What is Small Business Lead Generation?
- Customers may not be ready to make a decision when they first come across your business, but Lead generation strategies helps to nurture relationships that aids search for information and encourages customers to find out about your business services.
- Lead Generation is the system by which small business can adapt to attract new clients and grow the bottom line.
- Internet marketing strategies like search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing are a great way to reach potential customers online. But while you have the potential to reach more clients than you ever thought possible online, not all web searchers are going to be interested in your products or services.
- Lead generation helps to narrow down pool of potential clients to ensure that you’re spending your time and money on marketing strategies that attract qualified leads—people who are interested in what your small business has to offer.
- Without digital lead generation, you could waste time and money attracting leads that won’t help you reach your goals.
How can small businesses generate more leads?
Lead generation is important. But you’re probably wondering what specific actions you can take to generate leads for your small business.
Below are some lead generation strategies that can help your small business attract more customers.
1. Use Basic SEO Tools
- Claim your free Google My Business directory listing and optimize it.
- Perform basic search engine optimization (SEO) across your website’s pages with descriptive title tags.
- Optimize each page with a compelling meta description to inspire click- through from search engine results.
- Claim local business listings on online business directories, such as Yelp, Merchant Circle, Citysearch, and other local directories.
- Encourage customers to post reviews about your business. When asked, the majority of satisfied customers do oblige.
2. Publish a blog
- A blog can feature articles, videos, podcasts, infographics, galleries, or any combination. Create content that provides the answers to the questions customers search for.
- Learn and apply the SEO techniques that will improve search rankings.
3. Get active on social media
- Identify the social media channels your customers prefer.
- Share content — be it homemade or curated — as often as possible on your profiles.
- Promote your social media channels everywhere possible.
- Interact with prospects in an informative and helpful manner.
- Follow influential people in your industry and try to build mutually beneficial relationships.
4.Guest post on relevant websites
- Offer your expertise, for free, to online publishers in the form of guest posts.
- Where possible, include links in your articles to useful resources on your website.
- Also apply this strategy to local print publications, remembering to include a mention of your website.
5. Run paid search ads
- Explore the many advertising options offered by Google Ads.
- Refine your tactics to reduce pay-per-click costs and improve ROI.
- Consider Microsoft advertising, which runs on Bing and Yahoo! Search.
6. Run social media ads
- Facebook advertising is easy, often effective and offers a very low cost for entry. You can get started for INR. 25 per day.
- Instagram, Twitter, LinkedIn, Pinterest, and YouTube all offer online advertising programs you can experiment with to generate leads.
7. Run events
- Host webinars.
- Speak at conferences and local events.
- Participate in expos and give attendees a reason to engage.
- Use social media to create live streams and other types of events.
8. Use email marketing
- Traffic you generate with email marketing comes with a caveat: it’s bound for people that have already been there and opted-into your list (unless you built an email list offline). You can capitalize on email and generate traffic to your website by giving subscribers strong reasons to return.
- Send newsletters and meaningful emails that inform recipients of helpful content you’ve published on your site.
9. Do more of what’s working
- Setup a Google Analytics account and gather data from it regularly. Your goal is to identify who visits, where they came from, what pages they consume and how they behave.
- Use this information to inform your promotional and content strategies.
- Do more of what’s driving traffic and less of what isn’t. Of course, you’ll also want to factor-in what drives conversion… And so, we move on to part two.
10. Build a referral network
- Identify practical marketing projects (like co-hosted events, co-created content or social media partnerships) that justify reaching out to experts to make connections, build relationships and create content.
- Consider projects based on interviews, case studies and various types of collaboration.
- Invite respected authorities to guest blog on your website.
- Rather than ask for reciprocation, simply support your supporters.
11. Run native advertising
- Your online advertising options expand beyond the top search and social channels with native advertising and include millions of publishers.
- Learn how to run programmatic ads on discovery networks such as Taboola. Check out how Flare Audio launched their revolutionary headphones with traffic from premium publisher sites.
Ideas that transform visitors to leads
A ton of traffic to your website means nothing if it doesn’t foster conversion. Your first challenge is to define what conversion means — subscribe, attend, try, buy or any other objective. Next, your challenge is to make it happen with compelling offers.
1. Offer deals
When a first-time visitor arrives at a landing page to shop for a product or a service, promoting a coupon or discount program is often the way to make a sale.
In many cases, prospects arrive because they’re interested in trying or sampling your product or service.
- A free trial is often the go-to approach for the Software as a Service (SaaS) business and other software-driven categories, such as games and apps.
- Though you’ll need to give to get, you may want to ship samples of physical products to interested shoppers. The law of reciprocity suggests many will reward you with a purchase.
- 3.Offer advice
A proven tactic to build email lists — and industry authority — is to create and offer an educational lead magnet in exchange for an opt-in. Popular offers of this type include:
- White papers
- Research reports
- Buying guides
4. Offer personalized advice
While the standard content-based approaches listed above are strong general purpose offers, there are a variety of ways you can earn a higher conversion rate by personalizing the advice you’ll give via:
- Free consultation
- Online chat
- Interactive tools, such as assessments and calculators
5. Offer fun
Increase engagement on your website and excitement about your products with fun offers such as:
6. Offer proof
Prospects want confirmation first and foremost. Increase the credibility of your company with:
- Trust badges
- Media mentions
- Use cases
- Customer stories
- Customer showcases
- Portfolios and galleries
7. Offer one last thing
However hard you try to win a conversion on a page or via a form, your offer will often be ignored. Attempt to boost conversions with ‘one last try’ in the form of an exit intent pop-up.
8. One last — and important — idea
In the interest of improving conversion — with whatever offer you make — and whether you do so with landing pages and/or forms, I leave you with one last tip:
Here’s another mini math lesson to help make my point:
Desire – friction = Conversion rate
Once you have leads in the system, you can use social media to talk to them and find out more about what they need and want. The more positive touchpoints a customer has with your business over time, the more likely he or she will be to trust your brand and eventually purchase from you.
Lead generation should be thought of as a long-term and continuous process. If you get an efficient system in place using the sales lead tips above, you can streamline the lead generation process and increase your opportunities for business growth.