Getting new business in Covid – 5 tactics to use to create even more leads

The COVID-19 pandemic is unprecedented. No Great War nor Great Depression has come close to the impact we have felt in these last few months. Perhaps, we will never see a time like this again.

For businesses, these are trying times. I won’t go to lengths of repeating the gravity of the situation, but what I will do is give hope. Hope in times of uncertainty and change that there is a chance for creatives, risk takers and out-side of the box-thinkers alike to make a difference. 

If you’re a business owner and you’re reading this, then I’m talking directly to you.

Just beginning with your business? This is written for you.

Looking for a new direction of travel for your business as a result of COVID-19? Yep, this is for you.

Now is the time to accept that this is the new norm. 

These are the 5 ways you’ll create more leads in COVID-19, than you thought possible:

  1. Choose your direction of travel
  2. Build the foundations
  3. Make it easy to become a lead
  4. Content creates curiosity
  5. Create a database of contacts who want to hear from you.

“Ever tried. Ever failed. No matter. Try again. Fail again. Fail better” Samuel Beckett

Choose your direction of travel

The Irish novelist Samuel Beckett once said "Ever tried. Ever failed. No matter. Try again. Fail again. Fail better' and he is definitely onto something there.

Generating leads is about trying, failing, trying, failing again, and then failing better. It’s a learning process, and only by going through the process will you ever truly succeed. 

Likewise, you must go through the process of setting out some essentials about your direction of travel. Grab a pen and some paper and start thinking about:

i) What is the product / service you’re offering?

ii) Who is your target audience?

Simply put, who may be buying or influencing a purchase of what you’re offering?

iii) What can you do to engage that audience?

Here you build out a profile of that target audience. Think 2 or 3 ideal buyers (what we call personas) - who are they, what are their problems in relation to what you offer, where do they go for information? How can you offer something for free to build trust?
(you can read our other blog on buyer personas here)

iv) Who are your core competitors?

I mean those competitors that directly impact what you sell. Draw up a list of these people first. Then, when the time comes, think of the indirect ones.

v) What makes you different?

A simple question, but really think about it. What makes you different from the competition? Is it the quality of the product, or quality of service? Whatever it is, actually have evidence to prove what you’re saying (this is what we call proof points).

How does this build leads?

Without knowing the arena you’re competing in, you’re doomed to generate zero leads. 

 

Build the foundations

It’s 2020. Social distancing is an accepted term. Physical contact isn’t a given anymore, and nor should you rely on that as the only way to sell your product or service.

If you haven’t built a website, started up your social media accounts and found both an email and contact management tool then you need to do so. Right now.

The good news is that lead generation isn’t a new concept. Digital presence with a website, social media and email are the very foundations for building your business in this COVID-19 shaped world.

In due time, these foundations will give way to fleshing out a content strategy to attract traffic to these different properties, as well as act as a way to build out third party confirmation of your awesomeness (Facebook, Google Business, Trust Pilot reviews and much more). 

Where to begin on these fronts?

i) If you’ve not got a site, we would recommend reaching out to a marketing agency who specialise in SEO and web build (this is something we can help with).

Why? While building a site with the likes of Wix or Squarespace may be easy, there is a science to creating a website which will drive people, and then convert those to leads. If you’ve already got a site, a free audit based on a fleshed out view of your competition and target audience is still worthwhile to make sure you’re hitting all the marks.

ii) Building social media profiles is actually straight forward, as seen with these guides:


a) https://aspireinternetdesign.com/social-media-blogging/quick-guide-setting-social-media-accounts-business/
b) https://blog.hubspot.com/marketing/social-media-marketing
c) https://www.smartinsights.com/social-media-marketing/

However, the real lead generation comes with plotting out a social media schedule and giving your audience what they want. 

iii) Email marketing and contact management systems are intertwined, so the good news is that you can sign up for free to platforms like the below, and when you’ve built your database, you can cheaply upgrade:

a) Mailchimp
b) 
Dotdigital
c) HubSpot
d) Infusionsoft

Our platform of choice is Infusionsoft, and many of our clients choose to use our system, so that they don't have to invest in their own.

How does this build leads?

Websites and social accounts act together to show the world you’re here to talk about and sell your product. Email and contact management systems ensure that you can capture the details you need to engage them with your content and eventually create a customer.

Make it easy to become a lead

You’ve got your target audience to your site or social platform. Fantastic. What’s next?

"If a tree falls in a forest and no one is around to hear it, does it make a sound?" 

It’s the same for your website. If your audience reaches your site and they want to buy from or learn more about you, but there’s no way for them to exchange their information for your information, honestly, what’s the point?

"If a lead falls upon your site and no form is there to complete, is it a lead?”

No. No it is not. 

Make sure that you have a form on your site which asks for, at the very least:

i) First name
ii) Email address
iii) Phone number

As you progress with your marketing you’ll want to explore form strategies, as in asking for particular information in certain circumstances. For example, finding out about their interests and industry, to help with segmented targeting. 

How does this build leads?

You can’t generate leads if people cannot give their information. 2020 is all about information, and if someone likes the information you have on offer, you need to give them a way to access more.

 

Content creates curiosity

There has never been a better time to show that you’re caring, that you know your product / service, and you want to do something beyond creating cash. Yes, we need to generate revenue for our businesses to survive, but everyone is cash strapped at present. 

That means your hand is being forced. Outside of a risky race to the bottom pricing strategy, you need to think of different ways to generate revenue. That comes in the form of content. 

Content acts as a great way to create interest in your business, and acts as a signal to you that this person is interested in what you’re selling, but needs to be taken on a journey before they part with their cash. Makes sense, in reality, we’re being forced to be more frugal because of COVID-19. 

Content comes in many shapes and sizes, but here are some examples:

i) Blogs - just like this, where you tackle a topic that resonates with your audience
ii) Lists - think Buzz Feed, a format great for sharing links to resources
iii) How to - this can be written, drawn, video or spoken, just explain an issue or remedy it
iv) Webinars - this is an effective tool right now and can be about your product or a theme that your audience cares about, and offers a great opportunity to collab with businesses that complement yours
v) eBooks, PDFs and checklists - you can bundle together your blogs, lists and how tos for a free download in exchange for your visitor’s information

However, you cannot simply create content. There must be a plan. To that end, get in touch with a market agency which understands SEO and content.

How does this build leads?

Millions of searches are completed on Google each day, if not more. That means we’re thirsty for content, for answers to our questions. Your content will answer your audience’s questions, and you’ll generate trust, leads and business from doing so.

Also if you find the right marketing agency, they will be able to track who is reading your content, thus putting leads right under your nose.

Create a database of contacts who want to hear from you

This is what points 1 through 4 have built to. You know your audience, built your digital profiles, given them a way to give you their details, and you’ve created the content that will consistently drive them to your site.

Now what?

Here is where you need to think about ways to nurture those new found contacts. Not everyone is going to be ready to buy. They’ll need some coaxing.

Try these 4 methods:

i) Thank you and welcome emails

Don’t leave your newly formed contacts hanging. Say hello, introduce yourself and the business, and then set the expectation that you’ll be in contact (be that by calling them back or your newsletter).

ii) Newsletter

A regular, say monthly, email with tips and news on the themes that really matter to your audience. It doesn’t matter if the content you share isn’t from you, just give relevant, engaging information.

iii) Direct mail

That’s right, there is still a time and place for this. There is something personal about a mailer through the door, but only do it for your most engaged contacts (that means you need to think about building lists of contacts in your contact management system to identify those people, and what makes someone a really engaged contact). The mailer should lead someone to a landing page...

iv) Landing pages

Push your contacts to a page that gives away an offer or something of that ilk. Don’t waste your marketing efforts without giving more content or trying to strike whilst the iron is hot.

How does this build leads?

If content creates curiosity, these tactics will keep the curiosity at a high, and that can only lead to one thing - business.

And there you have it. 5 ways that you'll create more leads in COVID-19 than ever before. There is nothing groundbreaking here, but now is the time to double down on doing what works. 

And remember Beckett’s words.... 

“Ever tried. Ever failed. No matter. Try again. Fail again. Fail better”

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Bishops Tachbrook,
Leamington Spa, CV33 9SH
Phone: +44 (0)7854 982728
Email: info@flamingostrategies.co.uk