Online Lead Generation Basics for Small Business Owners

The web offers excellent opportunities for marketing and promotion, but the competition is fierce. How can you generate leads in such a competitive environment with little or no previous experience? Let’s start with the basics first. Discover the 3 steps which you need to take and how to do this properly.

1. Content Is Key

The big question is how to attract visitors to your website and make them willing to seek further interaction with your business. You have most probably guessed to answer: high-quality content which is optimized for the search engines.

What kind of content? The content for lead generation should be designed to target prospective customers who are at the first two phases of the buying cycle and possibly in the third one. This means that your content should be focused on creating a necessity for your product (phase 1), on educating consumers about it (phase 2) and on helping them compare different options (phase 3).

What type of content is best? Articles and blog posts are still fundamental for online lead generation. However, you will also benefit from using high-quality video. Tests have shown that it can lead to an increase of over 30% in signups. Photos are important, especially if you are presenting a physical product.

Don’t forget to use the social media for promoting your content. Cover the major ones, Facebook and Twitter, and ones which are popular with your target audience.

2. An Irresistible Offer

The goal is simple – to make them an offer they cannot refuse. There are various options, depending on the type of product or service which you offer. These include free gifts, access to valuable content, free trials and discounts.

Study your target market well to get a precise idea of what makes them click. You can also check what your competitors are doing and try to beat their offer. It pays off to use psychological triggers such as a limited time offer which helps you create a sense of urgency.

Devote a sufficient amount of time to creating your call to action. Use attractive keywords and make them big. Make sure that the CTA stands out among the rest of the content on your website.

3. Signup with No Hassle

Ask for less and you will get more. This is the rule of thumb to follow when creating signup forms for online lead generation. In most cases, a name and an email should be perfectly sufficient for the purposes of a small business. If you want more information, you can get it once you establish a more personal contact with the prospect. If the signup form is used for creating an account on your website, it is best to make the sign-in with an email and password. By eliminating the step necessary for creating a username, you will reduce the rate of abandonment even further.

Another essential thing is to avoid giving users multiple options when they are about to sign up. This can lead to confusion and will increase the risk of them leaving. Make things straightforward.

Generating leads online requires hard work and dedication. Get started now.