One of the most common issues I come across when working with clients, is with their leads. They either have too many leads for their team to manage, or too few leaving their sales team to twiddle their thumbs.
It’s critical to achieve a balance to ensure there’s enough leads to constantly feed a business, but not too many that they’re squandered or too few that there just isn’t enough.
Whilst there are many general causes to this, such as general mis-management and communication between marketing and the sales team, the biggest cause by far is how businesses do marketing. A lot of businesses run campaigns, that generate a chunk of leads, but then do nothing for a few weeks or more. So they’re constantly going from having too many, to just enough, to not enough. Madness!
Imagine if there was a way to be able to turn a lead tap, to either pour out more leads or less depending on the requirements of the day. Well, luckily there is! In fact there are many ways of doing this, combining different software, technology & marketing strategy.
I’m going to talk about the best way and explain how it can be used and more importantly managed, so a business always has enough leads. And if they ever run short, action can be taken to increase leads in a small amount of time.
The key is webinars — but not live webinars, not pre-recorded webinars.
On demand webinars.
On demand webinars are essentially pre-recorded webinars, but recorded in a way that it looks live and has no date stamps. It’s entirely evergreen, meaning it can be used for a long time.
But where on demand webinars really come into play is by being on demand — if somebody suddenly wants to watch a webinar, they don’t have to wait for the next one — they can watch it almost instantly!
For those who don’t know, webinars are a great way of creating leads and even making instant sales. Webinars can vary in length, but usually follow a similar format:
- Reminder and confirmation of the viewers problems
- Education on best ways to solve them — including what the business itself has to offer
- Call to action to sign up for or buy the businesses solution
There’s two other parts to this strategy. Firstly, somewhere to get traffic for the webinar from. Because this is all about control and management, being able to increase or decrease leads at will — the best way of doing this is Pay Per Click ads.
The best options for PPC by far is either Facebook or Youtube ads. But the strategy for using them differs from a lot of other ads. They need to be framed in a way that reveals that a webinar is literally about to start and that whoever is seeing the ad needs to jump on right now.
Now because of how on demand webinars work, there can literally be 100s of the same webinar playing at any one time — but each started at a different time depending on when somebody went to watch it.
The additional part to this strategy may not be needed, depending on the webinar software used. There needs to be a landing page that people viewing the ads can go to to sign up for the webinar. Some webinar software does this, others do not. Upon registration, the person will then be taken to the webinar.
Turn on the tap
So we know that webinars typically convert highly in terms of leads and sales.
We also know that we can increase or decrease ad spend as and when needed, allowing us to essentially increase or decrease the quantity of leads arriving.
The very last piece is essential — because whilst the on demand webinar strategy works incredibly well, it’s no use being able to turn the tap on and off at will, if we have no idea on the leads needed.
So a business needs strong awareness of key statistics — such as how many leads a sales person can get through in a typical shift or day. But of course, many leads stay as a lead for a long time, so existing leads need to be taken into consideration when determining how many new leads are needed.
Sure statistics are never 100% accurate, and 1 lead may take several hours and or some a few seconds. But the key is to constantly monitor and be aware of what leads there are, how long they will roughly last for, and how many are needed to come in.
-Run PPC Ads such as Youtube or Facebook promoting a webinar that is literally about to start (what luck!).
-Send traffic to a landing page and then to the on demand webinar.
-Monitor leads daily to ensure there is the right balance — if there isn’t enough, increase PPC spend. If there is too many, decrease the PPC spend.
-Always have enough leads — avoid squandering marketing spend to acquire leads that can’t be dealt with, and also avoid sales team sitting around twiddling their thumbs.
Maximise ROI, make lots of sales and run a successful and profitable business.