Top 5 Lead Generation Strategies for Small Businesses

  • by

Many successful small business owners are continuously looking to expand their customer base and grow their businesses. Although Business growth can be a difficult and long-term process, one of the foundational elements of growing a business is having access to a steady stream of sales leads. A lead is a person, or business that has an interest in the products or services you are selling.

It doesn’t matter whether you’re selling a digital product or something out of a brick-and-mortar store. If you want to succeed in today’s business environment, you need to have a powerful online presence that consistently attracts new leads.

Lead generation in digital marketing is the process of attracting and engaging leads. You want prospective customers to find your content, follow you on social media, sign up for your email list, and pay attention to what others say about you. However, you don’t want to attract just anyone. In fact, that’s more dangerous than helpful.

A qualified lead is worth far more to you than an unqualified lead. You want to attract prospects who not only can buy your product or service, but have a genuine need or desire for it. As a small business, generating leads is a top priority. Luckily, there are many ways get more leads quickly and effectively. The following five ideas can be used by businesses of all sizes and most industries. The key is to test and modify to make them work for your customer base.

1. Content marketing

It doesn’t matter if you’re B2B or B2C—if you want to organically generate sales leads online, content is the way to go. Content marketing involves creating and distributing educational content about your domain. Your primary intent is not to sell your product/service, but to create trust and authority around your voice and, by extension, your business. This is an “inbound” way of generating leads for your business, as opposed to the outbound model of making a plain sales pitch up front.

Here’s an example of how this is done.

Let’s assume you make CRM software. If you write a lengthy blog about why your product is better than X and Y, it’s just another product push on the internet. Instead, if you write a blog about how CRMs in general help businesses manage their leads better, you’re providing answers to a question businesses are constantly asking. Your blog—if written well—can be the content they’re looking for. It automatically gets people interested in who you are and what you do, and now you have a conversation starter for your business.

2. Landing page

A landing page is where visitors land after being directed from an ad you’ve posted on Google, or from a link in your social media posts. It’s an opportunity to present your business and convert the visitor into a lead. Successful landing pages combine copy and design in a way that establishes your value proposition in the reader’s mind.

In the heading of a landing page (called H1 in HTML parlance), you typically outline the customer’s problem or provide a solution. The H1 is consistent with the message in the ad/social post that led the visitor here. The landing page then proceeds to explain how your business can solve the problem, but not in too much detail; a landing page usually doesn’t exceed 3-4 folds.

The lead’s information is captured through a signup form and/or a CTA (call-to-action) button in the page. To prevent visitors from dropping off, landing pages generally have no external links, although businesses sometimes take a chance by including a solitary link back to their website.

3. Email marketing

Email marketing is a great way to nurture your online leads. By sending highly targeted messages to a list of subscribers, you can walk interested shoppers through every stage of the buying process, from the initial exposure to your brand to post-purchase feedback.

For B2C companies or those who offer very complex services or products, lead nurturing is often a very important part of the relationship with their customers. There are a variety of ways to nurture a lead, and grow them into a buyer, but email is often considered a failsafe solution. It’s inexpensive, endlessly customizable, and can help you deliver the right message at exactly the right time, opening doors and starting conversations that will eventually create a sale.

Email is fantastic for growing leads into customers. When someone signs up for your list, it means they’re interested in you – and that’s half the battle! From there, consider creating an email schedule or marketing automation program that will send targeted messages to users at important stages of the buying process.

4. Social media marketing

Social media is a great way to get in touch with your audience, engage them in a conversation, and boost brand awareness. It’s easier for users to convert when you’re active on these platforms and interact with people. Gathering leads on social media helps your brand build recognition and move users through the conversion funnel. People can see your brand’s personality and engage with your content in a fun, entertaining way.

In order to make it easier for businesses to reach potential customers, platforms like Facebook, Twitter and Instagram all have paid advertising options: given the quality of leads from social media—not to mention its increasingly competitive landscape—these ads are a smart addition to your social media strategy. These social media platforms offer the ability to run lead generation ads, which are ideal for newsletter signups and collecting other information from people interested in your products or services.

Before running paid advertising on social media, you must develop the right headline, ad copy and choose the best graphics for your ad. Know your target location and customer base, since this will determine when your ad appears. Include a strong call to action, and link the ad to a landing page or high-converting page. Thanks to the advanced targeting options on most platforms, it’s easy to get your message in front of the right people. And when paired with content that’s tailored to their interests, you have a winning combination.

5. PPC (pay-per-click) ads

PPC ads are the first three or four search results that appear on Google when you type stuff like “best crm software.” They look exactly like regular search results, except that they have the tag “Ad” before the hyperlink

As the name suggests, PPC ads cost money. You create them on Google Adwords, and this is how they work—a visitor clicks on your ad and goes to a landing page where you explain your business; you pay Google for each click you get. The amount you pay is directly dependent on the popularity of the keyword you’re writing your ad around. Closely contested keywords require you to spend more because many businesses are bidding for them. A less popular keyword means unexplored territory, so you’ll spend lesser.

So who invests in PPC ads? Businesses who don’t have time to organically rank at the top of Google’s search results, but have the budget to spend on ads. With PPC ads, it’s all about optimizing your copy with the relevant keywords, within the limited space you have. Notice from the image that each PPC ad comprises a title, a hyperlink, and a meta description.

You need your best copywriters to capture your business succinctly in this tight space. Businesses generally prefer keywords over descriptive sentences in PPC ads. Well chosen words, when arranged judiciously, can describe your business better in this context.

Looking for Professional Lead Generation Services?

From helping you to identify high quality leads to giving you several of the very best techniques about how to capture them, we hope that you’re ready to take your lead generation strategy with new goals in mind.

Remember that you can use things like PPC Ads, social media, and so much more to connect with business leads. Of course, we also know that sometimes, what you really need is the help of a professional. That’s where we come in; At Ocubedigital we can help you generate more online leads. From social media marketing to search engine marketing {Google Ads), we can grow your leads— and customers—to help you increase revenue.

Feel free to Contact Us

 

Digital Marketing Agency in Nigeria

Digital Marketing Agency in Lagos

Ocube digital