Running a digital agency and struggling with leads? I will bet my lunch money that all you need are strategies to make small business lead generation easier.
& here they are.
These days the common problem I hear from marketers is that they don’t get enough clients. They can’t attract their desired prospects. They can’t transform leads into conversions.
The truth is we’ve all had our ups and downs in our efforts to attract clients. Trust me, it’s not the end of the world.
The good news is that as long as you know the necessary steps required to expand your client base, there’s a chance that you can generate new leads for your digital agency. In today’s post I’m going to show you what those tactics are.
Here are the small business lead generation strategies you will find:
- 1. Set Up A Referral Program
- 2. Use Database Marketing to Build Segmented Lists
- 3. Create Gated Content With Valuable Information
- 4. Use Experiential Marketing to Provide Unique Branded Experiences
- 5. Provide Free Audits
- 6. Repurpose Content via A/B Testing
- 7. Use Marketing Automation Software to Build Email Campaigns
- 8. Measure Your Success
- 9. Provide Amazing Offers
- 10. Word-of-Mouth Marketing on Social Media
- 11. Focus on the Dream 100
- 12. Increase Brand Awareness by Attending Events
- 13. Create an App
- 14. Write Guest Post in High Authority Sites
- 15. Create Tools That Prospects Need
- Ready to Start Small Business Lead Generation Now?
1. Set Up A Referral Program
Do your clients love your services? How often do they share your digital agency with their network?
Do you know referrals are a powerful way to generate new leads and gain clients? In fact, 92% of consumers trust recommendations from their network. In addition, 83% of satisfied customers are willing to refer products and services, but only 29% actually do.
So get in the game. Set up a referral program to ensure that clients receive rewards when they make successful referrals.
You can use apps such as ReferralCandy to give customers referral links, reward customers for successful referrals and track the results of referral programs—with the least amount of time and effort.
2. Use Database Marketing to Build Segmented Lists
Database marketing is focused on creating elaborate customer profiles to generate leads. These profiles contain information such as customer’s names, purchase histories or mailing lists.
This information is used to create segmented email lists based on the client’s industry, company size, interest and needs.
Creating the database takes time, but it’s effective. By segmenting customers based on behavior and profiles, your digital agency can create personalized messages that are tailored to fit their needs.
3. Create Gated Content With Valuable Information
Attract new leads by creating ebooks or whitepapers that contain valuable information. Publish these resources online and ensure that the content can be used by clients to improve their digital strategies.
When users download the content, require them to fill out surveys, provide email, contact information or any information that can give you a peek into their profile. You can use this information to create personalized messages for each lead or to include them in your mailing list.
4. Use Experiential Marketing to Provide Unique Branded Experiences
Experiential marketing is the act of creating unique branded experiences. Rather than sending messages, this strategy is focused on creating opportunities or events where potential customers can interact with the brand.
Experiential marketing activations may be in the form of events like concerts, festivals and tradeshows. But the trick to winning with this strategy, is to create fun and original interactive activities. A good example is the large interactive posters posted by Google around the San Francisco Bay Area. The interactive posters generated tons of hype when it allowed consumers to vote regarding where it’s $5.5 million would go.
5. Provide Free Audits
Another way to generate leads is to provide potential clients with free audits. Ask clients to fill out forms so that your agency’s digital experts can review their digital strategy and campaigns. Prove your value by analyzing their content page, link structure, site traffic,and competitors.
Not only will these reports allow your agency to propose solutions to a client, but it will also get your business to standout from other agencies.
6. Repurpose Content via A/B Testing
A/B testing CTAs, marketing copy and forms are one of the most cost-effective ways to generate leads. The tactic can help you strategically tweak your content to improve your product sales and downloads.
You can use Optimizely, to conduct data-driven A/B tests across various digital platforms.
One A/B Test with astounding results was demonstrated by Hubspot in their ebook. The book was originally titled The Productivity Handbook for Busy Marketers and it’s title was changed to 7 Apps that Will Change the Way You Do Marketing. No changes in ebook content were made, except the title. The A/B test lead Hubspot to skyrocket its downloads by 776%.
7. Use Marketing Automation Software to Build Email Campaigns
It’s easy to send an email, but what about an email that generate leads? How do you create emails that engage with customers who are in the various stages of your buying cycle?
These days, marketers use marketing automation software to engage with customers using email marketing sequences (here‘s a guide). These sequences are a series of emails which are sent according to a specific time interval or an action triggered.
For example, a subscription to a marketing section of a blog could act as a trigger. Once a lead has become a subscriber, you could introduce these customers to products that might interest them based on the topics or sections they subscribed to.
8. Measure Your Success
Since you spent so much time researching leads and crafting messages, you have to at least make sure that your digital strategies are making its intended impact. Measuring your campaign’s effectiveness is simple. Using a URL builder to generate UTM (Urchin Traffic Monitor), you can evaluate your page’s performance in Google Analytics.
For the uninitiated, here’s the difference between a link with a UTM code and a link without a UTM code:
- Without UTM Code:
- With UTM Code:
Here‘s a guide that explains everything you need to know about UTM parameters.
Besides Google Analytics, you can use apps such as MailChimp and Vero to determine your success.
It’s important to note that a high CTR (click-through rate) does not automatically translate to a lot of conversions. But on the bright side, with the right analytics, you won’t be walking blindly on the road to improving your digital agency’s lead generation.
9. Provide Amazing Offers
Not all of your leads are ready to purchase your services or talk to your sales team. So, how do you ensure that customers make a purchase at the end of the buying cycle?
You can generate new leads by providing amazing offers for customers. A new customer might be interested on a video guide, whereas someone near the end of the cycle may be more interested in a free trial.
By providing customers with valuable content or advice on how to maximize your product, you can nurture your leads.
10. Word-of-Mouth Marketing on Social Media
Not surprisingly, once a consumer posts a raving review of your digital agency on Facebook and Twitter, chances are people in their network who see the post post will keep your agency in mind. In fact, Nielsen found that 84% of consumers trust the recommendations made by their family and friends.
But, it’s not just consumers who follow this line of thinking.
Google thinks the same way too.
The tech giant’s new search algorithm, ensures that content with more shares are better ranked.
In short, if you’re not focused on online word-of-mouth marketing, then chances are you’re losing out on a lot.
11. Focus on the Dream 100
The Dream 100 is a sales strategy that encourages you to make a list of the top 100 prospects that you would want most as clients. Once the list is made, you have to spend time and effort in building relationships with the prospects on the list. Comment on their social media pages, like their posts, subscribe to their blog and attend their events.
Achieving results with this strategy takes time—but it’ll put you in you dream client’s radar. Who knows? Pretty soon they might actually want to work with you.
12. Increase Brand Awareness by Attending Events
You don’t land coveted clients just by sending cold emails. Instead, you should attend networking events to meet potential prospects in real-life. Talk about your business in conferences and seminars. Feature your agency in trade shows and demonstrations.
You’ll know you’re making an impact, when people in your area know your digital agency. By latching onto opportunities to increase brand awareness, you can generate new leads and expand your customer base.
13. Create an App
Another way to generate leads is to build an app that people in your industry can like and share. It doesn’t need to be an interactive game—just something that will add value to marketers.
Do your clients have problems with networking? Create an app that allows them to connect with various agencies. A good example is the Pitchmate app created by the Woedend advertising agency. The app allows marketers to get acquainted with the best agencies in Amsterdam. With just one tap, users can send invitations to set up a meeting.
Now, that is one way your agency can turn heads.
14. Write Guest Post in High Authority Sites
Attract new leads by writing guest posts on high authority sites such as Entrepreneur, Hubspot and Buffer. Offer actionable advice that would be of interest to your targeted clients. And, remember to add a few backlinks to your agency.
Who knows? A popular blog post could allow potential clients to discover your business and encourage them to seek out your services.
Interested? This guide will teach you everything you need to know to make this hack a reality.
15. Create Tools That Prospects Need
Creating tools can be a challenge, but if it is something that prospects truly need, it’s worth the effort. Take for instance, Hubspot’s Website Grader Tool. When users enter the URL of their site and their email on the form, the tool assesses the site in terms of performance, mobile traffic, SEO and security. It also provides users with recommendations on how to improve the site.
Ready to Start Small Business Lead Generation Now?
As you can see, there’s a lot of ways you can generate leads for your digital agency.
These 15 tactics are just the beginning.
Fortunately, if you constantly focus on these lead generation strategies, pretty soon your number of leads will grow.
About the Author: Anton Kraly is the Founder & CEO of Performance Marketer. He began building businesses online in 2007 and has built and sold multiple seven-figure businesses.