The Exact Research Process We Use To Generate A Massive Amounts Of Leads Monthly Like Clockwork

The Exact Research Process We Use To Generate A Massive Amounts Of Leads Monthly Like Clockwork

I’m giving it all away...

If you’re like me, you probably hate the research phase of the lead generation process.

But you know it’s necessary.

This work is the 20% that amounts to 80% of the results. And we will constantly refer back to it even months after we’ve launched.

Safe to say, this work is imperative.

My company, Adstra has drilled down a very specific process that we conduct time and time again. The process is the same, but the content changes. That way, we can garner great data — regardless of who we are working with.

This process has allowed me to take the trial and error completely out of the process. Before we launch campaigns we know:

  • Who we are looking for
  • Where to find them
  • How to speak to them (how to take them from stranger to customer)
  • How to use it to generate boatloads of leads

Our clients are blown away by the data that we bring back. The best part: we don’t pay for any research tools.

How is this possible?

Well, it’s quite simple. Let me explain.

Initial Market Knowledge

Whenever we start a new engagement, we always get the founders’ thoughts first.

The comical truth: they usually don’t have any clue what’s going on. And it’s not their fault. I’ve had founders tell me about their dream customer and after research we’ve discovered that they were completely off the mark.

You’d be surprised how often this happens. The last thing you want in this situation is to listen to the founder, build the funnel, and have it come back with sub-par results. The founder will never say:

Oh yeah, it’s my fault. That was my research.

Not even close. You, the marketer, are always to blame. So you must do what you can on your own to achieve results because like I said, you’re always the one to blame.

However, the initial meeting can give you a decent start to the research portion. The lesson here: take what you already know with a grain of salt. Be OK with the fact that you may find that you’re incorrect.

Marketing isn’t a job where you are married to what you know. You must be concurrently on a mission to prove yourself wrong. Constantly. That’s how you perform the most proactive research possible.

Once we have this meeting, it’s off to the races. Mind you, we call this Phase I of our process. We have 4 phases in total. This first portion usually takes the longest and is the most tiresome.

But it’s the most worth it. Something we say often in our company: the better you prepare, the luckier you get.

Growth Evaluation Report

For every one that we work with, we produce a document for them called the Growth Evaluation Report.

Here’s what it looks like:

Let’s break these down, shall we?

Sherlock Holmes Strategy

This is the overall thought process that we take into our research. We know that our messaging must also speak to those who aren’t ready to buy but are in information-gathering mode, problem aware & not problem-aware. This is called customer awareness.

How do we get these people to book a call with us or buy our thing? By entering the conversation that is already happening in their head with our copy, messaging, outbound, ads, headlines, etc.

The following process is how we evaluate our audience and see what they are talking about, how they are talking about it, and so on.

Of course, the insights we get on age and more demographics — we can use for software and other targeting parameters, but we want to see what these people are saying.

The truth is, demographics don’t matter nearly matter as much as psychographics.

Here’s how we find what we are looking for:

  • Think about 1 to 3 keywords and scrape at large. Blogs, forums, YouTube comments, Amazon reviews, Reddit, Quora, and social media comments — all user-generated content. We don’t care about some blog that someone wrote, we want to hear from the people themselves.
  • See what they say in the comments and what questions they are asking. Uncut, unfiltered with their jargon. Take note of any problems or shortcomings.
  • Facebook groups and pages: all posts by page owner, all posts by visitors, count of engagements for a post by page owner & count of engagements by post type — look into the most popular posts and comments.
  • Auto-suggestion on Google is pretty good for finding what kind of keywords are ranking the highest…hinting at the motivation & emotions behind each query.
  • With that info, we can use answerthepublic.com — it’s paid but we can use 3 searches for each account. Let’s make sure we have a good idea of what we are looking for before we do anything.

WWWH Method

Let’s see how we would do this for an individual running a tutoring business.

We help (WHO):

  • Persona 1: High school students taking the SAT and ACT
  • Persona 2: College students taking the GRE
  • Persona 3: Parents of students who are taking standardized tests

Achieve (WHAT):

  • Persona 1: Get high scores on SAT and ACT tests in order to get into the colleges of their choice
  • Persona 2: Get high scores on GRE tests in order to get into the programs of their choice
  • Persona 3: Confidence that their child will achieve their academic goals of finding the best university/program of their choosing

Without (common beliefs):

  • Spending erroneous amounts of hours in the library on test prep exercises
  • The overwhelming amount of complexity in standardized tests
  • Re-taking the test over and over to get the score they want
  • Worrying if their child will get the score that helps them get into the university or program of their dreams

By (HOW):

  • Through personalized tutoring sessions, comprehensive study materials, and targeted practice tests, students gain confidence and achieve a remarkable improvement in their test scores
  • Expert guidance by way of tutorship that has proven to help students achieve higher scores and accomplish their academic goals
  • Avoiding trial and error by way of proven study processes and materials to reduce the amount of test attempts needed to achieve target scores and gain admission to desired schools and programs

This is the outline you create before you do any research. Now, it’s time to dig into the market.

Prospect discussions

Head to Reddit/Quora and find threads on your prospects. Take note of common themes:

  • Pain points
  • Solutions & successful attempts
  • Failed attempts
  • Preconceived notions
  • Desires
  • Common obstacles

This is the tinder to the fire you’re going to light in your marketing and business growth. Spend more time than you think here.

Halo Strategy (coined by Sabri Suby)

Take what you’ve found and segment them into this sheet:

Highlight the commonalities and score them. Now, you have ammunition to work with that’s backed by your customer. Free of any bias.

Larger Market Formula (coined by Sabri Suby)

This is crucial. Remember what I said about customer awareness in the beginning? This is where it comes into play.

3% Buying now — 99% of businesses are going after this portion of people with their ads and messaging. Target the lower rungs of the pyramid to capture more attention, leads, and customers at better costs.

17% Information gathering mode — Actively looking for solutions to their problems.

20% Problem aware — Are aware that they have a problem, but aren’t actively looking for solutions.

60% Not problem aware — May not even know that they have a problem.

With this information, you want to segment your persona into these brackets to better understand what stage they are in.

That way, you can create messaging that resonates with people in ways that your competitor can’t or is not currently doing.

When your prospect sees it, they know you aren’t like everyone else who has tried. That’s how you win.

Sales Angles

Using the Reddit conversations and other methods of research, fill these in for yourself:

  • Anecdotes from communications with prospects
  • What are the most pressing problems the personas are experiencing?
  • Which common misconceptions or common beliefs do the personas have?
  • What could stop people from interacting with us?
  • 3 Case Studies from previous engagements
  • Features of your product
  • Benefits of your product

Write 5–10 sales angles — LF8

Life Force 8 (LF8) refers to Drew Whitman’s Ca$hvertising. I highly recommend reading it.

The Life Force 8 are the eight basic human instincts hardwired into every person:

  1. Survival, enjoyment of life, life extension
  2. Enjoyment of food, beverages, and other life activities
  3. Freedom from fear, pain, and danger
  4. Sexual companionship
  5. Comfortable living conditions
  6. To be superior, winning, keeping up with the Joneses
  7. Care and protection of loved ones
  8. Social approval

Using the LF8’s applications, present your benefits in terms of these applications:

1. [Benefit] Life force 8 application: Survival & security

2. [Benefit] Life force 8 application: Freedom from pain

3. [Benefit] Life force 8 application: Comfort in living

4. [Benefit] Life force 8 application: Social approval

5. [Benefit] Life force 8 application: Enjoyment

Feel free to choose different applications or create more. But, you’ll know if you stick to this, you’re appealing to innate human desires.

Competitor Analysis

Make a list of as many competitors as possible.

Use FB ad library and Google ad library to find competitors' ads. Most platforms allow you to peek into their ads and see what they are running. You can do this on Linkedin and many more as well. Consider any ad that’s running longer than a month or so, profitable.

We will list competitors, and what their benefits are and we will make observations on their marketing.

The key here is to find similarities among all of them in terms of:

  • Lead capture mechanisms
  • Messaging & copy
  • Channel usage (FB or Google?)
  • And more nuanced observations

I also mention this in the profitable FB ‘Master Key’ Ad Guide I made. If you’d like further details on this, click here to get your own copy.

Sales Funnel & Enablement Model

This is how we believe we can funnel their customers. Here’s an example:

Now that we have mapped out the customer journey, we can build with a good idea in mind on what we are building. It surprises me how often people build without knowledge of:

  • What problems they are solving
  • What experience do they want to create for their customers
  • What reliable system they can put into place that can do the heavy lifting for them

See how you can create a model using this information for your own business.

Now that I’ve pulled the rug back on our whole process, I know it probably seems like a lot of work. Consider having me help you for free!

Check out the free training by clicking here <<

TL;DR

  • Get as much information together that you already have on your customer and your marketing process. What has worked? What hasn’t?
  • Create your very own Growth Evaluation Report
  • Sherlock Holmes Strategy
  • WWWH Method
  • Prospect discussions
  • Halo Strategy
  • Larger Market Formula
  • Sales angles & LF8
  • Competitor analysis
  • Sales funnel and enablement model

Thanks for joining me on my mission to provide as much value as I can in the marketplace. If this can help just one person, I’ll be as happy as my cat when I rub his head (he gets so happy when I do this!).

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