Do you have a plan for your lead generation?
Or just do a bit of advertising, networking, referrals, SEO, and some social media – basically a bit of this and that?
Of course all businesses are ‘different’, what works for one won’t necessarily work for another, but, one common thread for all should be to NOT rely on just one or two lead generation sources. If one fails, your business suffers – multiple ways of getting leads means, if one is impacted, your business continues while you fix the problem one.
A past client (café/catering business) relied mostly on passing traffic, a major business house nearby, and word of mouth, but were at risk of any big clients changing their ordering (there was a major competitor for the catering).
We analysed where they wanted to get business from (their ‘avatar’), worked out how best to attract their attention – created a marketing plan, with multiple lead generating options (e.g. a regular Facebook campaign; bought a list of local businesses; conducted a ‘lumpy’ mail campaign; did advertising, just to get leads; created a referral program).
They have grown from two to three cafes, bought the client list from their catering competitor who went under (due to other troubles not my client’s actions!) are growing strongly and have sold the catering business for a good profit to concentrate on just the cafes.
So what might you do to get leads?
Here are a few lead generation suggestions (and if your first thought is ‘not for me’ see how it could be adapted to work for you) and remember, some could be done in ways that reinforces each other to increase the result:-
Networking groups (but only those effective for you)
Referrals (create a program to formally seek them)
Advertising (lead generation not ‘sales’)
Industry Associations (see what others do!)
Special Interest Groups (that cover your avatar’s interests)
Branding (consistent message)
Joint Ventures (with someone who has your avatar already)
Buy Lists (but watch out for ineffective ones)
Affiliates (who will promote you to their list for a share of the sale)
Public Relations (stories for the media to fill their space)
Local Council (development officer)
Publicity Stunts (think Richard Branson-like)
Sponsorship (local teams)
Blogging (informative content)
Guerrilla marketing (your material close to where a competitor has theirs)
Podcasts (be interviewed by someone with their own list)
Happy lead hunting.