Lead generation is one of the most important aspects of any business. If you want to continue to grow and expand, you need to be able to retain loyal customers but also to continuously find and secure new ones so that your business continues to succeed year upon year.
Of course, if you are a large company, it can be easy to dedicate lots of time and budget to lead generation, but for small businesses, the same might not be true. So if you are a smaller business, how do you go about finding new leads? Here are some helpful tips:
Create customer personas
Understand who your customer is, what questions they are asking, and what needs they have. The better you can do this, the more likely you are to create products and services and marketing campaigns that appeal to them. Remember your customer and their needs may change over time, so revisit your customer personas often to make sure they are still relevant.
Become an expert
If you can show your business to have a level of knowledge and expertise that outshines your competition, you will become a trusted source and more people are likely to seek you out for help and assistance. Creating valuable, targeted outbound content is a great way to do this and should keep your business visible and your brand highly recognizable too. Great content will be shared, and this is an ideal way to generate new leads.
Remember quality over quantity is always best
There is no point generating thousands of leads if none of them turn into customers. That’s why is it far better to spend your energy searching out quality, engaged leads that are much more likely to convert. So be strategic with all aspects of your marketing, do your research, and seek out those people who are likely to be excited by what you have to offer.
Pay attention to your buyer journey
If you can adequately understand the stages that a buyer goes through to get to the point where they buy your product or service, you can help to gently nudge each customer along it to keep them on the right track. From realizing what your potential customer’s needs are to making that all-important decision to buy, you can create content that helps ensure they remain on your carefully carved out path to purchase.
Market across different platforms
While you can do research and perform tests to find out which platforms work best for your business and generate the most leads, you should, especially initially, ensure that you market across multiple channels. Remember, no two customers are the same, and people like to receive content in different ways – so take advantage of blogging, email marketing, social media, and videos to cover all your bases.
Build trust in your brand
Gather reviews and testimonials and make sure you shout about them. Customers like to buy from brands that they trust and so being able to provide social proof that your products and business as a whole won’t let them down is so important.
Be prepared to test and change
One of the most helpful ways to ensure that you keep generating those leads is to secure proper tools that will help you to quickly understand whether a particular marketing campaign is working or not. Remember there are always shifts in trends and needs and expectations change over time too so what was once working for you might no longer be – keeping on top of this and focusing your time, energy and budget on what works best will keep those new leads coming in.
Have a strong CTA that stands out
Make sure that whatever kind of marketing campaign you are doing, it has a clearly defined goal and a strong CTA that matches the goal. Without doing so, no matter how great your campaign is, you could be losing new leads simply by not telling them what to do after they’ve clicked on your advert or found your website.
Making sure that you spend time on lead generation should be an integral part of your business, and even if you are small, having a strategy in place to ensure that you keep bringing those new customers in, will help ensure you remain successful and continue to grow into the future.