This post is one in a series of five guest posts authored by the super star bloggers pictured below. As part of a celebration of National Small Business Week we are asking readers to match all five guests posts up with the contributing blogger to be entered for a chance to win an iPad2. Read all five posts in today’s series and come back each day this week for five new posts in this great educational series and another chance to win.
Rohit is a founding member of the Ogilvy 360 Digital Influence team, the world’s largest global network of social media strategists. His personal marketing blog called Influential Marketing has been recognized as one of the top 25 marketing blogs in the world and was featured in the Wall Street Journal. He also teaches global marketing at Georgetown University.
How Do I Get More Leads in the Top of the Funnel 2
There was a moment in the movie Forrest Gump where he was caught with his friend Lieutenant Dan in a huge storm on board their shrimp boat. As a storm rolls in and destroys all the boats docked at the port, Gump’s boat survives thanks to being out at sea. He comes back, ends up with a relatively monopoly over shrimp boating and gets rich.
So the obvious lesson here for getting more leads is to watch for storms and hope to be the last boat standing. Of course, that will probably be hard advice to follow if you happen to not be in the business of shrimp boating, or not really excited about the idea of having a business strategy focused on hoping for a big storm.
The irony is, that is exactly what many small businesses are doing with their marketing by placing ads in locations that are unlikely to be acted on, following ill-advised trends or advice to create social media graveyards (which never see the light of any attention or conversation), and assuming that just offering a good product or service will spread.
Hope is not a marketing strategy.
Instead, consider that leads come from many different methods. Here are a few that could be worth focusing on:
1. Show up in real life. There are dozens of events taking place in just about every region. Are you making an effort to show up and meet the right people in person?
2. Share expertise for free. Often you will be in a position where you are selling some type of expertise – but how much of it are you offering for free? Free advice, particularly online, has a way of paying off in terms of building your reputation as an expert. And reputation leads to, well, leads.
3. Make powerful friends. As the new social media adage goes – it’s not who you know, but who knows you. The more influencers who you can build relationships with, the more likely those will come back to your business directly with new leads and referrals based on what you do.