Updated: Dec 22, 2022
Hi. I'm Amy, the Founder and Chief Marketing Person here at the Launch Box. My mission is to help entrepreneurs and small business owners achieve their dreams by learning how to think more like a marketer and the best piece of advice I’ve been given lately is to “sell outcomes” versus “services”.
This advice struck me as important for two reasons:
It is advice I and (hopefully) every other marketing leader in the world actually preaches to their customers all the time, and
It reminded me how easy it is for business owners to get overly focused on ‘what’ they are offering (the products and services) instead of why they are offering it (the value it has for their customers)!
This idea is especially relevant as we talk about lead generation tactics as it is never more important to think about how your customer perceives your products or services than when you are trying to capture new leads. Why, you ask? Because the only way to get new customers to consider your business is to offer them something they value in some way. More importantly, in order to generate new leads, you need to utilize tactics that allow you to share with people what makes your brand so valuable - i.e., how you can make your customer’s lives easier or better in some way.
From taking advantage of a free Google Business listing to trying account-based marketing, here are six answers from other founders and experts to the question, "What are some tips you have for small businesses looking to generate more qualified leads?" Plus, I’ve added a little of my own marketing mojo to highlight how you can best use each tactic to sell your business’s outcomes instead of your services to ensure you attract more customers! Just look for the @thelaunchboxus marker in each section to see what I've added. Good luck!
Take Advantage of a Google Business Listing
Create Content For Your Ideal Customer
Think About Mobile Clients
Try Account-Based Marketing
Take Advantage of a Google Business Listing
Most small local businesses "set and forget" with setting up business profiles. Google Business listings are an extremely underrated method of free lead gen. Google My Business (GMB) is a free tool that Google gives you to help boost your local profile and capture more local customers. You may have noticed that any local Google search brings up a map along with three local businesses that can provide the product or service you are looking for. To optimize a listing: - Update all your company information (services, opening hours, etc) - Add photos and videos to show more about your business - Regularly promote offers to your audience - Create blog posts on the GMB platform to inform your customers about the latest goings-on at your business.
@thelaunchboxus - Make this tactic sing by using your description to describe your customer value and posting blog stories about how you’ve added value for prior customers using a case study model. This is a no brainer, so I suggest you make time to set up your Google My Business profile today!
Create Content for Your Ideal Customer
If you want quality leads, you need to write content that targets your ideal clients. Learn what their problems are and how you can solve them.
Craft content around their pain points for your website, social media, ads, and email newsletters, demonstrating empathy. Talk directly to the business owner rather than talking about your own business.
Position your business as the solution to these problems and show how you can help that person move from their current predicament to a successful outcome.
Your content may include evidence of previous transformations to support your position as the go-to provider to get them to the finish line.
When we talk to our ideal customer, there is a better chance to generate more qualified leads.
@thelaunchboxus - This tactic really performs when you create a customer avatar and speak directly to that person. Don’t worry, I promise that producing content specifically for one ideal customer will not limit your reach. In fact, it will help you connect with a much broader audience of people that either are just like them or want to be!
Lead nurturing is building a relationship with a lead and ultimately converting the lead into a customer. It starts with basic customer profiling and then profiling the leads to whom you want to give more attention. Then you can focus on providing them with information on your products and services, building trust and rapport with them, and leading them to the conversion process. The best way to nurture leads is to make sure they get regular communication from you, ideally in a way that makes them feel appreciated and understood. As a start-up, you may not have the capacity to nurture everyone who shows interest in your business. But you can certainly create the capacity by investing in a few qualified leads that you can focus on and set up automated nurturing processes for. Automated processes are great for regular communication and for keeping your business top-of-mind for your leads.
@thelaunchboxus - If communicating regularly with your customers sounds like a daunting task, it really isn’t. The key to this tactic is setting up some smart automation as noted above. Try using an email service like Mailchimp or Klaviyo* to run automated flows to welcome, nurture, and segment new leads, and, just like that, you’ll be connecting with customers 24-7!
For generating qualified leads, small businesses need to be strategic. One way to do this is by using opt-ins. Opt-ins are a great way to collect contact information from potential customers who are interested in what you have to offer.
You can offer opt-ins on your website, in your email newsletters, or even on social media. By offering something of value for contact information, you can quickly and easily build up a database of potential leads.
Once you have a list of contacts, you can then reach out and market your products or services directly to them. With a little effort, you can significantly increase the number of qualified leads you can generate.
@thelaunchboxus - Another term for opt-in is “lead magnet” and it is an awesome way to generate new leads for your business. A lead magnet is essentially a FREE item that you offer your customers in exchange for opting-in to your email newsletter and the key to creating a great one is making sure it delivers value to your customers!
Think About Mobile Clients
According to Statista, the vast majority of people browse the internet primarily with their smartphones and other mobile devices. That is why generating qualified leads must start with making it easier for website visitors to give you their information.
Whether they're signing up for a newsletter or completing a purchase, the form should fit the needs of a mobile user. Make it more convenient to complete the forms and you're halfway there.
@thelaunchboxus - This is a great tip. If it’s been awhile since you last looked at where your website traffic, I think you’ll be surprised at how much of it is coming from people using mobile devices. Trust me - log in (or set up) your Google Analytics account and take a peak … and then get started making sure you are delivering as good a user experience on mobile as you are on web.
Try Account-Based Marketing
One tip for small businesses looking to generate more qualified leads is to consider using Account-based marketing (ABM). ABM is a strategy in which businesses focus their marketing efforts on a specific group of high-value accounts rather than trying to reach a wider audience.
This can help to generate more leads that are more likely to convert into customers. Business owners can implement ABM by identifying their target accounts and creating customized campaigns targeted at those accounts.
They should also track the results of their campaigns so that they can adjust their approach as needed. By using ABM, small businesses can generate more qualified leads and improve their chances of success.
Jacob Dayan, Co-Founder & CEO, Community Tax
@thelaunchboxus - Similar to creating a customer avatar, ABM is about creating an ideal customer - ar account - list. This tactic is specifically useful for companies selling B2B (business-to-business) products and services as the focus is on the businesses (or accounts) you want to sell to vs the specific customer (or person). Note: If you are running a B2B business and want to try this tactic, make sure your customer avatar reflects the buyer you want to speak with at these companies!
About Amy Zwagerman
Amy Zwagerman is the founder and CMO of the Launch Box, a boutique marketing services firm where she serves as an advisor, mentor and Fractional CMO to thousands of startups. Her primary mission is to help entrepreneurs and small business owners achieve their dreams by learning how to think more like a marketer. Amy is an active host and marketing advisor with CoFoundersLab and her advice has been featured in numerous industry publications including the American Marketing Association and Markitors and she is the co-author of The MEDIA Report, an annual working paper on the changing face of media and entertainment in America. During her time off, she can either be found lounging with her dog Zoey (preferably outside by a pool) or engaging friends and family in her never-ending quest to make the perfect pizza. Learn More 👉🏼 bit.ly/tlbtree
Struggling with your marketing game plan? Feel free to hit me up via the contact form on the website or any of the links in the bit.ly link above.
* Disclosure: I am a Klaviyo Partner, so the Klaviyo link included in this post is a paid affiliate link. All other links are for free or non-affiliated services.