Think of some of the best customers your company has ever worked with as you answer these questions. How would you like to attract more of them?
This is fundamental before you can go on to building your lead generation system. If you don’t know who your customer is, you will not know where they “hang out”, i.e., which channels they might be using to find your business, and you won’t be able to craft an attractive offer that interests them. It’s like fishing for tuna in your neighborhood pond – not going to happen.
So, now that you know who your customer is, what they want, and where they might be searching, you are ready to begin building your lead generation funnel. You will want to use a combination of value-adding, educational and inspiring content (such as blog posts, videos, social media posts, tutorials, etc) to attract organic (unpaid) traffic to your website and build brand awareness. Optimizing your website and adopting consistent SEO (search engine optimization) practices will also help you generate organic traffic and help you rank higher on Google searches after a while.
You will also want to employ paid traffic strategies – i.e., pay-per-click advertisements on Google as well as on social media channels. Build a landing page with a relevant offer to your audience and send paid traffic to it.
Your offer should be interesting and offer a low-barrier entry point to your business. For example, many roofers have found success in offering roof washing and cleaning services for a low fee. This is an attractive offer for clients who would rather have a professional roofer do the job instead of some random person with a power washer. It also puts you exactly where you want to be – on your client’s roof! You can offer a free roof inspection and use it as an opportunity to upsell and generate more business. (Make a graphic saying Pro Tip and then add this phrase).