Living The Red Life - Mastering Lead Gen in 3 Phases : Turning Leads into Lifelong Customers and Superfans!

Episode Date: June 6, 2024

In today's episode I delve into the three phases of lead generation: cold, warm, and ultra-hot leads. Cold leads are those who are unfamiliar with your brand, requiring substantial effort to convert. Warm leads are somewhat familiar with your offerings and have a higher likelihood of conversion, while ultra-hot leads are highly engaged, long-term followers or previous customers ready to make a purchase without much convincing. I cover the importance of transforming cold leads into warm and eventually ultra-hot leads through strategic content creation, effective marketing, and maintaining strong customer relationships.This episode will give you practical steps to increase lead quality and conversion rates, such as creating viral content, optimizing ads, and engaging in joint ventures. Also one that people often overlook is the need for compelling offers and consistent branding to attract and retain leads. By nurturing leads through valuable content and building a loyal community, businesses can achieve higher conversion rates and customer loyalty. I give some examples from various industries, including MLMs, to illustrate the process of turning cold leads into super fans, highlighting the significant revenue potential and customer retention benefits of this approach.CHAPTERS1:31 - The Importance of Lead Generation 2:34 - Challenges with Cold Leads3:09 - Transitioning from Cold to Warm Leads 3:43 - Benefits of Warm Leads 4:09 - Defining Red Hot Leads 5:12 - Strategies to Increase Hot Leads 6:31 - Building a Brand Ecosystem 7:14 - Converting Interest to Engagement 8:23 - Nurturing Leads to Super Hot Status 8:29 - Effective Lead Capture Methods 10:20 - Generating Traffic for Lead Capture 12:25 - Importance of Content Quality 12:57 - Engaging and Retaining Followers 13:36 - Creating Super Fans and Community 18:58 - The importance of building celebrity statusConnect with Rudy Mawer:LinkedInInstagramFacebookTwitter

Three phases of leads. You got your cold, you got your warm, and you got your super warm. First is you need more leads. Making traffic, making viral content, content creation, doing joint ventures, having good offers. If you're not doing that, then you have no chance. Now, if you have that stuff, then it's about keeping them coming back. How do you hold their attention? How do you indoctrinate them? And how do you move it from just like they opted in one time for something to like fan level. And then of course, how do they become a buyer? How do they become a super fan? How do they buy more? And how do they keep buying? How do they refer people to you? How do they leave reviews? And how do they become more

of a cult member within your community? And if you can really focus on these different phases of lead flow, you're going to get better customers coming in, not customers that buy randomly and dispute without asking you. You're going to get customers that even if you screw up a bunch of times and they don't get the email and then the product breaks, so the website's down, they're the ones that are messaging you and asking to help. My name's Rudy Moore, host of Living the Red Life podcast, and I'm here to change the way you see your life in your earpiece every single week. If you're ready to start living the red life, ditch the blue pill, take the red pill, join me in Wonderland and change your life. What's up guys, welcome back to another episode of Living the Red Life. Today we're going to talk

all about leads and the different types of leads and the difference between cold leads, warm leads and ultra hot leads and how you can get more ultra hot leads into your business. Let's face it, if you are a coach, a consultant, an agency, a software company, most businesses require leads, right? Now, the problem is most businesses don't have many leads. They don't have a consistent way to get leads. And when they do get leads, they get a lot of cold leads, right? So there's these multiple problems. And as a business owner, I don't think people realize clear enough that like, hey, if I could just get more hot leads, my business would grow exponentially. Okay. So a lot of what my agency does and my internal brands and the brands with

celebrities that I work on and all the social content we create for brands and ads that we create for brands, it's all around lead quality for the most part, unless we're selling straight to a product, right? So there's normally two ways, sell straight to a product or generate more hot leads. And we do a lot of micro testing, a lot of big picture optimization to increase the amount of hot quality leads. So I'm going to talk to you today about how to understand all the different types of lead flow and most importantly, understand the difference between cold, warm and ultra hot, and then how to get more ultra hot and why you need more ultra hot leads in your business. Okay. So let's start at the top. What is a cold lead? A cold lead is a lead that

doesn't really know about you. Arguably you are outbounding to them or they filled in a contact form or they're on your email list or you buy a lead list, something like that, right? Pretty cold, don't know really who you are, you're calling them randomly and show rate and close rate or deal rate is going to be very, very low. You're going to burn through a lot. Generally, you'll put these through a warm-up process or an appointment setter or something to try and get them to that next phase, which is where it gets more interesting, which is the warm phase, right? So the warm phase is more interesting because now at this point, we have a lead that's a little more interested. They're a little warmer, right? They know who you are or they should know who you are. They kind of know about the brand.

They might know what you offer and they have maybe seen some results or they've seen you around or they've seen your business around. So the close rate here is going to be much higher, right? A cold lead, the close rate might be 5%, right? Because half of them aren't ever getting back to you or 80% aren't even getting back to you. Now on a warm lead, the close rate could be 10 or 20%. Okay. And generally these people spend more, they stay longer and they refer more. So free hidden benefits beyond just being way easier to close and getting, you know, a higher close rate and your sales team being happier. They generally spend more, stay longer and refer more. Okay. Now the final phase, the phase we all love the most, the red hot phase, right? So these red hot leads are your best customers, right? Or they're going to become your best customer at least.

They're your best leads. The sales team love it. You love it when you see them. They're people that know you, people that have followed you for a long time, people that have bought other products, people that get on the phone ready to buy, people that might even know the price. They don't need to be heavy sold. They just want to understand the process or the program. So these are a much better avatar. Now, the problem with this avatar is we would all in this fantasy land love to get thousands of these a day, but they don't exist, right? There's not thousands of them a day that exist. Even some of the biggest entrepreneurs and brands in the world, they probably struggle to get like 100% of these, right? Because they're

few and far between. So every business is going to be made up of a big percent of colder leads, a big percent of warmer leads, and a smaller percent of super hot leads. But your job as a marketer, if you're listening to this, a CEO or building your brand, is asking the question, two questions actually. Question number one, how do I get more hot leads? Question number two, how do I get people to become a super hot lead? Because a lot of people don't do anything to actually increase the lead quality or do anything to increase how well they nurture the leads that turns a cold lead into a super hot lead. So as a business owner, if you can work on these two things, right?

So these two things are getting more hot and super hot leads and then nurturing your audience and your followers and your lead list to go from being cold to warm to super hot leads, and then nurturing your audience and your followers and your lead list to go from being cold to warm to super hot, the more successful you'll be. This applies to software companies. Like I said, this applies to obviously coaches, agencies, pretty much every business out there at some point needs leads right now, like more basic e-commerce businesses. A lot of people just buy right away. So they'd probably be the, you know, they would just talk about the same thing in a buyer sense, cold buyers, people that don't know them, warmer buyers, people that have heard about the brand,

and super hot buyers where they bought a bunch of stuff already in the past or they love the product, right? So understanding that three-step process is going to help you a lot. And now you go, okay, Rudy, I get it. How do I get more warm leads and super hot leads, right? And how do I get less cold leads? So it all starts at the top. It starts with your brand. It starts with what I call your ecosystem. So think about this question right now. What are you doing today to get more super hot leads through your ecosystem? What are you doing in your branding, in messaging and your content strategy and your partnerships in your advertising and your events? What are you doing right now as a brand or a company to even get more hot leads and super hot leads into your business? Because if you're not doing anything to actually generate that, then you're not probably going to be getting very many. Okay. The next thing you've got to ask yourself is when someone first hears about you, how do you turn them from

first hearing about you into wanting to hear more about you? I, you know, registering for an event, getting on your email list, maybe becoming a buyer of a lower ticket item, maybe following you on socials. How do you get them to go over the fence, right? So how do you get them to go over the fence? And then when they've gone over the fence, how do you get them now to become super hot, right? Which is staying around, which is building brand loyalty, which is resonating with them, which is adding value to them, right? If you're not doing any of those things, then you can't magically just go, oh, well, more people should be a super hot lead in my business. It's like, no, they shouldn't. You're not doing anything to do that, right?

So I like to have this exercise with clients. It's like, write down all the things you're doing to get leads, to indoctrinate leads, to get leads to stay following you, right? Those three things. And then what are you doing to get leads to become a super fan? So four things, right? So write down in a table, those four headlines, and then write down all the ideas that you're doing in each section. I guarantee right now, you probably don't have many bullet points across those four sections, but it's very easy to actually build it. And this is that four steps, right? Those four steps. So hit, let's start with number one. How do we get more leads? Well, we can do more content on social media. We can give away more products. We can give away more cheat sheets or do free events or do some sort of a coupon, right? Where they actually raise their hand and give

their email address or their phone number or they follow you, right? So that's one way. Next is we run more traffic, okay? You need to get more people to just simply know about you, okay? You could have all the best coupons and cheat sheets and stuff in the world. If no one knows about you, they're not going to be used. Here's an example. If there's someone in my office right across the corridor here that's giving away free Lamborghinis and Ferraris, all you have to do is give the email address, but he stays locked in that office and no one goes in, how many leads does he get? Irresistible offer, right? He's giving away a $300,000 supercar. How many leads are you going to get? Zero, because no one knows about him. Doesn't matter how great his offer is. Doesn't matter how great his coupon is, right? Or his lead magnet or his lead capture system. No one knows about it. Irrelevant. Now, if he takes that

same offer, two blocks, South Beach, I can see it right now, my window. Okay. And he has a big billboard and he has five red Ferraris and Lamborghinis following him right on South Beach. And he has a big billboard and it says, come give me your email address. First 10 people will get a Lamborghini or a Ferrari of your choice. How quickly is he going to get 10 leads? Very quickly. Right. So a big part of it is not only having ways to capture leads and ways to indoctrinate people into your brand and excited to give their email address or their phone number or opt-in, right? But then the next part is traffic, okay? And one thing you may have pulled up on there is what are you doing to indoctrinate

them into the brand and giving them a reason to actually become a lead, right? The Red Ferrari or Lamborghini giveaway is a pretty great way, right? It's an irresistible offer. But you want something that also will make them stay long-term. So the only downside to that random example I made up is the people on South Beach where you give 10 Lamborghinis and Ferraris away, they might not be your ideal customer. They probably will become fans for life if you give them a $300,000 car, but they might not be your ideal customer. Okay. So how would you make that better?

Well, say you're a business owner and your perfect client is other business owners. You do that same giveaway at a booth for business owners at an event, right? If there's an event for business owners and that's your avatar, you have a booth and you give away 10 Ferraris and Lamborghinis. Now you have a better avatar too. So you're getting a better lead quality. Okay. So it's very important to understand in that first bucket, right? Getting more leads. You need lots of really good ways to actually attract them in. Then you need traffic. You need to show them all of the reasons why they should opt in or all the reasons they should follow you. Okay. And then that kind of comes to this next phase. How do we start to actually warm them up? Okay. Because when they opt in for the first time, or they see

your content for the first time, or they follow you for the first time, what makes them stay? 90% of people that go on an email list don't stay and engage, right? Most email open rates are 20 to 30%. That means 80, maybe 70 up to 90, right? So depend on your open rate between somewhere between 70 and 90% don't continually follow you, right? They don't continually open your emails. And if you're going to look at how many followers you have on social media versus the last post you posted, your impressions versus followers will probably also be like 10 or 20%, which means 80% of people aren't seeing your content. So why is that, right? Well, part of that's the algorithm on social media and the algorithm on Gmail and all the spam boxes, right?

Filtering stuff out. But part of it is your brand and your content. Because let's face it, if you were their number one favorite thing in the world, they would be following you and opening every email. They'd add you to like, you know, an approved list or a friend, right? Or they would put you in a priority thing. So you show up at the top on an email. And if they, you were a super fan, if they were a super fan on socials, they would click it where they get notifications every time you post. So you can't blame the algorithm solely because that's not true. If they really loved you that much, they can actually override their algorithm through Gmail and email and socials and they could be getting all your stuff, which has to mean there's a reflection of you there that you haven't

provided enough value or you haven't provided enough content or you haven't provided a good enough reason for them to follow you and for them to listen to your content and for them to engage and for them to become a super fan, right? And that happens for every brand, whether you're the biggest brand in the world, the Kardashians, Gary in our industry, Gary Vee, Grant Cardone, some of the biggest entrepreneurs. They have massive lists, massive social. Not everyone follows them. So no one has 100% success rate, but it's about how do you get a better success rate? How do you get more people really attracted to what you do, really loyal to what you do? And part of it's the content

you provide. Part of it's the effort and energy that goes into your content. Part of it's the psychology behind your content and what you're providing them in your community. Part of them is the community, is the extra things around the community, not just the content. And part of it is actually understanding their needs and desires and wants. If you're helping them get further ahead in life or helping satisfy a need, it could be entertainment, Mr. Beast. It could be weight loss. It could be making money. It could be saving money on taxes. It could be finding a girlfriend or a boyfriend or love. It could be working through a divorce. It could be baking high

protein cakes and smoothies and breakfast. Who cares, right? But if you're helping them with something that's important to them if you're helping them with something that's important to them and you're doing it in a really good way, an engaging way, a consistent way, a way that they resonate with, then that's when they start warming up and moving to this next phase. This next phase is where they're becoming more of a super fan, right? Now, during this phase, it's ideal that there's transactional history, which means it's ideal that they're not just getting free content, they're actually buying. Why? Because when someone buys, they pay attention, right? When they pay, they pay attention. And when someone buys,

it means that they're a much more loyal fan than a free fan. Doesn't mean you can't have some people that are free fans forever and super loyal. Go look at a lot of like Taylor Swift and stuff and presidential elections, people that support presidents or Taylor Swift. They may never have purchased anything, but they still love those people. However, in the business sense, generally when someone buys, it shows a commitment, right? It shows they're a little more serious. So those people will generally start to move into that super warm, right? They've followed you for a long time. They know about you. They share similar values to you. And generally, they align with who you are, what you do, and you're helping them achieve something. You might be helping entertain them when they're bored at work. You might be helping them lose weight. You

might be helping motivate them. You might be helping them with business knowledge, just like I am here. You're doing something to make their life probably better, okay? So if you can do all of those things, and you can do all those things consistently, and you can make them feel special, and as bonus point, build a community around it, so it's not just about you. They now have this amazing community. Well, that's when they become a super fan. Okay. And here's one business model that's great at it. MLMs, multi-level marketing. Okay. They're

amazing at taking a cold stranger, right? Having other people promote to that cold stranger to become a buyer, then to become a rep, right? Where they're actually selling the products, then to work up the ladder when they work up a ladder, right? Now they're a senior rep, they have a whole team, they start winning dream vacations, they start winning cars, they start coming to the events for all the promoters and the people in the MLM, and it becomes almost like a cult at the end, right? A great, great, great example of taking a cold lead all the way to that super warm level, right? And of course, if someone's going through all of that to that super warm level, they've made the business a crap ton of money in the process, right? If someone bought the products, then became a sponsor,

and then got a bunch of other people selling it, then worked up the ranks and started winning the dream vacations and the car awards and, you know, meeting the exec team and the corporate level. They've probably made that company tens of millions of dollars. Okay. So, and they've referred people and they've built these big teams under them. Right. So it's amazing for the company. And obviously the super fan is very happy too, because they probably made a lot of money in the process. Okay. So that's kind of the stages. You got your cold, you got your warm, and you got your super warm, right?

And just to recap, first is you need more leads, period, right? And I talk about making traffic, making viral content, content creation, doing joint ventures, having good offers, like irresistible offers that are actually going to attract people to opt in, to give their email address, to follow you, right? If you're not doing that, then you have no chance. It's very important that you do have that stuff, okay? Now, if you have that stuff, then it's about keeping them coming back, right? How do you

hold their attention? How do you indoctrinate them? And how do you move it from just like they opted in one time for something to like fan level? And then, of course, how do they become a buyer? How do they become a super fan? How do they buy more? And how do they keep buying? How do they refer people to you? How do they leave reviews? And how do they become more of a cult member within your community? Okay, so three phases of leads, things that you need to be focused on. And if you can really focus on these different phases of lead flow and get more of the warm and the hot leads, you're going to do an amazing job in your business. You're going to make way more money. Your sales team are going to love you way

more. If you're taking sales calls right now, or even if you don't do sales calls, you're going to get better customers coming in, not customers that buy randomly and dispute without asking you. You're going to get customers that even if you screw up a bunch of times and they don't get the email and then the product breaks or the website's down, they're the ones that are messaging you and asking to help, right? And the last thing I haven't mentioned amongst all of this that I'll do for just a minute or two while we finish is building the celebrity status, okay? Because all of these things are great, but one thing I've learned working with a lot of celebrities and brands is that celebrity status is so, so, so important.

And it's kind of fascinating by growing your brand to an elevated level through content and branding and PR, you can achieve this more like celebrity status in your space where automatically all of those people that kind of came through and are watching the content and going through those stages are going to warm up faster and they're going to not only warm up faster, they're going to be more trusting out the game. Okay. So two really important things. They're going to not only warm up faster, they're going to be more trusting out the gate. Okay. So two really important things. They're going to go through the system faster and they're going to be more trusting as they go through it, which means more people will make it through. Okay. And that's simply because the power of celebrities in celebrities in today's society, it can't be overlooked. It can't be ignored. And if you look closely, it's why a lot of very famous,

successful people are spending a lot of money growing their brand. Okay. Great example, Grant Cardone. Okay. He realized the power of this and now he's doing TV shows, hanging out with celebrities, building his network. He's building this celebrity status. Kardashians, great example, right? Their mom had a very clear plan. Hey, if I make these girls famous celebrities, they're never going to have to worry about money and they're all going to have an empire. And that is exactly what they did. Okay. And then they built billion dollar brands off the back of it. Okay. And there's, you know, a lot of ways to do that. It's beyond the scope of today's podcast, but I have shot

previously over the last year, several different podcasts on different areas. You need to do that, how to work with other celebrities, which gives what's called the halo effect, and then how to build your own brand and a celebrity status for your brand. Okay. So if you haven't watched those, go back and watch them. Okay. And if, and if you enjoyed today's show, I would love a five-star review or of course, any review, whatever you feel natural. I would love a review, especially if it's five stars, go to Apple, go to Spotify or just Google us. Okay. Living the red life, leave a review. Let us know how this has helped you. And as a way to say thank you. And, and as a way to get a lead,

you can even go to my Instagram. Once you've left the review, screenshot it, and I'm going to give you a thousand dollars worth of free trainings, a bunch of my courses that I've sold separately for free. Okay. All you have to do is leave a review. You can leave any review you want, head to Instagram, screenshot it, and then we will send you the login for that to say thank you. Okay. All right, guys, that is a wrap. That is the different stages of lead flow. Everything you need to know around it, cold, warm, super hot work to get more super hot leads in your business. And I will see you guys next time. Take care. you