It can be difficult to find potential customers for your business. You need to have a plan that includes figuring out who your target market is, how you will advertise to them, and what kind of content will be appealing to them.

If you’re a marketer or entrepreneur, you can’t afford to rely on inefficient, outdated tactics like cold-calling and paying for leads. Instead, you need to use solid, proven techniques to draw in leads in an increasingly competitive digital world.

Here are some lead-generation strategies that you can apply to businesses in different industries:

1. A/B Test Your CTAs

call-to-action, or CTA, is a prompt that encourages someone to take a specific action. Examples of actions you might want your visitors to take include:

  • signing up for a newsletter
  • downloading a free product demo
  • scheduling a call
  • subscribing to a newsletter
  • using a discount code

As a first step towards bringing people into your sales funnel, it is crucial that your CTAs are clear, emotive, and concise with strong action words. A visual element might also be included, depending on your audience.

A/B testing is a method of comparing two different versions of a marketing tool, such as a CTA button, to see which one performs better. For example, you might test two different versions of a CTA button, one with the text “Get the guide” and one with the text “Download the guide”, to see which one gets more clicks.

If you want to generate more leads, you need to figure out which version is most effective. Google Analytics and an A/B testing calculator can help you measure your results.

2. Use User-Generated Content (UGC)

User-generated content is what it sounds like: content generated by users rather than businesses. UGC can be anything, such as:

  • product reviews
  • videos
  • images or graphics
  • audio
  • articles or posts

User-Generated Content is a great marketing tool. It is free marketing for your brand, and it is created by people who are passionate about what you are selling. This helps build your brand’s authenticity and trustworthiness online.

If you would like to use user-generated content (UGC) to generate leads and your reviews are mostly positive, you can post them on your website. By displaying these reviews prominently on your site, you can build a strong brand impression and encourage visitors to take the next step and complete a purchase.

The UGC can help improve the perception of your brand on social media. For example, you can link to videos that show your product in a positive light or share pictures of people using your product (with their permission.)

3. Host A Training Webinar

A training webinar is an excellent opportunity to demonstrate your expertise and build trust in your company by sharing your knowledge for free.

Webinars can be used for both B2B and B2C companies, depending on whom their target market is. For example, if a B2B company sells software to small businesses, they might host a product demo. Or, if a B2C company sells cosmetics, they might host a webinar on how best to use their products.

Some general steps are the same for using training webinars for lead generation in both B2B and B2C marketing.

Promote your webinar on social media channels and include a registration link on your website.

Make sure to get someone’s contact details, like their email, so that you can follow up with them after the webinar. This way, you can hopefully turn them into a sale.

Make sure to use effective calls to action (CTAs) to encourage people to subscribe to your newsletter or follow your social media channels. A webinar is a great opportunity to introduce people to your product and your brand, so make the most of it.

4. Offer A Free Trial Or Download

15 Ways To Generate Quality Leads For Your BusinessWhat can you do to encourage website visitors and content subscribers to buy your product?

One way to get people to try your product is by offering free trials or product downloads. Not only will this help people understand if your product is right for them, but it also creates trust in your brand.

Make sure your free trial provides a clear picture of how your app or software functions. If the product is too complicated to grasp during the trial, or if you’re only allowing people to use a small portion of the program for free, then the demo might not be enticing enough for your audience.

5. Partner With An Influencer

Influencers, or influential people, use their knowledge and popularity to persuade (or influence) their followers into using certain businesses. For example, influencers can encourage people to:

  • try a new clothing brand
  • download an app
  • purchase a subscription box
  • partner with a certain business

In the business-to-consumer realm, influencers often work on social media platforms. In business-to-business marketing, influential figures might include tech experts, analysts, and industry leaders.

No matter what type of marketing you are doing, influencers can help you generate leads.

  • First, set a goal for what you want to achieve, whether it’s promoting a specific product or enticing people to download your software. Determining the action you want people to take helps you identify who counts as a “lead” for your purposes.
  • Next, find an influencer to partner with. For B2C marketing, you might check out social media or influencer marketing agencies. For B2B, pitch your product to experts and see if they’ll review it or host a chat with you about it.

6. Simplify Your Lead Generation Website

Although there are many ways to optimize your website to generate more leads, one of the most basic tasks is to ensure you have a good web hosting service for your WordPress website. However, if you’re looking for the best lead generation strategy available online, read on.

What do you want them to be able to do? Your website should be simple so that your prospects can get to their destination faster. Just think about your website from the user perspective – what do you want them to be able to do?

To improve your website’s navigation on smaller screens, unclutter your pages and include a clear, easy-to-find call-to-action button.

It is important to keep the sign-up form short in order to have a seamless user experience, which is key to generating leads.

7. Use Sales Intelligence

The most successful lead generation strategies are those that are relevant to the customer and make the customer feel like they are the only one that matters.

Sales intelligence is more than just understanding your prospects. It helps you identify qualified leads and close more deals.

The technology known as sales intelligence helps to gather information and insights about potential and current customers. The data collected can be used to discern what caused customers to make a purchase, their journey as a buyer, and their specific needs.

This lead generation technique is based on applying the marketing information you find in a way that provides value to your prospect. It helps you to ask better sales qualification questions in order to benefit from business leads.

8. Use Competitor Analysis And SEO

SEO is a great way to generate leads online because it is usually cost-effective.

Broad topic ideas relevant to your business can be found in tools like SEMrush or Ahrefs. These tools generate long-tail keywords (three to five words) which are more specific and help target your ideal customer more precisely.

To improve your SEO lead generation strategies, research what your competitors are doing. See what type of content is effective for them to get a better understanding of the market. This will also help you anticipate KPIs and gauge the success of your lead generation tactics.

9. Leverage Search Intent

15 Ways To Generate Quality Leads For Your BusinessWould you be interested in a sales funnel that skipped one of the layers? It would be more efficient and require less money.

The first step in the sales process is to get potential customers to see your company’s advertising and then interest them enough that they become paying customers. But every advertising campaign should be designed specifically for your target audience.

The best way to avoid having to do the top and middle steps in the funnel is to look at the intent of the phrases from your keyword research and group them into informational, navigational, or transactional. By focusing on the ones that indicate that the person intends to make a purchase, you will get more qualified leads.

10. Launch Paid Media Campaigns

Paid media is a form of lead generation in digital marketing where you promote your content through paid means to boost exposure. Paid media examples include sponsored updates on LinkedIn, Facebook ads, or pay-per-click ads on Google.

The key to a lead generation campaign that is successful on those channels is being able to sort out the technical side. A small mistake, such as putting in the wrong link, will cost you money, and you will not get a return on your investment.

A study shows that 63% of customers will leave a company after a single poor experience. This is because broken links or slow-loading images and videos are very annoying from a user’s perspective.

11. Run Retargeting And Remarketing Campaigns

The goal of using retargeting and remarketing strategies is to engage with leads who are most likely to make a purchase on your site. These strategies mainly use paid ads aimed at prospects who engage with your website or social media profiles.

The first step in launching a paid media campaign is to base it on your buyer persona. Every retargeting campaign should be more targeted than your initial campaign, as you can fine-tune your audience based on the results of the original ad.

With Lookalike Audience on Facebook and Audience expansion on Google, you can find new business leads that share similar characteristics to your existing customers. These features are also available on other platforms.

12. Go Beyond Google And Facebook Advertising

Find out which platforms your target audience is using and research your niche accordingly. This strategy requires you to use your common sense. You don’t want to use a platform that is too niche. However, don’t underestimate how many users a platform has. Test it out and see if it works for you.

To figure out which method of lead generation works better for your company, compare metrics from ads and standard marketing campaigns against each other. The campaign that generates better results is the one you should focus on and optimize for better ROI.

13. Use AI And Automation

Gartner’s research predicts that artificial intelligence will dominate the market in the near future and save lead generation specialists manual work in generating leads.

If you’re looking to generate more leads, you can consider adding chatbots or virtual assistants to your website. This can also help increase engagement from website visitors and help you to nurture leads. For example, you can use artificial intelligence to match leads with the best agent to help them based on their interaction history with your website.

Lead generation can be improved by integrating bots with CRM systems and connecting machine learning processes to business apps. AI algorithms can analyze collected data to provide insights about where your leads come from and their characteristics.

14. Offer Demos And Presentations

Although using AI is one of the most effective lead generation strategies today, there is a potential downside to using this technology.

When companies try to automate their marketing too early, they often fail to meet their targets. Automation can create problems and distance between a business and its potential customers if it is not implemented correctly.

It is better to provide a live demo or presentation to your prospects to give them a better and more personalized experience so that small problems do not become bigger problems in the long term.

You can improve your product by asking prospects directly during a live call what their interests are in your product or service or what put them off.

15. Use Video Marketing

Video marketing should be included in your lead generation program for a couple of reasons. YouTube and similar platforms are not only video platforms but also act as search engines, where people come with a purpose.

Active YouTube users watch an average of 16 minutes and 44 seconds of content per day. People generally prefer watching tutorials, unboxings, and product presentations to reading manuals. This makes video marketing a great strategy for driving lead generation to your products and services.

If you use this technique in conjunction with other lead generation strategies, you won’t need a large number of subscribers to start with. Rank your video content in Google by optimizing it. You can also use hashtags to make your campaigns more social.


One of the most important aspects of growing your business is generating leads. This can be done in the short and long term. However, it is more important to focus on the quality of the leads rather than the quantity. The point of lead generation is to find new customers and grow your brand, so you should focus your energy on the most promising prospects.


About the Author Brian Richards

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