Lead Generation Keeping a steady stream of leads flow ing into your - - PowerPoint PPT Presentation

Lead Generation

Keeping a steady stream of leads flow ing into your sales pipeline

Dale “ DataDale” Filhaber President, Dataman Group Direct Author, Lead Generation Made Easier

You Need a Plan

 Lead Generation is not an event.  It is a well-thought out, multi-faceted

program that takes into consideration your goals, your budget, your resources and your brand

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The Perfect Lead

 The lead wants a preneed plan for

him/ herself & spouse

 The lead actually wants to set a date &

time for an in-home appointment

 The lead can afford to pay for a preneed

arrangement

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Cutting Through the Clutter

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Lead Generation Channels

• Direct mail
• Presentations
• Telemarketing / cold-calling
• Senior Fairs / Home Shows
• Referrals
• Online lead generation
• SEO / PPC
• Networking
• Community Outreach
• Social Media
• Farming your own database
• Remarketing
• Website
• Door-to-Door

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2 Different Markets

 Pre Need  At Need

And the w ay w e m arket to them is very different

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W hich w ay to go?

I nbound Outbound

 Creating situations

where prospects can find you

 Reaching out to find

your best prospects

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At Need

I nbound – Can They Find You ? Top Channels:

 Solid Mobile Compatible Website  SEO / PPC program  Branding  Name recognition

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At Need

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Generating Pre Need Leads

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Outbound – Can You Find Them ?

Defining Your Top Prospects

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Top Pre Need Direct Mail Segm ents

 Households with presence of an older

adult

 Planners  Senior Lists / Golden Homeowners  Birthday Lists  Veterans  Targeting by Ethnicity / Religion  Individuals whose parents had pre need

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Households w ith presence of an

• lder adult

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Planners

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Senior Lists Golden Hom eow ners

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Birthday Lists

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Veterans

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Parents Had Pre-Need Plans

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Mining Your Ow n Database

 NCOA  Data Append  Phone Append  Email Append  Telephone surveys  Anniversary / Holiday cards  Incorporate in Direct Mail campaigns

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Top Pre Need Channel Direct Mail - # 1

 Targeted  Personalized  Trackable  Responsive

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Direct Mail

Com ponents for Direct Mail Response

 Targeted list  Message  The Offer  Response Vehicle  Timing

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Repetition is Key!

New Opportunities in 2 0 1 6

 Enhanced targeting  More personalization  Integration with other

channels for a multi- layered approach

 Multiple response

mechanisms (BRM, QR Codes, PURLs, texting)

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The Offer

 A Free Planning Guide Doesn’t Cut it

anymore W hat w ill stand out & m ake people call you?

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I t’s about VALUE

• Prayer Cards
• Afternoon Visitation
• Limo
• Acknowledgment cards

Direct Mail Success Sum m ary

 Target – target – target  Match the message to the target  Effective offer  Mail at the right time  Use different response mechanisms  Test – tweak - retest

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Messaging

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Fear Sells

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So Does Peace of Mind

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W hat’s available

 Turn-key programs

Vs

 Do it yourself

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Telem arketing

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Telem arketing

 Cold Calling & the Do Not Call  The truth about Cell phones  Obtaining phone # s you can use  Telephone appending  Using the phone for Follow up

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Generating Leads Online

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I t starts w ith your W ebsite

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Must Haves

 Easy navigation  Clear phone # / address  Link for Directions  Sign up for more information  Mobile compatibility  Partnerships

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Self-Test your w ebsite today

 Check your site’s speed

https: / / developers.google.com/ speed/ pagespeed/ insights/

 Mobile friendly test

https: / / www.google.com/ webmasters/ tools/ mobile-friendly/

 Test your Website – Get tons of info

http: / / nibbler.silktide.com/

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Social Media

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Advertise on Social Media

 Facebook Advertising  Linked In Ads  Remarketing / Retargeting

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Questions?

Dale “Data Dale” Filhaber 800.771.3282 dale@datamangroup.com www.datamangroup.com Books & Articles by Data Dale to Read:

• Marketing To Death
• Planning An Effective Pre Need

program

• Lead Generation Made Easier

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Resource Guide

Direct Mail Lists & Telem arketing Lists Dataman Group Direct www.datamangroup.com (800) 771-3282 Dale Filhaber Retargeting/ Rem arketing Tandem Interactive www.tandem-interactive.com (954) 281-9995 Ext: 6000 Joe Laratro Marketing360.com www.marketing360.com (970) 541-3264 Joey Witz Preneed Builders www.preneedbuilders.com (800) 724-9975 Ellery Bowker Content Strategy for SEO/ PPC Tandem Interactive www.tandem-interactive.com (954) 281-9995 Ext: 6000 Joe Laratro NCOA / Data Appending / Data Updating Dataman Group Direct www.datamangroup.com (800) 771-3282 Scott Filhaber Print / Mailing Service Orange County Direct Mail www.ocdm.com (714) 444-4412 Dawn Hewitt Synergy Direct www.synergydr.com (714) 824-3786 John Rogers Executive Print & Mail www.executiveprintandmail.com (954) 978-0018 Leila Moavero

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