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Lead Generation Strategies for Small Business

I was recently listening to a recording by several legendary direct marketers and it made me again realize how the web has transformed direct marketing and the way we sell.

If you are an offliner, that is a business owner who runs and operates a business that is dependent on revenue from existing offline customers and prospects; one way you can accomplish this is by combining offline direct response marketing tactics with online resources like webpages and email.

This lead generation strategy is really great for new and established solo-practitioners and partnerships where there is limited time to develop new business.

Here are a few examples of how you can take advantage of this strategy:

  1. Create and mail a personalized letter to an existing list of prospects and include a URL (webpage) in your copy. This URL leads to a landing page or even a squeeze page where you can capture the prospect and bring him or her into your world.
  2. Create and mail three to four different postcards to a new list of your prospects  existing prospects.  The idea here is that you send the cards over a period of weeks and/or months. The cards can tell a story, make an offer or be the door for the prospect to receive information.
  3. Create several lead generating ads that are posted on local media sites and in printed publications. These ads should have different headlines and copy so you can test to see which ones pull the best and attract the most visitors.

The important thing about this offline to online strategy is that you understand about directing the prospect to an online webpage and/or web form that offers a phone number plus an email opt-in sign up form.

In addition to this you should spread out the campaigns over a period of weeks and maybe months depending on the size of your company and capacity to handle new inbound calls and emails.

Lastly – make sure to track all that you do. This is one of the most critical aspects of the offline to online lead generation strategy. Because if you are going to develop different lead generation strategies, then you need to be able to tell which ones work and which ones don’t.

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Dave Krygier