As a lead generation agency, there’s a primary New Year’s Resolution that should probably be at the very top of your list. That would be the goal of growing your agency and making more money - more revenue for both you and your clients.
Improving your lead generation efforts must be the focus to achieve this resolution. Focus on consistently getting your client's more leads, more customers, and more profits. Let that be your goal in 2020.
Part of making New Year's Resolutions is about reflecting on mistakes you've made in the past.
For example, let's say you’ve offered Facebook ads to generate leads. Your client was selling an online coaching program with a selling point of $60. You ran a Facebook ad with a budget of $2,000 per month, in addition to $1000 retainer fees. The estimated targeted audience reach was 200,000.
The sales funnel flow looked like this: Facebook ad, landing page, video, check-out page.
If your ‘click-through rate’ is 1%, it means 2,000 people clicked on your ad. Let’s assume that 20% of the people who visited the landing page opted-in to see the video. So your conversion number was 400 people.
Out of the 400, 10% (40) ended up buying the coaching program at $60 each. That’s $2400 in revenue.
Your campaign was within market benchmarks and your metrics were on target. Yet, your client, who spent $2,000 on ads and $1,000 on your services ended up losing $600!
Your client's revenue generated from the campaign was $2400, while his total cost was $3000. What went wrong?
Given the above scenario, do you think your client will continue doing business with your lead generation agency? Or, do you think that client will spread the good word about you?
You can bet he won’t.
See, you need to strategically choose your clients and campaigns. If you do your homework, you’d know a winning campaign from a losing one.
It doesn’t always mean rejecting clients who do not meet your criteria. It could be providing guidance and consultation to your clients so you both win in the long-term.
Ponder on that when you’re thinking about your business goals for 2020.
In this article, I’m going to suggest additional goals that could be your New Year’s Resolutions. You can choose one or more to focus on in 2020.
The important thing is that you choose one or more goals to commit to, and be consistent about pursuing those goals. It might take some time and effort. But that applies to anything worthwhile. Your growth demands it and your business deserves it.
Are you ready? Do you have your notebook and pen handy? Here we go.
When you were a teenager your parents probably made you promise to start the year with a clean bedroom. It’s a common New Year’s Resolution.
It’s not a fun experience to spend all day cleaning but, yet you did it, you felt good.
As a lead generation agency, you need to clean up your lists.
It’s not a fun task, but when you complete it, it feels great because it's so productive. It makes you more efficient and more organized. Your business will run more smoothly.
3 ways to clean-up your data:
Merge multiple lists into one big list. Chances are you’ll find multiple records for the same person.
Have someone from your team do a contacts check. Check missing information like phone numbers, company name, etc. You can outsource this task cheaply, too.
Do some segmentation. Depending on your products or services you might segment your list based on that. You can also segment your lists based on the buyer’s journey. This practice will help you (or your copywriter) target different buyer's with unique content.
If you’re running Facebook ads for your own business or for your client's, consider optimizing your website for Facebook.
What do I mean by that?
It means making your website compliant with Facebook. It’s a good New Year’s Resolution to implement this coming year, and it doesn’t take a lot of work.
The Facebook algorithm checks the website connected to the Facebook business manager. Why? Because the number one priority for Facebook is to provide users with a positive experience. And having a website that's legit is part of that experience.
If Facebook marks your website (or your client's website) as ‘suspicious’, you’ve got an issue. It will stop serving traffic to your ad and may flag your account for manual review.
To avoid this unpleasant experience you can do a few things.
Make sure you’re using your own domain.
Check how your website looks on mobile. If it needs tweaking, do it.
Your website must include multiple pages. One of them should be a contact page.
Get your security certificates.
Create relevant content on your website. It should be a minimum of 3 blog posts with 500 words each.
For more details on how to set-up your Facebook account for success, read this post here. Tip 5 talks about how to design your website to be Facebook compliant.
You can do other things to spice up your website. You don’t need to re-design your website from scratch. Just a few upgrades here and there can make a big difference.
Add introduction videos.
Sprinkle more CTAs (Call to action).
Experiment with your website navigation.
Provide ‘fresh’ free downloadable content.
Experiment with the design.
This one may have been on your New Year’s Resolution list for awhile now. For most, writing and publishing good content to be used as a lead magnet. is a challenge.
It’s time-consuming and it needs a lot of effort. Nevertheless, content is the main source for generating leads for you and your clients. But not any content. It has to be world-class content that helps you rank on Google and other search engines.
To add to the daunting task, content should always be written in the right context.
Content is king, but context is God.” – Gary Vaynerchuk
For all these reasons, creating ‘game-changing’ content is a challenge for business owners. That’s especially true if you are running a lean lead generation agency with a few staff, focusing on ads.
This challenge can be overcome easily by hiring a professional freelance copywriter. A copywriter who knows how to write awesome content that is tailored to your audience.
Want an additional tip?
This challenge which you might’ve been putting off could be a great opportunity for your growth in 2020. Here’s how:
You can educate your existing clients who use your paid lead generation service, to start creating and publishing content. This will complement their overall marketing efforts.
You can utilize the specialized services of a company like Copywriters.com to provide you with first-rate SEO content. Mark it up to your clients and sell it as an additional service. Boom! You’re in content creation business, adding another stream to your revenue.
I don’t mean watching the classic trilogy. You can do that in your spare time.
I’m talking about ‘historical optimization’, both for content and advertising.
Pamela Vaughan, principal marketing manager at HubSpot, said:
As a result of historical optimization, we've been able to generate more value from content published in the past. We've more than doubled the number of monthly leads generated by the old posts we've optimized.
Search engines reward freshness in content.
Historical optimization is a term often used for blog posts or content writing. It’s a process where you optimize old blog content and update it. And because these posts are already ranked and did well, it has the ability to generate more traffic. Usually, historical optimization is applied to posts older than 6 months.
The same concept can be applied to paid advertising.
You can go back and study your ‘ad campaigns historical data’. Ask yourself why certain campaigns did well and why others didn’t. Identify the factors of success and duplicate those winning campaigns with a different angle or twist.
You may also want to study winning campaigns from your competitors and dissect what they did. Don’t copy the words in the campaign, copy the principles.
By doing this you’re analyzing past data and going back to the future with better copywriting and winning campaigns.
Have you guessed what I’m referring to?
You’re right if you thought of video content.
Video content is on the rise. According to Hubspot statistics in 2018, 54% of people want to see more video content from marketers. This is not a number to ignore.
This could be good material for your new year’s resolution, video marketing.
For video to be effective in your lead generation efforts, it needs to provide valuable information for the audience. It should focus on the prospect’s problem, their desired result, and how your solution can bridge the gap.
The same applies when you’re using video content to generate leads for your clients. It should focus on your client’s prospects respectively.
The types of video content you can use include:
‘How to’ videos.
‘P-A-S’ videos (problem-agitate-solution).
‘P-C-S’ videos (problem-content-solution).
‘Testimonial’ videos. It could be customer, peer, or authoritative testimonials.
These are just a few examples of the type of videos you can create. You can be creative with videos as long as you always focus on the prospects' needs and desires.
According to statista (Oct 2019), the active users on WhatsApp messenger were 1.6 billion, and 1.3 billion on Facebook messenger. This figure is expected to grow at an average annual rate of about 6% over the next four years.
Instant messaging is becoming an important channel for communication with clients. More than before consumers expect instant replies for their inquiries or the information they’re looking for.
So why not make using chatbots a New Year’s Resolution for your lead generation agency?
A ChatBot is a computer program that simulates and processes human conversation (either written or spoken). It allows humans to interact with digital devices as if they were communicating with a real person.
There are many apps and ways to use chatbots. Here’s an example from ManyChat on how to use a bot to qualify leads.
You can use a chatbot to direct people clicking on your Facebook ad to a messenger chatbot. This could be in addition to a landing page. So you’re giving the prospect an additional option on how they’d like to interact with you.
If you’re not into technical stuff, that’s ok. Many platforms provide easy to understand training online on how to use it.
If it’s still not your cup of tea, in-the-know copywriters can provide you with assistance. Not just with how to set-up your chatbot, but also on what type of copy that suits your purpose.
With increased competition among lead generation agencies, 2020 is probably going to be another challenging year for your business. But with challenges come opportunities.
Choose one or more of the above goals and make them your New Year’s Resolutions. If you’re consistent with your efforts it’ll yield impressive returns.
To your growth and success in 2020!
Are you interested to work with professional copywriters who can help you with your 2020 business goals? Reach out and book a call today to discuss your needs and how we can help you improve your lead generation efforts.
Fadi is a freelance copywriter with over 20 years of experience in strategy and performance measurement. His focus is on helping business owners, digital marketing agencies and professionals grow their business and become scalable. Check out the 5-step copywriting system you can use to create high-converting copy, and generate great results for your clients. Fadi follows the same system.Hire Fadi