How A New Business Lead Can Easily Be Attracted To Your Coaching, Consulting Or Training Business?

One of the questions that many business owners and entrepreneurs have on their mind is how to attract a new business lead?  Many small businesses focus time, effort and money on getting a product to market or on having a great website.  However, significantly less time and resource is spent on marketing and acquiring a new customers.  There is a reason for this; there is a wealth of information online about marketing and there is a perception that all you need to do is build a site and the traffic will come.  This leads to confusion and generally limited targeted visitors as a website that is not optimised will attract zero traffic.  But if you want help then read further.

 What is a coaching or consultancy lead?

It is surprising difficult to get a clear online definition for the term lead when applied to marketing.  As far as Google is concerned the term ‘lead’ could be a metal, something that leader’s do, or a cable to wire a stereo with.  The closest definition can be found with the term ‘sales lead’.  A sales lead is:

[stextbox id="black"]“…the identification of a person or entity that has the interest and authority to purchase a product or service. This step represents the first stage of a sales process. The identification of the sales lead is referred to as lead generation, a process conducted by either the marketing or sales organization.”  Source: http://en.wikipedia.org[/stextbox]

How to get a new business lead?

So, leads are people who have an interest in what you are selling.  You can attract new business by one of many methods such as buy them from a lead generation company, buy them through a Google Adwords pay per click (PPC) campaign or attract them to your site via organic search (i.e. developing your own online content) using Search Engine Optimisation (SEO).

Targeted Sales Lead Traffic

A challenge with online marketing is that once we get people to visit our site we don’t necessarily know how close they are to buying – we only know when they action take action and buy.  How about the rest of the people?  Why have they come to our site? People will come to your site for a number of reasons.  Here are a few examples of reasons why someone might visit your site:

  • they want to learn about some aspect of your business niche
  • they have a general interest and want a quick overview of your business niche
  • they want to buy a specific product or service that you sell
  • they are intrigued or curious by you, or others that visit
  • they want to be entertained in some way (e.g. funny stories, videos etc).

This is by no means an exhaustive list, however, its not all that complicated when you break it down.  Your job is to figure out what the average visitor wants in order to encourage them to buy.

What types of objections might they have and what types of information will they want to read before they are ready to buy from you.  This is assuming that you have a high quality product or service to sell in the first place.

You probably have most of this information prepared already in one form or another you just need to distribute it to your prospects in a systematic way – the sales process.

Not now but maybe later

How often is it that you find a product that you love, but it just isn’t right for you at the time when you first see it.  Maybe a course that you’ve found or a book or a specific coach that you’d be interested to work with.  But either don’t have the time now or the available funds.

[stextbox id="warning" caption="Don't Loose Your Lead"]A mistake that is made by many coaches, trainers and consultants is that they do not have a method by which to capture even one new business lead.  In this context, a new business lead is a person who is really interested in you product or service but are not ready to buy straight away.  Take a look at my free list building mastery eCourse for ideas on smart ways to capture leads so that they don’t pass your business by.  [/stextbox]

In this instance the new business lead either takes a note of the product and the seller or simply forget all about them until they get reminded again at some point in the future.  The problem here is that the original seller may loose out in a sale if they don’t find a way to connect them to the lead in the first instance.

How to get business leads for free?

When push comes to shove let face it there are no free lunches and there is no free traffic.  But there are methods that you can successfully employ that mean that with time and effort on your behalf you won’t have to part with cash to attract people to your website. [stextbox id="black"]Understand this; quality targeted traffic comes at premium – either in time or cash.[/stextbox]

There are three key methods that I abide by in order to attract prospects to my site.  Whilst I have a good knowledge of SEO techniques I don’t allow myself to get lost in the detail.  I use the mantra KISIM (Keep It Simple Internet Marketer!). So by all means use the best free SEO training on the net at SEOMoz.org but also consider the 3 step method used by many smart entrepreneurs.

3 Step Method To Attract New Traffic

1. Deliver the best content possible.

Don’t write your content for search engine’s such as Google. Make sure that you always write for people first. This should be at the heart of your content writing strategy.

The search engine algorithms change, but every time that they do there is always an emphasis on making the search engine better at identifying the best possible content for a search query — and there is no indication that things won’t be the same in a year from now or even in 10 years from now.
In step 1, of the process, it is best not to overly concern yourself with optimising content for search engines. Start by writing the best content that you can.

If you write content that is relevant and has value, then search engines will only want to engage with your site more. The more that search engines love your content the more likely it is that they will offer it as a search query result to those people trying to find that content.
The search engines want to offer content that people love – so make your content the best it can be. Don’t skimp back with this stage.

2. Search high traffic keyword phrases, that have low competition.

Here’s where the SEO tactics that have impact come into play.

When you have finished your article, the next step is to research phrases that are related to the topic of your article.

I use a keyword density tool to highlight the keyword phrases in my article that appear most frequently. This gives me 6-10 phrases.

Then I use the Google keyword tool to identify related keywords to my articles keywords. I try to build lists of 1000+ related keywords.

Then simply export to MS Excel and sort the list into competition order. Identify the keywords with lowest competition and highest traffic figures.

It is surprisingly quick to find a great keyword phrase that applies to the content you wrote for your article in step 1.

3. Tweak the content to reflect the target keyword phrase.

Now that you have used Google keyword tool to make sure that 1) your term has enough people searching for it, and 2) that the competition for the term is low enough that you can have a chance at getting to #1 in Google, you’re ready to use the data to make a few adjustments and publish your article.

You can tweak your article to target your chosen keyword phrase. These are quick adjustments that you can make in less than ten minutes.

Here’s a list of all the content tweaks I make…

[stextbox id="info" caption="4 Tweaks To Your Article’s Content"]

1. Title of the blog post: the closer your keyword phrase (in my case “new-business-lead” for this article) is to the beginning of the title, the better off you will be. That’s why I titled this post “How A New Business Lead Can Easily Be Attracted To Your Business” and not “3 Amazing and Incredible Tips To Acquire New Business”. You want your keyword to be near the beginning of the title.

2. URL of the blog post: If possible, make the URL the exact phrase. For example, http://thecornerstones.net/blog/new-business-lead/ rather than adding text in front of or after your keyword phrase.

3. Images within the post: If you have an image name it after the keyword phrase you’re targeting, for example, new-business-lead.jpg. Or change the ALT tag to the keyword phrase.

4. Change related phrases to your keyword phrase: I always proofread my articles one last time before publishing. When I do this, I’ll change any closely related phrase to my keyword phrase.

For example, if I see “business lead” or “person interested in your business” I will rework the sentence so that it says “new business lead” instead.

Don’t go overboard with this. Every paragraph doesn’t need your keyword phrase in it. I simply substitute it when there is a natural fit.
[/stextbox]

And that’s all the tweaking that I do.

If you want to know more about attracting traffic without parting with your cash then I invite you to take a look at my free list building mastery eCourse.

If you want to know more about attracting traffic without parting with your cash then I invite you to take a look at my free list building mastery eCourse.

How to get more leads than your competition?

The first step here is to conduct research on what online marketing your competition is already engaged in.  You can do this easily by downloading a free tool like SEOQuake to find out the keywords that have been optimised on their site.

You can then search for a few of these terms to see to what extent that they are using an effective Adwords campaign.  This will give you an idea of what you are up against.  However, if you simply offer better quality service and in conjunction have better quality content on your site, then over time and with some social proof and client testimonials you are likely to emerge a strong competitor.

I would be really interested in hearing what techniques that you have put in place to attract leads to your site.  Please go to the bottom of this page and leave a comment.  I hope that you find value in this post that your online venture proves a great success.

To Your Success
Howard Clemence
Professional Internet Marketing Coach

Author of How You Can Generate 50-100 Leads Per Day
http://tinyurl.com/3okcd9z

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