From start-up businesses eagerly awaiting their first sale, to established businesses who count their customers in thousands – every business strives to increase its customer base.
As a business growth specialist, I work with businesses of all sizes, across all industries, and you may be surprised to find they often face the same challenges.
One such challenge is lead generation.
How many lead generation strategies do you have?
So frequently the answer to this question is “1 or 2”.
No wonder growth is slow.
When I coach business owners, I ask them to think of at least 25 ways they can generate leads for their business. Why? Well, picture a table with only 1 or 2 legs. It is, at best, unstable. However, the more legs you add, the more stable and stronger it becomes. That table is your business – give it more legs to secure its long term stability.
Showcase your business
Before you start implementing your lengthy list of lead generation strategies, think about how you will convert your new leads into paying customers.
A vital area to focus on at this stage is your website, for example:
- What are your current conversion rates?
- How long do people spend on your website?
- Is engagement high?
- How user friendly is it?
- Does it work correctly? (Check links, call to action buttons, payment systems)
Think of your website as your shop window – the place to showcase your products and services and entice people to come in, look around and make a purchase. If it is cluttered, messy, confusing and uninviting, no one will stick around long enough to find out what you are selling.
If you do not yet have a website, use these pointers in your planning stage and really think about the customer journey you want to create.
If you already have a website, do you have KPIs (Key Point Indicators) in place and how frequently do you review them? If not, I urge you to start immediately. Only by tracking the effectiveness of your website will you know if it is working hard to generate revenue for your business. If a certain area of your website is underperforming make a change, or a few changes, that you can test and measure to establish what is required to get the best results.
Encourage repeat custom
There is an old saying that “it costs x5 more to get a new customer than to keep an old one” and while that may not be true these days thanks to ever-evolving technology, the general point remains valid. Customers who keep returning to you of their own accord can be worth their weight in gold.
There are many factors to securing loyal customers, however an overriding one is ‘the customer experience’. Giving your customers what they want the first time, and every time they interact with your business, will make their experience enjoyable and desirable. The result? You will create a ‘raving fan’ who will promote your service/product to others – they will direct people to your business and a new customer experience will begin…
Customers interact with your business in multiple ways – from conversations with your employees, to social media channels, to shop visits, website enquiries and more. Make sure that you are “speaking their language” at every opportunity. Find out what they want and present them with solutions that they will return for time and time again.
Then watch your business grow.