Creating a Process to Lead Customers to Yes

Once upon a time, small business marketing was easy. If you needed an ad, the local TV or radio station produced it for you, your printer designed your brochure, and any local college kid could build your website. You spent a little money, the phone rang and you made sales. At least that is the fairy tale we tell ourselves.

I don't think it was every easy, but it certainly is more complicated today. Building a website is only the beginning. You need to consider SEO, SEM, social media, content marketing, video strategies, inbound marketing, AdWords and more. So where do you start?

1. Start with a plan

Outline what you are trying to accomplish. Define how many new leads your marketing must deliver to be considered effective. Setting objectives helps you decide how much you can afford to spend to reach your objective.

Build a message around what makes you remarkable, what sets you apart and why people should buy from you. Clearly understanding your value proposition gives you a starting point for your content will serve as the center point of your lead generation strategy.

2. Content at the core

The decision to buy is often a complex one, which begins with a prospect feeling comfortable with you. Content, which might include blog posts, social media updates, free downloads and email newsletters, work together to help clients feel more comfortable.

That's why your plan must begin with your content. To create relevant content, keyword research will help you identify phrases and themes to build upon.

3. Publishing is more than just a Facebook post or a Tik Tok video

Think bigger than just a post on Facebook or an Instagram reel. Your content should build awareness, tell a story and move prospects through your sales funnel, leading them to your website and eventually to a sales conversation.

Mix it up, drive visitors to your home page, blog or specific landing page where they can download more information or ask a question. Pay attention to the media outlets and keywords which drive people to your site, and the content they are most interested in when they arrive.

4. Lead generation doesn't stop with first contact

Your sales process needs to be ready to pick up with your website leaves off. Your email newsletter is an invaluable part of this next phase, but it can’t do all the heavy lifting. You need to be ready to send more information, respond to a question, invite someone to attend a seminar or webinar, and maybe even make a phone call or two.

5. Measure, measure, measure

Finally, you need to measure. You need to know what’s working and what’s not, and you need to be ready to adjust rapidly. And begin again.