The first thing you do when setting up your online business and by the way, the most important is generating leads. Without leads, there are no clients. And with no clients, you do not have a business right.
So, leads are the lifeblood of your business.
But it also is the hardest thing to do if you don’t know how.
This article shows you step by step everything you need to know to start seeing leads, prospects and paying clients come to your business. And it shows you how to automate the whole process, so that you even generate leads while you sleep, have fun or are on vacation!
What is Lead Generation?
Lead Generation simply means that you collect contact information from a person that comes to your website and is interested in what you have to offer.
You want the contact information, usually an email address or sometimes a phone number to build a list of qualified people that you can follow up with.
And you want to follow up with people that are already interested in your offer. You want to build trust and authority so that when they are ready to buy your services, they will buy from you and not from your competitor.
So, this is one of the most important processes in your online coaching business.
Why lead generation is important
When it comes to finding and getting new clients, there are actually 2 ways to go for it. You can use the yellow pages or your phone book and start cold calling people that you do not know.
You can contact people that came to your website and showed interest in your services.
What you prefer to do?
Well, I can tell you what I prefer. Especially I do not even have to call them but can send out an email to remind them of my services.
And it gets even better! I can automate the whole process, so I can set it and forget it until a potential client knocks at my door and wants to buy.
Do you now agree that this is important? Do you want to know how to do it?
Ok, let’s go!
How to do lead generation
Your lead generation starts with an opt-in form on your website that is connected to an autoresponder service on the Internet.
Oh, I know that was geek speak. Sorry!!!
So, what I mean is that you have a form on your website where a website visitor can leave their email address in exchange for something of value for them. And an autoresponder is a Web service that puts the email address that you’ve collected into an email list and allows you to send out emails to the entire list. That means you have to write the email once and then it will be automatically send out to all people that are on your list.
I don’t want to focus on the technical part here.
Setting up an opt-in form on your WordPress website is super easy. I recommend [Thrive Leads] by Thrive Themes. All their stuff is optimized for conversion, is looking stunning and professional and very easy to use.
For an easy to use and robust autoresponder service I recommend [Active Campaign].
More important than the technical setup is what freebie you give them in return for their contact information.
Don’t believe anybody that says that’s not important. Just promise anything and put together a crappy PDF report or even worse buy a ready-to-go PDF from someone that sells it online.
DON’T EVER DO THIS.
Remember getting the email address is just the beginning!
You want to set up trust and authority!
You want to build a relationship!
You need to give your visitor something of VALUE!
What is of value to them you might ask. That’s a great question! People that surf the Internet and come to your website are there for a purpose. They have a problem and they are looking for a solution. If you can put together a PDF or even a video that solves a burning problem for a potential client.
You got them!
Ok! But how do you know what their most burning problem is?
The ONE thing
The biggest problem that I see with people that just start an online business is that they so desperately look for a client that they think they have to go for anybody who could benefit from their service. I know, I have been there, I have done this!
But folks, that just doesn’t work!
What you need is a STRONG marketing message. And “hey, I solve any problem for anybody” is just not that strong ;-).
So, you need to know:
- Who is my ideal client?
- What is their biggest problem or most burning desire?
- How can I help them the most?
Your ideal client
Who is your client? What are the demographics and psychographics of this person? And yes, I want you to think about a single person!
Your marketing message should directly speak to people that are like this person. They should have the feeling, hey, that’s me! Your marketing message has to speak to their hearts.
To make this happen, you have to know the pains and frustrations, the dreams, goals and desires, and the fears of your ideal client.
So, I want you to write these things down. What are their biggest pains and frustrations and what are their biggest goals? What are they frustrated with and what do they want?
If you are a fitness or health coach, your ideal client might want to lose weight. That’s their desire. But what is even stronger is what will happen if they don’t change their diet or if they don’t start to exercise? There biggest fear might be that they are going to have a heart disease and die young. Or if they are single, they might be afraid of being a single and lonely forever.
When you think about this, and you hopefully have a solution for it that you offer via your coaching services, then you have a really strong message to your ideal market.
Your BOLD promise
People are not interested in WHAT you are or what you do. “I am a health coach”, “I am a business coach”, “I do group coaching” …
People are interested in WIIFM. No, not what the f*%&§…. ;-).
WIIFM means “What’s in it for me!”
People want to know what they get out of working with you. For example, a great promise would be “I help busy moms to lose 15 pounds in 30 days.” This clearly speaks to one single ideal client, which are busy moms in this case.
Yes, you can promise “I help people to lose 15 pounds in 30 days.” But people just don’t believe in generic solutions that help everybody. So, when you can call out your ideal customer, that makes a strong message to your market.
Your Freebie / Lead Magnet
Now that you have your ideal client and your unique message to the market. Now it’s time to think about your freebie.
What is ONE thing within your own signature solution that can help your potential client NOW? Right away!
Maybe that’s a recipe for a breakfast that helps you burning fat and starting the day on the right food by having a delicious breakfast and melting your body fat the same time!
That would be an awesome freebie!
You see, you need to look at the whole thing with the end in mind. Most people start their online business with thinking of what they can offer as a freebie.
But you need to turn the process around. If you know who you want to serve, what they need most and what you have to offer, then you can split of a freebie out of that overall solution.
That’s how it works!