6 Lead Generation Tactics for Small Businesses

Emma Siemasko on Lead generation,


Every small business marketer wants more leads. In fact, 85% of B2B marketers say lead generation is their most important content marketing goal, according to Content Marketing Institute.

Unfortunately, many of the lead generation tactics outlined in books and on the internet are expensive and require substantial resources for execution.

Thankfully, there are many clever ways for small businesses to generate leads without breaking the bank.

Small businesses in all industries are finding ways to generate leads online, and they’re doing it by providing their audience with valuable information. If you can give the people what they want, they’ll be interested in your brand and what you offer.

1. Encourage customers to come to you

Today’s consumers are interrupted advertising wherever they go. Whenever they log online, they see ads on their screen. Whenever they turn on their television, they see commercials for products and services.

At the same time, consumers are in charge now more than ever. They can search for what’s most relevant to them, and read reviews from other consumers to understand what purchases make the most sense.

As a small business marketer, you want your audience coming to you. You can leverage content marketing to appear in search results, create eBooks to encourage lead generation, and develop automated email journeys that convert prospects into leads, then into customers.

2. Create an eBook or informative guide

One of the best ways to generate interest in a business is by creating an educational asset that can help your audience.

Kissmetrics

You can compile your knowledge into an eBook and offer it to the audience that would be most interested in what you offer. You can publish a downloadable eBook and ask for an email address in exchange.

For example, KISSmetrics published an eBook entitled “Where Google Analytics Falls Short” to give their audience insight into the problems with relying on Google Analytics.

The eBook includes topics relevant to KISSmetrics audience, but it also promotes KISSmetrics, which is a more robust solution than Google Analytics. People who need the information won’t hesitate to enter their email address to download a copy.

3. Develop an interactive asset

DemandGen found that 91% of buyers are looking for more visual and interactive content. Developing interactive content is a great way to encourage your audience to interact with your business.

Mortgages

This interactive content can take the form of:

  • Calculators
  • Contests
  • Quizzes
  • Sign up flows
  • Assessments

For example, mortgage brokers and real estate agencies include mortgage calculators on their websites to create interactive experiences and gather leads. Trulia, a real estate listings website, offers a questionnaire for those who want to get a sense for what they can afford in their location.

4. Hold webinars or product demos

If people are on the fence about your product, it might be because they need to learn more about it. That’s why webinars and product demos are excellent ways to generate leads.

Much like an eBook, you can create a webinar that gives people information they need to know. For example, if you sell accounting software, you can hold a webinar on tips and tricks for doing business taxes.

In order to sign up for the webinar, people will need to enter their email address. You can then use this information to create a series of sales emails to determine whether the lead is truly interested in what you offer.

You can take this a step further and follow up in different ways based on who attended the webinar. Those who attended will receive certain emails, and those who did not will receive alternative messaging. This personalisation helps to build your relationship with prospective customers.

5. Dedicate resources to advertising

It’s not enough to create assets for your audience-- you need to make sure they see it. Even though there are many opportunities in search and content marketing, advertising does wonders for collecting leads.

Rather than creating ads that encourage people to sign up, you can market webinars, emails, or other interactive content assets. In this way, you’ll give prospects value before they sign on. You won’t begin with the hard sell-- instead, you’ll encourage prospects to get to know you better.

In doing so, you’ll capture contact details, which will allow you to continually market to an interested audience, and get more value from advertising spend. Leads might not be ready to buy, but they may be willing to share their details with you for future purchases.

Start using lead generation software today

Interested in generating leads? Jumplead is a great tool for generating and managing leads with lead forms, landing pages, email nurture and marketing automation. Start generating leads today. Try Jumplead for free

6. Be deliberate with email marketing

Once you have leads, you’ll need to nurture them. You’ll need to inform them about your product’s benefits so that they realize they need what you have to offer.

One of the best ways to do this is through email. Once someone has handed over their email address, you can set up a series of emails to convince them to buy. For example, you might send out three emails:

  • Email #1: Thank you for your interest
  • Email #2: We know you have a problem
  • Email #3: We can help you solve your problem

Lead generation for small business

Lead generation is a priority for small businesses that want to get ahead, but marketers have to be quick and nimble in their execution.

When it comes to leads, you want to create a system that encourages customers to come to you. You want to create a buyer’s journey by demonstrating your knowledge and building trust in your ability to solve your prospect’s unique problems.

Every small business marketer wants more leads. In fact, 85% of B2B marketers say lead generation is their most important content marketing goal, according to Content Marketing Institute.

Unfortunately, many of the lead generation tactics outlined in books and on the internet are expensive and require substantial resources for execution.

Thankfully, there are many clever ways for small businesses to generate leads without breaking the bank.

Small businesses in all industries are finding ways to generate leads online, and they’re doing it by providing their audience with valuable information. If you can give the people what they want, they’ll be interested in your brand and what you offer.

1. Encourage customers to come to you

Today’s consumers are interrupted advertising wherever they go. Whenever they log online, they see ads on their screen. Whenever they turn on their television, they see commercials for products and services.

At the same time, consumers are in charge now more than ever. They can search for what’s most relevant to them, and read reviews from other consumers to understand what purchases make the most sense.

As a small business marketer, you want your audience coming to you. You can leverage content marketing to appear in search results, create eBooks to encourage lead generation, and develop automated email journeys that convert prospects into leads, then into customers.

2. Create an eBook or informative guide

One of the best ways to generate interest in a business is by creating an educational asset that can help your audience.

Kissmetrics

You can compile your knowledge into an eBook and offer it to the audience that would be most interested in what you offer. You can publish a downloadable eBook and ask for an email address in exchange.

For example, KISSmetrics published an eBook entitled “Where Google Analytics Falls Short” to give their audience insight into the problems with relying on Google Analytics.

The eBook includes topics relevant to KISSmetrics audience, but it also promotes KISSmetrics, which is a more robust solution than Google Analytics. People who need the information won’t hesitate to enter their email address to download a copy.

3. Develop an interactive asset

DemandGen found that 91% of buyers are looking for more visual and interactive content. Developing interactive content is a great way to encourage your audience to interact with your business.

Mortgages

This interactive content can take the form of:

  • Calculators
  • Contests
  • Quizzes
  • Sign up flows
  • Assessments

For example, mortgage brokers and real estate agencies include mortgage calculators on their websites to create interactive experiences and gather leads. Trulia, a real estate listings website, offers a questionnaire for those who want to get a sense for what they can afford in their location.

4. Hold webinars or product demos

If people are on the fence about your product, it might be because they need to learn more about it. That’s why webinars and product demos are excellent ways to generate leads.

Much like an eBook, you can create a webinar that gives people information they need to know. For example, if you sell accounting software, you can hold a webinar on tips and tricks for doing business taxes.

In order to sign up for the webinar, people will need to enter their email address. You can then use this information to create a series of sales emails to determine whether the lead is truly interested in what you offer.

You can take this a step further and follow up in different ways based on who attended the webinar. Those who attended will receive certain emails, and those who did not will receive alternative messaging. This personalisation helps to build your relationship with prospective customers.

5. Dedicate resources to advertising

It’s not enough to create assets for your audience-- you need to make sure they see it. Even though there are many opportunities in search and content marketing, advertising does wonders for collecting leads.

Rather than creating ads that encourage people to sign up, you can market webinars, emails, or other interactive content assets. In this way, you’ll give prospects value before they sign on. You won’t begin with the hard sell-- instead, you’ll encourage prospects to get to know you better.

In doing so, you’ll capture contact details, which will allow you to continually market to an interested audience, and get more value from advertising spend. Leads might not be ready to buy, but they may be willing to share their details with you for future purchases.

Start using lead generation software today

Interested in generating leads? Jumplead is a great tool for generating and managing leads with lead forms, landing pages, email nurture and marketing automation. Start generating leads today. Try Jumplead for free

6. Be deliberate with email marketing

Once you have leads, you’ll need to nurture them. You’ll need to inform them about your product’s benefits so that they realize they need what you have to offer.

One of the best ways to do this is through email. Once someone has handed over their email address, you can set up a series of emails to convince them to buy. For example, you might send out three emails:

  • Email #1: Thank you for your interest
  • Email #2: We know you have a problem
  • Email #3: We can help you solve your problem

Lead generation for small business

Lead generation is a priority for small businesses that want to get ahead, but marketers have to be quick and nimble in their execution.

When it comes to leads, you want to create a system that encourages customers to come to you. You want to create a buyer’s journey by demonstrating your knowledge and building trust in your ability to solve your prospect’s unique problems.

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