Lead generation is a marketing process that entails attracting and converting prospects into buyers of a good or service. Sending cold e-mails or making unsolicited calls can be difficult if the database of leads is small. More so because most people are not keen on responding to a cold call or e-mail. It is imperative for any small business to invest in the most compelling way of generating leads.
Unfortunately, most small business owners have limited funds available to spend on converting prospects to clients. Faced with a lot of competition from established competitors, organic lead generation gives small businesses the opportunity to adopt an effective digital marketing strategy, ultimately increasing your lead conversion rate.
A Guide to Developing an Effective Lead Generation Strategy
Create Informative Blog Posts
Blog posts are a good way to attract an audience. By providing relevant and original content, businesses can increase their website traffic. Including a call-to-action (CTA) on the blog section of a website enables visitors to share contact information. Regular blogging improves your online visibility, ultimately increasing the traffic to your website.
Leverage the Power of Search Engine Optimisation (SEO)
You can easily increase the online visibility of your small business through SEO. This can be achieved in two ways.
Create on-page SEO
This involves the use of targeted keywords on your website, to improve chances of your website appearing on the first page of search engines.
Develop off-page SEO
You can increase your online presence by creating inbound links to your website and landing page. Inbound link development involves having your website appear on other websites. While this may seem like a mammoth task for a small business, you can achieve it by creating high quality content.
Include Call-to-Actions (CTAs) on your Website
A CTA is a prompt that appears on a website in the form of an image, button or a line of text that is meant to encourage a website visitor to take some form of action. It often takes visitors to a landing page used to capture information in exchange of an offer. Offers could be in the form of quotations, ebooks or free trials, nonetheless they should be perceived to be of value to merit providing personal information to access them. The positioning, size, colour and wording all play a big role in attracting the attention of a visitor, to drive them to perform the action.
Positioning depends on the product or service on offer. In trying to understand complex offerings, visitors often require much time to read and understand the text prior to making a commitment. Therefore, placing the CTA below the fold might lead to more conversions. It makes sense to place the CTA above the fold on a page whose product or service is a popular home brand or one that easy to understand.
CTAs should be of a size reasonable enough to stand out and draw attention. The size chosen must also be tailored to fit well on mobile screen devices.
Contrasting colours make your CTAs more appealing. Picking colours that are in contrast to your website colours or landing page will easily capture your visitors attention.
Ensure that your CTA is descriptive enough to present an action to the visitor.
Share Links on Social Media
Social media platforms offer small businesses a great avenue for organic lead generation. You can share a link to gated content on your landing page, where visitors have to provide contact information in order to gain access to the content.
Construct Opt-in E-mail Lists
Opt-in e-mail lists allow you to send e-mails to prospective customers that have shared their contact details. By sending them newsletters, ebooks, promotions and other material related to your business, you can increase the quantity and quality of prospects in your lead generation database.
Face-to-Face Meet and Greet
Offering a demo or free giveaways at an exhibition could help attract an audience to your product or service. This may ultimately result in visitors sharing their contact details with you in the form of business cards or a sign up form. Word-of-mouth referrals are also just as important in helping you increase brand awareness.
Offer Product Trials
Offering trials of your product or service can help build trust between your business and prospective customers. Once you have enticed prospects with a trial, you can provide additional information or resources to encourage them to buy.
Building a lead generation database is often an uphill task for small business that cannot afford to purchase available databases or incorporate pay-per-click (PPP) in their marketing strategy. However, the above mentioned strategies can help kickstart your buyer’s journey.