STORY22

10 ways to win more business with better lead generators

You thought you had this sorted. You’d set up your website so prospects can  ‘subscribe’ to your newsletter. Then you’ve diligently emailed them with some interesting company news in the hope they’ll convert to fully-fledged customers at some stage. So why are you left scratching your head with a slow growing stagnant email list that’s failing to generate the business you want.

When you’re trying to grow your customer base, having an expanding pool of potential customers to nurture and convert is vital. This is where you need a robust lead generator strategy to fall back on.

What is a lead generator, and why is it important?

You can read our 101 on lead generators and why you need them here, but to recap, a lead generator is a piece of useful content that’s available for prospects, in exchange for their contact information – generally their email address.

Having a healthy email list is a great way for you to gain access to a loyal and responsive audience on a regular and ongoing basis. But people aren’t interested in your newsletter – because your newsletter feels about you. They’re looking for something that will help them solve their problems.

By providing the free content in exchange for their contact information you know they’re interested in what you have to offer. Engaging with them by sharing useful content that is relevant to them via email will build trust in your brand. This in turn converts more sales because they know your product or service can actually help them solve their problem.

What makes a good lead generator?

The best lead generators have these things in common…

  1. They’re specific and they’re relevant – your lead generator shouldn’t be vague – it should speak to a specific problem and resonate with your intended audience.
  2. They have high perceived value – just because you’re giving it away for free doesn’t mean it should look free. Make sure to use professional graphics and images so your potential customer feels like they’re getting something special.
  3. They have high actual value – it’s no good promising the world and delivering nothing. Do this and you’ll get their attention but quickly lose it – and you’ll break their trust too.
  4. They serve your customer, but your business too – while you want to make your lead generator useful to your potential customer – if you solve the entirety of the problem they were facing then there’s not going to be much point in them coming back to you for paid work… Don’t give it all away – just enough to be of value to them while leaving them wanting more.

So now we’ve covered what the best lead generators have in common; here are some examples you can use to get that ball well and truly rolling…

1. How to guides

How To Guides are some of the most popular lead generators. They are a great way for you to demonstrate your expertise in your field and pack in value for your prospects too. Keep the topic specific to something of particular interest to your audience, that links back to the service or product you sell. Here’s our example.

2. Cheat sheets/checklists

These are usually short documents (one or two pages) and get right to the heart of any given issue. They’re not only easy to create (low-cost tools like Canva are great for this) – they also provide a useful working tool for your prospects that they can use over and over again – saving them time and effort, which you’ll be remembered for!

3. Editable templates

These are a brilliant way to save your audience time. Everyone wants an easier way of doing things that avoids reinventing the wheel. Work out what repeatable processes your customers go through in relation to what you sell and see if there’s a template you could provide for them that solves an administrative problem. These can be anything from social media templates and emails to excel spreadsheets and estimation tools.

4. An assessment or evaluation

These can be more time/labour intensive to get off the ground but if you have the capacity to deliver a custom evaluation to potential prospects – this could be hugely valuable. Who doesn’t want to get something worthwhile, tailored to them, for free? You could offer an assessment, or even a scorecard, by using a simple app to build it. We offer a free website review as an example of this.

5. A toolkit/resource list

Have a list of tools/software you religiously use? Why not share these with your audience? People always want to know what the pros are using – so sharing this information is bound to be a hit. Whatever your industry or niche – if you can pull together a bundle of useful things, whether that’s articles, books, tools etc – you’re saving your audience from having to research that stuff themselves.

6. Webinars

Everyone loves a webinar – they’re great for getting into the nitty-gritty of a topic with the chance to ask questions of industry experts. They also double up as brilliant lead generators too. Keep a recording of any you do and offer them up on your website on-demand in return for contact details. You’ll see leads roll in for months, maybe even years, to come!

7. In-person events

Hosting an event for your business’ products or services may feel like more effort than some of the other options here. Still, they’re a surefire way to generate qualified, high-quality leads – you’ll know the people in attendance are truly interested in your business if they’ve signed up to attend. In-person events are also a great way to humanize your company. Not to mention if you’re in the B2B business – they double up as excellent networking opportunities too.

8. Samples or free trials

Name someone who doesn’t like to try before they buy… Giving away samples of your products, or free trials (this works well for software companies) is a great means of lead generation. Not only does it build trust in your brand – you’re so confident in your offering that you’ll let people try before parting with their cash – but it also has a higher chance of purchase – because if they like the product they’re not only going to be more open to future offers from you – but are more likely to immediately purchase once their trial has ended. 

9. Discounts

Everyone loves a cheeky discount. How often have you popped your email in the box when a site tells you you’ll get 20% off your first order? Probably a few. Remember – people are more likely to part with their information when they feel like they’re getting something valuable in return.

10. Quizzes

Quizzes aren’t just great for a pub quiz night! They’re useful when it comes to lead generation too! You can provide something fun for your audience and in return, you’ll get their contact details. After answering a variety of questions people are invested in learning the results so will be more likely to enter their contact information. You might also learn some interesting information about your lead in the process which can help with future marketing efforts.

Lead generation can be confusing and/or time consuming if it’s not your area of expertise. If you need help with your lead generator strategy so you can stop missing out on opportunities to generate leads in your sleep – book a free 30-minute call with STORY22 today.