25 May
Jason

Introducing P6 – The Business Development Recipe for Online Lead Generation

P6 represents the underlying philosophy behind an ongoing, profitable and sustainable lead generation program for a professional services oriented business. P6 is a recipe that includes SIX (6) high-level ingredients:

  1. PACKAGE a clear and compelling offer
  2. PRESENT this offer again and again
  3. To different groups of targeted PEOPLE
  4. That PERCEIVE they need what you are offering
  5. Who PREFER you over your competitors
  6. And who can PAY for what they buy from you

If you are thinking that P6 sounds simplistic, you should know that just because something sounds easy does not really mean that it is easy to achieve. In this series of blog posts, I am going to break things down into bite-size pieces and help you implement the P6 step-by-step online lead generation strategy that will enable YOUR business to survive and thrive in good times and in bad ones too.

pg-recipe

Let’s start with an introduction to the first couple of elements of P6:

  • Packaging your offer, and
  • Presenting it in front of more and more people again and again

For ongoing success in a transactional business, you need to know that there is a market ready to (1) buy what you are selling; and (2) pay the price you are asking. Whether the market exists or you create it, you need ready and willing buyers – whether it’s a product or a service.

Let’s start with the offer. Whether it’s a service or a product, your offer should ideally follow a pattern where the offer is:

  • Defined,
  • Refined,
  • Precise, and
  • Compelling

Ask 2 questions. What problem are you solving? For whom are you solving it? Use a telescope to look at the end result and then work backwards to develop your communication and engagement strategy that attracts the people with problems to learning about your solution[s].

You can even “sex up” your messaging with “neuro-linguistic programming” (e.g. mindtricks that sort of hypnotize the reader to take certain actions) and professionally written marketing copy, but there has to be a point where the mechanics of your value propositions must be conveyed to visitors in such a way that the visitors understand clearly and quickly what you are offering – and stay on your site to learn more.

See the next blog post, where we start unwrapping the first P6 ingredient: Packaging Your Offer

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Citation Audit

A citation is a listing online that includes your business name, address and phone number – also referred to as an NAP. Your citation listings that appear online need to be accurate – even down to the suite number. A typo on a listing on another website where your phone number or name is incorrect can affect your search rankings and/or even direct traffic to your website.

What is our recommended solution? We will check your NAP details on directories where your citations appear. We will search on Google for the following NAP related items:

Another alternative is to search for citations by looking for citation directories. We review the top directories and niche/local directories to validate your listings. Some of the main directories include Google, Yelp, Yellowpages, CitySearch, Superpages, and DexKnows.

We can also claim listings for your business in case they have not been claimed already. This process will ensure that you are given access to edit and update your listings going forward

Meta Tag Audit

Website Content Audit

Link Structure Audit

Google+ Page Audit

Online Reputation Review

Backlink Review

Website Speed Audit

Local Schema Audit

Google Analytics Implementation Audit