I love asking emerging entrepreneurs if they have a lead generation strategy. The typical response is: “We are bootstrapping, we can’t afford strategy”.
#WhatYouAreReallySaying: “We don’t know what to do to build a strategy, and we don’t have the money to buy expensive consultants.”
The dilemma for the do-it-yourself entrepreneur is that you can’t afford to waste money on the things that do not work, yet you have to get something working for you -- quickly and with little expense. What to do?
1. Facebook news feed ads.
Facebook News Feed Ads are perfect if you offer a free giveaway or a lower cost product; do not “boost” or create promoted posts. These are easy to manage but not as effective. Successful ad campaigns start with a visually stunning image. Create amazing images with free tools like Canva, integrate a clear call to action, mention your giveaway in the image, pay special attention to the landing page. For example, LeadPages team has spent years perfecting their landing page templates.
2. Facebook custom audience targeting.
Rule # 1 of online marketing -- always be collecting email addresses. As long as you have at least 20 people on your email list, you can start a Facebook Custom Audience campaign. Select “Look Alike” targeting to find more people who are just like your customers. Its Cost Per Click (CPC) option charges only for the clicks you receive. Your $50 will go a long way.
3. The LinkedIn sponsored update.
Don’t ignore LinkedIn’s 600 million professional community. Experiment with LinkedIn Sponsored Updates. Sponsored Updates appear in the LinkedIn users' newsfeeds. They look like a regular update and are hard to miss. Publish a free article to showcase your industry expertise and deliver value to your audience. A link to a downloadable white paper is a great way to collect email addresses. Once your post is written spend the LinkedIn minimum of $10 a day to promote it.
4. Twitter Lead Generation cards.
Twitter Lead Generation cards are highly effective. The main advantage of the Twitter Cards is a shorter path to receiving leads. No landing page is needed. Use Tailored Audience targeting to reach an email list or specific Twitter IDs.
The do-it-yourself, empty wallet entrepreneur can get a lot of lead gen strategy accomplished through social media. Trust me, it will be the best $50 you’ll ever spend.