How To Land Your First Clients – An Effective Lead Generation Strategy
If you’re reading this blog or watching the video I’m happy that you’ve come to the realization that it’s time to escape the job you hate and create the career you love!
What you need to know before anything is that effective lead generation strategies can be difficult for even the most seasoned digital marketers so don’t get discouraged. I guarantee you that you’ll hear the word ‘NO’ a lot and that’s perfectly fine.
Today I want to talk to you about how you can get your first clients and really jumpstart your new business (or side hustle).
By the end of this blog for how to build your first lead generation system I want you to be able to land new clients, earn testimonials, generate referrals, gain experience, and deliver some ROI for the time and energy you put into this.
Essentially I want you to know how to build a predictable growth strategy for your business!
Alright, so the first and most important lesson you’ll ever learn is that simple is beautiful.
What does this mean?
Well, what you need to know is that simple scales and that’s the most important thing to take away from this presentation.
We want to keep things simple, because simplicity is scalable and anything that gets too complex, it’s really hard to scale up.
That’s why we have a simple three step process for our entire business. We want to be able to attract, convert, and deliver.
We want to build leveraged systems for each because we know we can’t leverage your time or your effort (there’s only 24 hours in a day).
So, what does that mean?
It means that if we wanted to grow your agency 5x in the next 12 months, you’re not going to work five times harder and you’re not going to put in five times as much time…because you can’t.
BUT, if we build you a system that’s scalable we’re going to be able to 5x your agency fairly easily.
Here is how you’re going to do it.
Step 1 – Prospect List Building
The first thing we want to do, step one, is build a list of prospects that you’re going to target with your efforts that I’ll outline below.
Once you pick your niche you need to find those businesses that you’re going to target (this can be things like chiropractors, dentists, roofers, whoever you want to work with) and it is easy to do this if you know where to look.
The greatest place to start is in your local area, because business owners are going to be more receptive to want to speak to you and you can relate with them more.
What you’ll note from those list building hacks is that there is a system to it. Every system I teach you is exactly the same in that you learn the system, you document the system, you hand off the system to someone else.
The idea is that you’re building a perfect system to attract your ideal client. You’re going to build it step by step, you’re going to hand it up, free up your time, and then continue to elevate the value of your time.
Step 2 – Check Your New List’s Social Presence
Step number two is to take your list and check the following:
- Do they have a Facebook business page?
- Do they have a Facebook banner that looks nice?
This part is easy because the answer is either yes or no!
These are binary things and you’re looking for people that don’t have a Facebook presence in your local area, for the local niche, or for the niche that you want to target.
Because if they don’t have a presence they clearly need your help.
Step 3 – Make Your First Contact
Step number three is to contact that business owner for those that don’t have a social presence and offer to setup a free business page, or to setup a banner for them – FREE.
You can reach out to them either by cold email or by cold calling, it doesn’t really matter, the point that you want to convey to them is that you want to do something for free and that it has a direct benefit for them.
Step 4 – Your Conversion Process
The next step is for you to build that conversion process to ensure you land them after you deliver your free service.
How are we going to convert them from that offer into becoming a client?
Although you’re not getting paid on this first activity you’re still doing something very important. You’re moving them from somebody that doesn’t know who you are to the next step in the process.
So at this point we want to make them an offer. We just need to determine whether or not you want to do that with a video sales letter, where you’re educating them on the value of a Facebook page, or you’re educating them on the value of having a nice visually appealing Facebook banner.
OR, you could do that with a one on one call, you could do that with a webinar where you’re demonstrating value.
The point is that you want to explain the biggest questions they’re going to have and take the mystery out of why this is a benefit to them.
So, why are you willing to do this for free?
You’re willing to do this for free because you’re trying to build your portfolio, you’re trying to collect testimonials, and you’re trying to demonstrate value. You do all of this by making sure that you stress what the benefits to them are.
The benefits to them is their prospects are online and you want to help them present a proper image to their clients.
Step #5 – How To Ensure You Deliver On Your FREE Offer
The next step in the system is the delivery process. This is the part of the system that helps you ensure you deliver a WOW experience each and every time (how do you expect to keep someone as a customer if you don’t WOW them on your first job?).
Since we have two items that we’re offering for free you to find a designer who could build these banners for you.
You want to look either on upwork.com, fiverr.com, onlinejobs.ph, or some other freelancer site and you want to find someone who’s typically doing this for $20/25 a banner.
Then you want to make a deal with them to say you’re going to buy 30 banners but you’re only willing to pay $10 each.
You’re bulk buying (that’s the key to take away from this is that you want to find someone that’s willing to work with you on a bulk price).
Next, you want to build a checklist of the information required for your client to get this banner delivered.
So the other thing to take away from this is we’re building a system, and as part of that system we want to create a templated email that you can send directly to the client that you just landed.
Your e-mail template is something along the lines of
“Dear Joe, thanks for taking me up on my offer to create a free new Facebook banner for your business page. As I explained, I’m doing this to demonstrate value, build my portfolio, and collect client testimonials. I believe in clear communication and delivering on what I promise, so my team will deliver your free banner in three business days, after we receive the following from you; your logo, any image or picture you want included in the banner, and any special directions you may have. Just shoot this back to me. Once we have the above, our team will pull together your free banner and I’ll email it to you within three business days.”
So what have you done there?
You’ve set the expectation, you’ve told them what you need, and you’ve already told them when you deliver that they can expect that you’re going to ask for a testimonial and a referral, and they know why you’re doing this.
The client’s always going to get that same email, the information’s going to come into you, it’s going to get forwarded to that graphic designer, they’re going to build it and you’re going to be in control the entire time.
It doesn’t matter if you’re building 30 banners in a month, 60 banners in a month, or 180 banners in a month because you have a process to ensure you deliver the same amazing results every time.
Step 6 – Build Out Your Guide So Someone Else Can Do The Work
Step six is to build out a step-by-step guide for how to deliver your results.
In this case you need to put together a step-by-step guide/video for how to set up a Facebook business page so that you can have other’s deliver on your second free offering.
This is a really important step as you’ll want to make a checklist of the information you need in order to fill in a Facebook business page.
You need to design an easy form for your clients to fill this information into so that you ALWAYS have everything you need to deliver results to them without constantly bothering them.
You can do this in a number of ways. You can either create a form on a webpage, or you can create a google doc that you send to them where they just fill in the information.
The idea here is that you’re making it really simple to collect the information that they need to give you, in order for your team to go out and build that Facebook page.
Now that you have both a checklist and a step-by-step guide, you have that whole process documented!
The reason you want this guide is so that it’s easy for you to delegate it to someone else to set it up, like a VA or an employee, and you need that checklist of information so that it’s easy to pull all the information you need from that client.
Once you have that, it’s super easy to scale this up.
You can take on 30 clients in a month, 60 clients in a month, 120 clients in a month, because it’s going to be a repeatable process that your team will be able to deliver on.
If you need someone to help you, you’re going to give them the step-by-step guide plus you’re going to get that checklist of information from the client. All you need to do is connect these two and they’re going to walk through that process for you.
Alright, so now your system is built for scale. Now you have two lead gen services you can offer for free, and offer at scale.
You can do it for 30, 50, 100 clients and it won’t take you any of your time if you don’t want to or if you have more valuable activities you can spend your time on.
Step 7 – Over Deliver
This next part is simple to understand…you want to over-deliver for your client.
You want to make sure this process you built is designed to WOW your client.
When you’ve over-delivered and the customer is happy, that’s when you ask for the testimonial from them (don’t forget you’ve already prefaced this with them).
Either it’s a video testimonial (the best) or you can get them to post on your Facebook wall so that you can take a snippet of it and use it in your marketing copy.
You can also ask for referrals at this point. People that receive this type of value are generally going to be open to sending new referrals to other people that you can also serve.
Step 8 – Begin To Move The Up The Value Chain
Once you’ve provided your free service, received the testimonial or referrals you can start to take them to the next step in your value ladder.
The next step is to ask if they’re interested in improving their website conversions.
In this case, maybe you educate them on the benefits of retargeting and you pitch them on a special you have for setting up their Facebook retargeting pixel.
If you don’t know how to this, you can download a free step-by-step Facebook re-targeting guide that makes delivering this really, really easy.
The point is, you want to have something to offer them, and a great next step would be to talk to them about how to improve conversions in their business.
So, you offer to set up this Facebook pixel for them (maybe you charge $99 for this), then if they want you to manage the retargeting efforts, you can offer that as a continuity offer, and maybe charge $200 a month for management of that.
Once you’ve over-delivered for your next service you can obviously move them to the next step in your value ladder and offer a core offer, whether it’s SEO, or PPC, or Facebook ads, content creation or something else.
Now what I want to do is walk you through what the ROI on this system looks like for you (you’re in this to make money after all).
Let’s look at the total expenses to set this up. What I’ve done is I’ve assumed your time is worth $50 an hour and if you’re just starting out that’s actually a pretty high dollar amount, but I’m going to use it just to show you how easy it is to get an ROI, when you build a system like this.
You build a list of prospects – I’m saying it’s going to take you 5 hours to build a list of 30.
You contact the 30 – I’m saying you’re going to take 10 hours to do that.
You do the work – Where the work is really that step-by-step guide, the checklist, organizing the whole process, and getting it ready for scale. I’m giving you another 5 hours to do that.
Since I said you’re going to use VA help to build out the Facebook pages and/or build out the Facebook banners, anything that you’re going to need help with I’ve given you 50 hours of VA time at $5/hour for this one process.
Finally for banner costs I assumed you were going to do 30 at $10 a pop, so that’s $300.
As you can see, the total investment here is $1,550.
For revenues I’ve made some assumptions, and definitely these are assumptions, everybody’s going to have different results, but I think these assumptions are actually fairly conservative.
I’m assuming out of the 30 people you are pitching this free offer to, 10 are going to take you up on it. I assume that out of the 10 you deliver for, 3 are going to take you up on Facebook retargeting pixel setup for $99.
You’re taking advantage of the law of reciprocity, you’re delivering huge value to them, when you pitch them on a $99 offer and you explain the value of retargeting, there’s a very high likelihood you’re going to land three clients at $99.
Then I assume you’d generate $297 in revenue where one out of those three are going to take you up on a $200 per month retargeting done for them service and I assume that one person would stay with you for six months. They may stay longer, they may stay shorter, but I’m assuming six months as a fairly conservative number, especially if you’ve pre-framed it to say that it’s going to take some time to get traction, but once it does you’re going to see a tremendous amount of ROI.
So that’s another $1,200 in revenue.
Finally I assumed one person out of the ten you worked with would take you up on your core offer. In this example I’m using SEO, at a really low monthly rate of $500 per month, and I assumed they’d only stay with you six months, so that’s $3,000.
What you can see here is, you’re going to generate $4,497 from this lead gen system, which is a 290% ROI on your investment.
But remember: This example is valuing your time at $50 an hour for all of these functions!
Once you have this system built, you’re surely going to be able to get other people to do your work for you, probably in the $10-15 an hour range, which will only serve to increase your ROI to a much larger level.
So THIS is the value of having a scalable system because what ends up happening once you have this in place is that you don’t just send 30, you’ll be able to send 60 a month, or 100 a month, and that’s how you scale up your business to continuously generate leads and client activity where you’re elevating them in your value ladder.
Once you have a system like this in place, you just plug other people into the system and you’re going to be in a situation where you’re able to fulfill at scale, and that’s really what you want.
You want to have a system that doesn’t require you to be doing the physical work.
You should be orchestrating it, you should be doing it the first time so that you can document it, put it in place, understand how the system works and then all you’re going to be doing is looking for people to plug into those spots to deliver that value.
Then when you’re not paying $50 an hour, you’re only paying $15, that ROI is definitely going to go up where you want it.
I hope you got something from this and good luck!