Lead Generation
The process of attracting and capturing interest from potential customers, converting strangers into people who have expressed interest in your product or service.
Lead generation is the process of getting potential customers to raise their hand and say, “I’m interested.” A lead is anyone who has given you their contact information or expressed interest in your business — someone who filled out a form, called your office, signed up for your email list, or requested a quote. Without a steady stream of new leads, even the best business will eventually stagnate.
For small businesses, effective lead generation usually combines multiple channels. Your website should capture leads through contact forms, newsletter sign-ups, and downloadable resources. Google Business Profile generates leads through calls and direction requests. Social media can drive leads through direct messages and link clicks. Paid advertising accelerates the process by putting your offer in front of people actively searching for your services.
The quality of your leads matters as much as the quantity. One hundred tire-kickers who never buy aren’t worth as much as ten qualified prospects who are ready to make a decision. Improve lead quality by being specific about who you serve and what you offer, qualifying leads with targeted questions on your forms, and focusing your marketing on channels where your ideal customers spend time.
Once you generate a lead, the follow-up process is critical. Studies consistently show that responding to a lead within five minutes dramatically increases your chances of converting them into a customer. A CRM system helps ensure no lead falls through the cracks by tracking every interaction and reminding you when follow-ups are due.