This Week's Question: How do I get more leads for my business?
A common question we hear all the time is, "I'm not getting enough leads for my business. How do I get more?"
If this is a question that you have, you're not alone. Statistically, 61% of all marketers these are professional marketers this is all they do all the time, they have the exact same problem that you have.
So why is it so hard to generate leads and do great marketing? For big businesses they have completely different problems than you have, but for small businesses what we find all the time is you're simply not doing enough marketing. And as a result of that you're just not spending enough money to get the leads to grow your business.
I'm Tom Malesic, founder and President, of EZMarketing, a marketing agency in Lancaster, PA, and you're watching Ask EZ. This is where small business owners come to get the answers to their marketing questions with real life tactical answers for how they solve them.
If you want to know how to generate more leads and grow your business keep watching.
You're Not Doing Enough Marketing
The biggest problem that we find with our small business customers as to the reason why they're not generating enough leads, is they're simply just not doing enough marketing.
They're picking one or maybe two tactics. Think about it, when you do this, what are you doing? You're putting all your eggs in one basket, and what happens when that one or that second tactic doesn't work. All your leads stop coming in as well.
So it's really important that you do more than one thing. Think of it like baseball, right. The best baseball players what do they do, they get on base. A lot of businesses what they're trying to do is you're trying to just like hit that home run ball all the time. But the reality is marketing is all about little base hits. I want you to do lots of different marketing tactics so that we can get little win, little wins, steal second base, and be really successful and grow our company.
A question we ask in our office every single week is "where did this lead come from," and what we find is that we can't always conclusively determine where it came from because it came from so many different touch points. And what we call this is the compound effect of marketing. We might have talked to them at a seminar, or maybe we met them at a Chamber event, they've been on our mailing list, maybe we even had appointment with them 10 years ago, but at the end of the day, we have this new customer as a result of doing lots of different marketing tactics.
Not Spending Enough Money on Your Marketing
The second biggest reason why small business owners struggle with generating more leads and more sales is because you simply don't spend enough money on marketing.
And more importantly, you don't spend money when business is slow.
Just yesterday I met with a customer and they have a seasonal business, so over the winter months that's when their business slows down. And we were talking about doing some Facebook marketing, and the owner says to me "listen, Tom why don't we wait until the spring when things pick up and then we'll start to do Facebook marketing." And I kind of scratched my head and I said, well do you think that's a really good idea? Because what you're really telling me is that you want to spend the money and do the marketing when things are really good and you kind of don't need as much help right you're getting the leads in at that point.
What you want to do is you want to spend the money during your slow time so that we can generate more business when you really need it. So stop running your marketing out of your checkbook and run it based on your business cycles so that you're spending the money when you need it the most.
Where Do You Start? What Tactics Do You Use?
Now that you know you need to do a lot of marketing. Where do you start, what marketing tactics should you do first, and what's the best one that you should pick? My answer to that is the one that you'll actually do. There's no magic bullet, you just need to start picking a marketing tactic and do it.
Some of our favorite ones obviously you know we're big into website design, you could do PPC advertising, you could do Facebook ads, you can do SEO marketing, geofencing, direct mail, postcards, email marketing, referrals. You could do radio, billboard, TV, doesn't really matter what you do, we just want you to start doing more marketing.
Here's your homework:
I want you to pick one marketing tactic, I don't care if you've done it in the past you've never done it, I just want you to pick one that you're currently not doing. Then do it, really follow through and do a good job on it, then next month pick another marketing tactic. So at the end of the year, you'll have 12 marketing tactics that are running all the time and that's how you're gonna grow a successful business and generate new leads every month.
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