Local lead generation – what, why, how & b2b lead gen hack
This article about local lead generation comes in two parts: compilation of some worthy ideas from the Internet, so you don’t have to look it up yourself as well as list building technique we use at GRIN Launcher.
Why local lead generation tho?
Term was coined by Kevin Jordan and Mark Fortune who have written a book called The Small Business Owners Guide to Local Lead Generation.
Q: … guys have stuck the word local in the title and so I wonder is there a difference between local lead generation and just everyday lead generation?
Mark: Yeah, well, we felt like there was… we all sort of realised that we’re all working with clients that are local businesses and sometimes they face some unique and common struggles across just the local spectrum and these days, especially in the online world, you can really narrow down your focus as to who your local market is.
So, if you’re a local veterinarian clinic, you’re not really concerned with marketing outside of a three- to five-mile radius of where your business is so there are very specific things, especially in the online world, that you need to worry about in order to bring in the right kind of customers to your business
Local lead generation ideas
Familiar with staring at empty word doc for while? Well, content creation is not about writing, its about storytelling. Consider this hack:
one thing that I’m doing right now with the owner of a clinic for weight loss is instead of just writing his blog, what we’re doing is every week I interview him about his own business as if we’re doing a podcast episode and then I can write the blog post using a transcript of that so that it’s in his own voice.
Thats a common advice as well, lots of resources. My two cents are:
- When you have a polished website with clear CTA, contact details, story told and all that – try driving traffic to see how well it converts and if it does – well, dive into local SEO.
- Hire freelancer to set up a proper tracking via Google Analytics (free) and Google Ads campaigns. Ensure that commercial keywords are used with proper match types. Here are few examples of lists we built:
Topic was covered so many times on the Internet that I don’t see a point of writing it all over again. Here is a resource you can refer to https://seoexpertbrad.com/local-seo-checklist/ to get an idea.
b2b list building & prospecting
If you target local business (that’s a local lead generation too, right?) it boils down to making lists of prospects. In perfect world each entry on a list would contain:
- Decision making person name and his role
- His or her personal email address
- Phone number (a corporate will do as well coz upon calling you ask for a specific person so there is no problem with gatekeepers usually)
From my experience running b2b sales campaigns personal email addresses are rarely obtainable for local \ small businesses, while for phone numbers we see coverage between 60% to 90% on the whole list.
So, sources to compile lists from:
- LinkedIn Sales Navigator might be a good start. It offers a month free on sign up for every (cough) new email address, but you can’t do much with the list unless you get some extra software like Lead IQ ($60 per 300 emails a month). At GRIN Launcher we built own browser extension to parse results at bulk or per contact basis. Here is LinkedIn scraping article with more details.
- Lists of local businesses on Internet (duh). If they are big enough you parse them via web scrapping services (SaaS or individual freelancers) or just hire VA from Philippines (few bucks per hour) via Upwork or Mechanical Turk.
Common pitfalls of small business marketing
Worker VS tool mindset
Often unprofessional contractors do the job not good enough and then business owners lose faith in certain tools \ platforms \ techniques \ advertising channels. So its important to see the difference. Here are two examples how one can coup with that:
- We worked with online store who outsourced PPC ads to two different agencies so the could do benchmarking and see the results in comparison.
- We worked (and still do work) with b2b insurance agent who outsource telemarketing and first experience was an utter failure on vendor side in terms of communication & results. The second vendor we tried with a client yielded results so good that I can’t tell you ROI so you don’t call me a liar.
Post regularly or don’t post at all
It is actually hurting that business because when someone goes on your Facebook page and sees that the last post there is Happy Thanksgiving 2012, it’s what we call the social media ghost town effect and it makes people wonder is this business even open.
Mobile friendly website
You might think – boy, its 2019 out there, aren’t all websites responsive and past this “common” pitfall you see re-typed on every single “marketing hacks” posts?
At GRIN Launcher we sit on top of 20M+ websites database (as of April 2019) and a HUGE portion of them is not mobile friendly.
We’re redesigning their website specifically because of that issue. It’s a veterinary clinic and they have good search rankings. They’re actually pretty good marketers and have a successful business, but 40 percent of their traffic was mobile and the latest Google updates have really punished their traffic and there’s really no way to get around that other than to rebuild your site in a mobile responsive design.
To sum it up on local lead generation
Learning language 30 minutes a day is better than raving 8 hours session on weekend. Same with marketing – it should be an ongoing, structured effort. Too often small business owners are sucked into every day hustle and pay attention to lead generation on occasional basis.