Many clients that approach STORY22 for marketing support have already established their business, so their brand looks great, their websites are generating traffic, and they are making sales – it should feel great, shouldn’t it?
But there is one niggling concern: how do they grow their business and take it to the next level?
The answer, put simply, is to generate more sales. And to generate more sales you need more sales leads. This is where a powerful lead generator strategy comes into play.
What is a Lead Generator?
A lead generator is a piece of valuable content that you place on your website to share with your potential customers in exchange for their contact information, such as an email address or contact number.
Lead generators can be produced and offered in several formats with varying purposes. If you are struggling to get started, it might be useful to know that the most popular lead generation tool by far is the downloadable PDF format, because it is easy to produce and share within the transaction. You can utilise PDFs to share a variety of value-content, from “top-tips” to case studies or useful checklists.
Ask your designer to produce something stylish and attractive that reflects the professionalism of your brand. And if you’re on a shoestring budget you can create a simple pdf using tools like Canva.
Why is Lead Generation Important?
Lead generation is the start of the process which turns a pool of potential customers into loyal advocates for your company.
By downloading free content in exchange for contact information, your potential new customers are letting you know that they are interested in your product or service (tick)!
You then engage with your potential new customers by sharing useful communications via email that will build trust in your brand. Let your new customers understand how your product or service will solve the very problem that led them to your solution in the first place and improve their lives (tick-tick)!
Building trust in this way converts more sales at the point of purchase because you have taken the time to let your potential new customers know that your product or service can fulfil their need (hattrick-tick)!
How Do I Plan My Lead Generator Strategy?
Getting started can be the hardest part, so we have put together these four steps to help guide you:
Step one: To generate the most effective leads via your website, start by identifying your target audience –your typical customer. Then ask yourself this question: what problem are they seeking to solve?
Step two: Consider the valuable information your business can offer to this audience. What are your customers looking to achieve by engaging with your product or service, and how can you help them get a step closer to this with the knowledge held within your brand?
Step three: Review the format to produce and share this information – will the go-to PDF format enable you to present this information effectively? Or would a video message have more impact? Popular lead generator formats you could consider:
- Interview with an industry expert
- Reusable worksheet
- A video series
- An assessment or evaluation
- Case study in the form of a magazine article
- Free sample or discount
Step four: Once produced in the appropriate format for your prospects, position the content in an area of your site that fits the purpose, and then promote, promote, promote it! Do ensure that you make it quick and easy for your new contact to fill in their details and download your content – if the process is too complex or time-consuming, you will lose their custom for good.
To grow your business by generating more sales effectively, start to plan your lead generator strategy today.
Take some time to understand the content and samples that will resonate with your audience. Have fun with it and experiment and review your responses and feedback where possible. You can then do your bit to focus your efforts on developing and creating content that develops effective leads, generates sales and propels you to grow your business.
Don’t miss out on opportunities to generate leads for your business while you sleep - for support with your lead generator strategy, book your free 30-minute consultation with STORY22 today.