How to generate leads for your Small Business [+13 Proven Tactics]

generate leads - 13 Proven Tactics to generate leads

Setting up and running a business is not an easy feat. But amongst all activities identifying how to generate leads and what workd best for your audience is the lifeblood of your business. It’s what drives growth and fuels success. When done right, it gives owners the power to attract and capture even more potential customers and convert them into loyal clients. To do it right, you need to understand your target audience, develop buyer personas, and use insights generated to tailor your marketing efforts to reach prospects and increase your chances of converting leads.

Content Marketing: Establishing Thought Leadership

Content marketing is a powerful lead generation strategy that involves creating high-quality content to establish yourself as a thought leader in your industry. By publishing informative blog posts, articles, e-books, and engaging video content, you can provide value to your target audience and attract potential customers.

Pro Tip!

Share success stories, case studies, and industry insights through your content. Engage with your audience in the comments section, addressing their questions and concerns.

Example: Create a series of blog posts that dive deep into industry trends and provide actionable solutions. Use storytelling to make the content relatable and engage readers in discussions. For instance, a landscaping business could create blog posts about seasonal plant care, video tutorials on garden design, or an e-book on sustainable gardening practices. This valuable content not only educates the audience but also establishes trust and credibility.

Optimize Your Website to generate leads

Your website is the digital storefront of your small business. Optimize it for lead generation by creating clear and compelling calls-to-action (CTAs), strategically placing lead capture forms, and ensuring user-friendly navigation.

Pro Tip!

Design eye-catching pop-ups and banners to promote offers or discounts. Use A/B testing to determine which CTAs and forms are most effective.

Example: Place a prominent CTA on your homepage that offers a free downloadable resource related to your industry. Use a compelling headline and a visually appealing design to capture visitors’ attention, collect their info and start nurturing your leads with emails (we will talk about Email Marketing in a minute!)

Social Media: Building a Community

Social media platforms offer an excellent opportunity to connect with your audience on a personal level. Engage with your followers by sharing valuable content, responding to comments, and running interactive polls or Q&A sessions. Building a community around your brand fosters trust and encourages word-of-mouth referrals. Nowadays, we use tons of social media, but keep in mind to keep your focus on the ones your target audience spends its time. Here are some interesting statistics to help you determine in which platform you should focus on.

Pro Tip!

Run contests and giveaways to encourage user participation. Use relevant hashtags and join industry conversations to expand your reach.

Example: Host a social media contest where participants can enter by sharing their experiences with your product. Use a branded hashtag and offer a valuable prize to incentivize participation. For instance, a landscaping business can showcase before-and-after photos of garden makeovers on Instagram, encouraging the followers share their own stories using a specific hashtag.

Email Marketing Campaigns: Personalized and Targeted Outreach

Email marketing remains one of the most effective lead generation methods. Craft compelling and personalized email campaigns that provide valuable insights, promotions, and updates to your subscribers. Collect email addresses through sign-up forms on your website and deliver targeted content directly to your subscribers’ inboxes. Personalized emails that offer value and address specific pain points can nurture leads and guide them through the customer journey.

Pro Tip!

Segment your email list based on behaviors for targeted campaigns- create as many clusters as you can going deep in your sales funnel to keep your campaigns personalized and to the point. Use captivating subject lines to increase open rates.

Example: Send a personalized welcome email to new subscribers, introducing your business and offering an exclusive discount code as a gesture of appreciation and create a sequence of automated emails to engage further. Remember the more personalized an email is the less spammy it looks . For instance, a landscaping business could send out a monthly newsletter with gardening tips, highlight recent blog posts, and offer exclusive discounts on landscaping services.

Webinars and Workshops: Showcasing Expertise and Building Community

Hosting webinars and workshops allows you to showcase your expertise while directly interacting with your audience. You can provide in-depth insights, share success stories, and offer actionable advice. Offer informative sessions that address your audience’s pain points and demonstrate your solutions.These events position your brand as an industry leader and give attendees a taste of the value you provide.

Pro Tip!

Promote your webinars through social media and email marketing. Interact with participants during the session through live Q&A sessions.

Example: A landscaping business could host a webinar on “Creating Your Dream Garden: Design Tips and Tricks” to educate and engage potential customers.

Offer Valuable Ebooks and Resources: Educating your audience

Creating valuable ebooks, whitepapers, and resources that address your audience’s challenges can attract potential leads. Gate this content behind lead capture forms to collect contact information.

Pro Tip!

Provide a sneak peek of the content to entice users to download. Follow up with additional resources and nurture leads through targeted email campaigns.

Example: A landscaping business could host a webinar on “Creating Your Dream Garden: Design Tips and Tricks” to educate and engage potential customers.

Implement Referral Programs: Empowering Networking

Referral programs leverage your existing customer base to bring in new leads. Happy customers can be your best advocates. Implement referral programs that encourage your existing clients to refer others to your business in exchange for rewards or discounts. Referral programs can greatly help you to tap into their network and expand your reach. Word-of-mouth recommendations are powerful and can significantly boost your credibility and customer base.

Pro Tip!

Create referral codes that both the referrer and the new lead can benefit from. Feature successful referrals in your marketing materials.

Example: A landscaping business might offer a referral discount or a free product with their next purchase for customers who refer others and help expand its client base

Paid Advertising: For Instant Visibility

PPC advertising allows you to target specific keywords and demographics, driving relevant traffic to your website. It provides instant visibility by placing your ads at the top of search engine results or on relevant websites. You only pay when someone clicks on your ad, making it a cost-effective way to attract potential customers actively searching for products or services like yours. Craft compelling ad copy and optimize landing pages for maximum conversion.

Pro Tip!

Use ad extensions to provide additional information and boost click-through rates. Monitor and adjust your ad campaigns based on performance metrics.

Example: A landscaping business could run PPC ads targeting keywords like “professional garden design” or “landscape renovation” for driving targeted traffic to the website. It could also use the promotion extension to highlight a discount for first purchases or a call extension to make it easier for its leads to reach out.

Create High-Converting Landing Pages

Design landing pages that focus on a single offer and have a clear and compelling CTA. A well-designed landing page can significantly improve your lead conversion rates.

Pro Tip!

Use persuasive language and highlight the benefits of your offer. Include trust signals such as customer testimonials or security badges.

Example: A landscaping business could build a landing page showcasing a special “Spring Garden Renovation Package.” Vibrant images of blooming gardens 🌺 are a must to emphasize the transformative effects of the services.

Search Engine Optimization (SEO): Getting Found Online

Having exceptional content is useless if it doesn’t reach your target audience. This is where SEO comes in. By optimizing your website and content for search engines, you increase your visibility in organic search results. This involves using relevant keywords, creating meta descriptions, and ensuring your website is mobile-friendly.

Pro Tip!

Conduct keyword research to identify high-potential keywords for your industry. Optimize your website’s meta titles, descriptions, and content with these keywords.

Example: A landscaping business could use the promotion extension to highlight a discount for first purchases or a call extension to make it easier for its leads to reach out. Or in the case of a local bakery, it could optimize its website for keywords like “best bakery in [location],” “freshly baked bread,” and “delicious pastries.” Creating high-quality blog posts that provide baking tips and recipes could also improve the SEO.

Utilize Influencer Collaborations

Partnering with influencers in your industry can help you tap into their established audiences. Influencers can endorse your products or services, exposing your business to a wider pool of potential leads.

Pro Tip!

Choose influencers whose audience aligns with your target demographic. Collaborate on engaging content, such as unboxing videos or tutorials.

Example: A landscaping business could partner with a local gardening influencer to create a video series showcasing a step-by-step garden makeover project.

Call Tracking: Analyze the hottest leads

Now, let’s talk about call tracking for small businesses —your secret weapon to maximize lead generation. Assign unique phone numbers to different marketing campaigns or channels and track inbound calls. This data will reveal the effectiveness of your marketing campaigns, enabling you to allocate your resources wisely.

Analyze your call tracking data to measure the impact of your marketing efforts. Identify the most successful lead generation channels and optimize your investments accordingly. Dive deep into the quality of your leads by monitoring call duration, caller demographics, and call outcomes. This will help you refine your targeting strategies and focus on high-quality leads that are more likely to convert.

Implementing call tracking also enhances the customer experience. Listen to recorded phone conversations and gain valuable insights into your customers’ needs, pain points, and preferences. This knowledge empowers you to tailor your marketing efforts and provide exceptional customer service.

Pro Tip!

By using call tracking software, you can keep a detailed record of all your incoming calls and analyze the information they provide. This helps you learn about the people who are calling your business and how they’re interacting with it. With this data, you can fine-tune your marketing strategies to work better. You’ll discover which sources bring in the most successful sales calls and appointments, so you can focus your efforts where they matter most.

Plus, you’ll be able to see which advertising campaigns are generating the most promising leads, and which ones might need some adjustments. This way, you can make smarter decisions about where to invest your resources and make your marketing more effective overall.

Example: A landscaping business could create a call-only “Spring Garden Renovation Package” campaign with a Landing Page that prompts visitors to call. After receiving a decent amount of calls, the marketer could listen the call recordings to discover new keywords which can be used to create high-intent content, identify new ideas for social media posts or come across common questions and concerns.

Provide Exceptional Customer Support

Outstanding customer support can lead to word-of-mouth referrals and repeat business. Make sure your customer service is exceptional, as satisfied customers are more likely to refer others.

Actionable Tips: Implement a multichannel support system, including live chat and social media. Train your support team to handle inquiries promptly and professionally.

Pro Tip!

Implement a multichannel support system, including live chat and social media. Train your support team to handle inquiries promptly and professionally. Chatbots and live chat features on your website provide can answer questions, provide information, and guide leads toward the next steps. This real-time interaction creates a positive user experience and helps capture leads even outside of business hours.

Example: Offer a 24/7 live chat support feature on your website to assist visitors in real-time. Respond to customer inquiries on social media platforms promptly and address their concerns effectively.

After implementing Lead Generation Strategies, make sure to:

Follow-up and Nurture to Turn Leads into Customers

Nurturing leads is a critical step in the lead generation process. Regularly follow up with leads through personalized emails, offering additional resources, case studies, and success stories. This keeps your brand top-of-mind and helps guide leads toward making a purchasing decision.

For our landscaping business, we could send a series of nurturing emails that provide tips on maintaining a beautiful garden and showcase our previous landscaping projects.

Analyze and Test to Optimize Strategies

Continuous improvement is key in lead generation. Analyze the performance of each tactic, track metrics like website traffic, conversion rates, and engagement. Use A/B testing to refine your strategies and focus on what works best for your target audience.


Generating leads for your small business requires a combination of effective strategies and personalized approaches. By leveraging content marketing, optimizing your website, and utilizing various tactics such as webinars, ebooks, and referral programs, you can attract, engage, and convert potential customers into loyal clients.


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