Advanced Lead Generation Guide for Small Business 📬

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Lead generation strategies for small business

It’s no secret that lead generation is one of the critical process for any business. In fact, enterprise or small business, B2B or B2C everyone depend on leads. If you’re a business owner you will be in a look out for more leads and discover new methods to generate them.

Bottom line? If you want to grow your business, Lead generation is must.

And in this guide I’m going to show you everything you need to generate leads.

Let’s dive right in.

What is Lead generation❓

Lead generations simply refers to finding people(leads) who’re likely to become your customers immediately or in future. Finding leads is about personal name, email address, phone number, business name or anything that could help you make business. It’s a process of strategies and techniques applied by small business in order to generate interest around their product or service offerings.

Lead generation metrics 🗝️

Here’s a list of 10 metrics that are fundamental to your lead generation activities:

1. Website visits

This is the number of visits to your website from unique URLs, not including your own employees. A higher number of website visits means more people are landing on your site. This traffic is acknowledged by Google (and other search engines) as an indication of your website’s authority.

As a result, your website starts ranking higher for keywords you’re targeting. One way of getting more visitors to your website is by promoting it extensively on social media.

2. Source of visit / Lead source

In Google Analytics, lead source is classified based on the following default channels:

  • Direct: lead types your URL into the address bar, or clicks on a bookmark of your site
  • Organic: lead finds you from organic search results
  • Social: lead arrives on your website from social networks
  • Email: lead follows a link to your website from email
  • Affiliates: lead comes from an affiliate marketer’s website
  • Referral: lead is “referred” i.e. they come to your website from a link they find in another website
  • Paid search: lead finds you from PPC (pay-per-click) ads in search results
  • Other: lead comes from online advertising apart from search and display, like cost-per-view video ads
  • Display: lead finds you from display ads

3. CTA (Call To Action)

CTA stands for call to action, and it’s the part of a story, webpage, advertisement, or piece of content that encourages the audience to do something. In marketing, CTAs help a business convert a viewer, visitor, or reader into a lead for the sales team.

4. CTR (Click-Through Rate)

The CTR measures the performance of any CTA. It tells you how many people are clicking your CTA on any landing page, ad creative or email, etc. You can calculate your CTR using this formula:

(Total no. of clicks/Total no. of visitors)*100

In any lead generation campaign, you’ll likely have multiple CTAs. So, you’ll have to:

  • Identify the CTA on any element in a campaign
  • Measure the number of clicks on this element

For example, suppose you’re running a campaign where you’re buying traffic through AdWords and sending it to a landing page with an e-book download offer. After a visitor enters his contact details, he gets an email with a link to verify his email address. Only once the email is verified can you call this visitor a “lead.”

For this campaign, you’ll have three CTRs to track:

  • CTR for PPC ad
  • CTR for landing page
  • CTR for verification email

In the above case, you might have a situation where:

  • 1,000 people viewed the PPC ad and you got 200 clicks. CTR = 20%
  • 200 visitors on a landing page and 20 clicks on the download button. CTR = 10%
  • 15 out of 20 clicks on verification email. CTR = 75%
  • Total leads = 15

5. Cost per lead

Total amount of leads and campaign cost.

6. Cost per inquiry

Total amount of inquiries and total cost of lead acquisition.

7. Marketing% of contribution to sales pipeline and closed revenue

The percentage of revenue in the sales pipeline and closed won deals respectively which came from marketing techniques.

8. The amount of SQL(Sales qualified leads)

The number of SQLs sent to the sales department.

9. SQL to Opportunity

SQL to opportunity conversion.

10. The Quality of SQLs

The percentage of SQLs, which haven’t been turned down by the sales department.

Optimize your Website 💥

While channels like emails or social media help you get prospects to sign up, your website is your best bet to generate leads. Ensure that your entire website is optimized to deliver an optimal experience to users. Some of the parameters you should typically look out for are:

Speed: If your site isn’t fast, viewers are likely to leave.
Mobile Optimization: A large number of people use their smartphones to access websites
SEO: For your landing pages and blog posts to rank on Google, you need to optimize your content for ranking on search engines.
Navigability: Once people enter your site, they should be able to get from ‘Point A’ to ‘Point B’ easily so that they don’t have to waste time searching for what they want. They should be able to have a smooth and simple user experience on your website.

Types of Lead generation 🗣️

Broadly speaking, there are two channels of lead generation: inbound and outbound.

Both channels are obviously aimed at generating leads for your business. But there’s a slight difference in the way they work.

Ways to generate sales leads 🚀

Content marketing. Create and distribute content with a primary focus on education, not selling. Content can be produced in various formats—blogs, infographics, videos, case studies, white papers.

Social media. Depending on your business, every social media platform can be a precious lead generation channel. Facebook, Twitter, Instagram and Snapchat are essential for B2C; LinkedIn is elementary for B2B.

Pro Tip: You need to design your content specifically for each site. While visuals are great for Instagram, it wouldn’t work for LinkedIn where posting an informative article would make more sense.

Email. With email, you get to initiate a one-to-one conversation with your recipient, while sharing a blog, inviting them for a webinar, informing them about a product update, or offering a discount.

A prospect opts into receiving your emails on your website

As a welcome gesture, you can send them an initial email with free downloadable such as an informative ebook

You then send them periodic emails such as newsletters or links to useful posts on your blog

You can even send them event invites or company updates

Once you see regular engagement, i.e. prospects are opening your emails and clicking on links, you can send them promotional offers

Over time, you’ll see that some of your prospects have turned into customers

Webinars. Webinars require people to share their email ID, which makes it an ideal lead generation activity. Timely webinars, with relevant topics and quality speakers, can build a brand around your business.

PPC (pay-per-click) ads. Clicking on a PPC ad takes the visitor to a landing page, which collects the lead’s information. PPC ads work because they contain keywords relevant to your audience, plus they appear on page one of Google. Some of the ways you can use Ads are:

  1. Getting people to call your business by embedding a click to call button within your ad
  2. Driving people to your business by getting your ads to display your company’s location

Display Ads. Also called banner ads, display ads are like print ads for digital. Crisp copy, a persuasive CTA (call-to-action), illustrations and animation are effective elements in display ads.

SMS Marketing. SMS marketing provides a simple and convenient way of conversing with thousands of contacts while keeping a sense of personalization intact since you refer to them by their name. For lead generation and engagement, texts have several use cases such as:

  • You can get prospects to sign up for contests and other promotional activities
  • You can send updates regarding events you’re hosting
  • You can engage in one-on-one conversations with prospects and answer any queries they might have about your product or service
  • You can remind them about a meeting or phone call that you have scheduled with them
  • You can get them to take part in surveys
  • You can thank prospects when they make a purchase
  • You can wish them on their birthdays

Hosting Events. An offline and fun way of generating leads and increasing revenue for your small business is hosting an event. You could organize a workshop or seminar which is a direct way of interacting with people, talking about your product, and obtaining their contact details for future targeting. Promote your event using different tools and channels to build interest among your target audience. Think about how this event could be important to them and emphasize this in your promotions.

After this, get them to register through GoSchedule on your social media channels or website so you’ll have a ready estimate of the number of people attending. Make a list of the goals and objectives you want to meet as well: setting up business meetings with 15 prospects is an example, so you’ll know how successful your event was.

After the event’s over, ensure you follow up with each of the attendees to try and convert them into customers and to obtain feedback. Depending on the scope of the event, you can use tools like GoSchedule to help you organize it.

Co-Marketing and Working with Influencers. Partner up with popular social media celebrities, known as “influencers” for promoting your service or product. These influencers have plenty of followers on their accounts, so by getting them to endorse you, you gain access to a whole new bunch of untapped prospects just waiting to be converted to customers!

Lead Segmentation 🧩

Whether you generate leads through inbound marketing channels such as signup forms or newsletter subscriptions or outbound techniques such as cold calling, it is necessary that you segment your leads according to the engagement or interaction you’ve had. The reason this is so important is that it helps you nurture your relationship with the prospect right from the start and engage with the relevantly; you wouldn’t show a form with a lot of fill in details to someone who’s visited your site for the first time, right? you’d take it slow and increase the barrier of the ask once they’ve engaged more with you.

For lead segmentation, GoSchedule will help you in detailed targeting while automatically updating customer information. You can have segment leads based on how they’ve interacted with your content and then target them appropriately. For instance, if you want to send a batch of promotional text messages to new prospects, you just have to choose the right segment and then contact them. It’s as simple as that!

While the above are some great lead generation tips and strategies for small businesses, it’s absolutely necessary to keep testing and retesting a combination of different techniques to see what works best for you. If you have any comment or suggestions, feel free to pen them down below!