Tracking and Improving Lead Generation Results

Do you know where your best leads originate? How much money do you make from each lead you process? There are five key components to determining your most effective lead generation funnels and improving the amount of money you can expect from your proposals.

1. Design and Track Your Lead Funnels

Effective lead generation doesn’t happen by chance. There are specific methods and marketing collateral that generate responses from your targeted buyers, and you can improve your lead generation results through effective design and measurement. The first and most critical component is determining where to reach your buyers and designing your collateral (webinars, case studies, portfolio, etc.) to reach this targeted group effectively. Effectively designed and promoted, a presentation can literally generate hundreds of responses from your ideal prospects.

2. Create Pull Mechanisms

Mechanisms that pull in targeted prospects are much more effective for business development than simply broadcasting “we are the best”. In fact, most people are turned off by shameless self promotion and messages they consider to be spam. When you are able to demonstrate your expertise and have people refer customers to you, the time it takes for each dollar of revenue generated greatly diminishes. However, the key is compiling your collateral in such a way that it proves results without trumpeting on and on about the company. You also need to provide mechanisms (sign-up forms, free evaluations, etc.) for a new prospect to utilize to reach out and ask for your advice.  This first step is obviously critical in creating business partners because without meetings there are no proposals - and without proposals - well you get the point. 

3. Generate Repeat Business

Is there any better lead than from a satisfied customer who wants more of what you have to offer? I don’t think so. It has been said that is 3 times as easy to generate repeat business as it is to create a new account and I believe this holds true. However, to generate this repeat business, you need to be in front of your clients with valuable information that will help them to solve problems. At the end of the day, you can either be a one-time-buy company that always scrapes for new customers or a company that generates recurring income from existing accounts. The latter is a much easier way to generate income.

4. Promote Referrals

Next to getting repeat business from existing accounts, referred customers are about as good as it gets for business development. Do you promote and reward referrals in your line of work? If not, start now. When I say “reward”, some people automatically jump to some sort of payment or discount program. But, this is not the case. A simple thank you letter with a useful office item enclosed can go much further and also eliminate any awkward discussions regarding payments. The truth is that satisfied customers are glad to help spread the word and it is up to us to give them the means to do so. An effective referral program provides simple tools someone can use on your behalf and a plan for how to help your customers get these in front of your prospects.

5. Measure and Improve

You would be amazed how many companies have no real grasp on the origin for most proposals and their close rate on those leads. It is crucial to ask the right questions and track the right data to uncover your best business-generation funnels and improve on results. There is an old adage that says “you can’t manage what you can’t measure”, and this definitely holds true for lead generation. From the questions you ask during an initial phone interview to the data you hold and query from your contact management system, the method you use for measurement and improvement of lead generation are crucial. Designed properly, the information you utilize from your contact management system or a simple spreadsheet can help you uncover trends and generate more revenue per hour spent on business development.

About the Author

Andy Hedrick is the manager of the “Targeted Marketing Best Practices” group on LinkedIn and a 16-year veteran of the B2B sales and marketing field. He specializes in helping companies promote solutions, events, and accomplishments and has been published numerous times. Andy holds a bachelor's degree in Industrial Engineering from the University of Oklahoma and has served as a Director of Business Development and Sales Manager with successful software and consulting firms. His LinkedIn guide – “How To Create a Quality Network and Generate Leads Using LinkedIn®” provides a step-by-step guide for generating leads using this powerful business network.

LinkedIn Lead Generation Frustrations and The Way Out - A Salesman’s Perspective

When I first started participating in social media marketing, there were many days of frustration. Often times I felt like pulling my hair out…but then, I remembered I was in my upper 30’s and my hair was already thinning plenty enough on its own. There had to be a better way to reach targeted prospects and have meaningful business conversations.

So, I began to research social media marketing, blog strategies, e-marketing concepts, lead generation ideas, connection approaches, etc. After reading countless blogs and spending way too much time in sales webinars, I had a breakthrough. There were some really good ideas scattered all over the place, but I needed a streamlined approach for reaching prospects and having direct conversations.

My favorite social media platform for business conversations was, and still is, LinkedIn. With over 70 million users to date, there are plenty of quality prospects that need help with sales lead generation. The key was to connect with these prospects, provide value and have direct conversations. After all, if you are in the business development field, what is the point of having hundreds of connections with very few if any direct conversations? Executed properly, you can literally have more sales meetings with quality prospects than you can handle.

After weeks of research, trial, and error, I started to compile and implement a best practices list using the LinkedIn platform. As I encountered success, I shared concepts with friends and colleagues and continually received the feedback “you should write a book”. What was needed was a step-by-step guide that would help people create quality connections and generate leads without having to spend hundreds of hours researching the topic and trying different techniques.

Social media required a different approach than traditional marketing avenues in order to gain traction and achieve desired results. I noticed many people using “spam” discussions that were a huge turnoff to me, and for others also based on comments to group managers. In some cases, group members were openly asking for these participants to be removed from the group.

However, there were also many great discussions in the area of social media marketing and lead generation that received numerous comments from VP and C-level executives interested in the subject. There were some key differences in the types of posts that received the most feedback and generated opportunities for direct conversations. I noticed executives saying things like “thanks again for the assistance”, “great points” and other comments that demonstrated how direct conversations with the right parties could easily lead to business meetings.

But, as with any worthwhile venture, it requires an effective strategy and implementation in order to be successful. Even in a tight economy, there are many opportunities for business growth if you know how to uncover problems and deliver solutions for your clients. However, a streamlined approach is crucial for generating results with the least amount of effort and minimal hair loss possible.

Leave Your Comments
Have you experienced frustrations in working to generate quality sales meetings using social media marketing? What are some of your best and worst experiences?

About the Author
The author of “How to Create Quality Connections and Generate Leads Using LinkedIn®” and a 16-year veteran of the sales and marketing field, Andy Hedrick helps companies with targeted lead-generation campaigns. His clients include small businesses to Fortune 500 companies that have a desire to attract more business.

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Join the Discussions - LinkedIn Targeted Marketing Best Practices Group
To learn more about targeted lead generation strategies, check out the Targeted Marketing Best Practices group on LinkedIn.

12 Keys to Generating Sales Appointments Using E-Newsletters

Do you use e-newsletters as part of your business development strategy?  Would you like to generate more sales meetings using this marketing vehicle?  Below are 12 keys to gaining traction and growing your sales pipeline using e-newsletters.

1. Grab them with the subject – The subject line is key in getting prospects to open your e-mail – incorporate catch phrases such as “Secrets to____”, “Advantages of _____” “XX Keys to ______”, “How To ______” in the subject line and limit the subject to 10 words or less

2. Use valuable content – Include news and/or advice that prospects want to read

3. Include a testimonial – Show people what others are saying about your solution inside the article using quotations and/or a side panel

4. Post the e-news article to your web site and/or blog – Before constructing the e-mail, post the article to your web site and include a “Read more…” link and a link from the article title line in the e-mail – this drives more traffic to your web site and sign-up pages

5. Use graphics strategically – Effective graphics draw attention and can be used to lead prospects to your solution – you should incorporate your branding but be careful not to distract prospects from the key solution being outlined

6. Keep it brief – Limit your e-mail to 400 words or less and include a link to the full article on your web site

7. Do not use too many hyperlinks – More than 1 hyperlink per 50 words is filtered as “spam” by many e-mail servers

8. Request action – This can be in the form of a sign-up for a webinar, a free article, a free consultation meeting, a free demonstration, 10% off sale, etc. – the point is to create action from the target audience

9. Use sign-ups on your landing page – Use sign-ups to free collateral and invitations to your webinar, Facebook page, LinkedIn profile, Twitter profile, etc. to create more connections

10. Ask for a meeting – People who interact with your sign-ups are interested in your solution – work to schedule an interview by proposing 2-3 times for a phone interview or meeting

11. Follow CAN-SPAM Act guidelines – Include your company name, address, telephone and an “Unsubscribe” option at the end of your message

12. Keep in front of customers and targets – Schedule routine e-newsletters and add respondent e-mails to your contact management system – keep in front of your customers and prospects to continue building your sales pipeline.

As you generate more connections and meetings, you will find your sales pipeline continuing to grow. It’s important to keep in front of your key prospects to avoid having a sales drought and to avoid having to build your pipeline from scratch repeatedly.

Do you utilize e-newsletters to generate sales appointments? I would love to hear your feedback.

Wishing you all the best,
Andy Hedrick

Founder and COO
AE Promotions
http://www.aepromotions.com/

Connect With Me:

http://www.linkedin.com/in/hedrickandy

http://www.Twitter.com/AndyHedrick

http://www.facebook.com/pages/AE-Promotions/151279145820

The New Social Media Metrics

Guest Contributor: Nancy Garberson, CEO, Marketing and Communication Strategies, Inc. 

Metrics have been used in business to measure ROI for…well, practically forever. Social media has now necessitated a new framework for measuring efficacy and success in online social interactions. Basic categories include activities, such as “hits” or visits, contributions and re-posts or referrals; sales metrics, including qualified and unqualified leads, lead conversions and revenue per customer; even product development and HR functions can be measured through social media metrics.

The following is a pretty comprehensive list of some social media metrics for business, put together by “The Social Organization”*:

Activity Metrics

Pageviews

Unique visitors
Members
Posts (ideas/threads)
Number of groups (networks/forums)
Comments & Trackbacks
Tags/Ratings/Rankings
Time spent on site
Contributors
Active contributors
Word count
Referrals
Completed profiles
Connections (between members)
Ratios: Member to contributor; Posts to comments; Completed profiles to posts
Periods: By day, week, month, year
Frequency: of visits, posts, comments


Survey Metrics
Satisfaction
Affinity
Quality and speed of issue resolution
Referral likelihood
Relevance of content, connections


ROI Measurements
Marketing/Sales
Cost per number of engaged prospects (community vs. other initiatives)
Number of leads/period
Number of qualified leads/period
Ratio of qualified to non-qualified leads
Cost of lead
Time to qualified lead
Lead conversion
Number of pre-sales reference calls (to other customers)
Average new revenue per customer
Lifetime value of customers
Customer Support
Customer satisfaction
Number of initiated support tickets per customer per period
Support cost per customer in community

Reference: *http://www.thesocialorganization.com/social-media-metrics.html

Keep in mind that it doesn’t make sense to try to measure everything. Goals and objectives must always come first and must always be clear and top of mind. Metrics are useful as measurement, but they must reflect your goals and objectives. A select few metrics that tell your social media story are most cost effective and ultimately useful.

How do you align social media metrics with your business goals? To participate in this featured discussion, visit the Targeted Marketing Best Practices group on LinkedIn.

About Nancy
Nancy Garberson is CEO of Marketing and Communications Strategies, Inc. (MCS) and has over 30 years of marketing experience. She completed her BA in Journalism at the University of Iowa in 1983 and is scheduled to complete her Master's of Organizational Leadership degree at St. Ambrose University in 2011. MCS is a 22-year old marketing, advertising, and public relations firm with a global reach.

How to Link Your Blog Articles to Your LinkedIn Profile

Connecting your blog articles to your LinkedIn profile is a great way to show people the value you have to offer and to drive traffic to your solutions without spamming.  And, connecting your LinkedIn profile to your blog is very easy.

Below are the quick steps:

1. Login to your LinkedIn profile and select the "Edit My Profile" tab.
2. Scroll down to the "Applications" section.
3. Click on the "Add Applications" button.
4. From here you can select the "Blog Link" or "WordPress" button depending on your type of blog site. 
5. Next, connect the application to your blog and whala... your blogs are automatically posted to your profile page.
    

Do you use blogs to drive traffic to your solutions?  I'd love to hear about your experiences (positive and negative).

Wishing you great success,
Andy Hedrick

Founder & COO
AE Promotions

Connect With Me:
http://www.linkedin.com/in/hedrickandy

http://www.Twitter.com/AndyHedrick

http://www.facebook.com/pages/AE-Promotions/151279145820

Sample Press Release Read Over 1,000 Times

Would you like to have over 1,000 people view your company developments and accomplishments online and many more by print? This is is the true power of a well-executed press release. This powerful marketing vehicle can drive hundreds or even thousands of visitors to your web site. Below is one such example.

TruDiligence announces the release of OASIS – Online Applicant Screening Inquiry System


(PRWEB) January 8, 2010 - With the release of OASIS (Online Applicant Screening Inquiry System), TruDiligence has combined an online job application and background check into one seamless system. What this means for applicants and job screening companies is less data entry and a more streamlined process.

The development of OASIS is an extension of the company’s goal to provide a better customer service experience for companies and job applicants through the effective deployment of technology. The most popular types of screening can be included such as social security number trace, criminal records search, driving records, employment verification, education verification, etc. Businesses are able to deploy the solution for a fraction of the time and cost compared to custom development while also providing a positive experience for their applicants. In addition to the online ordering interface and paperless applicant tracking, TruDiligence also offers XML integration with in-house systems.

OASIS is a completely customizable, turnkey solution that provides:

• Paperless, online collection of employment applications
• Online collection of background check release documents
• Online management of communication and messages to applicants
• Easy, one click tracking of application status
• Seamless, automated ordering of background checks
• Minimal setup costs compared to proprietary development
• No per transaction fees

“This development comes in response to the need for a more effective Applicant Tracking System (ATS) that ties in prescreen services on the front end and eliminates duplicate data entry for the end user” said company President Jerry Nielson. Employment agencies and companies that require screening services will also benefit from an ATS that is a fraction of the cost of developing a system in house.

About TruDiligence

Formed in 1993, TruDiligence is a leading provider of applicant screening products and services to the business community. The company services clients ranging from start-ups to Fortune 500 companies. It has never been TruDiligence’s goal to be thought of as a “data provider”. They chose the name TruDiligence for a reason. The company’s mission has always been to be a comprehensive Applicant Screening company that provides:

• A complete arsenal of applicant screening tools and solutions
• Assistance and consulting on regulatory compliance
• Ongoing technological innovation to streamline the applicant screening process
• All backed by an unparalleled customer service experience

TruDiligence promote the interests of public protection by providing fast, accurate, comprehensive background screening services. The company is dedicated to excellence in customer service and to building long term client relationships.

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To discuss a strategy for utilizing PR and social media to drive more prospects to your web site:

E-mail: andy.hedrick@aepromotions.com
Call: 1.866.584.6249
Web: http://www.aepromotions.comz/

Connect With Me:

http://www.linkedin.com/in/hedrickandy

http://www.Twitter.com/AndyHedrick

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Dos and Don'ts of Social Media Marketing

Here are some tips and tricks for making the most of your social media experience and promoting your solutions the right way.

    Do:

• Complete your profile – A partial profile says “I’m kind of interested in building relationships and providing value, but not really.”
• Use a personal photo – People buy from other people – not from products – and they will learn all about your solutions if you provide value.
• Create a strategy and measure results – Identify your target audience, outline objectives, and measure results.
• Read blogs and discussions before diving in – It helps to read blog articles and feedback in your market niche and identify the discussions that are the most effective when creating your strategy.
• Utilize your brand – Be consistent in using your brand on your blog, Twitter page, Facebook fan page, etc.
• Be human – Interject your personal interests and experiences but be careful not to post something shocking or private you may regret down the line.
• Provide relative news – Journalists and bloggers are continually looking for news stories to share with their readership – take advantage of the opportunity to be promoted by others.
• Blog effectively – Provide valuable insights, include links to your related articles and utilize sign-ups for your Facebook Fan page, LinkedIn group, newsletter, etc.
• Think about your message – Be consistent in promoting solutions and providing value to your followers.
• Create sought after marketing collateral – Provide a free white paper, webinar, newsletter, etc. that outlines a solution to a problem.
• Be involved in relevant discussions – Connect with like-minded individuals, leave comments, join discussions, and create relevant discussions.

Don’t:

• Spam – A message that starts with “You really need this” or “Amazing deal” does not go over well on social media sites and can turn people off quickly.
• Sit on the sideline – Social media is about connecting and building valuable relationships and you have to be in the game to take advantage.
• Be disconnected from your discussions – People who take the time to participate in your discussions should be provided with feedback and recognition.
• Dwell in negativity – Your attitude affects your altitude – honest critique and feedback is fine but if your discussions continuously focus on the negative, people will avoid engaging in conversations with you.
• Be haphazard – You should align your strategy with your time allotment, message content, and also participate consistently.
• Give up early – It takes time to create a network of valuable connections and to reap the benefits of partnerships and expanded client relationships.
• Be fake – Don’t try to make up different personalities for different social media platforms – be yourself.

Would you like to add anything to the list? I look forward to your feedback.

7 Keys to an Effective Promotion

This is an abridged version of the highly requested article recently posted.  I hope you enjoy.

1. Unique Value Proposition – Highlight the value that your solution brings. Make sure you outline the major benefits the client will gain from your unique solution. This is an essential but often overlooked aspect of a successful promotion.

2. Target Audience – Identify the types of companies and specific types of individuals that stand to gain the most from your solution and provide the best opportunity for repeat business. I recommend using SIC or NAICS codes to generate a targeted company list. And, because most decisions are made by committee these days, it helps to put your solution in front of the major decision makers (e.g. Director of Marketing and VP of Sales).

3. Compelling Reason – Provide a compelling reason for your prospect to look at your unique solution. One example is to use a direct mail promotion that includes a low-cost “Free Gift Inside”. The vast majority of people will open a package that includes these 3 Magic Words and will take the time to understand your offer.

4. Time-Sensitive Offer – Promote a sense of urgency to take action using a time-sensitive offer. This can be in the form of a unique sales promotion, a scheduled teleconference, or a free strategy session for the first 20 respondents to name a few examples.

5. Show Credibility – Include content that shows you to be a qualified solution provider to these companies. Include specific experience and testimonials that provide credibility.

6. Free Online Collateral – Provide free collateral online that entices your prospects to contact you and share your unique solution with other interested parties. This can be in the form of a free newsletter, free tips, free audio CD, free recorded webinar, etc. In today’s world of social media, I also recommend placing links to your Facebook, Twitter, and/or LinkedIn profile to generate connections.

7. Follow Up on a Scheduled Basis – Not every buyer will be in a position to purchase your unique solution the first time it is presented. However, if you continue to provide valuable content to these individuals, you will continually build your prospect database and create a consistent and ever-expanding sales pipeline (rather than the typical peaks and valleys).

When you put your unique solution in front of the right buyers and explain the benefits of working with you, your inbound leads will skyrocket. Once you have established a solid customer base, testimonials and referrals can also be used to accelerate your sales growth even further. Your possibilities for revenue growth and success are endless when you are able to connect with the right buyers and provide value.

Wishing you all the best,
Andy Hedrick

Founder & COO
AE Promotions
andy.hedrick@aepromotions.com
http://www.aepromotions.com/
1.866.584.6249

Connect With Me:

http://www.Twitter.com/AndyHedrick
http://www.facebook.com/pages/AE-Promotions/151279145820
http://www.linkedin.com/in/hedrickandy