How to Generate Leads
If you’re running a small business, you know how important it is to generate leads. A lead is an individual who has shown interest in a business’s product or services. So without leads, you won’t have any customers! The good news is that there are several things you can do to create a lead generation process that works. Today, we will cover three of the most important aspects of lead generation: content creation, lead capture, and lead nurturing.
One of the most important aspects of generating leads is creating high-quality content. This content can come in various forms, including blog posts, e-books, infographics, and even videos. No matter its form, your content needs to be informative, engaging, and relevant to your target audience.
For example, if you are a local chiropractor or dentist here in Boston, you might want to produce local content that helps to educate prospective customers on the history of your neighborhood. Doing this establishes a reputation and associates your business with Boston. It shouldn’t be a one-off piece of content but ongoing.
Then, intertwining local content with material that is relevant and specific to your business might be one option. So Monday might be about a specific historic event that is relevant to your community, while Tuesday or Wednesday’s content could be geared towards five tips to help prevent back pains or toothaches. Content creation is vital and should ultimately provide value in one form or another.
Once you’ve created some great content, it’s time to start capturing leads. There are a few different ways to do this, but one of the most effective is using lead capture forms. These forms should be placed prominently on your website or blog so visitors can easily find and fill them out. Be sure to include fields for the visitor’s name, email address, and phone number so you can follow up with them later.
Our favorite lead generation form and software is Mailerlite. We’ll be making some introductory content on Mailerlite soon but take our word, it’s a great option that is available for entrepreneurs, self-employed, and small businesses. They offer free and paid plans that should fit into any business’s budget. And most importantly, it’s pretty easy to set up, use, and capture leads.
Finally, once you’ve captured some leads, it’s important to nurture those leads until they’re ready to buy from you. This process involves sending targeted emails, running ad campaigns specifically for leads, and even making personal phone calls. The goal is to build relationships with your leads, so they eventually see you as a trusted source of information and products.
This can be tricky as you must put in the time and energy to stay top-of-mind with your leads. The fact that you generated them is fantastic, but the goal is to convert them into paying customers or clients, so this is when you need to dig in and continue providing them with value. Often small businesses fail at this stage since they tend to give up prematurely. They may not have been producing the correct type of content for their audience since the content used to generate leads will be different than your lead nurturing content.
Generating leads is essential for any small business owner who wants to see success. By creating great content, capturing leads through lead capture forms, and nurturing those leads until they’re ready to buy, you can create a lead generation process that works! Consider checking out our marketing resources if you need a few more tips and tricks to help build your lead generation process. There is also this more robust explanation from Marketo. Alternatively, you can work with our digital marketing consulting agency, Chell Brown, which can develop your lead generation process for you. So stop procrastinating on your lead generation process, and get started today!