That of course is a complicated question - or series of questions. A better approach is to think about two pragmatic ones first.
- What do you want to achieve?
- What are you able to do?
I recently had a chance to conduct a digital review for a small business in the Business Intelligence and Analytics space. Their current website was well designed and generating a lot of traffic for them. As a smaller player in their field however they have a common challenge of not being well known to their prospective customers and were not generating any leads from their digital efforts. They had also invested a fair amount of money into their current website and wanted to keep any changes (even improvements) at a minimal cost.
Here are three recommendations I made to help generate leads.
1. Give content away
Within their service areas and industry vertical sections they had provided some limited examples of their work. Most of these examples however were password protected and as a technique to generate contact you needed to connect with them to get the password to view more.
I believe that before you can ask a prospect to take that step, you need to show them true value. My recommendation was to provide a single, solid example of their work within each area and vertical. No passwords and no hassles for prospects. Within each example I would also recommended providing a clear call to action to see or learn more by contacting an Account Rep to arrange for an online demo or access to other examples.
2. Testimonials
No eye rolling here, as this is not news, but is an essential piece of content that helps provide credibility.For each example of their work my recommendation was to contact the customer who that work was for and ask them to write a recommendation for it. For this particular case I suggested that they may even write it for them to start and to focus on explaining a) why they chose to use their service and b) what they got out of using it.
No one wants to be the first customer. People want to know that the tool / service / approach that they are considering is tested and true.
Some new businesses do not have case studies to demonstrate their work, which is a whole new challenge. Delivering a proof of concept for prospective customers at no charge can help overcome this barrier.
3. Lead on LinkedIn
LinkedIn is the leading professional networking site and can be very valuable for companies to create awareness, whether you're a massive multi-national or 2 person shop. Company Pages and Discussion groups are a great opportunity to connect with like minded people, participate in discussions and demonstrate leadership.The employees of this company had incomplete profiles that linked to the company page, and even then the description of their jobs was not consistent. Cleaning that up is easy.
My recommendation to them was to dedicate time and energy into leading conversations and establishing credibility through discussion groups. Identifying groups that their customers (current and prospective), competitors and peers were involved in and joining in the conversations is the start of that.
Starting conversations topics and leading discussions within those groups to get their point of view out is the next step. This company has a treasure chest of content around their ideas and approach on their website. By using this content through LinkedIn they can easily get more mileage out of it.
From a budget point of view, none of these recommendation cost very much. This to me seemed more like an exercise in understanding what the true business objectives are and thinking about how to best achieve them.
