Lead Generation Systems
I'm Elaya Williams. I am a business systems strategist. I help people get systems and processes in place that help them organize their businesses.
And the offer I'm working on is a program called System School, that I'm relaunching.
Okay and what do you do in System School, other than the obvious? (laughs)
I walk participants through the five essential systems they need in their business.
Okay! Five essential. What are the five essential systems?
Calendar or planner of some sort.
Financial system. Marketing systems. Projects and task management.
The reason I ask is that might help us later on.
Okay so tell me about let's go through your customer awareness spectrum first. Tell me about the solution aware customer. What are they really thinking about when they're thinking about employing, implementing systems in their business?
So solutions aware, just to confirm, that would kind of be the person who already knows about systems...
school or knows that there is something out there.
They know that they need to have more systems in their business.
Okay. That person is most likely trying to figure out the most cost effective and time effective way of getting it done.
So cost effective, you said cost effective and time effective? Alright.
Usually they're at a point where they're feeling overwhelmed and so they're ready to make a change. There's either something big coming up. Or they feel like they've made some sort of big mistake and they don't wanna repeat it. And so they wanna fix the problem, but may not always have a huge budget to use to get that done.
Beautiful love it! What is the problem aware customer aware of? They don't know about systems or they haven't gotten their brain to that point yet, but the know they've got a serious problem, what is the serious problem?
They're overwhelmed, they're doing too many things and they're spending more time on the back end of their business and less time on the stuff that makes the money and why they got into business in the first place.
Wasting time, not spending their time the way they want to. Time the way. Alright. And then the unaware customer. What is the itch that they have?
I think it's just a general sense of overwhelm and feeling all over the place.
They don't know if they're doing it right and they don't know what it is.
Okay I like that.
I hear that a lot, like I feel like I'm all over the place, I'm not sure what I'm supposed to be doing, but this doesn't feel right. It doesn't feel like it's supposed to be this way.
So it's sort of like a low-level,
Anxiety. Unease. Okay great. I would also venture to say that there's probably you know, you mentioned a big mistake or a big problem, I think that probably also carries over to unaware. Like a client falls of the face of the Earth, and they can't get paid. Or they botch a process. They just can't get their podcast out every week. And they don't know why, but it happens all the time. They just can't do it. So, but it's those little things that kind of feel almost like things are falling apart.
Can't get ahead. Okay great. So, if where we need them to be when they're solution aware, is that they are, they know they need to implement systems and they know they need to do it as efficiently and as effectively as possible. And problem aware is they realize they're doing too many things, they're wasting time, they're not spending the time they have in the way they want to, they don't have a clear way to make things more efficient, more effective. And then unaware is that general feeling of overwhelm and anxiety. Things are falling apart, things are falling by the wayside. That gives us a pretty good idea of the journey we need to take people on. What have you done for Lee Generation for this course in the past?
I created a free guide and that triggered a three-email funnel kind of thing.
There was a webinar. And I think that's it for this program this time.
Alright what was the free guide about?
Streamlining your business.
Okay. Okay and what was the webinar about?
It was covering the highlights of the five essential systems.
Ah, okay. So I would say, there's lots of different options. And let's also just make that clear, there's no one right option here. Both things that you tried sound like they're really great. One caveat on the webinar, is that I prefer, and I think it's much more effective, that instead of giving an overview of kind of a program like that in a webinar setting, that you drill down into one piece. And so you might look at, say the process and task management piece here, and give people three easy steps to a process that runs itself. And so that may not be the whole process and task management module of this program, section of this program, but it gives them one way to clearly say, if you've got a podcast, or you've got a blog post that needs to go out every week, here's how it needs to be organized. Here's how to set it up in Asana. Here's how to set it up in Trello. So that you're sure each piece of it gets done every single week. Because then you can show them that's time effective, that's cost effective, it doesn't have to cost you anything to use those tools, it doesn't have to take a lot of time to set it up. Maybe you almost do it like a demonstration so they're doing it alongside of you. And then you say oh, well if you liked that, if you liked that one bit of process management, I've got more where that came from. Not only that, I have four other essential systems you need to build into your business, and each one of them is just as cost effective and time effective as that first one that we chose. When you do that, you're gonna feel less overwhelmed, you're gonna feel less anxiety, you're gonna feel like fewer things are falling apart or falling by the wayside. Does that make sense?
Yeah. I think that's a great idea.
Yeah, just I love drilling down like that because again, it's hard to make a real promise when you say I'm gonna show you overall the five essential systems. Okay great I've learned a new piece of knowledge, but I can't do anything with it yet. When you give something, in this case, when you give people something they can actually take action on, they've made a change that now feels super valuable and it means they're way more open to the product as a whole. Now they don't just know what the solution is, they've actually implemented a piece of that solution. And when people implement a piece of the solution, it's kind of like a drug.
Yeah they feel good. They got something. Now they want more.
They feel real good. (laughs) Right and they want more. So that I think would be a really fantastic way to move into lead gen, or to really capture highly targeted leads. Not everyone is gonna love that idea, those people weren't gonna buy in the first place. And frankly selling systems, as you probably already know, is difficult. It's not sexy, right? As sexy as we want to make systems, they don't feel sexy to the average person.
But when you give them that little hit, that high of actually completely something and realizing hey it didn't take so long. Hey it didn't cost me anything. That, is sexy.
Then they really do get hooked.
Yeah they really really do get hooked. So let's talk about some other ways you could do exactly the same thing. I love the free guide idea. I have a feeling that you could take that webinar and turn that also into a free guide too. So here's a series of screenshots of how you set up a podcast or a blog post or some, it could be any weekly task. Here's how you set up a weekly task template in Asana or Trello so that it never fails to get executed again. So you never drop the ball again. In fact, that would make a great headline! Never drop the ball again!
Yeah that's pretty great.
Your weekly tasks or whatever it might be, okay? So you could use that for your lead generation, you could use that for your sales page, but that's sort of the, and we're gonna talk in just a second about creating a story out of your whole campaign. Not dropping the ball, that's something we can all resonate with right? I know I resonate with that, I drop the ball all the time! And I have great systems! Always need more.
You only drop the ball on the things you don't have systems for.
I know this. So that might actually be the arch of your whole campaign, where you talk in blog posts and Facebook lives and Instagram about not dropping the ball. Or here's a case when I dropped the ball a few years ago and then I developed this system and now that doesn't happen anymore and I can show you how to do the same thing, in fact I'm doing it next Wednesday in this webinar. And so you take people from, oo you feel like you're dropping the ball, unaware, to the problem is that you don't have a system for that, so you educate them on that. And then you say hey, I'm gonna show you how to implement a particular system, so that for every weekly task you have, you never drop the ball again. The things that need to get done every week, actually get done every week. You have the confidence to know, in fact you could hand it off to somebody else, if you needed to.
That's the goal.
Beautiful! So now you've got the whole story, and then you can present them with if that felt good, if you liked that, I've got more where that came from.
Yeah I love that.
Cool! Yeah and so I would actually see how many different ways can you turn that idea of sharing one weekly process into a lead generation piece. So it could be a webinar, so anytime you're doing an active campaign around Systems School, you do a webinar. If you also have this program so that it runs automated, you do a free guide, you have that free guide to that one system, you take them through the email automation just like you were saying and then you present the offer to them. And you create that automated campaign. But we could do this in other ways too. Maybe you have a quiz, that gets them to identify which system they need to implement next.
Yeah I've been wanting to implement quizzes, but I'm like what kind of systems quiz is anyone gonna wanna take? (laughs) You know, I just feel like it would make, and maybe I'm viewing it the wrong way, but I feel like it would make people think oh great I'm taking a quiz about systems so I can know how much I suck at this. So I've been trying to think of how to make a quiz that's fun or that people would wanna take, like it would give them some kind of real, I don't know.
Yeah, I mean (sigh). I think sometimes we over over emphasize making things fun. When sometimes people just want a solution.
And so I mean that could be an interesting way to take people who are on your list and are sort of problem aware, or vaguely solution aware, and actually get them clear on the particular solution that they need, and so still moving them then in the direction of being product aware. Yeah so I would just try and see. Like take this one idea and how many different ways could you play with that? Do a demo, do a webinar, do a free guide, do a free course, where you just walk people through that one little thing, give them that hit of the solution that they're really looking for, and then present the whole course to them.
Cool? Alright I'm gonna leave you right there and we're gonna keep going. But first, any questions about lead generation?
What do you think about using a very small price, like digital, yeah, small price digital item for a lead generation. For example if I have my quiz, that leads to three different buckets, then I have a small, four to seven dollar digital item after that. What do you think about that?
A trip wire, if you will. I have mixed feelings on trip wires. I think they make a lot of sense in some arenas, in a lot of other arenas that many of you operate in, I don't think they make a lot of sense. So what are you, what kind of offer are you considering a trip wire for?
So it would be something like, my three outcomes are like what type of eater are you? A punisher, a soother, or a multi-tasker? And so they have their results, and it would be something, this is just something that's come to mind now, so I haven't brainstormed too much, but it would be something to help them with whatever their eating habit is. It would be really more educational because a lot of these people are unaware and it would be more educational to get them to understand the habits that they're doing that they think are good, aren't actually good.
Okay and then what would you be selling them after the trip wire?
I'm concentrating on my one-on-one program, but I also have a smaller digital 30-day program.
Okay if it's a smaller digital 30-day program, I think a trip wire, for your kind of business does make sense. Those are cautious buyers who aren't, they're not looking at, this is an investment that I'm making in me. Eventually they might get there, but they're looking at this as something that I'm kind of just exploring and that, maybe they don't have a ton of faith in their own ability to even execute on a particular plan. So asking them to invest $7, $10, $15, that's a great idea and then you can present that other smaller offer. If instead you have a business that is like I'm selling a $5,000 coaching package or I'm selling a $10,000 coaching package, a trip wire for $7 makes no sense. The kind of customer who's gonna buy a $10,000 program is very likely not the same customer who's gonna buy a $7 trip wire. And so you're kinda setting yourself up for failure if you're focusing on that trip wire offer as opposed to that last offer. So start with the last offer, and then back up and ask yourself what does it make sense, if I'm going to sell my lead generation piece, which is a great, there's nothing wrong with that, that's awesome. But make sure that price makes sense in the scheme of things. Make sure that's actually an offer that that customer for that end-offer would actually buy. That they're in that head space. Yeah. So that's my opinion on that. It's a very big it depends. But that was a good example of something where I think it would work.
My question is just a followup to that. What would be the benefit of charging $ versus using that to get their email address?
Yeah so I'm assuming the quiz itself she's getting the email address from, and then following up with this offer. There are a few benefits to that. And the data on this is a little bit mixed, but the thinking is, that when you ask someone to pay for something, they are upping their investment in your brand and they're actually more likely to buy something larger later on. It does start to break down, depending on how large that later thing is that you want them to buy. The other thing that's happening there, is that you may be able to actually pay for advertising to increase the number of leads who are initially taking that quiz. So you can create a campaign that pays for itself, and that you actually make profit from the back end offer on. That's kind of an advanced maneuver. (laughs) Make sense?
[Purple Hair Woman] Yes thank you.
Cool, any other questions about lead generation? Yeah, Lisa.
So I'm curious to know about how many marketing tactics, not tactics, but things that you use. Like you talked about a webinar and then a guide. And I know that this is up to everyone but if you wanted to stay fairly simple, 'cause it can take a week to write a challenge, and make it really good, if it's like a five-day or 10-day email right? So it's time consuming. So how much do you think you need to, maybe you're gonna talk about numbers later.
I am gonna talk about numbers later.
So just maybe like a simplified, if you're trying to sell 10 seats or five seats or 15 or maybe something like that. How many things can you do for the same thing, and then how do you run them in different places so the same people aren't seeing them all? And I guess I've got a few, a pack of questions here.
I would highly recommend focusing on one thing.
So when I said, think about as many different options here as possible, I'm really thinking about options.
And even when I said about the difference between doing a webinar versus doing a free guide, that's actually two different campaigns, right? One is an active campaign, where maybe she's got affiliates involved, or she's just putting a big push behind it. The other one is an automated campaign, and it's separate and it's gonna look a little bit different. It might utilize a lot of the same assets, a lot of the same stories, but it's gonna, that's a separate campaign. So I would say unless you've got a nice-sized team behind you, and you really enjoy marketing, like maybe even more than I do, you probably wanna stick to one lead generation piece because it's gonna be a lot easier to keep track of the journey that you're taking people on.
So focusing on getting people, say in the webinar to get the guide.
And then one other followup that's really helpful is just would you just do one webinar, probably?
Oh okay so that's a great question. No, so if you're going to, if you're looking to really maximize the number of leads you get and the number of eyeballs on your offer, instead of doing a webinar and a this and a that, and the other thing, I would do two, three, four webinars. The same webinar, not a series.
Just the same, different campaign to get people re-watching it.
Yeah exactly, exactly. Or even just hey there's more times. Because you know I mentioned when someone actually shows up for a webinar, that's an even better lead. Not just signing up, but showing up.
So three live ones on the same topic.
Yeah, then you're going to maximize the number of people who actually show up live. That maximizes your actual number of prospects for that offer. Make sense?
Yes thank you.
What I did?
I did it a little differently this time, so that's what I did. My landing page was for the free guide and I only offered the webinar to the people who already had the free guide, so they'd have a base level of knowledge. This was the first time I did it that way. Usually I market my webinars out there. But I set up three dates in advance, so I knew exactly when they'd be. It was the exact same webinar, and it was only offered to people who had that guide, and it made them feel special, because on the webinar I also said, this is just for you guys because you took this action. And so then I'm able to track okay they were interested enough to get the guide, and register for the webinar, and these people showed up, and so I'm able to track those leads the whole way through the process.
Yeah so you know exactly what they know, what's on their mind at any given time. Brilliant example. Thank you. So then the question becomes, and Lisa started to elude to this as well, how do you get eyeballs on your lead generation offer? It's not just enough to have a webinar, you gotta actually have people come, right? It's not enough to write the free quiz, you actually have to have people take it.