16 Best Lead Generation Strategies For Every Type of Business

One of the most essential steps in your business that you need to focus on is crafting your lead generation strategy. After all, no matter how good your marketing efforts are, if you’re not reaching the right audience, then all the efforts, time, and resources you’ve invested are just going to waste.

To help you reach the right audience and convert these prospects into paying customers, we’ve prepared an in-depth guide to help you grow your business, increase your brand’s visibility, and maximize your revenue. 

The importance of lead generation today

Before we dive into the tips and lead generation strategies you can utilize for your business, it is essential that you first understand why a good lead generation strategy is important.

Increase your revenue

Applying the proper lead generation strategies to your business model can help your brand reach your target prospects. 

Once you capture their attention, it will be easier for you to convert them into paying customers. This means you’ll see a boost in your revenue, especially when the strategies you have employed are just too good to think twice about or turn a blind eye to. 

Expand your market

As you are starting your business, you most likely have targeted a certain group you considered to be potential buyers. However, are they the only group you should be focusing your time, efforts, and resources on? 

This is where lead generation strategies come in, as this helps you learn more about your prospects.

If you utilize the proper strategies, you’ll find out that perhaps you are also getting engagements from businesses and job roles you did not include formerly in your marketing efforts and campaigns. 

With lead generation, you’ll have the opportunity to expand your reach to new markets you haven’t even considered tapping into in the first place. 

Create more business opportunities

Aside from helping your business find prospects that you can turn to potential paying customers, perfectly crafted lead generation strategies can also present you with business opportunities you never knew you needed.

Perhaps a non-competing business in the same industry as yours is looking to host a webinar together with you. By teaming up, you not only gain access to their audience but also reach other customers who are willing to pay for the products or services you are offering.

In short, this mutually beneficial partnership can help you gain more leads, increase your revenue, maximize your brand visibility, and improve your professional relationship with other businesses. 

Grow your brand and following

One of the foundations of a great lead generation strategy is creating quality content. Your goal should be to share as much valuable content as you can with your target audience, and in turn, this can position you as a thought leader in your industry.

As you continue to move forward with this, you can slowly but surely build a community of professionals who would not only like and follow your brand but also be turned into paying customers.

After all, people only follow brands and businesses they are genuinely interested in. If you can continuously give them something valuable, then chances are they’ll give your products and services a try. 

Improve the quality of your leads

Sure, creating content can give your website traffic and make your brand visible. However, if your site visitors aren’t being converted into leads, all the time, money, and resources you have put into your “strategy” would be wasted effort.

By employing the proper lead generation strategy, you will not only be creating content, but you will be taking a highly targeted approach so you can reach potential paying customers.

This means that everything you will be writing for your business—from the landing pages on your website to the e-mails you send out to your subscribers, up to the blog posts you will create, should cater to the specific group you aim to target. 

By doing so, you are not only reaching the right audience, but you are actually improving the quality of your leads. Better leads equal better conversions and higher sales. 

Build visibility and awareness

If your business was recently launched, you need “flair” to create a buzz and have people talk about your brand.

Or maybe you are already an established business that’s been operating for years and are looking to turn more heads (and dollars) toward your business’ direction.

Creating awareness and visibility is essential to turn the tides in your favor.

By utilizing the appropriate lead generation strategies, you can gain an audience that is actually interested in your business and even share about it on the social media channels they usually hang around in. 

Lead generation strategies that work in 2024

To help your business gain the visibility it needs so you can reach the right audience and convert them into paying customers, we have rounded up 16 tried and tested techniques that you can utilize the next time you craft your lead generation strategy:

1. Improve your landing pages

Your landing pages should be designed with one goal in mind: to convert your prospects into leads and, later on, into paying customers.

This means that your product or service landing page should be interesting enough to encourage users to engage with your content and even share their information. 

Some of the best practices for optimizing your landing page include:

  • Clearly explain to users how they will benefit from sharing their contact information and details with you
  • Display testimonials, ratings, and social proof on your page to give your target prospects confidence in your brand
  • Detail how you will be using and protecting the data your leads will be sharing with you
  • Ensure that your landing page works well not only on desktop but on mobile, too.

2. Create quality content

Creating content consistently will not help with your brand’s visibility if your target audience can’t understand or find value in what you’re sharing. This is where the importance of creating quality content comes in.

Ensure that the content you produce is relevant to your business and is interesting to your target audience. Doing so can help you get their attention and gain their trust as you establish yourself as an authority in the industry.

By sharing relevant and useful content like articles, videos, or podcasts, you can be assured that the people who are consuming the content you’re producing are the ones who are most likely to sign up for your newsletter and, ultimately, be converted to paying customers.

3. Offer live chat functionality

Companies offering a live chat option are actually a step ahead of those who don’t. Live chat makes it much easier for leads and potential customers to ask questions about the product or service you’re offering as they browse your website.

Having someone to answer their questions in a few minutes is way better than assigning someone to answer e-mails hours or even days later.

By having a dedicated team on live chat, potential customers are less likely to give up whenever they don’t find the answers to their questions. 

Aside from that, live chat has the maximum potential to capture data from your target prospects as users feel more comfortable sharing their data on live chat than leaving them on an e-mail.

In fact, 90% of customers consider immediate response extremely important whenever they have a service question, and 60% of them define immediate as 10 minutes or less. 

This is one of the reasons why almost every huge company is investing in 24-hour live chat support so they can cater to customers from all over the globe. 

4. Optimize your lead generation forms

Lead generation forms are what companies use to collect their leads’ information, so this, of all things, should be properly optimized.

First, decide what information you need to collect. While you may want to ask almost everything so you can understand your customers better, note that nobody enjoys filling out a 3-page form.

This is where finding the perfect balance between quantity and quality comes in. Simple lead generation forms are quick and easy to fill out, which means they can help improve your current conversion rate.

Meanwhile, complex forms help filter out low-quality leads since they require a higher level of effort and interest from your prospects. Since these forms are more thorough, you can collect additional data that can also help with your marketing and sales efforts. 

As a general rule, if your audience is just in the initial stages of the customer journey, your forms should be simpler.

As they progress into the funnel, you can have them fill out more complex forms, as this proves just how invested they are in the product or service you’re offering.

5. Run lead Generation ads on different platforms

Lead generation ads, put simply, are those online ads designed to help your company or business generate leads. You can utilize different types of online ads to help drive traffic to your landing pages. 

The good thing is that there are various platforms with this feature built-in, such as Facebook and Google.

6. A/B Test various lead generation tactics

A/B Testing or Split Testing is the method of comparing two different versions of webpages or other marketing materials. This is usually how it works:

  • First, create 2 versions of your content (control and variant)
  • Show the control to 50% of your audience, and for the other 50%, show the variant.
  • Compare the results to see which of the 2 versions performs better

One specific example you can do to test which of your strategies is better is by comparing your landing page headlines to see which one resonates with your target audience best.

7. Encourage positive reviews

Did you know that approximately 95% of customers read online reviews before purchasing a product or service?

Even better, 31% of customers need to read more than 10 reviews before they start trusting brands and companies, and a whopping 96% of customers search for negative reviews, specifically. 

This highlights the importance of gathering positive reviews to help enhance your lead generation efforts. Note that the quality and quantity of your reviews can greatly affect your business’s visibility on Google. 

With this said, encourage your satisfied customers to leave you with detailed and positive reviews, and if you have a customer who isn’t satisfied with your product or service, try to come to a win-win agreement with them.

Address the issue or problem that they have, and in turn, ask that they give you a positive review instead of a negative one. 

8. Leverage good SEO practices

You need your target prospects to discover your business, which means that a great SEO strategy is essential to your lead generation efforts. 

Note that the higher you rank for keywords that are highly relevant to your business, the more likely you are to outrank your competitors. Remember that most customers nowadays search for a product or service using search engines like Google.

This means that if your company or business is ranking for highly relevant keywords on Google, your business will be shown higher in the search results. 

Include keywords in the following areas of your content:

  • Title and Header tags
  • Meta description
  • Image ALT tag
  • URL

As much as you would want to use lots of keywords in your article, you don’t want to end up using way too many keywords and spamming your page to the point that your content doesn’t make sense anymore. 

In other words, use your keywords naturally.

9. Run contests or host giveaways

What could be a better lead generation and marketing strategy than running contests or hosting giveaways?

Aside from receiving free trials or e-books, another thing customers find hard to refuse is being incentivized for something, whether it’s by answering a survey or providing their contact details. 

It is also essential that you pick the appropriate prize. While cash prizes can pique the interest of tons of participants, a year’s subscription to the software you are offering will ensure you gain high-quality prospects. 

10. Don’t underestimate remarketing

Put simply, remarketing (also known as retargeting) is re-engaging prospects who visited your website but didn’t convert by displaying ads targeted to them so that you can turn them into leads. 

This is a great lead generation strategy because website visitors are usually those who are interested in the product or service your brand or company is offering—they just need a little more convincing before you can get their contact details. 

11. Offer free trials

If your company is in the SaaS industry (Software as a Service), then offering your target prospects free trials can be a great lead generation strategy since you are directly targeting customers who are already interested in the solution you’re offering.

Give them a glimpse of what your software or service is like for a limited time, and afterward, present them with your paid plans. 

12. Publish case studies

Aside from gathering positive reviews from your customers, case studies are a great way to prove that your company or business is meeting your customers’ demands. 

This is one of the most detailed and effective types of lead generation strategies, as you showcase success stories and the specific results your business gained for your clients. 

Just don’t forget to include a CTA (Call To Action) to encourage your prospects to sign up for a free account and try your software or platform so they can see concrete results.

13. Utilize referral programs

What could be better than getting rewarded simply for referring new customers to a business? A referral program is a great lead generation strategy that you only have to set up once, and after that, very little work is required on your end. 

In order for this lead generation strategy to work, you need to offer an excellent incentive—one that is just too good to resist.

Even better, create a referral program that would reward both the person who provided the referral and the new customer who was brought to your business.

Remember, before setting up a referral program, ensure that you have great customer service, as unhappy customers are unlikely to recommend your business to their friends and acquaintances.

14. Use social media

There are 4.95 billion social media users worldwide, so if you’re not utilizing social media in your lead generation strategies, then you’re missing out on a lot. 

Social media, when utilized properly, is a valuable step to your lead generation strategy as it can help your business or company connect with your target customers.

Find out where your prospects spend most of their time in, and share valuable content on that platform. 

15. Host an online event

Hosting an online event, whether it’s a free webinar or a short course, requires attendees to register in advance, making it a great lead generation strategy since you can gather their data with the assurance that they are interested in what you’re offering.

For this strategy to succeed, you must ensure that you choose a topic that will appeal to your prospects. 

Users who register for your events definitely express a high purchase intent. By collecting their contact information, you can continue the conversation with them via e-mail or send them product or service offerings. 

16. Utilize email ads to target your competitors’ customers

Another lead generation strategy you can utilize is to target your competitors’ customers. Of course, you first have to ensure that you are in the same industry; otherwise, all your efforts will be wasted.

With Gmail ads, you can tailor your AdWords marketing campaign to reach users who are receiving emails from your competitors and gain direct access to people who are already using a product or service that is similar to yours. 

To get started, target the keywords that your competitors are using. You can even sign up to their e-mail list and note the keywords they use frequently.

Doing so can help you reach the same audience as e-mail marketing, which is one of the most flexible and measurable marketing channels you can utilize at a minimum cost. 

How to create content that converts leads into paying customers

It would also help if you create lead magnets or high-value content that are only accessible to users who share their information with you. In short, these are gated content designed to help companies generate leads. 

However, just because you will be giving these away for free doesn’t mean you can just put whatever you want in there. 

Remember, you are getting your target customers’ information in exchange for these lead magnets, so you should give them the feeling that what they’ll be getting in return is something of value.

Here’s how you can create content that converts:

Relevance is key

First, you must ensure that the materials you’ll be giving away are highly relevant to your industry and your target audience. While using broad or general topics can get you more prospects, those contacts might not be quality leads.

Your lead magnet should be tailored specifically to your target audience or, even better, an even more specific segment of that audience. This way, you can be sure that the leads you’ll be getting are those who are actually interested in your product or service. 

Provide value

After nailing down specifically who you want to reach, it’s time for you to create a lead magnet that offers this certain group something of value that’s so irresistible it makes it impossible for them not to trade their contact details for it. 

Whatever information you aim to provide, ensure that it’s something your target audience can’t just easily get anywhere. Whether it’s to help them perform a task quicker or solve some problems easier, make sure that it is something useful and packed with value. 

Position yourself as an industry leader

Sure, lead magnets like industry reports or e-books can help position you as an industry expert, but note that not all of your customers are just going to take your word for it, so you have to back everything up with reliable data and research. 

Aside from that, ensure your lead magnet is free from typos and well-written.

While this may seem something minor, having a couple of typos could mean that you didn’t even make the time to proofread your content before publishing it and giving it to your prospects, so how can they trust you with their business? 

Pay extra attention even to the small details so you can boost your credibility and gain the trust and confidence of your target customers. 

Make your prospects want more

There’s a reason why a lead magnet is called a “magnet”—it’s supposed to bring leads to your business so you can convert them to paying customers. However, how will you do that if you’ve already given them everything they need on the free e-book you’re handing out?

The key to a good lead magnet is providing your prospects with something valuable but not giving a direct solution right away so you can have them wanting for more.

It’s like having a free taste of an incredibly delicious cookie, but instead of giving them a whole cookie, you just give them a bite. Once they’ve tasted how good it is, they’ll end up buying a whole box.

That is exactly what you want to do with your lead magnets. 

You can give them a free e-book to help address their problems and provide a couple of general solutions while offering the ultimate solution on a paid course you’re selling.

Aside from that, you can also opt to give them a free trial of your software, where they can access the complete features if they pay for a premium plan.  


If you want your business or company to experience rapid growth, then you need to utilize serious lead generation strategies in addition to your marketing campaigns.

We hope the strategies we have shared can prove useful as you work your way to getting as many qualified leads as possible.

In case this is all new to you or if you’re well-familiar with them but just don’t have the time to craft content and lead magnets or host online events, we at Learo are here to help you out.

If you seriously want to grow your business, then invest your money in expanding your reach rather than spending money on advertising. Regardless of what industry or niche you’re in, we’ll keep your pipeline filled with quality leads.

Our team is dedicated to learning the best practices and trends in this fast-paced technological era, and we can assure you that we are bringing our best foot forward in helping you find high-quality leads at an affordable price. 

At Learo, we treat your business like it’s ours, so you can rest assured that you’re working with a team that cares for your business’ success as much as you do.


How important are leads in sales?

Leads are very important when it comes to sales, as they are the people who have a high chance of being converted into paying customers. 

What is the best lead generation strategy?

The best lead generation strategy depends on your industry and business needs.

Some of the strategies you can utilize to help you expand your reach and increase your business’s visibility include creating relevant content and lead magnets, optimizing your landing pages and forms, utilizing social media, and offering free trials to customers.

What is the difference between prospects and customers?

Prospects are those consumers who are on your target list as they have expressed an interest in your business but haven’t made any purchases yet. Customers are those people who have already paid for the product or service you are offering. 

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