How reliable is your current lead generation process?
If your agency’s conversion rate usually sits below the 30% mark, it’s time to reconsider who’s getting your valuable attention.
When you focus your attention on leads that already know what your business is about AND already view you as a credible professional, it becomes substantially easier to close a deal (compared to leads who barely know who you are).
You want to fill your sales pipeline with as many of these hot leads as possible. This not only increases your chances of signing more clients (thus stabilizing your agency’s financial position) but will significantly shorten their total sales cycle time (making you money faster) as well.
A key way to find these promising prospects is to speak to them directly at events. When you find opportunities to share your expertise and insights in front of a niche audience, you automatically build credibility and trust with higher-quality leads that have a much greater chance of becoming loyal clients.
Identifying Events Worth Attending:
The best way to attract your dream clients to your agency is to get directly in front of them. Speaking at an event they are attending instantly positions you as an expert they should want to meet. To make the most of the time (and money) you spend traveling to an event, first research where your ideal clients are hanging out.
To identify these opportunities, start by researching:
- Industry associations
- Conference groups
- Trade shows
- LinkedIn or Facebook groups
Registering for events that your target audience is attending is the most effective way to start meaningful conversations with them. For example, if your agency specialized in B2B web design, you might want to find a web development conference or a startup networking event to find business owners in your niche who would be needing your services. You can also leverage social media, discussion forums, or even within your community to see what your target audience is talking about and attending.
Maximizing Lead Generation Through Speaking Engagements
Once you've identified the right event to attend and secured a spot, it's time to start planning your speaking engagement. Here's a loose format to follow to maximize your 30-60 minute window of opportunity:
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Introduction: Start by introducing yourself and your agency. Explain what problem you solve and your expertise. Your elevator pitch should ultimately answer the question “Why should I listen to YOU?”
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Address three topic points: Focus on three key areas that you know are pain points for your target audience, and spend around 15 minutes discussing each point. Dedicate ten minutes to explaining the topic and five minutes discussing the impact it has had on your real-life clients. Make sure you cover the original objections, action items, and results these past clients experienced to paint a clear and realistic picture to your audience.
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Provide three CTAs: Give your audience three calls to action or “gifts to the listener” that demonstrate your expertise, prove your value, and encourage the conversation to continue. The first should be a small, reasonable thing they can implement now, such as a lead magnet or a checklist. The second should be a medium-sized ask, such as downloading an e-book or attending a webinar. The third should be a larger ask, such as booking a call with you.
Remember to prioritize providing your audience value (not generating leads) with your presentation. Coming on too strong with a sales pitch too soon can turn your audience off. Instead, keep the focus on teaching them something new they could use to benefit their business NOW, and let your lead magnet do the pitching.
Lead Magnets: Building Credibility and Authority with Free Resources
A lead magnet is a valuable piece of content that you offer to your audience in exchange for their contact information, such as their email address. They can be effective tools to generate an email list to start nurturing relationships with prospects who have shown interest in your business.
Here are some examples of lead magnets that you can use to attract your ideal customers:
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E-book or white paper: Create a comprehensive guide or report that addresses a specific pain point or problem your audience is facing, and offers actionable solutions.
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Case study or success story: Share a real-life example of how your business helped a customer overcome a challenge and achieve success, complete with data and insights.
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Webinar or video training: Host a live or pre-recorded video session that educates your audience on a relevant topic, and offers exclusive insights or tips.
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Quiz or assessment: Develop an interactive quiz or assessment that helps your audience identify their pain points or needs, and offers personalized recommendations or solutions.
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Checklist or template: Create a downloadable resource that helps your audience simplify or streamline a process, such as a checklist for launching a new product or a template for creating social media posts.
By offering a lead magnet that provides value and solves a problem for your audience, you'll demonstrate your expertise and build trust with potential customers. You'll also open up a channel of communication that can lead to future sales and business growth.
With the right strategy and execution, lead magnets are powerful tools for generating leads and building long-term relationships.
The Time to Share Your Message Is Now
When you network with prospective clients face-to-face, you are better able to build meaningful connections and trust with them. You can’t afford to wait for them to come to you– time to take the stage and make your mark.
Networking is a key pillar in your creative agency’s success. When you share your knowledge and expertise, you’re starting a conversation that could take your business to the next level.
