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10 Lead Generation Tips for a Service-Based Business - Beyond SEO

Pull up a chair, grab your favourite cuppa and prepare for a deep dive. This is your definitive roadmap to supercharging your online enquiries beyond just SEO. From social media engagement to intriguing contests, we'll delve into 10 powerful strategies that can transform your service-based business. It's time to roll up your sleeves, friends - we're about to generate some leads!


Lead Generation for Service-Based Businesses


1. Engaging Social Media Presence - Winning Hearts One Post at a Time


For any modern business, having a robust social media presence is essential. Social media platforms provide a space for you to engage with potential clients and build strong, lasting relationships.


Social Media Lead Generation

1.1 Picking the Right Social Media Platforms


Not all social platforms serve the same demographics. Investigate where your target audience spends time online. LinkedIn is great for professional networking and B2B interactions, Instagram is ideal for visually-driven sectors like fashion and food, and Facebook caters to a wide range of users.


1.2 Content that Connects


What you post matters. Aim for a balanced mix of entertaining, informative and promotional content. Whether it's 'how-to' videos, insightful blog posts or client testimonials, every post should offer something of value to your followers.


1.3 Encouraging Shares and Likes


The more engagement your posts garner, the wider your content spreads. Integrate compelling calls-to-action in your posts, asking followers to like, share, or comment.


1.4 Engaging with Followers


Show your audience that you value their interactions. Respond promptly and positively to comments, answer queries and messages, and be sure to show your brand's personality in your replies.


2. Pay-Per-Click (PPC) Advertising – The Fast Lane to Visibility


When quick results are needed, PPC advertising offers a direct route to the top of search engine results, helping potential customers find you first.


Pay Per Click Lead Generation

2.1 Keyword Discovery


Research is your first step. Use tools like Google's Keyword Planner to identify the terms and phrases your potential customers are searching for online.


2.2 Crafting Your PPC Campaign


Use platforms like Google Ads to structure your campaign. Here, you'll select your keywords, decide on your budget, and craft engaging ad copy that will encourage users to click through.


2.3 Landing Pages that Convert


The page your potential clients land on when they click your ad needs to continue the conversation. It should match the promises made in your ad, and guide users towards a clear call-to-action (booking a consultation, signing up for a newsletter, etc.)


2.4 Analytics and Adjustments


Track the performance of your PPC campaign using analytics tools. Identify what's working and what's not, and make necessary adjustments to maximise results.


3. Social Media Advertising - Capitalising on Powerful Algorithms


With their sophisticated targeting capabilities, social media platforms offer incredible opportunities for placing your ads right in front of the people most likely to be interested in your services.


Social Media Advertising Lead Generation

3.1 Choosing the Right Platform for Ads


Just like with general social media use, your ad campaigns should be tailored to the platform that best suits your audience.


3.2 Audience Definition


Define your audience within the platform's ad manager, honing in on characteristics like age, location, and interests. The more detailed you are, the better your results are likely to be.


3.3 Engaging Ad Creation


Design eye-catching ads that speak directly to your potential clients. What problem can your service solve for them? Make it clear, and include a compelling call-to-action.


3.4 Tracking Performance


Regularly review your ad performance to understand your return on investment. This information is crucial for tweaking your campaign and improving results over time.


4. Email Marketing - A Direct Line to Potential Clients


Despite its status as one of the elder statesmen of the digital marketing world, email marketing continues to deliver impressive results, offering you a direct line to potential clients' inboxes.


Email Marketing Lead Generation

4.1 Building Your Email List


Encourage website visitors to share their email address in exchange for valuable content – an insightful eBook, a useful template, or a tempting discount.


4.2 Choosing an Email Marketing Platform


Services like MailChimp or Sendinblue can streamline your email marketing process. They provide templates, automate your sending process, and track your performance.


4.3 Crafting Engaging Emails


Personalise your emails as much as possible. Offer valuable content, keep promotional content to a minimum, and always include a clear call-to-action.


4.4 Monitoring Email Performance


Use the analytics provided by your email marketing platform to understand how your emails are performing. Track open rates, click-through rates, and conversion rates, and adjust your strategy accordingly.


5. Content Marketing - Establishing Your Business as a Thought Leader


Providing valuable, relevant content positions your brand as a trusted expert. It's a longer-term strategy, but one that pays dividends in building trust and attracting quality leads.


Content Marketing Lead Generation

5.1 Understanding Your Audience


What are your potential clients' interests and pain points? Use this information to guide your content creation process.


5.2 Producing Valuable Content


From blog posts and eBooks to infographics and videos, aim to create content that offers real value.


5.3 Sharing Your Content


Make your content easily accessible on your website, share it on social media, feature it in newsletters – the more places it can be found, the more people it can help.


5.4 Integrate Calls-to-Action


Encourage your audience to take the next step, such as signing up for a free consultation or a trial of your service, at the end of your content pieces.


6. Webinars - Demonstrate Your Expertise in Real-Time


Webinars allow you to share your knowledge and demonstrate your expertise. They also provide a chance to interact with your potential clients in real-time, answering their questions and addressing their concerns.


Webinars Lead Generation

6.1 Selecting a Topic


Choose a subject that aligns with your service offering and resonates with your target audience.


6.2 Promoting Your Webinar


Leverage your online channels to get the word out about your webinar. If your budget allows, consider using PPC or social media ads to extend your reach.


6.3 Offering a Replay


Not everyone can attend in real-time, so be sure to offer a replay option. This also provides a great opportunity to collect contact details from potential clients.


6.4 Following Up with Attendees


After the webinar, send a follow-up email thanking attendees for their time, offering additional resources, and inviting them to take the next step with your business.


7. Online Networking - Building Relationships with Potential Clients


LinkedIn and other online networking platforms can be incredibly effective for generating leads, particularly for B2B businesses.


Online Networking Lead Generation

7.1 Optimising Your Online Profile


Make sure your online profiles are professional and comprehensive. They should offer a clear understanding of what you do and why you do it.


7.2 Building Connections


Proactively network with potential clients, introducing your business and explaining the benefits of your service. Be personable and genuine in your interactions.


7.3 Participating in Groups


Join and actively participate in groups where your target audience hangs out. This is a great opportunity to demonstrate your knowledge and offer help.


7.4 Sharing Valuable Content


Regularly share useful and insightful content on your profile and in groups. This is another way to establish your business as a trusted expert.


8. Video Marketing - Harnessing the Power of Visual Engagement


Videos are engaging, easily digestible, and generally loved by internet users. They're a fantastic tool for demonstrating your expertise and offering potential clients a closer look at your service.


Video Marketing Lead Generation

8.1 Planning Your Video Content


Decide on the types of videos you want to create. Tutorials, explainer videos, customer testimonials, and behind-the-scenes tours are all great options.


8.2 Recording and Editing Your Videos


Don't let perfectionism hold you back. While you want your videos to be professional, you don't need to be a Hollywood director to make effective marketing videos.


8.3 Sharing Your Videos


Upload your videos to platforms like YouTube and Vimeo, share them on social media, and embed them on your website.


8.4 Including Calls-to-Action


As with your other content, always end your videos with a clear call-to-action, encouraging viewers to take the next step.


9. Influencer Marketing - Borrowing Trust from Industry Leaders


Working with influencers in your industry can provide an enormous boost to your visibility and credibility, especially if they have a loyal following that matches your target demographic.


Influencer Marketing Lead Generation

9.1 Identifying Relevant Influencers


Look for influencers who share your target audience, align with your brand values, and have a high level of engagement with their followers.


9.2 Proposing a Collaboration


Reach out to your chosen influencers with a collaboration proposal that offers mutual benefits. This could involve sponsored posts, product reviews, guest blogs, or webinars.


9.3 Leveraging Your Collaborations


Promote the collaboration across all your online channels to maximise exposure. Encourage your audience and the influencer's audience to share the content as well.


9.4 Monitoring the Success of Your Collaborations


Track the impact of your collaborations using analytics tools. This will give you insights into engagement and conversions, helping you gauge the success of the influencer partnership and make informed decisions about future collaborations.


10. Online Contests and Giveaways - Engage Your Audience with Exciting Rewards


Online contests and giveaways can be a fun and effective way to engage your audience, boost your online visibility, and generate a buzz around your brand.


Contests and Giveaways Lead Generation

10.1 Planning Your Contest


Start by deciding on the prize – it should be something desirable and relevant to your business. Then set the rules for entry and decide on the duration of the contest.


10.2 Promoting Your Contest


Use all your online channels to publicise your contest. For a larger reach, consider paid advertising or influencer collaborations.


10.3 Managing Contest Entries


Set up a simple, secure method for collecting entries and contact details. Ensure you comply with data protection regulations.


10.4 Following Up After the Contest


Once the contest is over, announce the winner and follow up with all participants to thank them for taking part. This is a great opportunity to introduce them to your services and invite them to join your mailing list or follow you on social media.


Lead Generation Takes Time

Remember, Rome wasn't built in a day, and neither will your perfect lead generation strategy. It's about testing, learning and tweaking as you go. So why not start today? Choose a strategy that feels manageable and relevant to your business and take that first step. Your future clients are waiting!

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