I hope you’re having a wonderful Saturday!

Spring is finally starting to show up here in Michigan.

I’m gazing out at the sun rising and the birds gathering around the feeder outside my office window. I’m pretty excited that grilling after work, having an occasional cigar on the patio, and evenings by the firepit are now in my future.

(By the way, before I forget: Today is the last day to get your Mother’s Day game in order. Make sure you’re ready to celebrate those special women in your life tomorrow.)

Spring is also inspiring me to make a few changes and create some new beginnings in my professional endeavors.

There are a lot of things afoot around the Bill Rice brand. But, today I want to focus on an initiative I’m working on to consolidate, focus, and unlock a lot more value for you all - value that is currently siloed in this newsletter and a variety of courses on Gumroad.

Let’s jump into today’s brief topic and then at the end I share with you a cool new way to unlock everything that I create.

"What's your productivity stack?"

"What's your tech stack?"

"What's your writing stack?"

Taken from the IT world, the concept of the stack of tools and tactics that help you create a consistent and sustainable process is a great model.

Today, I’ll use this approach to demonstrate how I develop the consistent and predictable inbound web traffic (website visitors) I need to generate leads for my clients.

pile of books beside white printer paper and black ballpoint pen — Photo by Debby Hudson on Unsplash

My Traffic Stack for Lead Generation

This is the playbook that I use for every single client I work with.

These are the places I go and the content I use to generate audiences, visitors, and demand for my client’s products and services.

1. SEO & Content Marketing

Whenever I start working with a new client, I always start with Google Analytics and Search Console. Even the smallest sites often have a couple of niche keywords that are bringing them some traffic. In larger traffic, I often find random keywords, which creates inconsistent outcomes.

For these smaller sites, I’m looking in Google Analytics and Search Console to spot a few keywords I can leverage and build a larger foundation on.

For larger sites, I’m using Google Analytics and Search Console to revitalize that landscape with a little weed and feed. Killing off irrelevant keywords and traffic by unpublishing, redirecting, and reseeding with better (more relevant) content, keywords, and eventually traffic.

Once I have a solid plan on what I’m going to leverage in the existing website, then I dive into my SEO tools and build a long-term strategy to gain ground in the larger search marketplace that is Google.

2. Google Ads

Paid search traffic is my easy button.

It takes a reasonable budget, but it doesn’t have to be exorbitant. With a little as $5,000 per month, I can usually get a client going with 30-50 leads a month, even in the most competitive markets I work in, like mortgage and legal.

I always want to have Google Ads in my channel mix because I can buy into exactly the keywords I know will work and generate leads immediately - the moment I turn on the campaigns.

Getting those fresh leads on day 1 is super motivating to your marketing and sales teams.

3. Email Marketing

Email is my secret honey hole.

Like a good fishing spot, it is a place where you know there is always a pool of folks that have bitten in the past and are likely to be hungry for a fresh lure.

Most organizations and salespeople have a stash of old leads or emails. A simple "Just checking in..." email almost always generates a handful of fresh leads.

Then from there, we want to build three different types of email programs:

Sales automation for outreach and follow up to fresh inbound leads
Sales automation for outreach and follow up into your database of aged leads
Lead nurturing to stay top of mind and relevant, using content, for everyone in your database or CRM - new and old leads.

4. Social Media

Don't start here, unless you're an individual sales rep (if you are, definitely start here).

There is a subtle nuance here that is very important to be efficient with your lead generation time and resources.

If you’re an individual SDR or BDR, social media is an excellent place to show off your expertise and value proposition. Actively participate in the built-in communities and audiences that these platforms offer.

Consistent and frequent participation organically attracts a buying audience.

On the other hand, no one likes to engage with brands.

So, if you’re a brand use social media for brand awareness - top of funnel traffic. You will generate leads from these channels, especially if you use the ads component of the platforms. But, realize this traffic and leads will be much lower quality.

There is a reason it is cheaper - the outcomes are not as high intent.

5. Sales (SDR/BDR) Activity

Good salespeople create a lot of traffic as a result of outreach, referrals, and networking. Grab this free traffic and route it to them as personal leads.

To leverage this strategy, every salesperson in your organization should have a well-designed profile page that is optimized for SEO and conversion.

Stop letting searches for your salespeople’s names go to Linkedin, beat that search ranking with your own profile page, and bring that traffic to your website and that specific salesperson.

6. Offline Marketing

Finally, there is always a bunch of miscellaneous sales and marketing activities floating around inside of organizations - community outreach, billboards, conferences, and many more.

All of these activities and events create demand, especially online search demand, to learn more about your company. anything you do offline creates demand.

Give it a landing page, create a QR code, and grab the traffic and leads.

This is the stack and the order to build your digital marketing campaigns to generate consistent and predictable web traffic and lead in the fastest way possible.

Now for something entirely new…

Today, under my BR Strategic Advisory Group I am consolidating ALL of the premium content that I produce - courses, playbooks, webinars, sales scripts, email sequences, and more to come - into a single monthly membership of $7/month.

This is my way of making it easier for me to create and immediately publish it to you all without having to build out fancy landing pages on Gumroad and then promoting it out, hoping you see it, and then you trying to figure out if it’s worth $10, 25, 50, 100, 150, etc…

Now, if you are a paid subscriber to this newsletter, for $7/month, you will get:

All of my current Gumroad courses: https://app.gumroad.com/billriceconsulting
Access to an exclusive section in my personal Notion that will give you access to everything I have created and I’m currently creating, as I’m creating it
Access to my personal databases of sales scripts, email and text message campaigns, tools, and resources
Literally, my strategic sales and marketing operating system, as I’m using it and improving and optimizing it.

Finally, you get all of the cool things that are coming in the future:

More courses and playbooks
Slack community
Exclusive webinars and training sessions
Get early access as participating editors in upcoming books
And, who knows what else

If this sounds interesting, come behind the paywall and join the community.

👇

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My Lead Generation Traffic Stack (and a…

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