We’ve started talking about how small businesses can make a transition from a referral based business to a lead-generation business and we’ve focused on the website as the starting point. But now let’s start to take our strategic thinking for our small business forward and build out the next step in the process, which is developing your small business’s digital value proposition.
When someone comes to your website you have to provide a level of value in a lead-generation effort to get them to volunteer their contact information. But we often forget about the second step in the process. Once you have their contact information, what value can you then provide them in an ongoing fashion to nurture them along to be a customer?
I offered some thoughts on this in a Facebook video this week:
So your next challenge as a small business owner or marketer is to find out what your value add is for lead-gen, but then what is your next level of value add for those that give you their contact information? Remember that the value add is almost never the product or service you sell. It’s content or experiences that nurture them along.
What can you give to make them say, “I want more!?”
What ideas do you have for everyone else in creating value? The comments are yours.