Watch to learn:

• How Zoek built a marketing-first lead gen strategy through effective demand generation
• How to drive traffic to your website
• How diversifying your lead sources can impact your business
• Lead gen strategies you can use
• How to build lead gen tools for your business
• And more!

okay yeah let's get started then perfect perfect I'm so excited

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everybody's here I'm excited that we're here I'm ready to welcome everybody to lead Gen 101 I'm kind of sounding like a

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first year Professor welcome to 101 unlocking the

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secrets to Skyrocket your business traffic um I'm really excited I'm here

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with Kesley Smith I'm mateline Johnson signups content and Community manager

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today we'll just be you know covering everything from about leaden for like

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whether you're a small business or whether you're an agency how you can drive traffic and build great strategies

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that are gonna like Skyrocket your engagement Skyrocket your traffic get you some great leads um Kesley Smith is

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the marketing director at zoch marketing um which is one of our partners and she is both the marketing director

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and master of lead gen which I'm sure you'll come to see over the course of the next hour um yeah so Kesley why

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don't you tell everybody about yourself absolutely well first of all thank you everybody for coming I'm so

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excited to be doing this webinar with signup so thank you signup and meline for inviting me to do this I'm really

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excited to share kind of tricks of the trade and help you generate more traffic to your business and more leads as a

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result of that so my name is Kesley Smith as mentioned um not Kelsey I am the marketing director for

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zoke marketing like Matalin said and I have nearly a decade in the marketing Arena working in all types of marketing

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so brand marketing digital marketing B2B marketing and generally everything that falls under the wide scope of marketing

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uh if it's marketing related I have experience in it so through the years I have hon my experience in business

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development demand generation strategic Partnerships and lead generation I I found all of these efforts combined

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really fuel you know strategies and um efforts that funnel Legion and create

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sustainable results so over the last five years I've been at the directoral level so I strive every day to build my

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skill set and expand my knowledge base I also strive to learn fresh fresh strategies and deploy new marketing

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techniques every day to provide effective and impactful solutions for zoke as well as our clients and partners

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as a whole yeah you your experience clearly shows in the way that you speak like I'm sure everybody's GNA realize that you

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have some incredible gems about all things lead gen you're like an amazing marketer so yeah I can't wait to hear

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what insights you have to say um why do we yeah like just give everybody a

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little bit of background um on zoke absolutely so first of all thank you for

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all those kind compliments um so to start off uh zoke was founded by our two co-founders so Sam rer our CEO and Doug

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Powell our CFO um established so in 2012 with a Clear Vision to revolutionize the

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online landscape for small businesses and over the last decade Z has grown at warps speed serving companies in VAR of

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varying sizes and industries so zoke is undergoing an exciting Rebrand right now

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so we're transitioning from a specialty partner specializing in you know wix's website design SEO um to a fullscale

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comprehensive and contemporary marketing agency serving small to Enterprise level clients across varying Industries and we

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offer a variety of digital marketing services so we really are transitioning

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and have started the transition and are you know rebranding to become and encapsulate a you know onstop shop for

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digital marketing and we've grown so much just in the last year alone that you know we've added new service

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services and we're really keeping our clients and our partners at the focal point of what we do and you know

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expanding our service space uh to accommodate their needs specifically great yeah I I've loved

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hearing from you about the Rebrand and about the expansion um yeah and like a lot of cool Innovations you guys are

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doing in the lead generation space as you're expanding and kind of reimagining your brand um yeah which is why I

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thought you guys would be perfect to give some some insight so yeah so how how are you kind of building with the

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Rebrand in mind how are you building out this this strategy with more like

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marketing first yeah absolutely so um being that zoke was a very uh we were a

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specialty partner partner that focused uh widely just on website design and SEO

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um we started out as a very sales first company driven by referrals and outbound sales efforts so you know our our

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process was more sales first you know referrals would come in they would go direct directly to sales sales would

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convert into clients and then you know we would engage with them through like workflows and drips and things like that

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but we didn't really have a robust marketing first approach because widely

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our strategy was just outbound and referrals so as we transitioned into

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more of that comprehensive marketing agency serving you know a wide variety of clients um in varying Industries we

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transition to um lead with more of a marketing first approach to focus on

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elevating our brand positioning and awareness to of course build trust credibility and engage with our target

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audience through new lead sources so when you're targeting new lead sources

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that are separate from what you have been doing from like warm referrals or from outbound efforts you have to

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realize that these people don't know anything about you yet so you need to give them time to be nurtured and um

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make sure that your strategies are reflective of your target audience and how they've interacted with your brand

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so if you're targeting new lead sources to understand that they're not quite ready to buy but they're you know

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they're ready to learn more about you so that's why we put hubspot's flywheel

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approach to marketing kind of at the center of what we do so that pertains to attracting engaging and delighting your

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audience while keeping your customers and your clients at the focal point of your marketing so when I came into Z I

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worked very closely with my marketing operations manager to revisit all of our marketing strategies and ensure they

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were optimized for this new marketing first approach right so we started building everything from the ground up

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with more of a holistic approach so understanding you know where our target audience are is you know how we were

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going to reach them you know how they were going to engage with us you know what information we were going to uh to

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deploy and things like that so we started first of course with our brand strategy and positioning so we realized

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that our uh you know our branding in our position was mainly still targeted at being a specialty agency so we really

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wanted to elev at that to you know to capture our new positioning which you

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know positions us as a fullscale OneStop shop marketing agency so we are

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currently going through Rebrand right now so we're altering you know some of our branding our our messaging to really

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showcase that we are the comprehensive you know leading marketing agency that

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uh you can trust as your One-Stop shop for all your marketing needs so of course that will you know incor uh you

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know rebranding messaging and largely our content strategy which will affect

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all of our other marketing strategies so um next in turn is focusing heavily on

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you know diversifying our lead sources through both our inbound and outbound marketing efforts so I'll go into those

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a little bit later and then also identifying that you need to build

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demand for your product or service or business so building demand especially for lead sources who don't know who you

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are at are yet is at like the top of the funnel so building interest building

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attraction and really engaging with our audience uh and building kind of like that want or that need for what we're

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offering and then lead generation which is more the bottom uh bottom of the funnel is engaging and converting those

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interested uh you know customers or you know uh visitors into clients so right

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next yeah so next um you know our partners are huge part of our business

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it's uh again how we started we started off of being you know off of our Partnerships and warm referrals so um

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Partnerships and collaborations are huge especially for uh you know expanding our business so working directly with our

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you know already established Partners to ensure that we are doing you know what we can to help Elevate their business

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and you know expanding our services to accommodate more of the clients that you know they can send our way um and so you

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know for example our partners such as signup and um and really focusing on

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bringing in new Partnerships so building you know a referral program so our current clients and you know new

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partners can send us referrals uh based on you know needs of Their audience and

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what we can provide for them if you know they don't provide it themselves so um really focusing on elevating our

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Partnerships our collaborations with our current partners and becoming a trusted company for you know expanding our

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partnership base so of course you know making sure our current Partnerships

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such as the ones with sign up and our current partners are strong and you know always improving and then always you

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know finding new ones to uh expand our target audience so building out that

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that demand to attract and engage our audience comes from ensuring these strategies are built for success for

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this new positioning strategy so since we are operating since we were operating off of referrals and more outbound

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efforts we weren't attracting potential customers through education or thought

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leadership um and our branding and our website was reflective of that so we changed that to be reflective of you

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know positioning us as a thought leader in the marketing agency so we really honed in on re on revamping all of our

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marketing efforts to really focus on these you know core pillar pillars so

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strategy being first so building a community and creating more business opportunities to drive results um

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influence so developing an executive and Innovative approach to drive awareness

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and growth and to continue to build and sustain audiences and business partner

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relationships so next is Authority continue to build and improve our brand

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and messaging to position us as a leading One-Stop shop agency so solidify and enhance our credibility and

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revolutionize our brand so lean into positioning us as a thought leader and being the go-to resource for marketing

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um where people and you know where our target audience can find a wealth of content and then also find services and

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a trusted agency that can help them with all their marketing needs and lastly is going to be impact so recognize

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expertise is essent is essential for Success especially since we all live in a digital age and it's widely saturated

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especially in the marketing space so making sure that our marketing and our branding and our strategies are putting

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our customers at the focus focal point and really solving their specific needs so elevating our visibility and our

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influence to create value for our customers to create more business opportunities more Partnerships um and

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in turn create more customers and more revenue for the company right right yeah and I I love

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like that you mentioned kind of focusing on the customer obviously like building building inbound is really hard building

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a marketing for strategy is very difficult but like if you Center on who your customer is who your partners are

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going to be then you can build something that really brings value and really can you know have a good foundation to drive

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leads and yeah to be successful yeah absolutely yeah and I I know you're

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talking a lot about the Rebrand which is like insanely impressive like building from the ground up you have to Rebrand

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because you're kind of changing your entire marketing strategy making it more you know marketing first instead of

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sales first so in the midst of all this I'd love to hear about how you guys are nailing your messaging and branding and

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any tips you might have for people who are you know trying to replicate the same yeah absolutely so uh following

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that model so following keeping your uh your customers and your clients and your target audience at the core of what you

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do is understanding who so as as Z so when we looked into this and looked into

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the Rebrand and looked at you know where we want to be we really started to understand who we were versus who we are

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and who we want to be so being adaptable and evolving towards the needs of your

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clients because evolving so that you are accommodating your client needs is how

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you're going to continue evolving as a business and keeping client retention as well so keeping your customers at the

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center of your strategies uh because they you know they make or break your business so understanding how to attract

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and communicate with your target audience and first that comes with first understanding who your target audience

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is so understanding what problems your target audience is facing and how your

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agency or your product or service can help Sol solve those problems or provide solutions for them so catering

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specifically to their needs and providing messaging and resources that speak directly to them so building trust

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and credibility with your audience so like I said you know positioning ourselves as a go- through Resource as

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you know a Content Hub as a resource Hub and things like that um so we

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implemented our Rebrand to accommodate you know Fresh brand awareness and positioning effort so z uh was making

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significant changes both you know internally and ex externally you know we were launching new Services we are

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hiring new employees and we really wanted to Showcase who we are transitioning towards you know this

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being this full comprehensive One-Stop shop agency instead of a specialty

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agency as we once were so our marketing first strategy really focuses on

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building that credibility Authority strategy and influence really want our content and our marketing efforts to be

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reflective of our expertise in this industry because like I said you know the marketing industry it's so saturated

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and we really need to position ourselves as how are we different and how are we

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you know how are we how are we better for example you know how are our Target why is our target audience going to you

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know choose us as their trusted agency compared to one of our competitors so really understanding what our why is you

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know what our unique value proposition is and what our competitive advantages are and that's a great piece of advice

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for any you know any businesses it's really understanding who your target audience is what your why is what is

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your you your unique value proposition what is your value ad and what are your competitive advantages uh compared to

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your competitors so we are scaling towards being you know more thought leadership efforts uh like I said to be

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a go-to resource providing a wealth a wealth of knowledge and expert services to essentially walk our talk um and so

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we're implementing more nurturing into our into our new leads especially our leads who are finding us from

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alternative lead sources so um for anyone you know who is in the space and knows you know what if you get like a

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referral from either a company or a client or something like that those are

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pretty warm leads right they uh they typically don't need as many conversations because they've already

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you know they've already kind of dipped their toe they already know what what your service offering are and they're

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already like interested in what you know you can provide for them with leads coming in from alternative lead sources

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such as you know organic or uh paid social and things like that they're a little bit colder they they need to be

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more nurtured they need to learn about your company and trust your company before they make that next step to

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either you know um book a consultation um you know click a resource or uh or

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make a purchase right so we are implementing more of our marketing first

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strategy to be nurturing to our new leads so finding our new leads that are finding us from alternative lead sources

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and understanding the conversion timelines from different lead Source strategies so um we really tweaked how

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we were communicating with um you know let's say uh referrals from clients

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versus New Leads who are coming in so um you know how we communicated with them

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previously was in a very you know sales first approach and of course you know we still do take that approach when they're

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you know when they're warmer coming in but for the leads that are coming in from different alternative lead sources

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you really need to alter how you're communicating with them and alter your messaging so we tested Out Concepts and

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um con communicated more casually and integrated the art of passive selling um especially to our new leads so what is

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passive selling you ask um people are s are sold to 247 you can't do anything

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nowadays without being sold to in some way so people are pretty sick of being directly sold to all the time so taking

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a more marketing a first approach focuses on Solutions and results rather than direct to sale or otherwise known

17:37

as passive selling with the art of passive selling the focus is not selling at every turn instead you're focusing on

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nurturing your leads by providing them with information tailored to their specific needs sound familiar so for

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example um to walk our talk for example we noticed a huge increase in engagement

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with a more nurturing and Casual community ification style in our email campaigns targeting New Leads so we AB

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tested um on some active sale an active sales approach so more of like that

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active selling approach versus a more marketing first approach and a more passive approach with some of our

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unengaged um contacts with you know consistently poor open rates below 5%

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and almost a non-existent click-through rate so when we tested out this more casual and passive um tone to these

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contacts we saw a huge uptick in our audience engagement so open rates to

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these unengaged and what we were calling you know dead leads for example because they were so unengaged um surged to an

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average of 133% um in open rate and our ctrs

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dramatically improved so ctrs meaning click-through rates dramatically improved oscillating between two% and 7%

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when the industry St standard is 2% so we saw a huge

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yeah it was insane we saw a huge huge upti uptick in engagement by just tweaking the way that we were

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communicating to these segmented list so understanding that they were in a different position that they needed to

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be more nurtured more you know talk to in a more conversational tone that wasn't so active in selling a service

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right so these metrics really showcase how refining and adjusting your

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messaging can hugely impact your lead engagement and and interactions overall

19:30

yeah no that those are crazy numbers like 7% click through rate I don't click most of the emails you know I don't even

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open most of the emails I get every day people are always you're so right people are inundated with like people are

19:41

selling to you every day and sometimes people just need they need to know who you are they need to you know they need

19:47

a little nurturing first so yeah the the proof is in the numbers truly um

19:53

exact with the with that in mind I'd love to you know hear a little little

19:58

bit about how zoke is actually driving traffic and leads through inbound and

20:04

outbound yeah absolutely and to add to that point so um uh the point earlier

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about numbers um I forgot to mention we are uh we were a averaging with those unengaged contacts with those this these

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new Concepts um an average open rate of 35% when the industry standard is 22% so we really saw massive massive

20:26

engagement so that was that was something we were super proud of but um back to driving uh traffic and leads so

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generating leads you guys involves a multifaceted approach so myself I like

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building robust inbound and outbound marketing strategies that complement each other and create demand to then

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produce quality leads so for those of you who are asking which I'm sure you are is inbound marketing first inbound

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marketing is more of your magnetic or pole marketing gears more geared more

20:58

towards attracting your target audience so inbound is focusing on attracting

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your best prospects and active and those actively looking online for results so

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starting first with your website your website is your brand and your company's

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first impression visitors will judge your website based on your digital experience and a highquality quality

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website can and will position you as a thought leader when done correctly um as well as an indry leaders

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so your website also acts as your digital home base so your website is where your content resides and you'll

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drive traffic from other channels to your website so making it your home base

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um it will be your resource in your content Hub so I've talked a lot about content and being you know uh you know a

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resource Hub your website should position you as an expert and credible and trustworthy it should provide

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valuable content and information to your target audience so blog posts articles

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videos and other typ types of sharable content that are foundational to inbound marketing so your website is also the

22:03

primary location for capturing your leads so through content through gated content such as like white papers ebooks

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webinars and tools that require contact information you can capture visitor information turning visitors into

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idential lead identifiable leads so also your website needs to be managed and

22:24

maintained correctly so your website should be maintained you know onor regular basis to ensure it consistently

22:31

operates smoothly and is secure and safe because there's nothing worse than going to a website where you find broken links

22:37

or that take you to different pages that will never deter a customer fast customer faster or faster than having a

22:44

website that isn't reflective of what your brand does so next I will say this

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so many times over the over the course of this webinar but content creation and optimization content is King and I will

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will die on that hill so uh making sure that you have a wealth of content that

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is uh easily sharable to share your message message so blog post so regularly updated articles that address

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your target audien's interests pain points Solutions um ebooks and white

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papers so comprehensive guides on specific topics that require users to provide their contact deal details to

23:21

download lead generation so infographics so appealing Graphics that break down

23:27

either com complex or complex information or data into more easily digestible formatting um videos so

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videos are so educational they're so informational so providing educational

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tutorials or explainer videos that inform or entertain your audience that or engage with your audience so um also

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focusing on results focused content so case studies testimonials reviews Etc so

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you can really say the proof is in the pudding um next is going to be SEO so

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really optimizing your website for SEO so onpage SEO is optimizing individual

24:07

web pages uh with targeted keywords and meta descriptions and high quality content off-page SEO is building

24:14

backlinks from rep reputable sources to imp improve your website's Authority and

24:20

Technical CEO is ensuring your website is fast mobile responsive and secure so

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next we're going into social media marketing we all know how important social is um so making sure you have a

24:34

good mix of organic you know organic posts that are informative entertaining and engaging um and making sure that you

24:41

are really creating a community online through social so responding to comments participating in conversations joining

24:47

groups forums that are relevant to your industry is a huge way to engage with potential Target audiences and you know

24:54

potential Connections in in your industry next is going to be landing pages so using specific web pages

25:00

designed to display a particular campaign product or service offering and Ed to convert leads um next email

25:08

marketing is so important and one of uh you know the one of my favorite ways that we're targeting leads right now um

25:15

so making sure you have a newsletter that you know sends company updates you know um anything need to know about your

25:20

business um you know that covers you know need to know topics specific you know questions that are being asked

25:26

things like that uh drip campaign so automatic sequences of emails that are sent to your users based on specific

25:33

triggers or behaviors and then targeted campaign Outreach so through so reaching

25:38

uh segmented audiences through um segmented email lists and you know um

25:43

adjusting your brand messaging and brand strategies and offerings um specific to the needs and uh wants of these specific

25:50

lists so that will also incore with um understanding your audience and understanding your audience's pain

25:56

points and also doing market research on your leads um and then next is

26:02

interactive and personalized tools so uh building quizzes and surveys so engaging

26:07

with Visitors by offering personalized feedback or insights based on their answers um calculators are great tool so

26:14

for specifically for Industries who um where customers might need cost estimates savings calculators etc those

26:20

are a great tool and then paid ads paid ads um so paid ads and semm are

26:25

extremely effective because um they are able to reach directly to your target audience through

26:31

demographics interests and behaviors and then next is my personal favorite so I

26:36

as I've mentioned a couple of times you know when we first began this company we were operating off of warm referrals um

26:43

and uh outbound sales efforts so building a referral program that encourages clients and partners to refer

26:51

more clients and rewarding them for closes so um with inbound marketing at

26:56

its core it's all about providing value so by creating and promoting content that addresses the needs and interests

27:03

of your ideal customers you can naturally attract inbound traffic that you can convert clothes and Delight over

27:09

time so going back to my flywheel approach so that was a very long-winded answer and I will go next into outbound

27:16

but mateline did you have I yeah I have a quick question just um you obviously

27:22

you mentioned a bunch of things and they're all like so important for driving leads and driving traffic but

27:27

for teams that might have less resources or may not be able to fully devote to everything especially like the different

27:34

content types that you mentioned obviously all are very helpful between white papers or videos or like tools and

27:41

other things um like what would you say someone should focus on if they're they maybe don't have resources to devote to

27:47

all these strategies so first thing you want to primarily focus on is going to be your

27:53

website so your website needs to really be your digital business card if you

27:59

will it really provides that first impression so making sure that your website is optimized um and that next

28:06

leads into SEO so having a home base and then having a method that is driving traffic to your website are going to be

28:13

you know SEO and website I think are the primary things that you should FOC focus on and then having you know you don't

28:20

have to so regular content is going to be essential especially for growth but start out with you know like one block

28:27

post per month or like one white paper per month that you can post on the website that lives on the website that

28:32

you can drive you know resources towards um I would also say social is a good way

28:38

to get started um for free so M making sure that you understand who your target

28:44

audience is and where they primarily live so let's say um you're a small

28:49

business owner and you know that most of your clientele resides on Facebook so building an active Facebook strategy so

28:56

not trying to bite off too much at once um especially when you're building up

29:01

because things like you know website will require consistency and content requires consistency but social media

29:08

rewards consistency so making sure that you understand who your T target audience is and where they primarily

29:15

reside on social media and building up like one or two platforms that you can really focus on but social is a great

29:22

way to get started um in social media it is a very

29:28

social media can be intimidating and it can be um it can be overwhelming but

29:33

that's where you can also partner with an agency such as zoke um that handles Social Media management for all you know

29:39

all business needs um but social media marketing is a good free way to get

29:44

started um with driving some of these lead gen efforts for sure exactly yeah and and how about

29:51

outbound what are your let's hear what you guys are doing for outbound as well absolutely

29:58

um I would also say uh a good starter is uh email because again email is free uh

30:03

you have email lists that are um that you already have through uh your efforts

30:09

and so really segmenting those lists and really positioning um your value to your

30:14

email list is going to be a starter uh strategy as well but no that's that's always nice to hear like low barrier to

30:21

entry not a lot of necessarily like resource investment required obviously to you have a good website you need to

30:26

invest some time and energy and money but yeah like email social um write a blog every month like

30:34

that that's something that that anyone could do yes exactly um so outbound so

30:40

outbound focuses on more of the push method of marketing so inbound being

30:45

pull outbound being push so instead of attracting your audience through pull

30:52

methods outbound is pushing information about you your product or services to a

30:57

broader audience so it's not as targeted as inbound so um going into that is going to be some paid external ads so

31:04

doing some advertisements in say newsletters podcasts um things like that

31:10

doing direct Outreach so reaching out directly to customers or Partners who you may feel like would be would benefit

31:16

from your product or service offerings um doing trade shows and imperson events

31:22

is a you know a great way to one um to network to Showcase uh your product or

31:27

service offerings to a broader scale and then also have more of those one-on-one conversations um cold emailing so uh

31:35

email marketing in an inbound sense um is different from cold emailing so cold emailing is sending emails to a broader

31:42

list without out segmenting or personalizing for individual recipients interests or behaviors so when you're

31:48

doing email marketing in inbound it really focuses on segmenting and personalizing to specific lists to

31:55

accommodate their specific needs and interest interest and then cold emailing is more about um sending to a broader

32:02

list without that personalization or segmenting um outbound telemarketing so

32:07

this is more on the sales side of our business um but it's similar to cold calling but um you know can also include

32:14

like scripted sales pitches that are delivered more over the phone um

32:19

so uh direct Outreach like I said is reaching out to Partners and clients um who would be a good fit to work with you

32:25

or your business um just display ads are display ads are on website to catch viewers attention and entice them to

32:32

click so they're not super targeted they're just placed on on a website um and then sponsorships so paying to have

32:38

your product or service promoted at an event or within media content so like let's say a podcast sponsorship or like

32:45

a let's say you do a bagd drop at an event so like putting like your let's say you sell pens putting your pen in a

32:54

event you know the bags that you get when you go to like an event or conference you know putting your product like in those bag that's what

33:00

technically would be a sponsorship um so while outbound ma marketing is extremely

33:05

effective it's often more costly than inbound um traditionally so if you engage in outbound practices make sure

33:12

you're tracking your investment um your Roi and the opportunity cost so that's going to be essential for growth as well

33:18

so here at z um we use a mix of definitely inbound and outbound strategies as they complement each other

33:23

really well for what uh we are trying to achieve with our business right which would you say has been like

33:30

the most effective for Z in terms of the different strategies um I would say as a whole

33:37

inbound for sure um as from a marketing perspective I know from the sales side

33:43

you know their outbound techniques really really do deliver and they really do work uh but since I'm not on the

33:48

sales side I I I don't really speak to that that much but they have a really robust um outbound sales efforts and

33:54

that's kind of again you know our company was started off of um warm referrals and more outbound sales

34:00

efforts so I will say that is an important piece but being marketing director and really building our

34:06

marketing strategy from the B ground up I can really say that our inbound efforts have been really effective for

34:12

sure um outbound is still super super important and I've had really great

34:19

success in direct Outreach uh you can't just uh with direct Outreach you um it's

34:25

it it's more consistent and it takes uh it takes more time to do but I've had really great um great results with you

34:33

know paid external ads um trade shows and in-person events and doing direct

34:38

sponsor sponsorships as well but I do know that our sales side does see really good results too from integrating

34:44

outbound like telemarketing and you know cold calling and things like that right

34:49

awesome um yeah let's let's get more nitty-gritty into the strategy I know a

34:55

lot of people who have joined they probably want to hear you know a little bit more about things that they can do

35:02

just I know you've gone into it a lot already but maybe like anything else you'd like to share in that realm yeah

35:08

absolutely so I would say when building any marketing or leaden strategy you ALS

35:15

you need to ensure that you're creating the demand first to funnel the lead genen so um I've kind of touched on this

35:21

a little bit but demand generation is more of the top of the funnel is how your business reaches new markets and

35:28

gets an audience excited about what you do and what you have to offer so the process really helps you increase brand

35:34

awareness it uh educates uh your audience and it generates trust and then Leen known as more bottom the of the

35:41

funnel um Leen is the process of increasing that audience interest in your business offering through nurturing

35:47

with the end goal of converting so people um with customers after so

35:53

converting people into customers after you know convincing them that what you offer um will help meet their needs so

35:59

providing those Solutions like I mentioned again so having a strong Foundation set for of course inbound and

36:06

outbound will scale um your abilities to generate demand and then in turn

36:11

generate leads so going right into strategy so like I said earlier um

36:17

having a really robust website that exemplifies who you are and what you do it should be your home base should be

36:23

your resource Hub a wealth of information um make make sure your website and your content is optimized

36:29

for SEO um so your website it's going to be your first impression so Make It Count make it last um you know how they

36:35

say you only have one chance to make a first impression it's true yeah your website

36:44

is your digital first impression so make sure that ending the right one um so

36:50

your search Eng engine optimization is crucial for discoverability so SEO helps

36:56

how you are found online and helps draic Drive traffic to your site so uh visibility across all platforms so

37:03

ensure your listing so your Google my business Facebook Etc are all set up and consistent with each other so making

37:09

sure your hours your social media accounts your um links are all consistent and they're all working so uh

37:17

these are all really important to make sure that you uh can be contacted or found easily because everybody is going

37:23

to search online first before they go visit some where so making sure that your Vis visibility is consistent and

37:31

strong across all your platforms um next is really driving into results so people

37:36

want to see why they should trust your business so as I mentioned earlier uh

37:42

your competitive Advantage your why your unique value proposition that you're offering in your you know nurturing

37:48

strategies is going to be your proof like how you walk your talk so your results that you can provide to

37:54

potential customers so reviews reviews are a great way to Source New Leads

38:00

because I don't know about you guys but before I buy anything or try out like a new nail salon or anything like that I'm

38:07

always looking at reviews so make sure that you um are asking you know customers for reviews good or bad

38:15

because you don't want to sway someone's you know experience because if they're

38:20

if they're if they had a great experience great but the negative reviews you really can learn from because negative view show you kind of

38:27

like where you're lacking in certain areas and what you can fix and it also shows customers that you can take

38:33

accountability you know you you're able to learn from your mistakes and things like that um

38:39

also true sorry it gives a little bit of nuance to your online profile too if you have some some more critical revie it

38:46

makes it seem like you didn't just buy a bunch of five star ones absolutely and we actually recently did a um a little

38:54

video um exclusive with with our because one of our I talked about having you know multiple partners one of our

39:01

exclusive Partners is trust pilot and we did a little exclusive like video kind

39:07

of webinar with them that talks about you know um navigating your reviews and

39:12

he even said like four star an average fourstar review rating is actually where

39:17

you want to be because companies who have all five star reviews seem a little

39:24

suspect in today's day and age they you know that so no one h no one no one has

39:30

had because you you can't please everybody we know this as humans you're not going to be able to 100% please

39:36

everybody so having a really solid like four star average review rating is

39:41

actually where he said is the best place to be because you have the people who really had a tremendous experience and

39:48

then you have some people that showed you know where you were lacking in certain areas and they really gave you

39:53

like the opportunity to change those things to you know fix you know whatever communication was with that client to

40:00

really like enhance their um their experience by reaching out directly to them it really helps you

40:07

drive your business forward because it helps you understand where you might be

40:12

falling short and where you're doing really well so actually you know negative reviews can really be you know

40:19

a blessing because they can really teach you certain things about where your business is lacking and where you really

40:25

need to focus on right um and then case studies so obviously if you have clients or people

40:32

who um you've worked with who have shown incredible results make sure you you know you're doing case studies with them

40:39

um you're evaluating kind of like what their what their process was what their experience was and you can share that um

40:44

of course you know get their consent first but you can share that um and use that as content to you know fuel more

40:50

leads so people when they come to your website they want to see results they want to see success stories so making

40:55

sure that you are really engaging with um your clients who have truly had a great experience with you um the next is

41:02

going to be social media social media is huge um it's a huge lead Source there's so much untapped potential in Social

41:09

right now so like I said earlier um social really rewards consistency so

41:15

make sure that you're picking one or two platforms that you can keep up with consistently where where your audience

41:20

is the most prominent so um not trying to bite off too many things at once uh too much that you can to um really

41:27

making sure you have a down pat consistent strategy on like one or two platforms and then you can expand once

41:32

you've kind of got the grasp on things um next is going to be building some free tools that will really draw on your

41:38

potential audience people love quizzes I love taking buz buzzfee quizzes I've

41:43

channeled that energy into creating um quizzes and personalized tools that

41:50

people can really appreciate that lives in like our target audience um because people love taking quizzes it makes

41:57

information more fun in my eyes um and really personalizing it again to keep

42:03

them at the focal point of what you do like making it personalized to their needs to their you know what problems

42:09

can you solve for them things like that um also offering you know free resources and things like that so like white

42:15

papers ebooks tutorials how-tos things like that um offer incentives so sales

42:22

giveaways so um what is unique about your business and how can you draw people into what you're offering uh what

42:29

is a specific problem that you can solve for them um what is your value ad how are you different from competitors offer

42:35

sales and incentives to really um help people you know test out your service uh free trials things like that um paid ads

42:43

and paid sponsorships So Paid ads help Target your direct audience and paid

42:48

sponsorships help you get moreo exposure through more of an established source so

42:54

I've said this once three probably five eight times and I will say it again

43:00

content is king So your content marketing strategy will ignite how your business is shared and perceived take

43:06

one thing away from this webinar content is so important um so content pertains to any

43:14

sharable content so um content that lives on your website uh content that pertains to video white papers blogs

43:21

sharable resources Etc so here are some key content p pillars that we use in our

43:28

in you know our strategies that will really help you get started so be a trusted source of information and really

43:34

position yourselves as an expert in your specific specific field really give your

43:41

business that value ad that unique you know perspective um those solutions that

43:47

people are looking for so educational and informative content so this is should be mo most of your content um but

43:54

the OB objective here is to to educate inform and inform our audience and positioning ourselves as marketing

44:00

experts um in the industry so with you that can be whatever industry you're in so examples of these uh step-by-step

44:07

tutorials uh tips and tricks uh research findings statistical findings um things

44:13

like that aspirational so this objective is to share success stories like I mentioned before testimonials and case

44:19

studies that showcase the transformative power and achievements possible with your industry expertise or with your

44:26

direct you know assistance um or your product or service so client success

44:32

stories inspirational tips um case studies content highlighting how working

44:37

with you or your product or service has positively affected clients um personal

44:43

so humanizing your brand so making it relatable relatable relatable and

44:49

approachable so doing like meet the staff post like so meet the people behind the company um behind the scenes

44:55

Peaks on social um content featuring you know relevant Trends memes and

45:00

emotionally engaging material so for example um we so for some you know

45:06

personalized more uh content that focuses on a trend but also captures what we do as an industry um we posted

45:13

on our social how we would design the Barbie versus Oppenheimer websites and we did

45:19

little and those were fun so keeping you know doing like trending topics but how

45:25

they pertain to your business um and really making it personal and engaging

45:31

and humanizing your brand showing that there are people behind the brand who really care about creating content that

45:37

resonates with your target audience um and then next is going to be collaborative content so the objective

45:44

here is to Showcase work and insights from our partners such as signup um reinforcing our commitment to

45:49

collaboration and shared knowledge so doing partner blog posts co-hosted webinars like this one

45:56

and success stories from Partners participating in our program like if we've done any work for any of our partners or let's say we have a referral

46:03

partner who um did like a white label partnership with us you know doing a case study on that

46:11

regard yes but those are some of my acable actionable lead genen strategies

46:17

for you guys just some just a few a few didn't want to go too in

46:24

depth no those are those are great those are great yeah like I hope anybody of

46:30

any business type can definitely take away like so many little lead generation findings to like go and now

46:38

do for themselves um yeah awesome I oh wait something happened did this switch

46:46

the oh yeah okay I did I did want to talk about I know you talked about little BuzzFeed quizzes little like how

46:53

can you you know bring value build a tool um for your you know for your

46:59

partners or for your customers or for cold leads or warm leads or whoever's on

47:05

your website looking to know you know what Harry Potter house they belong in you know that type of thing and um I

47:13

know many times or like which potato chip are you you know important stuff and um yeah I

47:21

know that um signup has been building tools I know you mentioned zil has been in the Rebrand thinking about doing some

47:28

tools I'd love to hear about anything you guys are thinking of doing and I'll explain a little bit um about what we've

47:34

been doing yeah absolutely so some uh a quiz that we did that actually did very

47:39

well is what is your marketing personality so um what uh what is a service that directly pertains to what

47:46

your personality is um so if you're more like analytical um SEO if you're more

47:52

like creative social media things like that um it was a really fun quiz and we really got some great engagement off of

47:57

it um so we are currently working on rebuilding our website um to accommodate

48:02

our Rebrand so our Rebrand will you know our new website will accommodate you know our new Rebrand and our new

48:08

positioning and messaging efforts and things like that so we will be building custom tools to really make the user

48:16

experience a lot better so um understanding so when you know people come to our business and they don't know

48:24

you know what services uh they want but they're not quite ready to talk to let's say a sales rep or anything yet they can

48:31

use let's say a quiz to understand kind of like what their business needs so so those are some of the things that we're

48:37

going to be working on we have some things in the works that are a secret right now but uh they will be available

48:43

on the new website once once we launch the new website with our new Rebrand so it'll be super exciting yeah no that

48:50

sounds that sounds really cool yeah at sign up we're like a huge we're a huge fan of tools we don't have any quizzes

48:55

but we do have um like a scan tool that a lot of our agency partners use that basically you know um an agency can use

49:03

it on the phone with a lead and show like here is the comprehensive picture

49:09

of your digital footprint so it shows you um like here's where your listings are kind of lacking here's where um like

49:18

if you're visible on social if your reviews like what your review rating is I put like a little a little video of it

49:24

on the screen so it shows yeah like your social visibility score it Compares you against competitors shows your search

49:31

visibility score if your website is showing up if your listings are accurate if you're listed across different

49:37

websites so like for like local marketing agencies or digital marketing agencies this is like a great a great

49:44

tool that our partners have like really been loving and we just you know updated it to be more enhanced more

49:50

comprehensive so yeah like I would encourage anyone if you're an agency and you want to use the scan tool we will

49:57

include materials about that in the follow-up email and if you're a small business and you're looking to build a

50:04

tool of your own like go for it whether it's a little quiz or a little calculator or anything you know just

50:10

having something extra that can really help um help leads kind of find their

50:16

way to converting and find their way to being more engaged and getting more value is never a bad thing yeah

50:23

absolutely um and that that is that is the end of all of our official content

50:30

but yay but we do we do have like a bit of

50:37

time for um a Q&A I know that um Z had some questions from a survey that they

50:45

ran of different questions people had but also if you have a question feel free to drop it in the um the Q&A chat

50:54

um or just in the normal chat I think there's two different ones otherwise we

51:00

can jump into some of the

51:06

questions okay um what is the first question I actually don't I'm screen

51:12

sharing so oh you're you're fine so uh we ran a survey uh you know letting our

51:18

our email clients know about this webinar and um we ask questions um about what specific questions they would want

51:24

answered during this webinar um so the first question was how important is your website for

51:30

Leen and the answer to this might know it is so important it is so

51:37

important it is crucial for lead generation for several reasons so firstly we live in a digital age most

51:43

consumers turn to the internet first when searching for product services or information so like I said website acts

51:50

as your home base and is your on and sometimes your online storefront if you're e-commerce um it it gives your

51:55

potential customers a first impression of your business and what you offer so a well-designed website should be

52:01

functional it should showcase your product in services and it provides a way to capture information about your

52:06

customers and uh for your leads to contact you um or to make a purchase so

52:12

for your website to do its job can't just be built and expected to generate leads it needs to be built for design

52:19

functionality and conversions so it needs to be optimized for SE search engines ensuring that your business

52:24

appears in search results when potential customers search for products or services you offer so when done

52:31

correctly your website is a 247 marketing tool that reaches potential customers even when you're not actively

52:38

promoting making it an assets for asset for any business looking to generate leads and grow so that's why I said your

52:44

website is one of the first crucial things that you need to do for your lead gen so important it's your first

52:50

impression got to make it a good one got to make it out right um

52:55

awesome so the next question we got was how do I convert website visitors into

53:01

clients love this question so converting website visitors into clients so that

53:06

will require a lot of different things um effective design compelling content strategic engagement and execution so

53:13

here are a few ways that you can optimize your site for conversions so your website needs to be clear and

53:19

functional and provide information about your business like I mentioned before um it needs to convey your value hook or

53:25

your um your competitive Advantage so visitors understand what you offer why

53:31

you need it or why they why they need it and why they should go with you versus versus your competitor so make sure

53:38

you're doing frequent website tests to identify any broken links any broken Pages any bugs or anything that can

53:45

potentially deter customers from your site so next is St CTA strong C ctas or

53:51

calls to action sorry Maline did you oh no no no I thought thought you were done continue oh no strong call to action so

53:59

um they must be implemented implemented throughout your site um to guide your visitors towards actions such as signing

54:05

up for a newsletter requesting more information about a service booking a consultation or purchasing a prodject so

54:12

don't make all of your ctas sales Focus remember how I said sales focus and

54:18

marketing Focus um because you will potentially turn off customers who are not quite ready to buy or make the next

54:24

step so make sure you have a good mix of marketing first call to actions um built to inform and nurture so like would you

54:31

like to learn more information would you like this free resource blah blah blah versus more sales focused ctas like

54:36

would you like to book a consultation would you like to book a sales call blah blah blah and then as discussed again

54:42

for the 15th time probably content is King your content needs to be engaging

54:47

and tailored to your direct audience and your visitors needs um again you need to build trust and credibility with

54:54

visitors to your sites so making sure that you have testimonials case studies industry certifications um and you know

55:01

your partners um on your site and uh reviews on your site can really Drive interest and Authority so engaging with

55:07

your visitors using live chat functions can instantly address their questions and gain trust with them and then

55:14

creating informative functional and engaging website experiences really enhances your ability to turn visitors

55:20

into clients awesome um we do have a Live question

55:25

um what are some tips you have about designing email campaigns and it sounds like a great question for you because

55:32

you guys had such success with your new your new email campaigns with the open rate and the clickthrough rates I love

55:39

this question and I love email so um I would say first with identifying who is

55:45

receiving this email so designing different email campaigns for different um email audience segments so segmenting

55:52

out your list based on lead clients unengaged contexts and really

55:58

segmenting them out based on um you know where they're at in your business also if you want to go even further and more

56:05

granular with it um you can segment them in according to like industry so like

56:10

for example in the marketing space we work with so many different industries that segmenting into Industries or by

56:17

location really helps us refine our messaging to be really um personalized

56:22

to that audience so again is going to be personalizing your messaging so making

56:28

sure that your who you're writing to is going to resonate with them so if you

56:33

have a mix of like smbs and Enterprise clients you don't want to design an

56:39

email campaign that is going to address them in the same way because they don't communicate in the same way so you want

56:44

to make sure that your branding and your messaging is reflective of who you are communicating with and what you are

56:51

trying to convey um I would always have at least two two call to actions one

56:56

being more like marketing focused and one being directly like more of a CTA more of like book a consultation book a

57:02

call whatever um don't make emails too long emails um because because you want

57:09

to uh keep delivering to uh your email health so if you use a platform like

57:14

HubSpot it will show you where your email health is at like where your deliverability and open rates and red

57:20

rate and things like that um people do not want to spend too much time you know

57:25

digesting content from an email so make it you know short sweet to the point

57:30

what are what there are the actionable takeaways from the email um and then making your value prop like what you're

57:38

offering in that email like let's say you're doing a discount or whatever making that big enough to see also

57:44

making sure your branding is consistent I would always always always recommend doing a preview for email campaigns on

57:51

mobile and website because if you are directing someone someone to a landing page and your landing page doesn't you

57:58

know respond well on mobile you don't want to send that email out yet because that will you know reflect Poly on your

58:03

brand so those are just some of my tried and true right right um Al subjects and

58:09

preview texts huge um make sure your subject and your preview text are optimized for your audience because they

58:16

will they will deter your or not sure they will affect your open rats

58:22

sorry no it it totally does yeah if you see if you see something that's that's not it has to catch your eye amidst your

58:31

inbox definitely um no new questions from the chat so we can move on let's

58:37

see how are we on time we do maybe one more question and then if there's any more audience questions we can cover

58:43

those and then call it a wrap absolutely absolutely so um I thought this was a

58:50

really interesting question we got is um how do I prepare Leen for the upcoming holiday season so holidays especially

58:57

for businesses are huge huge times to you know to really engage with your

59:03

audience and really Propel your business forward so preparing preparing lead genen is crucial for the holiday season

59:09

um and I've prepared a few key steps to help get you started so one is going to be updating your website so making sure

59:15

your website is mobile responsive loads quickly and clear of any bugs that could deter customers add landing pages to

59:21

drive customers to holiday deals or offers um offer special specials and

59:26

promotions so limited time offers discounts uh bundles can attract leads

59:32

uh promote holiday specific packages or deals um use email I love email so send

59:37

out holiday theme emails uh segment segment your list to offer personalized deals reminders and recommendations

59:43

remember to use strong call to actions um social media campaigns so create holiday theme static posts and ads

59:50

engage users with contests polls holiday giveaways uh make sure to utilize effective has hashtag strategies as well

59:58

and if you need help again with social media this is a service that we newly launched at zoke uh is social media management and we work with you know

1:00:05

businesses ranging from small Mom and Pop to Enterprise level clients so we have an accommodation for you in any

1:00:11

space that you need um retargeting campaigns retargeting ads um are used to

1:00:16

re-engage your visitors who've interacted with your website but didn't quite convert so remind them of maybe their abandoned carts or offer them

1:00:23

special deals um optimize for local Searchers so if you have a physical location or store optimize for local SEO

1:00:31

so many Shoppers will put like near me when they're searching during a holiday season so make sure everything is

1:00:36

optimized and make sure all of your listings are consistent again um install live chat and customer support So during

1:00:43

the holiday season you're going to get an increased amount of inquiries so chat Bots can help you answer more frequent

1:00:49

questions and FAQs while a responsive customer support team can assist with more complex is issues um plan your

1:00:57

budget so allocate a specific budget for Holiday promotions so consider investing

1:01:02

more platforms and strategies that hiso have historically you know performed well for your business so make sure you

1:01:07

to look at your metrics and things like that um measure and adjust so regularly track your performance of Legion

1:01:14

campaigns so use analytical tools to see what's working and where adjustments are needed and then um prepare inventory and

1:01:21

Logistics so if you're an e-commerce if you're an e-commerce business bus um ensure that you have enough stock of a

1:01:27

popular item of your popular items and then also communicate uh delivery times and clearly um manage customer

1:01:34

expectations as well um lastly start early the sooner you start the um to

1:01:39

roll out your holiday Legion the better and you can capture early bird Shoppers um and make necessary tweaks to your

1:01:45

campaigns along the way awesome okay there's no more questions in the chat so it looks like

1:01:52

that's the end for us awesome guys for having yeah no I was so great you gave

1:01:59

us like everyone so many great tips um yeah thank you everybody for joining the webinar um thank you Kesley again for

1:02:07

coming on and um yeah this was amazing and I hope everybody learned a lot

1:02:12

remember website first content is King the

1:02:18

most one more time oh wait actually someone oh

1:02:25

someone said nice to see you again nice to see you again too um join in the next one um yeah

1:02:32

thank you so much everyone um have a great day and have a great weekend one day

1:02:38

early happy Friday Junior happy Friday Junior so

1:02:43

true okay take care everyone bye guys

1:02:49

bye

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