Written by Why are you doing lead generation if you don’t need it?
I was recently asked this question, and I wasn’t sure how to answer it. Not because it was a difficult question, but more because I was resisting the urge to answer a question with a question.
Why wouldn’t I?
Unless the doors of entrepreneurship close tomorrow – or someone significantly changes the game of revenue and business – anyone and everyone will always need lead generation in place, even if it isn’t their primary means of bringing in new money.
In more ways than one, lead generation is how you stay relevant.
One of my worst habits in the past was going quiet on social media when I was inundated with work. Before you possibly fall down the rabbit hole of wondering why I didn’t just hire a social media manager, my engagement involves my knowledge. The majority of the time, it’s well-timed industry insight on software, policy, or troubleshooting that makes up my social media contribution. That’s something a social media manager may be able to do, but if they provide the wrong answer, it could potentially be a liability for my brand.
But I digress.
My point is that then – and now – I am one person. I am either here, there, or over there. Over the years, I’ve learned to find a balance or utilize resources that keep me in the game when I’m trapped in my inbox. But as the algorithm continues to change (gotta love that pesky algorithm), so does the need to engage. That means I continue to adapt and find a balance. When I approach my busier seasons, lead generation becomes my best solution for being a resource to others while also remaining an accessible asset to my clients.
So what type of lead generation can you do?
There are so many types of lead generation options out there – find what works and speaks to you. For instance, blogging takes me forever because:
- I have to be inspired, and
- I have a tendency to be long-winded (sorry, not sorry).
Because of that, it takes me at least two hours to type, edit, and post a blog. Case in point: I am currently on a treadmill at the gym writing this one. Score one for multitasking!
I also refuse to allow AI into my blogging, but for those who don’t mind, allowing AI to write your blogs – or doing a human/AI combo – can be a great way to generate resources. It can help you gain organic traffic, repurpose content for social media, or pull important points to create a one-page resource list, checklist, or guide and place it behind a squeeze page.
Other forms of lead generation include:
- Quizzes
- Webinars (pre-recorded but presented as live)
- Video tutorials or short courses
- Resource libraries
- Social media engagement (many groups do Tip Tuesday, which allows you to show off your expertise) with a call to action for more
- Social media posts connected to comment triggers (Manychat for the win!)
- Video shorts (YouTube, TikTok, or IG Reels) with a call to action to comment for more or visit a link
- Guest blogging
- Podcast guesting
- Collaborations (email cross-promotion with a single business or inclusion in a bundle offer)
- Pop-ups (either on initial visit or upon exit if no action is taken)
- Abandoned cart funnels that move prospects into a nurturing campaign if they do not purchase
- Speaking engagements (either in person or via IG/Facebook Live – alone or with a guest)
- Refer-a-friend programs for new offers
All of the above have either been tried within my own business, or I’ve set them up – or been aware of them being done – by a client of mine.
Personally, the most effective for me has been email collaboration through bundle offers. That said, way back when, I agreed to be interviewed for one of my client’s fall expert series and couldn’t believe the number of inquiries that came from it. My poor little introvert, minor-social-anxiety heart said “never again,” but it was worth experiencing at least once.
I also had another client ask me to do a hot seat for their private Facebook group. The original request was for a presentation, which I respectfully declined. While the outcome wasn’t the same, it still created an opportunity to help small business owners by answering the questions they needed so they could continue supporting their own growth efforts.
No matter what, the name of the game is staying relevant. Once upon a time, being an entrepreneur was a unique experience that only the worthy set out to conquer. Nowadays, we are a dime a dozen – and more than likely, by the time I post this, hundreds more will have purchased their domain to start their own independent journey. For that reason alone, staying in front of your target audience is more important than ever.
The best thing about lead generation content is that it has the potential to be evergreen, depending on the topic. Obviously, a checklist or guide about Google+ would be obsolete at this point, but a guide on finding your ideal client or target audience is just as relevant today as it was five years ago. And you can always tweak it without having to rebuild your entire funnel.
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