6 Places Publishers Can Look For New Prospects

Yelp Results

Prospecting is about filling the top of the funnel with lots of names. It doesn't necessarily mean you need to call on every single person but it means you have an endless (or at least big enough) list of potential customers that you always have someone new to call. Who you choose to call next should be based on who you think is most likely to buy, but this list will provide you with 6 sources to find new leads and a couple tricks to give you a reason to reach out to them that isn't intrusive.

Competitors

Looking through your competitors publications and directories is a great source of leads. Those advertisers have already shown a willingness to buy advertising so they'll probably be better leads than most. Start with local newspapers, listen to local radio and make note of local TV spots. Then move on to the Yellow Pages and check the coupon mailers you receive at home. Also, make sure to subscribe to daily deal sites such as Groupon and Living Social.

Chamber or Economic Development Board Lists

There are many organizations that help local businesses but your local Chamber of Commerce or Economic Development Board make a great starting point for local leads. If you are a Chamber Member, many chambers will provide you with a list of local business that includes their email address. If you're not, you can try to barter by trading for a free banner ad or other advertisement (or you could just reciprocate and join the Chamber). The economic development board is another great source as are local historic or preservation groups that may focus on "downtown" areas.

Social Media

Social media is a great place to look for leads because it's free and inherently provides intelligence about their business which you can use to help close the sale. Start by searching for and following local businesses on Facebook, LinkedIn and Twitter and then monitor your feeds. This will give you tremendous insight into their business and may also give you the perfect time to jump into the conversation with expert advice. That way, when you call or walk into the store to give your pitch you've already established rapport with them.

Business Filings and Town Reports

New businesses start up all the time and most new business owners are eager to get the word out so make sure to get on all your town hall mailing lists and keep an eye on business filings so you can be the first one in the door (even before it opens).  You could also just drive around looking for new construction but this is much easier!

Referrals

What would a list of lead sources be without mentioning referrals. Word of mouth is still one of the most powerful ways to prospect. Simply ask your existing advertisers if they know anyone who might benefit from what you do and then ask them to make a quick email introduction. This also gives you a good reason just to check in and see how your existing advertisers are doing. Two birds...one stone! You can also ask them to leave a review so you can refer to it on future prospecting calls without having to bother them again.

Search Online

Out of all the methods already discussed, this one probably will take the most time just because you will have to track down the contact info but it's still a good source of new leads. Start with a simple Google search, something like "coffee shops in..." then check out Yelp, Merchant Circle and other industry specific directories such as Health Profs.  In fact this is a great opportunity to add these business to your own directory. That way you have a reason to call them (i.e., we just added your directory and wanted to make sure we had the most up to date info and are doing everything we can to promote it for you). You'll be amazed how quickly you'll build rapport by helping them with this simple task.

What is your favorite source for new leads? Pay it forward by leaving a comment...