Page 119 - Social Media Marketing

102 Walk Like a Giant, Sell Like a Madman

comparison shopping, or ready to buy. (See "Categorizing
Leads," later in this chapter, for additional details.)
4. Mail your marketing packet to the prospect. (You may have
several different marketing packets, each of which is designed
for a particular lead category.) Your packet should include a
folder with the following materials:
• Your business card
• A letter of introduction describing who you are and how

you help your clients

• Your resume
• Your company, team, or personal mission statement

• A brochure
• Reprints of any positive press you've received in the news-

papers
5. Assign the prospect to a drip e-mail campaign, as discus-

sed later in this chapter in the section "Launching a Drip
Campaign." You should have several drip e-mail campaigns,
one for each category of leads.

Receiving Leads

The first step in dating your leads is to have some sense of where
your leads are likely to originate. Some lead-generation services,
for example, can send leads to you via e-mail and forward them to
your cell phone at the same time. Others may require you to log
on to the service. You may obtain other leads when you are talking
with existing clients or when prospective clients call about one of
your advertisements.

Jot down a list of all the possible sources of leads and the method
by which you are most likely to receive them-via phone, e-mail,
web sites, direct mail responses, and so on.

Next, decide how you are going record the incoming leads, and
perhaps who on your sales team is going to be in charge of tracking
leads and launching your follow-up campaign.