One of the most common questions I hear from business owners is: “How can I generate more leads?” Full disclosure: I ask that question myself! We all do, right?
We believe in our products and services and want to reach as many people as possible. It can be tricky to keep that pipeline full. And we certainly don’t have loads of extra time and money to waste on marketing efforts that don’t work.
So I’m sharing six of my favorite ways to generate new leads. And these are low-cost strategies that just take a little time and forethought.
1. Speaking Engagements
This is a great way to showcase your expertise and demonstrate your authority in the marketplace. If you’re new to speaking, sit down and make a list of potential topics. What valuable content can you share? What have you learned that would be beneficial to potential customers?
Then create a signature talk. This way you have a presentation ready to go when a speaking opportunity comes along. And, once you’ve given your presentation a few times, you won’t have to do as much work to prepare. You’ll be able to give that talk in your sleep!
Where to speak? 
I recommend starting in your local community. Some ideas:
- Local chamber of commerce.
- Networking or trade groups (real estate agents, marketing professionals, BNI).
- Conferences and events (they often have information for speakers on their website).
- Coworking spaces (they may want to offer educational opportunities to their members).
- Local business member groups (for example, I recently did a talk for Go Local Asheville).
Then, you can begin to seek out online opportunities, such as virtual conferences and meetings.
2. Podcasts
Similar to speaking engagements, podcasts are a terrific way to position yourself as an expert. And, if you get booked on the right podcast, you have the potential to reach hundreds and even thousands of potential customers.
The great thing about podcasts is that hosts are always looking for guests – especially the smaller or mid-sized ones. They need to fill their show (usually weekly) and they are looking for people who are articulate and can provide valuable advice, resources and content.
How do you find podcast opportunities?
Start with podcasts you enjoy. Could you be a guest? Would you be a good fit? If so, reach out to the host!
Take advantage of free tools and directories like:
These services have a free option that allows you to create a profile and connect with podcast hosts. I’ve been booked on some podcasts via these services, so I know they work!
3. Lead Generators
If you don’t have a lead generator (aka lead magnet) on your website, add one! You’re missing out on a ton of leads.
What’s a lead generator?
Plain and simple, it’s a piece of content people can access in exchange for their email address. Lead generators can be simple PDF e-books, checklists or worksheets. They can be videos, events, workshops, webinars or coupon codes.
The key is to make your lead generator valuable. It needs to be so good I’m willing to hand over my email to access it.
Be sure to put your lead generator on your website so you can capture the contact information of website visitors who are interested in your product or service but aren’t quite ready to buy. This way you can continue to follow up with these warm leads via email and nurture them along to making a purchase.
4. Events
Don’t neglect good ‘ol fashioned networking events. These might be events through your local chamber of commerce or other business/community groups. You can look for industry-specific or trade organizations, but it’s less likely potential clients will be hanging out there.
Why host your own event?
While it’s great to attend community events or virtual networking events, I love hosting my own events. I try to do this every couple of months. I’ll conduct an in-person workshop or a webinar so I reach people beyond my community.
Think about what kind of event you could host that would be appealing to potential customers and clients – a workshop, an open house, a preview party, a Q&A. You could even partner with other businesses that serve a similar customer base for a pop-up party.
Events don’t have to be overly complicated or expensive. Start small as a test and then expand as your events grow in popularity.
5. Social Media
I know what you’re thinking: changing algorithms and pay-to-play strategies make it next to impossible for (especially small) businesses to reach customers on social media. You’re not wrong. But let me challenge you to take a different approach.
Choose just ONE social media platform and go all in. Commit to posting fresh, new content four to six times a week. Engage with other accounts and your followers. Share valuable information, solve problems for people and build trust.
Figure out where your ideal customers hang out and spend time there. Don’t run yourself ragged trying to be everywhere from Facebook to TikTok to YouTube. If you’re B2B, commit to LinkedIn. If you have an online shop, commit to Instagram.
Pick one platform and own it. Now, don’t expect to generate a hundred new leads overnight. This is a long game that requires consistency. But it can pay off if you’re willing to put in the work.
6. Referrals
We tend to forget that our best clients and customers can be our best lead generators. Reach out to some of your best customers and ask if they know someone who could benefit from your services.
For product-based businesses, consider a referral program so customers are incentivized to invite others to your storefront.
Bonus: Make it easy for people to share about your business on social media. Have ready-to-go posts, tweets and images available.
Those are some of my favorite ways to generate new leads for my business. What would you add to this list? And if you try some of these ideas, let me know how they work!
Want a quick summary of this blog post in video form? You got it!
All too often when businesses are struggling to generate leads it’s because their messaging (and therefore their website) is confusing. Could that be your problem? Schedule a free consultation and let’s take a look at your website to determine if you need a message refresh.
