ACED Small Business Lead Generation

Many small business owners don’t understand that marketing is such a detailed process. As a small business owner, missing out on quality small business lead generation can be deadly. You can compare a business to the way we breathe, and we all know that just a single breath can’t keep you alive for long. It takes a continuous pattern of breathing to stay alive.

Marketing is just the same as breathing…

You will not attract, obtain or keep customers with only one marketing action. 

This means your small business lead generation has to be continuous; generate leads, make your phone ring, cause prospects and customers to request your product or service or make them ask for more information.

Even big successful businesses make an effort to generate leads every day, which is why most small businesses without quality lead generation strategies have trouble surviving.

We have seen so many people frustrated and close down their businesses, but is that really the solution?

Why do small businesses struggle to generate leads?


Yes, your small business lead generation strategies are not working, and you still don’t know why they are not working.

You are leaving money on the table when your lead generation techniques are not working.

You have even hired a marketing company to help you out, and there is still no light at the end of the tunnel. Maybe they are not focusing on the overall system that you need to have in place and are just focusing on one aspect of your small business lead generation. Either way... 

I'm guessing you are frustrated, right?

Here are 8 reasons you are getting your
small business lead generation techniques wrong:

1
Undefined Audience

You have NOT accurately defined your audience:

You don’t drop thousands of dollars on a trade show if you don’t know what type of people that will be attending, do you?

It's simple! You have to define your target audience first.

Hiring talented people:

To start with, small businesses tend to feel under-resourced. The process of hiring becomes thick due to lack of fund.

But you don’t have to look for just good employees, look for great ones with a passion for taking your business to the next level.

2
Hiring Talent
3
Brand Awareness

It is difficult to spread brand awareness:

You look at those big brands and say, how did they get up there? Well, it is through their hard work, rejections and failures, but they won't always tell you that.

There are different ways to create brand awareness which you will read in the latter part of this article.

Your website is not attractive:

If your website still looks like a website designed in 2000, you are already letting your online presence slip.

If your website’s theme is old and you are not updating it, you have to update it now; or else you’ll keep telling the same old story.

4
Bad Website
5
Not Helpful

Your website lacks helpful information:

There has been revolution on the internet and if you are not joining the train, you will be left out there in the cold. Revamp the content of your website and start posting helpful information on your website.

If people are not getting value for their time on your website, how would you capture them and make them buy what you sell?

No proper call to action on your site: 

You need to show your website visitors where to go next or what to do next, or else they will be confused and leave your website.

6
No CTA
7
Brand Awareness

You have no landing page or conversion page:

The bread and butter of any lead-generating website is the conversion page or landing page. Almost every lead we receive from our site or client’s sites come from the landing page.

A mere contact form is not enough; you need a landing page that explains the benefits.

You are not on social media: 

Your competitors is on social media generating leads every day because social media is now one of the real deals. You just have to be on social media to show people what you do and how you can help them.

8
No Social Presence

How to get started on your lead generation campaign


Now that you know the reasons why you struggle to generate leads, it is time to solve the problems and start generating tons of quality leads for your business.

Lead generation is the life of any business and you need a solid system in place for it to work effectively.

To get started on small business lead generation campaign, here are the ways to do it effectively:

​Determine your target audience

If you are not going to turn your leads into customers, what is the use of generating the leads?

You don’t just start generating leads; you need to target people that will be interested in your offer or your business. So you need to figure out who your target audiences are.

Look at your current clients. Who are they? If you want to learn your customer’s background, their biggest challenges, where they spend their time online, and their goals, get closer to them and interview them.

YOUR BUYER'S PERSONA TEMPLATE AWAITS

Develop your ideal target audience and convert more leads with targeted marketing

​Brainstorm your small business lead generation ideas and define your lead generation strategies

When it comes to small business lead generation, you have to brainstorm what really impacts your bottom line. It is vital that you get it right from the start to be able to capture and convert a big percentage of the leads generated from your campaigns.

Most businesses are affected by a leaky bucket effect.

How?

Most businesses spend too much time, metaphorically, filling leaky buckets with water. Instead of fixing the bucket first (marketing funnel), they continuously pour water (traffic) into the bucket to keep it full.

If you didn’t know, that is a sure recipe for spending big to get below-average results.

Use An Integrated Marketing Approach

Integrated marketing is a marketing technique that stresses the importance of seamless, consistent, multi-dimensional brand experience for the consumer.

It means your branding efforts – across radio, internet, television, print and in person – should be presented in a lookalike style that will reinforce your brand’s ultimate message.

There are so many lead generation examples; take Apple computer brand as an example.

Their advertising technique is simple – they showcase a sleek product built with the latest technology that works smarter, faster and in the ways that their competitors never thought possible.

They use the same strategy across all aspects of their brand.

Their commercials are smart, stark and infectious, which is why Apple can charge prices more than their competition and still dominate their niche market.

The 4 Stages of a Lead Generation Campaign


We asked companies this question: How do you attract & handle your leads?

Unfortunately, few of them have a definitive answer.

Most small businesses don’t have any process in place to generate and manage leads. Those with a process commonly mix manual sorting and inefficient communications, which is a recipe for losing leads.

Well, we don’t want you to miss it again this year, so we provide the 4 stages of a lead generation campaign.

#1. Attract (Generate Traffic)

Your small business can use various tools to draw in qualified potential clients. After you have identified your target audience and double down on your ideal customers, you can tailor your messages to appeal directly to them. You can communicate your messages to reach your potential visitors through different channels like:

Website: If you have read or listened to Simon Sinek talk, he says “I am not buying into what Apple makes, but into the company’s core message.” He explains that what makes a customer or client buy into a company is not what it makes or does, but the philosophical message at its core. In simple terms, clients don’t care about the what or the how – they only care about the why.

Your website is the best place to communicate your business’s philosophy that helps you create new clients and build loyalty from existing clients.

Content: The content on your blog, website and social media should be able to communicate your business’s philosophy to visitors. The problem is that most small businesses don’t do a great job with their content. Your content needs to be descriptive and compelling enough to drive home your point.

SEO: SEO is a main source of traffic and without traffic, you guessed it... no leads! You need traffic to your website and landing pages where you’ll capture the leads, and if you are not doing it the right way, you can get screwed. If anyone tells you that it is easy to build organic traffic, don’t listen to them. This is not to scare you, but to bring you to a reality that you have to put in your effort to build organic traffic.

SEO is the best way to generate free targeted traffic, and if you do it the right way, you are going to be receiving a lot of free traffic that can easily generate a lot of leads for you. Get SEO right and see your business up there!

Pay Per Click: If you are looking for the quickest way to generate traffic, Pay Per Click is your best bet. We all know that we can’t generate leads without traffic. Pay Per Click (PPC) can help you generate leads, but you need to master how it works. If you don’t know how to generate traffic with PPC, then you have two choices learn it or let someone else take care of it.

Social Media: Just like search engines, you can generate more traffic to your website or landing page through social media. Whether through Facebook, Twitter, LinkedIn or Instagram, you can generate more traffic from your followers to your site or get in front of prospects and turn them into loyal clients. But the key to social media success is relevance, communication and consistency.

Check Out How An Integrated Marketing System Can Grow Your Business!

#2. Connect (Build Solid leads)

When leads have been drawn to your small business website, the next thing is to convert your visitors into contacts. You can do this by motivating them to share personal information like their best email address with you, possibly through an invitation to an event or in exchange for valuable tools or free guides.

Opening up conversion paths on your website can be done with:

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    Call to action (CTAs): This is the instruction designed to provoke the audience to do what you want them to do. Examples include “act now,” “find out more,” “call now,” etc.
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    Forms: You can also place contact or request form on our website for your audience to contact you or request your service.
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    Landing Pages: Landing page can be the page your visitors land on after clicking on your call to action. The landing page can be a standalone page design for your marketing campaign, and it is where you nurture and sell your product or service to your leads.

#3. Engage (Making Sales)

Once you have attracted the most qualified leads and gleaned their contact information through conversion, it is time to engage them toward becoming members, volunteers, or customers. Using the personal information you’ve collected from their website visits, you can segment your database to create targeted email nurturing campaigns to send the right content, at the right time based on an individual specific interest.

You can engage your community by nurturing your contacts with:

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    Email Campaigns: Most businesses don’t know how to go about an effective email campaign. You need to personalize marketing email by writing an email that attracts attention in busy inboxes, filling it with compelling graphics and designing it for both mobile devices and desktop. And above all, your email must have a meaningful call-to-action. 
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    Retargeting: Also known as remarketing, retargeting is a type of online advertising that helps put your business back in front of bounced traffic after leaving your site. With retargeting, you can reach all the bounced traffic and convince them more.
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    CRM Integration: CRM integration in simple term is building your CRM and website to function together flawlessly. Instead of using the CRM as a system that only retains client information manually, integrating your marketing/website automation software will directly bring valuable customer information into the CRM. You need to design your workflow to help your marketing and sales team have more time to focus on other areas.

#4. Delight (Building Brand Advocates)

Even when a visitor becomes a member, volunteer or client, that doesn’t mean the story is over. In fact, now is the time to continue delighting your customers with your marketing system and turn them into brand advocates.

This helps them understand that you are interested in an ongoing relationship with them, generates positive feelings toward your business, build a community around your common cause, and inspires clients to share their stories and become brand advocates.

Marketing efforts in this phase may include:

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    Satisfaction Surveys
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    Referral Progra​​​​ms
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    Customer Success Programs
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    Customer Appreciation Events

Small Business Lead Generation Conclusion

Small business lead generation can be easy with our lead generation techniques if you follow them strictly. Yes, the process may be long, but you can achieve success just like those big brands if you diligently follow our lead generation ideas and process.

We all know that the next solution is not quitting because success in the first place is not for quitters, so you can’t afford to quit just because you are not getting it right.

If you think the process of generating leads and converting them is long and you are not confident you can do it, you have another option: hire an expert.

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(Last Updated On: February 13, 2018)

About the Author Matt Castineiras

Growing companies digitally is my passion. #Marketing, #Digital #Design, is what I am about @goldminddigital

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