For any small business, valuable client leads transformed into sales leads mark a major milestone. That means that your marketing efforts are working and the doors have opened to potential customers. The challenge here now lies in effectively responding to those leads and turning them into paying customers.
If you are a small business, this guide is tailored for you. It will provide fresh insights for you to master sales leads. We’ll jump right into this great content, but first, how do you find leads as a small business, for example, in the Finger Lakes region?
Generating Leads for Your Small Business
Okay, so the key focus of our article is how to follow up on sales leads. But before that, you’ll need to generate the actual client leads. If you are a small business, for example, running a pay for essay website targeting students in New York, there’s a process that works. Since your clientele is mostly web-based, you need leads from Google, social media, and other web sources.
This may imply several things:
- You develop a Google Business Profile that is located targeted at New York State.
- Focus on organic content marketing, for example, by building blog content and sharing across social media. This requires good knowledge of SEO.
- Build a very nice and user-friendly website. Besides user experience, SEO will also form a big part of your success here.
- Generate reviews from previous customers of your business.
- Offer referral bonuses to your clients, discounts, and other such incentives.
For a local business such as a professional writing shop or essay writing service, great client reviews are at the top of the food chain. However, you also want clients such as students to find you organically. By providing useful blog content, your clients can share links across the web and help those in their circles find you.
For other types of small businesses, efforts such as cold calling or cold emailing might be necessary to attract clients. Now, let’s see how to nurture and follow up on those leads.
Following Up on Sales Leads
Attracting leads is usually the easy part. Nurturing those leads on the other hand is difficult, and most times is unsuccessful. For leads that are already in the pipeline, or are return customers, you can do this a little easier. However, prospect leads are harder to nurture. Nearly 80% of new leads never convert into sales, so at this stage, you should be up in your gear.
Let’s check out some ways to follow up on sales leads. These will depend on your exact type of client.
Prioritize Leads Smartly
Imagine you own a local bakery in Schuyler County that recently ran a successful social media campaign offering a free tasting event. Leads will start pouring in through various channels. However, you need to prioritize those leads which you feel will lead to a sale. You can employ different lead-scoring strategies to ensure that you only focus on the most promising leads.
Generally, leads may be built on parameters such as intent, lead source, prospect behavior, and engagement. You can do this on a regular spreadsheet or through something more proprietary.
Choose the Right Communication Channel
Let’s say you run a small marketing agency in Buffalo, and a potential client has downloaded an informative e-book from your website. With that download, the person has expressed an interest in your agency, turning into a lead.
With the e-book download, you can follow up with an email newsletter, or even cold calling if a contact was provided. For the paper writing business, you might choose to communicate on social media or directly through email for referrals.
Remember to give a personal touch to any type of lead generated from a referral. This personalized touch can build a stronger connection and move the lead closer to a conversion.
Add a Personal Touch
Some small businesses require a more personal touch to nurture leads. For example, if you operate a local IT support business, keep in mind the client’s specific needs.
Using the information gathered initially, you can address the lead by their first name or title. You can also tailor your service recommendations accordingly. For instance, if a client has shown interest in cybersecurity solutions, provide personalized content. This could be a case study, or a video message highlighting your expertise in this area.
Deliver Value Through Content
Let’s say you are a small clothing store in Syracuse. You’ll want to create blog posts or videos that not only showcase your products but also provide styling tips and fashion trends.
Small businesses must be knowledgeable on how to build buyer personas. This is simply a detailed description of the person that is your ideal client. Buyers may also be at different points in their lead journeys. You therefore need to tailor your content for various stages of the buyer journey.
The customer should find useful information as it relates to where they are in the lead journey. Additionally, include strong calls to action within your content. This will guide your leads toward a purchase decision or even subscribing to your newsletter.
Don’t Be Pushy
Consider a small consulting firm in Rochester that specializes in business strategy. After an initial consultation, inform the lead about your follow-up plans. Emphasize the importance of their input and decision-making timeline.
More importantly, avoid bombarding them with excessive calls or emails. Allow your leads the space to make informed decisions. This approach demonstrates professionalism and respect for the lead’s time.
Track All Communication
Suppose you run a fitness studio in Wayne County. Your leads engage with your website, attend a trial class, and interact with you on social media. You can utilize a CRM to organize this information and track attendance, engagement levels, and preferences. Examples of affordable CRMs for small businesses include Zoho, Monday, and Zapier.
Through the CRM you can send personalized promotions, and follow-up on class experiences. You can also optimize your offerings based on client interactions. You can also schedule consultations and even demos on the CRM and leads will get notified directly by social or email.
Know When to Let Go
If a lead consistently shows minimal engagement and does not respond to follow-up attempts, it might be time to shift focus. Experiment with different offerings or communication methods. However, you should be able to recognize when it’s time to let go. This allows both your business and the lead to explore better-suited opportunities.
We’ve just gone through the art of mastering client leads for a small business. This requires a thoughtful and personalized approach. You’ll need to understand where your prospect is on their client journey and build a buyer persona. You’ll also need to add a dash of tech tools here and there to aid in follow-ups, personalized contacts, and more.
These practical tips will ensure that your small business navigates the lead conversion process confidently. With a bit more work, you’ll turn those leads into loyal customers. Good luck!