As a local business owner, you are constantly on the lookout for acquiring new customers, raking in more revenue, and expanding your business. For this, you need to constantly generate more leads in order to propel your business further. Qualified leads are often much easier to convert (if done right), and that’s what makes this such an effective tool.
Owing to the competitive nature of businesses, marketers are steadily banking more and more on finding better ways to generate leads. A recent survey even indicated that 53% of marketers are allocating half or more of their budget for the lead generation. This proves to highlight just how important lead generation is for a business’ growth.
That being said, how you go about trying to generate leads is just as important. There are quite a few ways to do this, right from churning out new content to leveraging social media. However, you need to make sure to avoid some key mistakes that might lead to wasted efforts or lower-than-average conversion rates. Some of the most common such mistakes include:
- Not using the right channels
- Not having a set process in place to qualify or disqualify potential leads
- Not having defined buyer personas to go after
Avoiding these three big mistakes can help you get started in the right direction, but in order to be successful, you need to do more than just that. And to help you here, we’ve compiled a list of 5 of the most effective ways to generate more leads for your local business. Let’s take a look.
5 Effective Ways to Generate More Leads
#1 Identify Your Target Audience
Yes, I know what you’re thinking, and technically you’re not wrong. Framing your target audience is more of a pre-qualifier to lead generation rather than a technique to employ, but it’s still the first and most important step, so I have to stress on its importance.
Identifying your buyer persona(s) is such an important aspect of lead generation because it helps set the framework for all your ensuing efforts. It helps shape your content, the message that you put across, the offers that you put together, the kind of value that you provide, and most importantly, the quality of leads that you generate. After all, you cannot successfully market your business if you do not know who you’re marketing to. Facebook Audience Insights is a great Facebook tool that helps you to discover your potential clients at an early stage.
So take the effort to identify and learn about your target audience, and cater your business’ marketing efforts to suit their needs. Doing this will definitely pave the way for a much more refined and effective lead generation strategy.
#2 Offer Value Content
This is another key aspect of lead generation and an extremely effective one at that. While the way people consume content has been changing, producing and publishing high-quality, actionable content has a ton of benefits to it. To list out a few,
- Good content increases brand awareness and value
- It helps establish your brand/business as a leader in the industry
- It helps build trust in your company
- Actionable content provides potential and existing customers with ready-made solutions
Offering content that is of value to your readers acts as the hook to get them interested in what you have to offer. But in order for the hook to work, you also need to combine it with usability and targeted marketing.
By usability, what I mean is that the content in your landing pages should have a clear and engaging headline, along with a gist that lets readers know how exactly they can benefit from it. On top of that, make sure that you have a clearly visible and concise CTA that makes it easy for them to opt-in. This format also works really well if you’re trying to get them to download a piece of gated content, enlist for a webinar, or subscribe to your newsletters.
By offering value to your users and making it easy for them to take the next step, you’re allowing the content to work for you more efficiently, thus bringing in more quality leads. You can read up more on how best to use content marketing to generate leads here.
#3 Offer a Content Upgrade
In addition to providing valuable and actionable content, offering a content upgrade to go along with it provides immense value. More often than not, users/readers will not mind giving their email IDs in order to get the added value of a content upgrade.
To make things clear, a content upgrade is not just a white paper article or an e-book on a related topic that they can download. A content upgrade is something that is offered as a bonus, but specifically for the content on the particular page or post.
For example, if you post a blog piece on ‘How To Do A Local SEO Audit’, offering a free e-book on the topic of local SEO is not a content upgrade. On the other hand, offering a downloadable checklist or template that collates the action items mentioned in the post can be considered a content upgrade. This can be in any format, of any type. For a better perspective, take a look at how VideoFruit used content upgrades to increase user engagement and lead generation.
#4 Take Advantage of Available Data
There are a number of readily available databases such as Data.com, which you can make use of to find potential leads for your business. Additionally, you can also employ local intelligence platforms such as this one to get a clear sense of what exactly your target audience is talking about, what they look for, and their pain points. This data can then be used to not only better your business, but also to create content that addresses these queries and pain points, that you can then generate leads off of.
#5 Use Social Media
Social media is something that should not only be a ToFu marketing channel, but also at the core of any business’ lead generation strategy. You can use your business’ social media profiles on sites such as Facebook, Twitter, LinkedIn, etc. to create and publish posts that have direct links to high performing pages or offers on your site. If you are looking for local social media support for your business, get in touch!
Furthermore, if you have certain blog posts that generate a good amount of leads, you can also make it a point to include those in your social media posts every now and then. Additionally, you can also generate leads from social media by running contests that are fun, engaging, and informative. Here’s an article that has some great ideas on how to do this.
Generating leads for your business requires constant analysis, ideation, and execution. Imbibing the techniques that I discussed above within this process can help provide better direction and yield more results. Above all, it is important to remain flexible with your process. Your target audience can sometimes prove to be extremely dynamic, with user behaviour and trends changing ever so often.
You need to make sure that your lead generation process allows you the room to identify and adapt to this change. Use A/B and multivariate tests to experiment with your landing pages, UI, CTAs, offers, content, etc. and find out which one works. And once you do, don’t just leave it at that. Repeat the process again in a couple of months to see how you can refine it further. Remember, continuous refining and retargeting is key.