Standard Operating Procedure (SOP): Lead Generation for Archive Compass

Effective Date: [DATE]
Prepared by: [REPRESENTATIVE_NAME], [REPRESENTATIVE_TITLE]
Approved by: [REPRESENTATIVE_NAME], [REPRESENTATIVE_TITLE]

Purpose

This SOP outlines the processes and best practices for generating, qualifying, and nurturing leads specific to Archive Compass, a records and archive finder service. The goal is to create a consistent pipeline of high-quality leads through inbound and outbound channels, ensuring alignment with the niche's unique market dynamics and customer needs.

Scope

This SOP applies to all marketing, sales, and customer service teams involved in lead generation, qualification, and nurturing activities. It covers inbound and outbound lead generation strategies, lead scoring, CRM pipeline management, follow-up cadences, content marketing triggers, referral program structures, and reporting requirements.

Definitions

• Lead: A potential customer who has expressed interest in Archive Compass services (e.g., locating historical records, genealogy research).
• Inbound Lead: A lead generated through organic or paid marketing efforts (e.g., website inquiries, content downloads).
• Outbound Lead: A lead identified through proactive outreach efforts (e.g., cold emails, partnerships).
• CRM: Customer Relationship Management system used to track and manage leads (e.g., HubSpot, Salesforce).
• BANT: Budget, Authority, Need, Timeline — a lead qualification framework.
• Conversion: When a lead becomes a paying customer.

Responsibilities

Procedures

1. Inbound Lead Generation

Channels

1. Website Optimization
   - Ensure [WEBSITE_URL] has clear CTAs (e.g., "Request a Free Consultation" or "Find My Records").
   - Use landing pages for specific services (e.g., "Military Records Search" or "Family Tree Reconstruction").
   - Implement live chat tools (e.g., Intercom) to capture real-time inquiries.

2. Content Marketing
   - Publish blog posts, case studies, and guides targeting genealogy enthusiasts and researchers.
   - Example topics: "How to Find Your Ancestors in [STATE] Archives" or "Top 10 Genealogy Resources for Beginners."
   - Offer downloadable resources (e.g., "Genealogy Starter Kit") gated behind lead capture forms.

3. Search Engine Marketing (SEM)
   - Run Google Ads targeting keywords like "find historical records," "genealogy research services," and "archive search help."
   - Allocate a monthly budget of $2,000–$5,000 with a target Cost Per Lead (CPL) of $20–$50.

4. Social Media
   - Use Facebook and Instagram to promote success stories and testimonials.
   - Run lead generation ads targeting demographics aged 35–65 with interests in genealogy and history.

5. Email Marketing
   - Build an email list through gated content and website sign-ups.
   - Send monthly newsletters with tips, success stories, and promotions.

Tools

• Google Analytics for website tracking.
• SEMrush for keyword research.
• Mailchimp or ActiveCampaign for email campaigns.

2. Outbound Lead Generation

Channels

1. Cold Email Campaigns
   - Identify potential leads through genealogy forums, LinkedIn groups, and historical societies.
   - Use tools like Hunter.io to find email addresses.
   - Send personalized emails offering a free consultation or discounted first search.

2. Partnerships
   - Collaborate with genealogy societies, libraries, and historical organizations to cross-promote services.
   - Offer affiliate commissions of 10–15% for referrals.

3. Event Participation
   - Attend genealogy conferences and expos (e.g., RootsTech).
   - Collect leads through booth sign-ups or event-specific promotions.

Tools

• Apollo.io for prospecting and outreach.
• Calendly for scheduling consultations.

3. Lead Scoring and Qualification

Lead Scoring Criteria

Assign points to leads based on the following:
- Demographics: Age 35–65 (+10 points), interest in genealogy (+10 points).
- Engagement: Downloaded content (+5 points), attended a webinar (+10 points).
- Behavior: Visited pricing page (+15 points), requested a consultation (+20 points).

Leads with a score of 50+ are considered "Sales Qualified Leads" (SQLs).

Qualification Framework (Adapted BANT)

• Budget: Does the lead have a budget of $100–$500 for initial services?
• Authority: Is the lead the decision-maker or influencer?
• Need: Does the lead have a specific record or archive they need help locating?
• Timeline: Is the lead looking to start within the next 30 days?

4. CRM Pipeline Stages

1. New Lead: Initial inquiry or contact.
2. Engaged Lead: Responded to outreach or downloaded content.
3. Qualified Lead: Meets scoring and BANT criteria.
4. Proposal Sent: Received a service proposal or quote.
5. Closed-Won: Converted to a paying customer.
6. Closed-Lost: Did not convert; reasons documented.

5. Follow-Up Cadences

Inbound Leads

• Day 1: Immediate email acknowledgment and follow-up call.
• Day 3: Second email with additional resources.
• Day 7: Final follow-up email offering a consultation.

Outbound Leads

• Day 1: Initial cold email.
• Day 3: Follow-up email with a case study.
• Day 7: Final email offering a free consultation.

6. Content Marketing Triggers

• Publish new blog posts every two weeks.
• Release a case study or success story monthly.
• Host a webinar quarterly on topics like "How to Navigate [STATE] Archives."

7. Referral Program Structure

• Offer existing customers a $50 discount or gift card for every successful referral.
• Provide partners (e.g., genealogy societies) with a 10–15% commission on referred sales.
• Track referrals through unique codes or links in the CRM.

8. Conversion Benchmarks

• Website Conversion Rate: 3–5% of visitors should become leads.
• Lead-to-SQL Conversion Rate: 20–30%.
• SQL-to-Customer Conversion Rate: 10–15%.
• Referral Conversion Rate: 20%.

9. Reporting Cadence

• Weekly: Marketing team reviews lead volume and CPL.
• Monthly: Sales team reviews SQL-to-customer conversion rates.
• Quarterly: Leadership reviews overall lead generation ROI and adjusts strategies.

Escalation Paths

• Marketing Issues: Escalate to [MARKETING_MANAGER_NAME].
• CRM/Data Issues: Escalate to [CRM_ADMIN_NAME].
• Sales Issues: Escalate to [SALES_MANAGER_NAME].

Review Schedule

This SOP will be reviewed quarterly by the Marketing and Sales teams to ensure alignment with business goals and market trends.

End of Document