Are you interested in generating sales leads for your small business? Then you need to make it as easy as possible for customers to call you, a study by BIA/Kelsey reports.
The most recent BIA/Kelsey Local Commerce Monitor found that phone calls are the best source of leads for small and midsize businesses (SMBs). Slightly more than two-thirds of survey respondents say phone calls, including click-to-call online ads, are a “good” or “excellent” source of leads (28 percent say excellent; 38.4 percent say good).
The second most effective lead generation source: In-person interactions, which were rated as an “excellent” source by 28 percent of respondents and “good” by 26.1 percent.
Online forms were also effective, with 19.5 percent rating them an excellent source of leads and 38.7 percent rating them good.
Also high on the list as a lead generator was email, rated as good or excellent by 43.7 percent of respondents (15 percent excellent; 28.7 percent good).
Among social media channels, Facebook Pages topped the list as a lead generator, rated good or excellent by 37.3 percent of respondents. In comparison, LinkedIn and Twitter each rated good or excellent among 25.7 percent. Facebook Ads were rated excellent or good by 27.1 percent.
What do these results mean for your business’s lead generation tactics?
- Integrate a variety of tools into your lead generation strategy. Even though phone calls are the most effective method, you shouldn’t put all your eggs in one basket.
- Traditional sources of leads still work best. Whether this is because marketers are still learning the ropes of nurturing leads through social media wasn’t addressed in the study. The good news is that phone calls, online forms and personal contact are lead generation tools that every salesperson should be able to maximize.
- A personal touch matters. It’s easy to stay behind a wall of phone calls, emails and social media posts when interacting with customers and prospects these days—especially when you can even do sales presentations online. But as the high ranking for personal interaction indicates, it’s still crucial to get out there and mingle with prospects and customers in the “real world” from time to time. If your lead generation is slipping, try some offline networking for a change.
- If you’re not already doing so, be sure to include click-to-call features in your online ads. Google has stated that its search ads have an 8 percent higher click-through rate when a click-to-call feature is included. Click-to-call is especially successful for companies in the restaurant, food/grocery, auto, telecommunications and travel industries, the study found.
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