3 steps to generating quality leads and growing them

Define your ideal customer by asking yourself the following questions:

• Where do they live within the local market?
• What types of projects are they doing?
• How involved are they in the process?

Another way to think about this is by asking yourself: What kind of customers do I want more of? Think about the customers you had good experiences working with and consider why they were a good match for your business.

What did these customers value about your business? For example, if your value proposition is built around providing the highest level of customer service, maybe you’re not the fastest in the business, and your ideal customer might be someone who prioritizes good communication over the fastest possible install.

Once you’ve defined your ideal customer, you can create questions that help you identify them right from the start. This is a good opportunity to stop and think through your intake process. How can you start qualifying leads based on their fit with your business model?

With your ideal customer profile and vetting system established, you can start actively seeking customers through advertising.

When you set out to advertise, make sure you’re talking about yourself in a way that highlights what your ideal customer values. If you want a customer who appreciates a hands-on experience, make sure you’re talking about the guidance your team provides through every step of the process.

Put all this into practice through a comprehensive lead-generation campaign that connects with potential customers through multiple channels. For example:

• Start by sending a direct mail piece.
• Next, follow up with an email.
• Finally, don’t forget about targeted social media posts to your specific audience.

A formal process for capturing leads is critical to campaign success. Utilize lead generation software and consider a Customer Relationship Management (CRM) system. CRMs offer a lot of benefits and can be customized to your business, but ultimately, they help improve and maintain your customer relationships through organizing, analyzing, and cultivating leads.