Our consultancy is averaging $ 60k profit per month right now since COVID began – all without spending a dollar on ads. We’ve mapped out exact client acquisition process for you, including every lead generation channel we use + cost per lead per channel + lead volume per channel
Along the way, we experimented with a dozen different client acquisition strategies. Some worked great, some were a total waste of money, and some in-between.
I figure I’d write out my own experiences so that anyone here who is building somewhat of a similar business can avoid mistakes that we’ve made.
Important Note: We sell a high-ticket offer that ranges between $ 1k to $ 5k depending on the tier. The strategies I mention here are MUCH more suited if you’re in this ballpark as well. If you’re lower-ticket than this, there are probably other approaches that would work better.
Top Performing Channel: Facebook Organic
Organic Facebook lead generation has been our top performing channel. It makes up roughly 60% of our total lead flow.
The process has a few steps.
First, we optimized Facebook profile and aesthetic to clearly articulate the story and value prop. This means a total upgrade to your pictures and content on your wall, plus appropriate links to your external site and content.
Then, you joined Facebook groups that specifically had an audience similar to your ideal client profile. Facebook now has groups for almost every topic/theme out there on the market, even B2B groups. It’s a big misconception that Facebook is only B2C. We are entirely B2B and Facebook is our biggest money maker.
Once we were in these groups, the mission was to share QUALITY educational content. But just as importantly, NON-PROMOTION oriented content. The purpose here is NOT to sell yourself or your services. It’s purely to help that community with your knowledge.
We did this across 30+ groups consistently, every week. This led to a massive number of people DMing us, sending us friend requests, and engaging in the comments below.
This is how leads enter our funnel. From there, we can have a quick convo in the DM’s and soon after, move to either phone call and discovery/demo.
We are now getting those people inside our group, so it becomes fairly easy to get someone to also opt-in to a call because we’re constantly sharing even more helpful content, providing links to webinars, hosting giveaways, and running the community.
This strategy give us around 15 to 20 high-quality leads per week.
Our primary spend here are the few tools that we use to manage our content posting and Facebook group. Each month, these tools cost around $ 40.
We also have an assistant who manages a lot of the actual content sharing and DM conversations for us, and we pay them a few hundred per month.
Overall, our CPL here is around $ 5. Primarily, the expense is that it takes time to write great content and then managing follow up conversations.
Second Best Performing Channel: Linkedin Organic
Linkedin generates around 30% of our total lead flow.
Like Facebook, the first step is to optimize the Linkedin profile so that it resembles a sales/landing page rather than just a janky online resume..
But the cool difference between Linkedin and Facebook is that it’s way easier to proactively find your ideal customers on Linkedin.
The way we do this is we have subscriptions to both Apollo and Sales Navigator. Both tools help us utilize highly specific search criteria (company size, employee count, industry, job title, seniority, funding, miscellaneous keywords etc) so we can locate our exact decision makers.
Once we have a list of a few thousand quality contacts, we import it into our Linkedin automation tool. This enables us to connect with 75 new people on Linkedin every single day, using a multi-step campaign. Volume matters, after all, outreach is still a numbers game.
However, the important thing to know about Linkedin outreach copy is that it shouldn’t be overly salesy. Linkedin as a channel is great for outreach because it isn’t super saturated, but people there REALLY HATE getting pitched.
Instead, keep things conversational, friendly, and more dialogue oriented. Instead of setting your automation up so it’s pich after pitch after pitch, set it up so it’s curiosity and question driven. Aim to start a dialogue, and once the prospect replies, manually carry the conversation through to a point where it’s logical to suggest a meeting.
Good metrics to aim for is a 35% and up acceptance rate, 10% reply rate, and 5% meeting booking rate. Our best campaign has actually been 45%, 16%, and 10% respectively (on those above KPIs).
However, Linkedin doesn’t just end at outbound messaging.
Just like Facebook, it has an inbound, content-driven element as well.
In fact, it’s EASIER for your content to go viral organically on Linkedin, than on almost any other social media platform.
This is because Linkedin is still in its infancy when it comes to content sharing. Most people don’t do it. As well, Linkedin hasn’t really turned into a pay-to-play model yet, meaning you don’t have to spend money on ads in order to get eyeballs (Facebook and IG have already evolved into a heavily pay-to-play model).
So when you share epic content on Linkedin, share consistently at 3 to 4 times a week, and utilize some nifty behind-the-scenes Linkedin growth hacks to spike your content engagement (ie. capitalizing on the 1-hour algorithm spike, collaborating with other well-known influencers to borrow their reach, and many other hacks), you can actually have your content reach TENS OF THOUSANDS of people completely free.
This type of reach is really hard to get on Facebook, Instagram, and most other channels.
And by getting this reach, you’ll see your own follower count and inbound DM’s spike.
Linkedin generates us 7 to 12 high-quality sales demos per week.
Primary expense here are the two tools we use for Linkedin automation and list-building. Collectively, they cost around $ 150.
We also have our assistant helping here as well to handle the DMs and content engagement.
CPL for this channel is around $ 8. There is a time expense however when it comes to building lists and content creation. However, it’s not that significant.
Supplemental Channel: Referrals & Partnerships
Referrals and Partnerships make up 5% of our lead flow.
This is quite straightforward.
If you do good work for your customers, they’ll refer you to friends.
And sometimes, you can even incentivize your clients to make referrals to you by giving them a 10% finders fee.
Just make sure you only bring it up if that particular client enjoyed the experience with you. It’s pretty awkward to ask for referrals from a customer that didn’t see value from your services.
Just like podcasting, this has been a pretty passive strategy for us. We don’t proactively go and find referral partners. Usually, we just stumble on them at networking events, or during my outreach, or we’ll even get hit up by people wanting to collaborate.
However, if you want this to be a cornerstone strategy, you can proactively build a list of dream partners, and outreach to them explaining how a partnership can be mutually beneficial.
We usually give a 20% referral fee to dedicated referral partners to incentivize them.
We typically get 1 to 2 demos a week from referrals and partnerships.
The expense here is that we give 10% to 20% of closed revenue to the referral partner. However, it’s purely variable, so we can accept that.
It's critical to NEVER try to implement multiple new strategies simultaneously.
It's hard to make any new channel to work. You have to set it up, measure, iterate, etc…
We always try to crack the code on one channel first, and make it highly profitable and mostly automated before I move on to adding another channel.
Otherwise, you'll have multiple underperforming channels that you never truly get to work.
To Wrap It Up
We’ve tried over a dozen channels since we began our consultancy. These worked the best, bar none.
If you’re selling high-ticket and want to have absurdly high margins, these organic methods can be game-changing.
Try them out, and let me know how they go! If you have questions or thoughts, just leave them in the comments. I’m always open to networking and meeting you all. Cheers!