Whether you’re a startup or seasoned entrepreneur, a common challenge for business owners is how to generate a certain volume of leads that you can nurture through a sales funnel in order to sell your product or service.
Over the last 13 years I’ve created and sold 3 businesses and have always been fascinated with lead generation. If you want to run a lean business (who doesn’t?) testing new ways to bring people through your font door (virtual or physical) becomes a top priority.
Unfortunately, we often get caught up doing the same thing that’s driving “low to ok” results and we put testing strategies in the “too hard” basket. I get it, you don’t have the resources to spend a lot of time on testing and your day is full delivering your services and products to clients and keeping them happy. Also, you’re probably your businesses’ accountant, lawyer, receptionist and sales manager. The life of an entrepreneur! I do love it!
Over the last few years I’ve been working daily with business owners on how to bring more leads into their business and recently tested a strategy in my own mentoring practice that generated 100 new leads in 5 days.
You probably have heard the saying that “Content Is King.” While content can certainly be a valuable asset in your marketing and engagement strategy, you’ve got to be creating content that has massive value and appeal for your ideal clients and customers.
If you’ve been on the Internet recently, or even scrolled through your Facebook news feed, you would have noticed the amount of free content that is available to you as a business owner. So how can you stand out and create content that people actually want enough to hand you their email address? You need to provide solutions to their most prominent problems.
It sounds easy, but to successfully do this and generate high volumes of new leads you need to have a deep understanding of what challenges your ideal clients and customers are facing. Look at the clients and customers you’ve served over the last 6 months and identify what things you’re commonly asked to help them with. This will be a big indication to shape your piece of content marketing.
So, in February I went through this process to come up with “10 Ways To Attract Clients In 10 Days”. I went through all the enquiries that had come through the company over the last 6 months. I also looked through the 250 mentoring sessions I completed with business owners to identify common questions and concerns and the number one challenge was how to get more new leads into the business.
I therefore created a simple two-page document, which outlined the most effective 10 ways to attract clients in 10 days.
Once you have come up with the solution you then need to create the tool and promote it to drive the leads into the business. Here are my top 3 tips for creating and implementing a successful content marketing campaign to generate leads:
1. Use A Landing Page. On my homepage for my website I have an opt in offer – Top 40 Must Have Online Tools For Business Owners. I also created a landing page for this tool right here. I have an 85% higher conversion rate for those who were directed to the landing page rather than the homepage of my website. Leadpages is my go to tool for creating these pages and it’s super inexpensive compared to what it can do for your business.
2. Tell people about what you’ve created. Once you’ve created your piece of content marketing, ensure you have a link to it on your Facebook Page, Twitter and Linked In profile and also add it to your email signature. Of course, tell your current database about it! You should even encourage them to share it with their friends by offering them an incentive to share it in exchange for a free gift of some sort.
3. Spend some money. Give yourself a budget of $50 to promote the campaign. Depending on where your ideal clients and customers are hanging out, you might decide to spend it on Facebook adverts or Google AdWords. Test a few different variations of your ads (copy and image) and see what gives you the best return on your investment.
So what are you waiting for? Start working on figuring out the biggest challenge your clients or customers are facing and provide them with a solution! Then watch new leads come through the door!