What is Lead Generation & How Can it Help Your Small Business?

Lead Generation Small Business

Lead generation is a critical ingredient for any successful business — no matter your industry — as it can effectively drive sales on a consistent basis. Yet, according to BusinessInsider, only 42% of small businesses have a solid lead generation plan in place. 

Sadly, without a plan to attract new leads consistently, your small business will miss out on the incredible opportunities lead gen can offer, and may even be left behind as a result. To avoid this, we — here at Venture Digital Marketing & Consulting — suggest focusing on new ways to get leads onto your small business’ website. 

What is Lead Generation?

Lead generation refers to the process of getting potential customers (AKA leads) onto your website and — ideally — into a sales funnel, such as an email marketing automation. The best way to attract leads is to offer something of value in exchange for a user’s contact information.

There are many lead generation methods out there — referred to as ‘lead magnets’ — however, you must ensure to market them correctly by targeting the most relevant audiences possible.

For example, if you start a lead generation campaign for a wedding dress store, you should make sure to target women who have recently gotten engaged’ some ad platforms (like Google Ads) even let you target users who frequently visit specific URLs. 

Creating and Marketing a Lead Magnet

When it comes to choosing the right lead magnet for your business, you’ll need to consider a number of unique factors, such as the industry you’re in, the products/services you sell, and your business’ location.

However, there are a few lead magnet ideas that work well for just about any small business out there. These can be further customized to suit your specific business as well. 

Special Promotions/Sales:

Offering your users a special discount for your products or services is a great way to incentivise them to provide their contact details. This could entail emailing a printable PDF coupon that can be used in-store or online.

Piece of Content:

Another fantastic lead magnet idea is to provide an educational piece of content. Some examples include an eBook, white paper, or even a series of blog posts specially written for the segment you’re targeting. 

Customer Loyalty Program:

This lead magnet is mainly for retailers and allows users to receive special perks — such as annual discounts on products — and earn points for signing up. 

Once you’ve created your lead magnet and a landing page to send traffic to, it’s time to begin marketing it. This can be accomplished on a multitude of platforms, however, Google, Facebook, and Instagram seem to garner the best results. 

This is due to the amount of traffic/users these sites already see on a daily basis, which gives your marketing campaigns an opportunity to be seen by a massive amount of people. Keep in mind, though, that you’ll need to focus heavily on targeting your campaigns to relevant users. 

If you need guidance when it comes to lead generation, get in touch with the digital marketing experts at Venture Digital Marketing & Consulting today or give us a call at (714) 656-7281.