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Updated: May 23, 2020

A leads generation strategy is the process of using tactics that aim to create potential customers who are known as leads. Leads are people who express high interest in purchasing your business’ products or services.

There are many lead generation strategies which we will dive into below, from word of mouth and in person initiatives to strictly online-based tools. As a business owner or the head of your company’s marketing, it is your responsibility to choose which ones will work best for your unique business.

If you divide your focus among all ten of the following strategies, your chances of successfully obtaining new leads will be much smaller than if you set your focus on just a few at a time. So, start with 1-3 ideas that speak to you the most, implement them, evaluate their performance, and make an informed decision about whether or not you’ll continue on that path or switch to another one.

Here are the lead generation strategies that will help you to grow your business and customer base:

  1. Create a strategic website

  2. Ignite the power of SEO

  3. Build engaging forms

  4. Add live chat to your site

  5. Request testimonials from your customers

  6. Produce content across the Web

  7. Initiate a referral-based program

  8. Work with a complimentary business

  9. Host a networking event


Your online site is the place where conversion happens, which is why we put this strategy at the very top. We can’t stress enough how important it is that your website is both sharp and professional. The components that will help you achieve this include smart design, a mobile friendly version, and a website builder that gives you the power to completely customise it and make the edits you want at any given moment completely on your own.

No matter where your design process starts, there’s one major thing your site isn’t complete without a call-to-action (CTA), these are the key components to getting leads directly from your website. Where do you want users to go? What do you want them to do? Explicitly state that in your CTAs and place them front and center on your website.


While we’re on the topic of websites, we must stay that nothing you’ve done in step one is complete without proper SEO. Those fancy three letters refer to search engine optimization, or the process of implementing strategies that aim to help your website rank higher in specific keyword search results.

No matter how beautiful your website is, it’s all for nothing if no one can see it. Use these SEO tools to get your website out there, and in front of the eyes of more and more customers. Some examples include following a personalized step-by-step plan, as well as optimizing how your content will appear on the SERP (search engine results pages).


Forms result in leads. Period.

If a person took the time to fill out one of your forms, there’s a really good chance that they are already a lead. In other words, this person is interested in learning more about and potentially purchasing your products or services. You can follow-up with them by sending out an email or giving them a call.

Forms also help you obtain key information about your clients, such as how to contact them and what brought them to your site. This will allow you to easily reach out to them in the most targeted way possible regarding your business’ offerings.


The opportunities for engaging with your customers through live chat are numerous.

First of all, it’s become the new norm for how customers and potential customers interact with businesses - in fact, it’s practically a requirement for every customer-facing business’ website today.

Second of all, live chat allows you to interact with your customers in real time. And if you’re not around, you can set up an automated reply.

Third of all, with live chat you’ll be able to send a lead capture form over chats. This enables you to receive key contact details from your site visitors such as their e-mail, name, and phone number.


Many times customers make purchase decisions based off of others’ opinions on a business and/or a particular product or service. That’s why it’s a great advantage for you to share positive opinions and experiences of existing customers on your website - with their permission, of course. This can be in the form of recommendations or success stories. In order to get you started, take a look at these different examples of powerful customer testimonials and how to get them.


Like you’ve read above in the SEO section, the more you get your business ‘out there,’ the higher your chances are of attracting new customers. The practice of using valuable, engaging content to draw customers to your brand is called inbound marketing. There are many ways you can do this directly from your website, including the following:

  • SOCIAL MEDIA POSTS: Create eye-catching and informative social media posts.

  • CREATE A BLOG: Blogs not only help you improve your SEO strategy, but they are a great way to keep customers informed of everything happening in your business and around your industry.

  • E-MAIL MARKETING: From a monthly newsletter to a new product launch, e-mails generate leads when the content is short and catchy, while the call-to-action (CTA) is bold and tempting.


Picture the process of signing up for an Uber/Taxify service. The way that most of them work is that if a friend refers you, both of you get a discount or free first ride. Surely other referral examples come to your mind too. As you’re aware, this lead generation strategy works - and very well as a matter of fact.

Why would you not want to apply that concept to your very own business? If you want to bring in new, potential customers, write up your own referral plan. Then, create customised coupons/links to send to both your returning customers, and the new ones that they referred.


Unlike a competitor, a complimentary business is one that sells a product or service that fits perfectly with yours. In fact, both of your services might be more marketable together when it comes to lead generation.

A classic example of complementary products is peanut butter and bread spread. Let’s say that you sell organic nut butter and another brand sells seafood-based bread spread. The two of you can work together as the perfect duo, whether you decide to sell your items for a packaged discount, or to send samples of your nut butter with every spread purchased.

Think about a product or service that compliments your business. Then, brainstorm a creative way that you can give consumers a taste of your business or a tempting discount by working with them.


Influencers have established credibility as well-known figures in their industries. Consumers are willing to listen to their opinions because they are seen as authentic people. Depending on your business, it might be worthwhile for you to work with them, as they are a trusted third party who can help perk interest in your product or service by sharing their genuine opinions via reviews.

Consider doing some research on influencer marketing or hire an agency like Pin-Pin Media. Then, reach out to well-known ones in your industry and offer a way that you both can work together, either by giving them a discount, cash or free products for referrals. You’ll quickly see how this leads generate strategy is a clever way to start winning over more consumers.


Everyone loves free things, especially food and drinks. So, whether a happy hour or picnic, events are a great opportunity to foster organic connections with your customers. Surrounded by food and fun, this strategy is a casual way to create interest around your offerings.

It’s also completely acceptable, and even encouraged, for you to come prepared with a speech and company-branded giveaways or goodies.

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