If you’re like me, chances are that you have been putting off certain projects because there have always been more pressing things to do in the business. But self-isolation is the perfect time to work on your business and start thinking about what your customers will need and want.
Over the years I’ve come across various models that explain how to grow the business. Some are better than others. The one I always come back to however is Brad Sugars’s Business Chassis: The 5 ways. You can find out more about Brad Sugars here.
What is the 5 ways theory? Simply put it`s 5 things you should focus on in your business:
- Lead Generation
- Conversation Rate
- Number of Transactions
- Average $ Sale
Today we’ll talk about lead generation.
What is lead generation?
Lead generation means the number of people who call you up or come into your shop as a result of the marketing you`re doing. They are your potential buyers. Do you know what this number is for your business on a monthly basis?
If the answer is “I’m not sure”, here’s what you need to do:
- Start developing your database of prospects.
- Find out what they`re interested in
- Find ways of communicating with them.
Check out or great tips below on how to go about developing or designing great strategies that will not only generate more leads for your business, but it`ll open new channels of communication.
Once you set up your database, start communicating with your audience. An electronic newsletter is a good way to start. According to the Direct Marketing Association, email has an ROI of around 4300%, and 25% of Black Friday revenue is generated via email campaigns. Given these sorts of stats, it’s clear that not only every email address you capture is very valuable, but email marketing will contribute to the growth of a business.
There are a few online platforms that can help you design professional looking newsletters and measure the success: Constant Contact, Mailchimp, Campaign Monitor, just to name a few.
Create your content and decide on a schedule: weekly, monthly, bimonthly newsletter?
Design your newsletter. The above-mentioned platforms offer templates you can use. However, if you want to go for a unique look, design your own by using your brand elements.
Come up with a killer subject line to make sure your newsletters are clicked on and read.
You want to grow your audience, right? Make sure you add a sign-up form to your website and social media profiles, and you have a button in your newsletter too. You’re almost done. Test your email to make sure everything looks good, and set up campaign statistics.
You`re good to go!
2. Update or redesign your website
Did you know that poor web design can hurt lead conversions and sales? No matter what your company size or industry is, it’s crucial that you take a strategic approach to your website redesign.
How do you know when is it time to redesign your website?
- It has an outdated design
- The business has evolved since its early days and you added new products and services to your portfolio
- The website is not user friendly
- The statistics on Google Analytics don`t meet your expectations
3. Create a social media page if you haven`t already
Getting started with social doesn’t have to be expensive. Here are some strategic social media tips on how to create a social media marketing plan (Source: How to Use Social Media for Small Business):
Set social media goals and objectives
Create goals that follow the SMART framework. They should be specific, measurable, attainable, relevant, and timely. Base your goals on metrics that will have a real impact on your business. For example, aim to acquire customers or raise your conversion rate, rather than simply racking up likes.
Research the competition
How are your competitors using social media? While you don’t want to copy them, learning from what others have done is a great way to reduce your learning curve. A competitive analysis can help you learn what’s working and what’s not for other businesses like yours.
Conduct a social media audit
If you’re already using social media, now’s the time to take a step back and evaluate your existing efforts. You’ve looked at what your competitors are doing online, but what about other businesses? Take inspiration from the success of businesses in all industries. It’s also a great idea to ask existing followers what they want to see more of, then give them exactly what they ask for.
Create a social media calendar
A social media calendar helps you post the right content to the right social channels at the right time. It should include a plan for your content mix. Try starting with the 80-20 rule. Use 80% of your content to inform, educate, or entertain your audience. Use the other 20% to promote your brand or sell your products.
If you need help with your self-isolation marketing strategy, get in touch, we`re here to help!
Our next blog will be about Lead conversion. Make sure you subscribe to our blog below to get the latest small business tips delivered to your mailbox.