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welcome back lead generation is crucial to every business but especially the service Industries so many security companies don't know where their next dollar is coming from and as a result strategy and owner salaries suffer in this lesson we're going to cover some effective lead generation tax itics that you can use to start generating a consistent amount of growth and cash flow instead of finding leads I want you to shift your thinking to having prospects find you the first thing you'll need to do is create a lead magnet a lead magnet is something you offer for free in exchange for your prospect's contact information your offer can be a free ebook guide checklist or template in the case of security I find that ebooks are most effective chances are we've all seen these offers anytime you've entered your information on the internet in exchange for a free gift then you've opted into a lead magnet the point of a lead magnet is to build your prospective customer list in other words your email roster the information you want to gather is their name and their email I don't recommend SMS marketing for security companies but you can also ask for their phone number for future sales calls here is an example of an ebook lead magnet the titles can be things like three questions to ask before hiring a security company and the best way to secure a construction site the most important thing is for the information to be relevant and useful to your audience using the data you collected from your hot button survey you can easily craft a two or three page book Outsourcing this to a freelancer on sites like upwork.com is a great option once you've developed a lead magnet you'll want to promote it you can do so on your website and by creating a landing page a landing page is a standalone page that a person lands on after clicking through from an email ad or other digital location once they're on your landing page users are encouraged to take an action such as joining your list or buying your products or in your case prospects opt in to receive a free ebook a free method of promoting your offer is by posting it across your company's social media Pages although unless you have a lot of followers not too many people will see it by creating informative posts and YouTube content about security best practices you can raise the chances of it reaching your audience however I have found promoting with paid ads on Facebook and Linkedin to be the most effective by far at first you can start with a small budget use this time to tweak and split test your landing page when you split test an ad you create multiple versions and see if one version does better by getting a better response rate once people begin opting in consistently you'll know it's a good one and you can increase your budget also known as ad spend now that you've learned how to obtain affordable prospects with a small ad spin your next goal is to collect free leads this happens when customers purchase from you consistently and you should track these transactions simply put for every dollar you spend you make a dollar if you think this sounds unrealistic go look up Alex horoi who has an average return of $30 to every $1 he spends on Facebook ads not everyone is going to see these kind of results but just to make more than you spend is a blessing most companies literally throw money away on Advertising you'll want to create an email sequence so that when your prospects opt in they automatically receive their free download as well as more information about your company the call to action included in your emails is for them to take the next step which is working with your firm if you're unsure about how to create an email sequence you could Outsource this to someone on upwork.com or f.com I have done so successfully myself before promoting your lead magnet you'll want to find a CRM a CRM system is a client relations manager this helps businesses keep customer contact details up to dat track every interaction and manage customer accounts it is designed to help businesses in improve customer relationships and customer lifetime value or clv crms such as entersoft allow you the ability to create and send emails as well as design landing pages on their platform this is helpful because you can have access to all of your clients information in one place and using software allows you to begin automating the lead gen process I have provided a link to the entol website with this video another lead generator is your website you'll want to add your new value prop logo and video on it as soon as possible most companies tend to make their sites about how great they are but yours will be talking about how you serve your customers posting your uvp video on the front page of your site is recommended for both customer visibility and it also helps with search engine optimization speaking of SEO ranking on Google is essential so finding a good company to Outsource your SEO to is critical I have attached a link with this video to the company I use alliances are the next lead generator the alliance flyer you create can be handed to three types of Partners the first are vendors that serve the same types of properties as your company the second are individuals you can pay whenever they send you a referral and the third type of Alliance partner is your clients you'll want to build a list of 14 to 17 alliances and be sure to qualify them you don't just want to partner with anyone be specific you want to partner with companies and individuals that align with your values and bring to you the type of client you want to work with if the opportunity presents itself I have included an alliance questionnaire for you to use with this video finally your guards can be a hugely Genera Ator I recommend giving each of them a stack of cards with the admin or support email and phone number listed whenever they send clients your way pay them a bonus this is a big opportunity to gain new business that was a significant amount of information to absorve be sure to take good notes and review all the resources I provided below this video moving on to our next lesson you may even want to watch this a second time but I'll leave that up to you and with that I'll meet you in our next [Applause] [Music] video