Tips for small business marketing lead generation
Every successful business starts small at one point. If you own a small business and have the ambition, motivation, and plan, there’s no reason why your business won’t grow. Of course, generating leads for small business is the key that makes the difference between business success and struggle.
The world of business is more competitive than ever. It is important to realize that you and several other small companies are targeting the same potential customers. Since this is an unavoidable fact, what can you do to stay ahead of them and keep growing consistently? Here are a few tips for small business marketing lead generation.
Focusing on your message
Regardless of your small business lead generation strategy, your message truly is king. Your messaging strategy needs to go beyond merely stating what you sell – whether it’s services or products. Keep in mind, it needs to address the issues your target customer faces and how you can solve them. Your marketing messages need to separate your company from the competition by focusing on your advantages.
Creating strong content
Another part of small business marketing lead generation and messaging in today’s mix is content marketing. Content marketing relates to inbound marketing and is used primarily in blogs, social media, and e-mail marketing. It is key that this content has to be highly relevant to your prospects. Moreover, it aims to offer them valuable insights into their industry. When you present this type of content, you prove that you are an expert in your field and their industry. This combination will help you gain credibility in the eyes of your audience. Once prospects discover your content, use call-to-actions to build a relationship that will lead to a sale.
Choosing effective lead generation
The lead generation sources you choose should align with your type of business. From social media and direct mail to telemarketing to referral programs, there are many options for you to choose from when it comes to lead generation channels. For this reason, as a small business with limited resources, you must consider which channels will work best for you.
First of all, determine if you are a B2B or B2C company. To be clear, B2B refers to business-to-business and B2C to business-to-consumer. Knowing whether you sell to other businesses or direct to consumers will help you select the proper lead generation tactics. Watch for my next blogs for insights on the best B2B and B2C lead generation for small business.
Manage your leads
One of the reasons many small businesses don’t grow is the simple fact that they don’t focus on managing leads. As a result, these potential sales are lost. Additionally, your reputation as a business that is responsive can be hurt. Managing both incoming and existing leads will help you:
• Move quality leads to a higher priority in the sales process
• Keep all leads in a follow-up system to not lose possible sales
• Analyze the response to your campaigns
• Adjust marketing campaigns to focus on your best potential customers
• Determine your sales cycle and the purchasing cycle of your customer
• Better understand the demographics and behaviors of prospective customers
Of course, there are many factors in a successful small business lead generation strategy. However, these practices will help your company to:
• Develop effective messages and content
• Select the correct lead generation channels
• Maintain a steady stream of leads
• Manage leads properly
• Strategize stronger campaigns
A final but critical point
Finally, let me point out the essential part of lead generation – you have to do it. When you don’t have a proactive lead generation campaign, you depend on customers somehow finding you. Be proactive and consistent in your lead gathering efforts. After all, without leads, your business cannot grow and succeed.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.