Struggling to generate leads online?
If you’re trying to grow your service-based business online, then you need leads. Without leads, you don’t really have a business. However, I’ve lost count of the number of business owners I meet, who are really struggling to get them in the online space.
Some of them have been trying to work it out themselves and feel like they’re going in circles trying to work it out. Others have bought into programs that teach them a strategy for a specific platform but when it’s not worked for them, they’re usually told it’s because they’re not following one of the steps exactly.
There are times when this is true – miss a crucial piece of the puzzle and you won’t get leads. However, it’s not always so straightforward.
The truth is, there can be a whole host of reasons why you are struggling to get leads online, many of which go beyond the sorts of things taught in these programs. It’s one of the main reasons that I created a group programme with a one-to-one element – to help my clients GROW their online leads and sales, I needed to be able to sit down with each of them individually to identify the reasons why they were struggling and to give them personalised feedback on the action they needed to take.
Essentially, if you are using the right content in the right places, then you will be able to get leads in your business. But that covers a whole myriad of different variants. This is by no means an exhaustive list. But here are five things you can look at if you’re struggling to get leads online.
1. You’re in the wrong place
There are numerous different platforms that you could use in order to build an audience and get leads online. There’s Facebook, Pinterest, Instagram, LinkedIn and Twitter, to name just a few of the popular ones.
You will be able to find ideal clients of yours on all these platforms – however, that’s not enough of a reason to choose one. For example, just because there are women who like to buy hand-made jewellery on LinkedIn doesn’t make it the best choice of platform for a jewellery maker.
There are other things that you need to consider, too. The first of these is to think about why the person is on that platform. With the example of LinkedIn, they’re normally using it in relation to their work whether that be their own business or their career. It could be a good place for a jewellery maker to build relationships with stockists of jewellery. However, it’s not where their customers are going to be hanging out when they’re in jewellery-buying mode – it would simply be a distraction and risks annoying or irritating an otherwise potential client.
We also need to think about the concentration of customers and how easily we can find them. While you might find a few of your potential customers on every platform, it’s likely that one will be teeming with them and has far easier ways of finding them. For example, Pinterest has a “women’s fashion” category and related, searchable keywords which would much better suit our jewellery seller. LinkedIn on the other would be far more beneficial to a Sales Trainer wishing to connect with Sales Directors and Managers as it allows you to search based on the job title.
If you want your content to work for you and to get you leads, you need to make sure that it’s in the right place.
2. You’re not talking to your ideal clients
I know many people get fed up with hearing about finding their ideal clients. But the reason so many people talk about it is that it’s vitally important to your success.
Your content has to speak to your ideal clients. It must be relevant to their experiences and the problems that they have and the stories you tell need to resonate with the right people. This can only happen when you know your ideal client.
Something magical also happens when you start writing content for a single person that you’ve created in your mind – small, precise, seemingly insignificant, details start appearing in your writing. It’s these details that build connections and develop relationships. Ever read something and thought, “Wow, it’s like they’re in my head or a fly on the wall watching me”? When this happens, we tell ourselves that this person really gets us – they know our struggles, why we haven’t been able to do certain things, the unique (not-so-unique) problems that we face and they’re the person that can finally help us. How do you get to those small details? By doingg the ideal client work? It all comes from those little details.
If you want leads in your business, you can’t get away from it – you need to do your ideal client work or your content will miss the mark.
3. Not built enough trust
Before your audience will buy from you, they have got to believe that you can help them. Developing that trust and relationship is an important step in getting leads. If it’s not there, customers are not going to buy.
How much you need can depend on what you’re selling and the price point. Buying a household item for £10 is obviously going to be very different to working with someone to overcome previous life traumas on a 3 month package that costs £2000.
However, if you’re not getting leads online, it could be because you have not yet established enough trust. What do I mean by building trust? Well, there are numerous ways you can do this with your content.
- Sharing a “how to” post will demonstrate your expertise.
- Writing case studies or using testimonials from previous clients will give proof of your experience and ability.
- Posts about your studies and learning will give insight into your qualifications.
All of these can help to reassure your audience that you can help them overcome their problem.
But I want to be clear about one thing – this is not a debate about whether qualifications or experience is more important. Instead, it’s about identifying why your customers should trust you – the answer to that is not “because you really want to help them”. That should be a given anyway. Instead, focus on how your clients can be sure that you’ll get them the results they want.
Make sure your content is giving them confidence in you!
What if it’s none of these reasons?
As I said, there are lots of different possible reasons, far more than can be covered in a blog post. However, it is something I can help you with inside my GROW program. GROW is for service-based business owners who want to GROW their online leads and sales without compromising their values. The 12 month bespoke experience mixes 1-2-1 and group support as well as giving you access to a comprehensive curriculum on content and copywriting. Doors will open again just once more in 2019…but only a few hours. Find out more and join the waitlist here to be the first to hear when it’s open.