Spammy, sleazy online marketers have given “lead generation” a bad name. But it doesn’t have to be that way!
So, I’ve created a new video blog post to explain how—when you put “leading with value” and being of service first—marketing online can become more fun and meaningful.
Click the video below to watch now.
Edited Video Transcript:
What Lead Generation is NOT
This video came about because of an online conversation where a woman was asking about how do I do lead gen. Just the idea of lead gen or lead generation kind of made her skin crawl because she associated it with the get-rich-quick schemers that are out there pitching digital marketing day and night on the web.
When I talk about lead generation, I’m not talking about that kind of get-rich-quick sales pitch, go get them, you know, hustle until you die type of attitude. That’s not who I am. That’s not how I approach it.
How I DO approach it is from the point of view of relationship building. Relationship building is a whole different thing when you talk about lead generation and it involves authentic value. I use the term “leading with value.”
Authentic Marketing Feels Good Because It Is About Relationship Building
First of all, in order to do lead generation that feels good—that is going to really actually work in the long run—you need to offer something of value. You need to give a gift or a service. (For example), I’m doing this video for you because I think this information is important, and because I intend it to be valuable and useful. You have to determine whether I succeed at that, but I’m here because I want to be of service.
So, immediately for me lead generation is not spammy. It’s not sleazy. I’m authentically trying to be of service. So, any good relationship building-oriented lead generation starts with value and it immediately feels good because you’re being of service.
Relationship Building Means Offering Real Gifts that Are Truly Valuable
It also begins a real conversation because authentically you’re contributing value. You’re building a relationship. You’re not saying take, take, take, give it to me, give it to me.
You’re saying here, I’m here and I want to be of service. I have something valuable to offer and the relationship building then becomes a kind of what I’ve heard called the “pink spoon,” like at the ice cream store where they give you a free taste.
So, it becomes something, in a way, delicious, right?
You’re offering a free taste, a sweet taste, of what you have to offer that’s authentically valuable. And when you offer something that’s of value, then your ideal prospects appreciate it. You’re not looking for just any leads. You’re looking for leads who are your ideal customers, your target audience.
And when you offer something of value, when you lead with value with that opt-in, incentive, free ebook, webinar, or organic social video like this, then you’re going to attract the people who are a natural fit for your message.
You’re not looking for everybody. You’re looking for the people who are your tribe or your community, and you want to build a relationship with them.
Being of Services Makes Lead Generation Fun Because It Feels Good
So, you start out by being of service and you feel good about that.
Then, next, you’re connecting with the people who are the right people for your service or product by offering them a sweet taste. In this way, it becomes a kind of a fun exchange where you’re putting yourself out there. It doesn’t have to be a fearful thing because you’re going for the people who are the right fit for you. And then that synergy begins to happen. And so lead generation authentically does become relationship building and when you approach it that way then lead generation becomes even more than relationship building. It becomes about building a long-term conversation which can become a long-term relationship.
And, to tell you the truth about myself, I’ve not been doing as much of this kind of being of service as I want to.
So, my request for you today is to let me know, is this valuable? Do you want more kinds of videos like this?
Because I’m intending to be here more regularly, more frequently, in order to engage with you in a conversation and hopefully attract the right organizations and the right people who can value the kind of services that I provide… and my company, ComBridges provides.
I look forward to hearing from you. I hope this has been valuable and thank you so much for watching!