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one of the biggest challenges i see for businesses is they generate leads that aren't qualified and the challenge with that is that you're going to waste your time dealing with people that aren't going to buy from you so you want to know how to go about generating qualified leads if you want to be successful that way the leads that you're dealing with are the best possible quality and you do this through you know effective marketing making sure you're doing things the right way you also want to make sure you attract the right crowd and everything else as i said will be easier because if you've got the right people talking to you that have a problem for whatever solution you offer they're more likely to buy from you so really really important so let's just have a look at some of the things so the first thing is a lead capture game plan now i'm going to just make myself really small down the bottom here for now so i don't block that out because i know what's coming up so you need a lead to capture game plan and the idea is that uh you know i see too many people when they sort of set up their website or their social media they don't think through how am i gonna what am i gonna do once those people hit my website and this is the problem i had with the two agencies that i paid all that money two years ago i paid 80 something thousand dollars to two agencies they generated traffic but they didn't turn into leads and that's because there was no lead capture game plan we didn't have a plan for it i'm going to share with you some of the things that you can be doing to make sure that you know as you as you generate leads you capture these and you attract them and you capture their details so the first thing is make sure that you have lots of valuable tools and resources available the more tools and resources that you have available uh the more like people are gonna i opt in for things now this webinar is a great example of a tool or resource that is a lead magnet and you should think to yourself right now could i run a webinar like this training people about what it is that i do giving away free content that's valuable but also shows you as the authority in your industry and builds up that you know that relationship with people starts that process and it's dangling a carrot that's what it is you know you're on this webinar because it's free and you thought it could be valuable there's something here if you just learn and really let's face it if you just take one thing away from today you've probably already got something that's valuable it's a valuable use of your time right so by dangling that carrot you've opted into my webinar we're now building a relationship and we can start to continue to foster that relationship we'll talk about that very very shortly so you want lead magnets there's plenty of different tools you can use with the ebooks guides checklists you know free training etc there's lots of things that you can do also you've got to make it easy for people to opt in so on your website on your social media where if you're going to get people's details don't give them great big bit of caviar difficu if you're going to go straight from that form to a sales meeting then yes it probably needs to be a little bit more qualified uh otherwise you are going to waste your time doing it with tie kickers but if it's just a lead magnet that is just the start of your process and there's other steps in between this and the next you know the next to the next then you can just ask for a very simple amount of details now the easier the opt-in is the more people are going to opt in so if it's a free event and they've only got to give their email address or a free download and then i'm going to give you their email address to get it that's much easier if you then ask for a name a bit harder if you then ask for a phone number a bit harder if you then ask for an address even harder so the more questions you ask the less people are going to opt in okay so you want to make sure that all the forms on your website and in your marketing are very easy for people to fill in and opt in so you don't grab too much of their details um so that's you you lead capture game plan now let's just go across to the next one which is then to build trust and grow authority okay so build trust and grow authority and what we want to do is we want to make sure that we are building a relationship with people in our marketing because people buy from people they know like and trust okay and so what we want to do is we want to build that relationship up so people trust us and know us and like us now one of the quickest way is to create helpful content okay so as soon as you start creating good content whether it's webinars like this it's ebooks it's blog posts it's faqs on your website it could be appearing on other people's podcasts it could be doing a youtube channel it could just be really helpful stuff that you post on social media it could be facebook lives instagram videos whatever you like but so long as it's helpful you will start to create uh a relationship with people but you'll become the authority in your industry and i think that's a really important thing to do the other thing a good way to really build trust and rapport with people is to solve problems quickly give people the apple that they're looking for find that low hanging fruit and solve their problem quickly so if you know that one of your customers biggest issues is x create a bit of content that solves that and can help them do something with it really really fast so the thing that i used on facebook marketing that worked really well for me was a business planning template that was easy to use the same template we've used to grow thousands of aussie businesses i offer that for free on facebook we get dozens of downloads every day and it cost me a few dollars a download and it's a great lead magnet it solves a problem someone's looking for a lead magnet sorry looking for a business plan template my lead magnets there and you know they they take the apple it's the low hanging fruit the other thing is if your content's really good you'll earn links now i mentioned before when it came to optimizing your website and building authority with the search engines the search engines one of the signals that google and bing and all of those search engines is looking for is how many people are linking back to your content so others will stick their neck out for you and share your content if it's good and if your content is getting shared whether it's on other people's websites podcasts social media channels etc and even in their email blasts the search engines know this and this actually creates more of an authority for your website and your business as well okay so really an important thing to do so that's building trust and growing your authority the next stage of leads of the second part of profitable digital marketing is then to automate to nurture now some of you will be ready to do something right now so maybe at the end of this webinar you'll say ben i'm ready to have a chat i'd like to find out how your digital marketing company can partner with me and help me get this done some of you will not be ready for that okay so you need to be nurtured and i can't ring i've got thousands of people in my database i can't ring you all each week or each month and say how you're doing so i've got to work out how to automate that nurturing process and that's what this is all about so as we dive into this you need to work out what systems you need to enhance and streamline this nurturing process and there's lots and lots of tools out there whether it's email marketing tools there's crms there's there's amazing tools to be able to send out text messages there's you know tools to automate posting on social media uh you know there's lots of different things that you can do to automate um and even part of your automation can still be with people but you can outsource a lot of this work to you know a third party that can do things for you manage your linkedin profile for you or whatever it is you need done for example but it means you get to nurture people i'm all about systemizing the routine communication so things that you're going to do on a regular basis systemize it so you don't have to think about it so it just happens it might be you know checking in on a customer it might be you know following up a proposal it might be whatever but just systemize it humanize the exception there's still times when you need to make a call i'm not a big fan of these big complex funnels you might hear people talk about building funnels and tripwires and all these things i still think that the best way to get sales is to talk to people however there's still communication that can be done in an automated fashion so automate those and humanize the exception when it comes to that build relationships that's the most important thing because people buy from people so even on your social media channels be there respond to people if somebody messages you personally respond uh you know if uh somebody posts something uh you know someone even someone if someone shares content from my facebook page if and and i know about it i will typically go and comment on that and say thank you for sharing you know nurture these people but people buy from people um and if you can automate some of that even better right so there are things that you can automate if people do something good you can have systems that automate now most crms we use infusionsoft or keep it's known now in our business key so it's keap um but it allows us to automate a lot of things so a lot of the communication you get from me is just automated it's it's not something that i have to actually sit and do so it's quite clever and i suggest that's what you do most people struggle uh with consistency because of the workload more automated and the workload disappears