Driving Traffic & Leads Into Your Business

Small Business Lead Generation

The Unstoppable Lead Generation Machine

When you are thinking about lead generation, make sure you have focused on conversion optimisation first. I see so many business owners spend valuable resources of time and money on campiagns to drive a high volume of leads into funnels and processes that have not been set up to convert. 

Think about your website first, has it been conversion optimised to connect and engage your target audience with valuable contnent and insights. Then once they are engaged, do you have offers to give them to convert them into a lead in your CRM. I am talking about guides, reports, checklists for them to download. Webinars for them to register and attend and self-diagnostic scorecards or quizzes to help them diagnose their own problems. 

Now think about landing pages and thank you pages, funnels that you can send specific traffic to for a specific reason, that are designed to convert them into a lead and allow you to nurture a relationship with that lead. 

Finally, think about your sales process and each stage of that process, have you optimised it to convert, so as you send leads along your sales process it predictably turns them into customers and revenue. See my article here – Small Business Sales

When all this is rightm then it is time to start driving a high volume of leads to these assets.

Go Be Remarkable!!

I always try to get my clients to focus on 4 – 5 lead sources and getting these working first, then slowly building out more. 

• Website – Your website should be converting 2 – 5% of visitors into leads each month. So make sure you focus on website conversion optimisation. If you look through my website here, you will see how I offer my “Small Business Growth Guide”, I offer a “Remarkabkle Business Growth Strategy Guide” – I have a self-diagnostic tool called the “Small Business Growth Scorecard” and every blog post is optimised with conversion in mind. I also have landing pages set up such as https://ignitegrowth.co.uk/ugsbg-go/ – set up for senidng paid and organic traffic to. 
• Organic SEO Traffic – My website has been optimised for keywords and all of my blog posts have been optimised to bring in organic traffic to my website. I record videos and add them to my blog posts to boost the Google Organic traffic too. 
• Organic Social Media – I still get nearly 50% of my website traffic from my LinkedIn and YouTube posting, yes it is getting harder but being consitent is the key and posting an interesting mix across a few channels is far more important than trying to post on multiple channels. For me LinkedIn, YouTube and Facebook have been the most successful. Remember to focus all your efforts on dominating one platform first, the one your target audience are most likely to use. 
• Paid Traffic – By far the most scalable source of leads and traffic is paid ads on Google and social media. You need to learn this yourself or find a good partner to out source it to. Do not be tempted to throw money at paid ads, it can get very expensive and quickly. I recommend starting with a £500 budget, as I recently did with a client. Test that budget until it is giving you a reliable 5 – 10 leads per month, then slowly increase your budget and spend. You must constantly be optimising your paid campiagns to work better. I got to the stage with one client where we were making back 8x ROI on what we were spending. He is still using the same campiagn apporach today to drive 50 leads per month, every month. 
• Referrals – You must set yourself a goal of generating 10 referrals per month. These will always be high converting and high value leads. You are looking for customer referrals, so happy customers that you have delighted must be asked if they know anyone else you can speak to. Then also think about partner referrals, what other companies could recommend you to their audience. I have had alot of success with accountants and IT companies here. 

You could also add events to this mix, offline shows to the mix or advertising in trade magazines. Every industry and business is slightly different, so think through the five lead sources you are going to focus on first. Then pick one and get started. I still recommend your website first.

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