Lead Generation for Small Businesses: A Quick Beginner’s Guide

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The consumer is the lifeblood of any business. You can have everything together — a solid business plan, great talent, starting capital — but you won’t get far without customers.

The consumer is the lifeblood of any business. You can have everything together — a solid business plan, great talent, starting capital — but you won’t get far without customers.

And this is one of the hardest parts of running a small business, especially when you’re starting out. You’re brand new, and no one knows about you yet. You can’t expect customers to come to you — they’re not psychic.

You have to go out and find them. That’s where lead generation strategies come in. It’s all about finding people who could benefit from the products or services that your company offers.
Identifying Prospects: Who’s Your Ideal Customer?
Before you start trying to bring in leads, you need to know what a good lead for your particular business looks like.

Who is your ideal customer? What kind of person is an archetype of the kind of customer that makes sense for you? Who are they? What’s their role, if you’re B2B? Where can you find them? What channels will be the best way to reach them effectively? What do they respond to?

And most importantly: what can you do for them? What’s the value that you provide, and what are the best ways to effectively communicate this value?

These questions aren’t always easy to answer, and you may need to experiment and find the answers over time.

Some of the things you can look at are:

– Your existing customers or clients, if you have them. What do they have in common?
– What other, similar businesses are doing. What kind of advertising do they invest in? What kind of people are engaging with them on social media?

If you feel like you have a handle on your target audience, one thing you can do is construct customer personae. A customer persona is a profile of a hypothetical person, who represents an archetype of the kind of consumer most likely to buy from you.

Chances are, you’ll end up with several key personae. The purpose is to help you understand your audience and who they are, personally or professionally.

What motivates and drives them? What are they looking for in a product or service like yours? What pain points do they have that your company can help them with?

Lead generation can stem from marketing, or from sales. Some tactics involve indirectly getting your brand name and value proposition out there. Others are more direct.

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1 Comment
    • Ron
    • October 10, 2019
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