For coaching, consulting, and expertise-based businesses, a steady stream of leads is the lifeblood that keeps the business thriving. Whether you’re just starting or looking to scale, having a consistent flow of potential clients is essential. In this blog post, we’ll explore seven key levers that can help you create a continuous and unlimited stream of leads for your business, illustrated with real-life examples, benchmarks, and the essential assets required for each method.
Table of contents
1. Social Media Content
Social media is a powerful platform for showcasing your expertise and connecting with your target audience. Let’s see how consistent, valuable content can translate into leads.
Example: Meet Sarah, a career coach who consistently shares valuable content on LinkedIn. She provides tips on resume writing, interview preparation, and career development. Sarah’s recent post on “10 Interview Tips for Landing Your Dream Job” received 150 likes, 30 comments, and 20 shares.
Benchmark: Sarah’s engagement rate on her posts is approximately 4%, which is considered quite healthy. Over the next few months, she aims to increase her direct messages and inquiries by 10-20% through consistent posting.
Assets Required: Compelling content, visually appealing graphics, and a lead magnet (e.g., an e-book on career development) to capture contact information.
2. Facebook Ads
Investing in paid advertising can be a strategic move to reach your target audience. Let’s delve into an example of how Facebook Ads can generate leads.
Example: Imagine John, a financial consultant who specialises in retirement planning. He runs a Facebook Ads campaign targeting users interested in retirement planning. His campaign generates 1,000 clicks, resulting in 50 consultations.
Benchmark: John’s click-through rate (CTR) is 2%, which is within the typical range for Facebook Ads. His conversion rate of 5% is also on par. John’s goal is to gradually reduce his cost per acquisition (CPA) while maintaining these conversion rates.
Assets Required: Well-designed ad creatives, a landing page, and a valuable lead magnet (e.g., a retirement planning checklist) to entice users to provide their contact information.
Collaborating with others in your industry or related fields can expand your reach and bring in referrals. Let’s explore the potential of strategic partnerships.
Example: Lisa, a wellness coach, partners with a local gym to offer exclusive discounts to their members in exchange for referrals. Over the past three months, the gym has referred 15 potential clients to Lisa.
Benchmark: Lisa’s partnership has been successful, exceeding her initial goal of 10 referrals per quarter. She now aims to convert at least 40% of these referrals into paying clients through her tailored wellness programs.
Assets Required: A well-defined partnership agreement, marketing collateral (e.g., flyers or digital promotions), and a referral system to track and reward successful referrals.
Blogging not only showcases your expertise but can also attract organic traffic to your website. Let’s examine how informative content can lead to lead generation.
Example: As a marketing consultant, David publishes a blog post titled “10 Effective Content Marketing Strategies.” This post attracts 1,500 organic visits within the first month.
Benchmark: David’s blog post’s organic traffic is impressive. He aims to capture leads by offering a downloadable guide on content marketing. His goal is to convert 10% of his blog visitors into email subscribers over the next quarter.
Assets Required: High-quality blog content, SEO optimisation, and lead generation tools (e.g., pop-up forms or content upgrades) to capture visitor information.
5. Cold Email
Cold emailing may seem old-fashioned, but when done right, it can yield significant results. Let’s explore how personalised cold emails can initiate conversations and generate leads.
Example: Emily, a leadership trainer, sends out cold emails to HR managers offering her services. She sends 500 emails, resulting in 25 responses and 10 initial consultations.
Benchmark: Emily’s open rate of 20% and a response rate of 5% are typical for cold emails. Over time, she aims to refine her email copy to improve these rates and increase her consultation-to-client conversion rate.
Assets Required: Well-crafted email templates, a series of follow-up emails, and a compelling value proposition in each email.
6. Direct Messaging on Social Channels
Engaging with potential clients through direct messaging on social platforms can foster valuable connections. Let’s see how personalised messages can lead to fruitful conversations.
Example: Michael, a digital marketing consultant, connects with business owners on LinkedIn through personalised messages. He initiates conversations with 50 prospects and receives responses from 10 of them.
Benchmark: Michael’s response rate of 20% is impressive. He plans to nurture these conversations and convert at least 30% of them into consultations or collaborations.
Assets Required: A personalised approach, a series of engaging messages, and valuable resources to offer during conversations.
7. Networking and Referrals
Traditional networking and word-of-mouth referrals still hold significant potential for lead generation. Let’s explore how building relationships can result in valuable leads.
Example: Laura, a life coach, attends a local networking event for entrepreneurs, where she establishes connections with 15 individuals. Over the next month, three of them refer potential clients to Laura.
Benchmark: Laura’s networking efforts have resulted in referrals, meeting her initial goal. She plans to continue attending events and aims to increase her referral count by 20% in the coming months.
Assets Required: Effective networking skills, a referral program, and a way to track and incentivise referrals from your network.
In the world of coaching, consulting, and expertise-based businesses, consistent lead generation is vital for growth and sustainability. By leveraging these seven key levers—social media content, Facebook Ads, partnerships, blogging, cold email, direct messaging on social channels, and networking—you can create a steady flow of potential clients that can propel your business to new heights. Remember that success in lead generation often requires patience, persistence, and the ability to adapt and refine your strategies over time, guided by realistic benchmarks and the essential assets required for each method.
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