Many small businesses continue to evolve post-pandemic. What worked yesterday may or may not work today, and nowhere is this more apparent than in how businesses go about identifying and cultivating potential customers for their products or services.
Take a good, hard look at your sales and marketing strategies. Are they producing the results they did in the past?
If not, you may have already determined that you need to adjust your approach. However, when the problem is as complex as lead generation, many business owners don’t know where to begin. I have found that my clients fall into three categories:
- THRIVE. Folks that have been quick to act and are already shifting their lead gen strategies.
- SURVIVE. Folks that are waiting to see what other people are doing before they adjust.
- NOSEDIVE. Folks that continue to do what they did in the past. (And we know where that leads.)
Here’s what I know: everything in life that seems overwhelming, or even impossible, can be accomplished by taking on just a little at a time. In the wise words of Desmond Tutu, “There is only one way to eat an elephant: a bite at a time.”
5 Strategies for Attracting New Customers
These 5 “bites” can have a big impact on your efforts to grow your customer base. You don’t have to implement all five. Start by identifying one strategy that has the greatest chance of generating leads – and see what happens.
1. Fish Where the Fish Are
Attending conferences, expos, and trade shows has always been a great lead gen tactic – and they are making a comeback. Your mission is to be in a room filled with potential customers/clients (this is called a one-to-many approach). Take a booth, rent the scanner, or host a party or a dinner. You’ll come away with hundreds of prospects – and a few good leads as well.
2. Try a New Tech Tool
Many business owners lament that there are not enough hours to focus on the day-to-day, much less on business development. Automating just one aspect of your lead gen activities will improve efficiency. Consider adding tech tools such as CMS systems, CRM systems, or DRIP campaigns.
3. Spruce Up Your Website
If you haven’t touched your website in years, now is the time to scrutinize it. Does it speak to the customer you are looking for? Does it look tired or outdated? Is the information up-to-date? If not, invest in a tune-up. And don’t skimp! A strong on-line presence is critical for building confidence in your brand, and your website is the first thing prospects see when researching your company.
4. Boost Your Customer Engagement
Digital marketing remains a reliable and affordable one-to-many lead gen tool. But now more than ever, your emails and blogs must be relevant to your audience. Developing a reputation as an expert in your field is a surefire way to bring in more business – as long as your content is engaging, informative, and worth your readers’ time.
5. Hire Experts
Let’s be honest: you don’t know everything. Sometimes I don’t even know enough to ask the right questions! Consider hiring professionals who have been there, done that, and know what tactics will work for your business. In the long run, retaining talent can save you time, energy, and money.
I know this may seem daunting. And yes, there’s a cost. But you owe it to your business to invest in its continued success. It’s time to double down!
Struggling to find new customers? I can help.
