The 360-degree lead generation cycle

Now it’s time to launch the ad, So we will discuss various elements present in an ad. This is one of the main parts of lead generation as this is the thing which your prospects are going to look at first.

Ad elements-

• Image / Video – This is the first thing where the people look at. Keep the image and video thumbnail eye-catching so that your ad gets attention. Make sure that there are not more than 20% of the text on the image as Facebook can disapprove it.
• Headline – Mention the headline in continuation with the image. Don’t repeat what is already there in the image. Make a catchy headline which creates an impact on the viewer’s mind.
• Sub-headline – The sub-headline should be in continuation with the headline. Each and every element should create and impact. 
• Button – There are various buttons like – Sign up, Subscribe, Learn more, etc. You can choose any one of them which suits your ad. On clicking the button, the person can fill-up the form or redirected to the Facebook messenger or where you want them to
• Text – You can write a long description of your service/ product or whatever you can do for them or vice versa. From getting attracted to the image, seeing the headline and sub-headline, reading the description and clicking the button. These elements work together to make a lead.

While writing your ad copy, you should focus on some key points –

• Problem/question (key phrases from your keyword research) – Include the questions/ problems related to your service/product which can help them. Also include the ways how you can solve their problem. This will connect them with your ad and there are chances of getting more leads.
• What is in it for me (offer. USP, benefit) – Include what is there for the people; which can be any offer or benefit you can provide them. Mention your USP (Unique selling proposition) and why they should sign up or visit your website, etc.
• Gain trust/show success stories – You can show your prospects different success stories of the people who bought your service/ product. How it benefited the people who took it and how it can help them too.
• What you offer – Give them a good offer such that it is a win-win situation for you and your prospect.
• Why should they fill-up the form(bait) – Mention clearly why you want them to fill the form. It can be anything like – fill this form so that we can help you better, etc.
• What happens after they fill-up the form – After someone fills the form, what is the next thing you want them to show or action to take; prepare for it.

Form

• Intro (take the story further, explain why you are asking this information)
• Use it for your benefit (privacy page)
• Thank you page
• Once they submit the form

Collect them in

• Your email
• Google sheet
• Any other CRM

Autoresponder

• Email
• SMS
• Email Engine (send them to follow up email after a day, send them a reminder, send your corporate profile….. )
• Take them to a landing page with a pixel
• Double-opt-in (asking them to take another action)
• Take them to other pages on your website

Automation

After someone becomes your lead you have to automate the process to convert the lead into sales. Automate the process such that when someone fills up the form a confirmation email is sent to them. Remind them that they had signed up your form, Give them some offers in their inbox, etc. You can use different automation technique.

• Email automation
• SMS 
• WhatsApp API 
• Call based on their consent
• Call if they are not responding
• Take the next call to action

Lead Nurturing

As you have acquired the leads, now you have to nurture them so they don’t forget you. Communicate them occasionally through email, sms, calls, etc. Make a good relationship with your leads. You cannot send similar messages to all your leads. Firstly, you have to segment your leads in different categories. You can score your leads on different parameters and analyse who are more likely to convert and then is the communication approach i.e how you communicate with them. Each point is discussed below-

Lead segmentation

Your leads can be categorised mainly into different types. These can be-

• Dreamer – A dreamer is the one who just dreams of buying your service/ product or just like it. Maybe they cannot afford it or they did not need it.
• Idea – The leads who are considering buying your product/ service.
• In Action – The leads who are ready to take required action as they want to try it. 
• Fixing/Scaling stage – The people who are ready to buy the product/ service as they  are in need of it.

Create Different follow up structures for different types of leads.

Same approach will not work for all categories of leads. We have to approach them in different ways. Like a person who is in the action stage, we can give them an offer so that they can take an action. We can show some case studies to the people who are in the Fixing stage as they are ready to convert, this will help them to make decisions quickly.

It includes:

• Introduction
• Expectations
• -TAT (Turnaround time)
•  What to offer

Communication approach

• Cold selling
• Offer a free service to gain trust
• Suggest a few pointers which can help their business
• Schedule a call
• Showcase your case studies (most prob from same industry)

Lead scoring

Score your leads according to some specific parameter. You can score your leads in different ways like-

–Based on the buyer’s journey 

–Based on response

• Different path/content for lead nurturing – Make different content for different segments of leads as the same content will not work for everyone.
• Multichannel Nurturing – Use multi channels to communicate with your leads. Different people like different channels for communicating. Some may like emails whereas some may like Whats app.