Goodbye 2018, It's Been a Blast! Hello 2019, We're Happy to Have You

It's only a few hours until the New Year hits - can you cope?!

As 2018 draws to a close, I'm taking a step back to reflect on 2018 and what an amazing year it's been for Goodman Lantern.

This year was all about growth. We grew our product, we grew our team, we grew our customer base. What more could you ask for?

happy new year gopinleads

I learned a lot this year - about myself and about how to grow a digital business. That's the great thing about working in this sphere. Everything is constantly changing. It's an ever-evolving industry. There's always something new to learn, some new nugget of knowledge to grab hold of, some new avenue to explore.

That's what I love about my job. There's always a new challenge knocking at my door.

Above all, I learnt that I'm resilient. My team and I keep working until we've perfected our product. We take it step by step until we're completely satisfied.

I'm immensely grateful for the people I work with, they're motivated to always keep going. They're as passionate about taking GoPinLeads from strength to strength as I am. That's a rare find in a team.

I'm equally grateful not only for the customer base we've built up around GoPinLeads, but also the thriving community we've established alongside it.

There's a constant conversation going on in our social media groups and in our inboxes - a feedback loop that makes this whole thing even more amazing. I love hearing what our customers think of the current tool and what they're hoping for in future updates. It's a great joy to discover, straight from the users themselves, how they're experiencing GoPinLeads and how they think it can be improved.

I mean, that's why I started this whole thing in the first place. I wanted to solve a problem.

I struggled with lead generation myself. It was a never-ending pain in the neck.

Manual searches took forever. Bought lists were totally useless. It felt like I was stuck in a cycle of frustration. It made sales and marketing so much more difficult.

I knew that I wasn't alone in this. I had clients who struggled with the same thing. While I did my best to get my research team on the job, the process was painstaking and it used up valuable resources.

Four years ago, I realised that it was time to shift focus. Instead of manually searching for everything, I wanted to give my customers a solution they could truly rely on. That's where the idea for GoPinLeads was born.

I had an idea. I knew it could work. I chose to run with it. And look where we are now!

It hasn’t been smooth sailing all the way. We faced our fair share of struggles.

When I first launched GoPinLeads, I was told by a customer that the tool was a bust. It would never go anywhere.

That very first rejection still fuels me to this day.

My competitors dangled their huge customer base in my face. They flashed their hefty price tags, trying to get me to believe I could never swim with the big fish.

That taunting still keeps me going.

I don’t overcharge customers for this product. I’m here to solve a problem. You can’t solve a problem by charging an arm and a leg for the solution.

GoPinLeads is looking awesome right now. There are so many great features to the tool that keeps customers coming back for more.

In 2019, it’s only getting better!

We have a few tricks up our sleeve at HQ. It’s going to be a wild ride this year but we’re determined to rock the boat.

Here’s to a prosperous new year for the entire GPL family - users and backend team alike.

At this very second I’m toasting to 12 months of opportunities.

Let’s do this!

Awesome Content That'll Generate a Bucket Load of Leads... Part 2

In the previous post, we touched on the the three big kahunas in the content kingdom:

  1. Blogs

  2. Podcasts

  3. Educational/Instructional Videos

If you can harness the power of all three of these, good for you.

If you can only manage 1 or two, and do them frequently, you’ll be a-okay.

That’s not all there is to it. There are some other fantastic content ideas you can focus on that’ll generate mega traffic. All you really need to do is make the right decisions.

awesome content ideas part 2

Wrap Your Head Around Creating Some Books and eBooks

Now, we’re not suggesting that you release a new book every month.

In fact, we’re not even suggesting that you release a new book every quarter.

You might get away with one every couple of years.

Just consider getting one out there. Maybe two. For now.

Books and eBooks keep your current audience topped off with fresh content. They also leverage your lead generation power on startup-focused sites, like ProductHunt. Seriously, enough upvotes will keep you going for a long time.

Launch your books on external communities where your audiences spend their time online.

Use them for lead generation throughout your blog. Wherever you can, include regular calls-to-action, asking readers to go and download your book, especially in high-trafficked blog posts.

Finding the Time to Write a Book

When you reached this section in our blog post, your first instinct was probably to wave it away. After all, you don’t have the time for all that writing, anyway.

First, consider which blog posts have had the biggest impact on your audience. Or, consider which topic has the greatest demand.

Next, go through your existing blog posts on the topic and organize them into a simple Google Doc. Check to see if you have any information gaps. At the same time, check for redundancy issues and remove any duplicate content within this draft of your new book.

Once you’re sure that you’ve covered all the points you need to, do a thorough edit of your extremely long doc. Primp and fluff where necessary, make sure there are no grammar issues or typos, and slap in a table of content.

If your text passes the QC, design a simple (yet eye-catching cover) on a tool like Canva.

Boom, you’re done.

Templates are the Bomb Diggety

Seriously.

Don’t underestimate the power of a cut-and-paste template.

People generally don’t have the time to waffle on for hours, creating their own emails, worksheets, datasheets, questionnaires, social media posts, and so on.

Especially when it comes to learning a new business writing skill, people want as much guidance as possible. They want to know that they have a good starting point without having to worry about setting everything up themselves.

Our cold email templates, for example, have helped hundreds of customers set up successful email campaigns. Our customers love ‘em and we love handing them out.

It’s all about having the smarts to develop a useful document that is straightforward, easy to use, and involves nothing more than a quick copy-paste with adjusting of minimal content.

Start Curating a Few Online Courses

Online learning is booming right now.

People hanker after knowledge like never before. Everyone wants to develop new skillsets. Very few people want (or can afford) to pay for the extra tuition fees.

There’s a distinct need for quality instruction on a wide range of business and tech-related subjects.

Just take a quick look through any online learning portal and you’ll see topics that range from something like email writing all the way through to in-depth online marketing courses. You’ll even come across stuff like speech writing and delivery, impromptu speaking, how to run a successful webinar, and so much more.

You’re guaranteed to have at least one “marketable” skill that you could develop a course on. Take some time to mull it over and then get started.

You don’t even have to go through the schlep of designing the coursework. A ton of online teaching platforms are ready and waiting for you. With an easy setup and hosting process, and step-by-step course instruction forms, you’ll be ready to start spreading valuable knowledge in no time at all.

Most of these teaching platforms are completely template-based, making the setup process that much easier.

Coming to Terms with Topic Selection

You probably have a rough idea of what your audience might be looking for.

If this isn’t the case, you simply need to get to know your audience.

If you work in the digital marketing agency sphere, you probably want to look at subjects that your customers find particularly challenging. They could be tasks that are extremely easy for you, but that anyone without your expertise would struggle with. Consider things like:

  • How to create Facebook ad campaigns that really work.

  • How to promote blog content effectively.

  • How to become a contributor on reputable sites, like Forbes.

  • How to build relationships pitch content ideas to editors.

As long as you come up with ideas that will actively solve a problem your audience needs to solve, you’ll have enough ammunition for an extremely popular online course.

Make sure you give them enough of a foundation to get started with the work themselves but make it clear that you’ll be right there if they decide that the burden is too much to bear.

Your courses need to show that you’re the ultimate benevolent teacher. You should always be happy to share your valuable knowledge with no strings attached.

Often, you’ll find that people will give things a bash but end up discovering that they simply don’t have the time to add anything else to an already lengthy to-do list.

We’ve got one more blog post in this series coming up, so stick around for another set of fantastic content ideas for your lead generation tactics.

Awesome Content That'll Generate a Bucket Load of Leads... Part 1

It’s getting close to the end of the year - you can literally see the New Year poking its head over the horizon.

Ten to one, it’s been a long year of running in the hamster wheel, racking your brain for more and more content ideas in the hopes of generating some viable leads.

At this point, you’re probably tired of trying to come up with ideas. It’s been 12 long months of this, so you need a break.

You might want to get a jump on this kind of thing in January though. Probably.

So, to give you a solid foundation when the new year rolls around, here are some fabulous content ideas for your upcoming lead generation efforts.

awesome content ideas.png

Get Your Blogs in Gear

Here’s a fun fact: your blog is the backbone of your content strategy.

That’s it. The ultimate truth.

You don’t need to be an absolute master of content to get your strategy in order. You just need to be dedicated.

Now, you could spend hundreds of hours pouring your heart and soul into 5000-word how-to guides, detailed studies, and lengthy pieces of hyper-researched content. You could join the 9% of B2B marketers who claim to have had success with novel-length blog posts.

Or, you could smarten things up a bit.

Frankly, your major success with written content lies more in your promotion of it than the actual writing process. If none of your content is seen by prospects, how can you expect to achieve anything?

Iron Out the Primary Goal of Your Content

Your content marketing strategy should revolve around building relationships. Furthermore, you need to forge those relationships with the right kind of people. If you’re trying to sell software solutions, you shouldn’t be hooking the local ice cream truck. That goes without saying.

The best advice we can give you, is to take a rather long pause before sitting down to write anything. Determine what your motivations are before your fingers hit the keyboard.

Too many people assume that they can start writing and adjust their content afterwards. That’s simply not how it works.

Answer important questions like:

  • Which problems can we solve for potential customers through free content?

  • How can we out-teach our competitors?

  • Where do our target consume most of their information online? Blogs? LinkedIn groups? Quora?

  • Would we rather have 50 readers that are all in our target market, or 500 total readers and only a few true customers in the audience? 

  • Do we have the core competencies to produce high-quality content? If not, how can we attract and leverage the right people? 

Bottom line: if you don’t actually care about helping your customers solve a problem in their business, your content is going to be crap.

Transactional content WILL NOT SELL. Don’t use your blog as a platform to beg for purchases. It’s beneath you.

Be a teacher.

Promoting Your Content

Your content needs to be discoverable in order for it to make an impact. That much is obvious.

You need to be sure that you create content that is intentionally designed to rank well on search engines; the kind of stuff your clients will actually be looking for.

Here’s a word of warning:
Climbing to the top of the rankings takes time. It’s a rocky journey that not everyone is willing to undertake. But if you decide to take this path, you’ll reap the rewards. Evergreen content rakes in traffic for years to come.

To get your content to climb to the top of search rankings you need to focus on a combination of factors:

  • An accumulation of backlinks from high domain-authority websites 

  • Guest posting slots

  • Syndication partnerships

  • Social shares on all the major networks

While you wait for you footprint to grow organically, you should also consider:

  • Engaging in online communities where your target customers spend time

  • Recording simple videos to post on YouTube

  • Leveraging your connections to amplify social sharing


You need to hustle to get your content noticed. It takes time, it takes effort but it’s definitely worth your while.

Work on Some Audio Content

The popularity of audio content is on the rise. Podcasts are a great favourite among business people the world over. Any people, really.

It’s not particularly difficult to begin releasing a few episodes of your own show. Just focus on the type of content you already have on your blog. Focus on building an audience and helping that audience solve their problems.

Here’s the thing: people aren’t going to have the time to read your blog as and when a new post comes out. They might pop in occasionally, but they’re not going to have the time or focus to do so religiously.

Podcasts allow you to connect with your audience on a deeper level. You’ll be in their ears (and mind) while they’re at the gym, taking a lunch break, or commuting to and from work. It’s a clever way to forge a much stronger connection than through simply reading some carefully curated instructions on your blog.

Audio closes the communication gap more than you could possibly imagine.

Make Some Useful Videos

A large chunk of the population is more visual when it comes to communication.

Video, if you have the time to invest in it, is a great way to improve your outreach.

Educational or instructional videos are a fantastic way to hook an audience, and can be used to bolster existing written content (or to build a whole new selection of blogs, if need be).

You’ll probably find that the writers on your marketing team are incredibly grateful when a video heads their way. They can easily transcribe the core principles a takeaways in your video into a comprehensive written post that can be published in tandem with the video wherever you choose.

Another benefit you’ll get from creating videos, is the traffic you’ll generate from uploading them to YouTube. If you upload new videos frequently enough (and ensure that the content is actually helpful) you could get thousands of views without a single paid ad.

Again, it’s all about consistency and sticking to your guns.

These three types of content should be the foundation of your marketing and lead generation strategies. If you can only manage 1 or 2 of them, don’t fret. As long as you do SOMETHING consistently and frequently, you have a fantastic starting point.

Stick around for our next installment of this series, where we mention a few of the lesser-known content types that will help set your marketing team up for success.

The New GoPinLeads is Here! Let's Get Ready to Rumble

It’s been 4 years of round-the-clock, hard work, blood sweat and tears.

But mostly it’s been about passion!

We’ve been hard at work to deliver you a whole new version of GoPinLeads.

It’s everything you know and love - just better. Way better.

What we have on our hands now - and what you’ll have in your hands shortly - is a more accurate, more user-friendly, totally clear and transparent new version of the tool.

Basically, it’s bad ass.

gopinleads new version december 2018

This fine-tuned version of GoPinLeads has been a long time coming.

I’m finally at my goal of delivering a tool that cuts down hundreds of manual search hours into just a few seconds.

This is what I set out to do: solve that major pain point all sales people have.

Frankly, this was my pain point too!

GoPinLeads is my solution to taking over 220 flights a year, putting my health, sanity, and family life at risk. It’s the Golden Chalice at the end of a long, hard road.

So, what can you expect in the new version of GoPinLeads?

This major upgrade ensures that you get to keep all the features you know and love… plus some nifty new improvements:

  • Improved accuracy and level of detail

  • Dedicated dashboard with your account details

  • Report history to keep track of all your past searches

  • Improved flexibility - choose to receive email addresses only or access all contact details in your search

  • Ability to change the email address to which your reports are sent

All of these features are packaged into a beautiful new interface. We’ve streamlined everything for an enhanced user experience.

There are a few other changes we are implementing too:

  • The tool will not be available on mobile - we've packed so much awesome stuff into the new GoPinLeads that only a bigger screen will suffice ;)

  • The extension for Google Search will be no longer be available.

  • Only upgraded users will be able to download their spreadsheets in Excel format.

Any changes we make are in the name of progress.

This update isn’t all that’s on the cards! There are so many other exciting things in store.

(Here’s a secret that nobody knows: we’re expanding GoPinLeads to include a whole bundle of additional tools… the kind that will transform your sales outreach into a force to be reckoned with!)

Our current users will all receive a pain-free update at no extra cost! It’s all about quality, baby!

We’re also offering a super special value deal for the first 30 users who sign up. Why suffer with FOMO when you could get 65% off our yearly plan?

Click here to get in on the ground floor of this early bird offer.

Guess What? You Need a Content Strategy

How’s your content marketing panning out for you?

Do you have a strategy in place, or are you just flinging your stuff into the ether and hoping it’ll make an impact?

Too many people think that a blog post here or there will cut it. Maybe they’ll lengthen their posts a little to stretch beyond the 500-word mark. Maybe they’ll start sharing to their Facebook page a little more often (let’s say twice a week instead of once in a Blue Moon)

Here’s what you should know:

Your content is probably fine. It’s your strategy that bites the big one.

content strategy gopinleads

Here’s are some fun facts for you:

  • 62% of the most successful content marketers have a documented strategy vs. 16% of the least successful.

  • 72% of content marketers who increased their level of success over the past year credit their strategy as a major contributor.

How much more convincing do you really need?

A solid content marketing strategy can offer you insights into making smarter, more successful tactical decisions. There’s nothing that brightens up a content marketers day quite like the ability to plan, manage, and execute the right steps every day.

How Do You Set Up Your Content Marketing Strategy?

It’s up to you to define what your core business and customer needs are. Your content strategy should address these needs.

Answering a few key questions will help to set you on the right path:

  • What is your purpose? 
    You need to figure out why your content exists and what you hope your audience will do once they’ve taken a peek at it. Their actions should always provide some value for your business, so make sure you align your expectations accordingly.

  • Can you define our audience persona and buyer journey? 
    Which one audience will benefit the most from your content? You need to figure out what their current user state is and how their personal needs and goals could evolve in the near future.

  • What is your unique editorial mission? 
    Take a step back and look at your brand’s unique perspectives. You need to discover what differentiates your approach from that of your competitors. Find your voice.

How to Define Your Purpose

Simply put, you need to know what you’re going to achieve with your content. Different types of content are suited to different things. You need to figure out where you’re going in order to discover the best way to get there.

Here are some key things your business could be struggling with:

  • Brand awareness: 
    Are you trying to drum up awareness of your service/product to penetrate a new market? Or are you aiming to launch a new product or compete with a market leading competitor?

  • Audience engagement: 
    Are you trying to set yourself up as a thought leader or reliable source of information? Do you need to find influencers (or micro-influencers) to spread the word about your brand?

  • Website traffic: 
    Are you dealing with a high bounce rate? Do visitors to your website just not stick around? Do you need content that will push them to the CTA you’re hoping for?

  • Lead generation/nurturing: 
    Do you need help qualifying your leads? Are you struggling to get your current leads to move down your sales funnel?

  • Increasing your marketing ROI: 
    Are your marketing costs too high with no decent results for your efforts? Are you trying to find ways to open up new revenue streams or increase your current sales targets?

  • Customer retention and loyalty: 
    Is your churn rate way too high? Do you need to find better ways to get your customers to stick around? Are you struggling to find a way to upsell your services to existing low spenders?

How to Set Realistic Goals

Once you’ve ironed out the purpose of your content, you can start looking at setting yourself some realistic goals:

  • Sales goals 
    Develop mixed media content that will support specific marketing campaigns or sales-driven goals

  • Cost-savings goals 
    Create content that will increase the cost efficiency of your marketing activities across the board.

  • Business growth goals 
    Develop content that helps in generating new revenue streams or creating new product lines.

How to Identify and Understand Your Target Audience

While every business hopes its content has universal appeal, content marketing typically works best when it is targeted to serve one audience above all others. When you publish broad-reaching content that aims to be all things to all people, it never gets specific enough to provide much value to anybody.

Tackle Instagram Without Visual Content - Yes, It's Possible

By now you already know that Instagram is rapidly becoming the most popular content marketing tool for many B2B firms.

You probably also know that compelling content is what drives this particular bus.

So, what do you do if your business lacks compelling visual content in general?

It’s really all about following a few key tips and using what you have.

Using Email Marketing to Grow Your Digital Agency

As a web designer, web developer, or digital marketing pro, you probably offer your clients email marketing setup as a service.

Why avoid it when dealing with your own sales process?

Email marketing is a fantastic tool for any digital agency - it’s time to start practicing what you preach.