Small Business Lead Generation: Know It to Grow It

The importance of small business lead generation just can’t be emphasized enough. An exponentially high number of startups are surfacing every day, and need the necessary impetus to make their mark in the industry. Needless to say, with the increasing numbers, the competition is also increasing. This basically means that companies need innovative means to market their products and services.

To satiate their need for fulfilling business objectives, businesses hire the services of small business lead generation agencies that specialize in the field. This is basically intended at getting more market exposure and grabbing eyeballs to get more business. However, the reason why so many enterprises still fail after paying exorbitant amounts is because they lack the understanding of which tactics work best in the market. Make no mistake about it – it’s important to have a basic understanding of lead generation techniques, so that one can judge the performance of a campaign. Of late, the best way to promote any business especially in its initial stages is via the internet. However, the details are very important.

Small business lead generation via the internet has relied heavily on online directories, and the trend continues even to this present day. Social media, a relatively new entrant in this domain, has slowly made its way towards being one of the top preferences for promoting a brand. Also, making an official website has been known to get a significantly high number of leads. So, the basic point is that the agency hired to execute the lead generation campaign should know the nitty-gritties of the online world to truly succeed in lead generation. Such campaigns need to have a holistic approach and can’t operate in water-tight compartments with regards to the business model. Only when this happens can the business be on the right track and achieve the kind of success it desires.

Knowing the business environment for small business lead generation entails getting an understanding of the audience, the competition that already exists and the recent deployments, among others. Getting a better understanding of these factors ensures that the business can devise aggressive as well as precautionary tactics to be employed in accordance with the demands of the prevailing situation. It also allows one to make better decisions and react appropriately in different scenarios. However, one also needs to ensure that leads automatically pour in, after a point in time, so that the business gets in auto mode.

Small Business Lead Generation – Why Online Is In!

More and more people are avoiding yellow pages and directory inquiries and going directly on the internet to search for whatever they need. This presents a never-before opportunity for small business lead generation, with an exponentially high number of organizations understanding the need for taking their business to the next level by giving it the right kind of exposure online.

Essentially, there are two kinds of routes that businesses can take for small business lead generation to be successful. The first among these is via Search Engine Optimization (SEO), which is essentially a long term objective to ensure sustainable growth in traffic. Irrespective of the stature and reputation of an organization, if the SEO activity is not done properly, it can take years to be featured among the top searches on popular search engines. And even if it’s done properly and aggressively, it takes at least a couple of months for the efforts to bear fruit. Sure, there are certain tricks that one can use to get better results, but they can only go so far. Businesses also have a great opportunity in the form of submission directories, which also help quite significantly in search engine optimization at virtually no cost.

Another great alternative for sound small business lead generation is pay per click advertising, which is also known as PPC. This is more of an ‘instant result’ kind of proposition, which gives results on the spot! However, the costs incurred for this activity are also significantly high. Many advocates of its long term gains state that once a website is popular, traffic flows in automatically. However, there are many arguments regarding this theory.

In the end, it’s up to the business as to which route it wishes to take to achieve the desired objective. However, going online is definitely the only route to succeed in today’s times.

However, just because qualifying the call is a very important aspect of the process does not mean that one should jump directly into it. It’s essential to understand the stage at which one should attempt the same. Ideally, the first stage of a sales call is about introducing oneself and talking about the product. Once that has been taken care of, the salesperson needs to begin probing the prospect, with regards to checking how much interest has been generated. The introduction stage during small business lead generation is essentially all about telling the other person why the call was made, and it is very important that the prospect is made to feel that he/she was handpicked from a list simply because the product or service being offered caters to his/her needs.

How Can Small Business Lead Generation Help Your Business

Marketing a business is quite a task, and it’s not possible for everyone to be an expert at it. And when it comes to small business lead generation, the proposition gets even more complicated, since the organization is not known, and probably has to take head-on competition from established brands. In this regard, a majority of the organizations choose to take the assistance of specialist agencies that have proficiency in these operations.

These agencies help companies achieve their desired objective, and there are many benefits of this kind of an initiative, the first one being the fact that the organization can stay assured that experts are working on its campaign. This obviates the need for hiring specialized staff, which is more often than not, quite expensive. On the other hand, doing small business lead generation via outsourcing helps in getting an estimate cost for every lead, which is the best possible proposition for a small enterprise, as it gives an accurate figure of how much needs to be spent to achieve the desired business objective. Thus, the business does not have to go on a wild goose chase, and can instead focus on bettering its offering.

Also, the organization can sort its leads in a better manner, since specialist agencies provide accurate and detailed statistics, segregating the leads into hot, warm or cold leads. In this regard, half of the job is already done, and businesses just need to act upon the leads that are most likely to be converted. Also, small business lead generation via a specialist agency helps in finding out which kind of media is delivering better results than the next, so that the business knows where it has to pump in more investment to get better results. All in all, partnering with a reliable firm is an extremely beneficial step for all kinds of small enterprises.

However, just because qualifying the call is a very important aspect of the process does not mean that one should jump directly into it. It’s essential to understand the stage at which one should attempt the same. Ideally, the first stage of a sales call is about introducing oneself and talking about the product. Once that has been taken care of, the salesperson needs to begin probing the prospect, with regards to checking how much interest has been generated. The introduction stage during small business lead generation is essentially all about telling the other person why the call was made, and it is very important that the prospect is made to feel that he/she was handpicked from a list simply because the product or service being offered caters to his/her needs.

Small Business Lead Generation: Think Big

There are many enterprises that constantly strive to maximize their revenues via small business lead generation, but most of the time it does not work, and one of the mail reasons for the same is that the tactics being used are very old school. It’s a new age, and one needs to be in tune with the times. For B2C customers, the best proposition is to give freebies like a coffee mug or duffel bag with each purchase. Special discount vouchers can also be given away via email upon filling a form or making a purchase.

Also, inbound calling is often not given much importance, but the fact is that despite the widespread extent of emails, people still prefer talking on the phone. So, the small business lead generation efforts of an enterprise can really get a big boost if there is an inbound calling line. It’s even better if the line is toll-free. This is because it gives the customer an impression that the company is in the big league. One can also gain a significant edge by creating a referral system for existing customers, i.e., every time a customer refers a lead which is converted (or not, depending on the business model), a special privilege is extended like discounts, gift coupons, etc.

Small business lead generation can also be done through the company’s website. A small pop-up every now and then, telling people about the new products and services of the company goes a long way in getting more business. An interesting way to position it is in the ‘did you know’ format, so as to create curiosity among the target audience. And lastly, one can get a great deal of exposure by participating in industry events, particularly when it’s about the B2B domain, since a lot of potential customers and service providers mingle at such dos.

Another reason why small business lead generation is considerably different than a regular B2C product promotion is because one has to overcome a barrage of contact persons in the organization. Convincing each of these is necessary to reach the next level. More often than one would like, the person one gets in touch with in the initial stages of the deal is not the decision maker, and it’s important that one constantly follows up and highlights the merits of the offering in the right manner to ensure that the enthusiasm is maintained on the part of the client as well.