Hey everyone.
Jason here, digital marketing consultant.
And in this B2B lead generation guide, you're going to learn a simple three stage evergreen
system for perpetually generating qualified leads for your business, timestamp table of
contents in the description, along with some other helpful video links, I'll be referencing
throughout this guide.
So let's go ahead, jump right in the very first step to creating your own lead generation
machine that runs on autopilot is of course creating something that attracts people to
you and your business.
And the best way to do that is by creating content, whether it's content here on YouTube
or creating blog posts or podcasts.
Now hold on because I'm not going to say that you need to commit to some sort of content
hamster wheel, where you're just constantly pumping out new videos or new blog posts every
week.
You don't need to do that, when you're specifically trying to generate leads, all you need to
do is to create three to five, really great quality content posts for your ideal customer.
And that's it.
Three to five is all you need.
You don't have to commit to making three to six blog posts per month.
You don't have to record a YouTube video every day.
You just need three to five quality pieces of content.
We're going for quality here.
I almost said quantity.
We're going for quality here, not quantity.
And those three to five pieces of content are all you're going to need to create an
evergreen lead generation system.
And so what makes these three to five pieces of content different from everything else
you may have already seen, is it's going to speak to one customer, one ideal customer.
So I'll link up in the description to a full blown tutorial that goes through all of these
different questions.
And we'll actually walk you through how to use Facebook audience insights tool and the
data your website has already collected for you, using Google analytics.
Here we're going to focus on two questions at the very end of our ideal customer process
to make sure that we actually understand who our ideal customer is.
Now, as we dive in here, it's important to note that simply knowing basic demographic
information or giving your ideal customer a label like they're an entrepreneur or business
owner, or they're a freelancer.
You need to be a lot more specific than that.
You need to dig deeper than just surface level demographic data, and actually be able to
answer and know specifically what type of business is your ideal customer in, what is
their job title?
What do they sell?
How do they actually make money?
And you need to be that specific to ensure that your content stands out across everyone
else's and in stage number three, we'll talk about how to make sure your content actually
gets in front of them, because we're not just going to create content and hope the Google
and Facebook algorithms give us our ideal customers.
Now, when it comes to the different types of content you can make, not all content is
created equal.
So you can do blogging via a WordPress blog.
You can do a podcast or you can do videos here on YouTube.
Remember you only have to do three to five of them.
We're not creating a whole production pipeline here.
So what the big advantage of going with a blog is you can actually go over to a website
like upwork.com and you can hire someone for a couple hundred to a few thousand, just depending
upon how good you want the content to be, to actually write the blog post for you.
Or you can actually pay someone to create a podcast script for you or help you outline
your video.
So you don't have to come up with all of this by yourself.
But of course, if you have the time, you can do all of these yourself as well.
I highly recommend starting with video, blog post is number two, and then podcasts is number
three, specifically when it comes to lead generation.
And when it comes to the type of content you should be making, there's only three types.
We have how to, reviews and decision and decisions.
So how to is just a step by step tutorial that shows your ideal customer exactly how
to achieve something that they want, reviews simply look at products or services directly
related or somewhat related to your company, product or service.
And you go through the good and the bad.
Now it's important that they're similar and related, not the same.
Otherwise, it's going to be hard for a viewer or reader to take you seriously.
If you're reviewing one of your direct competitor’s products.
Now this last one is a decision guide, and this is essentially just weighing pros and
cons of a decision that you would have to make.
A very simple example of this would be weighing the pros and cons of hiring someone full time
versus going to some sort of platform or hiring a onetime consultant.
And so with these three different types, you're going to have one of each, because you're
doing a minimum of three pieces of content.
And then the last two, if you decide to go above and beyond the three minimum, you can
pretty much choose whatever.
Now it might be hard even with these three different types to know, okay, but what specifically
should the content be about?
And this is where our customer avatar profile comes in.
Again, I'll link up and the description and the cards to a video that takes a much deeper
dive on this.
We're just going to blaze through the last two questions.
And that is what results are they after?
And what do they think is getting in the way or the perceived roadblocks, other results
that they are trying to achieve.
Now spending 20 to 30 minutes answering this question, once you have your ideal customer,
is going to make it very clear what type of content or what your content should ultimately
be about.
So, as a quick example, let's say we were trying to attract people to a YouTube growth
consulting service.
So our ideal customer is someone who's trying to grow a YouTube channel and have that be
their primary source of income.
So what would their desired result be?
Well, they probably want to grow their channel faster.
They'd like to make a full time income from their channel so they can leave their current
job or wherever they're currently making money.
So who they think is getting in the way of that?
Well, they probably think they need more views than they're getting right now.
They're probably not happy with their subscriber growth rate and maybe they think their video
quality isn't up to par or they need to improve the ranking of their videos.
So with this very simple list, we can come up with three different ideas for how to tutorial,
right?
So the first one could be, how do you use playlists to rank your videos?
We're talking to someone who is struggling to rank their videos.
And we're talking to our ideal customer who is presumably struggling, growing their channel
and trying to rank their videos.
The next one, we could do a podcast where we interview one of our previous clients or
students, and they can share their story of success.
This is pretty much a case study, which is another great type of content.
Although I don't always recommend starting with that, use one of the first three and
maybe content piece four or five, be a case study.
And then finally we have review of budget gear for recording.
So we could go through a video talking about budget gear or easy ways to improve video
quality for someone who feels like their video quality, isn't up to par.
And just in case, you're still feeling like you're not quite sure what your content three
to five pieces should be about.
Then you always have these tools like SEM rush, BuzzSumo, answer the public, and of
course the YouTube suggestions box, where you can actually go to those places and type
in either your competitors or type in some of your ideas that you came up, when you asked
those two questions, the results and roadblocks to see if other content is already working
or ranking.
And so once you've done that, we're ready for stage number two, which is going to be
the call to action.
Now, this is really important, because this is going to be where you ensure that your
content isn't just something that someone reads, watches or listen to and goes, Oh,
that was nice and then moves with their day, right?
Because you need to generate leads.
You want leads for your business.
And so the way that we do this is now that we've built some rapport with your content.
It's time to tell your prospects exactly what to do next.
And so there are three different types of calls to action, and you want to use at least
three separate calls to action inside of each one of your pieces of content.
So the first type of call to action we have, is the softest one on this list and that's
simply directing people to other pieces of content.
The second type we have is telling them that you can book a free discovery or strategy
call with you.
So this is great, if you don't already have some sort of follow-up sequence via email,
or you don't have a lead magnet, which is going to be the next type.
So you can always change out what your call to action is going to be later in your content.
You can always redo the video or update your blog post, but this is the fastest way to
get people on the phone, so you can actually close them.
And presumably they have some rapport with you because they've already engaged with your
content, as opposed to you just trying to run a cold ad and then immediately ask for
their contact information.
So this content as a buffer between, I don't know who you are and actually getting on the
phone is so critical to improving your close rate.
Now, the third type we have is offering something of value in exchange for their contact information.
So instead of trying to get them on the phone immediately, you offer them something called
a lead magnet.
Now, if you're not quite sure what a lead magnet it is, or you don't know what you should
be doing using as a lead magnet, I'll link up in the description to a video that walks
through different types of B2B lead magnets you can use to attract different types of
lead you can use to convert your prospects.
Now let's go ahead and go through each one of these individually, for some examples.
Now the first one is going to be quite easy, because I've done it multiple times in this
video.
Again, I'll link up in the description and the cards to a video that takes a much deeper
dive on this.
And just in case you already had your ideal customer already ironed out.
I also referenced another video that walks through creating different lead magnets for
B2B lead generation.
And so that's just a quick example of how you can link to other pieces of content.
It's not going to be a huge call to action, especially if you only have three to five
pieces of content, but it's okay to link as much as you can, between those different three
to five pieces of content.
Now the next type of call to action.
We're going to take a look at this blog post by Nick Kolenda and hear what he's done for
his lead magnet is instead of creating a whole new separate piece of content or creating
another piece of media, he's gone ahead and created a PDF version of his blog posts, because
he makes really long and in depth blog posts.
So it's kind of two reasons I brought this particular example.
Number one, this is a great blog to look at when it comes to creating awesome content.
He's grown an entire business out of making great content pieces and it's proof that quality
can actually beat quantity when it comes to number of creatives.
And then number two, you can see that it doesn't have to be something super crazy valuable,
or super new and exciting.
Simply offering a PDF version of his in-depth guide is enough to get people, to provide
their contact information.
Now, another great blog to learn how to include calls to action inside of your content is
going to be digital marketer.com.
So this particular example is one that talks about email marketing and throughout the blog,
not only do they have actual graphics, where they ask people to click through to one of
their opt in pages to learn more about their free trial, they also directly link specific
words in their blog posts that direct people to sales pages or opt in pages.
So both of these blogs are really good examples of what you can do and the power of creating
content, digital marketer does a great job with calls to action everywhere where it doesn't
feel spammy.
And Nicole Linda's blog is really great for understanding what does great content look
like.
And again, you only need three to five pieces of content.
You don't need to be posting three or four different pieces of content per week or day.
And so once we have all of that, you've figured out who your ideal customer is going to be.
You've been very specific, which means your content is going to speak directly to them,
which means it's going to do a very good job of building rapport.
You've made sure to include at least three different calls to action.
You can have all of them be, book a strategy call, or they could all be simply opt in for
a lead magnet, but you want at least three in whatever combination of types you choose.
And the last step of this process is making sure our content gets in front of our ideal
customer.
And the best way to do this is with paid advertising.
Yes, I know we have to pull some money out of our wallet and do something, but simply
creating some content and waiting for a blog post to rank on Google or the YouTube algorithm
to finally recognize its genius is just not going to be a fun.
It's not a fun waiting game, because you're looking at anywhere from three to six months
before that process starts.
And I'm guessing you want leads right now.
So for anywhere from 5 to $10 a day, you can go over to LinkedIn and Facebook and start
running ads specifically to people based upon the companies that they are interested in,
as well as their actual job titles.
And so what you'll do is you'll drive traffic to your content.
And this is going to dramatically reduce the cost per click, because when it comes to driving
traffic, when you're promoting content, as opposed to promoting a sales page or a lead
capture page, your costs are going to be significantly lower.
So your budget is going to go a lot further.
You're going to have a lot more number of occurrences getting in front of your ideal
customer.
And if you're on a really tight budget, then I actually recommend starting with Facebook,
since LinkedIn tends to cost a little bit more, even though you're just promoting content.
Now, if you're going to be doing videos, then of course YouTube advertising is going to
be your best friend.
And for just a couple cents of you, you can get your content video that has your call
to action in front of your ideal customers.
You're going to want to use something called in Market audiences to do that.
I have a ton of different lead generation tutorials on how to use YouTube to generate
leads.
So I will link up in the description and the cards on how to do that.
So thank you so much for watching us, sincerely hope you got some value from this video.
And most importantly, you can see the power of creating your own evergreen lead generation
system, and that you don't have to be a content slave in order to leverage the power of content
marketing.
Although you still need to use a little bit of paid ads to make sure your system continues
to run smoothly and perpetually.
So make sure you check out the links in the description to the other videos I talked about
how to put together your ideal customer avatar, the next step, if you're looking for ideas
for your lead magnet, and of course, how to actually run YouTube ads for just $5 a day,
generating leads.
So hit that like button, subscribe for more deep dive videos, just like this one.
And until the next, keep building the business he love.