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Smart Lead Generation: Content Strategy for New Businesses

by | Sep 1, 2022 | Brand, Business, Marketing | 0 comments

A lot of small businesses struggle with the idea of building a business without capital. As the person with an idea, you need money to hire a lot of people including SEO experts, copywriter, marketing experts, social media, and many other digital skills. The alternative is to learn some of these skills and bootstrap.

That’s why I wrote the book Build Your Brand. I wanted to offer a DIY guide that helps you to learn all the introductory tools and methods for building online brands.

As you might have discovered, there are many problems to solve online. The world is now a global village that has opened up opportunities for e-commerce, remote work, and virtual business networks.

Recently as I look at my email list and how it has grown, I have been hesitating to keep growing the list. My mailing provider will charge a fee once I cross the 1000 user limit and I want to be sure I am nurturing all the more than 700 leads I have attracted. I have had to downsize a couple of times just to keep my business cost down. However, what this should tell you is that I have no doubt at all that businesses can grow digitally through content marketing.

One of the solutions everyone can connect with is the need to break down mental barriers. The knowledge economy is booming as everyone wants to learn something new today! In fact, I have personally shared my journey as a trainer and how I created writing courses like:

  1. The 21-Day Writing Course
  2. The 30-day mentoring program for writers and freelance copywriters.
  3. Work from Fiverr.

The knowledge economy is not only beneficial to trainers. Content has also made it possible for information to become a part of your marketing strategy. It’s obvious that if prospects don’t like or connect with you or your business, there’s no way they’ll buy a service or product that they could source locally!

Why should anyone leave the businesses in their local area to purchase a service from a business all the way in India?

Content marketing is one of the reasons people seek experts that are not in their locality. Producing valuable content could easily help you reach a lot of people all over the world. Social media marketing companies like Hootsuite and Buffer expend a reasonable budget on telling their product stories so that they can sell their services to you.

Great content brings 3 benefits to your business:

  • Traffic
  • Trust
  • Temptation.

These 3 Ts cannot be negotiated as they help you create a consistent stream of business. They are critical to any business.

Let’s say you are selling hardware or construction materials and you’ve set up all the offline delivery logistics.

You don’t have an office in the city centre with some huge billboard subscriptions. You have ZERO clientele, you are starting from scratch and you’ve ordered your products.

How do you get to your first customer? – Lead Generation

Once it’s 8 am, all your friends and family are heading out to work where they’ll be too busy to know your struggles and will likely not think about you until the next life event—a birthday or a death.

And everyone considers people who sell at these kinds of events desperate and unable to read the room so there goes your opportunity to sell to people directly.

You’ll pass out a few cards to your family at home and they’ll give them to their friends who will stuff them under a lot of crap in their purses.

Now what?

You discover the internet.

Here’s what I would do if I had a business to build from scratch and no money for expensive marketing and funnel tricks:

  1. First, I’ll commit time to break down my offers into great packages. Write them out so simply that anyone can understand at a glimpse.
  2. I’d commit time to creating sales pages with free tools like WordPress, Wix, Webflow etc.
  3. I’ll duplicate the sales pages on social pages that allow you to list products like Facebook and WhatsApp Business.
  4. I would definitely learn how to write better or have a great content developer on retainer. Specifically product based content and then marketing content.
  5. I’ll spend a lot of time writing helpful resources for people thinking about building a home. It will target homeowners, contractors/subcontractors and developers because those are your likely buyers.
  6. Then, spend some time daily adding people who are in the area or locality I cover. Most would be easy to find in social media groups. Maybe even search for parenting groups because those are people who want homes for their families.

Then, I’ll get my content person to write accurate, well-researched articles that get these groups talking to me. This content is all I’ll be distributing, repurposing, and using to point readers to the offers I created at the beginning.

Want To Discuss and Design a Similar Content Strategy?

Your first hour is on the house! Whatever product or service you are creating needs to become a digital entity and you can take advantage of this free consulting offer.

Creating a free offer as I have done in this article is typically a great way to build relationships with your customers. All over this website, I have provided several free resources that are great lead magnets and they convert often to new leads in my email list. For the hypothetical business I have described earlier, a relevant offer could be some consultation or a free building quotation offer to those who begin to ask questions and that is how you’ll find your first customer. That’s how you tempt people and get them to connect with you.

New friends mean new business. Marketing and sales are a game of networking and friendship.

Let’s talk if this sounds like a plan you want to implement.

Thanks for reading. If you love this content, please share it with your friends. Check out my home page for more valuable content and my portfolio. Take a minute to browse my bookstore for helpful resources. I am always open to working with you on your next content marketing or book project whether you are a leader, brand owner, coach, aspiring author, or ecommerce owner.

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