7 Things your business needs to know about Lead Generation and the challenges large number of companies face. According to Hubspot, 65% of businesses say generating traffic and leads is their biggest marketing challenge. 

Lead generation is a great way to generate new business but let’s go back to basics. What is a lead? Marketo describes lead generation as; 

Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.”

Let’s get into the detail of lead generation?

This is the process you take to generate quality leads. But before starting the process, you need to have; defined goals and customer personas which confirm:

  • Are you targeting men or women? 
  • Do they fall into a particular age bracket?
  • What is the problem that they have and how can you solve it?
  • What are the target audiences most common fears, problems desires? How will your product /service help address their fears, problems, and desires.

Hubspot have useful information on creating buyer guides.

Below are some useful ways to kick off your Lead Generation Strategy: 

Customer Database

Create a prospect/customer database. Without a database you could be missing out on sales. There are a variety of different databases you could invest in:

  • Salesforce – prices start from £20 a month 
  • Hubspot – they offer a free CRM for small businesses
  • Infusionsoft -Currently have a 50% off for the first 3 months
  • Insightly – You can try them for free 
  • Sugar CRM – You can try them for free 
  • Marketo – You can request a demo

Who to contact first?

  • Contact your past clients first and get a client testimonial and send out an email to your database
  • Ask your current clients for referrals. So, provide a “Free Consultation” coupon 
  • Approach anyone you spend money with to ensure they know what you do e.g. Printers, Retail Shops

Make new connections at events

Networking events allow you to meet people and source leads face to face. If you’re struggling to find places to meet up in your area try websites like Eventbrite or Meet up .com. The goal is to exchange business cards/ Linkedin details and add these details to the customer database and follow up. 

Speak at events

This can cover anything from webinars, Facebook live events, conferences e.t.c. Public speaking is a great way to generate leads because people like speaking to experts. 

Offer free marketing content 

Offer free useful and engaging content such as ebooks, reports or guides in exchange for your customer’s contact details and then follow up with a complimentary consultation. Make sure the content you create is aimed at the different stages your customers are on in the buying journey to help guide them to the next stage. Check out my previous post on free content marketing tools.

Be social

You can create referral systems on your social media network, by utilising your networks to refer your services to their friends and followers. So set a target to approach your network each day with a message of what you are trying to achieve. Not everyone will respond, you’ll be able to see who reads your message and helps to raise awareness of your brand. 

Never forget your existing clients

Re-contact old customers, you haven’t spoken to in a while, so make sure you follow up with customers every 5 months.

Referral partnerships

Source businesses who compliment your brand and set up a system where you refer clients to one another.

Digital marketing

  • Make sure your website is optimised for SEO. View this useful post by Wordtracker on Search Engine Optimisation.
  • Pay per click advertising – use Google or Facebook as an effective way to reach new customers View this helpful article by Wordstream  on Pay per click advertising for beginners
  • Set yourself up on Google Business to help boost your online local presence
  • Email marketing is a cost-effective way to generate new leads and can increase your sales by 23%. So build your email list by giving people a reason to want give you their details. there are some great email marketing platforms for you to try:
  • MailChimp
  • Aweber
  • GetResponse
  • Marketo
  • Campaign Monitor 

Final Thoughts

The above is just some of the different ways in which you can generate new leads for your business. Don’t forget there are so many leads out there for the taking, but you’ve got to commit each day to find, nurture and convert them into customers. 

If you want to have a quick chat about ways to generate new leads for your business, get in touch with us to see how we can help hello@madebydm.co.uk.