Lead generation for small businesses
We live in a competitive world and there are any number of financial services companies offering very similar services. As a business, this requires you to develop some more creative lead generation strategies to attract new clients.
The initial step to winning new clients is to generate leads – potential clients who are showing an interest in your brand, potentially via a website or newsletter for example.
Lead generation involves an initial contact with the potential client and obtaining their contact details as a first step to developing a relationship.
A company website is usually a good first step to enable the collection of leads via forms and landing pages, however there are other effective lead generation strategies to consider. As with any marketing activity, I would always recommend initially focusing on a couple of strategies initially, to ensure they are well executed, to them evaluate their performance before expanding to other ideas.
Website landing pages
These are standalone web pages that have been created specifically for a marketing campaign and, and unlike regular web pages, landing pages have one objective – to guide visitors towards a call-to-action (CTA).
Using compelling copy and a CTA, you can direct them to your social media channels, or they allow for future contact via email and potential relationship development opportunities.
Call to action
A powerful call to action is something to be utilised across all marketing material, from emails to your website. Encouraging users to sign up for a newsletter for example, or to request access to an online tool related to your service – a pensions calculator or guide to saving for children for example.
This content is used to hook the target market and get them to act.
It is advisable to keep CTAs short, actionable, and easily clickable. Using one to two words that direct users to take a particular action and use a highlighted colour to make them stand out.
Whichever CTAs you choose, they should be strategically designed to encourage action that allows you to gather contact information or engage them further in the relationship building process.
Utilise email marketing
There are a multitude of eMarketing tools available to enable businesses to create and distribute a regular newsletter or other updates to prospects. The most effective emails tend to be short and catchy with a strong CTA. Business to Business (B2B) prospects receive hundreds of emails a week, and you need to consider the content you are delivering to them – how does it add value to them, what problem are you solving for them.
The data available via email marketing also helps you distinguish between your high-quality leads and those who are not showing as much interest. The leads who engage with your emails, whether by opening them or clicking on a link, are more serious about becoming clients. This group of people are where you need to spend more time and resources interacting with.
Social media communities
Being active on social media is a valuable tool for marketing. As well as creating your own social media pages, it is important to join relevant social media communities or podcasts and participate in debate and discussion. Identify where your target clients are consuming content online and engage in appropriate ways.
This is not necessarily a place to advertise your business, however providing valuable insight and commenting on trends, using robust data to increase your credibility, can prove valuable. Potentially post questions and answer those of others. If someone is seeking a service that you offer – you are an IFA for example, then direct message a polite, friendly response giving your details if they wish to follow up.
Develop high quality content
Small businesses can benefit from a carefully considered content plan. Consider offering a regular, insightful blog, some simple guides to areas that prospects are interested in, or case studies as to how you have assisted other clients. Content can be used to demonstrate your knowledge and expertise and build trust, but also to show the personality of the business, especially if one of your unique selling points (USPs) is to offer a strong relationship led service.
Blog articles can help readers find answers to their questions and help solve problems. This drives website traffic and can help to generate leads.
Longer articles such as white papers or longer research reports could be ‘gated’, meaning that users need to fill out a form with their details before receiving the content.
Hosting a webinar or in person event
The key to a successful lead generation event is that the content is useful to the attendee, educational and in the case of a B2B target market, it also increases interest if it qualifies attendees for CPD. Webinars can attract people who want to acquire knowledge and hear your insights regarding an area that you are an expert in.
Face to face events do not have to be expensive. You could use your network to co-host an event, for example an IFA event on IHT planning joint with a Will Planning firm. Or an Asset Management business combining with another industry business offering complementary tax planning services to the attendees.
If you need any help with lead generation as a small business , please contact me for a no obligation discussion.
