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HOW TO GENERATEMORE INBOUNDLEADS USING THE“AGORA MODEL”Presented By Pinpointe Guest Speaker,Robert W. Blywww.bly.com www.pinpointe.com
Before We StartEventRecording Webinarisbeingrecorded Emailtowebinar,slides,Q&AonTuesday SummaryQandApaperQues1ons Pleaseaskques?onsinques?onpanel share!Tweetthis,likeusonFB,LinkedIn
BobBly:– 4freemarke?ngreportsworthover 100– Downloadath@p://www.bly.com/reports Pinpointe:– Free- ‐1monthService( 64 500value)– h@p://www.pinpointe.com/get- ‐started– Couponcode:PPTWEBNR(LimitedTime)
About Pinpointe “BusinessClass”EmailMarke1ng 6,000 companiesusingPinpointeplaMorm MostlyMid- ‐Sizedbusinesses–“B2B”and“B2C” ontactonsteroids!”–Pinpointecustomer
InternetStrategist,Copywriter Authorof75 books AppearedonTV,andradio andothers ectmarke1ng&more.
CLIENT ACQUISITION PROCESSPotential ClientUniverseDefine ProjectFollow-up(M.A.D. – F.U.)Lead-generatingPromoNOQuoteResponseHow to Build Your Prospect Base with The Agora ModelYESResponseNOYESAcceptedYESNOInquiry FulfillmentNegotiateCLOSE SALEResponseNOYESAcceptedNOYES6
“Can I use a rented list?” [no!]“If I don’t have an email list, how doI build my list in the first place?”How to Build Your Prospect Base with The Agora Model7
THE AGORA (“ORGANIC”) MODEL “Marketers will have to enter that emerging inner circle oftrusted companies from whom people are willing to keepreading e-mails.”– QurisInc. Survey, reported in DM News (10/16/03) The Inner Circle and the “Rule of 16” “Stop using e-mail to acquire new customers”– Rob Cosinuke and Chuck DeSynder, DM News (10/13/03)How to Build Your Prospect Base with The Agora Model8
THE AGORA sAffiliateDealsHow to Build Your Prospect Base with The Agora Model 6/17/12Pay per ClickBanner AdsFree e-zineOnline AdsEditorialMentionsPostcardsPop-upsSocial MediaE-mailsHouse e-listAds in FreeE-ZineOrdersSoloPromotionalE-Mails9
ONLINE CONVERSION MODELPostcardsBannerAdsOnline AdsHow to Build Your Prospect Base with The Agora Model 6/17/12E-mailsOnline AdsE-mailsFree Content OfferLanding PageCo-RegsCo-RegsPRPRLead Requested Free Content#1 – Free Touch#2 – Free Touch#3 – ConversionOnline ConversionE-mail Series#4 – Conversion#5 – ConversionProduct Order PageBUYER10
TOP REASONS FORSUBSCRIBING TO EMAILS FROMBUSINESSES OR NON-PROFITSTo receive discounts and special offersTo take part in a specific promotionI am a customer/supporter of the business/nonprofitTo gain access to excusive contentThe desire to stay informed on an ongoing basisWant to support a business/non-profit I like0%10%20%30%40%50%60% Understand why your users subscribed in the first place Deliver content relevant to their interestsSource: cmbconsumerpulse, 2012 report (socialquickstarter.com)How to Build Your Prospect Base with The Agora Model11
FREE-ON-FREE NAMESQUEEZE PAGEHow to Build Your Prospect Base with The Agora Model12
WHAT IS A BAIT PIECE?MarketerProspectBait Piece(free content offer)How to Build Your Prospect Base with The Agora Model13
Note cover price!WRITE ANDOFFER A“BAIT PIECE”How to Build Your Prospect Base with The Agora Model14
THE FORMULALGM BPO 2x RRRHow to Build Your Prospect Base with The Agora Model15
PromotionBait Piece OffersNOProspectRequestsBait PieceYESFulfillmentTHE ROLE OFTHE BAITPIECE IN THESALES CYCLEFollow-UpNOPurchase?CloseHow to Build Your Prospect Base with The Agora Model16
How to Build Your Prospect Base with The Agora Model17
How to Build Your Prospect Base with The Agora Model18
How to Build Your Prospect Base with The Agora Model19
How to Build Your Prospect Base with The Agora Model20
How to Build Your Prospect Base with The Agora Model21
CREATE “MAGNETIC META TAGS”Words or phrases embedded within the HTML code used to create Web sites.HOW TO LOOK AT COMPETITOR META TAGSFrom your browser’s tool bar, simply choose the “View” menu. Then clickon “source,” and a window will open with HTML text that you can study.How to Build Your Prospect Base with The Agora Model22
META TAGS 101If you are creating your own Web sites, depending on which software you use,all you have to do to add META tags is type the words you’ve chosen in theappropriate places.The key META tags for marketing purposes are Tile, Description, andKeywords. These tag control what surfers see when your site is listed in thesearch for engines, which means they will help people decide whether to visityour site.How to Build Your Prospect Base with The Agora Model23
WHAT IS A “MAGNETIC”META TAG?“Keywords” are the terms your prospect and visitors will type into the searchfield when they are looking for talent. So consider the words and phrases theymight use to describe your services.Put these keywords in your META tag.You should include your keywords in the first 25 words of your homepage.How to Build Your Prospect Base with The Agora Model24
IF SUBSCRIBERS ARE YOURPRIMARY GOAL, MAKE THE SIGN-UPBOX PROMINENT ON YOUR WEB SITEHow to Build Your Prospect Base with The Agora Model 6/17/12Free ContentOfferThe less infoyou ask for, themore sign-upsyou get!If you don’trent or swapyour names,say so!Post an archiveof all backissuesE-Zine TitleBenefit & Offers25
EMAILLIST SWAP26
EMAIL27
TOP REASONS FOR OPENINGThe organization it is fromThe subject lineThe offerThe first few lines of the body of the emailDon’t open or do not receive emails frombusiness/nonprofitExpected length/size of email0%10%20%30%40%50%60% Understand why your users open your emails Sender subject the offier (!) More details in following slides Source: cmbconsumerpulse, 2012 report (socialquickstarter.com)How to Build Your Prospect Base with The Agora Model28
CLICK THROUGH RATES (CTR)Varies extremely widely depending on the following factors: Freshness of the names on the list Extent of relationship between list members and personality sending the e-mailExtent to which the list has received similar offers before (burnout) Extent of the copywriting/offer prowess of the sender The balance between what’s shown in the e-mail and what’s left behind the curtainHow targeted the list topic is Ranges from less than 1% CTR to as high as 27% plusTheStreet.com list of 2 million had click through rates of up to 5% Niche markets with much smaller, more highly targeted lists average about 12% Newsletter articles sent to your house list – 6-10%Free offers sent to your house list – 6-10% Sales offers to your house list – 3-5% Anything sent to 3rd party lists – 0-2%¹29
4 STEPS TO WRITING STRONGERSOLO E-MAIL MARKETING MESSAGESMatt Furey writes a simple e-mail messages to his list each day. It takes him about 20minutes, and he averages 10,000 in sales per e-mail.What’s his e-mail copywriting secret?1. Brevity – messages are 500 words or less.2. Intimacy – matt makes his messages feel like they are personally addressed to thereader.3. Informality – he creates a bond with his readers by writing like he speaks andusing slang that his readers recognize as their mutual language.4. Pace – Matt varies the pace of his writing so you never feel like it is slowing down.It’s always rushing forward and fun to read.Source: AWAI, 3/15/07How to Build Your Prospect Base with The Agora Model30
ADS IN E-ZINES WORK!31
THE E-ZINE CLOSE“Soft Sell” sales pitchgenerates leads andbusinessMasthead with allcontact informationHow to Build Your Prospect Base with The Agora Model32
INCREASE RESPONSEWITH A SPECIAL OFFER12 readers asked to take advantage, and we did 3.How to Build Your Prospect Base with The Agora Model33
TO GENERATE TONS OF LEADS,PUT FREE OFFERS IN YOUR E-ZINESThis Generated 200 Leads in 48 Hours!How to Build Your Prospect Base with The Agora Model34
DIRECT MAIL35
PROBLEM / SOLUTIONHow to Build Your Prospect Base with The Agora Model36
BE DIRECTHow to Build Your Prospect Base with The Agora Model37
GIVE TALKS(The “Green Sheet Method”)How to Build Your Prospect Base with The Agora Model38
WRITE ARTICLES& COLUMNSTRADE YOURCONTENT FORAD SPACE!How to Build Your Prospect Base with The Agora Model39
MOTIVATING SEQUENCE Attention Problem Solution Proof ActionHow to Build Your Prospect Base with The Agora Model40
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CREATE A LEAD MACHINEHow to Build Your Prospect Base with The Agora Model42
Lead Conversion Rate30%PERSISTENTFOLLOW-UP1. Contact managed20%Follow-up2. Automated online3. Clippings10%NoFollow-upHow to Build Your Prospect Base with The Agora Model43
HOW TO PROFIT FROM LINKEDINAccording to social media CONSULTANT Paul Gillin, here’s whatyou should be doing on LinkedIn:1. Make sure your LinkedIn Profile is up to date and tagged withthe right key words.2. Answer two questions in LinkedIn Groups or Answers every day.3. Contact current and past colleagues an ask them to write recommendationfor you – then return the favor.4. Send a connection request to any current or past contact which mighthave value to you.For more tips on how to market yourself with LinkedIn,please visit www.marketinglinked.comSource: BtoB, 5/14/12 p. 6How to Build Your Prospect Base with The Agora Model44
HOW TO PROMOTE YOURSELFON FACEBOOK1. Customize your page tabs to be relevant for your business2. Use Video and Events tabs to promote yourself. Speak at local libraries, businesses, ornetworking events or host a writing workshop. Post the event in an “Event” tab; then postthe video of your presentation in your “Video” tab.3. Run a contest using a “Contest” tab or pin-to-top post to keep it readily accessible for the durationof the contest. Be sure to check Facebook’s rules for contests since Facebook can remove yourpage if you violate the rules.4. Create a “Free Report” tab and give away a free white paper or report that would be valuable toyour fans or target audience.5. “Like” your clients’ and fans’ business Pages and share their good news on your page.6. Ask your clients for a Recommendation (not just a “Like”) on Facebook.7. Ask Questions, take Polls, and conduct Surveys, especially if they suggest that the reader needsyou. It will invite comments instead of just “likes”, increase engagement, and provide you withanswers as to what your fans want.How to Build Your Prospect Base with The Agora Model45
MORE MARKETING METHODS Press Releases Panels Reports Round Tables Booklets Networking E-books Membership in ProfessionalOrganizations Referrals Letters to the Editor Teaching Audios Advertising Committees Social Media VideosHow to Build Your Prospect Base with The Agora Model46
Thank YouPlease JoinUs forfuturewebinarsShare/TweetBob BlyCopywriter, Internet strategistPhone: (201) 505-9451Subscribe to Bob’s“Direct Response e.com/get- ‐started(408)834- g
“If I don’t have an email list, how do I build my list in the first place?” How to Build Your Prospect Base with The Agora Model 7 . THE AGORA (“ORGANIC”) MODEL “Marketers will have to enter that emerging inner circle of trusted companies from whom people are willing to keep reading e-mails.” – QurisInc. Survey, reported in DM News (10/16/03) The Inner Circle and the .
