Small Business Lead Generation

Small business lead generation doesn’t have to be a daunting task. You have an excellent product, your service is unlike any that many people will find in your type of business, and many people have an interest in what you do, but they just aren’t making the buy. This is where small business lead generation can help you out in gaining the interest of the prospects and turning them into customers.

Sometimes small business lead generation involves giving a little in order to receive a lot. A good example of this is doing something like offering a free guide to a particular service your business specializes in order to get the attention of potential customers. Anytime the word ‘free’ is thrown out there, you get the attention of all sorts of people. In turn, you are gaining leads and from those leads you gain customers.

Your small business lead generation strategy may also be something like offering a free download on your website (games, software) if visitors register their name and contact information on your site. If you can’t do downloads, you can give free gifts and do a “while supplies last” type of promotion to deter freebie hunters who have no interest in your business at all and just want the free gift. That is something you must be careful of when using this as a small business lead generation strategy. It works, but don’t be surprised if some of your freebies are gobbled up by those who have made it a career to post your site on the net as being a ‘freebie’ site. It is true that you may generate leads since freebie hunters need certain products and services too, but be aware that this does occur and use your best judgment since giving away free stuff is a very good small business lead generation tactic.

Another great tool in small business lead generation is once you have the leads, create a print newsletter in your store or an e-mail newsletter for those who have registered on your site. Keeping your current and potential customers up-to-date on your products and services is a great way to keep the same customers coming back over and over and that means they will tell their friends. The best small business lead generation strategy is when your current or potential customers see something in your newsletter that prompts them to call their friends and say “You know that such and such you were looking for? Well, XYZ Company has it and they have a great price on it.”

Through small business lead generation you are building relationships, retaining relationships, and opening yourself up to a whole new world of marketing strategies. And don’t forget, you want to do these things so that people will tell their friends and keep the word of mouth domino effect going strong. That is going to be the best small business lead generation you will ever find, but you have to give the dominoes a little push in the right direction first.

Small Business Lead Generation Made Easy Online

With people giving Yellow Pages and directory inquiries a miss and going straight to the internet to search for local businesses, it is essential for small businesses to both have an online presence and a small business lead generation system in place. There are two roads to go down to get more business prospects – SEO (search engine optimization) and PPC (Pay Per Click).

SEO is more of a long term goal, as it can take months to get high up on the search engines for the keywords people are typing in to find your type of small business. Of course, if you do know some tricks of the trade you can get more exposure faster and your small business marketing will pay off a lot quicker than that. The major search engines do cater for the local small business.

Google offers a free local listing, which all small businesses should take advantage of. Google ‘Google Local Business Center’ and you will find where to sign up. You will need a free Google account to set up this listing, and then you can enter in your business details and your business classification. Google will then mail you a postcard with a confirmation pin number on, which you will need to enter to activate the local listing. Once you are live, people performing searches in your local area for your type of business are likely to see your business listing and a map at the top of the Google search page. It’s a great start to online lead generation, as people find your business quickly and easily.

Yahoo offers a similar service. Do a search for ‘Yahoo Local Listing’ and take a look at what they have to offer. They do have a free basic listing, but the monthly paid “enhanced listing” option is worth considering, as you can enter in a detailed business description, more photos and offer online coupons to encourage your visitors to pick you over your competitors. These online coupons are great for both B2B and B2C lead generation.

Having these listings in place give you a good head start in getting your website found when people search online for your business type. They are just a small fraction of the many ways that SEO can get your website noticed by your business prospects. Other ways include finding sites with high PR (page ranking) and getting backlinks from them, as well as entering your business details on online directories. Your customers need to be able to find you for small business lead generation to be successful.

Now, if you are looking for a quick and worthwhile use of your business resources to generate leads, then the way forward is to use PPC. Unlike using SEO, you can often see results and traffic on your first day using this method of B2C and B2B lead generation. Google AdWords is the most popular and most effective PPC program used.

As small business marketing using PPC is fairly new and local keywords still relatively cheap, it is an ideal method for small business lead generation. You sign up for an AdWords account, enter the local keywords that you would like to bid on, and depending on the competition and how much you bid, you are on the first page of Google straight away and people can find you. You only get charged when people click on your ad, and you can track and test what keywords are most effective.

In conclusion, you can see that SEO is important in the long term for getting your site ranked high in the organic listings, but in the meantime, while you are achieving those high rankings you should use PPC for your small business lead generation.

Lead Generation for Small Business Made (REALLY) Easy

Lead generation for small business is the best business-generating tool, method or strategy I know of, bar none. Properly executed it can lead to an increase in sales-conversions of 1,134% – and that’s a real number from the trenches.

So here are 3 reasons…

Lead generation for Small Business

Is so powerful and here’s how YOU can easily put it to work for you in your business.

First, it completely differentiates you from your competitors. Almost without exception, your competitors are focused on sales. Their ads, their websites, their whole attitude is based on the idea they must make the sale. As a consequence their only marketing strategy is to try to sell “off the page”, and so they get (if they’re lucky) a 1% conversion rate and an appalling ROI on their marketing and advertising efforts.

Secondly, it changes the whole dynamic you have with your prospective customers and clients. See, they have the advantage in that they have money in their pockets you want in yours… and you have to get them to give it to you instead of to your competitors. By doing lead generation the right way, small businesses can get that valuable “foot in the door“.

And thirdly, it means you have several bites of the cherry, so to speak, and get the chance to form a relationship with your prospective buyer… meaning you’ll not only sell more but also, generally, be able to sell at a higher price.

So, how do you put it to work for you?

The first thing you need is a way of collecting names and contact details — and these days the easiest and most convenient details to collect are email addresses. The explosion of the Internet’s popularity has been a real windfall for small business marketing, even if most small business owners don’t realise this yet.

Why?

Because the low cost and simplicity of getting local people online to visit their website and exchange their contact details for some small but valuable item of information (e.g. a special report or guide to choosing, say, the best electrician, house painter and decorator, butcher, baker, and candlestick maker) represents a remarkable opportunity. Imagine… how many electricians in YOUR local area are giving away a free report about how to choose an electrician, or plumber or car mechanic without being ripped off?

None, I bet.

So the ones who do it will be perceived very differently from (and better than) their competitors.

The key to this can be summed up as “begin your relationship by giving“, which is the exact opposite of the traditional method of doing business. And once you have their details, you can market to them by email and other means at your leisure, taking the softly-softly approach to things rather than the hard-sell.

Fact is, though, almost no small business has the courage to do this – but those who do… well, they reap the benefits.

And they reap them to the tune of an increase in conversions of 1134% or more — that’s more than TEN TIMES as many sales just by switching from an immediate-sale model of marketing to a lead-generation model.

And that’s got to be worth it, hasn’t it?

Small Business Lead Generation – Pay-Per-Click Advertising

Small business lead generation using pay-per-click ads can be very challenging. In fact, paying for leads can either make you really rich or drive you out of business. Google makes a ton of money every year from pay-per-click ads. Most of the money that they make from these ads did not generate a single bit of additional revenue to the companies or entrepreneurs who purchased them. However, there are a few people out in the business world who pay a little bit of money to Google and generate millions of dollars in return. They don’t generate this type of income by accident. These entrepreneurs just have a better strategy than the ones who end up losing money on pay-per-click ads.

How to Lose Money in Pay-Per-Click Ads

The Uninformed Entrepreneur says, “I am not making money from my website because no one is coming to my website, so I will invest in pay-per-click ads and that will make me money.” No, that will cost you hundreds or thousands of dollars every week with very little, if any, return on your investment. Effective advertising leverages or magnifies the return that you are already getting from your current sales channels. If your website is not generating leads or business for you before you invest in advertising, then you will be magnifying a zero return. 300% of zero is still zero.

Most people use pay-per-click ads as the starting point, and when they do, they will almost always lose money. They are betting their business capital on an untested experiment. It would be like buying a thoroughbred and running down to the racetrack and betting a bunch of money on your horse’s first race. Yes, you would know your horse, but your horse is untested against other horses. However, if your horse wins his first three races, you might want to invest a little in his fourth one.

Your website is the same way. Develop your website to where you are generating leads and sales from those leads. Then, one you have a track record of success, invest in pay-per-click ads. Then you are betting on a sure thing.

How to Generate Lots of Revenue from Pay-Per-Click Advertising

The Informed Entrepreneur says, “I have finally got my business generating new leads from the internet, and now I want to leverage the success that I am currently getting.” Now you can make an informed budget for your pay-per-click advertising.

Here is a highly simplified example. If you are generating 10 leads per week from your website, and you are averaging closing one of those leads for $100 in revenue and $25 in profit, then you could only afford to pay $2.50 per lead to break even. Remember that just because someone clicks your pay-per-click link, does not mean that they will contact you and become a lead. If you have a fantastic website, you might be able to turn one out of every ten clicks into leads, so you could pay no more than $.25 per click to just break even. So pay-per-click won’t yet work for you yet. You would need to increase the revenue per customer, or the profit margin, or the closing ratio (or all three) to make pay-per-click more cost effective for you.

If you invest in an email follow up system and generate the same 10 leads per week, this time you might turn three of those leads into customers. Since you are now able to build a longer term relationship with your leads, you might be able to bundle a few of your products together and generate a higher revenue per sale and increase your average sale to $300. By doing all of this, your cost per lead goes down dramatically. Now for every sale you are generating $100 in profit. With three sales out of ten leads, you generate a total of $300 in profit. You can now afford to pay $30 per lead, so with the same ten clicks turning into one lead, you could afford to pay up to $3 for each click. If you can get quality clicks for just $1 each, you will triple your pay-per-click investment.

So forget the cold calls and spam, use your website to get more leads to call you, and then use pay-per-click to leverage your success, and you will generate great success through small business lead generation.

Writing Pay-Per-Click Ads that Lead to Sales

Once you have a great site and follow up system set up, now you can in some ads. Remember that the goal is NOT to get people to click your ad. The goal is to get people who will buy something from you to click your ad. For instance, if I put “One out of every 100 who click this link will get $1000,” I’d get a LOT of clicks. However, none of them would buy anything from me, so I’d just lose a lot of money. Or, if I am a local dentist in Frisco, Texas, and I place an ad that says, “Free Teeth Whitening Tips,” I’ll also get a lot of clicks, but very few sales. Most of the people who click will just want the free tips, and very few of them will be in my local neighborhood. A better ad would say something like, “Frisco, TX Dentist – Free teeth cleaning with your first whitening treatment.” If you don’t want to go to a dentist in Frisco, TX, you are less likely to click that link. People who do click the link are probably pretty good prospects for you.

You will always have numb-skulls who click your links even though they don’t need or want anything that you are promoting, but you’ll have fewer people click your paid-for links who are looking for something different than what you are offering.

So if you want to generate small business leads using pay-per-click, make your website and follow up system solid first, then use effective ads to target the specific market who will buy your services.