Tuesday, 12 June 2012

“How to generate more leads for my business?”

“How to generate more leads for my business”: by Jason Li 2012 ©

“How do I generate more leads for my business?” is one of the biggest business questions of all time, and I’m not foolish enough to say I have the definitive answer. But you want to know how to get more business? Well I can provide you some ideas that get you closer to where you want to be.

Everyone in business will be at a certain stage in their growth cycle and want to get from A to B. B is the goal. What I can offer are ideas on how to get to B that I have seen work for some businesses.

Lead generation software

Is lead generation software or a lead generation service the answer? Certainly if you find a good vendor for either method and it works then you have done very well. As you can see in the article about the sales funnel... no new prospects equals no business. We all need new leads and new prospects. So if you have found help in generating leads then definitely use it, as long as it is profitable.

Website lead generation

However, in the modern age, there is a more permanent way to generate business for your business, and that is with a website. With a website that contains the right targeted content to keep your prospects in your targets niche segment interested, you can keep all the prospects engaged in your products and services so that when they are ready to buy, they are likely to buy from you.

With a well constructed and written website, you can also find prospects on other sites and direct them to your web site and move them through your sales funnel.

Best of all, you are in control of the lead generation asset. A website is an asset owned by your business – whether or not you develop it or you or another outsourced vendor is the administrator.

But firstly let’s double check how does this compare to other lead generation methods?

No more cold calling, networking and gatekeepers

In an ideal world we wouldn’t need to do the above anymore and just sit back and rely on the website to generate leads. But I’m not advocating this too in a contradictory way. You see some people are brilliant at getting leads from cold calling or networking, so why stop. In fact, if you are good then do more (See the Pareto Principle) as you have found an effective lead generation method.

So yes, if you are a cold calling guru, keep going if it gets you results. But keep in mind that even cold callers use websites to search for information when they were looking to buy a certain product or service. A website has also helped a cold caller out there in some way decide who would be their vendor when they wanted to buy. Imagine now if you could also generate a few inbound leads for yourself too.

You should see websites as a great add on to your existing lead generation method. Any enquiries you get should be further advanced in your sales funnel. Especially if the prospect has decided they want a product or service like yours and are actively looking for a vendor to fit. And guess what, after being on your website they know about you and trust you more than many of your competitors, so you will be ahead of the rest at this point in the funnel.

If you’re worried about having a website that educates a prospect and then they go elsewhere; well don’t. If you are worried, it means you have just created a general educational brochure site and have failed to create any added value for why the prospect should use your products and services. Keep on reading to see how to combat this.

Keep visitors sticky on your website

The only way to make sure prospects are interested in returning to your website is by making it sticky. If you have problems such as people visiting your site and then leaving after looking at a few pages or never returning again, then possibly your website is a half hearted job.

Remember the articles I have written about creating value and marketing, the reason your website is not helping the prospect to buy from you is that it is offering nothing to be of meaningful use or value to your prospect.

Your website might also be too general and try to capture everyone who ever logs online. Have you ever come across someone who says if I start a full English breakfast cafe then I will get everyone who eats breakfast. It’s just not possible. If you look at my sales funnel article, you will see that your website has to be targeted.

It is not easy. I have a background in marketing strategy and worked with entrepreneurs on marketing strategy. I’m not as conceptual as some consultants who want to draw out the award winning big idea and concepts into weeks of consultation, I’m a bit more let’s get down to basic marketing strategy and fundamentals before jumping to slogans and concepts. If the big idea fits, then great. But that’s not the sole major objective when pleasing the customer. But if you cannot have a really good grasp of marketing strategy and understanding the consumer then you’re going to end up with possibly a website which is maybe well written and pleasant looking but not effective. Then when you look at the results a few weeks down the line you will say it can’t be the website as it looks really cool and reflects how I like to see a brand to be seen.

Unfortunately, this is where I have to let you know that you will have to get a person with a very good understanding of marketing strategy involved in making sure your website has the right targeted information. Of course, you want the website to have nice design too. But cool design and a good looking website alone will never get you leads. If this was the case, every good looking website will be owned by a multi-millionaire. All graphic designers or website designers would be millionaires. The most expensive looking websites would take the most market share.

Relationship building

Websites built on good marketing strategy with targeted content will keep prospects in your sales funnel. Some prospects can take a long time to admit they are ready to buy. Some will simply wait for their current supplier to upset them enough before they “can be bothered” to change. But over time, people make the change.

A good website will be automated in keeping prospects interested in working with your business when they are ready. In marketing it is simply “top-of-the-mind-awareness”. You are already talking in their language. The prospect knows that you can help them achieve their goals, whether it is a good hair style to be more attractive to finding pet food that keeps their pet healthy to software that helps their business productivity.

Once a prospect is on your site, you can keep them engaged longer in your products and services until they are ready. They may even move themselves through the sales funnel by sharing your information with other decision makers. You might find a web page which is read the most and tells you scientifically what it is that gains people’s interest.


Once you have a prospect converted to a customer, how do they let others know about your business a year down the line? Well it’s easy for the new customer to tell a friend...because they spent a long time looking and reading your information you created for them which is of high value. So you are harder to forget.

Moreover, you’re on the internet so their friend can also learn about you in their own time and take themselves through the sales funnel.

Could a website help bring you and your prospects closer to being a customer? If this has website has given you new ideas or angles to look at your business, would you make a referral to a friend?

No comments:

Post a Comment