Passive Lead Generation

The Untapped Engine To Get Unlimited Web Design Leads Without Marketing

Everybody loves the idea of passive income, right? This is the idea of setting up a system that continually puts money in your bank account while you sleep. What if we take that concept and apply it to lead generation?

Welcome to the world of Passive Lead Generation! Here’s a 7-step method for setting up an engine that generates leads without your day-to-day involvement. Intrigued? Let’s dive in.

1. Get Clarity on Your Niche

Finding Your Audience

Before you can generate leads, you need to know who you’re targeting. Your niche isn’t just “business owners.” We’re looking for a certain type of business owner that can be easily and quickly explained. A great niche that works especially well for passive lead generation is local, in-person businesses that provide some sort of professional service.

For example:

  • Chiropractors
  • House/Carpet cleaning services
  • Dance instructors
  • Kitchen and bath remodelers
  • Dermatologists
  • Dietitians
  • Deck and fence builders
  • Financial planning
  • General contracting and handyman services
  • Moving services
  • Physical therapists
  • Personal training
  • Pet boarding/grooming/training
  • etc.

These are extremely common businesses that are easy to discover.

2. Define a Marketing Outcome

What Can You Achieve?

Now, identify a concrete marketing outcome you can achieve for your niche. The most popular outcome for businesses like the ones listed above is going to be generating more calls from qualified leads. All of these businesses are appointment based and generally fueled by incoming calls.

Some businesses have other goals, like car dealerships generally don’t want calls, they want more foot traffic so people literally come in and take test drives. Other businesses might want memberships rather than appointments. The key is to have a specific measurable goal that resonates with your target audience.

3. Build an Online Marketing Solution

Crafting the Perfect Solution

Once you have your niche and outcome defined, build an online marketing solution that delivers this outcome. It could be a specialized SEO package, a social media strategy, or a conversion optimization service. Make it enticing and directly tied to your promised outcome.

4. Select a “Small Favor”

The Power of Giving

Think of one small thing you can offer as a “small favor” that is part of your larger marketing solution. It might be a customized infographic, an eBook on increasing social media engagement, or a quick optimization of their LinkedIn profile. Make sure it’s valuable on its own, even if they don’t hire you for anything else. It should be a complete solution to a narrow problem.

5. Find Other Businesses

Building Partnerships

Now, it’s time to find other businesses that serve your same audience but in a different way. Here’s a list to kickstart your brainstorming:

  • CPAs and Accountants
  • Tax Preparation Firms
  • Trademark Lawyers
  • Business Formation Attorneys
  • Print Shops
  • Bookkeepers
  • Commercial Real Estate Agents

The possibilities are endless. The goal is to connect with businesses that are serving your target audience but aren’t direct competitors.

For example, let’s say you want to work with kitchen and bath remodelers. Kitchen and bath remodelers probably have bookkeepers. So, both you and bookkeepers both want to serve kitchen and bath remodelers, but you’re doing their online marketing while the bookkeeper is managing their billing and invoices. This is perfect.

6. Offer Your “Small Favor”

Enhancing Their Offers

Approach these businesses and allow them to use your “small favor” as part of their marketing. They get to enhance their offers, and you get exposure to their clients. It’s a win-win!

An example is to offer a free “Digital Business Card” to all of the customers at the local print shop who are getting physical business cards printed. They include that offer in their print package as a free gift. Then you will start receiving calls from their customers to redeem the small favor offer. Now you’re getting free leads from qualified clients without having to do anything to generate the calls.

NOTE: Instead of using a 3rd party digital business card platform (reseller option available), you could just build your own with WordPress.

The key here is not to just do the work and email them when you’re finished. The entire point is to schedule a call with these leads so you can get the information you need to put the digital business card together. Use these calls BOTH to do the work AND to upgrade them into your paid services.

Here are several reasons why this works:

  • Build trust by being associated with a business they already use
  • Build trust by doing a Zoom call so people can see and talk to you
  • Build goodwill by giving first
  • The conversation leads naturally to talk about other ways to market their business online.
  • Don’t forget to ask if THEY know anyone else who wants a digital business card too.

7. Enjoy the Flow of Passive Leads

Let the Engine Run

By collaborating with other businesses, you’re now generating passive leads. They’re promoting your services by offering your “small favor,” and you’re reaping the benefits without buying ads or trying to create gobs of free content on social media.

Embrace the Passive Lead Generation

Passive Lead Generation is like having a team of salespeople out there working for you for free. It’s about leveraging relationships, providing value, and letting the system work for you.

Remember, passive doesn’t mean inactive. It takes effort to set this up, but once it’s running, the leads keep coming.

If you want any help setting this up, I’m right here. As soon as you get in, tag me in a post, and we’ll start working on getting you some clients together.

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