5 Reasons Your Lead Generation System Isn’t WorkingRieva Lesonsky
How well is your lead generation system working for your business? If the answer is "not very," it's time to make some changes. Here are five reasons your lead generation might be falling short, and solutions for getting more leads.
Reason 1: You’re not getting enough website traffic. Without a steady stream of traffic to your business website, you won't generate enough leads to maintain a consistent pipeline of new business.
Solution: Improve your SEO so your website ranks higher in organic search results. Be sure your business is listed on Google My Business and other local search directories. Maintain an active social media presence to help drive traffic to your website. Lead Stream will create a social media campaign, including social media advertising, to get you more leads. Lead Stream also maintains your business’s listings on local search directories, ensuring your information is always current.
Reason 2: You’re focused on quantity, not quality. Getting lots of leads is great — unless they’re the wrong kinds of leads. That includes people who aren't ready to buy, can't afford your product or service, or can’t make buying decisions.
Solution: Asking for more detailed information on lead contact forms means you will get fewer leads, but those you get will be better quality. The key is to create gated content or offers that are valuable enough for leads to share their information with you. Lead Stream can help you by creating a marketing campaign to attract the exact types of leads you want most.
Reason 3: You don’t follow through on the leads you get. Whether because they're disorganized, too busy or not motivated, salespeople often fail to follow up on good leads.
Solution: Use automation tools that can help your sales team track, manage and follow up with every single lead. For instance, Lead Stream notifies you of new leads, tracks your leads, provides performance metrics and makes it easy to follow up with leads via email. Have all your salespeople use the same follow-up process, and you'll never lose out on a lead again.
Reason 4: You’re lacking a strong call to action. Don’t assume that people who read your marketing content or visit your website will do what you want them to do.
Solution: Don't wait for visitors to figure it out: Tell them what you want them to do. Each page of your website or piece of marketing content should present them with a clear call to action, such as “See our monthly specials,” “Schedule your free consultation” or “Call now.”
Reason 5: Your marketing message isn’t effectively promoting your business’s unique selling proposition (USP). You're spending more time talking about how great your business is than about how your can help your customers.
Solution: Identify what gives your business a competitive advantage, such as price, quality, exclusive products and services, or special skills. Why should customers choose your business over the competition? For example, if you own a construction and remodeling business, your USP might be that you’ve done more residential remodeling jobs in the community than any other local contractor; that you specialize in "green" remodeling; or that you offer customers in-house financing.
Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship.