This is the third and final part of a white paper -‘how to generate more leads’
Building Your Action Plan
Following on from the 2nd part of How To build your Lead Generation Action Plan here is the last part of MARKETING DIRECTOR CENTRE’s 11 Steps to Crafting a Powerful Lead Generation Action Plan.
1. Where do your prospects look for answers to the problems and where else do they hang out? (This may require some market research)
2. Design Offers Do this on your own or ideally with some of your people. Try and capture not just the logical part of how you solve your ideal prospects burning problem(s) but also use the work you did in step 3 to incorporate:
“What do you (as your ideal prospect) want the offer to say? What do you want to be promised? By whom?”
Pay special attention to the headlines. Can you say something in the headline that immediately shows your ideal prospect that you understand them in a deeper way than anyone else?
You will want to test your offers – there are many risk free ways of doing this but this can be a complex and context sensitive area, call us or email us if you need help with testing.
3. Identify Channels How can you get your offers in front of your ideal prospects in a compelling way that is also cost effective? There are many options here and the list gets bigger every year. Obviously one of the keys to identifying the best channels is “where are my ideal prospects looking for answers?”
Examples of channels include Google ads, LinkedIn ads, Facebook ads, webinars, seminars, trade association publications, speaking opportunities, PR activities and direct mail.
4. Build processes to match your offers As mentioned at the start of this document if you want reliable and repeatable lead generation then build processes and build them into into a system. Start as you intend to continue.
5. Create the content to support the offers and the processes Be ready to follow through with prospects who raise their hands. Remember that you are going to want to give your prospects repeated value without trying to sell then anything and without asking for money. And also remember that each time you deliver value to them do so with a new call to action that makes it easy for them to take the next obvious step in building a relationship with you.
6. Create a Sequence of Lead Generation Activities for the period being planned and build a lead generation calendar. This should map out who is accountable for doing what when.
7. Test and Measure and Fine Tune One of the absolute truths about all lead generation activities is that each can be improved – always. Markets change. Channels change. Your business changes.
Also the likelihood that you will get everything absolutely 100% right first time is very minimal. The best lead generation systems are initially built using 80/20 thinking with an ongoing process of continuous improvement.
Plan for formal reviews of your lead generation system – initially monthly with a view to moving eventually to 90 day reviews.
8. Measure and Monitor To support point 10 you need to ensure that all data for all processes is measured and that you build in triggers to generate alerts should there be a sudden change in any measure.
An escalation process needs to be designed to manage both measurements, monitoring and escalations.
There you have it, these are the steps to build a Lead Generation System that can deliver leads regularly and reliably. Following the steps in this Action Plan delivers significant step change performance in Lead Generation.
Should you have any questions or require any kind of assistance with your Lead Generation or Lead Generation Action Plan, contact Australia’s premier consulting firm in the Lead Generation space – MARKETING DIRECTOR CENTRE.
p: 1300 733 384 or e: