5 Places To Find Quality Leads
Fill your pipeline on & offline
When I first started my business a pipeline was a controversial environmental headline. Now, it’s the life-blood of my business. Service-based businesses rely on leads, which means creating a steady influx of inquiries and project proposals for your business. This is termed a pipeline. There are plenty of articles on the internet on how to prospect for clients, this is not another one. Here I simply break down the five types of leads you should keep/nurture in your pipeline, at all times. I attribute the early success of my marketing and copywriting business to spending time filling my pipeline. Since then I have avoided project droughts, and by following some of the tips below you can too.
The five type of leads:
- ‘Warm’ Online Connections
- ‘Cold’ Online Connections
- ‘Warm’ In-Real-Life Connections
- ‘Cold’ In-Person Connections
- Referral
A business without a full pipeline will not be a business for long.
‘Warm’ Online Connections
Online connections are a product of one thing, content creation. If you are a writer, start writing on Medium, guest blog, or post on LinkedIn. Become visible, build rapport. If you’re a coach or service provider, host an online Summit, start a podcast, show your face on Instagram Live. Online connections are built by creating value for your prospect, and the easiest way to do so is through content marketing.
Warm online connections are familiar with your work. They have tuned in to your newsletter, joined a webinar, subscribed to your podcast, or have even reached out to you in the past. I was once messaged on LinkedIn and asked about a/b split testing by a stranger. He had seen a post that took three minutes to craft and was curious. I quickly explained the benefits and never heard from him again. Three months later he reached out and now is one of my best clients.
These types of leads are the ones that have been quietly watching you. You don’t always know them, but they know you. You stay relevant by consistently creating content, which builds their trust, and eventually, when the time is right they slide into your inbox asking for your expertise with a project proposal. The sale is quick and easy because you have been selling them for months.
‘Warm’ online connections are all about fostering relationships. The funny part is sometimes you don’t even know the relationship is there, but trust me, it’s there.
‘Cold’ Online Connections
Cold online connections are typically where I always fall short — no matter how much I tell myself this quarter is going to better. Don’t take this as a reason not to take them seriously, in fact, quite the opposite. I’m just lazy and haven't dedicated the time to building a robust funnel. Typically, cold online connections are build using PR tactics such as pitching articles to online publishers, booking podcast interviews, guest speaking at a summit, or hosting an industry-specific Clubhouse room.
These tasks serve a dual purpose for your business. Beyond getting in front of new prospective clients, you are establishing authority and credibility in your industry. In the long-game, this will help you acquire better clients with bigger budgets.
Cold online connections may see you on their favorite online news outlet, or listen to you on a podcast and then follow you on your social media platforms, perhaps browse your website. Ultimately, your goal is to get in front of them, and then stir enough interest to get them thinking about you. Then, let them decide if they want to work with you by delivering stellar content daily (or weekly).
Cold connections are not limited to content, they are also built through self-agency and networking. As such, I make it a point to connect with at least 4–5 new individuals on LinkedIn weekly. LinkedIn continues to be my favorite platform because it has a robust system of features and LinkedIn users are oftentimes the decision-makers. Meaning they decide where, and to whom, money from their business's budget is allocated.
To build my network I send a quick note to an ideal client, or industry-related professional, by looking through the post comment sections or joining new groups, etc. This strategy is similar to responding to questions on Quora. A note may look like this:
“Hi (name of connection),
I loved what you had to say on ____’s post. I can attest that using a questionnaire before hopping on a discovery call is the best way to vet unqualified leads. I would love to connect with a fellow digital marketer.
Hope you have a great day.
Warm regards,”
DON’T pitch your service. DO introduce yourself and leave a genuine note. Please personalize your notes, this will double your likability.
‘Warm’ In-Real-Life Connections
These type of leads are built from your existing networking, places you have worked before, former colleagues, businesses your frequent often, your family.
Most new businesses are built from ‘warm’ in-real-life connections. They know you personally and know more about your character than a stranger on the internet, therefore they have a higher likelihood of trusting you.
If you are just starting out freelancing, this is the place to start prospecting. Even your former dentist could be a potential client, get creative, and don’t be shy to reach out to ask if they need help updating their website copy or writing a brochure.
‘Cold’ In-Person Connections
From the moment you become a business owner, you should be working on your elevator pitch because you NEVER know where a lead may come from.
One of my first clients and I met at a festival afterparty. When he asked what I did for work I had my pitch ready and it flew off my tongue before I even had a chance to think about it. Turns out he ran an e-commerce store and needed help writing a weekly newsletter. Because my intentions for the day included frolicking in the desert, not prospecting clients, I didn’t have a business card. Don’t underestimate the power of a printed business card. However, I asked for his number and told him I would reach out that week to discuss his project later.
Key point: I got his number. Not the other way around. By doing so, I was in control to follow up and didn’t have to worry about him forgetting.
Other ‘cold’ in-person-connections can be made at conferences, by visiting a new brick and mortar business and leaving your card with the manager/owner, attending speaking engagements, or visiting art gallery openings. Think of where your ideal client might hang out, then, go mingle.
Referrals
Referrals are the bread and butter for most service-based businesses. This is why they say once you get your first few clients new business will trickle down. And it’s true.
Referrals are a natural product of doing good business. Produce a good service experience and a top-notch product, and those you work with will recommend you to their friends and colleagues. Don’t make the mistake of relying too heavily on referrals, though. After you land your initial first few clients, consistently fill your pipeline by implementing the practices outlined in this article.
Overview
If you want to scale your business, start by setting up a lead system. Know where people stand in your funnel, actively make connections online and off, provide value to your community, and build brand authority. Starting a business is demanding and requires tons of front-loaded effort, once you put in the initial time to set up a system things will get easier. Ultimately, a full pipeline is characteristic of a healthy business, it gives you peace of mind And that, is priceless.
