One of the more challenging aspects of running a service-based company is generating leads. There are a lot of techniques that have been used for decades that companies have tried, including cold calling, print distribution, trade shows, etc. Although these techniques might still work, using online platforms has become a popular choice for companies to use to generate leads in more recent years.
In today’s digital landscape, lead generation has evolved significantly with the rise of social media, search engines, and email marketing. Companies are now able to reach a global audience, attract leads with highly targeted advertising, and use data-driven insights to optimize their strategies. The shift towards online lead generation offers businesses a scalable, cost-effective way to connect with potential clients, and tools like Google Ads, Facebook Ads, and LinkedIn make it easier than ever to focus on the specific needs and preferences of your target audience. By integrating digital platforms into their lead generation efforts, companies can not only generate leads more efficiently but also nurture those leads through the entire sales funnel with automated email marketing campaigns, retargeting ads, and personalized landing pages.
Below are some of the strategies that will help you generate more leads online:
1. Embrace Multi-Channel Solutions
There isn’t one way that people use the Internet which also means there isn’t one platform that you should use exclusively.
Some people find companies by searching for their services and others get drawn in by a Facebook ad. Even drilling deeper, some people click on Google paid ads as they are the first thing they see on search results, while others ignore ads and scroll to organic search results.
To master online leads, you need to do a lot of tests and you need to utilize multiple channels to be effective. Some of the channels we have found to work to generate online leads include:
- Google (paid ads and organic)
- Social Media (Facebook, Instagram, LinkedIn for B2B, Twitter)
- Email Campaigns
- Online Directories (Homestars, Better Business Bureau, Yelp)
We have successfully generated thousands of leads each month for our windows and doors clients by combining a variety of digital marketing techniques, including Google Ads, SEO, and targeted social media campaigns. Our approach focuses on reaching high-intent audiences with precision, allowing us to consistently attract qualified leads. By optimizing campaigns through data-driven insights and continuously refining our strategies, we help businesses in this industry grow their customer base effectively. This strategy can be applied across various service-based industries to achieve similar success in lead generation.
Tip: When testing multiple lead generation channels, it’s essential to track and analyze the performance of each one using tools like Google Analytics or social media insights. Focus on refining the channels that deliver the best results, but don’t hesitate to experiment with new ones. Regularly reviewing your data will help you allocate your budget effectively and ensure you’re investing in the platforms that bring the highest-quality leads.
2. Separate Service Pages on your Website
If your business offers more than one type of service, it is always in your best interest to separate these services onto their own dedicated pages. Doing so not only allows you to better showcase each service but also improves your chances of ranking each one organically on search engines. Search engine optimization (SEO) is all about relevance, and when you combine multiple services on one page, it becomes difficult for search engines like Google to determine which keyword or phrase you’re aiming to rank for. Each service-specific page provides an opportunity to target precise, relevant keywords, making it easier for Google to match your content with user search queries.
Additionally, many of your competitors likely have their services broken down into individual pages, giving them a significant SEO advantage. By dedicating a page to each service, they can increase the relevance and focus of the content, allowing Google to better understand what that page is meant to rank for. As a result, Google is more likely to rank their pages higher than yours in search results because their pages are clearer and more optimized for specific services. Furthermore, separating services on individual pages allows you to write more detailed, relevant content that addresses user intent and answers their questions, leading to better user engagement and higher conversions.
Tip: When creating dedicated pages for each service, focus on writing unique, high-quality content that addresses user intent. Use targeted keywords naturally and include supporting elements like testimonials, FAQs, and case studies specific to that service. This not only improves your chances of ranking higher on search engines but also increases engagement and conversion rates by providing relevant information tailored to each service.
3. Online Contests
If you already have an online presence, hosting an online contest is a fantastic way to generate leads while also expanding your email list and social media followers. Contests tend to attract a lot of attention and engagement, especially if the prize is valuable to your target audience. Participants are often required to provide their contact information (such as an email address) or follow your social media accounts to enter, which helps you build a warm audience that’s already familiar with your brand.
To run an effective online contest, you need to develop a clear strategy that outlines who your target audience is and what you aim to achieve with the contest. Are you looking to generate leads for a specific service, build brand awareness, or grow your online community? The more specific your goals, the better you can tailor your contest to attract the right people. The prize you offer should be directly related to your business or services, ensuring that entrants are genuinely interested in what you offer rather than entering just for a generic prize.
If done properly, online contests allow you to tap into warm leads for your service, but they also give you an audience you can directly advertise to in the future. For instance, you can nurture these new contacts through targeted email marketing campaigns or social media ads, increasing the likelihood of conversions down the line. Additionally, contests can help build brand loyalty by fostering engagement and interaction with your followers, strengthening the relationship between your business and potential clients.
Tip: When creating your contest entry form, include qualifying questions that help identify participants who fit the criteria for your service. This not only helps you segment your audience, but also gives you the opportunity to ask those qualified leads if they’d like a quote or more information about your offerings. This proactive approach can immediately turn contest entrants into potential customers.
4. Create an Online Lead Funnel
An online lead funnel is a structured technique for guiding potential customers through the buying process, step-by-step. Rather than expecting visitors to convert right away, the funnel acknowledges that most buyers need multiple touch-points with your brand before making a final decision. These touch-points can include interactions with your social media posts, visiting your website, reading reviews, or receiving an email. Each stage of the funnel brings the user closer to a purchasing decision by gradually building trust and offering more relevant information along the way.
We’ve previously written about the buyer purchase decision process online, which dives deeper into this topic and explains the psychology behind how people make decisions. One of the most common mistakes businesses make when advertising online is trying to capture leads only at the final stage of the buying cycle, ignoring the earlier phases like awareness and consideration. This approach can be costly and ineffective, as potential customers may not be ready to make a decision yet, and you risk losing them to competitors who nurture them throughout the entire funnel.
Developing a well-thought-out lead generation funnel as part of your online strategy not only helps you capture leads at every stage of the buying journey but also saves you money in the long run. By targeting individuals who have already engaged with your brand, you can focus your advertising efforts on people who are genuinely interested, making your campaigns more cost-efficient. Over time, this precise targeting leads to higher-quality leads, better conversion rates, and a more sustainable, effective marketing strategy.
Tip: When building your lead generation funnel, create content tailored to each stage of the buyer’s journey. Use educational content for the awareness stage, detailed comparisons or case studies for the consideration stage, and compelling offers or testimonials at the decision stage. This approach nurtures leads at every point in the funnel, increasing the likelihood of conversion.
5. Produce Consistent and Relevant Content
This is more of a complementary technique to some of our other points as opposed to a technique that will directly generate leads. With that being said, it is still a crucial point in your long-term lead generation strategy.
In point number 4 we discussed creating a funnel to generate leads. The first stage in most lead generation funnels is bringing people into the funnel through addressing a need or answering a question. This is where having blogs, infographics and videos can help. As soon as a user engages with your content, you are now given the opportunity to either retarget or identify similar users that you can advertise to.
Having consistent and relevant content is also a crucial part of SEO, which will help boost your rankings, which will then help boost your leads.
Moreover, when potential buyers do research on your company, it is always a confidence booster to see that you know what you’re talking about through your content.
Tip: Use retargeting ads as part of your lead generation funnel to re-engage potential customers who didn’t convert initially. By showing them tailored content based on their previous interactions, you can keep your brand top-of-mind and gradually move them closer to making a decision.
Generating leads online is an essential part of growing your business, but it requires a strategic approach. From embracing multi-channel marketing to creating an effective lead funnel, businesses must adapt to the dynamic digital landscape to capture and nurture potential customers. By diversifying your lead generation efforts, optimizing your service pages, and ensuring you’re engaging users at every stage of the buying process, you can increase both the quantity and quality of your leads. Remember, it’s not just about driving traffic—it’s about building relationships and trust with your audience over time. The more targeted and thoughtful your strategy, the more effective and cost-efficient your lead generation efforts will become.
