Introduction
We all want more customers, but generating new leads can be a real challenge. Should you go with outbound or inbound campaigns? Paid advertising or organic social media strategies? There’s no one-size-fits-all answer — the key is choosing the right mix of tactics for your business. In this article, you’ll discover 13 proven strategies that will help you attract potential customers and encourage them to take action.
Inbound or Outbound?
Lead generation strategies are typically divided into two main approaches: inbound and outbound.
- Inbound focuses on attracting people to your brand through valuable content, SEO, blogging, and social media. It takes more time but usually results in higher conversion rates, since prospects are coming to you on their own terms.
- Outbound means actively reaching out to potential leads through cold emails, telemarketing, direct mail, or paid ads. It delivers faster results but can be more expensive and less "natural" for the audience.
Often, the best strategy is to combine both – using outbound for quick wins and inbound for sustainable growth. But before you dive in, clearly define your audience. Without knowing the industry, decision-maker role, and pain points of your ideal customer, even the best tactics won’t deliver results.
Create High-Converting Landing Pages
Most inbound strategies direct traffic to landing pages. If these pages aren’t optimized for conversions, you’re missing out on valuable leads.
- Focus on one goal per page (e.g., downloading an eBook or subscribing to a newsletter)
- Use strong headlines and clear calls to action (CTAs)
- Eliminate distractions and unnecessary elements
- Continuously test different versions (A/B testing) to improve performance
Platforms like Unbounce make it easy to build and test landing pages without needing to code. A single, well-optimized landing page can support traffic from multiple sources — from social media to email campaigns.
Build a Strong Inbound Content Marketing System
A solid content strategy will attract users actively searching for solutions you offer. Create valuable content — blogs, eBooks, infographics, videos — tailored to your target industry. After engaging the reader, offer a content upgrade (e.g., additional resources) in exchange for their email.
Publish SEO-Friendly Content and Rank in Search Engines
SEO (Search Engine Optimization) is the practice of optimizing your site and content to rank higher in search results. High-ranking articles, blog posts, or product pages can bring in valuable traffic from users with a strong intent to act.
- Conduct keyword research
- Match content to the user’s search intent (informational, transactional, etc.)
- Build high-quality backlinks from reputable sources
Try Targeted Cold Email Campaigns
Cold emails don’t have to be spammy — if you carefully choose your recipients and clearly present the value you offer. Automate sequences (e.g., follow-up emails), but keep the content personalized. A well-qualified email list is essential for this strategy to work effectively.
Add Pop-Ups and Sticky Bars to Your Website
Pop-ups and sticky bars can effectively capture a visitor’s attention by offering discounts, free eBooks, or access to webinars. When designed well (not too intrusive and offering clear value), they can significantly boost your lead numbers. Experiment with display triggers like exit-intent, scroll depth, or time delays.
Leverage the Power of Social Media
Social media is a great channel for building relationships and attracting new leads. You can go the organic route (slower but free) or run paid ads for quicker results. Just make sure you’re active on platforms where your target audience actually spends time, and share valuable posts, videos, live sessions, and stories.
Launch PPC Campaigns (Pay-Per-Click)
If you need instant traffic, try running Google Ads or Facebook Ads. With precise targeting, you can reach people searching for specific keywords or matching your ideal demographics. Just make sure the traffic lands on optimized landing pages — otherwise, you risk wasting your budget.
Host Webinars and Live Events
Webinars, online workshops, and live streams are excellent ways to showcase your expertise and build trust. While they require some prep work, a well-run live event can generate high-quality leads. After the event, send a follow-up email with a summary and a special offer.
Use the Power of Referrals
Happy customers are your best advocates. Create a simple referral program where they get rewards (e.g., discounts or free consultations) for inviting friends. People trust recommendations from people they know, which makes referral leads more likely to convert.
Partner with Influencers
Influencers have built loyal communities. If you can find one who aligns with your niche, you’ll gain access to a highly relevant audience. Sponsored posts, co-hosted lives, or product mentions can boost brand awareness and help grow your email list.
Set Up Retargeting Campaigns
Retargeting (on platforms like Google or Facebook) lets you show ads to people who visited your site but didn’t convert. It’s a great way to remind potential customers of your offer and nudge them toward taking action.
Offer Free Trials or Product Demos
Few things convince people to buy like hands-on experience. A free trial or product demo allows potential customers to see the value you offer firsthand. If they experience real benefits, they’re much more likely to become paying users.
Create Interactive Quizzes and Tools
People love interactive experiences. A short quiz or calculator related to your offer can both engage visitors and provide you with valuable data. Ask for their email to receive the results and make sure the tool is helpful and fun so they’ll want to share it with others.
Conclusion
Whether you’re just starting out or looking to refine your lead generation process, testing a few of these strategies can go a long way. The key is to measure everything, learn from the results, and adapt based on your audience’s needs. And remember — a well-optimized landing page is the heart of most lead gen strategies, turning casual visitors into valuable leads.
Good luck generating new customers!
