We create content and plan campaigns, analysing metrics such as impressions, likes, and a click-throughs and often forget about the end goal – generating new sales leads. The art of lead generation is essential to every business, brand or organisation. But, coming up with new and effective ways to attract and then convert new leads are tough. The quality of your lead determines how quickly profit is generated for your business – remember the goal isn’t the quantity of leads, it’s the quality.
So here’s some inspiration for you – my top 50 strategies to help you generate new sales leads.
Gated Content – This is premium content like white papers, e-books or software tools that are available for free if the user provides contact information such as name and email. Users willingly become a sales lead in exchange for the value of whatever your gated content is.
Guest blogging – Although Google doesn’t recognise guest blogging for the express purpose of link-building, it does have SEO benefits. Target popular websites and if they accept guest bloggers, then write for them! It’s a fantastic way to push your brand and appear as an authority.
Video marketing – Video content improves SEO and increases conversion rates. Use high-quality, informative videos and add calls to action to help you generate leads. Product explainer videos can generate leads at a rate of up to 33%.
Landing page optimisation – Try using targeted landing pages with an impressive call to action. A page that has been tested and optimised can generate many more leads than a standard web page.
Exit detection – An easy technique for generating B2B leads from your website. When you suspect a visitor is about to exit your website, give them a call-to-action. Be careful about being overly aggressive though and don’t show the CTA each time the visitor visits your website.
Re-target marketing – This works by placing a small pixel of code on your website that attaches a cookie to every user who visits the site. When they browse the web elsewhere, that cookie triggers your ads. This means only users who have already been to your site and left will see the ads.
Curate resources – Find well-researched and produced content to curate and present as a helpful resource e.g. 5 best podcasts for an entrepreneur or 10 Instagram accounts every IT business should follow. It can help you gain visibility and leads.
Offer fewer choices – Limit the amount of options a user has to explore through your website. Too overwhelming and it gives a greater chance that they will leave.
Create exceptional content – and make this content downloadable in exchange for the user’s email address.
Blog, blog, blog – Blogging is effective for generating leads. Keep a strong and consistent content calendars, be patient and your traffic will come! Remember that once you’ve built up the traffic to your blog, you need call to actions to convert.
Optimise your about us page – This is where people see who you are and what you’re about. It’s also a great place to have a call to action. By optimising your about page, you will be strengthening one of your main connection points for customers and you will help to boost your lead generation efforts massively.
The subscription-plus model – Want newsletter subscribers? Then offer them instant gratification by including a giveaway when they sign up.
Survey – Contests provide the perfect opportunity to survey your audience and learn more about them for future marketing efforts. There are plenty of fantastic websites out there to create fabulous forms in – try tools like Wufoo and
Your website’s ‘dead pages’ – Traffic doesn’t stop flowing to an event or promotion page as when you pass the expiration. Make sure latecomers can stay connected by updating those pages with a tool like LeadBoxer. Offer a consolation prize or provide the chance to get notified of future promotions.
Relevant calls to action – When your customers visit web forms or gated content make sure the calls to action are relevant for to them.
Live chat – Try this on your important product pages. Having a chat system in place to engage people on your site after a set amount of time can convert some of those potential drop-offs into clients. It’s like having a real-time sales person available whenever you need them.
Offer a demo or free trial – Try advertising a free taster sessions on your site – after several CTAs, lead to a landing page with the offer. It’s an effective way of overcoming the hurdle of scepticism and to show the power of your service rather than explaining it.
Facebook ads – These are a definitive way to get a great return on your marketing investment and gather high quality leads. Facebook has incredibly detailed targeting capabilities, great page placement and an opportunity for a variety of calls to action.
Google Pay Per Click – Google pay-per-click advertising can be an extremely cost-effective way to generate traffic to a landing page. Custom ads are set up to display when certain search queries are entered and you don’t pay until someone clicks, as the name suggests. Target keywords with high conversion intent to funnel highly qualified traffic to your site.
Influencers – Influencer marketing involves identifying key individuals who can deliver important content to your target audience. Build these relationships with the ultimate goal being authority in your corner when you need promotion.
Don’t mention spam – Tests show that it’s ok to reassure a potential customer about privacy in a sign-up form, but do not mention spam (e.g. ‘we will never spam you’) where sign-up conversion rates were substantially lower.
Identify strong leads on Twitter – Tools like Followerwonk helps you make the distinction between useful contacts that may become leads and others that are not worth your time. Filter them out to generate new customers.
Linkedin as a publishing platform – People join LinkedIn to showcase their career, work expertise, and find content and information to make their professional lives better. So businesses who target other businesses will naturally find a higher concentration of their target market on LinkedIn.
Pop-ups – As annoying as they are, pop-ups have been known to increase opt-in rates. If you do decide to try them remember to make the pop-up as attractive to your lead as possible and make it easy for them to exit it if they aren’t interested.
Slideshare traffic – Slideshare has more than 50 million monthly visitors and is a great way to generate leads. Post a presentation and link it to a landing page with a description and your profile. Referral traffic should then come your way.
Social listen on twitter – There is no other place to get this kind of real-time information of what people are currently interested in. It’s also a fantastic opportunity to engage with people who are mentioning your product or have a problem to solve.
Google+ communities – Google+ helps bring people with common interests together. Their communities offer opportunities to become an influencer and reach potential prospects to drive conversions.
Email signature – A good email signature with links to social media profiles can help your prospects easily find out more about your product. Make sure everyone you contact in the course of everyday business has the chance to learn more about what you offer.
Warm calling – Old School but effective! Try a call only after you have received a referral and if you do plan to call your prospects, do your research so you know who you are calling, what they are looking for and how you can help.
Event speaking – Speaking at a physical event gives you a position of authority and if the talk goes well, you are sure to find future prospects and connections.
Strategic partnerships – The key to finding and building partnerships is to find larger companies who need what you do, then build your product into theirs in return for your logo and product on their site. Once established, partnerships can drive great new leads for a long period of time.
Quiz – A simple, creative, and interactive way to earn your customer’s details through a quiz based on relevant subject matter.
Online learning – By offering potential prospects a valuable email-based course, you’re essentially providing them with free education – something that will prompt a great deal of customer leads. This technique works especially well for niche or particularly in-depth topics.
Start using Quora – Quora allows you to create a profile with links back to your site or landing page, so answering questions in a useful way gets you direct exposure to leads who are asking about your solution.
Host a how-to webinar – Huge numbers of people find video to be an ideal teacher of practical skills. If you have any DIY skills to teach that complement your business, capitalise on this by advertising a how-to webinar.
Host a Q&A – If you have specialised knowledge people want, let them opt in to ask you for it. The Q&A webinar is one of the easiest types of webinars to prepare for, and one of the most rewarding for attendees.
Provide real value – Even if you had nothing to sell or offer, this incentive should provide someone who joins real value. An easy test is if you removed all mentioned of your company/service/product from this incentive, would someone still find it useful?
Your business card – Do you frequently give out business cards to prospects? Help guide them toward the ideal destination by creating a landing page and printing the link on your cards.
Split test – Never underestimate how small tweaks to your site can affect if someone buys or gets in contact through your website. A different colour buy now button can increase the % of clicks.
Customer referrals – Leads generated through customer referrals are often very high-quality so think about how you turn your happy customers into promoters.
Plug your content marketing funnel –The middle of your funnel – between awareness and consideration – is where a lot of funnels fail. Use customer data to create segmented content so a lead sees more personalised content.
Industry forums – Try guest blogging on industry-relevant sites. In addition to helping small businesses build up their SEO through link-building, guest blogging can be an excellent lead-gen source with virtually no marketing budget.
Engage in with your sales team – Engage early with your sales teams and continuously seek their qualitative feedback, combining it with your own quantitative analysis to determine how you should adjust your targeting.
Use testimonials – These should be short and feature the name, the company and a photo of the person. Having all these elements makes the testimonial more credible and in turn makes your site more trustworthy.
The early adopter strategy – If you have a “coming soon” landing page, get more people to sign up for notifications by offering an exclusive discount on the to-be-launched product or service.
Use microsite audiences – A microsite is a brand-specific website that companies use to promote their individual products, events, or campaigns. They are information-laden sites, aimed at engaging as many users as possible.
Good conversations – Never rely only on one-directional communication such as website, blog posts, and videos. Try and have a real conversation with your prospects as often as possible.
Try a lead database – Use with caution! When using a database someone else has built, you can never be sure of its quality. If your business is new or you need a big bump to your lead volume, lead databases such as Wishpond or Futuresimple can provide that extra source of leads you need.
Be consistent! The most fundamental of these tips is to ensure there is one consistent message across all marketing channels—content, email campaigns, paid advertising, social media channels, and every page of your website. Unless you hit prospects with the same message over and over again, your value proposition will not stick – clarity of message is key.