5 Ways to Generate Leads for your Local Business
Generating new leads and attracting new customers can be a tough gig! For local businesses and SMEs in particular, gaining a bigger share of the market can be a challenge when it comes to competing with bigger players. When your facing competition from multinational corporations, it can be hard for a small business to increase brand visibility and attract new customers.
However, there are numerous ways that a medium business or a small business can generate leads. To get you started, take a look at these sure-fire ways of generating leads for a local business…
1. Run a local contest
Running a local business means being involved in the community. In fact, if you can make your company an integral part of the local community, you’ll generate loyalty and increase your customer base.
Launching a local contest or giveaway helps you to integrate with members of the community and increases brand visibility in the area. As local companies are typically trying to target people who live or work relatively nearby, this a great way to increase engagement within your target demographic.
While local contests can be run offline and promoted in-store and around the community, you can also use the internet to increase the reach of your giveaway. With a dedicated landing page, social media posts and online promotion, you’ll successfully combine offline and online marketing to increase the effectiveness of your contest.
2. Use Facebook lead ads
Digital marketing presents numerous advertising opportunities, and it’s a great way to secure new customers. For local businesses and smaller enterprises, the option to create targeted lead ads is invaluable.
When you’re advertising a service, for example, you only really want to target people who are likely to go on to be customers. If you offer lawn services in Kew, Victoria, Australia, for example, you won’t want to bother using resources to generate leads from New York or London.
If you use Facebook lead ads or other forms of online advertising, you can target your marketing accordingly. With the option to display digital adverts to certain demographics only, you can ensure that the interest generated from them is genuine and has a higher chance of converting into business.
Facebook lead ads are a particularly effective way of securing new customers. As well as enabling you to target specific demographics and markets, a Facebook lead ad makes it easy for potential customers to engage with your brand. When users click on your ad, they can submit their information from a form within the ad itself. With no need to leave the page they’re on or click a link, users can send their details directly to your pre-integrated CRM system.
Combining digital advertising with your customer relationship management (CRM) system makes it easy to retain information and simple to automate future marketing materials. With targeted advertising like this, you can minimise your expenditure, simplify your marketing and significantly enhance your campaign results.
3. Create a local landing page
Landing pages are a great way to promote a particular service or product or reach a specific demographic. With local SEO and local landing pages, you can effectively target users in a particular geographical location.
When your business or your services are focused on a specific area, local landing pages can provide area-specific information that users are looking for. What’s more – local SEO ensures your business will rank highly when people look for related products, services or companies in that area.
However, it doesn’t stop there. If you’re conveniently located between three major towns, for example, you can create as many landing pages as you need to ensure you’re attracting the maximum number of customers. With local landing pages for each nearby town, city and suburb, and corresponding local SEO efforts, you can establish your business as a leading local provider.
4. Offer a localised lead magnet
A lead magnet entices users to share their contact details with you in exchange for something. You may offer a free download or ebook when users sign up for a newsletter, for example, or unlock access to a useful video when users submit their email address.
Lead magnets are a great way to capture data and secure marketing consent. Once users have ‘opted in’ to future marketing correspondence, you can follow up with targeted emails, SMS and app messages.
When using a lead magnet, a small business can improve lead
generation by localising their offering. If you’re using a free ebook as a lead magnet, for example, put a local spin on it to generate interest from users who are based in and around the area. ‘The Complete Guide to Garden Maintenance in [Your Town/State]’ will be more appealing to local users than a generic guide, for example.
With an emphasis on local benefits, you can successfully target people who are likely to convert into customers and generate genuine leads for your business.
5. Go offline
The internet offers a range of opportunities when it comes to marketing a small enterprise or medium business. Similarly, a local business can generate a significant number of leads by using digital marketing methods and online advertising.
While digital options and online marketing have come to the fore in recent years, there is still a place for offline marketing. Face-to-face marketing, such as appearing at trade shows and in-store signups, can be extremely effective when it comes to lead generation.
As with any marketing campaign, it’s important to identify your objectives before you get started and monitor the success of your marketing activities. Being able to measure the effectiveness of offline activities, as well as online marketing, will ensure you get the best ROI and help you to maximise your success.
When you’re generating local custom and promoting small or medium businesses, you needn’t choose between online and offline marketing. In fact, combining digital and traditional marketing is likely to increase your overall success, generate more leads and result in higher conversions.