Generating leads can be a lengthy process. It requires dedication to identify, attract and nurture leads into clients. Although lead generation takes time, it’s one of the best ways to achieve visibility, capture attention and establish trust with a specific group of people. When you engage with high-quality prospects, you can set yourself up for more high-value customers.

There’s no one way to generate leads, but there are some tried-and-true strategies that work. Chris Leach, the founder of 310 Creative, has put together a list of some of the most effective lead-generation strategies. We share his insight in this issue of Promotional Consultant Today.

Email marketing. Your email list is an incredibly valuable tool. This is because email marketing is one of the best lead generation components, Leach says. When you get someone’s email, you can reach them with fine-tuned messaging. And whether you send them a newsletter or an email, you can gather the data on who opened the message and who took actions such as clicking a link.

Content marketing. Content comes in many different forms, from blogs and infographics to videos and reports. Leach explains that content marketing is primarily based on the principle of giving something to prospective (and existing) clients for nothing in return (in most cases). Content marketing through social media is a powerful means for gaining contact details that can be used for remarketing later, he adds.

Search marketing. Why reach out to people and go through all the problem of seeking to maintain their attention with your sales playbook and email sequences when you can find out what phrases your prospects are searching for in their awareness stage of the buyer's journey and then create content for that niche topic, Leach asks.

Social media marketing. Social media is a great lead-generation tool at the top of the funnel. Wondering what to share? Leach suggests looking at your competitors and see what gets the most engagement on their social platforms. This can give you insight into what type of content prospective clients find most useful.

Collaboration. As a tool for connecting with potential collaborators, suppliers and clients, LinkedIn is an excellent B2B social media platform, Leach says. There are many opportunities to enhance lead generation interactions with prospects through referrals, remarks, recommendations or answering questions. In the proper context, a private message to somebody you have engaged with can quite possibly lead to a new client.

Lead generation isn’t about sending massive email blasts and pushing people into buying. Instead, it’s about getting potential buyers interested in what you can do for them and then gradually moving them through the pipeline to become paying clients. From email marketing to social media marketing, there are many routes to take when it comes to engaging prospects. Try a few of the ideas above and see what works best for your team.

Source: Chris Leach is the founder of 310 Creative, a Los Angeles-based growth agency.