Managing the process of generating high-quality leads and converting them into customers can be difficult especially with the lack of time and bandwidth many online business owners experience. Having a good lead generation checklist can make a world of difference. This one covers the essentials to increase your leads, convert them, or make the most of the customers that you have.
Lead Generation Tactics
Improve your current opt-in offer.
There was a time when almost any opt-in offer would do, but there is now an abundance of information out there, and people have gotten a whole lot better at filtering out the messages they don’t want and focusing in on what they do.
What does that mean for you as a business owner trying to attract and convert leads?
It means that your opt-in offer needs to be able to cut through all the noise. It needs to be specific, and it needs to present a solution to a problem for your ideal client – almost always for free.
Starting with a fresh perspective, take a look at your audience and explore how you can make your offer better than the competition. Consider too how you might repurpose and republish existing content so that perhaps it is presented in a different format (e.g. training video series, expert interviews, cheat sheets, self-assessments, swipe files etc.).
These tools allow you the chance to solve a pain point while gently exposing your lead to the ins and outs of the value you have to offer. A major plus point (and the whole point) is you get to move them along your funnel and use email marketing tactics to eventually turn them into paying customers.
In-depth & compelling content.
Compelling content plays a massive part in the lead generation process because search engines equate high-quality content with a high-quality website.
In addition to establishing yourself as an expert in your space, offering your audience in-depth and valuable content delivers on the principle of giving before getting. Long articles are also known to increase engagement and traffic. Definitely a good basis for the “know, like, trust” factor right there.
So take the time to identify broad topics that provide value and will grab the attention of your audience. Create an editorial calendar and plan what content you’ll publish, when you’ll publish it, and the call to action that you’ll use to drive traffic to your opt-in page.
Social media has increasingly become an amazing spot for people to research products and services (sometimes before even engaging with the company that offers said product or service!) It offers you a few options to generate leads. They include:
- Using SlideShare on LinkedIn to create slide decks that speak to your target audience and their pain points/challenges.
- Check out who’s viewed your LinkedIn profile.
- Opt-in forms on Facebook.
- Paid Facebook advertising (their targeting capability is out of this world).
- Set up a Facebook business page. Build an audience. Join groups. Contribute.
- Tracking (and acting upon) mentions of your company on Twitter.
- Including a link in your YouTube video description that leads to your company’s website or Facebook page.
- Connecting with industry influencers.
Identify the tactic you wish to implement and create your strategy. Both the LinkedIn and industry influencer tactic require a content and engagement plan. You’ll want to be consistent with your efforts. Determine your goals and create a plan.
Leverage Current Customers
Successful lead generation requires good lead management, and this is where sales funnels come in.
Picturing a funnel: your free content—at the very top—is consumed by the largest number of people. Below that, your low-cost products will attract a smaller subset of the true freebie seekers. Next, your mid-priced products bring in yet a smaller group. Finally, as you near the tip of the funnel, only the most loyal of fans and customers will purchase your highest priced offers.
Your job, as a business owner, is to set your business up with the right tech and systems, so that your funnel leads buyers naturally from the top, free offers all the way to the bottom. I completely get that it’s easier to envision the top of the funnel, but you have to master the entire process.
If you’re considering adding a referral program, you’ll need to create systems. Identify your incentive, if any. Create the messages that you’ll send to your current customers during the referral process and create systems to follow up with customers that refer new clients.
Ask for more business.
To implement this tactic, make sure you’re connecting with customers on a consistent basis. Segment your email list and start sending specific messages to your customers. Provide value and strengthen that relationship. Learn how you can help them and then make the ask.
Loyalty programs reward customers for repeat purchases. They’re not right for every business model but can be quite lucrative for some. If a loyalty program is right for your audience, decide what you’re going to offer, set it up, and make the announcement to your current customers.
Memberships can appeal to both old and new customers. It’s a way to attract new customers and leverage the ones that you already have. Like a loyalty program, a membership program isn’t right for every business model. Take some time to determine if your business audience can benefit from a membership. If so, what type of membership might work best for them? Consider:
- Price, scope, model
- Rules – Will you require members sign up for a specific amount of time?
- What’s your promise? What benefit, value, emotion, or result can you ensure your customers receive?
Use this checklist to start a solid lead generation strategy that will help you capture the interest of your ideal clients and nurture those relationships well ahead of making an offer. Embrace one tactic at a time and give it your full attention. Once it’s working for you, you can then add another growth tactic to your business and create a constant flow of business.