Small businesses must have a constant flow of qualified leads to meet sales goals. Many of your customers will come from people you know, your networking community, strategic partners and referrals. However, in most cases, you will need significantly more customers to meet your growth objectives. A lead generation campaign drives traffic to your website and attracts potential customers to fill your sales funnel. Qualified leads are searching online for your solution. Are you ready to capture them?

Lead Generation: 7 Steps to a Powerful Campaign

1. Determine campaign objectives. 

You can’t effectively reach your goals if you haven’t defined what they are. 

  • What is the objective of your lead generation campaign? (Is it brand awareness, new leads, content downloads or webinar registrations?)
  • What action do you want the lead to take when they click on your link?
  • What will you do if they take this action?
  • What does success look like? What metrics will you track?

2. Define your target market or ideal customer.

Everyone is not your ideal customer. 

Lead generation is a way to attract qualified leads to “raise their hands” and say they are interested in learning more about your product or service.

Effective lead generation attracts qualified prospects that “raise their hands” and say they are interested to learn more about your product or service.

Answer the following questions to determine your ideal customer for B2C (business to consumer)
  • What are their demographics?
  • What is their occupation?
  • What is their buying behavior?
  • What are their hobbies?
  • Do they spend time online? Where?
Answer the following questions to determine your ideal customer for B2B (business to business).
  • What industry are they in?
  • What is the job title of the person buying your product?
  • Where are they located?
  • What is their annual revenue?
  • How many employees work there?

3. Research your ideal customer’s challenges. 

Speak directly to their needs.

  • What are their pain points?
  • What keeps them up at night?
  • What problems do they need to solve?

4. What lead generation or inbound marketing channels will you use?

  • Social media
  • SEO
  • Email marketing
  • Blogging
  • Online ads
  • Events

5. Develop your lead generation plan.

  • Create your campaign strategy using the answers from the questions above to map out a plan for your business.

6. Create relevant content.

  • Outline your campaign copy. What information do you need to share?
  • Draft your communications (e.g., ads, landing pages, emails, online forms, etc.) with your specific audience in mind.
  • Build content resources. Will you offer educational blogs, white papers, reports, infographics, videos, or an ebook?
  • Include a clear Call-to-Action (CTA). What do you want a lead’s next steps to be when they access your content?

7. Execute lead generation campaign and measure results.

Measure campaign results and adjust as needed for future campaigns.

Possessing the skills to excel in your industry is often very different from the having ability to find the customers who will enable your business to grow. There’s a lot for a business owner to consider, but the more you plan ahead, the more possibilities will flourish. After you find qualified leads, you can continue with the next steps of nurturing, making a presentation and finally closing the sale.

What are your new client acquisition goals? How will you get there? Do you need help?

Shelly Pereira is a Fractional Sales Manager and Sales Coach with Verance Consulting.