Monthly Archives :

May 2018

ROLLING IN THE LEADS…Getting them to see Your Campaign

ROLLING IN THE LEADS…Getting them to see Your Campaign 900 600 WildFigAdmin

You’ve built a lead magnet (or two or five or ten…). It’s a concise, useful, narrowly focused problem-solver for a segment of your target audience. Once they see your campaign, they’ll be utterly convinced that you’re an expert in your field, and you can begin to cultivate a relationship.

So… How to get them to see it?

Promoting your lead magnet or opt-in offer it is just as important as crafting it. Like any content, it’s not effective until someone sees it. Your goal is to increase its exposure in every way you can, and critically evaluate which methods are most effective.

As you start to promote your own lead magnet, take note as you navigate the digital and real worlds: you’ll see lead magnets promoted in myriad ways. Let these inspire you, use your imagination, and put your magnet out in the world for all to see and share.

Website Promotion

Your lead magnet(s) should be prominently featured on your website–but don’t overdo it. Make sure visitors encounter your offer, but don’t turn them off by flooding them with invitations. Check your analytics to find out where your traffic is highest, and choose a few of these options:

  • Home page
  • Main hero image
  • Sidebar
  • Footer
  • Index page
  • About page
  • Resources page
  • Bio page
  • The “thank you” page for one lead magnet can promote another one
  • Create display ads for key pages
  • When relevant, link blog content and other content to your offer
  • A popup which is triggered by an interval of time, scrolling, or exit intent
  • Use your lead magnet as inspiration for blog posts and other content

Social Promotion

  • Promote in social posts on all channels you frequent
  • Repeat often for Twitter (or preschedule tweets)
  • Repeat occasionally for LinkedIn and Facebook
  • Make a dedicated tab on your Facebook page
  • Link to your landing page instead of your home page in your social profiles
  • Offer it to members of your Facebook group
  • Highlight your offer with images
  • Remember to include a shortened link to your landing page
  • Have you included people or businesses in your piece? Be sure to tag them, use @ mentions, or alert them by email
  • Incorporate your lead magnet image and a linked call to action on your cover photos
  • Run paid ads on social media
  • Include it on your LinkedIn profile, media page, posts or portfolio

Verify that the groups in which you participate allow self-promotion. Key point here is: you already participate. You will get a much better reception if you’re part of the dialogue before jumping in with self promotion. Also verify the rules of the group, which may restrict promotions to certain threads on certain days. As always, don’t post it if it’s not relevant.

Email Promotion

  • Mention the offer in your newsletters
  • Craft an email signature including a link to your latest or most popular lead magnet

Video Promotion

Craft a short video about your offer and post it to your YouTube channel. Include a link to your landing page in the description of your video or in the video itself.

Sharing Promotion

Encourage visitors to share your content on social channels by including share buttons on your landing pages and within your lead magnets.

Presentation Promotion

Offer it to the audience any time you present, whether live or in the context of a webinar or podcast.

Complementary Promotion

Build alliances with people in complementary niches. Invite them to offer your lead magnet, and consider offering theirs. For example, a marketer can build an alliances with a web designer, a writer, an SEO consultant, etc. Perhaps you can provide a guest post and include your link.

Livestreaming Promotion

Try the live features offered by Facebook Live, Instagram Live, Twitter/Periscope, YouTube Live, or Snapchat. Talk about your valuable content, show it if possible, and include a link.

At Wild Fig Marketing, we’re committed to helping businesses grow. If you want to walk away with a plan you can easily implement –  schedule a Marketing Strategy Session – a one on one session with one of our marketing experts where a targeted strategy is devised and you walk away with an easy-to-implement plan. Learn more or sign up here:

You’ve Built a Lead Magnet . . . Now What?

You’ve Built a Lead Magnet . . . Now What? 900 500 WildFigAdmin

Recently, we shared how a lead magnet campaign can help you attract new clients and grow your business. Lead magnet giveaways lure prospects in and give them something of value in the hope that they’ll eventually become loyal customers. Maybe.

Net Fishing or Spearfishing?

Marketing agencies sometimes talk about casting a wide net with your marketing efforts. The net fishing concept certainly works for your big picture. But for the specific marketing campaigns you create, spear fishing is a more effective option. The key to success in lead magnet marketing is to be incredibly specific about the people you want to attract. If you cast too wide a net, you won’t lure many prospects.

Building a Buyer Persona
To help focus your lead magnet target market, it helps to build a buyer persona. We’ve talked about this a bit on our blog, too. Your business may target multiple buyer personas—first-time home buyers, move-up buyers, and downsizers, for a real estate example. But your lead magnet should only target one of those personas.

Here’s a quick list of the questions we ask our clients to help them build their buyer personas:

  • How old are your buyers?
  • Where do they live?
  • Are they just starting out, getting married, having kids, or retiring?
  • What do they do for work?
  • How long is their commute?
  • Do they have a high school diploma? College degree? PhD?
  • What other products and services do they buy?
  • How do they find out about you?
  • How does your competition market to your buyers?

These should be enough questions to get your wheels turning! Remember—specific is terrific. The more specific you can be in the details of your buyer persona, the more effective your lead magnet will be. You’ll know you’re offering your buyers something of value and high interest.

At Wild Fig Marketing, we’re committed to helping businesses grow. For the next few months we’ll be highlighting each step in the customer journey – attract, convert, deliver, nurture and refer.

This post is focused on the attraction stage and how you can attract more of the leads you’re looking for! Click below for recent articles on how you can attract quality leads without breaking the bank! Learn More >>

What Lead Magnet Should Your Business Use?

What Lead Magnet Should Your Business Use? 900 600 WildFigAdmin

Lead magnets are the free samples of the digital marketing world.


Just like the irresistible chunks of cheese at your upscale grocery, they give people a taste of what you have to offer, with no obligation to buy. But these digital samples aren’t quite free: prospects must provide an email address in exchange.

Lead magnets are popular because they work. We’ve all browsed an online catalog and encountered pop-ups offering a discount on our first order or free shipping–delivered by email. Whether it clinches the sale right then doesn’t matter, because not only have you shared your email address with the website, you’ve also established yourself as a qualified prospect.

Essential for Generating Online Leads

If generating online leads is part of your business strategy, offering an e-newsletter or other subscriber updates isn’t enough: you need to experiment with lead magnets.

Trial and Error Pays Off

And we mean “experiment” literally. Every business should have multiple lead magnets–at least one for each customer avatar they’re trying to attract. While these avatars will have different needs and preferences, try building different types of lead magnets for different customers, and compare how successful they are to learn more about your clientele.

Gated Content Attracts Interest

Lead magnets are basically a variety of gated content. Content is still king, however tired the adage may seem, and driving sales with useful, shareable, high-quality content is still a key marketing strategy. The purpose of the gate is to extract email addresses from interested parties, and to do that, you have to promise AND deliver useful, actionable material.

What Does Your Customer Need?

Think about your customers’ pain points, and craft your content accordingly. Ask yourself:

  • Will my audience really care about this content?
  • What problem does this content solve?
  • Does this content have real value in day-to-day life?
  • Who are the decision-makers you need to engage?

First Step in Building a Relationship

Remember, your goal in sharing this initial content is not to make a sale. It’s to establish trust, start a dialogue, and start building a relationship. To do that, you’ve got to offer content with standalone value, not just a teaser leading to an up sell. Likewise, the goal is not simply building your list: it’s building your list and maintaining a connection with people on it by continuing to offer useful, relevant, free content.

Narrow Appeal Yields Highly Qualified Results

Also remember–the emphasis is on “qualified.” Your digital content has to appeal specifically to a narrow segment of your customers, and an even narrower segment of the population. There’s much more value in a small, segmented list of qualified potential customers than in a big list of folks attracted by the proverbial free lunch.

The variety of lead magnets out there can be overwhelming. How do you decide which one’s right for this customer, and right for you?

Lead Magnet Options

First, consider your options. The lead magnet comes in dozens of forms. A few of the most popular include:

  • Checklists
  • Whitepapers
  • Webinars
  • EBooks or guides
  • Webinars
  • Free trials
  • Discounts on first purchase
  • Video lessons
  • Guides
  • Reports
  • Cheat sheets

Focus on Problem Solving

Choose your target customer. What are their problems and pain points? Keep it simple: Your product must have narrow focus, be easy to consume, and deliver an actionable solution. If they don’t find it valuable, you’re wasting your time and theirs.

Ask yourself what format is best suited to resolve the problem? It may be as simple as a checklist or it might be optimized by audio or video elements. Shop around the web and note what’s being offered in your industry.

It Doesn’t Have to be Complicated

Also consider your resources. Offering a quality lead magnet is crucial, so it’s far better to provide a tight, focused, checklist PDF rather than a half-baked video. What do you have already that might be re-purposed? A popular blog post might simply be reformatted as a PDF, converted into a list, or recorded as an audio file. The PowerPoint accompanying a successful webinar could be converted into a PDF, or the transcript could be offered.

Lead Magnets Provide Customer Insight

Lead magnets are not only great tools to build your list, they’re powerful tools to understand your customers.

Lead magnets are not only great tools to build your list, they’re powerful tools to understand your customers. If your lead magnet isn’t doing what you’d hoped, you might not be connecting with your customers’ needs. Adjust your product and your promotion until it’s doing the job, and learn from the process.

At Wild Fig Marketing, we’re committed to helping businesses grow. For the next few months we’ll be highlighting each step in the customer journey – attract, convert, deliver, nurture and refer.

This post is focused on the attraction stage and how you can attract more of the leads you’re looking for! Click below for recent articles on how you can attract quality leads without breaking the bank! Learn More >>

Made in Minnesota – Becker Arena Products

Made in Minnesota – Becker Arena Products 900 600 Kari Switala

Welcome to our new blog suitably titled Made in Minnesota where we will explore different Minnesota-based businesses and learn some helpful tips along the way! The blog format will be a Q&A, conversational style that allows you as the listener to lean in and get to know some great Minnesota business owners on a personal level. You will hear stories of big dreams turned reality, obstacles encountered and how they were overcome, things business owners would love to go back in time and change and fun little tidbits you wouldn’t otherwise be privy to! Sound like fun? Pull up a chair and get ready to meet Jim!

Today’s featured Minnesota business owner is Jim Becker, owner of Becker Arena Products in Shakopee, Minnesota.

Good morning, Jim! Thanks for joining us today.

Thanks for having me!

Jim, can you tell us a little bit about how Becker Arena Products got started?
I started the company in December of 1988 after I found out the company I had been working for was closing their U.S. offices and I would no longer have a job. At the time I had been selling the Olympia Ice Resurfacer and was offered the dealership for the western U.S. I took the opportunity, but that alone was not going to be enough to sustain a business.

I started selling hockey dasher boards for a local dasher board manufacturer and then slowly started building a rink supply/catalog division. As business grew so did our staff, our customer base, and our opportunities.  In 1994, we decided to build our own hockey board systems and control our own destiny.  We then had the privilege of providing the dasher system for the Olympic men’s hockey venue in Nagano, Japan in 1998. (our claim to fame)

Q:  Were you destined to be in this business?
I think I was destined to be a business owner; I feel I have the entrepreneurial spirit and vision.  My passion is seeing new ideas come to life as well as building and designing.  I love the relationships – working with customers and vendors, and I also enjoy the sports industry culture.  My experience working at a local ice rink as an assistant rink manager and Zamboni driver sparked the love for the culture and business-side of this industry.  After 2-1/2 years at the ice rink I was recruited to go to work for an ice rink construction company where my passion and experience grew.  I did play hockey when I was young and have always loved the sport of hockey.

Q:  What do you find most challenging about the business you’re in?
Staying out of pricing wars with low-cost- providers can be challenging.  We focus on building our reputation as a quality and responsible company, we don’t want to be picked just because we were the lowest price, we have more to offer. When necessary, we work with our customers on value engineering ideas to provide the best products for their project and find ways to do everything within their budget.

Q. What is the biggest obstacle you’ve overcome in your business and what did you learn from it?
Ice Rink Construction is seasonal and planning for the busy season (July – November) can be challenging. Everyone wants to be skating at about the same time, so making sure that we can accommodate all customers is a challenge. In the construction business, projects do not always stay on schedule so juggling manufacturing and installation schedules at times becomes very difficult. Planning the proper inventory, the correct workforce and making sure we can make our promised delivery dates is always our #1 priority. Making sure that we communicate with all parties involved is essential.

Q:  If you could start over what would you do sooner ….
I would have adopted the EOS Operating system earlier instead of winging it for the first 20 years. The EOS focus is on Vison, People, Process, Data, Issues and Traction.  I would recommend it for any new or growing business.

Q:  Being an entrepreneur requires a lot of juggling… how do you stay focused or refocus when necessary?
Again, the EOS system has helped to keep the whole company focused including myself.  Having an “Integrator” has allowed me to focus on things like product R & D, strategy and technical support for sales, which I find rewarding.

Q:  What would you do with $500.00
I would invest in company brand-building and communicating to our customers what differentiates us from our competitors.

Q:  Technology, apps software
I am really interested in the 3-D printing technology.  I think I could use a 3-D printer to develop some new products I am working on.

Q:  If you could start any business today what business would you open?
It would be something that would get me outdoors more. I really enjoy being outside year around. (Or, something I could do part-time as I look forward to retirement someday)

Q:  Wrap up, what advice do you have for new business owners just starting out.
Do what you love and love what you do so it is fun…. and surround yourself with people smarter than you.

Thanks so much for spending some time with us this morning, Jim. It’s been fun to hear about how Becker Arena Products has grown through the years and all the wisdom you’ve gathered along the way. We wish you continued success in all your business endeavors!

If you‘d like to learn more about Becker Arena Products you can visit them online at:

What Is a Lead Magnet and How Can a Lead Magnet Campaign Help Grow Your Business?

What Is a Lead Magnet and How Can a Lead Magnet Campaign Help Grow Your Business? 900 600 WildFigAdmin

Recently, I was out for my family’s monthly run to the local warehouse store to restock on the essentials (with two boys in the house, I’m always amazed that one trip a month is enough!). It was a weekend day, and at the end of every aisle was a lovely, older woman hawking the latest new cracker, juice, hot dog, or samosa. As I passed by, little paper cups of free samples were pressed into my palm.

The lovely ladies offering me samples weren’t pushy salespeople. They knew their products would speak for themselves; all they needed to do was get me to give their treats a try. And a few of the samples were pretty good! I tossed one or two boxes in my cart to bring home.

Waiting in line to check out, I realized that those samples are a lot like the lead magnet campaigns Wild Fig Marketing creates for our clients. Lead magnets are irresistible freebies you give away to prospective clients in return for their email addresses. Like delicious free samples, lead magnet giveaways lure prospects in and give them something of value in the hopes that they’ll eventually become loyal customers.

What Makes a Good Lead Magnet?
I wish Wild Fig Marketing had some delicious treat we could send prospects virtually over the web. But we’re in the marketing business, not the snack business. Our lead magnet is the first step in building a relationship with our clients. It must be easily accessible and usable, related to our services, and not cost a thing.

Fortunately, there’s a full menu of valuable content at our disposal for lead magnets. eBooks and guides, video tutorials, free trials and consultations, podcasts, and virtual classes or lessons are all valuable content.

How Do You Promote Your Lead Magnet?
It’s no coincidence that the free sample ladies show up on the busiest shopping days at my local warehouse store. And it’s no surprise that they seem to have an endless supply of samples—and boxes of their products for me to toss into my cart.

The key to promoting your lead magnet is a little planning. How are you going to spread the word about your lead magnet? How will prospects request it? How will you deliver it? How will you follow up with them?

We work with our clients to create a lead magnet campaign with one of our favorite tools, Ontraport. We lay out the entire roadmap of a lead’s experience, from the time they visit your website and see your lead magnet offer to signing up to receiving it via email. We even hammer out the follow-up emails you’ll send and create social media ad campaigns to drive traffic to your lead magnet.

How are you planning to add value and draw in new customers this year? Lead magnets can be an easy and profitable way to keep your lead pipeline full. Contact us to schedule your consultation today!

At Wild Fig Marketing, we’re committed to helping businesses grow. For the next few months we’ll be highlighting each step in the customer journey – attract, convert, deliver, nurture and refer.

This post is focused on the attraction stage and how you can attract more of the leads you’re looking for! Click below for recent articles on how you can attract quality leads without breaking the bank! Learn More >>



The funnel… It’s not what it used to be.

Remember when a funnel was a device used in the kitchen to put jam into jars, and in the garage to put oil in the engine? Today, in marketing-speak, it describes the channel your prospects enter, which narrows down like the hat of the Tin Man, delivering a smaller, select group of nearly-converted customers into your eager hands. It’s an important early step in the customer’s journey.

Keep That Funnel Full

We see lots of talk about filling your funnel, and for good reason. You’ve always got to be filling that funnel: generating leads, connecting with prospects. Even if you have all the customers you could wish for, it’s dangerous to get complacent. Things change: companies go out of business or switch their loyalties, so whether you’re sitting pretty with a full roster of great clients, or looking at gaps in your schedule or production line, you always need to be filling that funnel.

When your funnel is full, you’ve got plenty of highly qualified prospects lined up, so it’s easier to relax. It’s also good to know that you’re not overly dependent on every current customer and client: you’re in a much stronger bargaining position when your funnel is full, and you don’t have to acquiesce to every demand at the negotiation table.

The important thing is to consider funnel-filling a maintenance activity. Incorporating ongoing activities which attract prospects is key: You don’t want to be scrambling when a client surprises you by departing.

How Do You Fill Your Funnel?

There are plenty of tools out there for generating leads. In fact, there are so many that it’s easy to get overwhelmed. We recommend that you keep your ear to the ground and stay acquainted with the options out there, but focus on a few activities which suit your industry, your clientele and your personal affinity. As long as you keep replenishing your supply of potential new clients, you’ll be in good shape. No one can or should engage in all the tools out there for attracting leads — try a few methods, and keep what works.

Here are our favorite funnel-fillers at Wild Fig Marketing.

Email Marketing

According to the Data and Marketing Association, for every $1 you spend on email marketing, you can expect an average return of $38. That’s a pretty good return, right? Email lets you keep in touch with people who have expressed an interest in you. Have you ever visited a website, and signed up for their newsletter simply to make sure you remembered the organization and what they’re up to? That illustrates the power of email marketing.

Blog to Establish Credibility and Attract Loyalty

Establish a credible blog. That means providing lots of useful, objective, insider info to people and companies in your industry. It doesn’t mean loading each post with lots of sales pitches. The goal is not to sell to your readers, but to earn their trust and respect. Generously sharing industry news and expert advice will earn loyalty, and increase traffic. When readers truly value your content, they’ll keep coming back AND they’ll trust your expertise.

Lead Magnets

Have you ever visited a website, and encountered a pop-up? They typically entice you to enter your email address in exchange for restricted content, such as a white paper or a tutorial. This is a great way to turn visitors into leads, while establishing your qualifications in the field.

Fill Your Sales Funnel

These are just three of the dozens (maybe hundreds?) of ways to fill that vital sales funnel. Experiment! Try a few techniques, and find two or three favorites which suit your business and your personal style. When you know you’ve got more business right around the corner, the pressure is off–it’s a lot more fun to do business, no matter what your industry. If you need help with any of this, feel free to contact us to get something started!