I was just going through LinkedIn questions, when I found one asking the best ways for a small business to generate leads. There are many ways to do this. First off, it’s important to understand that the internet has replaced the phone book.
I just watched the movie Searching For Bobbie Fischer again. You know that scene where the kid sits on some phone books to be able to see, when he plays chess with his dad? That’s about the best use for these massive books anymore.
With that in mind, I would direct the majority of your lead-generating effort online. Networking and cold calls are still important, but you want to make sure that what people see 24/7 is the best representation of your business.
Website—This is the best place to start any effort to gain more leads. Make sure you’ve got a current, competitive design. Make sure it looks right on a mobile device. Many designs look dated. Your customers can tell. Make sure it has a solid navigational structure. People should also be able to easily contact you. It should represent your business like an online salesperson.
SEO—Search Engine Optimization is also hugely important. This is the practice of making sure your web site and your business are represented well in the search engines. Quality content, the proper back end tags, strong social media, and link building all come into play here. You can have the most beautiful website in the world. If no one finds it, you won’t have any leads.
Social Media—My first social media lead happened like this. I watched the fireworks for the town I lived in. I tweeted that I was doing so. Somebody else responded to me. A few months later that somebody else needed a web site redesign for their business. They called. Social media leads can take time to formulate. It is crucial for any business to have a network of customers and potential customers to engage with on a regular basis. This will only increase the strength of your brand. You never know who you will find, and where you will find them.
Press Releases—Make sure and try press releases and online press releases. Are you a new business? Are you celebrating an anniversary, or have a newsworthy product release? A press release can help. There are plenty of distribution sites out there that will help get the word out. Don’t forget about your local news agencies. They can still kick up some business for you.
Networking—Old fashioned networking groups still help. Go. Find people in other related businesses, and make connections. Again, they may not need your services for months. But it pays if you are the one they think of when they do need your services.
Cold Calls—I have to admit, not my favorite way to find leads, but it can be effective. If you call the right places, and enough of them, you may be able to find a job or two.
If you have a strong message, and use these strategies effectively, the leads should follow.
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