10 Effective Strategies for Generating Leads in Marketing

By Indeed Editorial Team

Published May 16, 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.

Leads in marketing are essential to the growth of most businesses. Marketing teams use various methods to generate these leads, but 10 specific strategies are the most popular among marketers. Understanding these strategies can help you generate more lucrative leads and become more effective in your role. In this article, we define what marketing leads are, explore strategies for generating effective marketing leads, and discuss why lead generation is important in marketing.

What are leads in marketing?

A lead is typically an individual who already wants a company's products or services, while gaining leads in marketing is a technique that requires a company's marketing team to discover potential customers. Generation of leads is usually the first step in focusing the attention of prospective customers on the company's products and services. It can help targeted consumers locate the company salespeople and company information to learn more about the products and services.

The generation of marketing leads enables companies and salespeople to better understand customer needs, allowing them to tailor marketing messages and demonstrate that the company has the best products and services to match customer requirements. Leads can come through social media posts, live events, and personal recommendations.

Read more: A Guide to Marketing as a Career

10 strategies for generating marketing leads

Finding marketing leads is vital to growing a business, and certain techniques can help you generate leads more effectively. Well-researched lead generation processes can make it easier for prospective consumers to find information about the company's products and services. The most effective techniques usually turn prospects into customers at a minimal cost. Having a business lead strategy can help a company find its dedicated consumer base. Here are 10 strategies you can use to generate marketing leads:

1. Use search engine optimization (SEO)

SEO can help improve the chances that your target audience quickly finds the company's products and services when they search online. You can start by doing keyword research to discover phrases that the target audience uses when searching for your offering. Once you've identified your keywords, you can include them in your content according to SEO best practices. You might also want to use an SEO company to generate consistent marketing leads.

Read more: How to Become an SEO Expert (With Salary and Job Outlook)

2. Get referrals and solicit for reviews

Getting referrals for the company's products is one of the oldest strategies for generating leads. You can ask current customers to share their experiences with their friends and colleagues who might be interested in your products or services. Consider asking customers to write testimonials and positive reviews on the company's website. The marketing team can also add a discount for every referral. This strategy is effective and inexpensive, as the customers do most of the work.

3. Offer free products or services

Offering free products or services that are helpful to prospective consumers without eliminating their desire to make a purchase is a strategic lead generation technique. For example, by finding market gaps and collecting information about the market need, you can educate customers about how your offering can benefit them and provide a sample. This can help them realize the benefits of your offering and make a purchase once they have benefited from a small amount of it.

Related: What Are Marketing Activities (Plus Types and Examples)

4. Try networking

Attending networking events that connect with other people in the industry can expand your reach and help generate leads for the company. For example, you might meet an influencer who agrees to have an interview with you. This can record this and upload it on the company's website. You can also turn it into a question-and-answer blog post or a podcast.

Read more: Guidelines on How to Network

5. Engage other content

You can subscribe to industry publications and forums. By doing this, you can track competitors' strategies and have more opportunities for marketing the company's product. You can also offer contributions to ongoing discourse and direct readers to the products and services provided by the company. For example, you may find an online conversation that applies to the business and answer user questions. You can also advertise the company's product at the end of your answer.

6. Social media marketing

Social media is one of the most recognized platforms to share content. A company can meet potential marketing leads through the content shared on social media. If utilized correctly, social media is one of the most effective strategies used to generate marketing leads, as just viewing a captivating image or video ad can get the company the leads neede d.

7. Create email offers

It can also help to consider prospects already on the company's email lists. For example, you can publicize a special discount and only offer it for a limited time to the people on the email list. You can also generate new lists by offering exclusive deals to customers that agree to share the email. Effective networking can improve the usefulness of email lists by directing more potential customers to these special offers.

8. Write guest blogs

This content marketing strategy can increase a website's SEO rank by introducing it to new readers. It can help the company get more connections in its industry and generate traffic from relevant audiences. Guest blogging has a variety of advantages. You can establish the brand as an authority figure in that market, develop relationships with other thought experts in the field, and expose the brand to a completely new audience by sharing expertise on other companies' websites.

9. Automated lead management

There are software tools that can generate leads. This includes email marketing software, customer relationship management (CRM) programs, and customer data platforms. You can facilitate and hasten your program by adding them to your lead generation strategy.

10. Host an in-person or virtual event

Events are a popular way to reach new potential target markets. Live events may include conferences, lunch and learn events, breakfast seminars, or workshops. Virtual events may include digital conferences, webinars, and live-streamed presentations. Having a clear understanding of your target audience, and the topics that most interest and appeal to them, can help you promote and prepare for your event more effectively.

Why is lead generation important in marketing?

Lead generation is essential because it helps realize the company's primary goal, which is to sell its products and services and subsequently increase revenue and growth. Generating marketing leads is the first step in reaching the targeted customers. This can help the company identify its target market for products and services. Here's a list of reasons that lead generation is important to help you learn more about the topic:

Expansion of the company's market

The company can learn about the targeted audience's unique needs through the generation of leads, which they might not have known initially when marketing the product. Lead generation allows the company to learn about other possible prospects. Your team can then leverage these predictions and add them to the marketing plan.

Improves the company's visibility

Lead generation involves the creation of content that thousands of people can consume, which helps a company improve its visibility. An increase in visibility is also effective in building a community of like-minded individuals who support the company and may eventually become customers or advocates for the company's products and services. In addition, through the sharing of quality content, the company gets to start conversations in the industry.

Increases the company's revenue

The aim of lead generation is to convert prospects into consumers. Using lead generation techniques like soliciting reviews from present customers can convince prospective customers to try the company's products. As a result, the company gets to expand its client base and earn revenue from sales of products.

Read more: What Is Revenue? (With Definition, Types, and Examples)

Reduces cold calling

An effective lead generation strategy can create interest in the company's products. When this happens, activities like cold calling possible customers becomes unnecessary. Your marketing team may have more time to focus on other marketing engagements.

Provides more time

Because lead generation can help you find prospective customers, you may bypass older, more time-intensive methods like distributing flyers. Members of your marketing team may also use this extra time on other work that might convert prospects into consumers. You can also spend this time pursuing other marketing strategies.

Please note that none of the companies, institutions, or organizations mentioned in this article are affiliated with Indeed.

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