Growing a Small Business through Lead Generation
|Arla Wallace is an accounting professional with over 20 years experience. She spent several years working for both publicly-traded and private entities before founding her own business. Today she partners with small business owners so they can focus on operations while leaving the responsibility of staying on top of accounting tasks to her. She is a Certified Public Accountant (CPA) and a Certified ProAdvisor for Quickbooks Online.|
Growing a Small Business through Lead GenerationTYPE html>
A friend recently spoke of her elderly mother who liked to partake in naps during the daytime. Much to her mother’s dismay, naps were often interrupted by cold calls received on her mobile phone. Albeit intrusive to my friend and her dear mother, this outbound marketing was highly ineffective for the marketer. Growing a small business through lead generation is much more natural than wasting money on cold calls or sending unwanted messages via email. In addition, lead generation can be highly cost effective for a small business.
What is Lead Generation?
Leads include anyone that has shown interest in the products or services of a business. Leads can help a small business build an email list, expand its customer base, and leads can even convert into the sales pipeline. Lead generation encompasses the process of drawing prospects through different marketing channels. The objective is to generate consumer interest and convert that interest into a sale.
Knowing exactly who your customer is and trying to solve the customer’s problems with your products and services will enable your business to create content that the target customer will find valuable. As such, an essential step to building leads is identifying the target customer. In other words, who is most likely to purchase your products and services? Once you gain an understanding of your primary customerhow they behave and what you can gather from their lifestylethis information can be used to deliver valuable content targeted directly to them.
Lead Generation Strategies
Targeted lead generation strategies will enable a small business to engage with qualified leads. Below is a short list of lead generation channels that can enhance brand awareness, boost website traffic, and grow a small business.
Search Engine Optimization (SEO)
SEO works to increase website visibility via organic search engine traffic. SEO entails link-building as well as embedding your company website with keywords that will alert search engines. To achieve best results, your business website should be optimized for search engines. Optimization might include using the right keywords, ensuring usability for all devices, and creating a prospect list from a competitor site.
Using information gathered from individuals visiting your website, leads can be nurtured with the goal of transforming prospects into customers. Touted as the most effective online tactic, this channel can enable a small business to increase their customer base and generate more sales. Good emails are easy to read, are easy on the eyes, and contain a clear call to action.
Create Targeted Landing Pages
The landing page, the entry point of your small business website, acts as the decision point for visitors to your site. Keyword enhancement, title tags, the landing page URL, and page analytics must be tailored so that prospects will want to spend more time exploring your website and find value in the content offered.
Other lead generation strategies include customer reviews and testimonials, offering premium content on your website, and extending customers a free trial. While there is no one combination of lead generation strategies to take your business to the next level, investment should be in the combination of lead strategies that yield the best results for your small business.