Lead generation is a process that helps connect new clients – also called leads – to a business’s services through online platforms and secure communication. When your business has a strong online presence that adequately markets or advertises your services, clients can easily reach out to you directly to gain more information, therefore becoming a new ‘lead.’ Lead generation is essentially the bridge between clients looking for a service and you, the business owner, providing the outlet for such services. With targeted marketing skills and proper lead generation practices, you can boost your online presence and potential leads can be directed towards you to increase success.
Enhancing your niche is one of the most important steps if you want lead generation techniques that are long-lasting. For example, if you’re a local contractor that wants to increase your leads to build business, you’re better off promoting individual projects or your specialization, versus a ‘general contractor in Michigan,’ as these terms are quite broad and can be difficult for potential leads to find via search engines. Instead, we recommend phrases like, “Floor Contractor in Grand Rapids” to create your niche and draw in clients looking for specific services.
Your online content is also important if you want to convert new leads. When online content is lacking organization, information, and overall creativity, clients are less likely to engage with you directly due to website complications, uninformative social media, SEO, or boring email campaigns. Instead, your content needs to be engaging and targeted so that leads feel the message is personalized when they decide to interact. For example, if you’re trying to market a photography business, you might consider innovative social media tactics and website designs so that clients can see an example of your work and therefore convert. Non-creative online content will ultimately reduce leads and keep your online progress at a standstill.
When a new potential client is looking for a particular service or product, they’ll often turn to the internet and search engines to find what they’re looking for. So, how can you ensure that a potential client will reach your services? Most lead generation websites are localized, meaning that clients in the area can easily be directed to your website if you’re also in the area providing the services they need. This narrows down the search for clients so they aren’t given options that are unattainable due to location. Once your content is localized and tailored towards clients in your target area, you can then focus on providing easy communication so clients can reach you directly or incentives that will want them to contact you. These incentives can be anything from promotions, discounts, to contact forms which are easy to use. Securing clients means turning a visitor into a new client.
Credibility is another feature that will ultimately drive clients to engage and convert into new leads. Clients are much more likely to interact with a company that is established, appears organized and secure online, and is somewhat known. By using company logos, unique designs, and nicely written content, clients are more willing to trust your services via your online appearance. Including customer reviews, photos of previous work, or examples of your services, also helps clients feel confident in your work and can push them to eventually convert in to a lead.