- In the last few months we've talked a lot
about cold email but it's been a really long time
since we've talked about lead generation.
And we got a question yesterday about it.
So I wanted to go through our four step lead
generation process which will cover the four things
you need to think about when generating leads,
where to find them and everything around that concept.
So let's jump into it.
The first thing you want to do when you're building
a list of leads is visualize the customer.
That means sit down and try to get as clear
a picture in your mind as possible of
the type of customer that will buy from you.
And as an agency, I know you're thinking,
we can sell to everyone.
But for a cold email system to actually generate revenue
for you, the campaign needs to be as specific as possible.
You need to make it seem like
you're talking directly to a specific person.
A good example of this is I was just on the phone
with our director of sales to run through
the cold email campaigns for one of our agency clients
for Experiment 27 and the email because
they didn't pick a niche was extremely generic
and that's what we had to work on.
I can't give you the exact script here but basically
it was we sell design services and
we also sell mobile app development
and we also sell web development.
We've been in business for 15 years.
Basically all this stuff that is irrelevant to a client.
Because in a good cold email or really
a good ad campaign in general, the client just wants
to know that you're talking directly to them.
So visualize that client and have a very clear picture
in your mind of who exactly that person is.
We have a super in-depth old video
on the ideal client profile, which you
can check out right there and that will help you
go more in-depth on exactly who your customer is.
Once you've got that extremely in-depth idea of who
your customer is, step two is to identify a lead pool.
A lead pool is a site where everyone
that would be interested in what you're selling
has opted in in some way to be on this site.
For Experiment 27, we sell to a lot of agency owners, right.
We do lead generation and build marketing systems
for marketing agencies, mobile app development agencies,
all of those types of digital agencies
and there's no better place for them
than a site like Behance or Dribble.
Because a customer that needs marketing
and is a digital agency wouldn't be on Behance
or Dribble if they weren't, at least,
a little bit worried about growing their client base.
Sometimes you can't find a lead pool that's that specific.
Recently, we were pitching a reality show
with Garblick and we wanted to find production companies.
And the best place to find contact info
like that is IMdP Pro.
That's where production companies will list
their points of contact, their email address,
think LinkedIn Sales Navigator
for the entertainment business.
And using that info, we were able to book a lot of meetings.
So, to find a lead pool, think about
if your ideal customer was trying to do what
you offer, themselves, where would they list their site.
If it's local businesses, it might be on Yelp.
If it's e-commerce stores, it might be
on something like the Shopify directory.
Think about it for awhile and come up
with what your specific lead pool would be.
Once you have a lead pool of companies,
it will be pretty easy to build that list.
Step three is scrape the data.
So that's not using a bot to actually pull
the data off of the website.
It could be manually.
It could be using a virtual assistant to do it.
But it's taking the info from that lead pool
that you found and putting it into
an excel spreadsheet that you can use to email.
Then adding all the info that we talk about in these videos.
Here's our cold email tear-down playlists.
You can see all of the types
of cold emails that we're sending.
And once you have all your data in a spreadsheet,
the hard work's outta' the way.
So then you send your cold emails.
And you test.
And you do the optimization.
Here's another link.
This is our email optimization video.
It's a checklist that you can use to see
if your emails are performing and if they're not,
when to actually rewrite them.
And then rule four is repeat step two
until you have to change customers.
Step two, if you remember, is finding a lead pool.
So let's say your mission to create
the ultimate lead generation campaign sends you
to Dribble and you use all the contacts on Dribble.
Step four basically means find another one
so go to Behance and build leads there.
But if you're sending cold emails, I wouldn't send more
than 100 to a specific type of contact until you've hit
the benchmark stats in that benchmark video.
So at least a two percent meeting book rate
is the final number that you want to aim for.
If you wanna see this whole process in action,
we'll put a link in the description down below
to our actual cold emails that we're sending
at Experiment 27 and you can watch me do a live send.
I actually end up making about 10 grand
from the sends in that video.
And if you run an agency and you need marketing support,
you want someone to send cold emails on your behalf,
get you new enterprise clients and help grow
your agency quicker, check out experiment27.com.
Also, if you found this video valuable
and you want to help to us grow the channel,
I'd love if you would share it with a friend or two.
We're trying to get 100 thousand subs this year.
So every share really counts.
I'm Alex Berman, thanks.