Is Your Lead Generation Strategy Keeping Clients Away?

Benjamin WechslerOnline Marketing Strategy, Thought Leadership0 Comments

All I wanted to do was to help a client find a personal trainer/gym in his city that offers the same programs as the one I use. After 20 minutes I had to stop. It was so frustrating. Every potential trainer forced me to download a “free report” to get more information about him. That, of course, required me to give my email address and name. It became obvious that 4 out of 5 personal trainers in that city had the same online marketing strategist.

In my case I was doing comparative research. I had no interest in participating in lead generation.

Lead generation is a process used online by many companies for creating sales leads which might lead to the conversion of a sale. I’ve used it many times, and help my clients create them. I support the use of lead generation. It can be useful for both the business using it as well as the customer who decides to take part by giving their contact info. But … it requires earning trust first.

Each site had a variation of the same theme. I wanted to read about the trainers’ programs, background, and facility. I faced many sales letters declaring,  “a recent study suggests…” and, “you’ll learn these techniques so you can immediately start losing weight.” Every site  promised to save me from wasting my money on traditional gyms and persistent up-selling. And, the most valuable information: three to six, yes, six(!) brightly colored arrows pointing to the place to give my name and email address to get my free report! There was no way on these sites for me to skip the form to decide if I wanted to get the free reports.

I chose my trainer as part of own program for redefining myself and rediscovering my passion for my career. I went to him because of his web site. I was able to read about his experience, his articles, and see pictures of his gym and community of clients. Yes, he has a lead generation tool on his web site. But I graciously gave it to him because he earned my trust and respect first. I never thought twice about it, and I wanted him to have my information.

Here is my message to any who want me to participate in your lead generation:

  • Tell me who you are – show me at least a picture of yourself
  • Let me explore some of your web site – at least your bio – before asking for my email address
  • Try lead generation with your content. Give me your expertise as content or a video and have the lead generation be a natural part of that discussion. For example, write an article on the benefits of proper nutrition while exercising, then at the end make your offer asking me for a comment or feedback, in return for my contact info, on your article.
  • Being visual, pictures are worth more than sales letters
  • At the least, provide a link on your cover page to the rest of your site. Make the link something like “No thanks, I would like to visit your site first.” Tie that link to a specific page in your site so you can track it in your analytics.

Finally, this post appears to be about personal trainers and lead generation. This is not the case, it is the example. How many times have you been confronted with a similar experience while researching any company or professional service provider? Please comment with your thoughts.