One of the most difficult tasks for any DNA testing clinic or business will be to generate DNA testing leads all companies, regardless of the niche, need to continue operating. After all, what is a business without the leads that can be converted into clients or customers? Pretty much nothing.
If you are here trying to find information about lead generation for this type of company, two things could have happened:
- You have failed in most of your lead generation strategies and need a hand to know what to do.
- You are thinking about starting your own DNA testing service and want to ensure you are covering all the crucial parts before doing so.
Whatever your reason is to land on this page to learn about lead generation, we will be more than happy to help.
You see, it isn’t hard to deal with it as long as you focus on the right strategies and steps to add to your general plan. Once you have set all the strategies and methods to be used, things get much easier over time.
Thus, if you want to start with your right foot or solve the disaster you have in your business at the moment, just keep reading and learn how to generate more DNA testing leads.
You Need the So-Called S.M.A.R.T. Goals
Before you can create any lead generation strategy or plan for your startup, it is important to set a
S.M.A.R.T. stands for specific, measured, agreed, realistic and time-bound. These are the qualities that make a goal-specific and possible.
Setting S.M.A.R.T. goals is crucial because it guides everyone to take the steps necessary to reach them without falling behind in the usual “more than you can afford.”
Find out if your goal for your company is S.M.A.R.T. before trying to get lead generation done since this goal will be reflected in your plans and strategies.
If you are not sure of how to do this, you can ask the following questions to determine if your goal meets the requirements:
- Specific: What do you desire to accomplish with your business and marketing strategy?
- Measurable: What is the objective that will indicate you’ve reached or achieved your goal?
- Achievable: Are all of your stakeholders in the agreement or more like, is everyone in the company all right with the goal?
- Realistic: Are you able to achieve this goal with the right financial, technological, and human resources?
- Time-bound: When is the best time to achieve your goal? How long will it take?
Monitor Key Performance Indicators in Your Strategies
KPIs (key performance indicators) are metrics that allow you to measure the effectiveness of your lead generation efforts in relation to the S.M.A.R.T. goals we previously mentioned.
Most people consider they are a waste of time, but these will tell you which strategies are effective and which ones need to change or be improved. Sometimes, they even need to be removed.
Since we are confident you aren’t aware of the main KPIs, here’s the list with the ones you should track:
- Organic traffic: Since organic traffic is the best way to reach your site, you need to make sure your strategies around it are working. Thus, track the performance of your methods and determine how much traffic you’re getting from them.
- Traffic-to-lead ratio: This KPI shows you how much of your website traffic is organic, direct, comes from a search engine, from referrals, or paid. It also tells you how many new leads your website generates for your business. You should expect to see a direct relationship between website traffic and lead conversion.
- Conversion rates for landing pages: This KPI shows you how much traffic your landing page receives that converts to new leads for your company and later clients.
- Clickthrough rates: This one tells you not only how many people click on a link in your email or landing page to find out more about what you offer but also which links are performing well so you can either change them or work around the existing one with new strategies and changes.
- The bounce rate: It indicates how many people leave your site without going to other pages or, on the contrary, how many have stayed after reading some of your information.
- Cost per lead: Just as you would guess, this tells you how much money you spend to generate one lead and the total number you are getting today.
Set Your Buyer Persona
Your DNA testing business or startup must have a buyer persona who is simply the perfect client for you to generate leads.
Taking the time to set it will help you to have an easier and more detailed insight into your clients’ needs, wants desires, and habits. These will allow you to reach your clients and spark their interest enough to get their contact information.
Basically, you will set this persona to understand your clients better, know what they need, and how you can reach them easily by knowing who they are in the first place.
Now, just keep in mind you don’t need to be limited to one buyer persona.
It’s quite common for companies to have multiple buyers people depending on what service or product they offer. To ensure that all of your buyer personas fit together, make sure they are related by at least one trait.
Keyword Research Is Needed
A keyword is a term or string of words that people use to search for something online (just in case you weren’t familiar with it).
It acts as a bridge between your target customers and different content on your website or blog.
A list is the first step in keyword research and one of the most important parts of your lead generation and business strategies.
These are some tips that will help you create a list of keywords for your lead generation campaigns.
- Try to think like your customer.
- Target specific clients based on your buyer persona and determine what they are searching for in specific.
- Use general terms: While long-tail keywords are more powerful than general keywords, adding these keywords to your list can help reach potential customers you might not have considered and that are usually missed just because people find long-tail keywords more efficient.
After you have a list of keywords, you can now decide which ones to use in your lead generation strategy. In case you are having a hard time finding out the best keywords, Keysearch and other tools can be used for the task.
Now, just an additional part. To find the most effective keywords for your lead generation campaigns, you should look at these two factors:
- Monthly search volume: This is the average number of people who use a specific keyword to search for something within a given month. Usually, the tools you use will show you which keywords are optimal based on a number or color.
- Keyword Difficulty: This indicates how tough the competition is for ranking for a specific keyword.
Most people will only focus on the essential parts of keyword research and stop once they find some terms they can use.
However, if you want to be successful in your lead generation campaigns, take it a step further. Instead of writing content based only on the keywords that you have compiled, create content based on some questions based on platforms like Answer The Public.
Focus on Your On-Page SEO
Inbound marketing novices are increasingly assuming that SEO is irrelevant because of the recent changes Google made to its algorithm and how paid advertising looks like a better option.
Additionally, people believe SEO is all about creating good content with a bunch of keywords.
Although creating quality content is indeed crucial, SEO is more than that, and you will need to use it in several places for your business.
SEO is shorthand for search engine optimization, and it’s a set of guidelines that make it easier for search engine robots to find your site to display it on their Search Engine Results Page (SERPs).
Your target audience will not be able to read your content, no matter how well-written it may be, if you don’t follow the right optimization besides the regular keywords added to the content itself.
Do you need to know what optimization is this?
Meta tags are a way to add on-page SEO to your site. When doing on-page optimization, there are two important meta tags you should pay attention to:
- Title tags: Search engines use your title tag to determine how to display your article or page title in their SERPs.
- Meta Description: The meta description tags can make or break many sites that are listed in the SERPs. Search engines also use it to determine the listing of your site in their SERPs. This should be kept short since search engines allow 160 characters for meta descriptions tags.
Finally, although this isn’t entirely related to on-page SEO, we want to add a crucial part: Make your site mobile-friendly.
Over 50% of the population own a smartphone and use it to surf the Internet. Your website must be mobile-friendly since most of your leads will come from mobile users as well.
A responsive theme is a good choice if you don’t have the budget for a web designer to build your website, and reducing the number of elements is key to making it work properly.
Write Useful Content
Provide useful content that informs your target audience, and it shouldn’t just be full of keywords and SEO efforts.
Instead, if you provide valuable content, people are bound to stay on your website for longer and give your DNA testing services an opportunity.
You can post blogs, case studies, or FAQs. You’ll be able to attract new customers by answering common questions and positioning yourself as a thought leader.
Your website will be easier to find and browse as well since search engines can help potential customers find your content based on their utility.
You will also have more content to promote and reach your customers. It doesn’t matter if you’re offering content downloads or paid social media ads; great content is essential to attract an audience.
If done correctly, content marketing can be very effective in generating leads, and about 15% of your efforts will be improved along with a 3x improvement in your generation.
Hosting Webinars Works
According to the Content Marketing Institute, 60% of marketers now use webinars in their inbound marketing campaigns regardless of the niche or industry they’re part of. So, for your one in specific, it still works.
It’s easy for customers to access a tutorial, workshop, or course that will help them understand, in this case, how DNA testing works or what they should know about it to know if this will be the solution for most of their problems.
It is a great way to market your service to sales-qualified leads. One webinar can convert 20-40% of attendees into qualified leads since they will often choose your services above others.
However, the main issue with webinars is attendance since only 40%-50% of people who register for webinars actually attend, and the number decreases the longer it lasts.
If you want to make them stay and catch their attention, consider doing this:
- Give a discount or special service to attendants—for example, 20% off in their first testing.
- For the offer or discount, don’t mention it at the end of the webinar but not at the beginning either. Instead, focus on telling them there’s a special offer that will be shared by the end.
- Multiple reminders are a good idea, so people are encouraged to attend.
- Make sure to limit the number of participants, so people feel a bit more pressured to attend.
You Need an Email Marketing Plan
An effective email marketing strategy will allow you to provide personalized content to customers, engage them and build a lasting business relationship.
We know this can sound a bit old, but if every email that clients receive is valuable, the conversion rate will be high and a good option for your DNA testing company.
For a successful campaign, take the time to understand your prospects’ needs and what you can do for them.
One of the main tools we also like to include in this strategy is AI-
An AI-driven chatbot can recognize visitors or potential clients who arrive at the website via email and later send them messages.
This includes reminding them of existing offers and suggesting other plans or services that may be suitable for their needs. This strategy can increase your email opening rates.
You can combine email marketing and chatbot strategies in five different ways:
- To collect email addresses.
- Segmenting your customer mailing lists.
- Follow up with chat leads.
- Improve your customer service.
- Offer a conversational channel preference.
If you are already working around this strategy, then you should consider these tips to make them work or improve your current email campaign:
- Interactive emails have an advantage over static emails.
- You can use welcome emails to attract clients and redirect them to your main site. This can be done with your chatbot or AI as well.
We Didn’t Forget About Social Media Marketing
It is a great platform for marketing ANYTHING as long as you know how to approach your niche and the potential clients on the platforms.
Social media has become a popular platform because most people spend their time in them instead of searching for actual services in search engines or using other platforms and alternatives.
This has resulted in a flood of content. In such a scenario, interactive videos, insightful status updates can engage your potential clients and make them choose your testing services.
However, the issue with social media marketing is that it can take a lot of work to set the strategy and right approach, but what if we tell you that a chatbot or AI can also be helpful for this? Would you be up for the challenge?
They can be very useful to reduce the workload in simple yet crucial tasks like:
- When leads and clients land on a brand’s social media pages, the AI can greet them with proper settings.
- It will start a conversation with a clear prospect.
- It can answer questions, reservations and resolve problems related to DNA and your services.
- Chatbots and live chats allow you to interact with customers while posting your ads on social media platforms.
- Chatbots can direct customers to the right path, from the social media site to the website.
- This will allow you to remarket to your customers.
But now, focusing on social media marketing and the strategies, it is a matter of knowing what to do for each platform you are in.
You must know by now that not all platforms are the same, and some can be more useful for your type of business.
LinkedIn, Twitter, and Facebook are better options than the usual visual platforms like Instagram and Pinterest.
Also, when you choose any or several of them, customize the content based on what performs better in each platform and be detailed about it.
Automate Your Workflow
Your strategies are now generating leads that will lead to your sales funnel, but this also came with a lot of responsibilities and tasks to handle.
One of the main ones is to nurture your leads to a conversion. If you don’t have the right systems to manage high volumes of leads, qualified leads will be lost, and your efforts will go to waste.
There are several simple ways you can improve your sales process to make sure everything runs smoothly so your sales team will be able to spend more time talking with prospects:
- Use personality insights to learn how to best approach and engage your prospects. Some AI options can help you with this analysis and simply the process.
- Use a sales manager to build powerful outreach workflows, combine them with LinkedIn automation software such as Zopto and Phantombuster.
- Engage prospects at key accounts when they visit your site and interact with your content.
These are just a few areas that could be improved, and depending on the AI software you use or discover, things can work faster and with a better workflow.
Strong CTAs Need Incorporation
It seems obvious, but did you know the importance and relevance of a strong CTA for your website and business overall? We bet you didn’t, but it may be the most important lead generation strategy.
These tiny but powerful snippets are used to grab readers’ attention and encourage them to take action, and unlike what you might think, these aren’t limited to landing pages.
Instead, they should be included in all marketing copy, including email campaigns and websites or any other platform that involves your lead generation process.
You can improve your conversion rates by strategically placing CTAs where your potential prospects might be interested in signing up, subscribing, or getting started with your company for the services.
For example, you might have a CTA on your services pages that offer a consultation or details about how people can get tested or apply for other services.
You might also include a CTA for subscribing to your blog newsletter and follow other lead generation strategies that, of course, are mentioned in less straightforward.
Just keep in mind that these elements should be short, concise, and easily clickable, and you should limit your CTAs to 1-2 words while using contrasting colors to make them stand out.
Create Engaging Forms
Unless you leave people a way to reach out, they won’t be able to convert into high-quality leads and even less into clients.
This is why forms on your websites and platforms are so crucial, but they must be engaging to encourage people to the process.
A person who takes the time to complete a contact, registration, or sign-up form is likely to be interested in your products and services, and your next step is to contact them by emailing or calling.
You can also use forms to gather key information about your clients.
Although they should be brief so that visitors don’t feel discouraged from filling them in, some forms intentionally include a few extra fields.
You might ask your lead for their name, email address, and genre or how they identify. This will give you a picture of who they are, which can be used to segment your audience so that you can target different types with different offers.
The Local Lead Generation Process for Your DNA Testing Business
All right! So, everything is about building properties and generating leads. But how does the process actually take place? Are there other steps I need to know?
The steps I mention below are what students from our local lead generation program follow to generate leads for businesses like yourself. So I’ll help you see what we do. And how if you join our program, you can simply generate leads for your own business (unless you want to start a side hustle and build a laptop lifestyle business).
Essentially, our lead generation can be divided into four steps:
The first is prospecting. You need to take the time to do market research on a niche (industry) and determine how many phone-driven businesses are there.
Keep in mind that this is local research as you need to know how many companies need leads. For example, you may search for “plumbing services Youngstown OH.”
You will find dozens or even hundreds of businesses trying to get themselves in front of the customers by ranking on Map Listings, organic results, and even Ad.
The second step, building. When you find a niche (plumbing, tree services, a software company, real estate…), you will need to start building your digital properties. You don’t need to be an expert in HTML or coding. It can be easy with the right tools.
The third step is now taking time to rank your lead gen website. With the site done, you need to work on SEO strategies and start dominating those Google search results. If you’re new to SEO, it stands for Search Engine Optimization.
To keep it simple, it consists of the entire process of growing a company’s visibility on search engines like Google and generating organic traffic. And remember this, local lead generation is part of the strategies.
Moving on to step four, once you rank the site, you will start getting your ROI and profits. You only need to rent it out to a local business interested in the leads the site generates. You can offer a couple of free leads to their move on with the actual pay per lead.
To review steps 1-4 above, I described it to a normal student who is building a lead gen business to help local service providers generate more calls. But replace the student with you as the business owner. And replace sending the leads to a business to simply siphoning the leads to your personal business.
By the way, fun fact, about 20% of our students in our local lead gen program are actually business owners who went through the program. And they use the skillsets we teach to generate leads for their own business.
An Example of Lead Generation: Home Advisor
You must be thinking, “if lead generation sounds so good so far, how come I haven’t seen any company?” That’s the thing; there are many out there. You just don’t know they are dedicated to it.
HomeAdvisor is one of the best examples you can find on the Internet as it is a top lead generation company that has spent millions building its brand but also earned even more zeros for this same reason.
They started small as everyone else but invested in building their brand awareness to make people who are looking for home services go to their website and find what they need. They are over 75% of people’s first choice when they need those services.
If you don’t get HomeAdvisor that much or need a refresh, users need to submit their information to request a service and get a professional or expert who can provide it.
HomeAdvisor’s job is to share your information, which makes you a lead, with local companies so they can contact you and offer the service you’re requesting. For sharing this lead information, HomeAdvisor gets paid by the companies. This happens for every single lead they send to multiple businesses.
Business owners who don’t have marketing skills or don’t even know how to have any online presence will always rely on those pages to list their services. They will save time and effort, but companies like HomeAdvisor can make them spend lots of money as leads aren’t exclusive (one lead is sent to multiple companies after all).
Using Facebook Ads aka Paid Ad Platforms: Do They Generate Leads?
They DO generate leads. If not, no one would use them.
However, you need to remember two facts:
- Paid ads or platforms can be expensive.
- They don’t generate “natural” leads.
Whenever someone sees or clicks in one of those ads, over 80% of them did it by accident or are trying to close/report it.
Why? Because they aren’t looking for those services. At least not at the moment.
What those ads do instead is interrupt their time on the platforms. Users aren’t there to find companies or businesses unless they are searching for a specific company’s user, and for that, there’s a search bar. This is why it is hard to convert them to actual customers who will show interest in the companies’ services. Also, you’re limited by a budget.
When using lead generation, everything is organic. You aren’t forcing others to pay attention to your business but rather being there when they need you. This is why Google’s organic traffic will always beat paid ads, and the reason companies continue investing in it, which is a lot cheaper as well.
What Is Local SEO?
Don’t worry… I didn’t get it at first either. Following the short explanation, local SEO focuses on scaling businesses’ visibility on search engines. However, this is only for those who serve their communities face-to-face.
What does this mean?
Experts and professionals like painters, plumbers, and dentists (but not only them) offer their services to their local customers. Why? Because they can’t deliver them unless they are located in the same area of their customers.
To make sure those businesses get more leads, you need to rank them locally by claiming the business listing on Google to place them on Map Listings. Local SEO also involves online reviews, citation management, and how you manage your entire online presence in the local area.
If you are going to bet on lead gen, you need to adapt yourself to today’s world: The Internet.
Keep in mind that although traditional channels and methods like billboards, warm calls, and pamphlets still work, they aren’t part of your tools. Whenever someone needs a service, they go to Google and search for it.
“Dentist in Miami” or “plumbing services in Orlando,” etc. And you can keep coming up with services or professionals people need and look for. Thus, you need to make sure you’re using Google to get the companies in front of their clients.
Users will always click on the first search results (those near the top), and many of them will be either Ad links (people paid to place their websites there), Map Listing, and then you get websites. Almost all of them are your goal and where you should always aim to place yourself.
Can My DNA Testing Business Utilize a Local Lead Generation Strategy?
If you want customers, you better know you need it. Following the previous explanation, lead gen is all about placing businesses in front of their customers, choosing them over their competitors.
Put it simply – it’s all about closing deals and having clients for those companies to make money. The main difference with the usual methods companies use for this is how lead generation approaches different channels to get them in the right place of the market to get customers.
Those channels are all focused on the Internet as most people are searching for products but also services across the net. The issue is that the Internet is way too broad, and businesses don’t know how to place themselves. They usually try, but they get one common result: losing money and time.
How Powerful Are Organic DNA Testing Leads from Google?
For companies looking for customers, it’s everything. For you? Pretty much the same. When you build a business with digital properties, you get to make thousands of dollars a month.
This isn’t a “get started today and get rich tomorrow” thing, but it is HIGHLY scalable, and ROI + positive results are guaranteed. Learning a fairly decent and very needed set of skills to create your digital properties and start ranking them on Google is required.
I have invested in several online businesses over the years, and if there’s something uncertain, whether you will get your ROI or not, even more than the actual profit.
However, this business moved my earnings from five figures a year to a month in ONLY passive income while sitting comfortably at home.
On my laptop. Anywhere. Anytime.
You can look at one of the first sites I built back in 2016, and it continues making me over $1.000+ every month. The best part is that I don’t need to touch it or the rest I’ve built over the years, just like this digital property.
What Makes Lead Generation SO Alluring?
Here it goes: you can work from home.
The main issue with regular business opportunities is how much you need to invest in staff, equipment, or rent to have a place to sell your products or offer your services.
We all know the hassles of traditional businesses that involve regular expenses, which are extremely high. Can you afford it? I don’t think so, and even if you can, is it worth it? Now, it isn’t only about the money. You also need to put in a lot of work, and it isn’t only during the first couple of months or years. Usually, it is as long as you continue running it.
You can save yourself those headaches and bone-breaking tasks and expenses with lead gen since it is more about generating leads with digital channels—mainly websites.
Websites can be VERY cheap to build, and with many tools online, you get to do it in a couple of hours instead of days. Any virtual or digital business is scalable and won’t need constant maintenance.
So, let’s summarize this:
- You save money in regular expenses with traditional and most online businesses as what you need is yourself and digital properties (websites).
- You can bet on passive income.
- There’s no need to hire more people to get started.
- You can generate leads in multiple industries, which allows you to work on any niche you want.
How Can I Get Started in the Local Lead Generation Program?
Anyone can start and learn. That’s the beauty of this business model. I knew nothing about SEO, Map Listing, and everything I’ve mentioned so far. It is all about learning the skills, gaining experience, and deciding to take the step.
Remember that this business model will never get old as business owners are always looking for leads. They need to do business and scale their companies. Why not do the same while helping others and still making money?
You can start with this local lead generation course highly recommended for anyone wanting to grow in the business. It is a close training that will take you through each step and make sure you are able to get your ROI, profits and take control of your life.
You will be added to an incredible lead generation family ready to help you 24/7 when asking questions on the group. Anyone is welcome who’s willing to put in the work. Click here to watch the lead gen webinar.