As a small service-based business, growing your customer base can feel like an overwhelming task, especially if you're working with limited resources and no formal marketing experience. This is where a well-structured lead generation plan comes in. It’s a clear, actionable roadmap that shows you exactly how to attract and capture potential customers – without wasting time or money.
Why Your Service-Based Business Needs a Lead Generation Growth Plan
In a crowded market, simply offering a great service isn’t enough to guarantee a steady stream of new customers. You need a strategy to find the right people and get them interested in what you offer. A lead generation plan helps you do exactly that by:
Attracting quality leads: Target people who genuinely need your service.
Maximising your budget: Focus on low-cost, high-impact tactics that work.
Tracking success: Measure what’s working and what isn’t, so you can make adjustments.
For example:
If you’re a local plumber, a lead generation plan will help you target homeowners in your area who are likely to need your services. Instead of casting a wide (and costly) net, you’ll focus your efforts on people who are already looking for help with plumbing issues.
What This Guide Will Help You Achieve: Crafting and Documenting Your Strategy for Success
This guide is designed to show you how to build your lead generation plan, step by step, in a way that’s easy to follow and implement – even if you have no marketing background. By the end of this guide, you’ll have a fully documented lead generation strategy that outlines:
Your objectives: What you want to achieve, whether it’s more enquiries, consultations, or bookings.
Your ideal customer: A clear profile of who you’re targeting.
Your customer’s journey: A roadmap of how your potential customers find and engage with your business.
The channels you’ll use: Where to focus your efforts online (e.g., social media, Google Search).
How to capture leads: Methods to collect contact information from interested customers.
How to nurture those leads: Keeping potential customers engaged until they’re ready to buy.
Tracking and improving: How to measure your plan’s success using simple tools like Google Analytics (GA4).
The aim is to give you a practical and affordable plan that brings in qualified leads – people who are more likely to become paying customers. For example, if you run a small accounting firm, this guide will help you develop a plan to target small business owners who are looking for help with tax filings or bookkeeping, ensuring that your efforts lead to valuable conversations with potential clients.
Download and print the 'Service-Based Lead Generation Plan Checklist'. This way you can mark each task off as you follow each step of this guide.
Ready to get started? Let’s begin with defining what you want to achieve.
Step 1: Define Your Lead Generation Objectives
Before you can start building a lead generation plan, it’s crucial to define your objectives. These goals will act as the foundation for your entire strategy, ensuring that every action you take is aligned with growing your customer base.
Setting Clear, Realistic Goals
Your first step is to set specific, measurable goals that focus on generating new leads. For example, instead of saying, "I want more customers," your goal should be something like:
"Increase inquiries by 25% over the next 3 months."
"Get 10 new bookings for my service in the next 6 weeks."
These goals give you a clear target to work towards and are easy to measure. By focusing on inquiries, bookings, or consultations rather than immediate sales, you’re concentrating on the actions that will eventually lead to growth.
Action Steps:
Evaluate your current lead volume: If you’re currently getting 20 inquiries per month, think about increasing that number by a certain percentage. Be realistic based on your capacity and the size of your audience.
Set a measurable goal: Write down a specific target, such as "Increase email inquiries by 10 per month over the next quarter."
Decide on a timeline: How long will it take to achieve this? Make sure it’s long enough to implement your lead generation efforts, but short enough to keep momentum. Common timelines are 3 months or 6 months.
Example for a local service-based business:
Imagine you run a mobile dog grooming service and currently receive 15 enquiries per month through phone and social media. A clear goal could be:
"Increase my monthly enquiries by 10, aiming for 25 by the end of the next three months."
This is specific, measurable, and achievable. Plus, it’s focused on leads (enquiries), not on how many customers you will immediately convert into sales.
How to Align Your Objectives with the Growth of Your Business
When setting your goals, it’s important to align them with the broader growth of your business. Think about how more leads will feed into your long-term business success. The key here is to remember that you’re aiming to grow your pool of potential customers, not necessarily convert every lead immediately.
By focusing on lead generation rather than direct sales, you’re building relationships and expanding your potential customer base, which leads to sustainable business growth.
Action Steps:
Link your lead generation goal to business growth: Ask yourself how increasing leads will benefit your business. For example, if you’re an electrician, getting more enquiries about your services could allow you to book more jobs, improve cash flow, and eventually hire additional staff.
Adjust goals if needed: If your initial lead generation goals seem too ambitious, scale back slightly. It’s better to aim for realistic growth that you can manage and build upon.
Example for a small business owner:
Let’s say you own a gardening service and are looking to expand your client base. You might set an objective like:
"Generate 15 new customer enquiries each month to increase my regular client base."
This will support your business’s overall growth by feeding you a consistent pipeline of new clients, even if they don’t all convert to immediate sales.
In summary, by setting clear, measurable lead generation goals that are aligned with your overall business growth, you’re giving your lead generation plan a solid starting point. These goals will keep you focused on the steps needed to generate more interest in your service-based business, creating a clear path towards sustainable growth.
Step 2: Identify Your Ideal Customer Profile (ICP)
Now that you’ve set clear lead generation goals, the next step is to define who you are trying to attract. Identifying your Ideal Customer Profile (ICP) is crucial because it ensures you’re focusing your efforts on people who are most likely to become paying customers.
Defining Your Ideal Client: Who Benefits Most from Your Services?
Your Ideal Customer Profile (ICP) is a detailed description of the type of customer who would gain the most value from your services. Understanding who these people are will help you target your marketing efforts more effectively, ensuring you’re speaking to the right audience and not wasting time on those unlikely to convert.
To get started, think about the following:
Who do you currently serve best? Look at your existing customers. What common traits do they share? Are they homeowners, small businesses, families, or professionals?
Who benefits most from your service? Think about who needs your services. If you run a cleaning service, it’s likely homeowners and small offices will find your services most beneficial.
What problems do you solve for them? The clearer you are on what problem you’re solving for your ideal customers, the easier it will be to attract them. For example, if you’re a plumber, your customers may have urgent needs like a broken boiler, leaky pipes, or a blocked sink.
Action Steps:
List your current best customers: Write down the names or types of your best clients. What do they have in common?
Identify common characteristics: What are their demographics? (e.g., age, location, job, family situation) What services do they regularly use from you?
Determine the problems you solve for them: Think about how your service makes their lives easier or solves their problems.
Example for a small service-based business:
If you run a mobile car wash service, your ideal clients might be busy professionals who don’t have time to clean their cars. They likely value convenience and reliability, and they’re willing to pay for a service that saves them time.
Documenting Key Traits of Your Target Audience: Demographics, Needs, and Pain Points
Once you have a general idea of who benefits most from your services, it’s time to document the key traits of your ideal customer. This will help guide all your lead generation efforts and ensure your messaging is aligned with your target audience.
Key elements to document include:
Demographics: Age, gender, location, job, and income level. For example, if you’re a local handyman, your ideal customers might be homeowners aged 30-50 living within 10 miles of your business.
Needs: What are the specific needs or challenges your customers face that you can solve? If you offer accounting services, your target audience might need help managing their taxes or bookkeeping.
Pain points: These are the frustrations or problems your ideal customers are facing. For example, a small business owner might be stressed about meeting deadlines for tax filings or struggling with cash flow management.
Action Steps:
Write down demographic details: Document the most common traits of your target audience. Be as specific as possible.
For example, if you’re a gardener, your ICP might be: "Homeowners aged 35-55 in suburban areas with gardens that need regular maintenance."
List their needs: Identify what services they require.
Using the gardener example, this could be: "Regular lawn care, hedge trimming, and seasonal garden clean-ups."
Document their pain points: What’s frustrating them?
For a gardener, it could be: "Not enough time to maintain their garden, lack of knowledge on how to care for plants, or concerns about the appearance of their outdoor space."
Example for a small service-based business:
If you’re a personal trainer targeting busy professionals, your documented ICP might look like this:
Demographics: Professionals aged 25-40, living in urban areas, earning a mid-to-high income.
Needs: Help with improving fitness levels, weight management, and personalised workout plans that fit into their busy schedules.
Pain points: Lack of time to go to the gym, stress from work, and the need for a fitness routine that’s flexible and time-efficient.
By defining your Ideal Customer Profile (ICP), you’re ensuring that every part of your lead generation plan is targeted towards attracting the right people. This step helps you focus your time and budget on potential customers who are the most likely to engage with your services. When you know exactly who your audience is, it’s much easier to create content and messaging that resonates with them, leading to higher-quality leads and better conversations.
Now that you know who you’re targeting, let’s move on to mapping their journey and understanding how they interact with your business.
Step 3: Outline Your Customer’s Decision Journey
Understanding your customer’s decision journey is essential to building a successful lead generation plan. This journey is the path your potential customers take from first becoming aware of your business to ultimately deciding to use your services. Mapping out this process will help you pinpoint the best opportunities to capture leads and convert them into paying customers.
Mapping Out the Journey from Awareness to Conversion for Your Service-Based Business
Every customer goes through several stages before deciding to use a service. These stages typically include:
Awareness: The customer becomes aware of your business or realises they need the type of service you provide.
Consideration: The customer explores their options, comparing your service with others.
Decision: The customer decides to choose your service over others.
Let’s use an example of a mobile hairdressing service. Your customer’s journey might look like this:
Awareness: A local resident realises they’re too busy to visit a salon regularly and start searching for a mobile hairdresser.
Consideration: They find your website or social media page, and compare your prices, availability, and reviews with other local mobile hairdressers.
Decision: After reviewing your qualifications and testimonials, they decide to book an appointment.
Action Steps:
List the stages of your customer’s journey: Awareness, consideration, and decision. These will form the backbone of your lead generation plan.
Think like your customer:
What triggers their awareness of needing your service?
What factors are they considering when comparing you to competitors?
What finally drives them to choose your business?
How to Identify Key Moments in the Customer Journey Where Lead Generation is Most Effective
Once you understand the basic stages of your customer’s decision journey, it’s time to identify the key moments where you can generate leads most effectively. This is where your lead generation plan can have the biggest impact.
Here’s how to identify these moments:
Awareness stage: Potential customers are searching for information. This is your chance to grab their attention. Ensure you’re visible through local search, social media, or business directories.
Example: If you run a dog grooming service, you could use local SEO and Google Business Profile to make sure people find your business when they search for “dog groomers near me.”
Consideration stage: At this point, customers are comparing your services with others. This is where you can offer value and build trust.
Example: A handyman service might offer free advice or home maintenance tips on social media, building trust and demonstrating expertise.
Decision stage: Your potential customer is close to making a decision. This is the moment to remove any barriers to booking your service.
Example: If you run a local cleaning business, offering an easy online booking system or a free first-time consultation can help convert leads into paying customers.
Action Steps:
For each stage, ask: How can I engage potential customers? What do they need to see or experience at this stage to move closer to booking my service?
Write down the opportunities to capture leads at each stage. For instance:
In the Awareness stage, you could capture leads through a contact form on your website.
In the Consideration stage, you could engage potential leads through a special offer or by answering questions on social media.
In the Decision stage, you could encourage leads to book by offering a free consultation or easy booking process.
Documenting Each Stage to Understand the Best Opportunities for Lead Capture
Once you’ve mapped out your customer’s decision journey and identified the key moments for lead generation, it’s time to document these stages. This will help you visualise where you should focus your efforts and how you can turn interested individuals into leads.
Here’s how to document each stage:
Awareness Stage
Goal: Make potential customers aware of your business.
Tactics: Focus on building an online presence. Use local SEO, business directories, or social media.
Lead Capture: Use simple forms on your website to collect email addresses or offer free consultations in exchange for contact details.
Example: A local electrician could write blog posts about common electrical problems and solutions, optimising these for local search terms.
Consideration Stage
Goal: Engage potential customers and provide value.
Tactics: Showcase your expertise with case studies, testimonials, or educational content.
Lead Capture: Offer downloadable resources (e.g., a guide on home maintenance tips), requiring customers to provide their contact details to access it.
Example: A small gardening service could offer a free guide on seasonal lawn care, available for download in exchange for an email address.
Decision Stage
Goal: Make it easy for potential customers to choose your service.
Tactics: Provide clear pricing, make booking simple, and address any concerns.
Lead Capture: Encourage leads to book your service through a quick and easy online booking form or offer a discount for first-time customers.
Example: A personal trainer could offer a free consultation or trial session to remove any hesitation from potential clients.
Action Steps:
Write down the tactics for each stage: Document the tools and methods you’ll use to attract, engage, and convert leads.
Plan your lead capture strategy: For each stage, note down how you’ll collect contact details or encourage bookings. Whether it’s through forms, special offers, or consultations, make sure your process is clear and simple.
By mapping out your customer’s decision journey and identifying the key points where lead generation is most effective, you’re laying the groundwork for a powerful lead generation plan. Documenting each stage helps you understand where to focus your efforts and how to engage your potential customers at the right time. Now, you’re ready to build a strategy for using the right marketing channels to reach your audience.
Step 4: Choose Budget-Friendly Digital Marketing Channels
For a small service-based business with limited resources, choosing the right digital marketing channels is crucial. You want to focus on channels that can deliver the biggest impact with minimal investment. This section will guide you through selecting cost-effective platforms that will help you reach your target audience and start generating leads quickly.
Prioritising Cost-Effective Marketing Channels for Small Service-Based Businesses
There are many digital marketing channels available, but not all will be suitable or affordable for your business. The key is to focus on those that are low-cost and allow you to reach potential customers directly. Here are a few channels that are especially useful for service-based businesses:
Social Media (e.g., Facebook, Instagram)
Social media platforms allow you to engage with potential customers where they already spend time. You can create posts showcasing your services, engage with local communities, and run low-cost ads to increase visibility.
Example: A local cleaning service could post before-and-after photos of their work on Instagram or join local community Facebook groups to offer advice and promote their services.
Google Business Profile (Local Listings)
Setting up a free Google Business Profile (formally Google My Business) is essential for any local service-based business. It makes it easy for customers to find you when they search for services like yours in their area. You can display your contact details, service hours, and reviews, which helps build trust.
Example: A small plumbing business could appear in local search results when someone searches for “emergency plumber near me,” thanks to their optimised Google Business Profile listing.
Email Marketing
Email marketing is a low-cost, high-impact way to stay in touch with potential and existing customers. Collect email addresses from website visitors or social media followers and send regular updates or special offers. There are affordable email tools like Mailchimp or MailerLite that make this easy to manage.
Example: A personal trainer could send a weekly newsletter with fitness tips, reminding subscribers about their services and offering promotions on personal training sessions.
Local SEO (Search Engine Optimisation)
Optimising your website for local searches helps people find your business when they’re searching for services like yours. You don’t need to spend a lot to get started—just make sure your website has the right keywords (like “local gardener” or “emergency electrician”), and your contact details are easy to find.
Example: A gardening service could create blog posts about seasonal garden care, using keywords such as “best autumn gardening tips in [your city]” to attract local visitors to their website.
Documenting Which Digital Channels Will Maximise Your Reach
Once you’ve identified the digital channels that will work best for your business, it’s important to document them as part of your lead generation plan. This will help you stay organised and focused on the platforms that are most likely to generate leads.
Action Steps:
List the channels you’ll focus on: Based on your Ideal Customer Profile (ICP) from Step 2, choose 2-3 digital channels that best fit your audience.
For example, if your target audience is active on Facebook, social media might be your top channel. If you’re aiming to attract local clients, Google My Business and local SEO should be priorities.
Set a budget for each channel: Determine how much you can afford to spend on each channel. Many platforms, like Facebook and Google Ads, allow you to set daily budgets as low as £1. Make sure your budget aligns with your goals and expected return on investment (ROI).
Example: A dog walking service could allocate £50 per month for targeted Facebook ads aimed at dog owners in their local area.
Create a content plan for each channel: Write down the types of content you will create for each platform. This could include social media posts, blog content, email newsletters, or Google Business Profile updates.
Example: A handyman service could plan to post weekly tips on home maintenance on Facebook and update their Google Business Profile monthly with fresh reviews and images of completed projects.
How to Choose Channels That Fit Your Budget and Audience
The best digital marketing channels for your business are those that:
Fit your budget: You shouldn’t have to spend a lot to get started. Social media platforms, email marketing, and Google My Business are free to use, and paid advertising can be kept to a minimum.
Reach your audience: Consider where your target customers spend their time online. If you’re targeting local homeowners, platforms like Google Business Profile and Facebook are likely to reach them more effectively than, for example, LinkedIn.
Action Steps:
Research where your audience is most active: Look at your customer demographics from Step 2. Are they spending more time on Facebook, or are they likely to search for services directly on Google? Prioritise those platforms.
Test and adjust: Start by investing small amounts in different channels, and monitor the results. You can use Google Analytics (GA4) to track traffic to your website, or monitor engagement and enquiries through social media. Adjust your spending based on what’s working.
Example: A mobile beauty therapist might start by running low-cost Facebook ads, and if they see a strong response, they can gradually increase their ad spend.
In summary, choosing budget-friendly digital marketing channels is about being strategic. Focus on platforms that allow you to engage directly with potential customers at a low cost, and document how each channel will contribute to your lead generation plan. By starting small, testing your efforts, and adjusting as needed, you can grow your customer base effectively without breaking the bank.
Step 5: Develop a Lead Capture Strategy
Now that you’ve identified your digital marketing channels, the next step is to develop a clear plan for how you’ll capture leads. This means creating simple, effective ways for potential customers to express their interest in your services and provide you with their contact details. Having a strong lead capture strategy ensures that you don’t lose out on potential business.
Planning How You Will Collect Leads: Booking Forms, Enquiry Forms, Phone Calls
Capturing leads is about making it as easy as possible for potential customers to contact you. Whether they want more information or are ready to book, you need to have clear, accessible ways for them to reach out. Here are some lead capture methods you can use:
Enquiry Forms
A straightforward form on your website or social media can help collect leads quickly. Ask for basic details such as their name, email address, and the type of service they’re interested in.
Example: A local cleaning service might have a simple enquiry form asking, "What type of cleaning service are you looking for?" with fields for contact information and details of the service required.
Booking Forms
If you offer services that can be scheduled directly (such as appointments or consultations), a booking form is an excellent lead capture tool. Make it easy for customers to book directly through your website or a scheduling tool.
Example: A personal trainer could use a booking form that allows clients to schedule a free consultation or book their first training session.
Phone Calls
For businesses that rely on direct conversation, such as tradespeople or consultants, make sure your phone number is prominently displayed on your website and social media profiles.
Example: A plumber might encourage potential clients to call for a free estimate, capturing leads through phone enquiries.
Action Steps:
Choose your lead capture method(s): Decide whether an enquiry form, booking form, or direct phone contact works best for your business, or if a combination of methods is ideal.
Make it easy: Ensure your forms or contact options are easy to find and use. Avoid asking for too much information upfront, as this can deter leads.
Documenting the Tools You Will Use to Capture Leads (Low-Cost CRM, Free Forms)
Once you’ve planned how you’ll capture leads, it’s important to document the tools you’ll use to manage and track those leads. For a small business with a limited budget, there are plenty of low-cost or free tools that can help streamline this process.
Low-Cost CRM (Customer Relationship Management) Systems
A CRM system allows you to store and manage all your leads in one place. Even simple, affordable CRMs like HubSpot or Zoho CRM offer free versions that can help you keep track of potential customers. These tools allow you to log enquiries, schedule follow-ups, and track conversations.
Example: A gardening business could use a free CRM to track all incoming leads, add notes about customer preferences, and follow up with potential clients at the right time.
Free Enquiry and Booking Forms
There are many free tools available to create enquiry and booking forms. If you have a website, Google Forms or JotForm are easy to set up and can collect leads directly to your email or CRM. Alternatively, if you don’t have a website, you can embed these forms into your social media profiles or send them via email.
Example: A mobile hairdresser could use a free form builder to create an enquiry form and link to it from their Instagram profile, allowing potential clients to ask questions or request appointments.
Action Steps:
Set up your CRM or lead tracking system: Choose a simple, free or low-cost CRM to track leads and document how you will use it to manage enquiries and follow-ups.
Create your lead capture forms: Use a free form builder like Google Forms to create easy-to-use enquiry or booking forms. Link these to your website, social media, or email marketing.
Aligning Your Lead Capture Methods with Your Budget and Resources
It’s essential that your lead capture strategy fits your available resources, both in terms of time and budget. For most small businesses, a simple, low-cost approach will work best.
Here’s how to align your strategy with what you can realistically manage:
Start small and scale up: Begin with basic enquiry forms and a free CRM system. As you gather more leads, you can invest in more advanced tools if necessary, such as automated follow-up emails or booking systems.
Automate where possible: If you have limited time, choose tools that allow for some automation.
For example, many CRMs can send automated confirmation emails when a lead submits a form, saving you time on manual responses.
Example:
A small carpet cleaning business might use a simple Google Form embedded on their website to collect lead information, feeding these details directly into a free CRM like HubSpot. As their business grows, they can gradually add features like automatic follow-up emails or online booking.
Action Steps:
Review your budget: Determine how much you can allocate to lead capture tools, starting with free or low-cost options if needed.
Automate where possible: Document where automation can save you time, such as automatic responses to enquiries or follow-up reminders in your CRM.
In summary, a well-thought-out lead capture strategy ensures you don’t miss out on potential customers. Whether you’re using simple forms or phone calls, it’s important to document how you will collect, track, and manage leads. By using budget-friendly tools like free CRMs and form builders, you can capture leads efficiently and focus on growing your business without stretching your resources.
Step 6: Create a Basic Content Strategy to Attract Leads
Content is key to attracting potential customers and starting conversations that can lead to new business. A basic content strategy ensures you’re sharing valuable information with your target audience, keeping them engaged, and driving leads. The focus here is on low-cost content that delivers big impact without requiring a large budget or advanced technical skills.
Planning What Type of Content Will Resonate with Your Ideal Customers
The first step in creating a content strategy is deciding what type of content will resonate most with your ideal customers. Think about what questions they might have, what problems they need solved, and how your service can help. Your content should speak directly to their needs.
Here are a few content types that are both effective and affordable for service-based businesses:
Blog Posts
Writing short, informative blog posts is a great way to answer common questions your customers have, showcase your expertise, and improve your website’s visibility on search engines.
Example: A local electrician could write a blog post titled “5 Common Electrical Issues in Older Homes and How to Fix Them.” This not only provides valuable information but also positions the electrician as an expert.
Social Media Posts
Sharing tips, before-and-after photos, and quick updates on social media helps keep your business top of mind for potential customers. Platforms like Facebook and Instagram are particularly effective for service-based businesses.
Example: A mobile car valeting service might post pictures of the cars they’ve cleaned, showing off their work and encouraging people to book.
Videos
Video content is highly engaging and can be created with nothing more than a smartphone. Short videos demonstrating your service or offering useful tips are a powerful way to connect with your audience.
Example: A personal trainer could film a simple workout routine for busy professionals, offering value while subtly promoting their services.
Action Steps:
Identify your audience’s key questions and challenges: Think about what your ideal customers (as defined in Step 2) need help with.
Choose 2-3 types of content: Start small by focusing on the types of content that will resonate most with your audience. This could be blog posts, social media content, or videos.
How to Document a Content Plan That Drives Leads (Low-Cost Content Creation and Repurposing Ideas)
Once you’ve chosen your content types, it’s time to document your content plan. This doesn’t need to be complicated—just a simple calendar or document where you plan out what content you’ll create and when.
Low-Cost Content Creation and Repurposing Ideas:
Repurpose existing content: If you’ve already written something for your website or social media, reuse it in different formats. For example, turn a blog post into a social media graphic or a short video.
User-generated content: Encourage your customers to share photos or feedback about your service on social media, and then repost it (with their permission). This builds trust and creates content at no extra cost. Also view these other UGC types.
Behind-the-scenes content: Show behind-the-scenes moments of your business, such as how you prepare for a job or a quick tour of your workspace. These don’t require any extra budget but help humanise your business.
Example:
A hairdresser could write a blog post about “Top Summer Haircare Tips,” then repurpose this content by creating an Instagram story with the tips, and a video demonstrating one of the techniques.
Action Steps:
Create a simple content calendar: Use a free tool like Google Calendar or a spreadsheet to plan when and where you’ll publish content. For example, schedule a blog post for the first Monday of each month and a social media post every Friday.
Plan how to repurpose content: For every piece of content you create, think about how you can reuse it in different formats. This maximises your efforts and saves time.
Leveraging Testimonials and Local SEO to Maximise Lead Attraction Without a Large Budget
Content isn’t just about creating new posts—leveraging existing resources like testimonials and optimising for local search can also help drive leads.
Testimonials
Positive reviews and testimonials from happy customers are powerful pieces of content. You can share these on your website, social media, and Google My Business profile to build trust with potential customers.
Example: A plumber could ask a satisfied customer to leave a review on their Google My Business profile, and then share that testimonial on their website and social media.
Local SEO (Search Engine Optimisation)
Local SEO helps you show up in search results when people look for services in their area. You don’t need a big budget to optimise for local search—just make sure the pages on your website relates to “[Your Service] in [Your City].”
Example: A local cleaning company could optimise their website with keywords like “domestic cleaning service in Birmingham,” and include these phrases in their blog posts and service descriptions.
Action Steps:
Collect and share testimonials: Ask your happy customers for reviews and share these across your content platforms—website, social media, and Google My Business.
Optimise for local SEO: Make sure your website includes keywords related to your service and location. Use free tools like Google My Business to improve your local search visibility.
In summary, creating a basic content strategy for your service-based business is all about focusing on simple, affordable content that speaks directly to your ideal customers. By planning your content around their needs, repurposing what you create, and leveraging testimonials and local SEO, you can build a powerful content strategy that attracts leads without requiring a large budget.
Step 7: Create Your Lead Nurturing Strategy
Capturing leads is just the first step. To convert those leads into paying customers, you need a strategy to keep them engaged over time. This process is known as lead nurturing. By maintaining contact and building trust, you can guide your prospective customers through their decision-making journey and increase the likelihood of them choosing your service.
Defining How You Will Keep Prospective Leads Engaged
Lead nurturing involves staying in touch with your leads through consistent, relevant communication. Here are some cost-effective methods you can use to engage your prospective customers:
Email
Sending a regular email newsletter is a simple, low-cost way to keep your business top of mind for your leads. You can share useful tips, service updates, or special offers.
Example: A mobile hairdresser might send a monthly email with haircare tips and a seasonal offer, reminding potential clients about their services.
SMS
SMS marketing is direct and can be very effective for service-based businesses. A short, personalised text message can prompt a lead to take action, such as booking an appointment or taking advantage of a special promotion.
Example: A cleaning service could send an SMS to leads who enquired but haven’t booked, offering a 10% discount on their first clean.
Personal Follow-Ups
For high-value services, such as consultancy or home improvement, a personal follow-up call or email can make all the difference. Following up on a previous enquiry with a personalised message shows that you value the lead’s interest and are keen to help them.
Example: A local electrician could call a potential client who filled out a quote request, offering to discuss their needs in more detail and answer any questions.
Action Steps:
Decide on your lead nurturing methods: Will you send emails, SMS messages, or follow up with phone calls? Choose the method that makes the most sense for your business.
Set a regular schedule: Plan how often you will reach out to leads. For example, you could send an email once a month or follow up with a phone call two weeks after an initial enquiry.
Documenting Your Plan for Lead Nurturing on a Small Budget
Lead nurturing doesn’t need to be expensive. There are plenty of simple, budget-friendly tools available to help you manage your communications and keep track of your leads.
Email Tools
Use free or low-cost email marketing platforms such as Mailchimp or MailerLite to automate your email nurturing. These tools allow you to send scheduled emails to your leads, track open rates, and measure engagement.
Example: A local personal trainer could use Mailchimp to send a series of automated emails offering tips on staying fit, encouraging leads to book a consultation.
SMS Tools
Platforms like TextMagic or Twilio allow you to send affordable, targeted SMS messages to your leads. These services often let you automate texts, saving time and effort.
Example: A gardening service could use TextMagic to send an automated reminder to clients about seasonal services like hedge trimming or lawn care.
Simple CRM (Customer Relationship Management) Tools
Keep track of your leads and follow-up schedule with a free CRM tool like HubSpot or Zoho CRM. These tools help you document each lead’s journey and set reminders for when to follow up.
Example: A local painter and decorator could log all new leads into HubSpot and set reminders to follow up with them via phone or email.
Action Steps:
Choose your tools: Decide which free or low-cost tools you’ll use to manage email, SMS, or follow-ups.
Create a simple nurture plan: Document your lead nurturing activities, including what you’ll send, how often, and through which channels.
How Personalised Engagement Helps Build Trust and Increases Conversions
Personalising your communication is key to successful lead nurturing. When leads feel that you understand their needs and are genuinely interested in helping them, they’re more likely to trust you and eventually convert into paying customers.
Personalisation Techniques:
Use the lead’s name: Whether you’re sending an email, SMS, or making a follow-up call, addressing the lead by their name makes your message feel more personal and thoughtful.
Reference their specific needs: Tailor your message to the lead’s enquiry. For example, if they requested a quote for lawn care services, mention this in your follow-up message.
Offer value: Provide something useful in every message, such as a helpful tip, a discount, or information that solves a problem they’ve mentioned.
Example:
If a potential customer for a plumbing service asked about a boiler replacement, the plumber could follow up with a personalised email saying, “Hi Sarah, thanks for reaching out about your boiler replacement. I’ve put together a few options for you based on your home size and usage. Feel free to ask any questions!”
Action Steps:
Add personalisation to your messages: Use your CRM to track details about each lead, such as their name, service needs, and previous enquiries. Incorporate these details into your follow-ups.
Focus on building trust: Always offer value in your communications—whether it’s a tip, offer, or reassurance that you’re there to help.
In summary, a solid lead nurturing strategy keeps your prospective customers engaged and moves them closer to becoming paying clients. By using affordable tools and focusing on personalised, helpful communication, you can build trust and increase your conversion rate, all while keeping your costs low.
Step 8: Plan for Tracking and Measuring Success
Once you’ve built your lead generation plan, it’s crucial to track its success. By measuring your results, you can identify what’s working, where improvements are needed, and how to optimise your efforts for maximum growth. This section will guide you through setting up simple, cost-effective ways to track your lead generation performance.
Choosing the Right Metrics to Track Lead Generation Success
To understand how well your lead generation efforts are performing, you need to track specific metrics that align with your business goals. Here are the key metrics every service-based business should monitor:
Lead Volume
This is the total number of leads you receive over a specific period. It’s a simple but powerful indicator of how well your lead generation tactics are working.
Example: A mobile dog groomer might aim to generate 30 new enquiries in a month. Tracking lead volume will show whether they’re reaching this target.
Conversion Rate
This metric measures the percentage of leads that turn into paying customers. If you’re getting lots of leads but few conversions, you may need to tweak your follow-up process or the quality of your leads.
Example: A local plumber might track how many leads from their Google My Business page convert into actual bookings. If they receive 10 enquiries and book 5 jobs, their conversion rate is 50%.
Cost Per Lead (CPL)
This helps you understand how much you’re spending to acquire each lead. It’s especially important if you’re running paid campaigns, such as Facebook or Google Ads, and want to ensure you’re getting value for your money.
Example: A personal trainer running Facebook ads might calculate their CPL by dividing the total ad spend by the number of leads generated. If they spent £50 and gained 10 leads, their CPL is £5 per lead.
Action Steps:
Identify your key metrics: Write down the metrics that align with your lead generation goals. For most service-based businesses, lead volume, conversion rate, and cost per lead are key.
Set up simple targets: For example, aim to increase lead volume by 20% in three months or reduce your cost per lead by 10%.
Documenting the Tools and Processes You’ll Use for Measuring Results
You don’t need expensive software to measure your lead generation results. There are plenty of free tools available that can help you track your metrics effectively.
Google Analytics (GA4)
Google Analytics is a powerful (and free) tool for tracking website traffic and understanding how visitors interact with your site. With Google Analytics 4 (GA4), you can track important data like how many visitors submit enquiry forms, where your leads are coming from, and how well your website is converting traffic into leads.
Example: A local cleaning company can use GA4 to track how many visitors fill out their online booking form after visiting the site from Google Search.
Free Spreadsheets
For tracking leads, conversions, and other key metrics, a simple spreadsheet works wonders. You can create a basic template in Google Sheets or Excel to log each enquiry, their source, and whether they convert into a sale.
Example: A handyman could track every lead received, noting whether it came from a social media post, referral, or website, and whether it resulted in a booking.
Google Business Profile Insights
If you’ve set up a Google My Business profile (covered in Step 4), you can use the platform’s insights feature to track how many people find you via local searches or Google Maps. This data is invaluable for measuring the effectiveness of your local SEO efforts.
Example: A local gardener could check their Google Business Profile insights to see how many people clicked to call after finding their business through Google Maps.
Action Steps:
Set up Google Analytics (GA4): If you don’t already have GA4 installed on your website, set it up and create events to track actions such as form submissions or call clicks.
Create a simple spreadsheet: Use Google Sheets or Excel to track leads, their sources, and conversion rates. Log each new lead and update the sheet as they progress through your sales process.
Setting Up a Review Schedule to Regularly Evaluate and Refine Your Strategy
It’s not enough to track metrics—you also need to review them regularly to evaluate your progress and make improvements. A structured review schedule will help you stay on top of your lead generation efforts and refine your strategy over time.
Monthly Reviews
At the end of each month, review your lead volume, conversion rate, and cost per lead. Compare these metrics against your goals and assess whether any adjustments are needed.
Example: A plumber might notice that their lead volume is increasing but conversion rates are low. This could prompt them to refine their follow-up process or offer more compelling quotes.
Quarterly Deep-Dives
Every quarter, take a deeper look at your overall strategy. Assess which channels are performing best, whether your lead quality is improving, and if you’re getting a good return on investment from any paid campaigns.
Example: A local beauty therapist could notice that most of their leads are coming from Instagram, suggesting they should focus more effort on that platform while reducing spend on less effective channels.
Adjust and Optimise
Based on your reviews, adjust your lead generation plan. Whether it’s tweaking your content, changing how you capture leads, or focusing more on a particular channel, these optimisations will help you continuously improve your results.
Action Steps:
Set a review schedule: Mark a date on your calendar each month to review your lead generation metrics. Set a quarterly review to assess your overall strategy.
Document your findings: After each review, note down what’s working and what isn’t. Use this information to make small adjustments to your lead generation plan.
In summary, tracking and measuring the success of your lead generation efforts is essential for growth. By choosing the right metrics, using free tools like Google Analytics (GA4) and simple spreadsheets, and setting up a regular review schedule, you can ensure your lead generation plan stays effective and continues to bring in quality leads for your business.
Step 9: Understanding Your Strategy: Bringing All the Pieces Together
At this stage, you’ve developed the key components of your lead generation plan: setting objectives, identifying your ideal customer, selecting marketing channels, capturing leads, creating content, nurturing leads, and tracking your progress. Now it’s time to bring all these elements together into a coherent strategy that works seamlessly to attract, capture, and convert leads. In this step, we’ll review each part of your strategy and ensure everything aligns for maximum impact.
Reviewing Each Element of Your Lead Generation Strategy
Before finalising your plan, it’s essential to review each part to ensure consistency and alignment. Here’s a checklist to guide you through each step of the review:
Your Lead Generation Objectives
Check that your goals are clear, measurable, and realistic. Ensure they align with your business growth targets.
Example: If your goal is to increase enquiries by 20% in 3 months, make sure this goal is reflected in the rest of your strategy, from content creation to lead nurturing.
Your Ideal Customer Profile (ICP)
Revisit your ideal customer profile. Does your content and messaging speak directly to this audience? Are your chosen channels the right ones to reach them?
Example: If you’re targeting busy professionals with your mobile car washing service, make sure your content and channels, such as LinkedIn or Facebook Ads, are designed to reach this group.
Marketing Channels
Evaluate the digital channels you’ve chosen. Are they aligned with where your ideal customers spend time? Are you staying within your budget?
Example: If your cleaning service is focusing on local SEO and Google Business Profile, check that your Google Business Profile is fully optimised, and your content includes relevant local keywords.
Content Strategy
Review your planned content. Is it addressing your customers’ pain points? Is it varied enough (blogs, social media posts, emails) and tailored to your audience?
Example: A personal trainer might have a mix of content, including blog posts on fitness tips, Instagram videos showcasing exercises, and email newsletters with workout plans.
Lead Capture Strategy
Confirm that your lead capture methods are simple, accessible, and easy to use. Is there a clear way for potential customers to reach you or book your services?
Example: A plumber could review their enquiry form on the website to ensure it’s easy to fill out and well-promoted on every page.
Lead Nurturing Strategy
Double-check your lead nurturing process. Are you following up in a timely manner? Is your communication personalised and providing value to leads?
Example: A gardener could use an email series to send seasonal gardening tips, ensuring they’re staying engaged with leads until they’re ready to book.
Tracking and Measuring Success
Ensure you’ve set up your tools (such as Google Analytics GA4) and a spreadsheet to track key metrics like lead volume, conversion rate, and cost per lead.
Example: A local hairdresser might track how many leads come from their social media marketing versus referrals, using Google Analytics to track website form submissions.
Action Steps:
Review each element: Use the checklist above to ensure every part of your lead generation strategy is aligned and working together.
Make adjustments: If any parts of the strategy seem misaligned (e.g., content that doesn’t fit your audience), make changes before finalising the plan.
How to Ensure Your Goals, Channels, Content, and Nurturing Processes Align for Maximum Impact
For your lead generation strategy to be effective, all parts of the plan must work together smoothly. Here’s how to ensure your goals, channels, content, and nurturing processes align:
Align Content with Customer Needs
Make sure your content is focused on solving the problems your ideal customers face. Every piece of content should serve a purpose: to educate, build trust, or encourage action.
Example: A beauty therapist might write blog posts on skincare routines, which appeal to potential customers looking for expert advice. This aligns with their goal of attracting new clients by positioning themselves as an authority.
Ensure Your Channels Suit Your Audience
The channels you use must be the ones where your audience spends time. If your audience is local homeowners, focus on platforms like Google Business Profile and Facebook, which allow for highly targeted local marketing.
Example: A handyman service targeting homeowners in a specific area might focus on local SEO and Facebook ads targeting nearby postcodes.
Match Your Nurturing to Your Audience’s Journey
Your nurturing process should follow the natural progression of your customer’s journey, from initial enquiry to final decision. Ensure your follow-up messages are timed appropriately and add value at each stage.
Example: A driving instructor might send an enquiry confirmation email with booking details, followed by a reminder SMS a few days before the lesson.
Action Steps:
Check for alignment: Review your lead generation goals, content, and channels to ensure everything supports your ideal customer’s journey.
Make adjustments: If you find any gaps (e.g., not enough nurturing for high-value leads), adjust your strategy to better align your goals, content, and follow-up processes.
Documenting the Key Elements of Your Strategy in a Coherent Plan
Finally, it’s time to document all the key elements of your lead generation strategy in one place. A written plan keeps you organised, makes it easier to review and adjust, and ensures consistency in your approach.
Here’s what your documented plan should include:
Your Lead Generation Goals
Example: “Increase customer enquiries by 20% in the next 3 months.”
Ideal Customer Profile (ICP)
Example: “Homeowners aged 30-50 living in [local area], looking for regular gardening services.”
Selected Marketing Channels
Example: “Facebook Ads, Google Business Profile, and email newsletters.”
Content Strategy
Example: “Weekly blog post on garden care tips, monthly email newsletter, and daily Instagram stories showing completed projects.”
Lead Capture Methods
Example: “Enquiry form on website, phone number prominently displayed, booking form for consultations.”
Lead Nurturing Process
Example: “Automated email follow-up series for all new leads, SMS reminders for bookings.”
Tracking Tools and Metrics
Example: “Use Google Analytics (GA4) to track form submissions, use a spreadsheet to log lead source and conversion rates.”
Action Steps:
Document your lead generation strategy: Write down each part of your strategy in a clear and organised document. Use headings for each section, and include specific goals and processes.
Review and refine regularly: This document will serve as your lead generation roadmap. Be sure to revisit it monthly or quarterly to make updates and adjustments based on your tracking data.
In summary, understanding your strategy and bringing all the pieces together ensures that your lead generation efforts are aligned and optimised for success. By reviewing each element, checking for alignment, and documenting everything in one coherent plan, you can create a streamlined and effective lead generation strategy that delivers results with minimal investment.
Step 10: Piecing It All Together in One Lead Generation Strategy Plan Document
Now that you have developed all the essential components of your lead generation plan, it’s time to structure everything in a clear, actionable document. This will serve as your roadmap, helping you stay organised, track progress, and make adjustments as needed. In this step, we’ll guide you through how to compile your lead generation plan, ensuring it’s practical, cost-effective, and tailored to your service-based business.
How to Structure Your Lead Generation Plan in a Clear, Actionable Document
Your lead generation plan should be simple to follow and provide clear direction for every step of the process. Here’s a basic structure to help you organise your document:
Introduction
Briefly summarise the purpose of your lead generation plan. Include a statement on why lead generation is critical for growing your business and what you aim to achieve with this plan.
Example: “This lead generation plan is designed to help [Your Business Name] increase customer enquiries by 20% over the next three months by focusing on social media, content marketing, and local SEO.”
Lead Generation Goals
Clearly outline your specific goals. These should be measurable and tied to a timeframe.
Example: “Increase monthly website enquiries from 10 to 20 by the end of the quarter.”
Ideal Customer Profile (ICP)
Document the characteristics of your ideal customer so you can align your marketing efforts with their needs.
Example: “Homeowners aged 30-50 in [local area], looking for regular home cleaning services.”
Chosen Marketing Channels
List the marketing channels you will focus on, ensuring they are cost-effective and suited to your audience.
Example: “We will focus on Facebook Ads, Google My Business, and email marketing.”
Content Strategy
Outline your content plan, specifying what types of content you will create and how often you will publish.
Example: “Post weekly blogs on cleaning tips, share daily Instagram Stories, and send a monthly email newsletter.”
Lead Capture Methods
Detail how you will capture leads, whether through enquiry forms, phone calls, or bookings.
Example: “Include an enquiry form on our website and promote free consultations via social media.”
Lead Nurturing Process
Explain how you will follow up with leads to keep them engaged until they are ready to book or purchase.
Example: “Send an automated email series offering cleaning tips and a 10% discount for first-time bookings.”
Tracking and Measuring Success
Describe how you will monitor your results using tools like Google Analytics (GA4) and simple spreadsheets.
Example: “Use Google Analytics to track website traffic and form submissions. Log all new leads in a spreadsheet to monitor conversion rates.”
Action Steps:
Create a document using this structure: Break it down into sections with clear headings, and fill in the details based on the steps you’ve completed so far.
Keep it simple: Ensure the language is easy to understand and that each section includes actionable points.
Creating a Simple, Step-by-Step Plan That You Can Follow and Adjust Over Time
Your lead generation strategy needs to be easy to implement and flexible enough to adjust as you learn what works best.
Here’s how to break it down into manageable steps:
Set monthly or weekly goals: Break your larger goals into smaller tasks you can track regularly.
Example: “By the end of this month, aim to post 4 blog articles and increase email subscribers by 10.”
Outline daily or weekly activities: List the regular tasks you’ll need to complete to drive leads. This might include posting on social media, sending follow-up emails, or creating new content.
Example: “Post one tip or update on Instagram every weekday, and check Google Analytics weekly to review website traffic.”
Track progress and adjust: Schedule regular reviews to see how well your plan is performing and what changes might be needed.
Example: “Review the number of enquiries at the end of each month and tweak our social media strategy if engagement is low.”
Action Steps:
Create a task list: Based on your plan, write down the specific actions you’ll take each week or month to keep your lead generation efforts on track.
Review regularly: Set a reminder to review your progress monthly or quarterly, so you can make adjustments if needed.
Finalising Your Strategy Document with Goals, Timelines, and Resources
Now that your plan is outlined, the final step is to add timelines and allocate any resources you’ll need to complete it.
Add Timelines
Include deadlines for each goal and task to keep yourself accountable. Be realistic with these timelines, allowing enough time to implement each part of the plan without rushing.
Example: “Increase website enquiries by 20% in three months. Publish two blog posts by the end of Month 1. Set up Google Business Profile by Month 2.”
Assign Resources
Identify what tools, budget, and team members (if any) you’ll need to implement the plan. This could include software like Mailchimp for email marketing or a small budget for Facebook Ads.
Example: “Allocate £100 per month for Facebook Ads targeting local homeowners. Use free tools like Google Analytics and a spreadsheet to track performance.”
Action Steps:
Set clear deadlines for each task: Add these to your calendar or task management tool.
List the resources required: Write down any tools, budget, or support needed to achieve each part of the plan.
Ensuring Your Plan Is Realistic, Low-Cost, and Tailored to Your Service-Based Business
As a small business owner, it’s important to make sure your lead generation plan is practical and doesn’t require too much time or money to implement. Keep your focus on strategies that deliver big impact with minimal investment.
Start with low-cost tactics
Focus on free or affordable channels like social media, local SEO, and email marketing. Paid ads can be used sparingly as your budget allows.
Example: “Use Facebook and Instagram organically to promote services, with a small budget of £50 per month for ads.”
Tailor to your audience
Ensure your strategy is designed to engage your specific target market. This means focusing on local SEO if you’re a local service, or using testimonials if your customers value trust and credibility.
Example: “Since we’re targeting busy professionals, our content will focus on convenience and quick solutions, with easy online booking options.”
Be adaptable
Your strategy should be flexible, so you can adjust it based on what’s working. Start small, track progress, and scale up efforts that generate the best results.
Example: “If email newsletters drive more bookings than social media, shift resources to expanding our email list and sending more frequent updates.”
Action Steps:
Prioritise low-cost tactics: Focus on marketing channels that are affordable and effective for your target audience.
Tailor your messaging and approach: Ensure every part of your strategy speaks directly to your ideal customer’s needs and preferences.
Be prepared to adapt: Track performance and be willing to adjust your plan based on real-world results.
In summary, piecing together your lead generation strategy in one clear document ensures that every part of your plan is aligned, actionable, and cost-effective. By structuring your plan with clear goals, timelines, and resources, you can create a step-by-step strategy that drives results while being flexible enough to adjust as your business grows.
Step 11: Budgeting and Timeline for Implementation
To ensure your lead generation plan is successful and sustainable, it’s essential to allocate a budget and set a realistic timeline. This step will help you prioritise high-impact, low-cost activities, plan for quick wins, and set yourself up for long-term growth without overextending your resources.
Defining a Budget for Each Part of Your Plan (Prioritising High-Impact, Low-Cost Activities)
As a small service-based business, your budget may be limited, so it’s important to focus on activities that deliver the greatest impact for the least investment. Here’s how to define a budget for each part of your lead generation plan:
Organic Marketing (Low-Cost, High-Impact)
Organic methods such as social media posts, blog content, and Google My Business listings are cost-effective ways to reach your audience without spending on ads.
Example: A local plumber could regularly post DIY plumbing tips on Facebook and optimise their Google My Business profile for local searches. Both of these strategies are free but can significantly increase visibility.
Paid Advertising (Small, Measured Investment)
Paid ads can help boost your lead generation, but you should allocate a modest budget to test their effectiveness before investing more. Platforms like Facebook and Google Ads allow you to start with a small daily budget.
Example: A personal trainer might set aside £50 per month for Facebook Ads targeting local residents interested in fitness, allowing them to measure the return on this investment before increasing the budget.
Lead Capture Tools (Free or Low-Cost Options)
Use free tools for capturing and tracking leads, such as Google Forms or a free version of a CRM like HubSpot. If needed, you can scale up to more advanced tools as your business grows.
Example: A beauty therapist could use Google Forms to create a simple booking enquiry form and connect it to a free CRM to track leads.
Action Steps:
List your budget items: Break down the activities in your plan and assign a budget to each. For example, social media posting might be free, but you might allocate £50 for paid ads and £0 for Google Business Profile optimisation.
Prioritise low-cost activities: Focus your efforts on high-impact, low-cost activities such as SEO, organic social media, and free lead capture tools.
Documenting a Realistic Timeline for Executing Your Lead Generation Strategy
A well-defined timeline helps you stay on track and ensures that each part of your plan is implemented at the right time. Here’s how to document a realistic timeline for executing your lead generation strategy:
Set Short-Term Milestones (1-3 Months)
Start by scheduling quick wins that can be achieved within the first few weeks or months, such as setting up Google Business Profile, posting your first blog, or launching a simple Facebook ad.
Example: A local cleaning service could aim to set up and optimise their Google Business Profile within the first two weeks, then post weekly cleaning tips on Facebook for the next month.
Plan for Mid-Term Actions (3-6 Months)
These include activities that require more time to yield results, such as building a content library or growing your email list. Set deadlines for each step to ensure you stay on course.
Example: A gardening service could set a goal of growing their email list by 50 subscribers in three months by offering free seasonal garden care tips in exchange for contact details.
Long-Term Growth Goals (6-12 Months)
Focus on larger goals like increasing your lead volume by a specific percentage or expanding your reach with more paid ads. Review your progress quarterly and adjust your plan as needed.
Example: A handyman service might aim to increase their lead volume by 25% over the next year by steadily growing their Google reviews and improving their local SEO rankings.
Action Steps:
Create a timeline for short-term wins: Focus on activities that can be executed within the next 1-3 months, such as setting up profiles or posting content.
Set mid-term and long-term goals: Plan for the next 3-6 months and beyond, setting goals for growth and refinement based on what’s working.
How to Prioritise Quick Wins for Immediate Results While Planning Long-Term Growth
Balancing quick wins with long-term growth is essential for maintaining momentum and achieving sustainable success. Here’s how to prioritise immediate results while laying the foundation for future expansion:
Focus on Quick Wins (Immediate Impact)
Start by executing tasks that will generate leads quickly, such as improving your Google Business Profile listing, posting on social media, and sending out emails to your existing contacts.
Example: A driving instructor might run a Facebook ad offering a discount on the first driving lesson. This quick win could generate immediate leads while building awareness for long-term business growth.
Build Long-Term Foundations (Steady Growth)
Alongside quick wins, focus on building long-term foundations, such as creating valuable content that improves your SEO or growing your email list. These efforts may take time but will pay off in the future.
Example: A local accountant could regularly post blogs about tax tips for small businesses. This will improve their website’s SEO over time and position them as an expert in their field.
Review and Adjust Regularly
After achieving a few quick wins, review your results and adjust your strategy accordingly. Track your progress using Google Analytics (GA4) and tweak your content, ads, or lead capture methods based on what works best.
Example: A mobile dog groomer might review their lead volume after one month of running Facebook ads. If they see positive results, they can gradually increase the ad budget or try new platforms like Google Ads.
Action Steps:
Prioritise tasks that deliver immediate results: Focus on activities that quickly generate leads, such as setting up your Google Business Profile and running low-cost ads.
Simultaneously build long-term assets: Start creating blog content, growing your email list, and improving SEO, as these efforts will generate sustainable growth over time.
Monitor and adapt: Review your progress regularly and adjust your plan based on what’s driving the best results.
In summary, defining a realistic budget and timeline for your lead generation plan ensures that your efforts are manageable, cost-effective, and geared towards both short-term success and long-term growth. By prioritising high-impact, low-cost activities, setting clear timelines, and balancing quick wins with strategic foundations, you can achieve sustainable results that fit your business’s resources and goals.
Step 12: Reviewing and Adjusting Your Lead Generation Plan
After implementing your lead generation plan, it’s essential to regularly review its performance to ensure it’s delivering results. By tracking your progress and making necessary adjustments, you can continually improve your strategy without increasing your budget. In this step, we’ll cover how to review your plan, identify what’s working (and what isn’t), and make simple adjustments to improve lead generation.
How to Regularly Review Your Strategy for Performance and Adjust as Needed
Regular reviews of your lead generation plan help you stay on track and make sure your efforts are focused on activities that yield the best results. Here’s how to set up an effective review process:
Set a Regular Review Schedule
Choose specific intervals to review your strategy, such as monthly or quarterly, depending on the intensity of your campaigns. During these reviews, assess your key metrics and decide what’s working and what may need adjusting.
Example: A local dog walker might schedule a monthly review of their social media campaigns to track the number of enquiries and evaluate which posts attracted the most attention.
Monitor Key Metrics
Track the metrics that matter most to your business, such as lead volume, conversion rates, and cost per lead. Use Google Analytics (GA4) to measure website performance and see how visitors are interacting with your content and lead capture forms.
Example: A mobile beauty therapist could use GA4 to track how many website visitors fill in their booking form and where the traffic is coming from, such as social media or organic search.
Collect Customer Feedback
If possible, ask your customers how they found you and why they chose your service. This feedback can offer valuable insights into which marketing efforts are driving the best quality leads.
Example: A gardener might ask new clients during their first booking how they discovered the service—whether through a referral, Google search, or social media.
Action Steps:
Set a monthly or quarterly review date: Mark a date on your calendar for regular reviews of your lead generation efforts.
Use Google Analytics (GA4) to track progress: Monitor website traffic, form submissions, and conversion rates, focusing on lead-generating pages and content.
Gather feedback from leads: Ask new clients how they found your business to identify the most effective marketing channels.
Documenting What’s Working and What Isn’t in Your Plan
During your review, document the parts of your plan that are driving results and areas that need improvement. By keeping a record of what’s working, you can focus on amplifying successful tactics and refining those that aren’t performing as expected.
Track High-Performing Channels
Note which marketing channels are delivering the most leads and highest conversion rates. This might include social media platforms, email campaigns, or local SEO efforts.
Example: A handyman might find that their Google Business Profile generates more enquiries than their Facebook posts. They could focus more on enhancing their Google listing by regularly updating it with new photos and reviews.
Identify Underperforming Areas
If a particular tactic isn’t yielding results, document it and explore why it may not be working. It could be due to targeting the wrong audience, inconsistent posting, or ineffective messaging.
Example: A driving instructor may find that their paid Google Ads aren’t converting into bookings. They could investigate whether the ad copy, targeting, or landing page needs improving.
Adjust Your Efforts Based on Results
Based on what’s working and what isn’t, make small adjustments to improve your lead generation. Focus your budget and time on the tactics that deliver the best return, and modify or discontinue less effective efforts.
Example: A local hairdresser might decide to reduce their spend on Instagram ads if they find that most of their leads are coming from word-of-mouth referrals and Google search.
Action Steps:
Document high-performing activities: Keep a list of the tactics and channels that are driving the most leads.
Identify areas for improvement: Note any areas that aren’t delivering the desired results and analyse why they may not be working.
Adjust your plan based on findings: Shift your focus and budget to activities that generate the best leads, making small tweaks to underperforming areas.
Making Simple Adjustments for Improvement Without Increasing Your Budget
You don’t need to increase your budget to improve your lead generation strategy. Small, targeted adjustments can often lead to significant improvements. Here are some ways to refine your plan without adding costs:
Optimise Existing Content
Revisit your high-performing content, such as blog posts, social media updates, or Google Business Profile listings, and refresh them to keep engagement high. You could update blog posts with new information, add more calls to action, or tweak headlines to make them more compelling.
Example: A cleaner might optimise their top-performing blog on home cleaning tips by adding a stronger call-to-action encouraging readers to book a free consultation.
Refine Your Targeting
If you’re running paid ads, consider narrowing your audience to focus on the most relevant leads. This can help reduce costs while increasing conversion rates.
Example: A local electrician might adjust their Facebook ad targeting to focus more on homeowners within a specific radius, increasing the chances of reaching the right audience.
Test Different Lead Capture Methods
Experiment with different lead capture forms, such as offering a free consultation or a downloadable guide, and see which option generates the most interest.
Example: A personal trainer might test offering a free “Get Started” fitness consultation in exchange for contact details on their website, compared to simply offering a direct booking form.
Action Steps:
Optimise your top-performing content: Update successful blog posts, social media content, or service pages to make them even more effective at generating leads.
Refine your targeting: Narrow your audience for paid ads to focus on the leads most likely to convert, improving efficiency without increasing costs.
Test different lead capture methods: Try new offers or forms to see which ones attract the most leads and adjust based on performance.
In summary, regularly reviewing and adjusting your lead generation plan is crucial for staying on track and improving results. By tracking key metrics, documenting what works, and making simple, targeted adjustments, you can continuously refine your strategy without increasing your budget. This ensures your lead generation plan stays effective, sustainable, and aligned with your business’s growth goals.
Download, print and complete 'The Ultimate Service-Based Lead Generation Plan Template' to ensure your small service-based business has a solid digital marketing based lead generation plan.
Conclusion: Your Service-Based Lead Generation Strategy Plan
Now that you’ve built each essential component of your lead generation strategy, you’re ready to finalise your plan and put it into action. This document will serve as your roadmap to growth, helping you attract and convert new customers consistently, even with a limited budget.
Finalising Your Lead Generation Strategy Document: Your Roadmap to Growth
Your lead generation plan is now a clear, actionable document that brings together all the steps you need to take to grow your customer base. It includes:
Your Goals: What you want to achieve, such as increasing enquiries or bookings by a specific percentage within a set timeframe.
Ideal Customer Profile (ICP): A detailed outline of who your target customers are, including their needs, pain points, and preferred communication channels.
Marketing Channels: The platforms you’ll use to reach your target audience, whether it’s social media, local SEO, email marketing, or paid ads.
Lead Capture Methods: Clear steps on how you’ll collect and manage leads, whether through enquiry forms, booking forms, or phone calls.
Content Strategy: A structured plan for creating and sharing content that resonates with your ideal customers, builds trust, and encourages engagement.
Lead Nurturing: A plan for following up with leads and guiding them towards making a purchase or booking, through email, SMS, or personal calls.
Tracking and Measuring Success: Tools like Google Analytics (GA4) and spreadsheets to monitor your progress and measure key metrics like lead volume, conversion rates, and cost per lead.
Reviewing and Adjusting: A process for regularly reviewing your strategy, identifying what’s working, and making adjustments to optimise your efforts.
With this document, you have a comprehensive guide to building, executing, and refining your lead generation plan. You can now focus on consistent execution, knowing you have a clear direction for growth.
Action Steps:
Save and review your lead generation strategy document: Ensure each step is clearly outlined and easy to follow.
Share it with any team members: If you have a small team or work with external support, make sure everyone understands their role in executing the plan.
The Importance of Consistency: Sticking to Your Plan and Adjusting Over Time
The key to success in lead generation is consistency. While your plan is in place, results won’t happen overnight. Sticking to your strategy, regularly reviewing performance, and making small adjustments along the way will help you achieve your goals over time.
Stick to Your Plan
Consistency is vital. Whether you’re posting content on social media, sending emails, or reviewing your Google Analytics data, doing it regularly will create momentum and increase your chances of success.
Example: A local handyman posting weekly tips on home maintenance might not see immediate results, but over time, their consistent presence will build credibility and trust with potential customers.
Adjust as You Go
While sticking to the plan is important, so is being flexible. If a particular channel or strategy isn’t delivering the results you expected, adjust your approach. The ability to refine your plan based on real-world data is what will keep your strategy effective.
Example: A personal trainer might find that Instagram Stories drive more enquiries than Facebook Ads. In response, they could focus more effort on creating engaging Instagram content.
Track Progress and Celebrate Small Wins
Track your key metrics regularly to see what’s working, and celebrate small wins along the way, such as reaching a milestone in lead volume or reducing your cost per lead. These small victories will keep you motivated and show that your plan is working.
Action Steps:
Stick to your content and marketing schedule: Set reminders or use tools to help you maintain a regular posting or outreach routine.
Review your results monthly or quarterly: Use tools like Google Analytics (GA4) to track your progress and adjust your strategy as needed.
Celebrate progress: Acknowledge each milestone you reach, whether it’s increasing your leads, improving conversion rates, or seeing better engagement on social media.
In summary, your lead generation strategy is your roadmap to growth, providing you with a clear, actionable plan to consistently attract and convert new customers. By sticking to your plan, reviewing your results, and making small adjustments along the way, you’ll ensure steady growth for your service-based business with minimal investment.