Most small business owners worry constantly about not having enough leads.

And yet commonly they use less than 5 different lead generation tactics, are inconsistent in their application, and don’t regularly review or measure their success.

Not all lead generation activities are suitable for all businesses. A yoga studio in the inner east of Melbourne filled its classes in one hit with a postcard letterbox drop in their local area. It was a brilliant tactic for a discretionary, comparatively low cost consumer service. But if you’re selling a high value consumer or B2B product, a letterbox drop will probably give you a very low or no return.

Most businesses need multiple lead generation pathways
Different tactics work best for different products and services
Try a variety of lead generation activities, review and change what’s not working

Before you start something new to encourage leads, consider

• what are you selling
• how you would like to be perceived
• where are your ideal buyers
• what do they read
• what interests them
• what kind of message they are most likely to respond to?

The aim of all lead generation is to get the reader/listener to act. You want them to contact you, and ideally provide their email address, so you can begin to educate them about what you have to offer.

The aim is to grow your database, then communicate regularly

Making a sale is not about an instant response. Regular contact and provision of information is far more likely to lead to buying.

There are multiple possibilities for lead generation online, including social media, pay per click advertising and content marketing, and you should definitely explore and exploit these. However, you could be missing massive opportunities if you ignore the real world.

One or more of these could be ideal

1. Sales letters
   to key decision makers, followed up by a phone call
2. Classified advertisements
   in publications read by your ideal buyers
3. Catalogues in venues
   either geographically or target audience the same as you
4. Promotional brochures or flyers
   Distributed to a targeted area. Letterbox drop or Australia Post Unaddressed Mail
5. Direct Mail – addressed postcard or letter to a targeted list of recipients. Make sure you followup by phone within a week, and send at least 3. Repetition counts
6. Leaflet dispensers at targeted locations
   Local retailers, other businesses with similar customer bases
7. Telemarketing
   Get professional help with this
8. Printed Newsletters
   Have massive value if done monthly. Distribution through partners can be very successful.
9. Information Booklets
   Prove usefulness, credibility and expertise
10. Magazine and paper inserts
    Select carefully for target audience
11. Affiliate marketing
    Offer a free gift via an affiliate partner. Value add for them, list building for you
12. Joint ventures
    Partner with a business that sells to the same audience as you
13. Radio ads
    Repetition is key, but can be effective for the right business type. Better for consumer products and services
14. TV ads
    Require deep pockets!
15. Write a book
    Position yourself as an expert
16. Local radio interviews
    Position yourself as an expert
17. Become a speaker
    Position yourself as an expert
18. Press releases
19. Sponsorships
    Make sure the community is a good match to your likely buyers
20. Business cards
    Include a call to action on the reverse such as download this ebook, get this free gift, attend this event
21. Public relations (PR)
22. Offer a free trial or consultation
23. Organise an open day
24. Run an event
25. Create a branded give away e.g. calendars, mugs, pens
    with your URL
26. Write for the local newspaper
27. Send articles to clients – by post with a note attached
28. Advertise on buses, bill boards, cabs
29. Offer a finder’s fee
30. Car signage
31. Branded T-shirts
32. Cross-promote with other businesses
33. Create a contest
34. Direct mail
35. Post card promotions
36. Networking offline
    MeetUps, Business Breakfasts,
    Make sure you are able to introduce your business in a clear compelling way
37. Trade shows
38. Referral incentives
    Gift vouchers, reward events, free service
39. Cold calling
    in person in your local area
40. BNI, BOB, local business referral groups, Chambers of Commerce
41. Gift Vouchers
42. Bill boards
43. Community, service or sporting clubs

So there are lots of ways to attract attention and create a lead. Brainstorm what might work for your business, then test and measure. Remember, whatever you choose, ask them to do something. Even if that’s just including your URL so they can visit your website.