Lead generation from A to Z

Today, I will describe the specific steps I take to generate leads and manage marketing. When I started, I focused only on certain aspects, which made my marketing efforts chaotic. I realized that without a marketing strategy, I wasn't reaching the company's full growth potential. I will walk you through the steps we took to create our marketing strategy: 

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1. Diagnosis

We had to map out the market situation. We answered the questions "where are we and what do we need to do." To the question "who are we," we answered: 

- a company with dozens of positive reviews,

- we save our clients time and money,

- we are always transparent,

- we invest our clients' money with maximum efficiency. 

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2. Segmentation

Segmentation is the process of dividing a market into smaller groups with similar needs and behaviors. Thanks to segmentation, you will communicate your unique selling propositions more effectively. 

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3. SWOT analysis

This is about identifying strengths, weaknesses, opportunities, and threats. It is a simple tool that should not be missing from your strategy. 

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4. Competition

We want to outperform them with better USPs, for example in Google Ads—if your competitor offers lower shipping costs, we want to counter with better testimonials or faster delivery, for instance. 

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5. Targeting

It’s about correctly identifying your target audience. We target resellers, e-shops with customer verification, and e-shops with a turnover of over 200,000 CZK or dozens of conversions per month based in the Czech or Slovak Republic. At the same time, we know who not to target. It was important for me to realize that while we can take on clients outside our target group, we want our communication to be directed at our core audience. 

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6. Positioning

It’s about establishing your brand's position in the minds of your customers. Our positioning elements are references (90% of clients would recommend us), automation and efficiency. We are constantly looking for automation opportunities to increase efficiency and invest our clients' money with the highest possible added value. Transparency, fairness, and objectivity – the client always knows what is happening in their accounts.

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7. Visual identity

It’s about defining colors, logos, and visual elements for things like your website or social media. If you are just starting out, I wouldn't be afraid of a basic website. Make sure to include information such as an About Us section, case studies, references, and a price list. On LinkedIn and in my posts, I have everything you need for a good website. My first website was on Google Sites and it looked terrible, but it only took me about three hours to make and it served its purpose. It’s called a minimum viable product, which is a product with the minimum possible functionality that allows you to get feedback, which you then apply to the development of the website. I’m talking about this because our current websites have cost around 300,000 CZK, and a website is not a cheap investment. 

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8. Social proof

This is a concept where people are influenced by the decisions of others. That is why you want to mention social proof in your communication. For example, I mention that I am a Google-certified trainer, I have managed over 300 accounts, and I provide training. Advantage is a Gold Shoptet Partner, a Google Partner, we have dozens of positive reviews, and we have generated over one billion CZK in revenue for our clients. 

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9. Case studies

These are solutions to a specific problem that a customer has approached you with. Thanks to them, future customers will be able to verify whether the service is right for them. The main pillar is the numbers used to support your claims.

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10. Directories

These are the easiest way to generate leads, for example through Shoptet partners, Google Business Profile, Na volné noze, or Shopify listings. Another benefit of directories is the backlinks, which are useful for SEO. However, you cannot rely on directories alone; depending solely on them would be a gamble. 

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11. Social Media

Social media is a great way for more people to learn about your company. Working with social media should be based on the strategy and visual identity we discussed earlier. If this is a new field for you, I recommend the book "Jak na sítě" (How to do Social Media), where you will learn everything you need to know. The output should be a media plan detailing what, when, and where to post. For example, you can share news, post articles, provide tips, create video content, or offer help in groups. 

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12. PPC Advertising

This allows you to target customers at the exact moment they are actively searching. We use Google Ads and Sklik search campaigns to cover all the services we offer. Unfortunately, the cost per click can sometimes reach 100 CZK, so we also target successful articles, such as "What is PPC advertising." We tend to run remarketing campaigns on Facebook, where it is possible to add a form directly to the campaign. We created a "Best of" post to communicate our social proof. The key advantage of PPC advertising is the ability to optimize. Based on dozens of metrics, you can optimize and minimize the cost per acquired customer. You can learn more about optimization in other videos on this channel. In a competitive field, I recommend thinking about lead generation as a series of touchpoints; only after a client has encountered several of these touchpoints will they consider working with you. 

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13. SEO

SEO helps you achieve higher rankings in search engines. We invest 10,000 CZK per month in SEO, publish two articles monthly, and work on both on-page and off-page factors. After a year of working on SEO, our organic traffic grew by 436% from November 2022 to November 2023.

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14. Closing the Deal

When a lead comes in, the battle isn't won yet. Here is my process: 

1. Initial call
2. Qualifying the client
3. Creating the proposal
4. Collaboration process
5. Pricing