Business marketing has been transformed from traditional advertising to digital marketing.
Nowadays, it’s not just about marketing your business, it’s also about reaching the right audience.
With so many marketing options, the question is what’s the best way to market a small business?
What is the best way to generate leads for a small business? How do you build a name for a new business, choosing the right marketing channels?
Maximising your small business marketing results
We all know that marketing is the backbone of any successful business but how do you maximise your business marketing results to match your investment?
The simple fact is that it takes more than awesome products or excellent services to succeed in today’s highly competitive business environment. So as great and awesome as your products might be, marketing it to the right and relevant audience is a must. See How To Promote Content To Relevant Audience For Higher Conversions
Best ways to generate leads for small business
How are leads generated and how can your small business generate leads? Leads can be generated through a variety of different online marketing methods.
New sales leads are the lifeblood of many businesses. To successfully generate leads, you’ll need to actively prospect for marketing leads — then quickly identify and follow up the hottest prospects.
The main methods by which leads are generated are search, display, contextual placement and email.
#1). Leads generation through Search
For search leads (paid and natural search) consumers are searching online for a particular product or service. When they have submitted their search query they are presented with a series of sponsored links/organic links about the product or service.
All the marketing to the consumers should be related to the product or service in question and the marketing language should be such that consumers click on these links to find out more information about the product or service.
By clicking on the link, the consumer will reach a landing page with a data capture form which invites the consumer to submit their details in order to be contacted about the product or service. Once they have submitted their information a lead is created.
#2). Leads generation through Display Ads
For display leads, consumers are presented with an advert while browsing online. This advert can be in a range of formats from a simple banner to a more interactive creative. The advert invites the consumer to click-through to find out more information about the product or service.
By clicking on the creative they will typically arrive at a landing page with a data capture form which invites the consumer to submit their details in order to be contacted about the product or service. Once they have submitted their information a lead is created.
#3). Leads generation through Contextual Placement and Email
For contextual placement leads, consumers are presented with a text link or an advert relevant to the underlying content on the web page they’re browsing.
For email leads, consumers on an opt-in email list are sent an email containing a piece of creative which invites them to click-through to find out more information about the particular product or service.
By clicking on the creative they will arrive at a landing page with a data capture form which invites the consumer to submit their details in order to be contacted about the product or service.
Once they have submitted their information a lead is created. See Top 4 Reasons Why Small Business Struggle To Capture Leads For Email Marketing Campaigns + Solutions.
Adding value to your acquisition customer strategy
Typically, those who set up or operate premium lead generation websites or portals are experienced online professionals with a wide experience in using multiple online channels and products to drive volume.
Premium lead generation can compliment rather than compete with your customer acquisition strategy. Take paid search for example, a premium lead generation provider can also appear on the same keywords as yourself, effectively capturing traffic that may not have clicked on your brand.
They can also bid on your brand, driving competitors out of the space, as well as bid on your competitor brands.
Premium lead generation providers are quick to understand which channels drive traffic and at what cost, their nimbleness often enables them to react and take advantage of online channels quicker than larger brands.
This nimbleness and experience of managing particular channels can increase your brand’s reach, acquiring leads from a broader selection of online sources, whilst you pay on a CPA basis and take none of the risk.