A steady stream of leads is critical to any small business. It enables you to Grow your email list, Customer base and increase year-over-year sales. But without a lead generation strategy, you will lose valuable market share to those who refined that process.
The good news is that there is more potential than ever to reach your audience. If you’re wondering what strategies work generate more leads, you are right here. We’re going to cover some of the best lead generation techniques you can implement today to attract more prospects.
What is lead generation?
A lead is anyone who has expressed an interest in your company’s products or services. With proper care, these individuals eventually become paying customers.
Lead generation is the process of attracting potential customers through various marketing channels. The aim is to arouse interest in your products or services. It is a vital practice because it supports business growth. It enables you to maintain a healthy pipeline that you can maintain to generate sales and increase sales.
An effective lead generation process is also an important part of the success of the entire value chain (activities that companies carry out to increase efficiency). If a channel continues to give mediocre results, there is no point in continuing to invest money in it, right?
Many companies make the mistake of marketing to everyone they can. They end up collecting leads that don’t go well with their product or service. Your sales team is wasting time attracting people who are not interested when they could have used that time to find them and interact with them more qualified leads. An ineffective approach to lead generation is a waste of time and money and can be yours Sales process.
However, once you identify the channels that are delivering the best results for your business, you can keep investing in them and get more ROI over time.
Now let’s dive into the strategies you can rely on to generate leads for your business.
1. Implement an SEO strategy
Consumers today begin their product research using search engines. More than half of all buyers used google to discover or find a new brand.
Search engines are the most important lead generation channel. If your website isn’t ranking for target keywords, your audience will land on competing pages instead.
So how do you increase your visibility in search results?
Start by implementing a SEO strategy.
Identify keywords that your target audience would search for in order to find your product or service. Use free tools like Keyword planner, a free keyword research tool from Google that helps you find even more keywords that you want to target.
Make sure to include your keywords in the following areas of your website:
- Title tags
- Header tags
- Meta descriptions
- Image ALT tags
Optimize the content yourself to improve your visibility for specific keywords. But don’t overdo it here – the last thing you want to do is spam your pages with keywords or create content that sounds robotic. Incorporate your keywords naturally.
Make sure you also claim your Google My Business listing to improve your local ranking. This is a great way to manage how your business appears in Google Search and Maps.
Improving your rankings doesn’t happen overnight. In fact, it can easily take weeks or even months for your keywords to rank, depending on how competitive they are. You can use tools like Semrush to help you better analyze your keywords.
However, once you improve your visibility in search results, you can start generating more quality leads for your small business.
2. Increase your content marketing efforts
Many small businesses rely on paid channels like Google Ads to generate leads.
Outbound strategies, while still effective, tend to be more invasive. You “push” a message to your audience. In contrast, inbound marketing “draws” customers to your company by helping them solve their problems.
Content Marketing is a kind of inbound marketing strategy that includes: create quality content
that is relevant to your audience.
The types of content you can create to generate more leads include:
- Blog posts
- Slide shows
How effective is content marketing?
Data from the Content Marketing Institute shows that 75% of B2B marketers has successfully used content marketing to generate leads in the past year.
Publishing content doesn’t just help you generate leads. By delivering quality content, your audience will be more likely to see you as an industry expert and trust your recommendations.
Another added benefit is that every piece of content you post increases your search engine optimization efforts. That means more traffic and more leads.
First, identify any questions or issues your audience is facing. Use forums and other platforms to assist you in this process.
Create and publish detailed content on your website on the topics you have looked up. Always focus on adding value and tweaking your content to improve your rankings.
You can also use this strategy to create lead magnets – anything that you give away in exchange for contact information. You can use your lead magnets with one Website form which requests the information from people in exchange for the content.
Here is an example of how Nlyte is offering a free e-book on DCIM software to generate leads:
Visitors can download the free e-book by simply filling out a form. Using lead magnets is a great way to add to your email list by adding a Email drip campaign. It’s a win-win situation.
3. Offer free trials
Companies like Apple and Amazon have spent decades building their reputations. As a result, consumers don’t hesitate to spend billions of dollars on them every year. You know exactly what to expect.
But as a small business, you don’t have that luxury. New visitors to your website likely have reservations, and for good reason – they have never shopped with you before. One way to overcome hesitation and generate more leads is to offer a free trial.
According to a SaaS report 16% of SaaS companies Generated more than half of new business from free trials and freemium offers.
Free trials are clearly effective. You give potential customers the opportunity to experience your products or services. It’s like those test drives that car dealerships often offer to turn buyers into proud car owners.
If you haven’t already, consider offering a free trial of your product or service. Make sure this offer is clearly visible on your website.
For example, PandaDoc offers a 14-day free trial of its of Document signing software and makes this clear on his homepage.
Anyone who signs up for a free trial will also step into your marketing funnel. That means you can keep nurturing these leads until they become customers.
Of course, free trials don’t necessarily work for every company. Therefore, it is advisable to experiment with different offers and decide for yourself whether you want to keep them.
4. Get customer reviews on review sites
Think about your last purchase. If it’s a new purchase (something you’ve never bought), chances are you didn’t buy right away. You probably did extensive research before making a final decision.
Reviews have more and more influence on purchase decisions.
73% of B2B marketers rely on multiple sources to evaluate purchases. They turn to colleagues, industry experts and even Review sites. Let’s take a closer look at the last one.
Websites like G2 and Trustpilot allow users to post reviews on software products. Others can read these reviews to rate a product and see if it meets their needs.
Having a strong presence on popular review sites for your industry can do wonders for lead generation. These Rating of credit repair companies aims to promote multiple companies and generate leads by being featured on Simple Money Lyfe. Anyone looking for reviews of credit repair companies can read this review to find out more.
Of course, this strategy works even better when you get cheap reviews. Too many negative reviews can lead potential customers to question their decision. Don’t hesitate to get reviews from your customers. Most will be happy to give you a rating, especially those who have been with you for a long time.
5. Create targeted landing pages
If your website isn’t generating leads, your landing pages are likely to be the culprit – pages that visitors “land” on after clicking an ad.
If your Landing pages are poorly designed or fail to communicate the value of your products, your conversions will be disastrous.
Too many companies make the mistake of sending traffic to a homepage. This is generally a bad idea as homepages are not optimized for conversions. They act as hubs that direct visitors to other parts of a website.
Even if you have little design or technical experience, you can a Landing page builder to create optimized landing pages for your products or services. These pages allow you to capture more leads that your sales team can work on nurturing.
Generating leads is key to growing any business. Implement the lead generation techniques outlined above, but keep a close eye on your analytics. This will help you see what works and what doesn’t.
Once you start seeing results, consider implementing it Business process automation Software to automate parts of the lead generation process. This frees up your sales team to spend less time on repetitive tasks and more time on higher-value tasks like qualifying leads.
Ray Hein is CEO and founder of Propel PLM, a cloud-based product success platform. He is a SaaS veteran with more than 20 years of PLM, development, and product introduction experience in hardware and enterprise software organizations. Ray has held several leadership positions at companies such as Agile Software, Apttus, Vendavo and Centric Software.