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Zero-Budget Lead Generation with Lisa Gale

by | Jun 5, 2019 | Dreamchasers, Latest

Note: After launching this episode, I renamed the show from ‘Live-ing the Dream’ to ‘Dreamchasers’. 

Dreamchasers:The interview series for people who want human marketing on a zero budget. Listen in for tips and insights, for 15 minutes a week. It’s the dreamers who make the future. Chase yours.

Episode 1: Shownotes, Summary, Slides, & Snippet!

Lisa Gale

In the first episode Live-ing the Dream, Lisa joined us fresh from her camping trip with 5 kids. And still working.

Today, she runs a web design and marketing agency, when she’s not cooking organic dinners and running food clubs out of her kitchen to give Whole Foods a run for its money.

Lisa’s Story

  • As a digital marketer, sites like Fiverr are the competition.
  • o begin, she literally walked around and met people she knew locally. Her corporate background and personal connection was a strong ‘in’.
  • Growing beyond her locale, she joined a 30 day challenge and met her first 4 clients.
  • The confidence of knowing that she was giving the right audience exactly what they wanted kickstarted her new career.

Our discussion focused on consultants or small businesses who have no budget for advertizing and are working remotely or online.

Check out these slides with the key takeaways! 

Facebook for lead generation

Facebook ads used to be ‘cheap’, after you burned through funds learning the right audience. Minimum adspend is about $1000 a month – if you have a good audience. Cold audiences are a slower build.

Facebook groups: add value, ask questions, help out.

Network with people. Find where they are. Connect with other service professionals in an authentic way.

Everyone’s into automation. It’s dead. Dead. Personalize things.


There’s a difference between marketing and sales. Content without an audience doesn’t work.

The best time to start marketing is 6 months ago. Show up, don’t pitch, don’t sell, just make friends. 6 months later, you will have built up trust. People need to know you’re not a hit-&-run.


 You can’t outsource value. If you don’t start participating into your company marketing, you won’t see the return. You can’t outsource marketing. You can outsource ads.

People think that they can switch on their marketing and everything will work. It won’t.


Ads are all about borrowing trust, whether in a magazine or through an influencer. They’ve created an environment of trust to gather attention. You’re tapping into that.

If you don’t have that trust in your brand, you’re borrowing someone else’s.

You could pay a marketer $100 or $1000 a month. But you’re not going to see real success unless the marketer understands your industry.

Your marketing must come from a personal understanding of your clientele. Maintain communication with them, to keep learning and hearing from them.

Lead Generator

People don’t usually remember the searches that brought them to your website. You have to build a know-like-and-trust factor. Put a lead generator so that you can stay in touch. Just don’t sell ‘your newsletter’.

Trust in business

The bottom and top of the business food chain works the same way; they get to know who you are as a person. Business is based on trust. “I’m making a massive investment in you, relative to the situation.”

Businesses in the middle think they can get away without the personal connect, and automate trust.

How to do it in the short term

Many don’t have the lead time to engage and network, and have pressure to may payroll. Doing both is best.

  • Invest in Facebook ads; if you have leads, and you know that they could turn into buyers, that’s a safe bet. LinkedIn ads are far to expensive at this point.
  • Make sure that you email them, and send ads so that you’re before them consistently.
  • Put a lead magnet on your website; simplest is to offer a free consult. Note their questions, put it in a format that can be consumed, and publish it.
  • Facebook groups: connect with people, talk to them, find where your ideal buyer lives, get on podcasts.
  • Referrals: ask existing or past clients for referrals. Take people out to lunch or coffee.
  • Reviews: you need a way for people to leave good feedback, before the bad feedback comes in. People who have bad experiences are usually angry, and that gives them the energy to leave a bad review. You need the honest, helpful, and positive reviews to inspire new business.

 Tip: When to ask for a review?

Andrew Davis talks about the ‘Honeymoon moment’ with his series Loyalty Loop. You want those, delighted, emotionally-rich reviews given in the moment before the glow fades from the great experience.

    When you provide a consistent service

    If you provide a consistent service, it can be hard to find the sweet spot for a review. Sometimes 3 months in is a good time. When you can sense that they’ve experienced a great moment, ask them then. Consider following up regularly, every six months – a handy way to get more reviews from the same satisfied clients.

    Ask for feedback, and publicly highlight how you’re making changes to build confidence.

    #1 tip to get people in the pipeline:

    If you don’t have a budget, and you work remotely,

    • Clarity: Get clear about who you’re helping, what makes them tick, and what their business goals are.
    • Engagement: Start to send tailored inbox messages. Comment on their posts, read their articles, and cultivate an attitude of giving.
    • Authenticity: If you’re starting to build your list, you’ll see that people will notice your authenticity.

    LinkedIn Messaging Suspicion/Tip

    Messaging people is the strongest point of connection. Do it well, build that relationship, and you’ll likely see more of each other’s content in the feeds.

    Linkedin seems to prioritize our relationships so that we keep seeing each other’s content.

    Got a question?

     Leave your comment below, and your question could make our next episode!

    Or we’ll just have a great conversation. 🙂

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    So what do you think? Leave a comment.

    PS: Who’s one person you know would like to read this post? Can you share it with them? Thanks!

    Dominic de Souza is a novelist-turned-marketer. He believes that passionate small businesses should stop with ads and funnels, and get back to the human roots of business: clarity, excellent service, and building a community. Everything you’re already good at.  Meet Dominic →

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