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John: Good morning, it’s John Nieuwenburg with W5 Business Coaching and today we’re talking with Mark Bossert of Top Local Lead Generation, morning Mark.
Mark: Morning John
John: We’ve been having an ongoing series talking about what lead generation can do for you. So todays question Mark is this, so we’ve agreed to work together, what role do I as the client have to take on in order to make the lead generation program work and be successful?
Mark: Sure so when we start an engagement we inquire pretty deeply about the processes, the history of the company and what they’ve used for lead generation in the past, what they have for resources, what they’re comfortable with. We have four arrows in our quiver that we use out of the many tactics or strategies that you can use for lead generation, there’s four that we concentrate on. So that starts with content, Facebook ads, reputation management and we also do lead generation which is a whole separate thing which is we actually drive the whole process. So depending on which of those fit your business the best, will depend on what and how much you will actually need to do.
So lets look at content: For content creation an example of which is what we’re doing right now, there is some investment on your part as our client to get expert content created and we try to make it as easy as possible by doing these hangouts. The hangouts are transcribed and distributed around the internet, on your social media platforms, put it on your blog, it can become a Pdf. There are many ways to repurpose that one off content creation that is that it shows you as the leading expertise or at least in your area. So there is some investment in time, thinking around that.
If we get into the Facebook ads, there is some effort in terms of who is your target market and what would be the best offer to give that target market? So again that’s knowing your business, knowing who you have done business with in the past.
Reputation management: there’s effort in terms of asking your clients to review your business on a consistent level. And on the lead generation side of things, where we’re driving the entire process, basically then it’s up to you to really make sure that your sales process is dialled in because we deliver the phone calls. Those are recorded, we have exact tracking every step of the process up to the phone call and if your guys on your end aren’t doing their job well, then you’re going to be spending money on leads that aren’t converting. It’s up to you to make sure that conversation takes place. So your sales process has to be dialled in. That kind of synopsizes all the four channels that we use.
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