How to generate leads for your small business in 2020
Leads are the lifeblood of every business.
In order to survive and thrive, your organisation will need to have a steady stream of sales leads, but even seasoned professionals can find it difficult at times.
It’s no surprise; securing that steady flow is hard work. It requires you to continuously attract new leads, qualify and nurture them, and ultimately turn them into customers. This process, called lead generation, is essentially a technique of finding the right mix of channels that will get you in front of the right people. Using an effective lead generation system will make this process a whole lot easier, but just like any tough job, lead generation requires you to invest some time and effort upfront.
If you’re not sure where to begin, this guide will get you started by leading you through five key strategies to capture and convert those all-important leads.
Create buyer personas
A lead is a prospective customer, so the obvious starting place is to work out just who is likely to buy your product or service, and how you can reach them. Begin this process with research – use the internet to find similar companies to you and see how their consumers are, and study your existing customers, you’ll learn a lot. Consider the basic components that make up a consumer – age, gender, likes, dislikes, purchase habits and financial situation, then feed these into a pen portrait to build buyer personas of your ideal prospect. You should also look closely at the information you hold on existing customers to help build this picture.
Build your marketing plan
Build your plan using SMART (Specific, Measurable, Attainable, Realistic, and Time-Based) goals, and remember to employ a wide range of techniques, with a sharp focus on inbound marketing techniques designs to draw potential clients to you. This ensures the leads coming to you are ‘warm’, making your job securing the customer that bit easier. Here are a few of our recommended inbound techniques:
Social media channels and search engines offer incredibly targeted ways of getting your business in front of potential leads. Often referred to as Pay Per Click, they are an effective way to get visitors to your site.
Digital advertising won’t work for every business, and in some cases SEO is worth greater investment. Google gets an incredible 3.5 billion searches a day, making it prime real estate for lead gen. SEO will improve your visibility in search engine rankings – hopefully keeping you away from the fateful second page of Google results! It must be routinely updated and maintained in order to bring in a steady stream of leads, but when done well can bring in endless warm leads ready to be converted to customers.
A Statista survey conducted among marketing professionals in the US, found that 43% of respondents believed SEO to be the most effective channel in producing high ROI, so this is a powerful place to invest your lead gen budget.
Creating engaging content that is promoted well will position you as a thought leader in your field, demonstrating your credibility and bringing a human element to your company. Be sure to include a call to action at the end of each post.
Build a sales pipeline
Once your leads start coming in they’ll need to be nurtured to be transferred into sales. Using a sales funnel model will allow you to organise your customers journey. Once in place, your pipeline will also give you an overview of where prospects are in the sales process. There are a number of reputable platforms that can support this work.
As you begin to get leads in, you’ll need to find an efficient way to keep in contact with them and nurture them through the pipeline. Plan ahead and look at where automation, such as email marketing, could help you in this process. The beauty of automation is its ability to allow you to scale your marketing efforts whilst keeping your content personalised to your audience. Automation does not mean impersonal – Liana Technologies reported that almost 70% of marketers found improved targeting of messages was one the most important benefits of marketing automation.
All of your prospects have different needs, and having the option to treat them as such will seriously strengthen your relationship. Look for an email service that offers segmentation and tailored, dynamic content which gives you the chance to customise content based on your contact’s needs.
Harness the power of social media marketing
Social media now stands as one of the most effective lead generation channels, and it should therefore feature significantly in your strategy. These platforms are excellent for enabling relationship-building, and once you begin regularly posting engaging content, you’ll attract followers who you can then drive to your website. Here are our top suggestions for using the major platforms to generate leads:
According to Optin Monster, 66% of people have discovered a new business on Twitter, so it’s a great place to make yourself heard. Promote your new content such as your blogs, and stay active. Commenting, sharing and engaging is vital to keep a vibrant community.
One of the smartest things you can do on LinkedIn is to take advantage of the platform’s targeted advertising. It’s in users best interested to keep their profiles up to date, which makes LinkedIn an advertisers dream – you can zone in on just about any part of your audiences profile.
Like LinkedIn, Facebook has some incredibly precise targeting options. The platform gives you the option to create campaigns using a Lead Generation objective that allows consumers to fill in a form with their contact information. Most internet users are on Facebook, therefore it’s unsurprising that Smart Bug Media reported that 84% of marketers choose to use this platform to acquire leads.
Remember, business growth can be a difficult and long-term process, and a sign of sustainable progress is a steady increase in sales, rather than random sale spikes. Following these tips will give you insight and overview, allowing you to scale your operations up gradually. Good luck!