3 Practical & Effective Ways to Build Leads for your Business
For many business owners, particularly those who have just started out, being time-poor means too much time working in their business, rather than working on their business. This can take its toll on generating new leads and bringing in more customers, because the time spent on day-to-day operations takes precedence. As a result, business owners who are looking to take their marketing to the next level and grow their leads want to know that whatever they spend their precious time doing will give them the best possible chance of success. So with that in mind, here are three practical, effective ways to build leads for your business.
One of the most cost-effective and scalable forms of advertising is online, particularly on social media. The reach potential and active usage of platforms like Facebook and Instagram mean businesses have access to thousands of potential customers – and those who know how to market effectively to their target audience can see their online leads increase exponentially. Establish a profile for each different type of customer you have, or want to have. Tailor any content you publish to social media platforms to those customers, and leverage other peoples’ content by sharing or re-posting (with the appropriate reference, of course); hit the right hashtags; and carefully organise your presence online to send messages regularly, without being annoying. While finding the balance can be tough, imagine yourself in their shoes – you wouldn’t want to be bombarded with the same old story, but you still need consistent contact to maintain brand awareness and remain top-of-mind.
There are people out there searching the internet for exactly what you provide – so how do you reach them at that point in the purchasing decision? Google Ads, when implemented effectively and maintained regularly, can put your business in front of potential customers right when they are looking to buy. The flexibility and scalability of Google Ads means that you can start small, with a lower budget, and strategically target specific search terms and keywords that apply directly to your business. Once you get some traction with that, tweak your targeting, increase your budget, and experiment with different search terms to diversify your ads between competitive and less-competitive searches. Another advantage of Google Ads is that you’ll only pay when someone interacts with your ad (e.g. clicking on the ad to go to your website; or directly calling your business from an ad), meaning you can achieve excellent return on investment (ROI) with relatively little outlay.
Electronic Direct Marketing (EDM)
EDMs, otherwise known as email marketing, is another great touchpoint for building leads for your business. Even simple things like putting together a newsletter once a month with interesting and relevant articles for your audience (or potential audience) can be an effective way to nurture brand loyalty and add value for your current and future customers. An example of the lead-building capability of EDMs is the provision of purchase incentives, special deals and offers that people can unlock just by signing up to your newsletter. Once you’ve built up a database of emails, keep in touch with your audience by sending relevant, useful and interesting content, or specials that they might be interested in. Take it a step further by segmenting your email database – this could be separating them into customers and non-customers; separating by interests; age groups; gender; or any other demographic or characteristic that you feel is relevant. Once you have a segmented database, tailor your content to those segments to ensure your messages are hitting the right notes.
No matter what stage of business you’re at, whether you started last week or have been in the game for 20 years, it’s crucial to never underestimate the importance of generating leads. Customers are the lifeblood of a business, and finding creative and effective ways to keep them rolling in is certainly challenging – but important nonetheless. By taking the time to tackle things like social media, Google Ads and EDMs, you’ll be making steps to build up your brand as a trusted name in your industry, and place your products or services at the top of the pile.
Does your business need a brand health check? McKinley Plowman offer a FREE initial consultation, where we’ll explore your current marketing strategies, help you determine where you want to be, and identify ways to bridge that gap. Visit our website for more information or contact us on 9301 2200.
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