5 tips for lead generation for small businesses

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Developing efficient lead generation strategies that keep their pipelines full is crucial for all businesses. The good news is, a successful marketing strategy can be attainable even for those working with smaller budgets, if they know where to focus their efforts. To help you get started, here are our 5 tips for lead generation for small businesses.

5 top tips for lead generation for small businesses

When it comes to developing lead generation strategies for small businesses, it’s vital to recognise the characteristics of an independently owned company with limited resources. The following tips are great for businesses with small budgets who expect great returns of investment.

1. Optimise your website

Your website is your digital storefront and often the first impression potential customers have of your brand. It’s a powerful tool for showcasing your products or services, engaging with your audience, and driving conversions. This is why if you had to choose one area of your business only to increase conversion, that should be your website before anything else. Here is how:

Update your landing pages

Landing pages are webpages specifically designed for conversion. Lead generation landing pages, in particular, encourage website visitors to express their interest in your business and share their information so that they can be contacted. In this sense, they are probably the most important pages on your website: you can invest heavily on paid advertising, influencer campaigns, and have a beautiful social media presence, but if your landing pages are not enticing and clear enough, you might not gain leads or sales at all.

Optimised landing pages do:

  • Clearly communicate a value proposition and explain how users will benefit from sharing their contact information;
  • Build trust by explaining how said contact data will be used and protected;
  • Use concise and straight-to-the-point text that leads the visitors to action;
  • Use customer logos, reviews, or ratings as social proof;
  • Use eye-catching in-brand web design;
  • Deliver great experience on all devices (remember that mobile users make up most website traffic).

Optimise your lead generation forms

Within your landing pages (and all throughout your website), lead generation forms are the final step in lead generation: the form that will collect your prospects’ details and automatically store them in a safe database.

Some key things to consider to create efficient lead generation forms:

  • What information you want to collect: what do you need to know about your leads to simplify and strengthen your sales efforts;
  • What type of form you are going to use: simple forms are quick and easy to fill out, so you might get more leads; this makes them useful for earlier stages of the customer journey. Complex forms require a higher level of interest, which means they’ll filter out low-quality leads and they are more useful later in the sales funnel;
  • The design should be eye-catching but simple; make sure the text is readable and easy to understand.

Create quality content and leverage SEO

Valuable, relevant, high-quality content targeted to your specific audience will attract potential customers to your website organically and help you establish yourself as an authority in your industry.

Online content is so versatile that you could write an in-depth blog post about a topic, then turn that post into a podcast episode, and film the recording of the podcast to use as clips throughout your social media channels. Thus, a single piece of content can be used in different media and reach a wider audience. The people who consume your content and find it interesting and useful are likely to follow you on social media or join your newsletter.

It is important to know your SEO basics and best practices when it comes to creating web content. Search Engine Optimisation is the practice of strategies that aim to improve your rankings on search engine results organically. It is one of the most cost-effective lead generation strategies out there, as ranking for keywords related to your industry will drive traffic to your website with low customer acquisition cost. The key here is to optimise your high-quality content with the keywords you want to rank for.

2. Learn to master analytics

Analytics tools are one of the best online assets for a company.

Being able to monitor metrics like website traffic and its sources, conversion rates, and email open rates is crucial to understand where your marketing efforts are succeeding, and where there is room for improvement. It allows you to prioritise higher-quality leads and the tactics that are working better.

It can also help you define your buyer persona better, by identifying the characteristics of your real buyers, which in turn should simplify your marketing campaigns. What’s more, keeping an eye on your analytics over time can give you an idea of how the market and your customers are evolving, so your business can evolve with them and keep providing what they need. 

3. Prioritise retargeting and remarketing campaigns

Paid marketing campaigns are a powerful tool for reaching new customers and get them to engage with your content. But retargeting campaigns (also known as remarketing) have shown to be much more profitable and efficient than first “original” marketing campaigns.

With paid marketing campaigns, you establish a persona and show your ads to everyone who matches that ideal customer profile, according to what the algorithms know about them. Remarketing, on the other hand, identifies users who have engaged with your website or ads but didn’t convert, and tries to re-engage them to turn them into leads. These users are easy to target and more specific than your ideal buyer persona, which makes retargeting a more cost-effective solution than traditional online paid advertising. You could see an increase  in conversion rates of over 150%.

Moreover, remarketing allows you to identify new audiences based on the prospects who visited your website.

4. A/B test different lead generation strategies

With marketing trends constantly evolving and a market that fluctuates, small businesses must stay on top of their lead generation strategies, ensuring that they work efficiently. Marketing is not an exact science, so it’s important to monitor your results and adjust when necessary. This is when A/B testing (split testing) becomes relevant for business owners and digital marketing specialists.

With A/B testing, you can compare two versions of your marketing material. It’s a simple process where you:

  1. Create two versions of the same content: the control and a variant;
  2. Display each of them to 50% of your audience;
  3. Compare their performance and identify the most effective version.

Split testing can be used to ensure the effectiveness of any type of lead generation method, whether it’s landing pages, ads, lead magnets, or lead generation forms.

5. Utilise lead generation outsourcing companies

Small businesses can save valuable time and resources by outsourcing their lead generation campaigns.

Lead generation companies specialise in identifying and nurturing potential customers, utilising the previously mentioned strategies, plus tools and techniques that may not be feasible to implement in-house by small businesses.

Additionally, lead generation companies can provide valuable insights and expertise to help small businesses optimise their marketing efforts and improve conversion rates. With the support of a lead generation partner such as YourShortlist, small businesses can efficiently generate high-quality leads, increase sales opportunities, and ultimately achieve their growth objectives.

YourShortlist has been helping technology and software providers with their lead generation campaigns since 2014. If you want to know how we can help your business find new high-quality prospecting customers, contact us today.