Lead Generation Mastery: 20 Proven Strategies to Generate High-Quality Leads in B2B and B2C

1. Welcome to the Class: If you're watching this video, you probably are an entrepreneur, marketer or business owner and you know how important lead generation is. It's crucial. The problem with lead generation is that most businesses, they don't have a strategy. They build the product and they hope someone is going to buy. Well. Hope is not a strategy. Having a good product and running some ads is not enough. What you need is a steady flow of high-quality leads. You need to build a process. Ciao, My name is rough and in the last 15 years, I've been helping companies and freelancers grow their businesses through data-driven experimentation and lateral thinking. I've had the opportunity to work with huge brands like Vodafone, HP, Microsoft, PNG, and many more. In this course, I'm gonna show you 20 effective tactics for generating high-quality leads for your business, both in B2B and B2C, some of the tactics are better suited for B2B companies. Some of them are perfect for B2C and some of them can be used both in B2B and B2C markets. And for each one, I will show you some real-world example, suggests you some useful tools that you can use to improve your strategy and give you some tips and tricks based on my personal experience with my clients. By the end of the course, you are going to have a solid lead generation strategy that you can use right away to start growing your business. And if all of these sounds good to you, I'll see you inside. I just want to say that you can download some extra content related to this course. Just go to geico dot link slash LGM and you will have access to the list of tools of this course, the list of examples, and also a checklist with all the 20 tactics. 2. The Project: I'm super excited that you decided to watch this course. Thanks for trust. Let's talk for a moment about the class project. As a student of this course, you are part of a community of entrepreneurs, marketers, and business owners who are all working towards the common goal of generating leads, grow their businesses. I'd love to hear about the lead generation tactics that you are currently using and how they're working for you. Sharing your experience with the others is going to give you a different perspective on how to improve your own elimination strategy. The class project is quite easy once you have picked one of the tactics that I'll show you in a moment. Share with us a link or a document, show us what you are doing. I give you a couple of examples. Let's say that you decide to go with eBooks, a classic, I love it. Well, you can share with us the link or the PDF that you are using to generate leads. Or if you're working with webinar's to attract leads, it's great in B2B markets. Well, you can share with us the landing page of the webinar. I know it can be hard if this is the first time with lead generation. So no pressure, no pressure at all. Share something when you're ready. And if you're not taking a look to the other projects to have some inspiration for you. Now, let's get to work. 3. A Few Important Things: Before diving into the tactics, I'd like to address a few important things with you. First of all, what is lead generation? Lead generation is the process of identifying and cultivating potential customers for our business, product or service. The goal of lead generation is to be the pipeline of potential customers that can be nurtured and eventually converted into paying customers. We have a lead. When we have an email or phone number or some content information, this is important to understand, and it's also important to understand that lead is not a prospect. There are two different things. Most businesses don't know the difference between a lead prospect and they use both words to address a late, well, I'll lead is a person or an organization that can become a potential customer into the future. A potential customer, this lead, maybe not ready yet to make a purchase. That's why we have to nurture it. On the other hand, a prospect is a lead that has been qualified as a good fit for our business. It means that this person or this organization is becoming a customer very soon. And also people visiting our website, they are not leads all the awareness traffic on the website, e.g. it's just that it's traffic, visitors, strangers. We can call someone a lead if we have our contact information so we can contact them somehow. And also if we can identify them. So if you get 100 visitors on your website and three of them give you an email where you got three leads, not 100 leads. So let's recap. We have v0 stores, then we have leads, then we have prospects. There are three different things. And today we're going to talk about lids and there is something else that I really want to stress. Please remember that on the other side, there are people, human being. I'm saying that because when we start talking about leads and prospects and emails, sometimes we just forget that I know I'm an entrepreneur. We just forget it on the other side of our tactics and strategies, there are actual people and please keep that in mind the whole time during this course, we are talking to people. And I believe the best marketing strategy is to never forget that if you keep in mind that on the other side, there are people. So your customers or potential customers or people. You will also remember they have goals, they have problems, they are hinders, their pains, difficulties, and so on, so forth. Our goal as entrepreneurs and marketers is to help them achieve their goals or help them solve the problems. If you keep that in mind, I'm sure that your lead generation strategy is gonna be wholesome. And as I said in introduction, I'm gonna show you 20 different lead generation tactics before starting with the first one. There are four important factors that I want to talk about. They are important to know before choosing one of the tactics that I'm going to show you for your lead generation strategy. The first factor is segments. So some of the tactics that I'm going to show you are perfect for some users and some of that are perfect for other users. And in each video, I'm going to tell you when you should use this tactic for B2B or B2C or for both B2B and B2C. Number two is channel's. Not all the tactics work well on all the channels. Number three is timing. Some of the tactics are quite easy to implement, and some of them are more, let's say complex. It means that you need more time, you need more skills in the more money. And that's quite important to consider every time you have to pick one last one. Number four is the user journey. Some tactics are perfect for some step of the funnel. So in each video, I'm going to tell you if this tactic is good for top of the funnel, middle of the funnel, or bottom of the file. I'll see you in the next video. 4. Tactic #1: Ebook: So here we are in lead generation mastery. Just wanted to show you the list of the tactics that we're going to see in this course. As I said before, there are different tactics that you can use to generate leads. And you can also download these checklists. Guide or dot link slash LGM. You'll find this list and also a few other things to download that are quite useful actually, for each one of these tactics, I'm going to tell you if they are better in B2B markets or in B2C markets. I'm going to give you a real life example, some tips and tricks. And I'm also going to tell you if it's better to use that topic in top of the funnel situation, middle of the funnel situation or bottom of the funnel situation. But what does it mean? I'm just going to be super quick and this basically it's the customer journey, the user journey in this case because they are not paying yet. So if they are in the awareness stage, so the beginning of this journey, I suggest you to use some of the top of the funnel tactics that I'm going to show you. If they are a little more further in the process, you can use some middle of the funnel tactics. So if they are in their consideration stage, and lastly, if they are really, really close to become customers. So if they are in the bottom of the funnel, the decision stage, you can use some of the tactics that I'll tell you. There are great in bottom bottom of the funnel situation. So let's start with the first one, e-books. And I would say that e-books are somehow a classic of the lead generation process. Actually for some companies, e-books are the maybe the only way, the only channel, the only tactic that they use to generate leads. But as you will see in this course, we have so many more option to do that. It can be used in both B2B and B2C markets, and that's quite gray. And I suggest you to use it in a middle of the funnel situation. So not in the awareness stage. It is one of the most common tactics. Maybe one of the reason is because it's quite easy to create an eBook. Especially in these days with the tools that we have that you can use. Usually an e-book is used to provide valuable information to your potential customer. And it also it's great to establish yourself, so your company or yourself as a person, if you're a freelancer, as a thought leader in your industry. One of the best examples out there of companies that use eBooks to generate leads. It's probably HubSpot. I don't know if you know HubSpot as a company, they are probably one of the most important marketing automation tool out there. If you go on their website. As you can see from the screenshot here, there is a page where you can find 75 different e-books. That's crazy. And as you can see from the slide here, they are also organized into topics and content type. This is really great. You can download the list of examples as well at the same league. So geico dot link slash LGM, there is the list of tools that you are going to see, the list of examples that we're going to see and also the list of the 20. I'm gonna give you some tips and tools for each one of them. So let's start with the first one, eBook, the most important thing is that your e-book must be reaching useful and valuable information. I'm going to say this again because it's really, really important. Your e-book must be reaching useful and valuable information. Why I'm saying that? What? I'm stressing this so much because I download a lot of e-books sometimes. Because I just want to read them. Sometimes because I just want to check it out. I want to see what the competitors are doing. And I can tell you that most of the time they're quite useless. I mean, the quality is really bad. There is no useful information inside. The content is old, and so on and so forth. Please don't underestimate the design. You can do an e-book with Word or Google Docs. But nowadays we have nice tools to do also great things. Even if you are not a graphic designer, if you don't know how to do cool things with design. But the design is important because it impacts the user's perception of the content, but your brand as well. So if this is the first touch point between you and the user, it's really important to give a good first impression. If you have no idea of what the content is gonna be, a smart thing that you can do is go into your analytics, check the first top three blog posts and make an e-book from them. Why? I'm saying that? Because if they are the top three blogposts, there is a reason. It means that it's interesting and important and useful for your audience. So if you're going to build an eBook starting from that, you are going to be sure that e-book is useful and important and cool for your audience. What about the tools? So there are a lot of great tools out there that allow you to create an eBook, even if you are not a graphic designer. Three of them that I decided to put here in this discourse. One is Canva. Canva is probably the most famous one and also it's my favorite. You can, basically everything with Canva, presentation, e-book. I don't know, social media, content and whatever. But if you want something more, let's say specific, you should try designer and Beacon, as I said before, don't worry about the links. You can download the list of tools with the links inside. They are quite great because they allow you to do a lot of different things. E.g. you can put inside the tool one link of your best blog posts and they generate automatically the PDF from that. Then you can pick one of the templates that you like. Just choose the colors and fonts and these kind of things. And then you get the PDF, just read a couple of clicks, and that's quite cool. 5. Tactic #2: Contest: Tactic number two is contest. And basically, it means that you have to organize a contest where your users need to sign up. This can be used in, especially in the B2C markets. I mean, I've seen in the past some B2B companies doing that, But I strongly suggest you to do that in B2C market. It depends from the B2B where you are and also it depends a lot from the price. That's probably one of the most important thing. When you are building a contest, the price must be relevant to the target audience. It means that b needs to be something cool, something useful, something important for them. And it's quiet, let's say top of the funnel. It means that you can use these inner awareness stage. So it means that probably this is the first touch point between your potential customers and your brand, your product, your service, and this is good but also bad. Why? I'm saying that? Because the follow-up phrase is crucial when you're going as a contest, you attract a lot of people. They are there because of the price. So once the contest is over, you don't really know if they are actual, actually interested in what you are providing your service, your product or whatever. So that's why the Follow-up is important, is really, really important. You have to nurture them if you want to transform them in customers in the near future. And also, this is quite expensive. So in this course, we're going to see a lot of different topics. Some of them are really cheap and also easy to implement. Some of them are hard to implement and also quite expensive. This one is probably one of the most expensive one. So be careful with that. One of the greatest examples I've seen in the last couple of years, someone doing a contest is up. And this one was, was quite crazy, actually. Up. So more is a company. They sell software in a lifetime deal. So it means that you don't have to pay each month or annual base for a subscription, but you just pay once for the software. So if you denote the platform, give it a look. It's quite cool. But anyway, let's talk about the contest. They do this contest every year. We'd crazy prices. And there was one year, I think it was last year where one of the price was a Tesla. I'm actual Tesla car. It was the one owned by the founder of Noah Kagan. As you can see from the screenshot, every year when they started a contest, they put a lot of prizes. Sometimes they offer money, sometimes they offer free software. Sometimes they offer like a general merchandising. Sometimes they offer crazy thing like Tesla and so on, so forth. So that's why I told you before, the price is probably the most important thing. If you want to organize a contest as a lead generation strategy, the tricky part is the legal part. So you had to clearly communicate the terms and conditions of the contest, but I strongly suggest you to double-check it with your legal team. I mean, double-check it if you can actually do a contract. Because the low is quite different from country to country. So it depends where you're from. In the US, in the UK, e.g. in Italy, where I come from is quite hard to organize a contest is also quite expensive, just saying that. But anyway, the most important question when you organize a contest, as I said before, is what can be useful from a user. So let's think about you as a company. With your product, your service, your brand, your track record with your assets. What can you offer that for free in order to attract them? Dislike, you are building a relationship with them. So this is the beginning of this relationship. What can you offer with something useful that you have, that you can offer that if you answered this question, you will know what the price could be. The prototype here is that if you add that referral program, you can make it viral so they can sign up to when the price, but they can also share it on social media to get more chances. Or they can invite friends to get more points and improve their chances to win the price. That's what does every year e.g. and it's quite huge tools. So there are a lot of tools to organize content. In this list, you will find short stock, virus whip or ruffled press. They are quite different between them. In sometimes. Some of these tools are also quite expensive. It depends what kind of content you want to organize, the mechanics of the contest if you need extra features like the referral program, e.g. ruffle press is probably the easiest solution if you want to start the width with a contest because it's a WordPress plugin. They used to have also free plan in the past. I don't think they have it anymore. But anyway, check them out. I pick the one that is right for you and for your needs. 6. Tactic #3: Email Course: The third one is e-mail course. And I'm gonna say, this is one of my favorite topics for lead generation. It can be used both in B2B markets and B2C markets. And I suggest you to use it as a middle of the final tactic. So let's say not in an awareness stage, what's an e-mail course? Basically, what you do is that you build a course. Our series of lessons that are delivered via e-mail to subscribers over a period of time. So instead of giving everything all in once, you have e.g. seven different emails, you know, that last for a week or let's say you have 30 different emails for a month and every single email in every single e-mail you sent them. Part of the course. This is perfect for entry-level topics. So if you want to teach them something that it's not really complex, and it's also great because you can repurpose old content, such as e-books, blog post, webinars, and cetera. And I'm gonna say this a lot during this course. I'm a huge fan of neural, reuse your content and repurpose your content. So this one is a great example if you want to report your content, let's say that you had liked it enough. A 1 h webinar about email marketing. Well, you can extract from them ten emails with the most important part of the webinar. And then you can make an email course for free. And people have to sign up if they want to get the course. And also this one is quite easy and cheap to create. One of the best example for me is a Weber. Weber is email marketing tool. And as you can see from the screenshot here, they offer free email marketing course. It lasts for 30 days. So you have like 30 emails month, basically where you get one team about email marketing every single day. And if you think about it, the most important part here is that the course is not about the product, is about the topic, about the industry. So if you are someone that for some reason is interested in email marketing, you sign up to this free course. But if you're interested in email marketing, you are probably looking for an e-mail marketing software, and that's where the relationship begins. So you start as a free user and then in the future, maybe you're going to buy a Weber as e-mail marketing software for your company or your business, tips and tools. The first tip that I want to tell you is that every email should be short and with the focus on one main takeaway, I use this tactic as well for lead generation. And I tried to keep the email very, very short. Let's say two, 3 min for each e-mail. You don't want them to spend 25 min reading your email every single day for a month. That's a lot. And also, I strongly suggest you to them be to wait at least a couple of days between every single email? It depends. Of course, it depends from the kind of content that you're gonna give them. It depends from how how many days lost the whole email course. So is it a week, a month, a year, or a couple of days? It depends. I have two of these. One is free and these four month and one is paid for a year. So you can play around a lot with this tactic. A pro tip here is that you cannot quizzes and exercises if you want to make it more engaging. E.g. you cannot links in email where they can go on a website, then do a small quiz, or you can ask them to reply to some emails, to tell you some information, or reply to a question and something else and regarding the tools, so there are a lot of email marketing tools out there. I'm a huge fan of active campaign, but it's quite expensive. It's one of the professional ones, so it depends in what kind of business are you, How big is your company and how much you want to spend for that. That's basically he had a two alternatives are MailChimp and sandbox. They are both quite easy to use. They don't have a lot of Fisher. And there are also, let's say, less expensive than active campaign and these kind of professional software for email marketing, it depends. Most tools also have extra features like automations, landing pages, forms, a lot of things that you maybe are not going to use. If you want to just send emails, basically, like a newsletter or an e-mail course is something that you can use mail chimp, you can use sand falls in MailChimp also has a free plan with some limitations of course, but it's a good starting point. 7. Tactic #4: Whitepaper: The fourth lead generation topic that I'm going to show you today is white paper. So what's a whitepaper? Basically, what paper we could say that it's an in-depth report on a specific topic or problem in your industry. That's why it's something that you usually use in B2B market and it's kind of middle of the final. So I wouldn't use it in an awareness stage. It's something really technical, complex. So let's say middle of the funnel. Yeah, it's kind of an ebook with superpowers. Why? With superpowers? Because usually is it's full of data, examples, case studies, charts, trends, and it's probably one of the best educational resources out there for the B2B markets. One of the best examples out there about companies using white papers for lead generation is probably Tableau. Tableau is one of the most important business intelligence tool. And they offer a lot of extra content on their website to generally. And if you check it out, you will see that there is a whole section dedicated to white papers where people in the industry can download white papers about dashboards and data visualization, big data, data analysis and so on, so forth. Let's move to tips and tools. The first one is that in that doesn't mean boring. So of course it's something complex, full of data. It's for B2B markets. But doesn't mean that he has to be boring. It depends how you should information. It depends how you organize the information. And also, the most important thing is always, it depends if you know your audience. So if you know who your customer is, if you know what they're looking for and once useful for them, what's important for them? You can create a nice white paper, a useful whiteboard. And don't forget to add call to actions inside your wet paper. I mean, this is always important. So also in your e-books and other kinds of content, It's always important what call-to-action. And if you have more than one white paper or e-book, I strongly suggest you to connect them, to link there. So you can put a link in one of them, in that links to an add one. Or you can say, as we showed in this e-book, in this white paper and so on, so forth and on regarding the tool. So of course, you can do it with Canva, you know, as, as I said at the beginning of this course with Canva, you can do a lot of things. It's really powerful. So most of the tactics that we will see today, you can create content with Canva. But if you're looking for something more, let's say advanced professional, there are two tools that you should check out, and one is the SMA and the other one is Ben gauge. There are professional tools to create dashboards, to create infographics. So if you are building, if you are creating on what paper with a lot of data, where you show a lot of data. Charts, with infographics, with dashboards. Maybe these may or reengage are perfect for your needs. 8. Tactic #5: Content Upgrade: Next one is content upgrade. Not a lot of people know about content upgrade. Another lot of them use it. What does it mean? Basically, it's a way to allow users to unlock more in-depth content starting from another one, usually a simpler one. It's a great way if you want to mix two different tactics from this list, e.g. starting from a blog post and then moving them to an e-book. It can be used both for B2B companies and B2C companies. And it's top of the funnel so you can use it even if you are working on the awareness stage. Of course, the two pieces of content need to be closely related. So e.g. if I'm reading a blog post about the topic eight, you should show me an e-book about the topic a. And this is a great way to segment your audience as well. What do I mean by that? So let's say that you offer three different e-books on your website related to three different topics, maybe three different areas of your business. So if someone downloads the e-book, number one, you have this information and you can attach this information in your marketing software. Once you have this information, it's quite useful in the future when you have to send them email, customize content messages. If you have to be an offer or something like that. A great example of someone using content upgrade as a lead generation strategy is pipe dry. Pipe drive is a software that helps you to organize your work, your tasks, your team, your activity, your company, basically. And as you can see from this page here in the slide, this is a page where I'm reading an article on the blog and they show me a popup where I can download an eBook related to the same topic. So the blog post is on how to attract leads to improve the sales process. And in the same page as you can see, bottom-right, there is a popup telling me to download the guide to automate automating, lead generation. That's what I was talking about before, and some tips, some useful tips. The first one is that every time you create content, you should design the content with the idea in mind, with the goal of reusing it and repurposing it. It's not something that you do. Once you have the competent, I think this is something that you had to do when you are designing it. So if you're thinking, okay, I want to write an e-book on this topic, or I wanna do a blog post on this topic. Or I will now do a webinar on this topic. Let's start with the idea of what am I gonna do next? So can I extract some useful information and content from here and make something different? That's crucial when you build this kind of process. And usually what you do is that you start from a pillar content, so a big one, an important one. And then from there once you extract the relevant segments to build, to build, to create smaller pieces of content. And the checklists are probably one of my favorite kind of content upgrade. And you can see that because I'm using checklists as well in this course to do the same thing that I'm explaining to you right now. So I don't know if you remember, but if you go to geico dot slash LGM, you can download the checklist related to this course and tools. I don't have any tools to share with you on this one because it depends from the kind of content. So if you want to create an eBook, you can use those too. If you want to create a white paper, you can use those tools and so on and so forth. 9. Tactic #6: Newsletter: Number six is Newsletter. Probably newsletter is one of the most used tactic to generate leads. It's perfect both in B2B and B2C industries. And I will say that this kind of middle of the funnel, usually people sign up to newsletters when they kind of know the brand or the person. The thing about newsletter is that they are easy to implement, but they are quite hard to maintain. The easy part is to start to launch our newsletter. But then if you have to schedule like Gnome every week, every couple of weeks, every day, every month, etc. It's quite hard. That's the hard part to be consistent in the long run. Why? Because a good newsletter is 90 per cent useful information and ten per cent of your product. So the focus is on giving people useful and valuable information. It's not about telling them about your product or your service. It's not spamming. Nussbaum place a great example of a company using a newsletter to generate leads. I think that it's active campaign. As I said before, active campaign is the tool that I use for email marketing and automation marketing. It's one of the best on the market in my opinion. They also have our nice and useful newsletter about marketing, about digital marketing. And again, the focus here. So the focus of the newsletter, it's not about the product. The newsletter doesn't talk about active campaign as a software. They talk about the market, Their market. They area, their topic, that is digital marketing. So I can sign up for the newsletter even if I'm not interested in in the tool, even if I am another email marketing tool or marketing automation. Marketing automation tool. And that's the power of our newsletter. That's the mindset you should use when you launch and run and use later. So you have to offer value, you have to create value. You have to give them something useful, something important, something that they can actually use in our daily base. Sun, some tips and tricks for your newsletter. The first thing is that you need a consistent schedule and that's the hard part. As I said before, I know that because I've had a newsletter for more than ten years. I've seen a lot of friends and colleagues starting, starting super-excited about lunch chicken newsletter. And then they give up after a couple of months, they just give up because they don't they don't do it. They don't have time. I don't have idea ideas. They don't have a new contract or I don't know, they are focusing on something. So yeah, it's a long run again. But when you launch a newsletter, you have to communicate the benefits of subscribing to your newsletter. Why goes? People are kind of picky when it comes to their email inbox. So there are a lot of options nowadays. I'm not a nice and cool and useful alternatives. So the big question in my mind as a user is, why should I give you my email? Why another newsletter? What are you giving me? What's the point? What's the advantage for me? So that's why I said focused on that, on the benefits for the user. If you have segmented your audience before. As I showed you when we spoke about content upgrade, the great part is that now you have this information in your marketing software, active campaign, e.g. and you can use this information to send personalized newsletter. So you can say, oh, this is the guy that download an eBook. I don't know on influencer marketing. So now I can add a piece of newsletter that is only related to influencer marketing. Or you can say, this person here is interested in books. So I can add in email some suggestions of books, or they are like super nerds. They loved tools and I can add a list of tools and so on, so forth. Moving to tools, you can use any email marketing tool. So if you are already paying for something, used that one, otherwise, Mailchimp and send folks are quite cheap as I said before. Or you can go on sub stock. That is a plot for just for newsletter and it's totally free. So you can start with Substack. You can do a test and then you can decide if you want to go pro with a software. 10. Tactic #7: Webinar: And this is tactic number seven, webinars. This is one of the best one. I love it. I do a lot of webinars. So what is a webinar? Basically is an online, free online class where your users need to sign up. You can also have paid webinars. But in this case, since our goal is to generate leads, you are organized a free webinar, and webinars are grades. In B2B markets. You can do webinars in B2C as well. But I strongly suggest you to do webinars if you're working in a B2B company and again, one more time, a good webinar is 90 per cent useful information and ten per cent about your product. Don't respond me, please don't respond me, it just doesn't work. Don't do it. And I love webinar's because you can use the recording, the video that you get from the webinar to create more content in the future. I will say that this is quite middle of the funnel, so I wouldn't use it in an awareness stage. And one of the best example of companies, of a company using webinars to generate leads is middle. I love ***** is one of my top tools. Probably. Miro is, I would say is an online whiteboard where teams can work together even if they work remotely. So it's perfect life for brainstorming and sharing ideas, sharing ideas, diagrams, charts and so on, so forth. And if you check them out on the website, as you can see from the slide here, mirror has a whole section about webinars. They organize a lot of webinars and they teach our user base how to, how to use a whiteboard if you are a remote team. So like how to organize the information, how to share information, how to brainstorm, basically how to work. If you are a full remote company and I just love it, check it out. It's gonna be super inspiring. Some useful tips. If you want to organize a webinar to generate leads. Probably the most important thing is that a webinar is not a live stream. So if you are doing a YouTube Live, LinkedIn live a Facebook Live decimal, our webinar. For a webinar, you should use one of those tools like Webinar Jam, gold, Webinar, zoom. There are tons of tools out there. There's a huge difference. If you use one of those tool when people, if they are inside, let's say Zoom, they are there for the webinar. Just for the webinar, they are super focused on that, on the content. Otherwise, if you are just streaming on YouTube or Facebook on LinkedIn, they get super disrupted because they are in a social platform with things happening all around them. So that's why I strongly suggest you to use Webinar Jam, good Webinar, zoom or anything else. And also, these tools allow you to collect leads, send them e-mail, integration automation, and that's super powerful. You can do that with YouTube Live or Facebook Live or LinkedIn Live. It's going to be open to everyone, even without the registration program process. And also, if you are organized our webinar, what are some useful things that you can do? You can talk about your industry trends, e.g. problems. You can share. You can share a case study that's powerful. I mean, if you have like a big client, you want to share what you did with them. And also, a good idea is to invite an expert so you can do a session with an expert like, you know, our Q&A session, e.g. an interview, our panel or whatever, if you want to make it more appealing. 11. Tactic #8: Checklist: And the next one is checklist. When I told you about content upgrade, I also told you that checklists are my favorite kind of content upgrade. So what is our checklist basically? I mean, everyone knows what is a checklist. In this case, our checklist is a PDF file or something else. It can be a notion award, whatever. Usually it's a PDF file. When you put together everything that your users need to know on a topic. And e.g. if you downloaded e.g. if you go to goto dot link slash LGM, you will find the checklist about this course with all the 20 tactics. Just as a reminder for you, once you start doing lead generation. So why I love checklists? Probably the main reason is because checklists are easy to create, but also super easy to consume. I mean, there is really low commitment on checklists. That's why, I mean, if you download, let's say an e-book or a white paper, maybe I don't know, 40 pages, 50 pages. You really have to read 40 pages, 50 pages before understanding and feeling the value of that PDF. On the other side, if you download a checklist that usually is one to three pages stop. The commitment is really, really low. Checklists are used both in B2B markets and in B2C markets. I think you can do a checklist in every industry. I'm serious. Every industry, I mean, if you work in B2B, you can do a lot of nice checklist. But if you work in B2C, you can do checks this as well. You can do checklists in other node in the food market, in the design market, in the fitness market. And also, it's a great way to segment your audience. E.g. I. Use checks, checklists a lot to segment my audience. So let's say, did I send you an email with three different links for three different checklists. The first one is a checklist about e-mail marketing. The second one is a checklist about automation marketing. And the last one is a checklist about, I don't know, influencer marketing. So when you click the second one, I know for sure that you are super interested in automation marketing. And I put this information in my marketing software and I can customize my relationship with you, sending you personalized newsletter and content upgrades and products and services. So let's see an example of someone using checklists. Zero bounds, zero balance is a really nice tool. If you do e-mail marketing is gonna be super useful. They have these AI technology to check to validate an email. So it's really useful is if you want to increase your open rates and click rates, as you can see from the screenshot ear. This is a checklist called the 12 min email marketing checklists. So of course it's a checklist about email marketing. So once again, the checklist is not about the product, but it's about the market. It's a checklist with something useful and valuable for the users. And now some useful tips. The first one is that I strongly suggest you to start with this one. So at the end of this course, if you have no idea where to start from, go with checklists. It doesn't matter if you are a big company or small company. If you are a freelancer, if you're, if you work in B2B and B2C, It doesn't matter. Start with a checklist. It's super easy to create. I don't know, in 5 min, you can create one. And I can give you some ideas or list of steps, e.g. so ten steps to do that, five steps to achieve that, or a list of tasks. Or two of my favorite ones are list of tuples and lists of books. So if you love books and you know that your audience is really into books, you can just put the top ten books about an unknown topic a, and they can download it, or I don't know the top ten tools to do that. And this is exactly what I did with the checklist that you find in this course. If you download it, you can do it with, even with Google Docs. You can reward if you want. But of course, Canvas, as usual, is probably the best solution if you want to do something that is also really with a really nice design. If you are not, even if you're not a graphic designer and you don't have those skills. But there is also a checklist that is a tool designed to build checklists, so check it out. It can be also useful for you. The last tip is that if you have a blog, a good idea is to create a checklist for each category of the blog. So when you know that someone is reading a post in that category, you can suggest them to download the checklist regarding that category, these are great way of doing content upgrade and also segmenting your audience. 12. Tactic #9: Template: And number nine is templates. I loved templates because they are basically a document that your users can use in their world. They are super easy to create and also super cheap. And basically everything can be a template in our PDF or Word and Excel photoshop notion. If you have an Excel file where you manage your personal finances, you can make a template from that. If you're a designer and you have cool templates in Illustrator, you can share them. Or if you are a photographer and you have other no, nice and cool Photoshop templates. You can share those. So they can be used both in B2B and B2C markets. And they are definitely top of the funnel, so you can use them even in the awareness stage. A nice example is Lend-Lease. Lend-lease, these are sales automation software. And they have this page where you can download called Email Template. It's super nice and this is a great example because once again, it's not about the tool, but it's about solving a problem, giving your audience something useful. And if you are limbless audience, What's more useful than cold e-mail template? So let's go to some tips as usual. The first one, and this is probably the most, the easiest thing that you can do if you want to create a template, if you want to use templates or lead generation strategy is that you should start with documents that you already have and that you already use. You don't have to build something. Just look around in your day-to-day job and see if you have any templates that you use every day. And they aren't useful for you. Because if they are useful for you, there are probably useful for your audience as well. And if you don't find anything, something that you can do is asking your friends, asking your colleagues if they have any templates that they use on a daily basis. And you can do that with Google Docs, with Google sheets, with Notion, I mean, with Microsoft Office, whatever, you can build templates with any software. The final tip here is that if you already have a template, you can easily create a checklist from that templates. So you create it once and you'll use it twice. And it's always super nice. 13. Tactic #10: Podcast: And now let's talk about podcasts. You can be wondering, but how can I use podcasts to generate leads while you can do it? If you create a private podcasts, a private podcast is a podcast where your users need to sign up, so it's only accessible to registered users. Any. This is great if you want to also establish yourself as a thought leader in your industry, you can use it both if you work in a B2B company or if you work in a B2C company. And it's perfect both for companies and also for freelancers. So if you are a freelancer who wants to finance your credibility, a podcast is the best way to do it. And you know the drill now, a good podcast, as I said before, is 90 per cent useful information and ten per cent about your product. So again, once you decide to start with a podcast focused on sharing useful information for your audience. I would say that this is a tactic to use in a middle of the funnel stage because it needs a lot of commitment. Let's be honest about it. If I have to sign up to a private podcasts and then to listen to each episode. Yeah, it takes a lot of commitment. A good example that I want to show with you is Heather MacDonald. She's a comedian and she has a podcast or private podcast called juicy scoop, where she shares story about pop culture scoops and gossip and this kind of content. You can create a podcast like this with pattern. In this example, she's using patreon is probably one of the most famous and use platform to do that. But you can also do with telegram. Telegram is a great way if you want to create a podcast in a private podcasts where you can record audios and send them on Telegram channel, but you can also use speaker. Speaker is our podcasting platform where you can host your podcast. You can monetize your podcasts and you can also create podcast with Patreon and speaker. You can also create a paid podcasts. So if you want, this can be a paid product. I mean, this is not the case because we are trying to generate leads, but if you want, it can also be a paid podcasts. And of course, the important part is always to reuse and repurpose the contents. So once you have an episode or you have like ten episodes, use the recording to create more content. You can use the transcript to write a blog post, and then from the blog post you create an eBook and so on, so forth. The final tip is to interview industry experts to enhance their authority of your brand, both company or personal brand. This is a great way also to start. I mean, if you want to start a podcast that you didn't have a lot of ideas or you are scared of talking into a microphone. A great way to do that is just doing interviews. Interviews with people in your industry. I don't know. Trendsetter, influencers, experts, decision-maker, funders, and so on, so forth. So, yeah, this is probably the best way if you want to start a podcast from day one. This is e.g. what I'm doing with my podcast, growth dogs. It's on Spotify and YouTube where I interview founders, creators, and marketers from all over the world. 14. Tactic #11: Video: We are now ready for tactic number 11. This one is about videos. So the idea is to create private videos that users can unlock with registers in progress. So it's kinda, it's quite similar to what we saw before. We podcast, but with a different kind of content is video, not out in this case, this is one of the best way if you want to reuse real content, let's say e.g. that you recorded a webinar, you didn't live and you did a lot of lead generation while the webinar was live. Once you have the recording, once you have the video, you can use the same video, so the same content to build another lead generation process with the recorded video where you can unlock the webinar. The recorded webinar, in this case, giving you the email address, is both useful in B2B companies and in B2C companies. I use a lot. This topic also with my students had with my client. And this is kind of middle of the funnel, as I said before when we were talking about a webinar, this is not very easy. It's not very cheap. I mean, every time you have to work with videos, you need skills, unit software, gear. So that's why I said it's not very cheap, it's not very easy as well. And of course, as I said before, always provided useful and informative videos. A good example of this one is entrepreneurs on fire. This one, e.g. here on the slide that you can see is a free online course about podcasting. So the idea is that once you record the video, you can offer the video forever in time for month, for years, and you can collect leads. With that. They are doing that with this free online course about podcasting. But once you have, you know, 234 different webinars, you can have different landing pages on your website where you can collect. Leads. This why free courses are probably one of the best way to implement this tactic. You can do a lot of different things. Webinars is not one, but three courses is a good one. You can also transform a webinar in a free courses, if you have like 1 h video, you can split it in, I don't know, ten videos, 6 min or six videos of 10 min or something like that. So with the same idea that we used when we were talking about the email courses. In fact, one of the tips that I want to give you on this one is that sometimes from the video course you can easily create an e-mail course, a free e-mail course. That's why you should always reuse and repurpose your content. Because with one content, you have two different strategies to different channels, to do lead generation. And you can test them both. I mean, the more the merrier in this case, if you don't have any gear, that is probably the most difficult part, the most expensive part. Don't worry about it. Just start with your phone. Nowadays. If you have a good smart phone, it's enough, especially at the beginning. And some tools that can be useful for you. In this case, YouTube is probably the easiest solution. But if you want to go on something more professional where you have more options and fissures. I strongly suggest you to use Vimeo, Wistia, Vimeo e.g. and you have a lot of option, especially privacy options. So you can decide if you want to hide the video for certain users, if you want to use, I don't know what an email, a password to unlock the video if you want to embed the video in your website and so on, so forth. So you can have a video somewhere and you are sure hundred per cent and only registered user can see the video. 15. Tactic #12: Tool: The 12th tactic in this course is tools. I'm super excited about it. It's one of my favorite one and it's also one of the most powerful tactic out there for lead generation. So what does it mean? Basically, the idea is that you can create, let's say, a mini tool. Only accessible to reduce a user. Something very simple with just one feature and you use that tool to collect leads. These really, really powerful in B2B markets. And especially if you are in a SaaS business, if you sell software as a service, please. If you are a software as a service company, start doing this today. It's the most powerful tactic that you can use to generate leads. And this very underestimated. I don't know why someone calls this tactic. Also engineering. There's marketing or two laws, marketing code as marketing. There are different approach to this and it's a different way to generate leads where instead of offering content, most of the time you offer content, video, audio, something else. In this case, you are offering code. You are offering a product, a mini product, but still a product. That's why this is super powerful and one of the best example out there. It's once again, HubSpot. They use it a lot. They have, I think, three or four different tools to generate leads, but my favorite one is this one, website grader. Why is my favorite one? Because it's very simple, but also super useful. What it does is that you put your website address in there and your e-mail and they generate a report of your website. That's why it's called Website Grader. So they give you some information about the security level of the website. You know what technical check of your website SEO information, so much more information about your website. In order to see the report that the PDF that they generate, you have to give them your email. That's why I find it super smart. So you should definitely check it out to have inspiration for your own tool. And if you, if you have a software business, if you have a software as a savvy business, it means that you already have. The tool. Probably is a big one with all the features. Very complex, whatever. So the idea is that you already have the code, you already have the software. You just have to find out which one of those feature can be a different tool, maybe with a different website, a different brand. Why not with a different name? So it's gonna get easier to market that one because it's free. And you can collect leads on that one. And once you haven't deletes, you can try to upsell them your main software. So stay simple. Just pick one feature, one task and do it well as website grader showed US, and there are a lot of tools to build tools. I mean, if you don't have a software, if you are starting now or if you don't do software, you are in a different business, but you want to use this tactic, this journal to generate leads. You can use one of the tools that nowadays we have to build tools, e.g. bubble, ICE table software. There are a lot of tools out there if you want to do that. I've table plus soft is probably one of the best combination. But yeah, there are a lot of them. The main thing is that if you have a SAS business, you just have to build a software tool with one feature. So you already have the code, you already have the software, you already have the infrastructure. Just, just think which one of this feature can be a tool. You can work alone by itself on a different website with a different brand, just with the goal to generate leads. That's a good one. You should use it. 16. Tactic #13: Case Study: The next lead generation tactic is case studies. So this one is great. In B2B. I mostly use this one in B2B. I think you can use it probably in some B2C market, but he's very, very good in B2B situations. So it's bottom-up the final. What does it mean? So basically a case study is a document where you show users what you achieved with your customer. And this is great because this is probably one of the best way to build credibility around your brand, around your company, your product, and your service. This is one of the few example. One of the few examples when you can actually talk about your product and your service. If you remember, I told you in several videos before this one, please don't talk about the product. Please talk about them. About the market, about trends and problems and whatever. This one case valleys. One of the few tactic where you can actually talk about your product and about your service. It doesn't mean that you have to be spammy, will get that in a moment, but you can talk about you. This is also an effective way to showcase your product or your service. And I use this with clients that are agencies. This is perfect for agencies because it means that you have, you have done something really, really useful for your clients, e.g. you work at a marketing agency, PR agency, or I don't know, performance agency or whatever. A case study is, a great example to show your process, your tools, the results that you get, and everything else. I want to show you an example of this one. Fuel is a company they do coaching, mostly coaching for like a sales team, mindset, coaching for sales team basically to, to, to improve them, to improve their mindset and get better results and so on and so forth. So as you can see from the slide here from the screenshot, you can download on their website a case study regarding one of their clients and you're in order to do so, they asked you for the e-mail, first name, last name, company name, phone number, all the contact information that are useful for them. And you can do something similar. You can have a page, a landing page on your website where you can tell them. You can tell your user, your users if you want, only if you want to know what we did with this client a, the results that we got, the processes that we use, the tools and tactics and strategies. You can download the PDF with all the information inside. As I said before, don't be spamming. What does it mean that this is a great moment where you can show you, you can focus on the process. The idea is that especially if you are, if you are an agency, the idea is that you are telling someone who is not a client yet why they should become your client in order to do so, let's try to show the customers benefit. So why they decided to work with you? Why they picked you? I mean, there are a lot of agencies out there. Why they pick you? Because of the process that you use, because of the strategies and tools, the results that you got, your track record, everything else is quite easy. I mean, if you want to build it, you can do it with Canva as usual. But if you don't want to get fancy, you can use Google Docs or, or word. And a pro tip on this one is that you can create a content upgrade if you offer a free sample. So once you have the unit, the whole case study, let's say that he's amino. 40 pages are 50 pages or something else, something like that. So once you have it, you have the big one. You can write a blog, post, a small one, a couple of pages on your blog, and then inside the port, the blog post, you offer the content upgrade to generate leads. You combine, you mix two different tactics that we saw on discourse and is a good one if you work in B2B. 17. Tactic #14: Comparison Table: The next lead generation tactic is building a comparison table. And this one is bottom of the funnel as well as we saw in the previous two. So building a tool and writing a case study, those were bottom of the funnel as well. This is because we are now in the decision stage. So it means that they probably know your brand, they know your product, your service. Spend time on your website or social media reading stuff, knowing about you. So now it's time to talk about your product. And this one is a very good one because it's the best way to compare your product to competitors. But please be harness, don't fake it. This way. Where you can show, where you can recap all the important information of the important features regarding your, your software. If you sell software regarding your product or your service, and is also great for SEO. An example that I want to show you. It's Notion, I love Notion. It's one of my favorite apps. A notion on the website has several pages where they built comparison table with similar software. In this case, you can see notion on one side and Evernote. So a huge competitor. Another note up with all the difference and the first one, of course, is the price. So on one side you have a free tool. On the other side you have to pay $1 per month. And you can do that. I mean, you can build a single one if you have, I don't know, like four or five or six different competitors, you can be a huge, big table on one landing page showing the differences between you and your competitors. Or if you want to do like, you know, like in the example like Notion does. And a lot of software company do the same. You can build different pages, so you can have several pages. If you have five competitors, you can have five different comparison tables on five different pages. Independence. So it depends, you can use both approaches bands. So some tips and tools on this one. If you don't know where to start, the first thing that you shall do is you should ask your customer what product they were using before. So if you don't know which one are the tools that you should compare yourself with? Well, the best approach is what are people using right now? So maybe a couple of competitors, but you don't know all of them or you don't actually know what people were using before you. This is great because if they are, if they switch from one product to your product, it can be the same process for someone else in the future. So start with that. Customer interviews, with a survey. Whatever. The, the, the approach and the tools that you want, but get that information, it's super important. Once you have the information, you can start building your urine and comparison table. And I strongly suggest you to create a different page for each competitor. Because when people are going online on Google and Google for I don't know which one is better notion or Evernote. They land on that page where they fund both the tools that they want to compare and they have old information. So if they're asking, if they're googling regarding your product, your service, is this better than this one? They will find a landing page with all the information that they need. And you can do this. There are a lot of tools where you can do this. I put here some examples. I use Elementor, e.g. on my website, but you can use optimized breaths, Unbounce. There are a lot of tools to build landing pages, even if you're not a web designer. But you can do fancy stuff without writing any code. And the prototype here, as you can, also use the most common search queries to build your table. So if this information and you can get this information easily with an SEO tool, if you know what are the most common queries, the things that people are searching regarding your software, your product, your service, and also your competitors. You can use that information to put it inside the table so you know the company is now the products and you also have the information, the features that people are looking for. Once we have these two information, you can build a great table because you know what people are looking for and you are showing them. 18. Tactic #15: FAQ: And tactic number 15 is building and optimizing an FAQ page on your website. A lot of company have an FAQ page. Not a lot, but some of them have it, but no one ever thinks about optimizing it to generate leads. This can be used both in B2B companies and in B2C companies. And it's also great for SEO. It's going to help you, it's going to help you a lot with SEO because it's a page full of useful content, useful content for your audience. And it's quite bottom of the funnel as the one that we just saw in the previous video. Because people are in the decision stage, it means that they already know about your product. If they are on the FAQ page, there are probably thinking about buying your product or your service, paying for it, and they need some more information. There is something missing before becoming customers. And this also, this is also going to help you in reducing the number of support requests. It depends for the kind of content that you put on the page. That's why it's important not only to build an FAQ page, but also to optimize it for lead generation. And it's quite powerful for software as a service. Businesses are very good example that I want to show you is Shopify. As I said before, some companies built this page, an FAQ page with the frequently asked question. But no one ever think about putting a lead generation form inside that page. And by the way, this is one of the best place where you can put on a lead generation form. Why? Because if they're reading the most common questions, it means that they are really interested in your product and your service. They are looking for the final details before making the decision, before paying for it. So that's why I wanted to show you this example. As you can see this from the Shopify website, you should check it out. They have the classic, the list of questions with the answer, but at some point you will find you in several part of the page. There is a lead generation form in this case, you can start with the free trial, three-day, some tips on this one. Of course, the starting point for me is always use it to provide valuable information to your potential customers. Why I'm saying that? Because most of the time those pages are kind of fake. I would say fake probably is not the right word, but sometimes companies put in that page useless information. I mean, they think that those are the most common question, the frequently asked question, but they're not actually. What you should do here is you should put some real questions with real answers. So what are the most common question that you receive on a daily basis? The customer support requests or DD, comments on social media or phone calls or emails, whatever. Find the most important one, the most common one, and use those to build this page. And also, these really, really important is a good trick. You should also enable users to search inside the page, especially if it's quite long. Sometimes you find like, I don't know, five or six different questions, so it's quite small one. But if you have a big one and your FAQ page is quite big, you should put a search within the page. Tools to do that. As I said before, those are tools to build landing pages. So I use Elementor for all my landing pages, but you can use optimized breaths, Unbounce, or the tool that you're using right now. But please, the most important part here is always analyzed. The most common search queries that users do about your products. So if you know that the people are actually googling for these information because they wouldn't know about that. You should put that on this page and nothing else. Just put real information, real useful information for your future customers. 19. Tactic #16: Demo: And number 16 is demo. A great way to generate leads is offering a demo, demo version of your product with some restrictions. And this usually used with product, but somehow you can also do that with services. It's probably more difficult than product, but you can do with services as well. And the most important thing here is that you have to be sure that you can show the value proposition during the demo. Otherwise, it doesn't work. If the idea is that I'm gonna give you this product or this service for a few days. And then I want you to pay for it. Be sure that in those few days they can see the real value of your product and your service. So that's why you have to show the value proposition. This is great in B2C and B2B market. And this one is bottom of the funnel as well, because if they are using a demo version of the product of the service, it means that they are in the decision stage. They already know about you. They already know about your product, your brand, your service, and they are probably becoming customers real soon. The most important part here, since you want them to become customers real soon, it's the nurturing phase. Once you collect the leads, please be sure to nurture them in order to convert them into customers. So there are lots of examples here. I mean, if we talk about demo version of a product or a service, and there are tons of examples out there. This one is a good one, oddball. The podcast platform from Amazon podcast, audio books, several stuff. This one is a good one. The lending page here, you can see that they offer you the whole thing for a month. So in this case, if you sign up for free on Audible, you get a volleyball competing for free and you can do everything in those 30 days. So that's why I told you before, please be sure to show the value proposition. I mean, if I audible for a month, I know the value proposition. I get the value. I know what the product can do for me, and that's the most important thing. You have to show them in those 30 days or a couple of weeks or whatever you decide, you have to show them. What can I do for you? This is the value of max-product of my service. For you. Some tips on this one. If you don't know what kind of restrictions to use on your demo, probably the two most common ones are time and features. So time means that you give everything for free, but for a limited period of time, e.g. a. Couple of weeks, e.g. a. Month, a couple of months, you know, like in the example that we saw before with Audible, you decide on the other side, you can new features limitation. So I'll give you it forever. So there is no time limitation at all, but you don't get these features. Those are like premium features. This is pretty common if you, if you are in the software business. This is pretty common with the freemium model, where software company give you the whole product for free. And there are a bunch of features you have to pay for if you want to use them. So here, probably the most important suggestion that I can give you is to be generous. So if you decide to go with time or if you decide to go with Fisher's, please be generous because you have to show them the value proposition. If you want to make it more engaging, you can refer program. So e.g. you can give them the product for free for a couple of weeks. But if they invite a friend, they get one more week. Or if they know, if they invite five friends, they get, they can unlock this feature and whatever. I don't have any tools actually to suggest you here because you don't need tools. I mean, you already have your product or your service. You just have to probably build a landing page, an offer limited version of it. That's it for the demo. 20. Tactic #17: Content Curation: Next one is content curation. So in most of the tortoise that we saw on this course, we spoke about content creation. So you had to create videos, you had to create blog posts, you had to create e-books on, or aria or something else. This one is a completely different approach. The idea behind content curation is that instead of creating something new, you are going to identify, organize, and share valuable content from various sources. This can be used both in B2B and B2C. You can do it basically in every markets. Everywhere, everywhere. This top of the funnel, it's quite top of the funnel. This is probably one of the easiest one to imply and it's easy and it's cheap. Why? Because you already have the sources. So use your own sources. You probably read every day. I don't know, Blocks, magazine and websites inside your industry, you know, with news and trends and important information and whatever. Just pick content that aligns with your company values and missions. I'm going to show you an example, a really good 11 of my favourite one about content curation. This website is called OKR. Examples are one of the best probably approach to defining goals inside a team, inside the company, buddies for another course. So all your examples is a good, a great website where you have a lot, a lot of examples of how to set your goals, how to write OKR in the best way. This page is huge. There are dozens of different example and it's quite useful, especially if you are at the beginning of this process. So if you have never used OKR in your team or in your companies, it's quite useful to read and to have examples of someone else doing that also in different kinds of themes. So e.g. how can I do OKRs in marketing or KR in sales, or you're in HR and product and so forth. This built by a company who makes OKR software. That's why you can see here. Top right. Try or KR software. So the idea, as usual is that you are creating something useful for your audience. The focus is not the product here, the focus is solving a problem, giving them some real life example of how to design and write down OKRs. And if they buy a software, they can check it out your software from them. Once you have deletes, you can nurture the leads and then upsell them the software. So some tips and tools as usual. The first one is really, really good also in B2C. So let's say that you work in a B2C company, your market, this is a B2C market. You can do the same. You can identify and collect and filter the most important content inside your industry for your target audience, you already have the content. That's the thing. I mean, if you read stuff, if you watch videos and listen to podcasts and read books, and blogs and magazines, you already have this information, you already have the content, you just have to put them together on a page, give it to your audience, and collect emails. In exchange for that. A pro tip is that if you don't have this information, if you don't have this content, if you're not quite sure about it, you can ask your team. So ask your team to share with you some useful websites that they have bookmarked in the past. So once we have this information, you will have a lot of different sources for your content curation. And once you have it, you can use our table. You can use Notion. You can even use Google Doc to put everything together and to build a simple page like the one that I showed you before to offer it for your audience. 21. Tactic #18: Website Chat: And now let's talk about website chart. How can our website chart or lead generation tactic? Well, actually, your customer service can be an excellent lead generation channel. It depends how you use it. If you ask the right questions in the right pages, it can be a great lead generation channel. And the best part about this one, it's that it works both in B2B and B2C and works really well in every industry. And it's top of the funnel. So it means that even if people are in the awareness stage, you can use this tactic to generate leads. So if they are just getting to know your brand, your product, and your service, and it's also really, really easy to implement. We're gonna see that in a minute because we have a lot of tools nowadays that can, can we can use to install our web chat on our website. I'm going to show you an example of this one. This is vp Zoom. It's a company or website. They sell WordPress themes and plugins. So you can see on the slide bottom-right of the screenshot, there's a chat. So there is a little box where they asked me for my name and my e-mail address and some extra information. And they ask, how can a Yelp? So this is the most powerful part about these kind of tools. So you can decide to show the chart only in some pages or in some situation you can trigger it, e.g. if they are spending too much time in a product page, if they're spending too much time in the checkout page. If you have an e-commerce e.g. or if they are trying to leave the website. So once they are exit and leave the website, you can ask them. You can show them the chart and ask them what's going on and how can we help you? What is the problem? The urine extra information. I don't know regarding the painting methods or something else regarding the products or whatever. That's the best part about it. That's why I told you. It depends what kind of question you ask the right questions in the right pages. And the important part here is that you have to respond promptly to inquiries and requests. So if you want to be a remarkable, you have to do that. You have to, you have to be really, really, really quick when you answer. And can also provide some useful and valuable insight about your customer behavior and preferences. Why? Because you know what's happening on your website. So e.g. this page, the checkout page, it's not really easy to use. They don't understand some information on that page. And you know that because in the chart, when you ask them, they will tell you that this information is not clear at all. So you know what to fix. You can do it with several tools. There are tons of tools out there to do this. Those are just some examples. Customarily. There is not very expensive. Z-index is super famous. Intercom that is quite expensive. So it depends also whether you're looking for the budget you have, how much you want to spend. And the best part is that if you go, if you choose one of the professional tools, some of them now also have AI inside where they tried to predict the user's behavior. And this is really, really powerful, especially in websites like no, like e-commerce. So they tried to understand what the user is doing on the website, on the page, and they predict the behavior and they ask questions in order to get useful information before they leave or before they canceled the order or whatever. So yeah, this one is really great. No one thinks about it, but you can use your customer service to collect leads that you should do it. 22. Tactic #19: Event: We are almost at the end of this course. And the tactic number 19 is using events to collect leads. What does it mean? This is quite easy. It's basically organizing events in your niche and an event is another webinar, okay, so don't underestimate offline events. You can organize both online events and also offline events. And you can use this tactic in B2B and B2C market. And it's great because it's one of these tactics that work well in every industry. So it doesn't matter if you are an agency, if you are a software company or if you are a coach, or if you are a personal trainer, you can organize events. It is a great way also to build loyalty and to establish yourself as an expert in that industry. So let me show you an example of this one, Salesforce. Salesforce, it's amazing. I mean, they do a lot of events. Of course they do events also for Teams, so for the employee, but they also do a lot of events for people. So for customers and for future customers. Conferences and v2, all events and panels and interviews. If you go on the website, as you can see here from the screenshot on this slide here, you can have a whole section of the website, a whole page with all the events, the future events where you can sign up for free. You can attend the conferences, you can meet people, talk about the industry, talk about the product. It's really, really nice. Superpower, firepower for some example. So if you wanna know some ideas, That's why I told you before, an event is not a webinar. What kind of event you can organize, interviews, e.g. panels, Q&A, seminar, or workshop. It depends. It depends there. The budget you have, the time you have, how big the event is going to be if it's online or offline. But a great idea is to always offering also the networking part. That's the big difference between a webinar events. In a webinar, this is not working at all. When you organize an event, even if it's online, you have to have, you need to have the networking part. It's important. If you want to start simple, Let's organism meet up. That's the easiest way. You have an app. It's free. People are already there. Just pick a cool name, pick a day and start small. You can do it in a pub. You can do it with ten people. And you can start working on that. And that's a great idea. So some tools if you want to do that, meet up, is one of those quite easy to use. A lot of people already know about it. They have an account on Meetup, but also even right. If you wanna do something bigger, like to sell tickets, you want to show them more information and the program, speakers and whatever. Or also you can use Facebook events. I mean, even LinkedIn events if you want, are already. There are features in the social media platform that helps you, helps you to organize event as well. 23. Tactic #20: Q&A: This is the last one. Let's talk about Q&A. How can you use QnA website to generate leads? Join a webisodes are great also to build your brand and to establish yourself or your company as a credible authority in your industry. It can be used both in B2B and B2C markets, and it's quite top of the funnel. But I think this is one of the hardest one. It's really hard to get leads and why? Because it needs a really consistent effort. Let me show you an example. So this is Ryan Holiday. It's one of my favorite authors. He writes books about philosophy and marketing. And this is Ryan on this page on Quora. Quora is probably one of the most famous QnA website in the world where you can ask questions about anything and people also experts are going to answer. You are going to give you useful information on tips and tricks. And on this page you can see how Ray annoyed there was answering questions about books, entrepreneurship, parenting, all the topics that usually writes about the area where he's an expert. You can do this are several websites. Probably the most important one in the world are Quora, the one that I showed you, Stack Exchange. And it is also great for technical topics. You will find a lot of tech stuff on there. From coding to a i, from blockchain to science, whatever. Read it as well. It's a great place if you want to do that. You have to focus on quality of your answers. Why am saying that? Because there are a lot of people, most of the time, especially on the, on the most common topics, on the most famous topics, there are a lot of people answering for the same question. So if you want to be remarkable, if you want that people remember you and see you and upvote also your answer as well. You have to focus on the quality of your answers. So it means giving a lot of useful information. Valuable information. Put links inside that your, your answer. I'm please don't be spammy. This why I said this is probably one of the hardest way to get leads, because usually the only way for you to generate leads is using the link in the bio. So if you are on Quora, StackExchange these websites, you answer a lot of questions. People see you. People realize, understand that you are an expert and they got to check your profile. And in your profile you have probably a link to your website or to your landing page. And on that website, on that landing page, you can generate leads. But it's quite tricky. It's quite hard. It takes patience and time, so it's art. But if you are at the beginning, this one is a great way to build your brand. 24. Conclusions and final tips: Well done. You've reached the end of this lead generation course. Before we say goodbye, I want to share with you a few final tips. Number one is mix the tactics. Now that you know a lot of different ways to attract new leads, you should use them together. And in doing so, I strongly suggest you to reuse your content and repurpose your content. E.g. let's say that you decide to do webinars to attract new leads. Well, don't forget to record your webinar. And then when you have the video, you can use the recorded video as a new channel to attack new leads. And also from the transcript of the video, you can create an eBook and you have a new channel to attract new leads. Keep that in mind every time you pick a tactic. Try to use this mindset every time and build a process. Number two, we haven't talked about odds in this course. The focus was not about odds, but if you are running ads, please use retargeting to show the right content to the right users. Sometimes a person may be not interested in attending a webinar, but if you show them an e-book, you can get the contact information. Number three, use every touch point you have. Most of the companies, they only focus on ads. And yes, of course, odds are unimportant part of the lead generation process. But don't forget that you have a lot of cool and free places where you can generate ads from. I'll give you a few example. Put that link in your e-mail signature. If you organize the webinar in two weeks, e.g. every time you send an email, you are telling someone about the webinar without telling them about the webinar. And it's powerful. Use popups on your website. I told you at the beginning of this course that visitors are not least, but a cool way to convert part of those traffic, although those visitors in Leeds is by adding the right popup in the right page of your website. If you have a social media presence, use the link in bio to generate leads. E.g. if you create an eBook, well, put the landing page, The landing page of the e-book in your LinkedIn bio, in your Twitter bio, in your Instagram bio, and everywhere else, even your paper documents can be a lead generation challenge if you're using business cards or flyers or whatever, put a quirk, codon them, and link the core, core to the landing page of the e-book webinar or other content that you are using a number for the last tape. I told these at the beginning of the course, but I want to stress this again because it's really, really important. Please remember that on the other side, there are people, real human beings. The best marketing strategy is to remember that we're talking to people. Everything we do as entrepreneurs and marketers needs to help them in achieving their goals, are solving their problems. That's how you create valuable content. And if you create valuable content, it's so much easier to get elite. Well, thank you for joining me in this journey. I hope you have enjoyed this course. And most importantly, I hope you have learning something new. I'm confident that the tactics and strategies you have learned in this course will help you in generating leads and grow your business. Remember to keep experimenting and learning and be open to new ideas. If you have enjoyed this course, please leave a review. It's really important for me and it only takes a couple of minutes. I also invite you to submit the class project and it's been a pleasure. Chow. I just want to say that you can download some extra content related to this course. Just go to goto dot link slash LGM and you will have access to the list of tools of this course, the list of examples, and also a checklist with all the 20 tactics.