Lead Generation Strategies (With Definitions and Tips)

By Indeed Editorial Team

Published June 10, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

The goal of many companies is to attract and retain a customer base that supports the business' overall mission and vision. This process, known as generating leads, can boost brand awareness, develop more interest in a company's products or services, and support its overall success. Understanding lead generation strategies can help businesses hit their sales targets. In this article, we define lead generation strategies, discuss why it's important to generate leads, list ways to achieve this, and offer tips to help support sales goals.

What are lead generation strategies?

Lead generation strategies are a company's plan of action to attract and retain a customer base and turn their interest into sales leads. A lead is someone who demonstrates an interest in a company's products or services and engages with the business by providing them with their contact information. For example, a customer who views a business' website and then subscribes to their newsletter may be a lead. Another example is a consumer who adds their contact details to a sign-up sheet at an in-person event.

Lead generation, also known as lead gen, is a company's process of filling its sales funnel with leads. Once a company has access to a customer's contact information, they can consider them as a lead. Companies can generate leads by using intentional strategies that encourage potential customers to provide their details. They can then use this information to pursue further targeted marketing strategies and potentially turn each lead into a sale.

Related: How to Develop a Strategic Business Development Plan

Why is it important to generate leads?

Generating leads is important because it can help a company bring in more traffic from other quality customers. This may boost the number of potential customers that sales employees can contact regarding marketing initiatives and campaigns. When a business can make more sales, its revenue and profits can also increase. It's a process that can establish future customer retention and build trust and credibility for a business. Additional reasons why it's important to generate leads include:

  • Gain more high-quality customers

  • Increase brand awareness

  • Generate more business opportunities

  • Increase profitability

  • Expand the market

  • Gather more positive customer reviews

Related: What is Corporate Development? (Types and Strategies)

Strategies to gain leads

Here are some strategies that can be used to support your lead generation efforts:

Develop a strong newsletter or blog

Creating promotional content about a company's products or services and targeting it to potential customers can turn internet users into potential sales leads. If a lead enjoys and trusts a newsletter or blog article, they may be more likely to trust the company's products or services and seek opportunities to learn more. Besides compelling online content, a strong call to action, such as an e-mail sign up, can also help generate confirmed sales leads.

Selectively unlock content

Successful sales employees often provide their customers with exclusive content after they provide their contact information. This method can build users' trust in the content and brand. It's also important to monitor the frequency and quality of campaigns to keep consumers engaged and prevent them from experiencing e-mail fatigue.

Leverage automated dialogue

Developing a high-quality automated dialogue feature to answer customer inquiries can help convert prospective customers into leads. This approach can be used to obtain contact information for marketing follow-ups. Automated dialogue, also known as a chatbot, is a tool that can help provide personalized service to potential customers. This can also lower staffing costs. Careful analysis can help determine whether this tool may work for a particular organization.

Related: Common Corporate Buzzwords (With Definitions of Each)

Offer a discount

Sales employees may offer promotional codes and discounts after an interested customer provides their contact information, which is typically an e-mail address. Compelling offers can often be an incentive for interested individuals to take action. This may also help transform leads into loyal customers if they're pleased with their purchase or reward.

Provide free trials

Offering potential customers a free trial can help generate leads because the user typically provides their contact details to access the deal. Free trials can also build a company's customer base by helping prove that their product or service is of high quality and value to the user.

Test effectively

To ensure potential customers receive the information they require, it's important for businesses to test their website designs and copy regularly. This also helps the business build trust with consumers. Split testing, or A/B testing, can be a particularly useful way to support lead generation because it uses iteration to find the most effective words, images, and layouts to use on a company's website.

Develop a strong social media presence

Many internet users spend a significant amount of time on various social media platforms, and the information acquired from these sites can be used to help generate sales leads. Building a strong social media presence and targeting the right demographics on those platforms may encourage interested individuals to take further action toward an eventual purchase. When using this strategy, businesses can also consider which platforms are best suited to their brand.

Consider promoting content

Many online platforms allow businesses and organizations to promote their content online for a fee. As more people view the content, they may also follow the account, leading to an increase in sales and potential leads. It's important to consider how much promotions cost in relation to the number of customers gained.

Design appealing visuals

Visually attractive websites and social media posts can help generate leads by engaging more users and building brand credibility. Some companies hire social media and web professionals internally or contract with external design firms to enhance their site's visual appeal. It's important to consider details such as colours and fonts.

Related: Essential Differences between Sales vs. Business Development

Master SEO keywords

Strategically leveraging keywords for search engine optimization can help a company appear higher in the online search results for a particular term. Better rankings can make it more likely for users to click on the page and access the business' content. This strategy can help support lead generation if potential customers take further action on that page, such as providing contact details.

Revisit prior contacts

Getting in touch with previous contacts, whether or not they've already made a purchase with the company, can be another good way to generate leads. This is especially true if employees can provide added value, such as a new product that may interest users. Customers may be able to trust a company that's consistent and targeted to them.

Encourage referrals

Word-of-mouth and formal referral programs can support lead generation, especially if they require contact information or another form of action to receive a specific benefit. For example, incentivizing referrals by providing a coupon or bonus can help a company build its e-mail list. This can eventually lead to more sales.

Host an event

Personal networking events can help generate leads by motivating potential customers to take action. For example, a company hosting an annual celebration at a retailer can generate leads by asking visitors to provide their contact details for a prize draw or another form of incentive.

Related: Marketing vs. Sales (With Definitions and Differences)

Review and optimize the website

It's important for a company to frequently review and optimize its website according to user feedback. This can help bolster lead generation, especially when the site is modified to match users' preferred online experience. Trends change constantly, and so do internet users' preferences and needs. Conducting regular reviews can help a company's online presence stay relevant and engaging.

Tips to help support sales goals

It's important for employees' methods to align with the company's vision and mission statements. Sales and marketing teams within the business can collaborate to eliminate any questions or concerns that potential customers may have about the products or services. Teams can then develop content for the company based on customer engagement to generate more leads. Here are some tips to consider for generating leads:

  • Stay positive: Lead generation involves multiple stages, so it's important to engage team members in this complex process to reduce stress. Involving all the sales teams in the strategy can help a business find the most effective lead generation strategies.

  • Measure the successes: You may consider using SMART goals, also known as objectives that are specific, measurable, attainable, relevant, and time-based, to measure the success in generating leads.

  • Analyze the results: It's important to analyze the quantity and type of leads that a company generates with their relative success in converting to sales and adjust marketing strategies accordingly.

  • Reflect and review: It's beneficial to reflect on the lead generation strategies and review the results with the sales team so that the company can make changes accordingly.

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