Once your lead generation machine is set up, you have to feed it.
In other words, you have to drive targeted traffic to your opt-in page (or website) by building breadcrumb trails to that page.
My advice is to start with low-hanging fruit, i.e. opportunities that have the greatest potential for return with the least amount of effort.
After that, you can then move to content hubs and other people’s properties (OPP). Then, you can explore other, offbeat traffic-driving opportunities, such as public speaking and paid advertising.
In this episode, I’ll break these ideas and options down for you and show you how to best leverage them.
The notes that follow are a very basic, unedited summary of the show. There’s a lot more detail in the audio version. You can listen to the show using the audio player below. Or you can subscribe in iTunes to get this show delivered straight to the Podcasts app on your smart phone, tablet or iPod.
Low-hanging fruit opportunities mostly leverage your own properties, including your website, email and social media accounts.
Website and email opportunities could include:
- Sidebar opt-in form. Try to convert some of the traffic that comes to your site. To do that, you need to have a sidebar opt-in form on most of your pages.
- Resources page. Consider adding a resources page to your website. List at least two or three resources and include your lead magnet.
- Email signature block. Include a lead magnet call to action (CTA) and link in your email signature block.
Social media opportunities could include:
- Contribute to LinkedIn, Facebook and other groups. Participate in targeted LinkedIn, Facebook and other groups that are relevant to your audience.
- Put a link in your Twitter bio. (Examples below.)
- Put a link in your LinkedIn profile description. E.g. “Grab a copy of my new cheat sheet [Title] here: [URL].”
- Add your lead magnet to your LinkedIn publications section. LinkedIn has a section where you can list your publications. As of this writing, you can find it on the right side of your profile. Click “add new profile section,” to get a dropdown menu. (See screenshot, below.) You’ll find “publications” listed under “accomplishments.”
- Create header shots of your lead magnet cover. Consider creating header shots of your lead magnet cover for LinkedIn and Twitter. Experiment with creating a 3D image or embedding the image in a picture in an iPad, phone or computer. (https://placeit.net/ is a tool you could try.)
- Add the lead magnet cover image to your Facebook business page header.
- Promote on social media. Promote your lead magnet on Twitter, LinkedIn and Facebook on a regular basis. Aim for two to three times per week to start and then reduce the rate.
- Make a “pinned” tweet. On Twitter, make a post about your lead magnet your “pinned” tweet:
- Create and share images for “quotables.” Splinter off “quotables” (i.e. catchy phrases or tips) from your lead magnet, combine them with an image and use them for your social media updates. Canva is a good tool for this.
Other People’s Properties (OPP)
Once you’ve exhausted low hanging fruit and content hubs, you can start to leverage “other people’s properties” (OPP). OPPs are private properties, not social hubs.
I’ve learned a lot from my colleague Kai Davis (at KaiDavis.com) about how to find these properties. Here is the process I follow:
#1: Identify where your audience congregates online and offline. Do they read specific blogs or industry websites? Do they listen to podcasts? Do they attend meetups? Put together a small, concise list of the places where your audience congregates online and offline.
#2: Survey your current and past clients. Ask them questions, such as “What blogs or online/offline publications do you read?” and “What podcasts do you listen to?” Use their responses to build a database of blogs and podcasts to reach out to.
#3: Search Google for communities that match the audience you’re looking for. For example:
- Search for the audience’s “name” in combination with keywords (e.g. “Forum for business coaches,” “Association for waterworks professionals”).
- Refine your search for greater specificity (e.g. “water and wastewater marketing association”).
- Find industry blogs, forums, associations and other industry groups.
- Identify Twitter lists, Facebook groups, LinkedIn groups and community sites.
Usually, you’ll want to find niche communities in your target market. But sometimes it makes sense to go for a wider audience (e.g. Forbes.com, Citrix, Inc. magazine, etc.). Getting published in a larger publication gives you street cred that’s helpful when approaching niche publications.
#4: Stalk your colleagues. Draft a list of colleagues and competitors (including agencies and marketing firms) in your industry who target the same market. Use custom Google searches to find the podcasts and sites they’ve appeared on as guests. Then pitch those same podcasts and sites.
#5: Determine which places align best with your abilities. If you’re an excellent writer but dislike speaking, then focus on opportunities to contribute articles, not interviews. Refine your list.
#6: Study the audience. How do they self-identify? What questions are they asking? What problems do they have? Which resources are getting the most shares and likes?
#7: Build relationships with the property owner. Contribute to forums and groups. Email them to let them know you liked a certain article (and why). Don’t ask for anything in return (yet).
#8: Pitch the property owner. Once you have a good feel for the content and the property owner, make your approach.
Start Driving More Traffic
I hope these ideas have inspired you to develop a lead magnet and start driving more traffic to it. Or if you already have a lead magnet, I’ve given you ideas on how you can drive MORE traffic it’s way.
But again, start with the easiest options first — and work your way up.
By the way … whenever you’re ready, here are 4 ways I can help you grow your freelance business:
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3. Join my implementation program and be a case study.
I’m putting together a new implementation group this month. If you’d like to work with me to grow your income quickly with better clients (and become one of my new success stories). Just email me at [email protected] and put “Case Study” in the subject line.
4. Get a 1:1 strategy call with me.
Are you a 6-figure writer who’s trying to earn more in less time with less stress? Let’s jump on a quick call and brainstorm some ideas for getting you there. Just email me at [email protected] and put “Brainstorm” in the subject line.