interest now unlike TOA funnel ads which can cost you a lot of money and produce a lot of lowquality leads retargeting ads convert at a much higher rate and they're much less expensive to run now the goal with these retargeting ads is to help your lead get to know you better to counter their objections and to build trust and Authority so imagine your cold lead opted into your funnel and you're trying to get them to schedule a call now remember they opted in so they're clearly interested but maybe they weren't ready to commit to a long boring sales call with your boring sales team now that's okay because we're going to use retargeting ads to follow them around everywhere so that when they're scrolling through their Instagram feed while they're taking their next morning dump they will see your ad highlight a massive transformation that a similar client to them had from buying your offer now some tips for retargeting ads your retargeting ads should use your best testimonials and case studies if you show them a variety of different testimonials and case studies chances are one of those people are going to look like them and have a business similar to them and this will convince your prospect that if they want to have the same experience as that client like them then they need your offer and it helps you build a ton of credibility and social proof now just like a nurture sequence your own only going to show these retargeting ads until they take the action that you want them to take whether that's a call or a purchase now to set up a retargeting ad you're going to do this in the audience section of your ads manager and for those of you that have never run ads before this will not be a full course on running retargeting ads and setting them up but I highly recommend that you take one so that you can learn how to set up tracking codes and build audiences and launch pixels and run good ad campaigns I'm actually releasing an ads course very very soon inside of my Insider community so if you're looking for me to teach teach you make sure that you join as soon as you can before the price goes up now it's probably not realistic to tell you to launch ads on every single platform all at once so let me give you my recommendation in terms of which platforms to prioritize start with meta ads so that you can hit them on Facebook and Instagram this is where most people live most of the time and then you're going to launch ads using Google Display Network these are the ads that you see when you scroll around the internet they come in banners they come in boxes they're really easy to set up and very cheap to run after that I would launch a targeting campaign using YouTube ads you're also using the Google ads manager and once you've set that up you can think about the last three and these actually work really well but they're not as important so LinkedIn in message ads not static ads not LinkedIn video ads but specifically the in message ads work very well for retargeting these are the ones that show up in your LinkedIn messages as a sponsored ad they're really cheap to run they convert really really well Tik Tok and Twitter ads they're also worth launching but with very low ad spend these do not convert as well if you want to launch these ads because you have a ton of leads coming in and you want to retarget them you can do that right now you can go on Fiverr and have somebody set up all the pixels build the audiences for you do it all for you so you don't fck it up and you can do it for less than a 100 bucks so you don't have to worry about becoming a paid ads expert to run retargeting ads they will be profitable I promise so if you're watching this thinking about how broke you are I promise this is one of the cheapest ways to nurture and get the most money out of leads and it really really works how would you like to see my retargeting ads and what's working for me well if you want to see them go through through my lead gen funnel click on the landing page down below opt in for my lead magnet and you will get all of my nurture emails and my retargeting ads for 30 days actually this might be the best marketing hack in the whole video I love to learn from marketers who are better than me and there is no better way to learn than to subscribe to their and watch exactly what they do all right we're halfway through the framework if you're getting value by now say yeah and then show your appreciation by tapping the like button and turning on the Bell notification on my channel so you don't miss other videos just like this steps three and steps four are mostly for companies that already have decent systems in place you're already generating leads you've got a sales team and now you can leverage other people's time step three is adding appointment setting now I want you to think about what a qualified lead is worth to you now you can actually do this calculation pretty quickly all you need is your customer's lifetime value and your closing percentage so first go calculate those numbers so say a customer is worth $10,000 to you over the course of their lifetime and you know that you close qualified leads at a close rate of 20% meaning one out of five qualified calls will close and be worth $10,000 so let's do 10,000 * point2 that means that a qualified lead is worth about 2,000 bucks so let me ask you what is the value to you of getting a cold lead who is qualified meaning they need your thing and they have the money for it and they're interested in your offer what is the value of getting them from not scheduled to scheduled with your sales team now for my company we have decided that the value is very high it's in the thousands and that we wanted to invest invest in humans in the United States to personally call and follow up with these qualified leads that have not scheduled a call so steps one and two they taught you how to build rapport with a lead in an automated way and these things work and you need to absolutely do them because they're quick and they're easy and they're cheap but there is no replacement yet for good old human connection AI isn't that good yet I promise you I've tried everything if it's worth it for you and you have the time or the money you should be personally building a relationship with anybody who comes into your pipeline that is a qualified lead now I'm not saying that you should call any joeo that doesn't have a website but if someone comes through and they have an established business that's doing six figures and you can tell they're Legit by their website they've got a good website and good offer then for the love of God put that person into an opportunity Pipeline and treat them just like you would a hot lead now while your closing team is working on getting the hot leads to pull out their credit card and pay for your offer your appointment setting team should be focused on getting qualified cold leads to schedule a call with your closers so you have an opportunity pipeline in your CRM for your sales team you should have a separate one in your go high level CRM for your appointment center and if you don't have go high level yet go to the link in the description of this video and sign up for my go high level it's $49 now to automate this whole thing you can create automations in zapier and go high level to add people to this Pipeline and assign the appointment seter all automatically and then remember to remove them from the pipeline or mark them as one when they take the action that you want them to take such as booking a call your appointment setter should be contacting them aggressively via phone call and text for the first week after they express interest and then after that first week it should move to once or twice a week for the additional month now powerful note here they should use an iPhone if possible this has a much higher conversion rate than a robo text that shows up green and has a little disclaimer at the bottom IM messages work much better now your appointment center doesn't have to be amazing they just have to be friendly and they have to build a relationship with that lead they should ask about their pets and where they live and they should make nice nice just tell them make nice nice remember it's much easier to ghost or to cancel on an automated sequence than it ever will be to cancel on a human that you're actively building a relationship with who is being nice to you and FYI when I say appointment setter that is interchangeable with SDR and bdr which is interchangeable with sales development rep or Business Development rep okay moving on to the final step in the four step framework now step four is really the icing on the cake it only moves the needle about 5 to 10% but 95% of businesses will ignore step four so if you do these things you will immediately stand out from all your competition and really impress your leads step four is multi-channel marketing have you ever read the book it's called The Game by Neil Strauss well it's a book on picking up chicks and I read this book back in college if you haven't read it you should absolutely Pick It Up Genius it's entertaining and you learn a lot about sales from it so I read this book back in college and I read about this tactic that he teaches he uses this tactic to get laid to get girls into bed sooner what he would do is he would take his date to multiple different locations on that first date this makes them feel like they know you longer and they know you more intimately they called it changing venues well the same tactic works for closing the deal with your leads but instead of changing physical venues you're going to change digital venues if you initiate communication by email which most of us do then make sure that you quickly add a phone call and a text message that's another Channel another venue but that's not going to make you stand out everybody does that so let's add more channels to this relationship figure out which social media platform that your lead is most active on and then follow and engage with them on that platform you can even ask them this question on their intake form to see what their channel of choice is and if it's LinkedIn go connect with them on LinkedIn go endorse them for every skill and like all of their recent posts if it's Instagram give them a follow like their most recent posts shoot them a message this will make you appear not just as a sales person but as a friend somebody that they actually have a connection and relationship with now one channel that most people ignore but actually the easiest to implement into your marketing and you can automate it is Direct Mail we actually use an Automation and zapier to send handwritten cards to every qualified lead that comes into our pipeline each card says something unique and it's tailored to that lead it comes in a nice handwritten envelope and it's signed by the appointment setter who they are talking to and this strategy absolutely crushes for us and even though it costs a few bucks to send each card the value that it provides is a 50x multiple now I'm not going to walk you through exactly how to set up this Automation and the tools in this video but if you're interested make sure that you join my course it's linked down below okay that's the four-step framework but I wanted to leave you with some helpful tips that will help you actually close that sale once it's closing time if you have somebody on the hook you know that they're interested in your offer they're qualified enough to afford you send them a physical gift now there's plenty of services that you can use to send custom business gifts and you can set this up pretty quickly and cheaply there's one tool that we used to use called evabot integrates really well with zapier costs a few bucks no affiliate link but the most effective gifts are the ones that are hyper personalized now we send custom OT PR boxes that I designed we pack them by hand and if they have a pet we put a little dog toy in there if they are a social media influencer we'll put some gear in there and then we ship these boxes by hand so try to implement this gift process and then follow up as soon as the gift is received and then you can try and close the deal when they receive that gift and watch how fast their credit card comes out and are ready to buy before this final tip please make sure that you have liked this video and And subscribe to this channel I also have 8 million free leads and access to my free course linked down below so if you want to get access to those click on that link and drop me your info there's over 9,000 entrepreneurs inside of this community you're going to love it this last tip is something that we implemented into our closing strategy and everybody who used it on our team saw a massive spike in their close rate now we pretty much mandated and that is using incentives to close deals fast so your goal as a business owner is to figure out exactly what your clients really want that they can't normally pay you for and then use that thing to close the deal and add some urgency to it here's an example of what we use in our agency if you sign up for a 3-month plan we will fly you out to our headquarters in St Pete for an interview and dinner with the founders but in order to get this you have to sign up in the next 3 days this has helped us close a lot more deals fast now this works unbelievably well but the best part is we get to meet some of our favorite and best clients and build personal relationships with them and these personal relationships will increase the length of time that they're subscribed to our AG and doing business with us now quick warning here on using incentives do not use discounts as an incentive it's going to devalue your service and your leads will feel like they're being sold to in desperation you need to keep the power so offer something really cool that they really want if you thought this video was good then you need to watch my recent video on how to build a cold email machine in 2024 click on the thumbnail it's somewhere on this video right now and I will see you in the next one thanks for watching me Le genj