How to attract any number of clients in any business - an interview with an expert in lead generation Rustam Nazipova

Our interlocutor - Nazipov Rustam, a businessman, an expert in Internet marketing, founder of the "Academy of lead generation." Also demanded the speaker, the author of a textbook on lead generation.

20 and June 21, 2015 «Academy of lead generation"Organize a major conference, where they will meet professionals in the field of marketing, advertising and SMM, -«LidFest 2015». We talked with Rustam on trends in internet promotion and the role of lead generation marketing.

- Rustam, lead generation in Russia direction appeared not so long ago, but quickly became popular. Why?

- It's simple enough. Imagine, for example, the average owner of a large construction company. He's since 1990's building houses and selling apartments. For him, the internet - something abstract and incomprehensible. But as an intelligent man, he realizes that the Internet - is not just entertainment, it is a serious source for the replenishment of the customer base.

What he realized it takes a normal businessman? True, looking for someone who will make him a website, then hiring a specialist in contextual advertising, separately specialist in SEO, SMM, and so on. All this for a long time, and if you do not understand about the Internet, and more expensive.

When using lead generation rastkrutke everything is much simpler: the owner of the business is lead manager, coordinate it, for example, with the head of the sales department, and he continues to do so, what is strong - to build houses. No need to delve into the advertising campaigns, the mechanics of creating websites and more - saving time and other resources. So what lead generation is popular because it is effective.

My words are confirmed by this graph. This query statistics for the word "lead generation" since May 2013. It can be seen how much the increased interest in the topic for two years.

Another fact, talking about the popularity of the promotion lidami - our book "Lead generation. Customers does not happen much». It sold out in a few days and became a bestseller.

In business, when they find out about this marketing tool, there is no question, whether or not to use lead generation. The question arises, where to get a good lead-manager.

- This is a relevant question because lead generation is gaining momentum and there is a huge number of companies that promise mountains of gold, literally. How to identify truly effective proposals for businesses with small budgets?

- Simply put, how to distinguish the company, really delivering Sales leads, from fraudsters. :) We call scammers who takes the money and does not fulfill its obligations. Unfortunately, there are many, because, once again, to sell a service lead generation easy. We do not allow their graduates to work for money, until they pass the certification.

Distinguish expert from the fraudster may be at least two ways.

The first - to see how many orders.

by lead generation specialist - a person who can bring any number of clients in any business.

Do you think he can sit without a job? Never! He needed by all! A good lead-manager of all in two to three months, while the customers are willing to wait until it becomes free. Therefore, if a person compulsively offers its services, just insists on signing the contract, it is likely he had no orders, and it is an occasion to reflect on his competence.

The second way - to ask a direct question, how much will it cost and how much lead contacts prospective clients will be in a month. If you are called the exact figures ( "One lead will cost 1500 rubles a month will result in 100 of leads"), then in front of you a crook.

Online promotion - dynamically developing sphere. Lida cost can vary.

Before the lead manager started to work in a particular niche, that is, until the testing phase, even called the approximate cost of Lida impossible. In professional process looks like this: the agreement with the customer, tested and then called the indicative figures.

- And yet, where to get a specialist? Where and how to prepare the lead managers?

- Specialists deficit. One reason is that few places are taught comprehensively. Someone teaches context, some - working with social programs. But the only place where they cook integrated experts - is the "Academy lead generation."

Our educational program, has a certificate of quality ISO 9001 and approved by the Ministry of Education of Russia, consists of five areas:

1. Search customers - learn to offer their services, so that after a while the customers themselves after you ran.
2. Strategy development - a key moment, an important and difficult process, which determines the success of the customer. Before untwist business, you need to work out a plan.
3. Web development, or rather their structure. Learn how to make websites with high conversion and how to work with freelancers.
4. Working with advertising - contextual, social, banner, teaser.
5. Web Analytics - professional must understand what is happening and how it can be influenced.

Such an approach to an eight-week training allowed us to become the largest center in Europe: we have more than 30,000 students and about eight hundred graduates. Now there is the 12th coaching stream.

We want to make of lead generation specialists were as much as possible, so not only "kuom frames", but also hold a thematic conference.

- What issues will be discussed at the "LidFeste" this year? The event will be useful for industry professionals?

Lead generation - it's cool. We want everyone to know about it.

We want employers to know that lidami can involve any number of clients in any business. We want to teach them not to drain the advertising budgets are wasted. Want the experts in internet promotion lidami we learned to use and squeeze maximum efficiency out of all marketing tools. Actually, this is the agenda "LidFesta-2015."

Therefore, the conference is focused:

• entrepreneurs who understand that to build a business without the Internet today is almost impossible. They learn the basics of internet promotion, and will be able to monitor the contractors who are in the service station, alas, tend to inflate the estimate, if the client does not understand anything in this matter;
• promotion specialists who want to earn a decent lidah.

performances theme was chosen in such a way that both novices and pros alike were equally interesting.

- Speaking of speeches. You open the event report "5 fatal mistakes in the online promotion." As a spoiler tell us about at least one of them.

- The biggest mistake that often make big businessmen, goes something like this: "My clients do not sit on the Internet."

The truth is that any business can get customers from the internet.

There is no good or bad traffic sources - there is the inability to use them.

Through the Internet, you can reach any target audience - can attract customers in any business. The only question is whether it is ready for the business itself and what will be the model of promotion.

Another common mistake - concentrate on the traffic. In an effort to get more and more visitors you once you are rested at the ceiling. And the closer this bar, the harder and more expensive process of building an audience. My advice - focus on site conversion.

Increase conversion rate is two to three times a lot easier than to increase traffic to two or three times, but the effect is the same - two to three times more buyers.

- What other speakers speak at the conference?

- We have invited leaders in their fields, representatives of companies that have become synonymous with their niches: Mail.ru, FRII, CallBackHunter, JivoSite, LPGenerator and so on.

From Mail.ru will perform Sergei Kohichko from CallBackHunter - Ruslan Tutanashvili from JivoSite - Timur Valishev. The guys are all very interesting, they have something to tell you.

- Share - is one thing. But will any real cases?

Of course.

Conference task - to bring the maximum benefit to participants.

Use without real cases impossible. Therefore, of course, our speakers will share their experiences and participants will be able to ask questions.

- Why do you call this event the biggest in Russia?

- We have every right to be! :) The fact that we have done everything to everyone involved in the conference. Speakers will be performing in Moscow, but not everyone has the opportunity to come to the capital and listen to them. To solve this problem, we organize professional online translation: all event will be filmed with three cameras and broadcast in HD format with good sound.

- What kind of bonuses will be among those who took the trouble to come and to "LidFest" personally?

- Firstly, they will be able to ask questions to the speakers and to be photographed with them. Funny, but after the "LidFesta 2014" we conducted polls, and many noted that welcome the opportunity sfotkatsya with respectable people. :)

Secondly, and in my opinion, is the main bonus - came in person will be able to plunge into the atmosphere of the meeting. Between performances will be coffee breaks, and it is an excellent opportunity to meet with the speakers and other participants.

Similar events - a networking and effective business communication.

I believe my experience, the most interesting things happening behind the scenes. I always leave with such events with good acquaintances and even basting projects.

- Rustam, thank you for the interview! We hope to be able Festival.

- I'm sure of it! :) See you at "LidFest 2015»!