BUSINESS BREAKDOWN

‘IF YOU CAN SEE IT, YOU CAN ACHIEVE IT’

by Brendan Chaplin

Hey friend,

The hierarchy of leads.

Your first problem to overcome is almost always generating enquiries or leads for your business. When you’re doing this with great consistency and rhythm the next problem is converted those leads into customers and delivering amazing stuff (but that’s another post!).

Not all leads are created equally.

Knock Knock….Enter the Hierarchy of Leads :)

I”m going to give you the full breakdown of leads to drive your business. And below the core marketing pillars to focus on to drive these golden leads.

Here’s the hierarchy….

1. Organic inbound leads. These really are the best quality leads. These people have chosen to pro-actively contact you to enquire about your service. Act quickly and serve nobly.

2. Organic direct response leads. Almost as good as #1 these are people that have responded to an organic post with a message of some kind saying they want to work with you. They could be from your general socials, your email list or from a community. These are gold.

3. Paid inbound. These are people that have filled out a form of some kind I response to an ad. These leads have levels too. A long form video leading to a long form survey is way warmer than a short form enquiry with a meta lead form for example. But fundamentally these are people that have pro-actively expressed their desire to hear form you. Great leads.

4. Warm Outreach leads. These are leads that know who you are and have expressed a desire to hear from you. Really great quality, as good as the best paid leads.

5. Cold Outreach Leads. These are people that do not know you but have expressed a desire to hear from you. Well worth the effort.

6. Partner initiated inbound leads. These are leads coming from a partners email list or social media. Usually colder but still well worth the effort.

If you’re getting regular leads from one or more of these categories well done you.

If you’re smashing it in all of these you do not have a lead generation problem. Stop reading.

Most people (and businesses) need more leads.

When I work with a client to devise a marketing plan it will nearly always consist of the following activities which are tailored for each person or business. Doing all at once is not a good idea, you’ll burnout and not do anything well.

Here are your go-to marketing pillars.

• Commit to organic social.

• Learn and implement paid ads.

• Nail partnerships.

• Do warm and cold outreach.

• Send emails.

• Have a community.

Heres where this gets interesting. Some people are more suited to paid ads and warm outreach in place of organic social for example. For others a paid ads into a newsletter and email nurture is the way to go. Marketing needs to fit for your product offer and pricing, AND your business and personal traits and values. Otherwise you will find a way to self sabotage.

And all of the above need full commitment for a minimum of 90 days to yield real returns (although quick wins are possible).

The answers to your lead gen and customer enquiry problems are in here. Literally all the leads you could ever handle are contained within this post.

If you want to brainstorm ideas drop me a reply or contact me through my socials (linked below) and we can make plan for you.

Love as always,

B. Xx

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