Is Lead Funnel Obsession Bad for Your Business

client generation system

Jump on over to Facebook some time today, and there’s a pretty good chance you’ll encounter an ad for the hottest Internet Marketing fad going – online lead funnels.

If you’re a business owner or marketer trying to grow your business I can pretty much guarantee you’ve seen this pitch – maybe you’ve even purchased a course or webinar promising to teach you how to make it rain leads – no matter what business you are in.

The graphics promoting these magic solutions often contain numerous boxes and arrows and combat themed phrases like trip wires and lead magnets all designed to help you attract, sort, segment, score, and manipulate your prospects into submission – oh, and did I mention you can do this from the beach?

Now, I’m not opposed to generating lots of leads, but here’s the problem with this fad. You don’t want leads; you want customers. Most businesses aren’t trying to fill a course or sell an info product. Most businesses just need a handful of the right new clients on a steady basis.

So, falling hypnotically in love with an autopilot lead funnel consisting of 437 simple steps just might not be the right approach at all. Oh, it sounds enticing, and, what the heck, everyone’s doing it, but just stop and think about all of this for a minute.

What you need is a client generation system.

I work with a lot of independent marketing consultants and most them simply want to work with about ten of the right clients at any given time.

So let’s do some math. Let’s say you have four clients right now, and you would like to get six more. The typical consultant acquires new client by attracting a lead that wants to meet and learn about how you might help them. Let’s say one in four of those meetings turns into a client. (That’s terribly low for the approach we teach, but I’ll use it be conservative.)

With the math above it will take you 24 sales meetings to get the additional six clients needed to fill your practice and meet your revenue objectives. So, in building a lead generation and conversion system there are two primary questions.

What does it take to get a consistent flow of appointments and how can you convert more appointments to clients. Build a system that does that, and you won’t need to worry about all of the lever pulling elements and moving parts in most lead funnels today.

If you need six clients, build a system that gets you in front of 10-12 qualified prospects, and you’ll land six clients in a matter of weeks, it’s that simple.

Below you’ll find the ten steps involved in creating a customer generation system for your consulting business.

Set a goal for meetings

The very first step is to determine your revenue goal for the year and go backwards to determine how many clients you need to reach that goal. Then break it down to determine how many meetings, proposals, and pitches you need to make to hit that goal.


Goal – $250,000 in revenue in 12 months means that if you sell a $500, $3000, or $5,000 service, you will need either 42, 7, or 4 clients respectively to reach that goal.

$500               $3000                        $5000

X 42 clients    X 7 clients                  X 4

X 12 months X 12 month                X 12 months

From this point, you simply need to factor how many appointments it will take to land one new client, and you’ll have your primary metric – X meeting per month. (You may not know how many meetings, but it’s a number you need to watch and reduce as much as possible – lowering this number is the key to success.)

Narrowly define your ideal client

Of course, it’s my hope that you have a pretty good idea of who makes an ideal client for your business but if not keep this in mind. At first target the group you can help the most, the fastest. The reason I advise focusing on this group is that you’ll probably be able to demonstrate how you can help them easily and by getting quick results, build some raving fans.

For example, as a marketing consultant, I can use a set of tools that can show me how badly a business needs marketing help. It’s a matter of auditing their online presence and matching it with a few other bits of data such as industry and even local reputation or groups they might belong to.

Create a Lead Generation System that turns leads into consulting clients.

Learn the exact simple steps you must take to generate the right leads AND turn those leads into consulting clients.

Lead Generation System

Create one workhorse piece of content

Now it’s time to create a valuable piece of content that will resonate with your target audience. Most likely this will come out in the form of a blog post.

You may have some ideas about the kind of content that will attract your target audience if you want to make sure this one piece of content is the workhorse you need for your system, spend some time researching the questions and problems your target audience experiences the most.

You can start with a tool such as to identify the most frequently asked questions around a subject. Then move to a forum search by typing forum+your keyword topic (this can be an industry, i.e., forum+chiropractor), and you’ll find forums where your target audience hangs out to ask questions and get advice. The data from both of these sources may prove invaluable as you search for hot topics for your blog post.

Finally, when you think you have a couple of solid ideas, take your topics to BuzzSumo, and you’ll discover a list of the most shared content for each theme. You can often use this information to determine a very hot topic and ideas for how you could create an even hotter post on the topic.

Build or buy a list of ideal clients

Once you know who you want to target you can usually buy or rent a list based on demographics and location if you don’t already have a list you’ve collected. You could also append this list with some other elements such as members of an association or community group if want to refine it further. If properly targeted this list doesn’t have to be very large either.

Use this list to build a custom Facebook audience and further create an expanded lookalike audience to increase the number of potential targeted prospects.

Advertise the content and upgrade

Now that you have an audience ready to target you can create Facebook ads driving people to your workhorse piece of content. In fact, if you don’t even want to go to the trouble of creating ads you can simply point to your blog post in a status update and “boost” your post to the custom or lookalike audience you created.

This means the post will show in your timeline and show up as sponsored post in the timelines of those you’ve targeted. It’s standard practice for any content, but make sure your post has a large image that pertains to the topic. This will help it stand out.

The key to making this kind of promotion work as the first step in customer generation is to add what is called a “content upgrade” to the post.

A content upgrade is simply an offer for related, but perhaps a different form of, content made inside the blog post that entices those that visit to exchange an email address to receive the upgraded version of the content as well.

The reason this is such an effective form of list building is that the person responded to your ad in the first place because the specific topic appealed to them. Once they visited and found the content was solid they are much more inclined to trust you to deliver something even greater.

Your content upgrade can be in the form of a checklist, ebook, or even a video. As you can see this post has a form of content upgrade offer above, but in this case, I’m not asking for any sign-up. Your content upgrade should come with an ask for an email address so that you can respond with more information.

We use the Thrive Leads plugin to create all of our content upgrade and subscriber boxes in our content.

Offer value to those who respond

Once someone responds to your content upgrade offer, simply reach out and offer to provide a valuable service for no charge as a way to demonstrate how great it might be to work with you.

For example, as a marketing consultant, I might use a few tools to run an audit on their online presence and quickly show them a few glaring weaknesses or places where a competitor has apparently invested and is benefitting.

I could even spin up a nice looking report and offer to simply mail this to them with a further offer to sit down with them and go over a plan of action for improving their current marketing situation.

If you’ve targeted and educated your prospect in this manner, then you are no longer creating demand and selling your harvesting demand and teaching.

An example offer might go something like this:

“would you like me to show you why your competitors outrank you and what you can do about it?” –  I’m happy to show you free ranking factors and create a custom plan for you – no cost or obligation.”

Qualify and set appointments

As you deliver value and move to an appointment, you want to make sure that your prospect is fully qualified to move forward with what you are going to propose.

We use a series of “Discovery” forms that help us understand the prospect’s objectives, goals, and potential challenges. This tool not only helps us learn more so we can deliver more, but it also places a hurdle that might not be approached and scaled by someone that’s not serious.

You can do a lot of free consulting if you don’t target and educate properly.

This doesn’t mean you only help those who are ready to buy; it means you only expend the precious time and specific knowledge you have with those who need and appreciate what you have to offer.

As part of this discussion I might add something like:

“Let me warn you,  I can’t help everyone – I can only help people who already have a solid service/product, are looking to increase their online presence and are willing to work hard at getting a return on what I ask them to do.”

Do the research and deliver the value

Once you’ve established a need and qualified for fit, do the research required to over deliver on what you promised as you set the appointment.

Run your reports on their online presence, use one of the many research tools to teach them about trends in their industry, give them a full rundown on their competitors, and map out the priority initiatives you see them needing to address right now.

For me there are two very significant ways to help our clients get more business immediately – increase the number of leads they are converting and do more business with existing customers.

These are the two areas I’ll address to show them how they could get more business now as we go to work on building a steady stream of new leads and clients.

Close the deal

Now you’ve done the research, and so you assume you have all the answers and the entire plan and you’re simply going to “show up and throw up” as I’ve heard more than one sales trainer describe it.

The key to engagement in this form of lead harvesting is to help the prospect tell you in their words what’s wrong and what not fixing it is costing them. Get them to dream a bit about where they want to go and what they think it might take to get there before you prescribe anything.

Once you have them engaged in their story, you can start to talk about quick wins they could they could realize if they did one or more of the things you have in your plan – remember now it’s solely based on what they are telling you.

Then you can stretch and talk about more things that could be done long term to get the solid gains over time. This near-term vs. long-term vision is important to help your prospect see the road ahead and how they get both immediate and lasting change from working with you.

If done properly you simply need to ask them if they would like to achieve these kinds of gains from working with you.

While there are a few things you need to get in place initially and few moving parts you’ll want to test and tweak as you go, a customer generating system doesn’t have to be that complex, it simply needs to be based on your overall growth needs and goals.

5 Ways to Organize Email Marketing to Achieve Higher ROI

5 Ways to Organize Email Marketing To Achieve Higher ROI - Duct Tape MarketingI like to say that email marketing is like a headed cabbage. It might seem like a simple concept, but it has many layers.

In fact, the deeper you go into the email rabbit hole, the more you realize that there are more things you need to pay attention to and optimize than you had thought.

Before you know it, you can get overwhelmed with ESP features, analytical metrics, and dozens of option forms. This can result in a disease that I call email confusion; companies that suffer from it show symptoms such as low open rate, low click-through rate, and unengaged subscribers.

Luckily, there is a very effective cure for that. If you organize your email marketing effectively, you’ll see the results right away: improved open rates, engaged subscribers, better conversion rate and higher ROI.

In this post, I’m going to share 5 things you can do to organize your email marketing. There is a special bonus for overachievers at the end of the post, so be sure to check it out.


Segmentation is the cornerstone of email marketing because it informs smarter campaigns. By grouping your subscribers based on a set of characteristics, or triggers, you ensure that you send relevant information to a highly targeted audience.

Many email service providers (ESPs) let you tag each subscriber based on the actions they performed, such as buying your product, visiting sales page, or dropping out of the webinar half-way.

To make sure you have good data on hand to segment your subscribers, make sure you set up tagging for every kind of event that’s relevant for your business.

Even if your ESP doesn’t allow tagging, there is a number of ways you can segment your list simply based on campaign activity. Look at the following groups and see how you can serve them differently:

  • subscribers who open most of your emails but don’t click
  • subscribers who click but don’t convert (send them a new campaign with more reasons to purchase your product)
  • subscribers who didn’t open the last email (if it was an important email, re-send it with a new subject line)
  • subscribers who have consistently replied to your emails (they are your biggest fans, so treat them accordingly)


If you’ve been building your email list for a while, you probably have dozens of opt-in forms floating around your website, landing pages, and affiliate web properties.

Many of them probably use similar language or offer the same opt-in freebies.

If you don’t keep those forms organized, you might end up doing double work and wasting time that could be better spent on email analytics or A/B tests.

A big step towards organizing your opt-ins is creating them in one platform, whether that’s your ESP or another tool, such as LeadPages.

Being able to look at a single page with a list of all opt-in forms you own will allow you to save time on creating new ones, analyze and compare their performance and reuse the most effective ones.


You need to have a thought-out strategy and schedule for your email marketing so that the emails you send feel like a coordinated campaign (vs. a series of one-off messages).

While developing a content calendar takes time, it will save you more time down the road, because your marketing team won’t have to go through the same strategizing process for each of the emails they send.

Here are a few details to include in your email planner (you can download an Excel template for this planner at the end of the post):

  1. Email send date.
  2. Email topic.
  3. Owner. (Who on your team is crafting this email?)
  4. Subject line.
  5. Goal. (Examples: lead generation, purchase, event signups, etc)
  6. Target segment / persona.
  7. Send list.


A/B testing is one of the most powerful tactics you can use for developing best-performing email campaigns. You can learn powerful insights about your audience and rely on hard data (instead of your gut) when crafting your next email campaign.

However, the bigger your team is and the more tests you run, the easier it is to get lost in results if you don’t keep them organized.

This is why you need to keep a ledger with all tests that you’re running. If you’re using a tool that helps you organize this — great! If you’re not ready to invest in a tool yet, build out an Excel spreadsheet with the following columns:

  • Test start and end date
  • Hypothesis
  • Success metrics
  • Confidence level
  • Key takeaways

If you want to download a pre-made testing ledger template, there is a link at the end of this post.


Finally, any email marketing manager should always keep a pulse on what other players are doing with email. Which means… they need to subscribe to dozens of newsletters and regularly check them.

I can immediately see this becoming an inbox nightmare very quickly.

Here are a few steps you can take to keep spying on others’ email marketing efforts and keep that business tidy:

  • Create filters in Gmail that would sort different newsletters in respective labeled “folders” (make sure to check off “Skip the inbox” so that these messages don’t distract you in your main inbox)
  • Schedule an hour every week where you go through all newsletters to check for cool campaign and design ideas and examples of excellent copywriting
  • Export the best examples to a shared Evernote folder


Keeping email marketing organized pays off in many ways, the most important one of which is higher return on your investment.

To help you organize your efforts well, I prepared an Excel template that you can use to plan your emails, build an effective email strategy and keep track of all experimentation you’re doing.

It’s completely free, and you can download it right here.5 Ways to Organize Email Marketing To Achieve Higher ROI - Duct Tape Marketing

I’d love to hear how YOU are organizing your email marketing: the tools, the tricks, the smart hacks — please share them in the comments!

Kasey LuckKasey Luck runs Bold & Zesty, a free newsletter about email marketing & productivity. Previously she did marketing at the most active venture fund in the world, 500 Startups, where she grew email list by 25,000 subscribers in 1 year. Connect with Kasey here.

3 Landing Page Blunders That Can Kill Your Conversions

3 Landing Page Blunders That Can Kill Your Conversions - Duct Tape MarketingCan you hear it?

Bounce, bounce, bounce.

No, that’s not the distant sound of the discotheque down the street. That’s the sound of visitors leaving your landing page. Visitors you’ll never see again.

Something on your landing page is throwing your visitors off and making them turn around.

Your landing page may be hiding a conversion killer.

Can you sleep peacefully, knowing that you might be driving potential customers away?

Let’s put those fears to rest today. Let me show you how to find those conversion killers and turn them into conversion boosters!

Designed (not) to Convert

Your landing page is one of the most important pages on your site. It’s where a majority of your leads and sales will come from.

As a result, if you make a mistake designing your landing page the effect is much more detrimental to your business than if you made the same mistake elsewhere.

At Thrive Themes, we’re all about conversions. In a recent case study, we asked our audience to send us their landing pages for review and optimization. Entries came in all shapes and sizes, but a few specific and fundamental mistakes kept cropping up over and over again.

Conversion Killer 1 – Why Should I Care About Your Offer?

 Harvard Business School professor Theodore Levitt: “People don’t want to buy a quarter-inch drill, they want to buy a quarter-inch hole!”

One of the biggest mistakes you can make designing your landing page is to focus entirely on describing your product or offer.

Feature: What is it?

3 Landing Page Blunders That Can Kill Your Conversions - Duct Tape Marketing

When your reader first finds your content, they’re not interested in a detailed description of your offer. All they want to know is why they should stay. That’s why your landing page must illustrate the benefit of your offer.

Presenting the DTM podcast in a very blunt, feature-oriented fashion. Doesn’t sound too interesting, does it?

Benefit-oriented: Why should you care?

3 Landing Page Blunders That Can Kill Your Conversions - Duct Tape Marketing

Here’s the same podcast, presented in a different light. Suddenly you feel engaged as if part of a story.

These examples are, of course, deliberately exaggerated. Everyone who does marketing stuff has heard of features vs. benefits, and most of us think we’re doing it right. What we’ve found is that a lot of people still make this mistake, even if to a lesser degree.

In other words: Just because you’ve heard of emphasizing benefits over features doesn’t mean you aren’t making this mistake right now.

How do you fix it?

  • Think about the questions “Why should I care” and “What is it.” With this in mind, read every paragraph and line of your landing page.
  • Make sure every line is an answer to “Why should I care.”

Conversion killer 2: Drowning Your Conversion Goal in Distractions

Have you ever landed on a page looking like this:

3 Landing Page Blunders That Can Kill Your Conversions - Duct Tape Marketing

See how many objects stand out on the page? You don’t know where to click. So many bright objects demanding your attention that you’ll be forced to click yourself out of there before decision paralysis kicks in.

Your navigation bar, your social share buttons, and your popular content links are great elements to have on your homepage or blog page. Visitors to these pages are generally the ones who have already decided to stay and look at your content more closely.

New visitors, though, they might not know who you are or what you can offer them. Your new visitor needs one single benefit to give them a reason to stay and subscribe.

3 Landing Page Blunders That Can Kill Your Conversions - Duct Tape Marketing

That’s why we design a landing page leading the visitor toward a single goal, usually a subscribe button or buy-button.

How do you fix it?

  • Design your page with only one attractive element, brightly colored to contrast with the rest of the content.
  • Remove any other distractions. Anything that isn’t explicitly helping your conversion goal needs to go.

Conversion killer 3: Failing to Keep the Scent

Your sales funnel isn’t so much a collection of different elements linked together, but a solid pipeline with a single thought and purpose.

If you’re designing your ads or writing your guest posts separately from your landing pages, it might lead to a disconnect in your funnel.

3 Landing Page Blunders That Can Kill Your Conversions - Duct Tape Marketing

Logistical disconnect:

Your ad promotes one specific offer with a specific benefit but links to your homepage. Your visitor needs to click through your navigation or look through several other offers to find the correct one. At that point, they’ll feel quite confused.

Disconnect in look and feel:

Your ad is bright and colorful but leads to a landing page that’s dull and clinical. Your visitor feels they ended up in the wrong place.

Value proposition disconnect:

Your promotional ad says “Get Your Free Business Coaching Session!”, but leads to a landing page with a business coaching video. Great video, but your visitor might feel lost after expecting to sign up for a live coaching session.

These sorts of things make your visitor think “Hang on, am I supposed to be here?” When you look at this from a visitor’s perspective, the problem is obvious. But how can you design your pages so that they surely keep the scent?

How do you fix it?

  • Run through your own sales funnel. For every step, try looking at it from the perspective of someone who knows absolutely nothing about your website or business.

Pro Tip: If you feel unsure about a part of your funnel, you can pinpoint the problem with tools like Hotjar. Surveys and heat mapping can be the key to reading your visitor’s mind.

Silence the Bounce and Boost Your Conversion

If you found yourself guilty of the above mishaps, you know what you need to start changing to bring in results.

Remember to measure results before and after every change you make, so you know what’s working and what’s not.

Let’s be honest, though. Going back to eliminate conversion killers can be exhausting. It’s much easier to design the page from the ground up with no such flaws. Check out how you can do it with our free RAPID landing page course!

Silence the bounce. Sleep like a baby, knowing that your leads are safely clicking through, as they should.

Jay PitkänenJay Pitkänen is passionate about copywriting, inbound marketing and turning marketing jargon into something humans can understand. When he isn’t waxing lyrical about conversion optimization on the Thrive Themes blog, you can find him roaming the streets of major European cities looking for business opportunities.

15 Cause Marketing Ideas to Supercharge Your Referral Marketing Efforts


It’s no secret that gaining new customers by way of referral is one of the most cost-effective ways to grow a business. Not only is it cheaper to acquire new customers this way than through advertising or other methods, but referred customers also tend to be a better fit for your style of doing business. However, beyond simply asking their customers for referrals or offering financial incentives to customers who give referrals, many local businesses are at a loss as to how to get more referrals.

One less utilized but potentially very effective method for getting people to talk about your business and refer new customers to you is cause marketing. Cause marketing is any type of marketing that involves the cooperative efforts of a for-profit business and a non-profit organization for their mutual benefit. More and more local businesses are jumping on the cause marketing bandwagon, and for good reason. Consider the following:

  • 87% of consumers say they would switch from one brand to another if the other brand were associated with a good cause, according to Cone Cause Evolution.
  • 72% of Americans want their employers to do more to support a cause or social issue.
  • A whopping 93% of Americans say that it is important for their employers to give them opportunities to become involved in social issues
  • 95% of college students say they are less likely to ignore an ad that promotes a company’s partnership with a cause

In short, if done correctly cause marketing can be a great way to not only make your customers more loyal to your brand and get more referrals, but also give your employees opportunities for personal growth and development. This will reduce employee turnover and help you attract higher-quality employees, which will allow you to deliver higher-quality service (which of course leads to more referrals).

How to make cause marketing effective

In order for your cause marketing efforts to be the most effective, it’s important that you partner with the right non-profit organization. Here’s a few tips to help you decide what organization to partner with:

  • For local businesses, it’s probably best to partner with a non-profit that is active in supporting the local community, vs one that has an international focus.
  • Avoid politically charged causes or organizations, unless you are ok with alienating 50% of the population.
  • If possible, pick an organization related to your industry, your products, or your services. For example, a lawn care company might decide to partner with their local parks department.
  • Get input from your customers and employees about what organizations they would like to support or already do support.
  • Make it clear to the organization that you are interested in a partnership for your mutual benefit, not simply a one-way deal where they benefit and you don’t get anything in return.

Once you decide which organization to partner with, brainstorm ideas about how you can get both your employees and your customers involved. Simply donating money every moth to a non-profit will certainly benefit the non-profit, but probably won’t do a whole lot to boost your referrals or increase loyalty to your brand. However, with a little bit of creativity, you can really make your cause marketing efforts much more effective. Here are 15 ideas about how local businesses can use cause marketing to grow their business, along with suggestions about what types of businesses might benefit the most from each idea:

  1. Sponsor a Habitat for Humanity build (contractors, tradespeople, real estate professionals)

Get your employees and customers to sign up to volunteer together at a Habitat for Humanity build site for a day. Offer customers who bring a friend with them who is not a customer a coupon or discount on your products or services.


  1. Host or sponsor an event for Big Brothers Big Sisters (restaurants, event venues, movie theaters, entertainment venues)

Invite your local chapter of Big Brothers Big Sisters to hold an event at your facility, either for free or for a drastically reduced price. Hand out coupons to those who attend that can be redeemed at a later date.


  1. Volunteer at the Humane Society (veterinarian, dog groomer, kennel, pet store)

Offer your employees paid time off to volunteer at the local Humane Society, where they’ll interact with other volunteers who are not your customers. Offer discounts to people who volunteer as an incentive to become your customers (this strategy could be used with any organization that uses volunteers).


  1. Sponsor a water stop in a running race (fitness clubs, personal trainers, fitness clothing retailers, health food store, outdoor recreation businesses).

Get your employees to volunteer to hand out water to people running the race. Offer discounts to your customers who register for the race and give them stacks of coupons to hand out to other participants.


  1. Support your local Meals on Wheels chapter (restaurants, catering companies, any business with a fleet of vehicles, car dealers, auto repair shops, home health care businesses, doctors, medical or long term care insurance providers).

Incentivize your employees to volunteer to deliver meals, and offer discounts to customers who deliver meals. Give your employees who volunteer branded magnets to put on their personal vehicles while they are delivering meals.


  1. Collect donations for Goodwill (retail shops with high volumes of foot traffic)

Put a collection box for your local Goodwill Store in your location, and offer people who come in to drop off a donation a discount or coupon.


  1. Help support your local Habitat for Humanity ReStore (moving companies, realtors, water and damage restoration contractors, remodeling contractors, home builders)

Help facilitate donations of used furniture and building supplies to your local ReStore, and encourage your employees to volunteer there. Give the ReStore coupons or flyers promoting your services to hand out to people who shop there.


  1. Support a local theater, symphony orchestra, or performing arts venue (CPAs, financial planners, insurance agents, realtors).

Volunteer and encourage your employees to volunteer at the venue in question. Give your best clients tickets to events at the venue as a thank-you.

  1. Support a local medical clinic or health wagon (medical professionals, insurance agents, attorneys, counselors)

Volunteer your time or professional expertise. Match donations made by your clients to the organization in question. Ask the organization to give you free advertising space in their newsletter.


  1. Support your local zoo (veterinarian, pet store, kennel, entertainment venues)

Offer discounts to people who support the zoo via donations or volunteering time. Put a “donate” button on your website that links to the zoo’s website. Encourage your employees and customers to volunteer at the zoo.


  1. Partner with a museum (financial services professionals, attorneys, B2B service companies)

Sponsor events at the museum or volunteer at the museum. Purchase tickets to give to your customers as a thank-you.


  1. Support your local volunteer fire department (restaurants, entertainment venues, golf courses, event venues)

Offer to donate a certain percentage of proceeds from an event at your business to the fire department. Get the fire department to help promote the event to their mailing list.


  1. Volunteer or support your local library (hobby shops, coffee shops, movie theaters, entertainment venues, pediatricians, dentists, health clubs)

Collect books to donate to the library, or offer to sponsor educational events at the library. Sponsor the summer reading program in exchange for the opportunity to advertise on materials promoting the program.


  1. Participate in a clean-up day at a local park (lawn care companies, outdoor recreation retailers, landscaping contractors).

Get your customers and employees to volunteer together to clean up a local park. Offer coupons to anyone who participates in the event or who just happens to come by the park that day.


  1. Be a booster for a local high school sports team or marching band (any business that caters to families with school-age children).

Help financially support a local high school sports team or music program, and show up to volunteer at their events. Be careful with this one, though—high school sports rivalries can get pretty intense, and you may lose some customers who are fans of a rival team.


Hopefully, something on the list above gave you an idea about how you can use cause marketing to grow your business. Perhaps you have already used one of these ideas or something similar and have benefited as a result. If so, please share your experience by leaving a comment below so other readers can be inspired by your example.


About Kevin Jordan

Kevin JordanKevin Jordan is a small business marketing consultant and member of the Duct Tape Marketing Consultant Network. He’s also co-author of the award-winning book The Small Business Owner’s Guide to Local Lead Generation and the host of the top-rated video podcast The Small Business Marketing Minute Show. You can connect with Kevin on Twitter @RMCVirginia.