Where are you starting from?

Here we take a look at Step 1 and 2 of my ANCHOR90 6-step process to get you from wherever you are to generating leads and creating strategies that convert lead to sales that will get you to that first million.

Step One - A for Assess

Lets take a closer look ..

Where is your business at right now? Right where you are is the only place to start. Don’t wish yourself in another place this is the time to create your next level of growth   Be honest, real, direct and clear about where you are at at this moment. Is there a familiar cycle to how your business runs, regular peaks and troughs, a rut that you are in, what has worked and what has flopped?  

If it feels too personal as your business is your baby that is fine. Take 5 minutes to blame everything you want to blame then get over yourself and trust in the process and lets do the work that is going to see you grow your business.   

What you come to realise when working with the ANCHOR90 process and me is that your business is actually not about you at all!!

Know your numbers

What is your turnover and profit margin?

What are your current KPIs (key performance indicators)?  For ANCHOR90 we are especially concerned with those for sales and marketing but it is important to remember that all your business goals are connected. In the absence of KPIs the following 5 Number of Lea Generation are a great starting point:

The equation is LEADS x CONVERSION = CUSTOMERS x NUMBER OF TRANSACTIONS x AVERAGE SALE = REVENUE x PROFIT MARGIN = PROFIT. You can only change the BOLD numbers by working on the 5 black numbers. We don't have to work on all 5 numbers at once but this formula shows the areas that we can work on to grow your business profitably. Lead Generation work is best done in layers, creating solid foundations and building, testing and measuring as we go to create a layered sales funnel.

Ok, so back to the numbers, how far are the numbers from where you want to be – what is the profit goal. ANCHOR90 is the process to bring the change to the 5* Marketing Numbers above which brings the results you want in your business. 

What is the world you operate in?

Do you have a clear identity of who your ideal core client is, when did you last have a good look at actually who is buying from you - are they the market you want or do you need to spread your net and think if there is maybe a better market out there.  Where do your current core clients come from, can you pinpoint a sector, size or business type. How did your current clients find you and what were they were looking for when they did find you? Still struggling..... If you can decide on the primary, biggest problem your ideal core client has you can do some reverse engineering and go out a look for who has that problem.

Analysis of your webpage and on-line presence will give you insight into how visitors interact with your sites; what are the most popular topics, where have they come from, where they drop off and their general behaviour towards your online content. Social media will also give you information on what is being discussed in your industry, what is hot and what is not, the problems your ideal core client are talking about etc. Crucial to creating great content that connects is this research will give you insight into the language used, what the most popular platforms are, how they use them and where they hang out.

If you still feel in the dark you can go and have a quick spy on your competitors and see what they are doing, do they have a particular free lead magnet aimed at a certain target market or can you ascertain who are they writing their content to.

How do you show up in the world to your market? How do your ideal core clients or your current clients perceive you? What has worked and what has flopped before?

What Resources have you got to invest ?

How big is your team? How many hours do the team work on marketing at the moment?

Will any of the team be involved in working on your ANCHOR90 or are you looking for a “Done For You” campaign.

How is your culture – how do you do things around here? Will this marketing work be a shock or do we need to do some preliminary work with the team too.

So that is where you are at. Now where is it that you are trying to get to, how does your next level of success look and feel like to you.  What is the turnover, profit, numbers you want your business to be at.   The gap between these 2 places will lead us into goal setting and STEP 2 - nailing your 4 goals for the next 90 days.

STEP 2 – Nail Your 90 Day Goals

Next is the setting of 4 marketing goals to achieve in the next 90 days which will help close that identified gap.

I strongly suggest that you make Goal 4 a personal goal, or if you are benefitting from my "done for you" campaigns you might add an extra goal for yourself and your team. How do you need to develop to be the leader of this growing business and what is the subsequent relevant training/development for your team. Don’t forget the knowledge that got you here is not what is going to get you to the next level.

The ANCHOR90 Assesment Appraisal carried out in Step One will flag up what priorities you need to work on in the next 90 days but as it is ANCHOR90 your goals will all centre around generating qualified leads and the strategies to convert them to sales.

Having thousands of connections is like placing your business in a busy street with everyone walking by. To have a business you have to get those passers-by (connections) to pause, take an interest and walk into your world and have a look around. When they do open the door you need to have your world in order so it talks to them in their language and they can see that what you offer can solve their pain and problems. As we all know to get to where you want to go you have to set goals to achieve it so you have a plan and not just a wish!

I am Laura Greenwood of Your Lead Generation. Through my 30 years of marketing and running my own business I have developed the ANCHOR90 6-step system that I have used on a repeat basis to ensure that my business and now my clients' are continuously converting connections to leads with the strategies to convert leads to sales. I can plan "with you" for you to execute directly or you can enjoy the journey even more with a "done for you" campaign. Message me here on LinkedIn, email [email protected] or call 07703 520490.