Harry Decides to Grow
Harry realized in order to grow his business, he would need to rely on more than the word-of-mouth marketing that got him to this point.
He was going to need to generate leads from people that did not know him.
How was he going to do this?
Harry Starts Networking
A friend invited Harry to a local business networking event where he met lots of new people including a couple from a similar industry. He explained his intent to grow his business and asked for friendly recommendations for ways to get more leads.
They were not shy about helping!
The first person Harry spoke to was using campaigns on television and radio to generate interest and create leads. They had been doing this for years and still found a lot of success in reaching new people.
The next person began their business only 2 years ago but seemed to crushing it with lead generation. She told Harry that she received all her leads from social media and to focus on posting as much as she could on all the social media channels. “Social media where everyone is today!” she said. This would help him get in front of the largest amount of people.
The last person Harry talked to was using the search engines to make sure that he was being found for just about any keyword related to his business. This is a strategy he’s been reaping the benefit from for years.
Great! All three of these solutions sounds like they could work. Harry decided to get more details.
Harry quickly was discouraged.
He called the local TV and radio stations to meet with their salespeople. TV and radio seemed like a lot of money.
He created profiles on the popular social media sites and began posting but really has not seen much movement. While his Mom likes his posts and some of his current customers make comments, not many new faces are interacting with him.
He set up a meeting with the guy that built his website to see how he could increase his exposure on the search engines and show up for keywords related to his industry. His website guy said he could begin doing SEO for him and even set up a paid search campaign to give him immediate traffic while the SEO was being implemented. The quote he gave seemed pricy too.
Making a Decision to Commit
Thinking back to the fact that he made a commitment to grow, Harry knew that he needed to take action if he was going to see any change in his business. He decided to implement all three of the strategies he was recommended. Go big or go home, right?
Harry called the TV and radio station back. They started him with a basic campaign he was comfortable with.
He figured out that he could target certain people on social media so he started running ad campaigns to position his posts in front of them.
His web guy began his SEO program and also started some paid search campaigns to give him some short-term traffic.
Everything was in motion. This was going to be sweet.