Lead Generation Strategies What’s Working Now to Generate Leads for Service Based Business Owners

by | Oct 3, 2023 | Attract More Customers

Image of a person using a laptop to research lead generation strategies

In today’s competitive business landscape, generating leads is more crucial than ever for service-based businesses. But what if there were secrets to unlocking more generated leads and boosting your bottom line? In this blog post, we’ll dive deep into the world of lead generation and reveal strategies that are working now. You’ll discover how understanding your customer value journey, mastering buyer behavior, and leveraging various marketing tools can revolutionize your generated leads generation efforts.

Key Takeaways

  • Understand your customer value journey and buyer behavior to design successful lead generation campaigns.
  • Leverage a variety of discovery marketing techniques, generate leads through forms or applications, and optimize the sales funnel for conversion.
  • Measure & optimize efforts with KPIs, hire/train inhouse team or outsource to experts, it depends on individual business needs!

Understanding Your Customer Value Journey

Image of a person using a laptop to research lead generation strategies

Lead generation thrives on the customer value journey. It helps businesses understand the stages a customer goes through before making a purchase, allowing for targeted marketing efforts. Businesses can smoothly convert strangers into potential customers through understanding the customer journey using effective lead generation strategies, including a well-planned lead generation campaign. Some components of a successful campaign are:

  • Website
  • Organic and paid social media presence
  • Job applications
  • Blog posts
  • Coupons
  • Live events

Service-based businesses thrive on a well-planned lead generation strategy. Training and support can help businesses reach their goals quicker, making it easier to navigate the ever-evolving landscape of lead generation.

5 Stages of Buyer Behavior – Search Intent Marketing

Image of a person using a laptop to research different buyer behavior stages

Comprehending the four stages of buyer behavior is pivotal in lead generation. These stages are:

  1. Awareness
  2. Interest
  3. Desire
  4. Action

Knowing these stages helps businesses design successful lead generation campaigns targeting potential customers at different points in their journey.

Effective online lead generation relies on optimizing your website and content for search engines. This allows potential customers to locate your business effortlessly when seeking relevant products or services. Good SEO means your page will keep bringing in leads for a long time, ensuring a steady flow of new potential customers.

Getting Found by More Customers

Getting Found by More Customers on Google

Businesses can amplify their visibility and attract more leads through discovery marketing techniques such as:

  • Google search
  • YouTube
  • LinkedIn
  • Podcasts
  • Facebook
  • Pinterest
  • Directories

With a well-rounded approach to discovery marketing, businesses can tap into new audiences and cultivate a steady stream of potential customers.

What is a Lead?

A lead is someone who fits your ideal customer profile based on their demographic and psychographic information. There are several types of leads: cold, warm, and hot.

Sales leads can be generated when someone applies for an open role, shares contact information for a coupon, or fills out a form to download content, all of which involve collecting information. Gathering a lead’s survey responses helps companies tailor initial communication to their specific needs and issues, enhancing the effectiveness of their marketing efforts.

What is a MQL? Marketing Qualified Lead?

A marketing qualified lead (MQL) is a contact who has interacted with a business’s marketing activities but isn’t ready to receive a sales call yet. MQLs typically engage with a business by downloading free lead magnets, checking out specific site pages, or interacting with social posts. By nurturing these marketing qualified leads, businesses can eventually convert them into sales-ready prospects.

Identification of MQLs constitutes a significant step in the lead generation process, as it helps businesses focus their efforts on leads that show potential interest in their products or services.

What is a SQL? Sales Qualified Lead?

A sales qualified lead (SQL) is a lead that has been vetted and approved by the sales team – it’s ready to move on to the next step in the sales process. SQLs are potential customers who have tried out a product or service, maybe even on a free trial, and are now showing signs that they’re ready to buy.

Recognizing SQLs enables businesses to focus their efforts on leads that are more probable to become paying customers, thus conserving time and resources.

What is a Sales Funnel?

A sales funnel is the path a customer takes from discovering a brand to finally making a purchase. It typically involves stages like:

  • Awareness
  • Interest
  • Consideration
  • Purchase

Sales funnels help businesses monitor customer behavior to spot potential leads and nurture those leads to convert them into customers.

Comprehending and fine-tuning the sales funnel is vital in converting potential leads into faithful customers.

Top 10 Methods for Generating Leads Today

Some of the most effective methods for generating leads today include:

  • LinkedIn marketing
  • Content marketing
  • Lead magnets
  • Warm email marketing
  • Cold email marketing
  • Video marketing
  • Webinar marketing
  • SEO
  • PR
  • Paid advertising

Each of these methods significantly contributes to attracting and engaging potential customers, eventually steering them through the sales funnel.

For instance, some effective methods for lead generation include:

  • LinkedIn marketing, which allows businesses to connect with professionals and build relationships
  • Content marketing, which provides valuable information to potential customers, establishing trust and credibility
  • Lead magnets, which entice potential customers with valuable offers in exchange for their contact information

Leveraging these methods can help businesses generate high-quality leads and boost their overall lead generation efforts.

Leveraging LinkedIn for Lead Generation

LinkedIn is a powerful platform for lead generation, as it allows businesses to connect with potential customers and build relationships. LinkedIn, with its professional orientation, provides a unique platform for direct engagement with business owners and executives, hence it’s a crucial tool in any lead generation strategy.

The Power of Content to Generate More Leads

Content marketing is a crucial aspect of lead generation, as it helps businesses provide valuable, relevant information to potential customers. Businesses can cultivate relationships with potential customers and steer them through the sales funnel, thereby increasing conversion chances, by developing engaging content that caters to the needs and interests of their target audience.

Moreover, content marketing allows businesses to capture buyer information and keep their audience engaged, building trust and loyalty in the process.

What is a Lead Magnet?

A lead magnet is an offer created to entice potential customers and obtain their contact information. These offers can come in various forms, such as:

  • free ebooks
  • whitepapers
  • webinars
  • discounts

Lead magnets play a vital role in lead generation, as they provide an incentive for potential customers to share their contact information, aiding businesses in guiding them through the sales process.

Why You Need the Right Lead Magnets

Selecting appropriate lead magnets is vital for lead generation, as they attract your target audience by providing value and solving their problems.

Creating lead magnets that are relevant to your target audience and offer something unique that they can’t find elsewhere ensures that you capture their attention and, more importantly, their contact information. This allows you to nurture and guide them through the sales funnel, increasing the chances of conversion.

Warm Email Marketing – Why You Need to Grow Your Email Subscriber List

Expansion of your email subscriber list is crucial for flourishing lead generation. By providing valuable content and offers to your subscribers, you can build relationships with potential customers and guide them through the sales funnel.

Moreover, having a larger email list allows you to reach more potential customers, increasing the chances of conversions and driving sales.

Cold Email Marketing to Book More Appointments

Cold email marketing involves sending unsolicited emails to potential customers in an attempt to generate leads and book appointments. By crafting captivating subject lines, personalized messages, and compelling calls-to-action, businesses can reach a large audience quickly and book more appointments, ultimately increasing their lead generation efforts.

It’s paramount to adhere to all anti-spam regulations in cold email marketing while focusing on providing value to the recipients.

Video Marketing to Boost Lead Generation

Video marketing is an effective way to generate leads, as it allows businesses to showcase their services in an engaging and visual manner. By creating informative and entertaining videos, businesses can build trust and credibility with potential customers, demonstrating the value of their services.

Given the rising popularity of video content, integrating video marketing into your lead generation strategy is necessary to maintain a competitive edge.

The Power of Webinar Marketing to Generate Sales Qualified Leads

Webinar marketing is a powerful lead generation tool, as it allows businesses to provide valuable information to potential customers in an interactive format. By hosting webinars on relevant topics and addressing common pain points, businesses can engage potential customers and guide them through the sales funnel.

Research has shown that around 30%–40% of webinar attendees become leads, making it an essential strategy for generating sales qualified leads.

SEO Strategies to Getting Found on Google Searches

Search engine optimization (SEO) is a crucial element of online lead generation. By optimizing your website and content for search engines, you can ensure that potential customers can easily find your business when searching for relevant products or services.

Implementing effective SEO strategies, such as using keywords in your content and optimizing for mobile devices, can help your business rank higher in search engine results and attract more leads.

Building Instant Trust with the Power of PR

Public relations (PR) is an important aspect of lead generation, as it helps create a positive image of the organization and its offerings. By using PR to share interesting and engaging content, businesses can build trust and credibility with potential customers, ultimately increasing the chances of conversion.

PR efforts, such as press releases, social media engagement, and prompt responses to customer inquiries and complaints, can help businesses build strong relationships with their target audience and generate more leads.

Paid Advertising for Instant Results

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Paid advertising, such as Pay-Per-Click (PPC) campaigns, can provide instant results by driving new customers and sales. By utilizing paid platforms like Google Ads, Facebook Ads, and other social media platforms, businesses can target their marketing efforts and quickly reach a large audience.

Furthermore, paid advertising provides actionable feedback on marketing efforts, allowing businesses to refine their strategies and boost their lead generation results.

Lead Generation Tools and Technologies

In addition to the strategies mentioned above, businesses can also utilize various lead generation tools and technologies to streamline their efforts and improve efficiency. Customer relationship management (CRM) systems, landing page builders, and marketing automation platforms can help businesses manage and nurture leads more effectively, ultimately increasing the chances of conversion.

CRM Systems for Small to Mid Size Business Owners

CRM systems are essential for small to mid-size businesses, as they help organize customer data and interactions, allowing for better understanding and targeting of customers. Popular CRM systems include:

  • Salesforce
  • HubSpot
  • Zoho
  • Microsoft Dynamics

These systems provide businesses with features like automated customer segmentation, lead scoring, and automated marketing campaigns, helping target marketing efforts more effectively and save time and money.

Landing Page Builders

Landing pages play a vital role in lead generation, as they provide potential customers with a clear and straightforward way to access information. Tools like Leadpages, a popular landing page builder, help businesses create high-converting web pages that effectively capture leads.

By focusing on clean design and clear calls-to-action, landing page builders enable businesses to maximize their lead generation efforts.

Marketing Automation Platforms

Image of marketing automation platforms, a person using a laptop to research lead scoring and nurturing techniques

Marketing automation platforms can significantly improve businesses’ lead generation efforts by streamlining various marketing processes and providing valuable insights. Popular platforms like:

  • HubSpot
  • Marketo
  • Pardot
  • Salesforce

offer features such as automated email marketing, social media marketing, and lead generation, allowing businesses to manage and nurture leads more effectively.

By utilizing these tools, businesses can optimize their marketing strategies and drive more leads and sales.

Qualifying and Nurturing Generated Leads

Qualifying and nurturing the generated leads is vital to enhance the likelihood of conversion. By implementing lead scoring and nurturing techniques, businesses can identify high-quality leads and guide them through the sales funnel, ultimately transforming potential leads into loyal customers.

Lead scoring helps to prioritize leads based on their likelihood to convert. It also helps to identify

Lead Scoring

Image of a person using a laptop to research key performance indicators

Lead scoring is a method that businesses use to determine which leads are most likely to convert. By assigning a score to each lead based on their behavior, demographics, and engagement with the business, companies can easily recognize which leads are more likely to convert into customers.

This allows businesses to allocate their resources efficiently, tailor their marketing strategies, and enhance their overall conversion rates.

Lead Nurturing Techniques

Lead nurturing is an essential part of having a successful online business. By developing connections with potential customers and providing them with helpful content, businesses can cultivate good leads.

A nurture sequence, for example, is a great way to provide potential customers with valuable content after they sign up, guiding them towards making a purchase.

Measuring and Optimizing Lead Generation Efforts

Businesses must incessantly gauge and enhance their efforts to guarantee the success of their lead generation strategies. Here are some ways to do that:

  1. Monitor key performance indicators (KPIs) to track the effectiveness of your lead generation efforts.
  2. Hire and train an in-house marketing team to focus on lead generation and conversion.
  3. Consider outsourcing certain marketing efforts to experts who specialize in lead generation. By implementing these strategies, businesses can fine-tune their lead generation efforts and achieve better results.

Key Performance Indicators (KPIs)

Key performance indicators (KPIs) are essential for measuring and optimizing lead generation efforts. By tracking metrics like customer satisfaction, website traffic, sales conversions, and more, businesses can gain valuable data-driven insights into their performance.

This information can help pinpoint areas that need improvement, set goals, and make informed decisions based on the available data.

Hiring and Training Your In-House Marketing Team

For businesses aiming to elevate their lead generation efforts, constructing and educating a proficient in-house marketing team is indispensable. This team should include:

  • A marketing manager
  • A content creator
  • A social media manager
  • A web designer
  • A copywriter

Each member of the team should have specialized skills and expertise.

By investing in the development of their sales and marketing teams, businesses can ensure that their marketing efforts are tailored to their specific needs and goals, ultimately driving more leads and sales.

Outsourcing Your Marketing and Lead Gen

An image showing a graph with an upward trend, representing the success of generated leads through outsourcing your marketing.

For businesses deficient in resources or expertise to handle these tasks in-house, outsourcing marketing and lead generation efforts can be a feasible alternative. By partnering with external companies or individuals, businesses can access specialized skills and expertise while saving time and money.

However, it’s essential to carefully research potential partners and maintain clear communication to ensure a successful outsourcing experience.


To sum up, both outsourcing and maintaining an in-house marketing team present advantages and disadvantages in the context of lead generation. While outsourcing can save money and provide access to specialized expertise, an in-house team offers more control and the ability to quickly adapt to market changes.

Ultimately, the decision will depend on the specific needs, goals, and resources of each business.


In conclusion, effective lead generation is crucial for the success of service-based businesses. By understanding the customer value journey, mastering buyer behavior, leveraging various marketing tools, and continuously measuring and optimizing efforts, businesses can unlock the secret to generating more leads and boosting their bottom line. The key is to stay adaptable, innovative, and focused on providing value to potential customers, ensuring a steady flow of high-quality leads that convert into loyal customers.

Frequently Asked Questions

What is generate leads?

Lead generation is the process of attracting potential customers through marketing efforts and collecting their contact information in order to create sales opportunities. It’s typically done online via a web form.

What is an example of generating leads?

Lead generation is the process of attracting prospects to your business and increasing their interest through nurturing, all with the end goal of converting them into a customer. An example of generating leads would be offering free ebooks in exchange for contact information like email addresses and names.

Where can I generate leads?

Social media, email marketing, discounts and coupons, conversations, and free content are all effective ways to generate leads. Take advantage of these tactics to get the results you need.

What are the key components of a successful lead generation strategy?

To create a successful lead generation strategy, understand the customer journey, target marketing efforts based on buyer behavior, and use various marketing tools.

How can I generate more leads for my service-based business?

To generate more leads for your service-based business, combine strategies such as LinkedIn marketing, content marketing, lead magnets, email marketing, video marketing, webinar marketing, SEO, PR and paid advertising to attract and engage potential customers.


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