LeadGen Day #1 – How To Leverage Hatchbuck When Attracting Leads

Love your business, but hate scrambling to get new customers? We’re here to teach you a proven way to generate a steady stream of quality leads for your business. The best part is, you don’t need a huge team or big budget to pull it off.

Welcome to Day 1 of the 5 day course.  In today’s tutorial, we’re sharing how to captivate an audience of quality leads for your business. Let’s get started…

Day 1: Captivate More Prospects
Before you can start closing deals, quality leads have to know who you are and what you do. In this first course, we’ll break down how to reach more of the right type of prospects, captivate their interest and drive them back to your website.
Decide Who You are Trying to Reach
Have a favorite chili recipe? I do. I love my chili extra spicy with ground beef and cilantro on top.

And there are plenty of folks who like their chili the same way, but there are plenty who wouldn’t eat it, too.

And that’s ok.

If I tried to appeal to everyone at Hatchbuck, for instance, I would cut out the cilantro, because Tegan doesn’t like it. I’d nix the ground beef since Ben is vegetarian. I’d make it less spicy for Sam.

I’d be left with a pot of bland chili that no one hated, but that no one especially loved, either.

The same principles apply to your business.

It’s easy to fall into a “bigger is better” trap when thinking about the audience you’re trying to reach.  But when you try to appeal to a larger, wider audience, your message gets bland and watered down.

Being super targeted actually opens up more opportunities by attracting raving fans to your business as you dominate your niche.   Before trying to cook up a plan that will allure new leads, pin-point the type of person you want to attract and cater to their specific tastes.  

Nailing down the ideal buyer you’re trying to reach provides solid ground for the next step – creating targeted content that stands out and gets quality leads back to your website.

Need help putting your stake in the ground and pinpointing your ideal buyer? Click here to download our Persona Workbook.
Coax More People to Your Website
Going out to dinner? Booking a hotel? Looking for a new business consultant?

Most things we do these days involve a Google search, and everyone is doing their homework online before making a decision. Your job is to be where they’re looking, and help them to get the information they need at each stage of the buying journey.

Just having a website isn’t enough. You need to actively drive quality traffic to your site where they can learn more about your business.

There are a plethora of ways to get people to your site, but the broad buckets to consider are SEO, PPC and Social Media.

Search Engine Optimization is the number one way to drive organic, quality traffic to your website. To win at SEO:

  • Make sure your website is well structured.
  • Create quality, targeted content that appeals to your ideal buyer.
  • Work with partners in your niche and leverage PR to build quality content on high ranking websites that links back to your website.

Learn more about SEO with this small business SEO tutorial, 5 Steps to More Traffic. Need SEO tips you can put into practice right away? Check out these SEO Tips to Start Using Now.
Pay Per Click advertising puts ads for your business right in the search results so that you can get in front of hot prospects who are ready to buy. To get the most out of PPC:

  • Find a good balance between high traffic and low cost when it comes to choosing keywords.
  • Create congruent campaigns in which the ad copy relates to the keyword, and the landing page relates to the ad copy.
  • If you don’t have the bandwidth to DIY PPC, consider outsourcing it to an agency.

Get started with Pay-Per-Click advertising with these PPC basics, How Does an Adwords Auction Work?
Social Media
Social Media is an effective platform for sharing content and giving a glimpse into your company culture, increasing awareness of your business. To engage an audience on social media:

  • Don’t spread your business too thin across channels. Choose one or two social channels that your audience is most engaged with and dedicate your resources there.
  • In today’s digital landscape, transparency is revered. Be authentic – your buyers can smell a fake.
  • Use social as a tool to have a two way conversation with your audience, whether it’s getting feedback on a new product idea or helping a customer with an issue.

Get a better handle on social media with this blog series, Social Gone Small: Social Media Basics for Small Biz.
Each of these channels – SEO, PPC, and Social Media – require different tactics and strategies, but there is one thing they all share in common: They are all fueled by content.

The better you know your ideal buyer, the better content you can create, improving ROI across each channel.

Need help creating captivating content that drives the right type of person to your website? Download the Content Marketing Playbook.
Day 1 Recap
Identifying your ideal buyer is the cornerstone of all of your marketing efforts. Building enticing content that appeals to your buyer’s interests and needs is key to captivation an audience of quality leads.  SEO, PPC, and Social media are all channels you can (and should!) use to reach these leads and attract them back to your website.

Tomorrow in Day 2’s lesson, we’ll teach you how to turn quality traffic that’s hitting your website into real, reachable prospects for your business. See you in the inbox!