facebook-advertising

Using Facebook to Advertise Your Business? You May Be Doing it Wrong

There are many ways to market your business online, one of the most common methods being social media. When it comes to social media platforms, Facebook is one of the largest platforms. However, there are a lot of business owners doing everything they can think of on Facebook to market their business but often see no positive return on investment.

There could be plenty of factors to consider when it comes to marketing with Facebook. Often times, a business owner might believe that all he has to do is post an update to his page and make periodic "boosts". This is a common mistake for people who are new to marketing their business on Facebook.

Our recommendation is this; Only "boost" posts when you don't have time to create an ad. This is where the Facebook Ad Manager comes in.

Understanding the Facebook Ad Manager Platform

As mentioned before, most business owners feel that "boosting" their posts is an effective way to advertise on Facebook. However, having a full understanding of the Facebook Ad Manager will allow you to create a highly targeted and highly effective Facebook ad campaign.

Ads Manager is your starting point for running ads on Facebook, Instagram or the Audience Network. It's an all-in-one tool for creating ads, managing when and where they'll run, and tracking how well your campaigns are performing.

One of the biggest advantages of advertising on Facebook is that you can advertise on any budget. This is very useful for people who are a little tight on money while trying to start their own business. However, it is not just the cost-effectiveness of advertising but also the methods of gathering information and targeting that make advertising on Facebook so effective for business owners. Facebook helps you find the best types of people to advertise to so that you can achieve very high conversion rates.

4 Reasons Why You Should Set Up a Facebook Ad Account

1. The Power of the Facebook Pixel

The Facebook pixel is one of the tools that can prove to be beneficial to your marketing on social media. The pixel is code provided by Facebook that you place on your website. It helps you track conversions from Facebook ads, optimize ads based on collected data, build targeted audiences for future ads, and remarket to qualified leads - people who have already taken some kind of action on your website.

2. Create Lookalike Audiences

This is one helpful tool for conversions. The Facebook Pixel is very helpful with this. Lookalike audiences are used by taking a look at the customers that are already visiting your site and gathering information such as likes, demographics, and other traits in order to help you find similar people. This can make it easier for you to expand your reach and gain new customers.

3. Create Custom Audiences

This is slightly similar to Lookalike Audiences. Basically, you look at your current set of customers and build an audience based on your customers. Simply take your current customer email list and upload it to Facebook so that it can use the data for targeting. Once you have created your Custom Audience list, you can develop and target your ads to this group of customers you have built. For those of you that may have small audiences, one of the things you can do is test different aspects of your marketing in order to find the methods people respond to the most.

4. Custom Conversions

With Custom Conversions, you can track events on your site without having to change the Facebook Pixel code. This feature enables you to track your conversions and perform optimization techniques without having to add new code to your site. You are also replacing conversion data on the pages you have set up. In order for this to be effective, you already have to have the Facebook pixel embedded on your page.

In Summary

If you're running a business of any size, you are probably not going to have time to handle all of your own marketing. Fortunately, there are digital marketing agencies that are available for you to get in touch with. We know of one you might want to consider :)

 

There’s a lot of information here to consider but help is available if needed. Business owners with any questions or who need help on any part of their quest to build a powerful social presence can contact our team at Coastline Marketing Group. We offer a wide range of digital marketing solutions that can help position your business for success.


website-design-salinas-monterey

3 Things You MUST Consider Before Building Your New Website

For the last couple of decades, you've been told that you must have a website for your business both to improve your bottom line and to build a brand.

Still, recent studies show that as many as 46% of all small businesses in the U.S. don't have a website. When asked why they didn't have a site for their business, one common explanation given was that they had developed a website at one time but had received little to no benefit from it.

Developing a website is easier than ever today with the wealth of online tools, content management systems, and web development agencies available. But blindly developing a website for your business isn't likely to result in a successful online presence.

Blindly developing a website for your business is like sitting down at a piano to play, and for most of us, wondering why you can't play as well as Mozart.

A quality website that helps build a brand, maintains a low bounce rate and achieves a strong conversion rate will do much to enhance your bottom line. Such a website, however, isn't tossed together quickly using a free, commercial drag and drop utility. A quality website requires careful planning and consideration before it ever goes live.

How do Websites Benefit Small Business?

The internet is where the consumers are. Small businesses remain open without all of the overhead costs of traditional business. Additionally, giving the ability to market products and services to a global audience. The internet is an invaluable tool for the business owner who learns to use it wisely.

Statistics show that there are currently over 4 billion internet users worldwide. The average American internet user is online an average of 24 hours per week. That's a lot of people connected to the internet who just might be looking for products or services that you offer. And each year sees an increase in the amount of global ecommerce spending.

So once you decide to develop a website, or try again, where do you start?

What 3 Things Must Be Considered Before Building a Website?

Before getting started on the work of developing a website, there are 3 things a business owner must do.

1. Decide on a Strategy

The first question you should ask is what is the objective of your proposed website? Will it be a store where customers can buy your products and you ship to them? If we're dealing in digital goods, perhaps your store will be set up so downloadable digital files are available after purchase. Perhaps you offer a service or information online and you require a website that will allow customers to sign up for a paid subscription to receive your information or services on an ongoing basis.

You must be very clear in understanding the role the website will serve for you and it can serve more than one. A website done well can be your online presence 24/7 to the world, providing information and a way to contact you with any questions. It will also serve a primary purpose whether as an online store, an information site, or subscription service. You just need to be very clear in defining its primary function.

Once you've determined what purpose the site will serve, you need to determine what action you would like for your visitors to take on it. You definitely want them to find and purchase your products and services. If you can also provide fresh, relevant content of value to your audience, your site can be a source of information and an authority within your area of interest. You likely want them to sign up for your newsletter, fill out a form to contact you, or use social media functions on your website to share your content.

2. Focus On The Message:

Your message is a crucial part of developing a website. It's important to know and understand what your message is and how to best present it to the world.

Humans are social creatures of habit. In communication either personal or written, you tend to examine the speaker in a given conversation and you subconsciously try to determine what their intentions are. Are they trustworthy? Are they similar to you?

There is a foreground message you offer. If you sell pool cues and you write a blog about the top 10 pool cue brands, then the 10 brands listed are an example of your foreground message.

There is also a background message which is the "reading between the lines" portion of what you're saying to your audience. What is your audience looking for? They are trying to discern what type of people you are or what type of business or organization you have. The background message is incredibly important because if there are any doubts about you, your business, or your intentions, the visitor will immediately leave your website.

Considerations

You should make time to consider the impression you want to make and what you'd like for your audience to take away from visiting your site. You need to consider the message you want to convey carefully and develop your website around that. Once that's established, You need to ensure all of your communications carry that message.

Some questions you might want to ask:

  • What are your values?
  • What words could be used to describe your business? (Dependable, efficient, energetic, friendly, insightful, responsible, and more.)
  • Which type of people are in the audience you want?
  • What needs does your business serve for this audience?
  • Which problems do you intend to solve for your audience?
  • What do you think your audiences expects from your business?
  • How can your business best connect with the audience you want?

3. What's Your Marketing Strategy?

When it comes to talking about online marketing strategies and search engine optimization (SEO), many would rather not have that conversation. Isn't it enough to build a website with a clearly defined objective and a solid message for your intended audience?

No.

Just having a website, even if it's an incredible website, isn't enough. The audience you want has to be able to find it. The best way for them to find any product or service online is through the search engines.

SEO is a set of techniques used to improve your chances of being found within the search engines when users go to find a product or service you offer. It goes hand in hand with content marketing, social marketing, and email marketing, all effective ways of building an audience and your bottom line.

Many business owners throw their hands up at this point for many reasons. They don't understand what SEO is and expect immediate results when they try it. For that reason, they don't think they have time to be on social media platforms 24/7 to drum up business. They may know a little about how email marketing basically works but not all of the details.

Business owners should understand that marketing strategies are the key to successful online business and they include the following.

Search Engine Optimization

SEO is all about increasing your business website's visibility on the search engines. It includes a number of components from creative to technical in building awareness of your site on Google, Bing, and more. Yes, it requires knowing what the search engines expect from your website from readability to structure. Yet in making the website easier to use and understand for the search engines, you're doing the same thing for potential visitors.

The more traffic you receive, the greater the number of conversions. It should be understood that SEO techniques don't work overnight but over a period of time. When it's done correctly, it's absolutely worth any invested time and resources.

Mobile Marketing

More than half of all search engine queries are made on mobile devices and that number is only expected to increase. With more than half of your intended audience on mobile devices, it then becomes vital to ensure your planned website will be formatted for mobile devices.

Often called "responsive website design", mobile optimization means your website looks good and functions well across all devices. Being optimized for mobile is also crucial to your SEO efforts. As of Google's July 2018 update, they switched from rewarding websites optimized for mobile with better rankings to penalizing any site that's not optimized for such. Since Google is the largest search engine on the internet, mobile optimization becomes even more crucial.

Content Marketing

Content marketing is the consistent use of fresh, relevant content of value to your intended audience. It's the online creation and sharing of content like blogs, social media posts, video, and more that offers value to your audience without being an advertisement.

Using our pool cue website example, you might offer a blog on your website. Include articles about proper care and storage of cues, pool techniques, troubleshooting, and more. The idea is to offer content that stimulates an interest.  All the while, without being too obvious that you want them to buy them from you.

The content used for this type of marketing gives them a reason to return to your website even if they don't always intend to buy something with each visit. The search engines love such content. This technique allows you to build a reputation as an authority in your given area of interest.

Social Media Marketing

While it's not the overnight success tool some claim, social media marketing has great potential in cultivating an audience on social media. Content is also important here. If you employ content marketing, you already have what you need.  It can be modified to suit the individual platform. There's a learning curve here in understanding each venue and its rules. The great opportunity to increase your brand visibility, reputation, and traffic will be more than worth the time spent.

Email Marketing

Many think of email marketing as old marketing news but it's a very effective and inexpensive method to use. You collect subscribers from your website and social media platforms.  You use them to send simple mailings to remind people about your website and what it has to offer. It's an invaluable tool to use if you have a sale or special offer. You want to quickly inform your targets.

In Conclusion

Unless there's a compelling reason why you don't need more business, developing a website is vital for your business. Your website represents you online and it's important to present the best site you possibly can.

There's a lot of information here to consider but help is available if needed. Business owners with any questions or who need help on any part of their quest to build a powerful website can contact our team at Coastline Marketing Group. We offer a wide range of digital marketing solutions that can help position your business for success.

 

phil fisk digital marketing consultant

Article by Phil Fisk
CEO Coastline Marketing Group, Inc.
SCORE Monterey Bay Chapter Chair


Communicate with Your Customers

How To Properly Communicate With Your Customers

Knowing how to communicate with customers properly is important to the success of any business. Customers are the lifeblood of any business enterprise. Communicating with them the right way can make a dramatic difference in the outcome of your conversations. About 70% of top business executives list effective communication as one of the top three keys to business success. Being clear, polite and diplomatic when speaking with customers increases the chances they will be satisfied with your interaction.

Marketing Your Company Or Brand

Building a better mousetrap is not enough to guarantee success. You must be able to let consumers know your product exists, what it does, how it can help them and how they can get it. Properly communicating this to consumers requires choosing the right words. Images should clearly describe your product and your message placed within the right media to reach your target market. This is a very important step in establishing proper communication with your customers. You have to use easy to understand terms. They should appeal to your target audience and put your message on media where they are most likely to see it.

Direct Personalized Communication

Communicating directly with your customers using personalized messages is among the most effective ways to engage them and get their business. Research shows 90% of customers want and expect businesses to respond to their questions and address their concerns personally and in a timely manner. Companies that do so using social media and other forms of direct communications improve their chances of keeping those customers and attracting new ones. Failure to directly communicate with consumers on their favorite medium can cause up to 80% of businesses to fail.

Personalizing Mass Communications

Providing personalized service takes time. Providing personalized service to and communicating with a customer base that's large enough to make your business profitable can be challenging. But it's possible.  Give each customer a personalized experience while increasing your customer base and your profitability through the effective use of social media as well as mobile communication. Even small and medium-sized businesses can do this and remain well within their marketing budgets.

Using mobile communication devices and social media gives your company the opportunity to connect with and engage your customers any time of the day or night. The key is to personalize the communications so they won't be quickly dismissed as spam. You must identify the social media platform your customers frequent and use photos, special offers or any other format you know will attract their attention. This will enable you to be more effective. By opening and maintaining the lines of communications with them, you'll begin to gain their trust and develop a mutually beneficial relationship.

Get Third-Party Help

Connecting with customers through mobile devices and the wide variety of social media platforms available can be a complex process. It often requires people with a specific set of skills. While some companies may have one or two people on staff with the necessary skills to run a social media campaign, it often means taking them away from their primary jobs. Instead, it's usually faster and more cost-effective to hire a third-party agency that specializes in and has experience with communicating with targeted customers. They can usually be much more successful in opening lines of communications with customers.

Communicating With Customers Effectively

Once you have opened the lines of communication between your business and your customers, it's important to know how to communicate with them effectively. It will make your relationship with them stronger and increase your sales. You may communicate with your customers via telephone, email, social media, text, instant messaging or any other platform. It's essential to make sure your message is properly crafted and has the right vocabulary, tenor, tone and flow to make your communications most impactful.

There are a number of elements for effective communication that can help to maximize the results you get.

Active Listening

Being a good listener is vital for effective communication in person and in writing. For that reason, be sure to focus on what your customer has to say before formulating your response. Using certain active listening phrases, eye contact and the proper body language lets your customer know you are paying attention. When they have made their statement, briefly repeat it in your own words to let them know you understood their point before you respond. This lets them know their message was important to you.  It gives them the opportunity to clarify any part of their message they feel you misunderstood and improves communication.

Don't Interrupt The Customer

When a customer takes the time to communicate with you in person or online, give them the opportunity to finish their statements before you respond. Interrupting customers often upsets them and makes them feel rushed and disrespected. As a result, this limits effective communication. Allowing the customer to complete the point they're trying to make demonstrates respect and lets the customer know you value their input and point of view. This helps develop trust and understanding.  It can help strengthen your relationship with the customer and make them more open to further communication.

Use Easy-To-Understand Words

When communicating with clients, it's essential to use terms you know they can easily understand. Using complex terms and industry jargon can confuse some customers.  It may make them less likely to purchase your products or services. That's why the information in ads designed to reach a mass market is usually written at an 8th-grade level. This ensures as many people as possible will understand the message and understand what the business, brand, product or service has to offer. As a result, more people will be willing to spend their money on it.

Use Clear, Complete Wording

The proliferation of texting and social media has lead to the creation of many popular new terms and acronyms like BTW, TTYL and OMG. These are language shortcuts. Never use them when communicating with your customers electronically or otherwise. While they may be acceptable among friends, they can cause communication confusion and make your company look unprofessional. Therefore, always communicate in clear, complete words and phrases. While those language shortcuts may seem cool and hip among friends, they can alienate many customers and make your company lose money.

Be Courteous

Many consumers are sensitive and easily offended. Making sure you are courteous when communicating with them can help to make them feel respected. Taking the time to be polite and professional with every customer will help to improve the image people have of your company. Many customers bemoan the fact that people no longer say 'please' and 'thanks'. Therefore, you should make a point to do this in all your company's written and verbal communications. This is one element of the high-quality customer service people want. Being polite and courteous in your communications won't cost you anything, but it can help to generate some additional income.

Use Positive Statements

Positive statements resonate with customers and have a direct impact on their impression of a company. Because consumers want to know how a business, brand, product or service can help them. Simply using positive phrasing in your written or spoken statements can make a customer want to do business with you. Negative statements can make customers defensive and resistant. This creates roadblocks to sales. Your goal must be to use words that create a positive mindset and keep the communication flowing smoothly.

Find Out The Customers Preferred Communication Method

Asking the customer which method of communication they prefer you use to reach them, can improve two-way communication significantly. It helps you understand the most effective way to send them offers and other important information. It also increases the likelihood they will respond to your messages. Asking a customer their preferred communication method shows your desire to please them.  Hence, it can pay great dividends in your business dealings with them.

A Variety Of Strategies

There are a large number of strategies businesses can use to communicate with and engage customers. An agency that specializes in the marketing business, brands, products, and services to targeted consumers can help you determine which marketing strategy is most advantageous for your company. They can create social media and direct email marketing campaigns. These can work together or separately to improve your communications with the customers in your target market. Plus, they can show you how to automate the process without turning your business into a faceless, nameless entity. These third-party companies can also help you optimize your branding and marketing efforts.

Learning to communicate with your customers effectively has a direct impact on your bottom line. Therefore, if your communications are warm, welcoming, easy to understand and polite, you improve the odds customers will respond positively to it and do business with you. Hiring an experienced marketing company to help you better connect to and communicate with your target market can also make a big difference. The ultimate goal is to use proper communication methods to build a mutually beneficial relationship with your customers.


5 Great Lead Magnet Ideas for Financial Advisors

Five Great Lead Magnet Ideas for Financial Advisors

When it comes to selling financial services, your contact database is your most powerful tool. Clients sometimes walk into your office ready to invest, but your leads are usually not ready to buy your services when you first contact them. You need to nurture your leads, establish yourself as an expert, and keep them on the line until they are ready to choose you as their financial advisor.

But how do you get leads into your database in the first place? Use a simple and effective strategy: Offer lead magnets that entice clients into giving out their contact information.

Don't know what a lead magnet is? You see them all the time. They are regularly posted to social media sites with snazzy taglines like "Download Our Free Report." Creating lead magnets is both easy and effective.

What Is a Lead Magnet?

A lead magnet consists of a free piece of content that entices members of a target audience into giving out their contact information to see it. Typically, when offering a lead magnet, a marketer will ask for an email address and use it to cultivate clients with an email campaign, such as a newsletter. If the content looks juicy enough, lead magnets can be offered for more detailed information like names, addresses, and phone numbers.

Of course, a financial advisor will approach lead generation a bit differently than most marketers. Yet the key elements of successful lead magnets remain the same no matter what product you're selling. So what are the key elements of a successful lead magnet?

 

<<< Learn More About Our Lead Generating Services >>>

 

Elements of a Successful Lead Magnet

Some lead magnets work better than others. While many lead magnets meet with raging success, others flop. The most successful lead magnets take advantage of the following seven elements:

Targeting

A lead magnet should target a specific group of people. It should offer a specific solution for a specific problem. For example, a list of the top ten most popular investments isn't going to cut it. It's too vague. Instead, you want titles like:

  • "Keeping Your 401K Tax Free When You Change Jobs"
  • "Tax Breaks for New Homeowners"
  • "Getting the Maximum Social Security Benefit"
  • "Smart Investments for New Investors"
  • "How to Retire in Ten Years"

You should choose a lead magnet that attracts the clients you want by offering them results that they seek. The more focused, the better. More focused lead magnets = more leads.

A Silver Bullet

Everyone seeks the magic key that will give them a big boost in life. Understand what your target audience's needs and figure out that one thing they are looking for that will make a big impact. Popular silver bullets include methods for avoiding taxes, ways of getting more money in retirement, or how to score savings on big-ticket items like a home. State the one big solution in your lead magnet's title. A strong, clear focus will be more effective than a swiss army knife approach.

Future Projection

Figure out what your target market really wants. Articles and surveys can help, but conducting some in-person interviews remains one of the best ways to really get in touch with your client demographic. Look at the strengths, weaknesses, opportunities, and threats of their positions. In your lead magnet, help your audience understand the link between what they want and what you're offering.

An Immediate Reward

Signing up for your lead magnet should be completely painless. The signup should require as little time and mental energy as possible. The lead magnet should promise something that your target market wants, actually delivering it, immediately. The lead shouldn't have to spend much time to view the content. Long videos, books, and extensive reports do not make good lead magnets. Strive to deliver instant gratification. Leave your leads wanting more.

Authority

Your lead magnet should illustrate you as an expert in your field. It should position you as an authority. Focus on your client, but do mention your talents and accomplishments. Talk yourself up using simple, plain language. Mention specifically how you can help with problems that your new lead likely faces. Use a little subtlety but be overt about your expertise. For example, if you're using a short course as a lead magnet, mention that you are the instructor of the course and give your credentials.

Value

If your lead magnet looks great on the surface but the content fails to stack up to the lead's expectations, it won't be effective. While it may create many leads, a worthless lead magnet will not create many conversions. Your lead magnet should produce actual benefits for your client. This will be a great chance to make a good first impression, and the best way to do that is to follow through by delivering something truly useful to your new lead.

Attractiveness

No matter how ground-shaking your report is, if it doesn't look valuable, it's not going to convince many people to give you their contact information. The lead magnet's presentation should be honed by a professional. You'll give the content away for free, but it should look like something that people would want to pay for.

Lead Magnet Ideas

So what types of lead magnets actually work? Here are five types of lead magnets that can be especially valuable for financial advisors:

Financial Calculators

Help your customers calculate savings, return on investment, payment streams, or other benefits that you can provide. What better way is there to capture targeted leads than to present prospects with a financial calculator designed to help them calculate the benefits of your services?

Reports

As a financial advisor, you can easily come up with a diverse array of reports. You might try something like "Maximizing Retirement Benefits for Union Electricians" or "Small Business Owners: Analysts Like These Four REITs." You could even offer a report on the value of your services. Remember to keep the report short; while an ebook download might entice some prospects, you don't want to overwhelm leads with too much information. Leave them wanting more.

Handouts

Handouts are a different breed of lead magnet than reports. A handout can take many forms such as cheatsheet, an infographic, or a diagram. Handouts should be short, typically a single page. Checklists make great handouts. Resource lists are also good. You could even put together a detailed infographic on historical risk in different asset classes or a chart showing why investors shouldn't try to pick stocks.

Quizzes

Quizzes are very popular and can even go viral on social media. A quiz should be lighthearted and fun but should also tell people something that they want to know. For example, you could put together a short assessment on risk management aptitude, classifying people from butterfly to daredevil. Quizzes can also help you gain valuable insight into your clients' needs, both as groups and as individuals.

Videos

Videos have a key advantage over many other types of lead magnets: they don't take much mental energy to consume. Creating quality video content is a lot of work, but it should be easy enough for you to create a short video course. While you can offer long classes packed full of useful information, longer courses are better saved for the lead nurturing phase. A simple two-part course can draw in a lot of leads.

Conclusion

There is far more to be said about lead magnets. The very best lead magnets will not only bring in the leads targeted by your marketing campaign; excellent lead magnets will convince new prospects to show your lead magnet to other people.

Your client database is your most valuable tool for reaching potential clients. Along with a strong promotional campaign and effective lead nurturing, lead magnets are powerful devices for growing your database and expanding your business as a financial advisor.

 

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5 Great Lead Magnet Ideas For Attorneys

5 Great Lead Magnet Ideas for Attorneys

In today’s digital marketing age, one of the best ways to acquire and communicate with clients is through online digital marketing outlets. More specifically, with email.  As an attorney, we can accomplish a lot through the use of email. Building an email list is a critical component for reaching a targeted audience and engaging with them on a long-term basis. Not only can you easily capture their attention through multiple online platforms, but you can also significantly expand your reach as well.

However, before you can participate in a marketing strategy that involves emails, you first must capture and build an email list. This often takes place over time and with strategic and careful thought based on your industry. How do we go about accomplishing this? Attorneys, or their marketing experts, must find a way to get them to share their email address with you. The most popular strategy: sharing something of value with the user that requires the input of their email address and other contact information.

Once you have captured their email address, it's a lot easier to stay connected with them.

By offering a lead magnet that subscribers find of value, attorneys can provide their target audience with valuable information that can point them in the right direction as it relates to a wide array of legal areas.

This approach opens up the door to a series of opportunities whereby you can now communicate with these potential clients at will. This is because your targeted audience not only sees you as the expert, but they also see your company as a law firm they can trust.

What Is A Lead Magnet

If you are not 100% certain as to what a lead magnet is, you may have seen them in the past without realizing it. It is basically a free offer that prompts members from a targeted audience to opt in to a particular site by way of an offer. It is usually presented in big bold headlines such as:

“Click here to subscribe to our monthly newsletter”

“Download our new how to guide”

“Learn about the six steps to protecting your assets”

A lead magnet is something of value that is offered for free and related to your area of expertise.

Normally, it would have a cost value associated with it if it was available for sale. It is also a way for you to display your expertise while building credibility.  Sending valuable, free information via email, is a great way to build and sustain relationships with your target audience.

Lead magnets are part of an overall marketing campaign developed specifically to generate leads.  They result in a higher conversion rate than you would have received without one. The more leads you generate, the more potential conversions you will have. Most campaigns are also designed to better engage your customers with your law firm. This further stimulates your conversion rate.

As it relates to generating leads for attorneys, most people are in a dire state. They are in need of legal counseling, guidance and direction, or some other form of expert legal services. Any information provided in this area can be great resource. It can provide your targeted audience assistance with their proposed legal issues. It’s a great way to offer some assistance and or a solution to their legal issues while nurturing the relationship.

Below are five of the most effective lead generation ideas that work well across multiple disciplines.

What Makes a Great Lead Magnet

You may be wondering what type of lead you should consider using to reach out to your targeted audience. Especially since not all lead magnets perform in the same manner. In fact, some of them yield very poor results. This is why it is important to have marketing specialists assist you with your efforts. It also helps you avoid making poor marketing launches.

The most successful lead magnets consists of the following areas:

I. A great offer that your audience considers valuable.

II. A clear message that's easy to understand almost instantly

III. Well developed content that delivers on its promise without fail

With that being said, the following are the five top lead magnet ideas.

1. Webinars

Webinars are a great way to allow your potential customers to spend some time with you before engaging with you for legal services. Based on your area of specialty, webinars are a great way to hone in on some of the pain points that your target audience may be experiencing.

For example, if your law practice offers estate planning services, you can offer the following:

  • A webinar about the advantages and disadvantages of estate planning and show your audience why estate planning is necessary.
  • Show them the consequences of what would happen without having an estate plan in place.

This sets the stage for your potential customers to either attempt to perform the service themselves, or request services from a qualified Legal Professional. Since most people would rather not prepare a will themselves, this is where your legal services would come in. You can then offer them an additional slate of the other legal services associated with estate planning.

2. Check Lists

A checklist is a great way to provide potential customers with bite-sized bits of information in a very organized and succinct manner. It's a quick and easy way to read through a series of activities that need to take place in a certain order. A sample could include how to best prepare to meet with an attorney about estate planning, or how to best protect your assets.

Whatever your area of speciality, you can create a checklist that that can streamline the legal process in a way that makes it easier for your client to prepare to meet with you and complete the steps involved with their legal situation.

3. Templates

Because the internet makes so many forms and templates available online, this will be a great opportunity for you to do the same. This is accomplished by creating a template that your specific target audience will likely use. A template of a contract is a good option. It would make a great, and easy to follow, fill in the blanks form. As an attorney, you can also create templates of types of documents as well.

4. Your Legal How to Guide

One of the advantages of putting together a legal how to guide is that it has your personal and professional experience, along with your knowledge base included in the guide. It's a great way for individuals to learn more about a specific area that has legal implications.

Because the guide will be written by a qualified attorney, it will carry a lot of weight and build trust and credibility.

5. Industry Reports

Creating industry reports are great for the user to become more knowledgeable about a particular issue or the industry as a whole.

For example, if you are representing clients who've suffered a job related illness, they would want to be updated regarding any changes. More specifically, if the victim has suffered an illness due to corporate negligence, an industry report would be of value to this targeted audience.

To conclude, it's important to develop digital marketing strategies to attract your targeted audience.  It's of equal importance to remain relevant in today’s competitive marketplace. Although the five lead magnet ideas have been proven in the past, these and others can be helpful to implement into their lead generation strategies. Performing the proper research for more lead magnet ideas that directly impact your specific niche will prove to drum up more ongoing leads as you continue to implement and maintain lead generation systems.

Additionally, a lead generation system combined with promotional efforts, a system to offer nurturing content, and a follow up system will also prove to continue to build your customer base for many years to come.


Facebook Ads Home Services to Marketplace: Competing with Angie's List and Amazon Home Services

NOTE: This is slowly being rolled out across the U.S., it may or may not be available in your area at the moment, but be prepared!

In 2016, Facebook launched its Marketplace that gave its users the opportunity to add personal items that they are offering for sale. Facebook Marketplace also enabled them to look for products that they want to buy. The year before that, Facebook opened its Facebook Groups to its users for buying and selling of items. Just recently, the social media network added home services to this platform effectively encroaching on the category of Angie’s List.

The social media giant will now use Facebook Marketplace for its home services section. It has already collected the necessary data through its collaboration with Home Advisor, Handy and Porch. Through these partnerships, Facebook will be able to access thousands of home service professionals. It will provide its users enough information about these home services including their ratings, location and customer reviews.

You Need A Facebook Business Page

So, if you have a Facebook business page, and you want to increase your revenues, you need to adapt it to the new home services of Facebook Marketplace. When your friends and clients are looking for a certain home service professional, they can use your Facebook business page to ask for a quote directly using this tool while they stay on your page. But they need to adequately describe the job that they want to be done in detail. This would make it easy for the home service professionals to respond correctly. You, as the home service professional, will be able to contact the client through your Facebook Messenger.

This Is A Challenge To Amazon Home Services, Angie’s List and Craigslist

In launching home services in its Marketplace, Facebook is practically putting up a challenge to the established players in this category. Amazon Home Services, Angie’s List and Craigslist have been mining this field for years. For instance, Amazon Home Services have been offering house cleaning services, yard work, and so forth. Angie’s List has been a popular go-to website for people who are also looking for home services such as home repairs and related jobs. And so is Craigslist.

Now, Facebook Marketplace home services will allow your friends and clients to search for professional services that are validated by people who have already used those services in their locality. Choosing the right home service professional is very important. Unfortunately, people learn their lessons the hard way.

The Best Referral Network (Platform)

What usually happens is that every time they need a home repair service, people that they know are ready to give their recommendations as to the right person that can do the job. But as it usually turns out, they are not informed that that person is their brother or their nephew. There will be no problem if that brother or nephew is really adept at the job. But more often than not, the job they perform is not up to par since they are not really home service professionals.

Performing home service jobs require a certain degree of professionalism. This is not just referring to the actual work that needs to be done, but in the way the worker relates with the homeowner. A home service professional needs to have the necessary skills to get the job done in ways that would make the homeowner happy. It the worker lacks the necessary job and relationship skills, instead of solving the problem he might even make it worse.

This is the rationale for Facebook Marketplace including home services in its listings. It will lower the odds of hiring non-professionals to do house repairs. Facebook has included honest reviews of every home service professional on its list. Your friends and clients can read those reviews to ascertain if the professional that they are hiring will do the job as they are expected to.

Additional Resources:
[Facebook] List Your Professional Home Services on Marketplace

HomeAdvisor

Handy

Porch

Article Written by:
Phil Fisk
Digital Marketing Consultant
Coastline Marketing Group, Inc.


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How To Attract A High-Quality Client

attract-high-quality-clients-1

Attracting targeted clients who need your expertise and are willing to pay a premium for your services is often the most significant challenge associated with running a business.

There are hundreds of marketing channels available, so most business owners try to throw money at every approach in a desperate attempt to keep the lights on.

To make matters worse, most of the traditional marketing channels that are easily accessible, such as newspaper or billboard advertising, tend to attract clients who are difficult to work with and eager to put you in a bidding war with competitors.

In today's world, the key to attracting the most profitable clients is to develop a strong market position online so that prospective buyers perceive your business as a MARKET LEADER.

Case Study: Market Positioning for a Contractor Business

Let me start with a quick case study. A contractor once came to me with a plan to focus on residential projects. He had formerly worked on commercial projects, and hired my agency, Coastline Marketing Group, to position him as an expert in the residential market.

We started by defining the demographics of his ideal client, and then tailored his website to the needs of his target customers. The messaging was updated to encourage readers to take action, and content was developed, including videos and blog posts, to demonstrate his expertise with the help of professional photographs and videos.

Once the contractor's digital presence was built to perfection, we began driving leads to free offerings with the help of social media ads. In the contractor's case, we used a "free checklist" to get the best results. The checklist answered common questions that homeowners have, and it positioned the client as an expert in his field. Within just six months, the contractor was enjoying the highest volume of inbound leads in the history of his business.

Most importantly, the results that the client realized were sustainable. The client also enjoyed additional revenue in the long run since clients could easily refer his business by telling other people to search for his content online. The contractor's business was transformed with the help of effective market positioning, and any business can realize the same results with a tailored approach.

What Is Market Positioning?

With a decade of experience in digital marketing, my agency has proven through over 500 projects that market positioning is the key to success in the Internet age. 94 percent of clients research a business online before making a purchase, and this rate is even higher among the sophisticated buyers who are willing and able to pay for qualified expertise.

To achieve success, it is critical for businesses to establish a prominent digital presence that demonstrates competency, credibility, and social proof.

Prospective clients who compare providers are substantially more willing to do business with your company when your digital presence seems to prove your ability to render exceptional services. With the help of social media and testimonials, you can offer prospective customers proof that your business has achieved success in previous projects.

Content posted on third-party sources online, such as news websites or industry blogs, can also give your business a credibility boost. Customers who discover the high-quality information you publish online will enter the buying process as warm leads eager to make a purchase and willing to pay a premium for the same results you have achieved in the past.

How Market Positioning Gets Results

My agency gets results with market positioning by developing a custom digital marketing strategy for each client. Most businesses do best by building their digital presence around their website, but the most successful cases I have witnessed relied on a highly customized website.

Professional images, targeted service pages, and content that establishes credibility are critical elements for achieving results with a business website. An exceptional website positions a business to stand out against the vast majority of competitors who have either a poor digital presence or no digital presence at all.

Next, I generally focus on getting information about a business on third-party websites, such as social media platforms, industry blogs, and even YouTube. I also encourage businesses to add additional value by providing inexpensive or free offerings, such as webinars or books, that attract targeted clients while proving expertise.

Once a digital presence has been established, the final step is to promote the business online using a data-driven approach that primarily relies on paid social media ads.

My clients who establish a strong digital presence and utilize a targeted approach to advertising enjoy a sustainable stream of high-quality clients and long-term growth through referrals.

Channels for Market Positioning

It is critical to recognize that there is no single digital marketing channel that works best for all businesses. The mix of channels utilized by my most successful clients has varied widely. Some businesses do best by getting featured in national industry blogs while other businesses may need to rely on local sources.

The most desirable mix of social media channels also varies depending on the nature of the customers a business seeks to attract. In business-to-business selling environments, information-rich social media channels, such as LinkedIn and Twitter, tend to yield the best results. Facebook is profitable in most cases due to its size, and the platform's paid advertising tools enable precise targeting.

To discover the ideal way to position a business for success, I work closely with my clients to understand their unique approach to adding value and the nature of their customer base.

Content Marketing

The cornerstone of success in digital marketing is leveraging a content strategy to attract customers searching for information online. You can use search engine optimization to rank for keywords that imply interest in making a purchase and a willingness to pay a premium for your services.

Content marketing boosts the credibility of your business when you get your content featured in leading blogs and credible industry websites. Most importantly, content marketing can increase inbound traffic when readers follow links to your website and search engines rank your website higher on results pages.

Some businesses can realize success by doing content marketing on their own website, but most situations require a mix of both on-site content and off-site content to achieve the most effective results.

Video Marketing

In recent years, I have seen many businesses realize a high return on investment by incorporating a video campaign into their marketing strategy. Producing videos has become inexpensive due to widespread smartphone use and rapid advancements in camera technology.

Businesses can capitalize on recent technology trends by producing high-quality videos to promote their products and services.

Customers who search for solutions on YouTube will find their way to the videos that a business posts, and they will often reach out to content producers to purchase a solution to their problems.

Additionally, prospective customers who find their way to other online channels used by your business, such as your website or social media accounts, will develop an improved perception of your brand and offerings when they see you demonstrating how you add value in high-quality videos.

Webinars and Workshops

You can use webinars and workshops to attract and nurture new leads. People will attend your webinars to learn from your expertise, and many of them will be prospective buyers looking to purchase a solution that you can provide. Webinars can also be used as part of an existing campaign to generate more interest among new leads that enter your purchasing funnel.

Overall, I have found webinars and workshops to be one of the most effective channels available for attracting high-paying clients in the contemporary world.

Website Messaging

Your digital marketing campaign will struggle to get results unless you have an excellent website. Although a majority of businesses still have no online presence, the market leaders in your industry are sure to have at least an acceptable website to advertise their services.

Positioning yourself as a market leader will require you to build a great website to show the world what you have to offer. For businesses that are willing to invest in a multi-channel digital marketing strategy, I have found putting money into in a high-quality website to yield an extraordinary return on investment.

Offline Marketing

Most selling situations require business owners and sales representatives to meet with clients on a personal basis. Digital marketing starts relationships with clients off on the right foot, but the personal relationships you develop with clients yield the most lasting results. You can also leverage your digital presence to increase your success with prospective buyers who you meet offline, such as at trade shows or at industry group meetings.

Prospective buyers who get your business card are substantially more likely to give you a call when they can verify your credibility and expertise online after meeting you.

Social Media Advertising

Businesses that establish a strong market position through their digital presence get maximum value from investing in an online ad campaign. Prospective buyers who enter your purchasing funnel through social media ads can be nurtured into high-quality leads when your digital presence can prove your capabilities and credibility. I often see clients realize substantial success by directing social media ads to free offerings, such as webinars, books, or training courses.

I can determine the specific social media ad campaign that will work best for your business by working with you personally to understand what your buyers need.

If you'd like to learn more about how to position your business for success, send me a quick message here.

A little about me – I help professional service providers attract high quality leads through market positioning and guiding them through my 5 step process; Determining Market Position, Defining their Audience, Fine Tuning their Message, Building out their Content Marketing Strategy and of course, Driving High Quality Traffic.

 

digital marketing consultant phil fisk

 

Phil Fisk
Digital Marketing Consultant
Agency Owner
CoastlineMarketingGroup.com

Contact Me

 

 

 


5-step-guide-market-positioning

How to Stand Out From Your Competition: My 5-Step Guide to Market Positioning

It can be difficult to know where you're going, when you're not sure where you are. - I just made this up, but I'm sure someone, somewhere said it much better.

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My point is, there is a simple way to determine where you're currently positioned in the marketplace, but few of us [business owners] have ever taken the time to figure this out. The great thing is, it only takes five minutes to do this and the knowledge it brings can help you determine your marketing message, audience, content strategy and much more!

Why is understanding your positioning important?

If you're in a competitive industry, it can be difficult to stand out. When there are many options for your customers to choose from, they will often go with the lowest price option. If you find that you are competing on price, then you NEED to find a way to "position" yourself as the local authority at what you do. People will generally pay a premium price to work with a pro.

Why I wrote this

I own a digital marketing agency. Chances are, you receive 5-20 calls a week from other marketing agencies wanting to sell you a website or "increase your rankings in Google". My industry is filled with so much noise, it's become nearly impossible to stand out. Because I am aware of this, I have taken steps to make sure that I differentiate my agency from my competition. The steps you are about to learn are THE EXACT STEPS I have used to effectively set my agency apart from the competition.

The steps you are about to learn are the same 5 steps I have used to help many local businesses, including my own, position themselves in their marketplace as an authority at what they do. If you follow the plan I have outlined below and remain committed to your vision, you will position yourself in such a way that will allow you to separate yourself from your competition.

Step 1: Determine Your Current Market Position

Let's start off with a very simple way of determining your current market position, from your customers point of view.

  1. On a scale from 0 to 10, 10 being "high priced", how would your customers rate your businesses pricing?
  2. On a scale from 0 to 10, 10 being "premium quality", how would your customers rate the quality of your businesses product or service.

Keep these numbers in mind.

Plot Your Position

Below is what's called a Positioning Map. Using this map, find the rating for each dimension you determined above and place a dot where those two numbers intersect on the graph. Remember, this position reflects how your customers view the quality and pricing of your product or service.

positioning-map

  • download printable map here.

Now, once you've marked your current position, it's time to rate your competition. Using the same rating system above, plot each of your competitors positions on this same map.

It's very likely that you have landed somewhere in the top right quadrant, correct? If you've landed in the bottom left, you may be going after a high volume of customers, which is perfectly fine if that's your business model. Let's don't even discuss top left and bottom right, hopefully you didn't land there?!?! For this example, I'll assume that you've landed in the top right quadrant.

After plotting your competitors place on the map, look to see where you are in relation to them. How close are they on the graph in relation to your business? Too close might mean that you aren't doing enough to differentiate yourself from your competition. You are likely competing on price with that competitor.

Do you see a wide open gap somewhere within this same quadrant that isn't being served? Should you consider filling that gap? or are you happy with your current position?

This is where you need to make one of two choices;

  1. You can choose to keep your current position, this is perfectly fine if this is your comfort zone.
  2. Or, you can find a wide open place on this graph and move yourself to that position. This might mean you need to raise your prices, improve the quality of your product or service, offer a new and unique product or service, etc.

The point is, you don't have to stay where you are at now. You can choose NOW to decide where you want your position to be.

One thing to note here - Most businesses typically assume that EVERYONE knows their current position (pricing and quality), but chances are, even your current customers may not know how you're different from your competitors. This is why the following 4 steps are essential to creating awareness and solidifying your position in your market.

Step 2: Define Your Audience

Now that you're aware of your market position, it's time to find who your audience is. (Learn the importance of creating buyer personas here.)

What is their age, gender, income,...?

Getting the most from your marketing effort requires you to know and define your audience. You need a clear picture of their age, income level and location so that you can create a message that connects with them in a way that will get their attention. Also, knowing the income of your target audience lets you decide on the right price for your products and services.

You want to get a decent payout for the things you sell, but you also need to set a price that falls within the budget of your prospects. If you don't know who your target audience is, it's time for some market research. You can do free consultations to learn as much as possible about the people who plan to buy from you. You can also give incentives to those who take online polls.

Where do they hang out?

There are a wide range of places your target audience could be "hanging out". Everywhere from the water cooler at work, social media platforms, business organizations, and so on. It's also important to consider where they get their information, such as TV, newspapers, magazine publications, social media and so on.

Knowing where they hang out and gather information will give you a good idea on where to direct your marketing and advertising efforts.

What are their pain points?

Chances are, you're in the business of solving problems. Understanding exactly what problems you solve and effectively conveying that message in your marketing, will greatly increase your chances of success.

Now, condense your target audience into an average age and appearance. If you would like to take this tip even further, download a stock image of a person who is the perfect match for your customer persona. Give this persona a name and speak directly to this "person" every time you create an ad or piece of marketing content.

Step 3: Fine-Tune Your Message

Are you aware of how your website's messaging is perceived by your audience? Your messaging can make or break the effectiveness of your website.

Make the customer the hero.

If you are like most people in the world of digital marketing, you could feel tempted to paint yourself as the hero when you create webpages or release content. That is a mistake you don't want to make if you care about the future of your business. Instead of caring about you and your business, your prospects care about themselves and what you can do for them.

Instead of listing your accolades or mission statement front and center on your website, let them know how your services can improve their life or solve their problem. After all, that's really the ONLY reason they're visiting your website.

List the benefits of your product or service.

With everything you publish online, ask yourself if it speaks to your customers' pain points and highlights the benefits they can get after taking action. It's essential you remember to keep your customers in mind at all times.

Ask yourself if the content on your website or blog helps them solve their problems or adds value to their lives. If it does not do those things, your effort will be in vain.

Why should a prospect choose you?

Be sure to clarify why a prospect should choose you over your competitor. Giving value to your prospects is the No. 1 way to gain traction in a crowded market, and you will notice the difference in no time.

Step 4: Position Yourself As The Authority

You know your position. You've defined your audience. You've fine-tuned your messaging. Now, let's set you apart from your competition.

Blogs.

Begin by creating a blog and promising yourself that you will submit new posts on a regular basis. Looking at the image of your customer persona, speak directly to your audience with each piece of content you publish.

Not sure what to write about? Try this - Write down the top 5 question your customers are always asking. Those 5 questions have just become the titles of your next 5 blogs. Do your best to thoroughly explain your answer to each of those questions. Now, post them to your website blog section.

How to promote your blogs - Of course we hope that your blog shows up in search engine queries. But one of the most effective ways to drive traffic to your blogs is through social media. In fact, it's likely you found this blog through a social media ad.

By posting a constant stream of blogs through social media, you are essentially branding yourself, or your business, as an authority.

Newsletters.

Creating a newsletter and inviting your followers to sign up is another step in the right direction. Let your subscribers send you their questions and comments to get an idea of what to write.

Don't forget to use your newsletters to drive your subscribers to your latest blog as well.

Workshops & Webinars.

The ULTIMATE way to prove yourself as an authority on a topic is to give free workshops or webinars. Workshops and webinars have proven highly effective for my own agency. I personally feel workshops are more effective as they allow your audience to get to know you on a personal level. This can greatly increase the chances they will do business with you.

Step 5: Get The Word Out

Once you have the other elements in place, you are ready to drive traffic to the content you have created. You don't want to send just anyone to your content; you must send targeted traffic if you would like to notice a positive change in your bottom line.

Paid Advertising.

Paid search is a good place from which to start. Promoting your content with Google's pay-per-click platform is a wise move along the correct path, but don't forget about Facebook, Twitter and the other social platforms.

Social Media Marketing.

The best thing about social media is that you can target your ads to people based on their age, spending habits, interests and more. If you have trouble choosing the right audience, you can target your ads to people who have shown interest in your competitors.

Search Engine Optimization.

No traffic-generation plan is complete without search engine optimization. Keyword research, content generation and backlink building are what will make you succeed with SEO.

Final Thoughts

Positioning yourself as an authority in your industry requires a dedicated, determined effort. Knowing your audience and what they need is half the battle, but you must also create content that highlights the main benefits your prospects can enjoy after they buy from you. If you release content that does not highlight the benefits or offer some value to your followers, you are wasting your time.

On the other hand, content that showcases the top factors that make you stand out from the crowd will boost your business to where you want it. Sending tons of targeted traffic to your website lets you enjoy the rewards of your effort. As long as you make a sincere attempt to reach your short- and long-term goals and take corrective action along the way, you won't have trouble achieving results of which anyone would be proud.

A little about me - I help professional service providers attract high quality leads through market positioning and guiding them through my 5 step process; Determining Market Position, Defining their Audience, Fine Tuning their Message, Building out their Content Marketing Strategy and of course, Driving High Quality Traffic.

 

digital marketing consultant phil fiskPhil Fisk
Digital Marketing Consultant
P. Fisk Consulting
Agency Owner
CoastlineMarketingGroup.com

 

 


lead-magnets-for-real-estate-agents

5 Great Lead Magnet Ideas for Real Estate Agents

When it comes to online real estate marketing these days, you probably already know that the real power lies in your email list.

You can get attention and expand your reach online across multiple channels, but the true relationships that matter are forged in the inbox of your potential clients.

In order to get into their inboxes though, you need to get them to share their email address first, and that requires offering them something of value.

In my experience, the most simple and effective strategy for getting a targeted audience to stay connected is to offer lead magnets that are so attractive that subscribers are happy to part with their email address.

If you're new to the term "lead magnet", then chances are that you've been seeing these "freebies" every day online for years. They're often advertised on Facebook and other platforms in the form of eye-catching headlines like "Download Our Free Logo Inspiration Toolkit."

What Is A Lead Magnet

In a nutshell, a lead magnet is a free irresistible nugget of content that is offered to a targeted audience in exchange for their contact information. In most cases, marketers request their email address so that they can develop a relationship over a series of lead nurturing messages, which is what I recommend. However, sometimes lead magnets are offered in exchange for other contact information like names, phone numbers, and addresses.

When it comes to generating real estate leads that you can nurture into viable prospects, offering lead magnets is by far the most powerful and scalable strategy I've found, and I'm confident that it will work for you too if you put them to work effectively.

I'd now like to share what I've discovered about what makes a lead magnet work and pass along five types of lead magnets that I've seen perform like crazy in the real estate industry.

 

<<< Learn More About Our Lead Generating Services >>>

 

Anatomy of a Great Lead Magnet

Not all lead magnets are created equal. In fact, most of them are launched with great enthusiasm only to fail miserably.

For a lead magnet to work, it needs to have the following three ingredients:

1. A relevant, compelling, and irresistibly fascinating offer
2. Messaging that is so clear it is understood in an instant
3. Top-notch content that delivers exactly what you are promising

With those factors in mind, let's check out five types of lead magnets for real estate that I've found work extremely well.

1. List of Homes in (neighborhood) under $$$

If you are looking to build out a list of subscribers who are actively shopping around for a property, a lead magnet like this offers real value that they are likely to explore. This value proposition makes it likely that they'll open subsequent emails from you when your lead nurturing series comes along.

2. 2018 Real Estate Market Analysis for (neighborhood)

This chestnut is the classic example of a real estate lead magnet, and the chances are that you have seen it around. I'm sure that the reason that it is still so popular is that it's so effective, particularly at attracting signups from both sides of the aisle. Sellers want to stay informed of their property's value, while buyers need an aerial view of values in neighborhoods they are interested in exploring.

3. List of Foreclosed Properties in (neighborhood)

What I like about this lead magnet is that is guaranteed to get the attention of investors that you want on your list for the long haul. The right investors for you are typically interested in staying informed on content like this, and you can set up a perfect followup series designed to nurture just this segment.

4. Your Guide to Selling a Home in 2018

The property owners who sign up for a lead magnet like this are usually pretty far down the funnel when it comes to putting their home on the market. That makes them just the types of people you want on your list, and you'll be able to send them to follow up messages that are right on target if you segment them properly.

5. Your Guide to Buying a Home in 2018

Lead magnets like this one and the one above it are all about one thing: establishing trust. While you are providing value to subscribers who are considering buying a home, you are also establishing yourself as a trusted expert that they can turn to when they are ready to move, particularly if you follow up with them properly.

In Summary

By now, you should have a solid grasp of why lead magnets are so powerful and have a good understanding of what a good lead magnet needs to have in order to be effective. Just remember that a lead magnet is only as good as the promotional campaign that gets it out there and the lead nurturing series that you follow up with.

If you'd like to learn more about our lead generation services for real estate agents, please call us at 831-789-9320 or fill out the form on our Contact Us page.

 

by Phil Fisk - CEO/Digital Marketing Consultant - Coastline Marketing Group, Inc.


5-best-lead-magnet-ideas-for-service-based-business

5 Best Lead Magnet Ideas for B2C Service Based Businesses

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It is no secret that leads are the heart of any business. It is common knowledge that better lead magnets generate more customers. I have proven methods for business owners seeking to “up their game.” Without quality leads, it is impossible for a business to successfully compete. The good news is that I have the information you need so you never have to worry about leads again.

Before moving forward, I need to know what your customer is searching for and what is driving them to do research and ultimately buy. What type of information does a prospective customer want? What problem is that customer trying to solve? These are the questions you must answer for your customer.

Research is key before moving forward. I know that not everyone automatically knows what their customer wants. Fortunately, I know how to find out. Two proven ways I use to understand what a customer wants is through online surveys and tools similar to BuzzSumo.com that accumulate information from social media about customer likes and dislikes. Once I have the information I need to design a targeted lead magnet, then I am well on my way to creating the best lead magnet to get the best bang for my buck.

While different target customers respond to different lead magnets, a few of my favorite and most successful strategies are listed below. Demographics do play a role in determining which lead magnets works best. A younger customer may prefer videos over guides. Other people prefer a more personal, hands-on approach and like the idea of a free consultation. Customers vary. That is why it is important to use a variety of methods to attract as many leads as possible.

1. eBooks and Guides

One of my all-time favorite ways to capture leads is to offer an eBook to prospective customers. It’s all about value. The book doesn’t need to be long. Considering that there is so much good free information on the internet, I always take extra care to provide a power-packed eBook that has much more usable and specific information than they can find online. One recommended angle to work is to promise a lower cost or a time savings if they use your information. These are two very valuable benefits that everyone is seeking.

2. Infographics

Consumers love easy to read infographics charts and numbers so they can easily understand complicated concepts they need to know. The likelihood of a sentence being read increases with numbers. Pie charts and other graphic pages deliver.

3. How to Videos

The great success of YouTube proves how powerful How-To Videos can be. People all learn differently. Some respond much better to video than the written word. If you accept the fact that you need different tools in your marketing toolbox to attract more people, then I highly recommend you include videos as one of those tools.

4. Free Consultation

There is no substitute for human contact in some cases. Many people value the opportunity to have a discussion. While videos and eBooks have their place as assets in any marketing campaign, consumers like to be able to ask questions. Particularly in coaching scenarios or when selling an expensive product or service, I have noticed that customers increasingly want to talk to someone to get the information they need to make an informed decision.

5. Webinar/Workshop

There is a reason webinars and workshops have been around for a long time. They provide an excellent platform for the give-and-take of a classroom setting where is it easier to learn. A good instructor can make all the difference in how well students comprehend material. The added ability students have to interact with the instructor and their peers makes a webinar or workshop the perfect forum for building trust and getting high-quality leads.

Conclusion

As a seasoned marketer with years of experience, I know how important good lead magnets are for the success of a business. The five mentoned above represent some of the best ways to attract the high-quality leads you need to meet your revenue objectives. If you aren’t receiving a 5 percent opt-in rate or higher, then you need to carefully evaluate the lead magnets you’re using, because they aren’t working as well as they should.

Testing may be necessary to determine why your results aren’t better. Remember to check your headlines first since they can make a significant impact on your results. I recommend that you constantly monitor results and take action anytime you dip below that 5 percent opt-in rate. I know there is no reason to accept marginal results when a simple “fix” can get your lead magnets performing at the expected level.

 

Phil Fisk - CEO/Digital Marketing Consultant - Coastline Marketing Group, Inc.