Lead generation is critical for business success. Without it, you’re left with great ideas and no customers. The best lead generation examples, on the other hand, can help you drive valuable prospects to your business.
There’s no single best lead generation approach, as every business is unique. Keep this in mind as you look over the following best lead generation examples. Think about your current pain points, your audience, and available resources, and choose lead gen examples that check the right boxes!
Contents
- Ebooks and white papers
- Long-tail SEO
- Online quizzes
- Free demos or trials
- Infographics
- Interactive tools
- Webinars
- Newsletters
- Website chat
- Search ads
- Social media marketing
🚀 We’re just getting started! Download The Definitive Guide to Lead Generation: 25 Ideas (+Tips and Examples).
11 lead generation examples to help grow your business
It’s easy to find one or two methods that attract new customers and stick with them. But sometimes, you need to think outside the box to grow beyond your current trajectory. These lead-generation ideas and examples will help you do it.
1. Ebooks and white papers
Ebooks and white papers are both great ways to drive leads because you’re offering valuable information for your prospects’ contact details. You’re also showcasing your knowledge, which will help build trust in your brand. Once someone downloads the asset and gives their address, you can engage the new lead with email marketing.
The line between ebooks and white papers is constantly blurred. But in general, an ebook is usually an in-depth how-to guide—like a long blog post that covers a topic in-depth.
White papers are usually backed by research and data. They may cover more technical or detailed topics.
This book on natural lawn care is a good example.
Notice that the business even charges a fee for it. Usually, just asking for an email address is enough.
Best practices
Whether you’re going with a white paper or ebook, you want to make sure you’re giving out quality information in exchange for an email. This builds brand loyalty and generates leads in the process.
There are a few things to keep in mind to make sure your ebook or white paper shines:
- Focus on real pain points your customers feel.
- Include expert quotes and advice to make it more human and valuable.
- If possible, include proprietary data to make it unique so other websites are more willing to backlink to it.
Once you’ve made your ebook or white paper, shout it from the rooftops. Promote it in your blogs and social media feeds. Also, create a flashy, actionable landing page for it to live on. If it doesn’t perform well, go back to the drawing board and look for ways to add further value.
2. Long-tail SEO
In this lead generation example, you’ll create web pages and blog posts targeting long-tail keywords—multi-word search phrases people use to find specific solutions.
Unlike shorter, high-volume keywords, people who search for long-tail terms often have a higher buying intent. If someone searches for “what’s the best mattress for people with lower-back injuries,” they’re looking for a specific type of product, not just general better sleep solutions. This makes them ideal for blog posts that pitch your product as a solution to a problem.
For example, when searching for “the best baby carrier for newborns,” you’ll see a result from Home and On the Way, a small business run by a Montessori parent. The blog is informative and not a direct sales page, but it includes product recommendations from the brand. That’ll drive high-intent traffic (aka, leads) to the business’ website.
Best practices
Long-tail SEO is a different game from high-volume, shorter terms. Make sure you’re getting as much value as possible by following these best practices:
- Focus on lead generation, not high traffic, since many long-tail keywords don’t get millions of searches. But the people who search are more likely to buy.
- Aim for long-tail terms with lower competition so you have a better chance of ranking for them.
- Check out Google’s “People also ask” section for long-tail ideas.
- Optimize your long-tail blog posts for search.
- Link to your long-tail pieces in other blog posts and add links to your ebooks to keep people engaged with your website longer.
Pages optimized for long-tail keywords may not deliver high-traffic numbers like high-volume ones. However, the people who come to your website will be much more likely to become leads since they’re looking for specific solutions you provide.
💡 Finding the right keywords can be tough. Get The Complete Guide to Local Keywords to make it easier.
3. Online quizzes
Online quizzes or surveys are a great way to entertain and entice your audience and a stellar way to snag some email info and generate leads.
Depending on your industry, quizzes can take numerous forms. If it makes sense for your audience, they can be playful and fun while still having a product angle. But, if you have a more serious audience or brand, they can still be engaging.
For example, if you have a playful brand that sells plant seeds, you could have a quiz about what kind of gardener someone is. On the other hand, if your audience or brand is more serious, you could create a survey that helps people determine what kind of soil they have.
In either case, you can conclude that survey with a prompt to input your email for results and then include a pitch for your products in a follow-up email.
Best practices
Quizzes aren’t all fun and games. Some foundational work and research goes into making sure they’re worth your time and your audience’s. Use these tips to help:
- Make sure the quiz matches your audience and brand. You don’t want to overdo the playful tone or be overly serious.
- Keep questions and responses short and clear.
- Give people the option to share their results on social media easily so you get some extra reach.
Lastly, don’t forget to include some kind of product angle. Your quizzes should be entertaining, but they should also help your brand work toward the goal of generating more leads.
4. Free demos or trials
Free demos or trials of your product or service serve multiple purposes. First, they allow prospective customers to see if they like your solution without throwing down any money first. Second, demos and trials help you gather contact information from new leads.
Best practices
Demos and trials are fairly straightforward. They offer a sample of your product, show off what you do, and hopefully get people hooked. Still, there are a few things to keep in mind when putting together a trial or demo:
- Make sure your demo or trial page features testimonials, screenshots, and other elements to encourage people to sign up.
- Clearly state what people get in exchange for their email on your demo or trial page.
While you’re giving away a sample of your service, you’re still asking for a time commitment and the visitor’s information. You have to make it worth their while and convince them, and this ultimately rests on your demo or trial page.
5. Infographics
Infographics are a visual way to convey information, whether high-level and top of the funnel or complex and further down the funnel.
You can use infographics as a form of lead gen in one of two ways:
- Make your infographic a lead magnet (put it behind a signup gate) and hope people put in their email for the graphic. But, this is less common and not likely to yield results.
- Feature an infographic on a blog post that covers a similar topic, then include a call to action that drives people to a lead-generation landing page.
Typically, the second route is the way to go. It’s what people expect, and it builds good faith between your brand and your audience.
Topeka Landscaping provides a great example of an infographic, as it’s packed with information, features branded colors, and builds awareness with its logo in the first panel.
Best practices
There’s no one-size-fits-all approach to infographics. Instead, keep the following points in mind when deciding how you want your infographic to take shape:
- Pick a topic that lends itself to visuals, like a workflow, checklist, or list of statistics.
- Outline your infographic before designing it, and ensure it’s not too long.
- Ensure the infographic is on-brand with your colors, font, and messaging.
- At the end, provide a clear call to action to visit your website, book an appointment, or engage in other lead-generating activities.
- Chop up the infographic into smaller pieces and share it all over social media to get the most use out of it.
Infographics can take a nice chunk of time and resources, but they can yield great results. They also appeal to an audience that prefers visuals over heavy text or video. Start with something simple, see how it performs, and go from there.
6. Interactive tools
Interactive tools, like estimators or calculators, can set you apart from competitors while delivering value to your audience. And these tools can be a great form of lead generation.
Interactive tools vary greatly, especially depending on your business. For instance, if your handyman business does interior painting, you could offer a “paint estimator” that calculates how much paint a house will need.
This lead generation example works wonders because it’s a truly helpful resource for your followers, so people will be happy to register to use it.
Best practices
Interactive tools are pretty nuanced, both technically and in presentation. The following tips can help you have as smooth a launch as possible.
- Find an existing framework, if possible, so you don’t have to develop a tool from scratch.
- Make sure your tool is intuitive and easy for users to access and use.
- Test, reiterate, and test again before launching your tool.
- Include a lead-gathering method like requiring an email to use it or prompting users to contact you to talk about the results.
Again, interactive tools aren’t a walk in the park. But, when done well, they offer you a chance to drive leads and set yourself apart from the pack.
7. Webinars
Webinars give you a chance to host a professional discussion around a topic of interest to your audience. They also open the door to inviting special guests, which can help you network and further expand your reach.
Hunter, an alignment, tire, and wheel engineering company, has an excellent example of this lead-generation technique. The business partnered with another brand called Shop Owner Tire Review to produce a webinar on inspections and wheel alignment.
Partner marketing like this spreads the work across two teams and allows both brands to access each other’s audience.
Best of all, people expect to sign up for a webinar with their name and email address and, in some cases, their job title as well. All of this makes webinars a natural way to get lead info and start the conversation.
Best practices
Webinars can be naturally engaging, as you have speakers and visuals that people will connect with. Here are a few ways to get the most out of your lead-generation webinars:
- Know which market you’re targeting.
- Stay focused on a specific topic so people get what they came for.
- Engage your audience by involving them in the chat and asking questions.
- Invite interesting, relevant guests to mix things up, and ask them to share the webinar in their networks.
Once you’ve put together your first webinar, put the pedal to the floor on promotions. Make sure you leave at least a month to promote, if not longer. The last thing you want is a guest speaker and no attendees.
8. Newsletters
Newsletters work as a lead generation tactic much the same way ebooks do. You’re promising valuable information in exchange for someone’s contact details. Where newsletters have the advantage is that they let you continue to engage your leads and customers for a long time.
The best part is that newsletters are cheap and easy to produce. Just share your knowledge, and people will follow.
Best practices
Newsletters are a great lead-generation strategy, but you’ll need to do a few things to make sure yours doesn’t get lost in crowded inboxes. For example:
- Always deliver what you promise, including the newsletter frequency and content.
- Let people know if you change something, like making it weekly instead of monthly.
- Promote your newsletter every chance you get on social media and in blog posts.
- Give people a clear way to unsubscribe.
Email marketing is an entire industry. Take things slowly, start small, and don’t be afraid to go back to the drawing board when things don’t work.
9. Website chat
Website chat, whether driven by humans or an AI chatbot, can be a uniquely personal way to drive leads while serving your audience.
Website chat allows you to answer customer questions, serve up the right content, and even respond to product-related queries. Modern chatbots can also collect contact info, allowing you to collect leads even while you sleep.
Best practices
Chat is all about offering human responses. While mistakes can and will happen, many are avoidable, especially if you follow these best practices:
- Collect contact details whenever appropriate so your team can follow up.
- Track essential metrics, including first response time (FTR), first contact resolution (FCR), and the number of chats people enter.
- Collect feedback at the end of each chat session to learn how to make them better.
People are beginning to expect instant answers. Give them what they want with an always-on chat option.
10. Search ads
Google Ads, also known as paid search or pay-per-click ads, allow you to pay to feature a text-based or visual ad for your business on Google and sites in the Google Display Network. For the record, that’s more than 2 million sites.
While search ads can be expensive, they also allow for customizable spending and budgets. This lets you keep costs under control while still benefiting.
With search ads, you can drive traffic straight to a chosen page, including lead-gen pages like demos, trials, and premium content. And, of course, there’s the added benefit of building brand awareness while people search for things relevant to your business.
Best practices
Search ads are intimidating to many small businesses, as they can get expensive. The following best practices can help you keep costs under control while still drawing in leads:
- Start with a small PPC budget, test copy and offers, then increase your spending for the ones that provide the best return.
- Revisit keywords frequently, updating the ones you target as behavior changes.
- Write ad copy that differentiates your brand and makes your offers stand out.
Spend a little time learning how to target search ads. Once you get the hang of it, you’ll be able to generate leads from very specific niche audiences.
11. Social media marketing
Our final lead generation example is also one of the most valuable and versatile. That’s because social media marketing covers both paid ads on social media platforms and the organic content you post on your feeds. Combined, the two strategies can engage huge new audiences, bringing direct leads to your website.
Social media ads can help you capture audience attention in competitive spaces like search ads. And social media marketing, while a longer game, can help you capture similar attention with a much better ROI over time.
Boredwalk, an online retailer of clothing and various gifts, has done a great job with its social media marketing over the years. Leaning into their witty tone, their posts blur the lines between marketing and comedy. They also frequently feature customers who tag them while wearing their merch (user-generated content), encouraging people to engage. It also adds a nice dash of social proof.
Best practices
Social media marketing and advertising are big lead-generation strategies that can take several directions. Here are a few tips to get you started:
- Start with a small budget and focus on testing the waters like you did with search ads.
- Tweak your copy and approach depending on the social platform, as your audiences and expectations on each can vary.
- Take advantage of platform-specific ad formats, like Instagram’s Story Ads or Facebook carousels.
Social media marketing, like email marketing and SEO, takes time to build momentum. Your paid ads will accelerate lead generation while you build your organic presence on social media platforms. Over time, you may be able to reduce your ad spending as people find your brand organically.
Pick the best lead generation examples for your business
There’s no single “best” way to generate leads. That’s the fun part. You can try several tactics, see which you enjoy managing, and test which delivers the best return. You’ll find your perfect recipe for long-term lead-gen success as you go.
And when you need a little boost, contact us. We’ll show you how we can help increase the number of leads you get and decrease the cost of each one.
