- Content Marketing
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Small Business Lead Generation in 4 Easy Steps
Posted on March 2nd 2014
Leads and lead generation are the lifeblood of any business, online or off. A system for client attraction must be put in place at the start of any new business. It must be continually tested. It must evolve from change and be validated for positive returns every step of the way.
There are many different ways to attract new clients into your business. In fact, the myriad of options that exist may actually throw you off. You test one thing, it doesn’t work – moving right on to the second, third and fourth thing. You get discouraged and claim it’s all “hype” and get down on yourself.
I’ve been there. We all have. (Talking about business owners and marketers who are responsible for lead flow).
The approach, or the model of client attraction is actually quite simple. There are only 4 steps to success, and I’ve outlined them below.
The lead generation and client attraction model principles you can use now. Just follow this sequence of events:
1. Generate the lead
Create attention through an ad, email, search query (SEO), advertisement, radio/tv spot, etc. This must not be boring and bland. It should stimulate interest, be very targeted to their need and move the person to the next level in a series of steps. (this is part of your marketing system)
2. Provide more information via website landing page or phone call-in
Create a “hunger” for your information by offering a free gift and more information from a “human grabber” or “lead magnet” (an ethical bribe in exchange for their name, email). It has to be customized to the individual, and make sure that it matches the audience for which it is intended.
3. Lead capture
Capture their email and even full address information, and send them via email and possible (CD/DVD) shipment, the actual information. The email auto-responders start here.
Auto-responder (aweber.com) creation and build out. Build sequences that are helpful, are education-based over a series of days, weeks and months. Continue to nurture the relationship, ongoing. This is done via email, and you can present further information via audio, video. You can provide more downloads, tools, resources and helpful information.
In summary, this is a very effective model, and it’s surprising so many don’t use it. I think it’s a combination of technology phobia, and not knowing what to write – including thinking it’s somehow “spammy” – and not wanting to bug people. (You can do this without being cheesy)
You are amazing – and the value of what you provide is immense, but most business owners want instant gratification (a sale). They forget that you must provide value and information that actually helps them. It’s true for a big brand as well as the smaller businesses.
Apply these rules today, and watch your business grow!