1. Online Lead Generation Challenges Faced
by Small Businesses
The field of Internet Marketing has grown to be a professional arena for all types of businesses, including
the ones that are solely making money online. Furthermore, it is not only corporate giants who benefit
from online marketing and promotions. In fact, you would find countless success stories of small
businesses all over the world that are exploiting their maximum performance potential because of their
online presence.
With a plethora of benefits and business implications, Internet Marketing is a great source of lead
generation. Basically, online lead generation is an identical concept of generating sales lead except that
the process is done on electronic platforms. In layman’s terms, “offline” lead generation involves
traditional methods like cold calling, customer referrals, TV and radio advertisements, etc. On the other
hand, there are various Internet Marketing tools which provide access to small businesses to their
individuals who are interested in what the companies offer. These individuals are considered to be
prospective buyers for a business. Some of the common techniques of online lead generation include:
Social Media Marketing
Article or Content Marketing
Search Engine Optimization (SEO)
Pay Per Click (PPC) Advertising
Online Video Marketing
Blogs, EBooks, Newsletters
Despite the ability of online advertising to generate leads, there are several small businesses which find it
difficult to acquire its wonderful benefits in its true sense. Generally, online lead generation challenges
refer to inefficient generation of potential contacts or customers. Keeping focus of discussion on small
businesses, a few common online lead generation challenges are explained below in the following section.

2. Key Online Lead Generation Challenges for Small
Businesses
Most online lead generation challenges are specific to the methods integrated in an online marketing
campaign which aim at attracting prospective readers and customers. However, there are several online
lead generation challenges which are generic in nature and commonly faced by small businesses.
1. The Myopic Content-Target Mismatch
This is one of the online lead generation challenges faced by small business owners when they miss the
bull’s eye. This means that the lead generation methods which they use do not cover areas or content
which are preferred by the target audience. On the other hand, these business owners develop techniques
which they deem appropriate or attractive for the target readers. In short, this is one of the online lead
generation challenges which are a result of an entrepreneurial miscalculation.
In order to generate productive leads, small business owners must synergize their offering with the needs
and wants of the target audience. This is only possible when you would stop imposing your ideas of
appealing content on the readers. Secondly, small businesses should exploit all possible resources to
gather insight on what their prospective customers are interested in.

3. Remember that this is one of the common online lead generation challenges which can result in fewer
leads and a larger number of disconcerted readers or viewers.
2. The Quantity & Quality Dilemma
When we speak of small businesses, it is important to consider the fewer number and types of resources
available to them. As a result, their marketing and promotion budgets are also limited in nature. However,
these facts are not the main online lead generation challenges for small business owners. The complex
issue is that of budget allocation on either quality or quantity of content. In addition to the content used
for lead generation, quality and quantity of the leads themselves is also a part of the online lead
generation challenges. Every small business, rightfully enough, aims at sufficient and large number of
leads. However, there are many instances when small businesses allow this aim to overshadow the
importance of and focus on quality of leads. This way, small businesses become unable to convert
generated leads into sales.
3. Follow Up Framework: The Small Business Weak Point
Among other complexities, following up on prospects seems to be one of the continuous online lead
generation challenges. As discussed earlier, issues with allocation of budget and resources can make it
daunting for small business owners to incorporate a systematic follow up system. However, the absence or
inefficiency of a follow up arrangement for online leads can be a costly blunder. While many small
business owners may argue that they always follow up on their leads, it is often overlooked that the
process should be as swift as under the span of 24 hours. For example, it is usually required to set up
automated systems for phone call returns, email auto-responders, etc. Although it is challenging and
costly to establish and implement a mechanism for speedy follow up on leads, it is an essential
requirement for the process of converting leads into sales.
4. Effective but Heavy on the Pocket
There are some successful lead generation techniques, like Pay Per Click Advertising (PPC), which are
becoming increasingly expensive for small businesses to afford. Incidentally, PPC is an effective

4. advertising tool to drive traffic to a website but then an amount is to be paid every time the advertisement
is clicked on. Apart from the expenses incurred through this form of advertising, it also brings another
type of online lead generation challenges in the picture. Basically, if a small business invests an ample
amount in PPC then it must also invest further on the quality of what it has to offer. If this is not done,
then the business would find a low or insufficient conversion rate in the generated leads.
5. Surviving Against Competition
Competitor practices also impose online lead generation challenges for many small businesses. One of the
reasons why this is among the list of main online lead generation challenges is the better financial
resources of some direct competitors. Secondly, technological inclination of competitors along with their
available resources further adds to the pressure faced by small businesses.
The objective is not to feel perplexed that on one hand, Internet Marketing is a beneficial tool for
attracting potential customers while it also involves a variety of online lead generation challenges for
small businesses. In fact, small business owners should understand the possible online lead generation
challenges so they are able to create a balanced approach towards their online advertising techniques,
response mechanism, track of conversion, and so on. The key to overcome online lead generation
challenges is to hit the spot with a balanced budget allocation as well as a balanced ratio between quality
and quantity of content and leads alike.