If you own a brick-and-mortar, service-based business, then it goes without saying that lead generation must be a constant priority.
Quit generating leads and you’ll soon have bricks and mortar... but no actual business.
This is why I’m so passionate about explaining lead generation marketing to clients with local businesses. With a powerful funnel in place, you can stay focused on providing your customers with the best possible services and experiences, while leaving the heavy lifting to your funnel.
6 Lead Generation Marketing Tips for Creating a Badass Funnel
If all you have for lead generation right now is word-of-mouth – or even less than that – don’t worry. Although successful lead generation marketing will supercharge your profits, creating a customer attracting and high-converting funnel doesn’t have to be complicated. In fact, simple is best!
Here are six tips to help your improve your lead generation efforts:
1. Identify Your Different Customers
Chances are you have more than one type of ideal customer.
If you’re a chiropractor, you have people who need adjustments because of athletic injuries, those who suffer from specific ailments, those who need help improving their range of motion, etc.
These customers have vastly different needs, so your lead generation marketing strategies must target each of them differently.
Take a second, right now, and list out all the different types of customers you serve. Then, under each of these buyer personas, define the following:
- Age Range
- Where in the Area They Live
- Estimated Budget for Your Services
- Reason They Need Your Services
You should be putting in a lot of time and thought into each buyer persona. Go beyond just demographics and get granular. Dive into their characteristics, likes, dislikes and even name each persona. The more you know about your ideal customer(s), the more specific you can craft your offer and message. This is extremely important because improved and advanced advertising options have made people numb to generalized, mass media messaging. The more specific you get, the better your lead generation tactics will work.
2. Come Up with a Compelling Offer
Before you can begin converting leads into customers, you need to attract them into your funnel.
As you’ve probably heard, there’s no such thing as a free lunch. You need to offer people something if you want them to hand over their contact information, which you can then use to follow up and guide them through the buying process.
This compelling offer is your lead magnet and you have all kinds of options for what it will be, and mediums you can deliver on.
For example, if you’re a dentist, you could offer a monthly newsletter about oral hygiene in exchange for the lead’s email address. Now, you have a method for contacting them when you decide to offer a deal on their first cleaning.
If you don’t have time to put something like that together, consider a free service you could provide. An accountant might offer a free 30-minute meeting to go over a lead’s current finances. Not only will that garner you their contact information, but it will also get them in the door!
Create different offers for your different personas. If you’re a financial advisor, you’ll probably need one offer for recent graduates looking to set up a retirement plan, and something completely different for those who are interested in creating a living trust.
I encourage you to think outside of the box when creating your lead magnet. Don’t just offer a free consultation. Everyone and their mother does that. Why would someone stop what they’re doing to have a consultation with you vs. the 20 other people with the same offer?
Most times, the lead magnet is the first impression you make with a potential customer. This offer needs to provide value in a way that makes you and your business stand out from the crowd. Research what your competitors are doing and go the opposite way. Think of ways you can solve a common problem or answer recurring questions. When creating your lead magnet, always think of how you can add value to someone’s life or solve a problem or annoyance, whatever it may be that YOUR ideal customer is facing.
Think of your offer as bait. If you want to catch a “big” fish, you’re going to need "bigger" bait. If you want that client who’s going to pay for your vacation home, it’s going to take something pretty impressive to grab their attention and earn their interest.
So, if you create an offer that isn’t getting any bites, it’s time to rethink your bait.
Finally, another massive advantage about this strategy is that it can also become the beginning of what ClickFunnels founder, Russell Brunson calls a “value ladder.” In short, you start with a free offer like your lead magnet, then you convert the lead into a paying customer with one of your most affordable services.
As time goes on – and you prove your value even further – you can continue ascending them up your value ladder of products and services.
3. Start Socializing with Your Personas
One of the most powerful (and cost-effective) tools for local businesses investing in lead generation marketing is social media.
If you don’t already have one, it’s vital that you create a Facebook business page for your company.
Then, get busy using ads to target the different personas you created in the first step.
This is much easier than it sounds because Facebook offers a massive list of options for targeting their users, and also provides free online training called Facebook Blueprint.
Here are just some examples of the characteristics you can use to generate leads on Facebook:
- Location (including people who will soon be traveling to yours)
- Relationship Status
- Income Level
- Net Worth
- Life Events
- Parental Status (e.g. New, Parents w/Toddlers, Parents w/Teenagers, etc.)
- Entertainment Interests
- Hobbies and Activities
- Food and Drink Preferences
If you’re an accountant interested in helping people set aside money for their child’s college fund, you’d probably want to use their Income Level, Parental Status, and, of course, Location.
Also, don’t forget to sell yourself, too. For many customers, whom they do business with is just as important as the service they require, and the quality of service provided.
Best of all, Facebook ads still remain extremely cheap. On average, you’ll only pay about $00.58 per click. Of course, the actual amount will depend on your industry, location, size of your audience, the time of year, and the quality of your ads.
Still, considering the pinpoint accuracy with which you can target customers, Facebook ads are a steal!
4. Show Leads Exactly What They Can Expect
85% of consumers report that they trust online reviews just as much as they do personal recommendations, so it definitely – and literally – pays to rack up positive online reviews from happy customers.
However, you should also leverage client testimonials within your lead generation funnel, too.
Show leads how your customers have benefited from working with you, and their personal experience throughout the process.
Once again, think about those personas you created (did I mention how important they are?).
Use testimonials that will be relevant to each of your personas and sprinkle them everywhere.
A personal trainer with a testimonial from a new mom who got back in shape after her pregnancy probably won’t be very compelling to a 22-year-old man who wants to get in shape for the beach.
Expert Tip: For best results, show the actual person from the testimonial and provide as many details as you can. The testimonial shouldn’t just reference the service, either. It should also address what it was like to work with you (i.e. amazing, easy, organized, etc.).
5. Keep an Eye on Your Competition
There’s no shame in spying on your competitors.
Well, at least online.
Any competitors without lead generation marketing of their own won’t be competitors for very long.
However, those that do have a strategy in place can be extremely helpful.
For example, check out their Facebook page or any other social profiles. What are they regularly posting about? What kind of lead magnets are they using?
Jump over to their website to do the same type of reconnaissance. You can also try searching for your company’s keywords and see if any ads show up. How are they trying to entice leads to visit their page?
Expert Tip: Head over to similarweb.com to search and compare your competitors’ website traffic statistics & analytics. This will give you a deeper understanding of their online strategy and you may even discover opportunities for your business.
Aside from the social interactions on their business pages and posts, it’s tough to know just how well their lead magnets and the rest of their lead generation marketing strategy is doing.
Nonetheless, this tactic is still highly recommended because it can give you some very valuable ideas for coming up with more compelling offers and accurate buyer personas.
6. Never Stop Testing Your Strategy
As I mentioned at the beginning, once you have a solid approach in place, life is going to become so much easier. You’ll wonder how you ever operated without a powerful lead generation funnel in place.
That doesn’t mean you’re completely done with it, though.
After you implement your funnel and start driving traffic to it, you’ll begin receiving feedback. You’ll find that some people never signed up for your lead magnet. Others who did never became customers. Some of the customers you earned may have been less-than-ideal, so you don’t want to attract that persona-type anymore (nice problem to have, huh?).
All of this information can then be used to improve your lead generation funnel.
Remember, keep your funnel simple. This will make it easier to test, and will also allow you to quickly pinpoint weaknesses within your funnel. Once your simple funnel starts delivering the results you desire, that’s when you scale.
Don’t get discouraged by this last step, either. I promise that you’ll actually look forward to working on your funnel as it starts to work and becomes clear just how valuable it is to your business.
How Would You Like a Much Better Bottom Line?
You wouldn’t mind?
I didn’t think so.
Then, starting today, put the above advice into play and you will see more customers at your location and enjoy the increased profits that come with it.
No room to wear yet another hat?
Hoping to actually get a full eight hours of sleep one of these days?
Well, I can’t help with that, but I can help you implement the above advice, plus countless other strategies I’ve learned as a Top 30 ClickFunnels Designer with nearly a decade of experience working in lead generation marketing.
So, if you’d like more business without actually having to do more work, I’d love to make it happen. Contact me right now and let’s get started.
Meta Title: 6 Lead Generation Marketing Tips for Your Brick-and-Mortar Business
Meta Description: Lead generation marketing is absolutely essential to improving your business’ bottom line. Fortunately, even though you may have a brick-and-mortar operation, there are plenty of methods available in the digital world for attracting more leads. Here are six from a Top 30 ClickFunnels Designer.
Keyword: lead generation marketing
Founder, Brilliant & Badass – Digital Marketing Agency Ambitious, creative and a born leader, Jenn has over nine years of industry experience. Her expertise in analyzing brand performance, predicting product trends, and developing compelling strategies allows Jenn to successfully conceptualize innovative initiatives, dramatically increase brand awareness, and drive sales. Jennifer founded Brilliant and Badass – Digital Marketing Agency in October of 2015 after years of gaining experience in the corporate world both on the agency side as well as the client side. While Brilliant & Badass offers a variety of supportive digital marketing services, Jenn’s passion lies in helping local, service based businesses grow by creating unique strategies and implementing end-to-end lead generation funnels. Her passion for funnels lead Jenn to being internationally recognized by Click Funnels as one of their Top 30 Designers in August 2017. Social Media Handles: Instagram: @brilliantandbadass Twitter: @bizbabejenn