Don't be intimidated by the notion of lead generation.
Online leads flow from a simple, predictable formula:
Content > Attention > Audience > Offer > Inquiry (Lead)
But, to get this flywheel started you need a system. I call this system a learning and publishing system.
You must be curious and continually learn about everything that influences a buying decision in your context. Then begin to publish prolifically to become a part of that influence.
These are the essential processes in this system:
You need to get product, industry, and product information flowing into your regular field of view in your discovery system. Subscribe (via RSS) to blog posts from your company and your competitors' websites. Follow industry influencers on Twitter and Linkedin. Subscribe to newsletters from your company, competitors, and other industry influencers. Subscribe to industry news in Apple and Google News.
Your goal is to see and understand everything that might shape your prospects’ mindset coming into a sales call.
Capture System (Spark File)
Determine where you will capture new ideas.
It should be easy and quick because thoughts will occur in various places, from your morning walk to your work commute. It should also be versatile, supporting voice and text memos for the same reason.
I use Apple Notes, but Notion and Evernote are also popular options.
The purpose of this system is to become your spark file for learning and content creation.
Refine (Content Creation)
Content is the fabric of the internet. If you’re fueling your sales with online lead generation, you need to become a prolific content creator.
Your content creation system is a process of refining what you have captured and turning it into bite-sized content for social media, emails, sales collateral, and blog posts or videos.
I use a combination of Notion and Google Docs for this part of my system.
The Internet – people’s phones – are noisy. We have become greedy content consumers. Yet, our attention is distracted and fractured by all of the options.
To become influential, we have to become a part of this ecosystem. We have to rise above the noise. The best strategy to accomplish this is to publish consistently and frequently.
Frequency puts you on the radar. Consistency attracts a committed audience.
New content creators make two common mistakes: they try to create grandiose masterpieces or think that they’ll “bother” their audience if they publish too often.
The truth is that specific, actionable content is what attracts attention, and volume is the only way to have any hope of rising above the noise and satisfying the incredible appetite of online audiences.
Review and Analyze
The final component of this system is to review and analyze the inputs and outputs of your learning and publishing system. What helps you become more efficient and effective in learning, creating content, and growing your audience?
Make these optimization decisions and watch your influence in your customer markets grow and referral quality leads flow in every month.