Lead generation is something that all businesses need to grow. It’s the lifeblood of sustainable cashflow, of healthy business and of success. And yet often the lead strategies employed don’t work.
Why?
Because we complicate it and we don’t do the hard work upfront. Paying for clicks without setting up your brand for success can work, and it’s proving to be more and more expensive to get diminishing returns.
The market is saturated.
In any given town, any given city, any given country, there are multiples of us. Of what all of us do, of how we define our brand promise and how we speak about it.
There is no differentiator.
To leverage success, you need to build a platform of trust. Upfront. Before you start paying to play.
Look local.
Note your geographic location, get seen in front of the people in your community. For most SMEs, this is where business will be generated, and these are the people who will be your champions.
What’s your solution?
What are you selling, what key problem are you solving? Define one of them. Keep it simple, keep it compelling. Keep it easy to understand.
Who needs you?
Having a great solution that no one has a problem for, doesn’t translate into business. It translates into frustration, confusion and a spiral. Make sure you test, ask and seek advice. Is the thing that you are so passionate about going to be needed?
Define their motivation.
People are different. We all have something that is important to us. Cost saving, a sense of feeling good, emotion, appeal to ego. Learn the drivers for each type of person within your cohort and use them to tell your story. Consistently.
Show up.
SEO is back with renewed vigour. AI loves a good bullet point list, so get writing. One blog a month. It’s all you need to start. Just be consistent and put the work in. Combine this with video on the platform where you know your customers are and translate this to your website as well. Yes they still work.
Now pull the trigger.
When you have content that demonstrates your knowledge, when you are talking with your own brand voice and have done so consistently, run an ad.
Watch it pay off.
All that work over weeks or months will make your conversion rate higher. Why? Because you’re now speaking to people that have seen you, or can find you and get their own sense of what you are about.
You’re not selling.
Now you’re presenting an opportunity to people who like what you stand for, and when they have a need, they will click, say yes, and convert.
You already know your best leads.
Chances are, they are in your pocket. Leverage your database, reach out to reignite old clients. Ask them what is happening.
One step at a time.
They will come, just be smart, do the small things, show up and be consistent. That’s it. It’s that simple.
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