Lead generation tips to help grow your business

What is lead generation?

Lead generation is a process.

Many think of lead generation as how you attract potential customers to your business and generate interest in your services. There’s more to it though, it’s also about how you turn that interest (leads) into new business, i.e. paying customers.

The three stages of lead generation

Imagine the lead generation process as a funnel. As your leads pass down through the funnel, they (your potential new customers) progress along the lead generation process.

Let’s see the funnel in three sections:

1. Attract

This is the top section of the funnel – the widest part.

Your aim should be to attract lots of interest and fill up this part of the funnel with potential leads, i.e. customers in need of your services.

Our post on tips for attracting new customers for your business includes plenty of lead generation ideas to build a customer base and attract new customers.

Generally, there are two different lead generation strategies to attract new customers: ‘outbound’ and ‘inbound’ lead generation.

Outbound lead generation

This can be done using direct marketing tactics, such as sending direct mail or advertising in magazines and other outlets.

Want to find out more about outbound lead generation strategies? Check out this post for everything you need to know about direct marketing for your business.

Inbound lead generation

This can be achieved through digital marketing, which is a broad term for your online ‘assets’ or presence. Think your website, your social media, presence on a trade directory, such as Checkatrade, and any online advertising you pay for.

Did you know:

• Between 1st Jan ’22 – 7th Apr ’22, over 3.26 million homeowners searching for a cost estimate for their home improvement project ended up on the Checkatrade site*?
• Checkatrade created 4.65 million jobs for tradespeople in 2021**.

We’ve packed loads of tips for using digital marketing as an inbound lead generation strategy into this post.

Checkatrade is the digital word of mouth – homeowners can see who their neighbours recommend for their next job. And hopefully, you’ll be recommended.

2. Educate

The middle section of the funnel is where you need to build trust for your services, showcase your expertise, and convince potential new customers to choose your business for the job.

Respond in a timely manner

When you receive a request for a quote or for more information about your services, aim to respond as soon as possible.

Research has shown that the speed at which companies respond to leads is directly related to whether that lead converts.

Check out our post on the importance of responding to leads quickly for more information, including some helpful ways to make sure you can respond even when you’re in the middle of a job.

Build trust

Now that you’ve captured the attention of potential new customers, you need to educate them as to why you’re the best company for the job. Essentially, give them plenty of reasons to say “yes”.

Here are some examples of things you can do to help with this part of the lead generation process:

• If you’re a Checkatrade member, make sure you let potential new customers know, either verbally, or through your website, social media, and van decals. 8 out of 10 homeowners would choose a tradesperson we’ve endorsed over one we haven’t***.
• On that note, ask if the customer has heard about the Checkatrade guarantee (or reference it on your social media and website). 6 out of 10 people are more likely to hire a tradesperson if they offer a guarantee****.
• Make sure you’re providing a consistent message throughout the lead generation process. That is, when a potential new customer visits your website, your social media platforms, or speaks to you on the phone, all your messaging should be professional and consistent.

3. Convert

This is the bottom section of the funnel, which, due to the trust and rapport you’ve built, now houses a bunch of potential new customers who are ready to seal the deal.

Our tip for this part of the lead generation process is to make this as easy as possible for potential new customers.

• Make sure there are plenty of opportunities for these leads to contact you. This is known as a ‘CTA’ (Call to Action).

You need to strike a good balance when adding your contact details. Add them in places that are natural. Bombarding customers with your details and ‘get in touch’ constantly does quite the opposite.

Of course, you will have CTAs on your website, either as a contact form or as a phone number for people to get in touch.

If you’re a Checkatrade member, you’ll have plenty of CTAs on your profile page.

• If asked for a quote, include any professional qualifications you or your team have, any affiliations with professional bodies, and reviews from happy customers. Check out our post on putting together a winning quote.
• Make sure you follow up with potential new customers. Staying engaged will help to build trust and rapport and help to convert the lead into paid work for your business.

Quick summary

• Lead generation is the process of attracting, cultivating, and converting potential new business into paying customers.
• To get new leads, use inbound and outbound lead generation strategies to build a customer base and attract new customers. Scroll up to read about these lead generation strategies.
• Be sure to nurture the new leads to help convert them into paying customers. Some easy (and proven) ways to do this is to let homeowners know you’re a Checkatrade member and to let them know about the Checkatrade guarantee.
• Time is of the essence. Don’t let new leads linger. Act fast to help secure the homeowner’s interest.
• Follow up with potential new customers to build trust and rapport.

FAQs

What is lead generation and why is it important?

Lead generation is the process of attracting potential new business and converting it into a sale. Lead generation is important as without it, there would be no sales funnel and your business would dwindle.

What is the best way to generate leads?

There are two ways to generate leads: inbound and outbound lead generation.

Outbound lead generation can be achieved through direct marketing such as direct mail.

Inbound lead generation can be done through digital marketing efforts, such as the use of social media platforms.

* Source: Google Search Console stats for checkatrade.com
** Source: December 2021 Checkatrade’s own data
*** Deep Blue Thinking Badge of Honour Research
**** Deep Blue Thinking Badge of Honour Research