the gold miner method for systematic lead generation

THE GOLD MINER METHOD FOR SYSTEMATIC LEAD GENERATION

WHAT THE BUSINESS OF GOLD MINING CAN TEACH YOU ABOUT SYSTEMATICALLY GENERATING INBOUND LEADS PROFITABLY FOR YOUR ORGANIZATION

FOLLOW & CONNECT @frankcowell

frankcowell.com frank@elevatoragency.com

HELLO, I’M FRANK COWELL. I’M NOT A GOLD MINER.

I’M FULL OF S#!T — DON’T BELIEVE ANYTHING I SAY.

REAL LEADERS TAKE ACTION.

MY GOAL FOR TODAYHERE’S WHAT I PLAN ON DELIVERING IN THE NEXT 60 MINUTES

01 THE GOLD MINER METHOD — 7 STAGES THAT WILL GREATLY IMPROVE LEAD GENERATION

02 SPECIFIC ACTION ITEMS THAT YOU CAN TAKE ACTION ON TOMORROW

03 AN OFFER TO HELP YOU FIGURE OUT IF THIS COULD WORK IN YOUR ORGANIZATION

this is me

this is you

SO, THERE’S THIS REALITY TV SHOW…

THE SEVEN STAGESTHERE ARE SEVEN SPECIFIC STAGES IN A GOLD MINING OPERATION

STAKE YOUR CLAIM

ARCHITECT THE OPERATION

BUILD THE MACHINE

DIG & PROCESS “PAY DIRT”

SEPARATE THE GOLD

MAINTENANCE THE OPERATION

GROW THE OPERATION

THESE SEVEN STAGES ARE THE EXACT SAME STAGES IN A SYSTEMATIC LEAD

GENERATION PROGRAM.

First, start with “good ground.”

STAKE YOUR CLAIM

GOLD MINER SPEAK:

WE NEED TO SECURE ACCESS TO “GOOD GROUND.”

BUSINESS TRANSLATION:

WE NEED TO HAVE SOMETHING SOMEONE IS WILLING TO BUY.

UNDERSTAND WHAT BUSINESS YOU’RE REALLY IN.

WHAT’S YOUR MENTAL MODEL?

WE ARE IN THE BUSINESS OF…

KODAK WAS IN THE BUSINESS OF “FILM.” THEY SHOULD HAVE BEEN IN THE

BUSINESS OF “CAPTURING & SHARING LIFE’S MEMORIES.”

SHIFT FROM “THINGS” TO CONCEPTS.

THE THIRD PLACE

WHAT IS YOUR MENTAL MODEL?

START WITH ONE MARKET SEGMENT.

KNOW THE “COHORT” BUYER PERSONAS

THE AVERAGE SALES CYCLE HAS INCREASED 22% OVER THE PAST 5 YEARS DUE TO MORE DECISION MAKERS BEING INVOLVED IN THE

BUYING PROCESS.SIRIUS DECISIONS

BUYER PERSONAS IN THE “COHORT” — B2B EXAMPLEDEEPLY UNDERSTAND EACH BUYER PERSONA AND THEIR “CONTEXT” — NOBODY BUYS IN A VACUUM

VP OF MARKETING

PRESIDENT

VP OF SALES

MARKETING DIRECTOR

MARKETING SPECIALIST

BUYER PERSONAS IN THE “COHORT” — B2C EXAMPLEDEEPLY UNDERSTAND EACH BUYER PERSONA AND THEIR “CONTEXT” — NOBODY BUYS IN A VACUUM

HUSBAND

GRANDMA

WHAT DO THEY WANT MORE THAN ANYTHING ELSE?

BUYER PERSONAS IN THE “COHORT” — B2B EXAMPLEDEEPLY UNDERSTAND EACH BUYER PERSONA AND THEIR “CONTEXT” — NOBODY BUYS IN A VACUUM

Role: Decision Maker Hot Buttons: Engagement, Leads, Conversion

VP OF MARKETING

Role: Final Say Hot Buttons: Revenue, Growth, Differentiation

PRESIDENT

Role: Key Influencer Hot Buttons: Qualified Leads, Results, Pipeline

VP OF SALES

Role: Key Influencer Hot Buttons: Content, Automation, Analytics

MARKETING DIRECTOR

Role: Support Hot Buttons: Social Media, Blogging, Email Marketing

MARKETING SPECIALIST

Role: Decision Maker Hot Buttons: Family-‐friendly, Special, Affordable

WIFE, MOTHER

Role: Decision Maker Hot Buttons: Easy, Adult

Time, Relaxing

HUSBAND, FATHER

Role: Provides Input Hot Buttons: Fun, Games, Sugar

Role: Key Influencer Hot Buttons: Weather,

Comfort, Activities

GRANDMA

Role: Final Say Hot Buttons: Affordable

HUSBAND

GRANDMA

EXPAND YOUR MINDRECOMMENDED READING

QUITE POSSIBLY, ONE OF THE MOST IMPORTANT BUSINESS BOOKS I’VE READ TO DATE.

STATEMENT OF VALUEFOR EACH BUYER PERSONA, CRYSTALIZE THE VALUE YOU’RE GOING TO DELIVER

[YOUR OFFERING]

enables

[BUYER PERSONA]

to go from

[“BEFORE” STATE]

[“AFTER” STATE]

STATEMENT OF VALUE — B2B EXAMPLEFOR EACH BUYER PERSONA, CRYSTALIZE THE VALUE YOU’RE GOING TO DELIVER

ACME Agency

enables

the VP of Marketing

to go from

being the frustrated, stressed-‐out under-‐performing executive team member with very little to show for her efforts

being the confident, charismatic rock star of the executive team that regularly exceeds her goals for traffic, engagement, and leads.

STATEMENT OF VALUE — B2C EXAMPLEFOR EACH BUYER PERSONA, CRYSTALIZE THE VALUE YOU’RE GOING TO DELIVER

ACME Vacations

enables

to go from

feeling like she’s the worst mother ever because she’s worried she won’t be able to find a really special family-‐friendly vacation spot that’s, also, affordable

being the envy of her friends and family for juggling a family, home, and career, and still able to give her family amazing memories on a world class vacation.

DON’T FORGET TO PUT IT TO THE TEST!

Then, develop a calculated plan for success.

ARCHITECT THE OPERATION

GOLD MINER SPEAK:

WHAT’S THE STRATEGY FOR CLEARING OVERBURDEN, GETTING DOWN TO PAY DIRT, AND BRINGING THE PAY DIRT TO THE WASH PLANT IN A WAY THAT IS

EFFICIENT AND BEATS OUR OPERATING COST BY X%?

HOW DO WE GET OUR MESSAGE AND OFFER IN FRONT OF OUR TARGET

AUDIENCE AND CONVERT THEM INTO LEADS AND CUSTOMERS, AT A COST THAT’S LESS THAN OUR MAXIMUM

COST OF ACQUISITION?

LET’S START BY DESIGNING THE MARKETING & SALES FUNNEL.

PROBLEM #1 WE’RE MOVING “TOO FAST.”

YOUR FUNNEL SHOULD FOLLOW A NATURAL ORDER OF EVENTS.

KIND OF LIKE “DATING.”

INSTEAD, MOST FUNNELS ARE BASED ON BIG COMMITMENTS.

SMALL COMMITMENTS LEAD TO BIG COMMITMENTS.

YOU WILL, LIKELY, NEED TO INSERT IN NEW STEPS THAT OFFER SPECIFIC

VALUE WITH SMALL COMMITMENTS.

-‐THEODORE ROOSEVELT

““

PEOPLE DON’T CARE HOW MUCH YOU KNOW, UNTIL THEY KNOW HOW

MUCH YOU CARE.

WE HAVE TO STOP “PROMOTING” AND START “ENRICHING.”

GIVE “VALUE IN ADVANCE.”

PROBLEM #2 MOST MARKETING AND SALES FUNNELS ARE NOT ALIGNED.

DEFINE WHERE “MARKETING” ENDS AND “SALES” BEGINS.

EXAMPLE: “MARKETING” ENDS AND “SALES” BEGINS ONCE WE GET THEM ON

THE PHONE.

THEREFORE… “GET THEM ON THE PHONE” IS THE

GOAL OF OUR MARKETING!

PROBLEM #3 MOST MARKETING BUDGETS ARE

BASED ON NOTHING.

MARKETING BUDGETS MUST BE BASED ON THE MAXIMUM ACCEPTABLE

“ACQUISITION COST.”

FROM “WHAT’S THE LEAST I CAN SPEND?”

TO “WHAT'S THE MOST I CAN SPEND?”

THE SOLUTION: ARCHITECT A “SMARKETING” FUNNEL

THAT IS MADE UP OF A NATURAL ORDER OF “VALUE IN ADVANCE” EVENTS AND SUPPORTED BY AN

“ACQUISITION BUDGET.”

TYPICAL SALES FUNNELTHE TYPICAL SALES FUNNEL, FRAUGHT WITH BIG COMMITMENTS

CONTRACT

“COFFEE”

CORE OPPORTUNITY

PROPOSAL

“PROSPECTING”

IDEAL SALES FUNNELTHE IDEAL SALES FUNNEL IS BASED ON SMALL COMMITMENTS THAT DELIVER SPECIFIC VALUE

CONTRACTCORE OPPORTUNITY

PROPOSAL“PROSPECTING”

NO COST ENGAGEMENT “LEAD MAGNET”

“TRIPWIRE” LOW COST ENGAGEMENT

TYPICAL MARKETING FUNNELTHE TYPICAL MARKETING FUNNEL… WELL, THERE ISN’T MUCH OF ONE

SOCIAL

LANDING PAGES (LEAD MAGNETS)

RETARGETING

PAID SOCIAL

IDEAL MARKETING FUNNELTHE IDEAL MARKETING FUNNEL IS BASED ON CONTENT THAT PROVIDES SPECIFIC VALUE

EMAILBLOGLANDING PAGES (LEAD MAGNETS)

SEOPPC

SOCIAL

PAID SOCIAL

RETARGETING

IDEAL “SMARKETING” FUNNEL“MARKETING" AND “SALES” ALIGN ON DELIVERING SPECIFIC VALUE

PROPOSALEMAILBLOG

LANDING PAGE“TRAFFIC” LEAD MAGNET

TRIPWIRE

EXAMPLE “SMARKETING” FUNNELA PEO (OUTSOURCED HR, BENEFITS) WHOSE TARGET MARKET SEGMENT IS A SMALL COMPANY THAT WANTS TO PROVIDE ITS EMPLOYEES WITH BIG COMPANY BENEFITS IN ORDER TO BE A COMPETITIVE EMPLOYER IN ORDER TO ATTRACT & RETAIN EMPLOYEES.

PROPOSALEMAILBLOG

LANDING PAGE“TRAFFIC” LEAD MAGNET

TRIPWIRE

TOTAL HR & BENEFITS MANAGEMENT $25,000/YR $75,000 LTV

EMPLOYEE HANDBOOK

BENEFITS PACKAGE DESIGN

VIDEOS, ARTICLES, OFFER TO HELP, LEAD

MAGNET OFFER

E-‐BOOK: 101 EMPLOYEE BENEFIT IDEAS FROM WORLD CLASS COMPANIES

POST: THE TOP FIVE BENEFITS EVERY

COMPANY MUST OFFER

NOW WE HAVE A “SMARKETING” FUNNEL THAT IS MADE UP OF A NATURAL ORDER OF “VALUE IN ADVANCE” EVENTS. HOW DO WE

CALCULATE “ACQUISITION BUDGET?”

WHAT IS A CUSTOMER WORTH AND HOW MUCH OF THAT ARE YOU ABLE

TO “GIVE UP” TOWARDS ACQUISITION? (MAX COCA)

TAKE THAT NUMBER AND WORK BACKWARDS BASED ON

CONVERSION RATES AT EACH STAGE.

FUNDING THE “SMARKETING” FUNNELWORK BACKWARDS FROM MAX COCA TO DEFINE SPEND THRESHOLDS AT EACH FUNNEL STAGE

PROPOSALEMAILBLOG

LANDING PAGES“TRAFFIC” LEAD MAGNET

TRIPWIRE

$4,500

$2,250

$1,250

$468.75

$46.90

$18.76

Next, build the heart of the operation.

BUILD THE MACHINE

GOLD MINER SPEAK:

SETUP THE OPERATION QUICKLY AND LET’S GET TO WASHING ROCKS.

GET EVERYTHING UP-‐AND-‐RUNNING FAST SO WE CAN START SEEING

RESULTS AND MAKE ADJUSTMENTS BASED ON DATA.

LET’S LOOK AT THE KEY COMPONENTS.

TECHNOLOGYSOFTWARE THAT WILL HELP YOU PUBLISH, PROMOTE, AUTOMATE, SEGMENT, ANALYZE, AND MORE

ANALYTICS

DON’T LET THIS BE YOUR EXCUSE.

IF YOU HAVE TO, START WITH ONE GREAT PIECE OF CONTENT, AN EMAIL FORM, AND THEN SEND MANUAL

EMAIL FOLLOW-‐UPS.

Now, it’s time to execute the plan.

DIG & PROCESS “PAY DIRT”

GOLD MINER SPEAK:

RUN “PAY” THROUGH THE PLANT, DAY AND NIGHT.

NOW THAT THE “SMARKETING” MACHINE IS UP-‐AND-‐RUNNING,

DRIVE TARGETED TRAFFIC TO IT DAILY.

DON'T GET EMOTIONAL ABOUT HOW YOU DRIVE TRAFFIC. ALL THAT MATTERS IS DRIVING TARGETED

TRAFFIC AT A COST THAT MEETS OR BEATS YOUR MAX TRAFFIC ACQUISITION NUMBER.

FUNDING THE “SMARKETING” FUNNELWORK BACKWARDS FROM MAX COCA TO DEFINE SPEND THRESHOLDS AT EACH FUNNEL STAGE

PROPOSALEMAILBLOG

LANDING PAGES“TRAFFIC” FREE ANALYSIS

LOW COST ENGAGEMENT

$4,500

$2,250

$1,250

$468.75

$46.90

$18.76

WHEN YOU FIND SOURCES OF TARGETED TRAFFIC WITHIN YOUR TRAFFIC ACQUISITION NUMBER,

STEP ON THE GAS.

COMMON SOURCES OF TRAFFIC: ORGANIC (“SEO”)

SOCIAL PAID SOCIAL

PPC INFLUENCER OUTREACH RETARGETING/DISPLAY

YOUR EMAIL LIST

GET CREATIVE WITH TRAFFIC: JOINT VENTURES DIRECT MAIL (YES!)

PHONE CALLS (OH, MY!) ANYTHING “TRADITIONAL”

Then, bring it home.

SEPARATE THE GOLD

GOLD MINER SPEAK:

THE SLUICES LOOK GOOD. LET’S FILTER IT, SEE WHAT WE GOT.

THE “MACHINE” HAS DONE IT’S JOB, LET’S MAKE SURE WE DON’T SETTLE FOR LESS-‐THAN-‐IDEAL CUSTOMERS.

BE TARGETED WITH EVERYTHING: TRAFFIC, LANGUAGE, CONTENT,

OFFERS, ETC.

ASK PEOPLE TO TAKE ACTION.

RUTHLESSLY FILTER PEOPLE OUT.

Continually monitor and adjust to keep it running.

MAINTENANCE THE OPERATION

GOLD MINER SPEAK:

IF WE DON'T KEEP AN EYE ON THINGS, WE COULD HAVE A BREAKDOWN THAT

SHUTS US DOWN FOR A WEEK.

IF WE DON’T REGULARLY MEASURE AND ADJUST, WE MIGHT AS WELL

THROW MONEY OUT THE WINDOW.

OPTIMIZE THE ENTIRE PROCESS FOR CONVERSION AND EXPERIENCE.

THINGS TO OPTIMIZE WEEKLY…

TRAFFIC: ORGANIC — SEO

PAID — CTR, QUALITY SCORE SOCIAL — CTR, ENGAGEMENT

WEBPAGES: ESTABLISH A “PAGE GOAL” FOR EACH KEY WEBPAGE. MEASURE AND SET

A BASELINE.

BLOG POSTS: CTA CLICK-‐THROUGH TO LANDING PAGE — 5-‐10%

LANDING PAGES: CONVERSION RATE — 30-‐50%

EMAIL: OPENS, CLICKS, UNSUBSCRIBES,

“OFFER” TAKE RATE

Now, it’s time to go big.

GROW THE OPERATION

GOLD MINER SPEAK:

NEXT SEASON, WE’RE GOING TO DOUBLE OUR TAKE.

WE’RE FEELING GOOD AND EVERYTHING’S DIALED-‐IN.

LET’S SET OUR GOALS EVEN HIGHER.

WAYS TO GROW THE OPERATION…

TARGET MORE BUYER PERSONAS WITHIN THE COHORT.

ADD MORE CONTENT AND CONTENT OFFERS THAT ADDRESS ADDITIONAL

HOT BUTTON ISSUES.

PUMP UP YOUR PAID MEDIA BUDGET.

BUILD ADDITIONAL “MACHINES” FOR ADDITIONAL MARKET SEGMENTS.

NONE OF THIS WORKS, UNLESS YOU DO.

MY OFFER TO YOU:

GOLD MINER METHOD FUNNEL ANALYSIS

A ONE HOUR CONSULTING SESSION TO HELP YOU & YOUR TEAM DEVELOP YOUR “SMARKETING” FUNNEL ALONG WITH ITS ASSOCIATED SPEND THRESHOLDS.

NO COST. NO OBLIGATION.

FRANK@ELEVATORAGENCY.COM

THANK YOU.

FOLLOW & CONNECT @frankcowell

frankcowell.com frank@elevatoragency.com

HELLO, I’M FRANK COWELL. I’M NOT A GOLD MINER.

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