Mastering Inbound Lead Generation

James Dooley: Inbound lead generation — so I'm joined with Kasra, and today’s video is about what inbound lead generation actually is. Inbound lead generation is when somebody has gone out of their way and they are already in-market to purchase your product. It's the complete opposite of cold calling people asking if they want pet insurance or car insurance. A lot of the time when you do that, people get agitated and tell you to piss off. But with inbound, they're genuinely in-market. They've already searched, researched, and decided they’re ready to purchase double-glazing windows, a new conservatory or even researched cabinet designs and are now ready to get their kitchen done. Kasra Dash: Yeah, I mean, I think inbound marketing is the best form of lead generation. It's also known as pull marketing — you're pulling people into your brand or service. They’ve gone out of their way to search, find your brand, inquire, and look to get a quote. Compared to outbound strategies, inbound is by far the best type of lead generation model. So explain a bit about how Fat Rank does inbound lead generation. James Dooley: Yeah, so they do inbound lead generation in several ways. For example, Facebook ads — although people think it’s interruptive marketing, Meta’s targeting has become a lot smarter. If someone has searched on Google for double-glazing windows, the next time they open Facebook or Instagram, they'll see ads for double glazing. Then you’ve got PPC — Google Ads or Bing Ads. When someone searches, you're shown in the top positions, and you pay per click. You've also got SEO — ranking in the local map pack with reviews and citations, and ranking organically with strong content. One thing I’d say that massively impacts your inbound conversion rate is your online reputation. Touch on that. Kasra Dash: For sure. When someone is looking to inquire, they’ll 100% check your reputation online — reviews, testimonials, case studies. You’ve got to be omnipresent. Get your video testimonials, written reviews and case studies across as many places as possible. YouTube works well for that. And like you mentioned, the Google Business Profile — you need those five-star reviews. When a customer has a good experience, prompt them to leave a review. But over at Fat Rank, when it comes to inbound lead generation, expand on what the pay-on-performance model involves. James Dooley: So on the pay-for-performance lead generation model, you must have a good online reputation. We reject a lot of companies because they don’t even have branded emails or professional presentation. If you've got a branded email, a good quote template, a strong online reputation and plenty of five-star reviews, your chances of qualifying increase massively. And beyond that, we also offer the cost-per-lead model. Kasra Dash: Yeah — PPL (pay per lead). If you go to FatRank.com, fill in the form and see whether you qualify for the pay-on-performance model. Both models — pay on performance and pay per lead — are inbound lead generation. They come mainly through PPC and SEO. So fill in the form on FatRank.com, see if you qualify for the performance-based inbound lead generation. If not, don’t worry — you can still use the pay-per-lead inbound model.