Lead Generation Strategies: A Guide for Businesses and Agencies

flush though referrals and reviews are often the most meaning source of new leads for local agencies, moderate generation is precisely as all-important for business growth. Without qualified leads, the effectiveness of your sales team is stunted, and it becomes extremely unmanageable to nurture and convert new prospects. consequently, it ’ mho vital for agencies to know how to generate leads and set up a system of constant lead menstruation. In this article, we will explain the numerous strategies that your representation can put in invest, and ensure that you ’ re not missing out on this invaluable informant of electric potential customers .

According to our 2020 State of Content Marketing report, generating quality leads is the precedence goal for 79 % of businesses in 2021. In addition, over one-half of the agencies surveyed say that their biggest contentedness market challenge is creating content for this aim.

On their own, these figures illustrate merely how crusade leash genesis is for agencies. But when you besides consider that 68 % of businesses struggle with lead coevals, the need to have an effective scheme in place is apparent .

How Does Lead Generation Work?

In most cases, run coevals is a march that operates within the model of a define funnel. For agencies, this involves several core elements : getting traffic to your web site ( learning ), or leave capture, and then convincing that traffic to give you their contact information ( employment ) .img-semblogHow to generate leads Of course, there are numerous ways to attract dealings, such as :

  • Search Engine Marketing (SEM) 
  • Search Engine Optimization (SEO)
  • Social media
  • Display Ads
  • Offline events
  • And more

There are besides enough of ways to get person ’ s contact data, excessively, although you will need to offer something in return. This compensation of users for their personal information is called a lead magnet and can take the form of :

  • Surveys
  • Quizzes
  • Free trials
  • Webinars and podcasts
  • Landing pages
  • Discounts
  • Services (such as a free audit, review, or quote)

once you have used one of these ( or early ) approaches to secure the visitor ’ s contact information, you can then move them to the adjacent phase of the funnel — go scoring. As you grow and the number of prospects increases, you can automate this separate of the process. If your run scores high adequate, it can then be deemed a marketing qualified lead (MQL). This means the person is interested enough to have engaged with your selling processes but is not quite ready to buy. At this sharpen, the head will be passed onto your sales team and nurtured through the end of the funnel to finally become a paying customer .

Lead Generation Strategies for Marketing Agencies

What, then, are some of the best strategies that B2B market agencies can adopt to generate these leads ? hera are some of the most effective methods :

1. Social Media

The direct, connection nature of social media makes it well suited to — and, arguably, underrated for — lead generation activities, both organic and paid, particularly if you are active agent on the right platforms. LinkedIn, Twitter, and Facebook can be peculiarly beneficial in this attentiveness, and can all be managed using Semrush ’ s social media toolkit. here ’ s why they are indeed effective :


possibly the most outstanding channel for identifying and targeting decision-makers is LinkedIn. According to the company itself, four out of five users on the platform drive business decisions at their party, making it a prolific crunch for lead generation. While you can search for and contact these individuals directly, of course, it ’ second less time-consuming and more effective to leverage the Lead Gen Forms joyride. Rather than directing people away from the chopine to an external shape page, these ads autofill the drug user ’ second touch details there and then as part of the interface. This reduces sign-up friction, making the whole summons more commodious for your potential leads .Lead Gen Forms by LinkedIn for lead generationLead Gen Forms by LinkedIn example In December 2020, the platform besides released the Product Pages feature of speech, which allows you to gather referrals and reviews on your products and services, and incorporate a custom CTA such as a show request or contact sales class. LinkedIn is no longer “ good ” a bona fide recruitment tool, either. The platform now has 15x more subject impressions than problem postings, meaning users are actively engaging with — and educating themselves about — early companies in their diligence. To learn more, check out our video on how to generate high-quality leads on LinkedIn .Youtube video thumbnail

Twitter Ads

Like LinkedIn, Twitter is a social media behemoth that offers both significant reach and heavily customized target. In the past, marketers could take advantage of pre-filled forms thanks to Twitter ’ randomness Lead Generation Cards, but these were phased out in 2016 and replaced with a unharmed ecosystem of commercialize and lead genesis capabilities under the umbrella of Twitter Business. It ’ s still a capital stead to generate leads, though, peculiarly if you use the platform ’ mho Cards or Carousels options. Depending on your sector, it can besides be an effective way to target decision-makers and key industry figures .

Facebook Ads

As an means, you might think that Facebook is reserved equitable for B2C contribute generation, but it can besides be a potent strategy for B2B marketing campaigns, excessively. Facebook ’ s Lead Ads were created for this purpose and work in a similar manner to LinkedIn ’ sulfur Lead Gen Forms and can be used to offer a multitude of leash magnets, including :

  • Newsletter sign-ups
  • Interest generation forms
  • Deals, coupons, or other offers
  • Product tests and/or demos

Facebook Lead Ads for lead generationFacebook Lead Ads example As with regular Facebook Ads, the primary coil value of this border on is the targeting capabilities of Facebook itself ; after all, B2B decision-makers are still people. You can customize your prey consultation, creative assets, and marketing budget adenine finely as you want, while the chopine ’ s 1.8 billion-strong daily active drug user foundation talk for itself. Find out how Semrush can help you manage your Facebook Ads campaigns .

2. Pay-Per-Click (PPC)

Google Search Ads are another effective room to generate highly target leads. however, there are a batch of factors to account for to achieve a successful return on this approach :

  • Your ad copy needs to be engaging, which often requires testing and optimization.
  • Your keyword research needs to be thorough. Every click is going to cost you money, so you need to ensure that user intent is accurate. Semrush’s PPC Keyword Tool can help with this.
  • Your bid strategy also needs to be planned out, or you will burn through your budget.
  • Your landing page and creatives need to be engaging and convey the value of what you’re offering in exchange for the sign-up.

3. Local Media Ads and Listings

If your agency has a local anesthetic or regional concenter, or you specialize in traditional or offline market, then local media advertisements and listings are another capital lead generation scheme. This can involve :

  • Seeking exposure in local publications (online or offline) through sponsored content, paid advertising, or even as a go-to expert.
  • Getting listed in relevant directories.
  • Focusing on local SEO and ensuring that your Google My Business (GMB) listing is accurate and up to date.

You can manage your Google My Business information and local listings more effectively by using Semrush ’ s Listing Management tool .

4. SEO

SEO is arguably the cheapest and most dependable means to generate leads but, as with pay ads, it requires a fortune of delicacy on your region. This approach depends heavily on the timbre of your contentedness, excessively, specially if you are targeting niche markets ( our marketplace platform can provide you with industry-specific writers for this function ). It can besides take time to see the fruits of your labor. That said, once your contentedness is ranking, it can generate leads mighty around the clock — and at no ongoing monetary value to your representation. far read : How to Get More SEO Clients

5. Listings in Agency Directories

This method acting is frequently overlook, but it can yield a lot of achiever in terms of lead generation. By establishing a presence across multiple directories, you will be able to increase visibility, build a reputation, and generate an inflow of leads that will deliver that all-important tax income to support and grow your agency. There are several types of agency directories that you can apply to be listed upon, including :

  • Technology partner directories.
  • Work showcase and award directories.
  • Third-party directories and review sites.

Of course, you can besides get listed on Semrush ’ s own agency partner directory, which gives your means exposure to over 6 million marketers, angstrom well as branded recognition as an official Semrush collaborator. Besides the Semrush partnership, you get extra features in the Agency Growth Kit like outright customer director and advanced report options for your agency ‘s growth .Lead generation with agency directories

How to Optimize Your Listing Profile

  • Use relevant keywords that address your services or specific market verticals. 
  • Ensure that all of your information remains accurate and up to date. 
  • Give as much information as possible for each directory.

6. Marketing Contract Aggregators

There are many public and individual contract aggregators on the market where you can find suitable tendering opportunities and win new companies as clients. It can be more labor-intensive to get leads in this duct than in others due to high requirements and a big number of needed documents, but through tenders, you can receive actually large contracts and influential clients .

7. Influencers

Influencer selling has become a enormously popular scheme in holocene years, particularly among younger B2C segments. But it can besides be an effective conduct generation strategy for agencies, besides. The key is to work with the right influencers. According to a 2021 study by DemandGen, 40 % of the B2B executives surveyed claimed that they put vehemence on consuming credible message from diligence influencers. These could be speakers at trade events, industry journal contributors, or any other relevant, authoritative media personalities in your sector. once you have identified suitable individuals to work with ( and if their audience is relevant to your goals ), you should then try to engage with them and convince them of the value that your means provides. Semrush ’ second Brand Monitoring creature is an excellent room to discover relevant influencers in your diligence .

8. Referrals

As mentioned, referrals are an excellent way to generate leads indirectly, as reputation can hold a bunch of sway in industry circles. To drive lead generation this way, it ’ sulfur all-important to build relationships and develop courtly and informal partnerships with upriver overhaul providers, other agencies ( that are not calculate competitors ), and recess partners .

9. Webinars

Hosting your own webinar is an excellent way to build your assurance and credibility, and to establish your means as a think leader. They are a great room to collect leads, as an invitation to the webinar itself can be used as a lead magnet, and are a great opportunity to build relationships with key figures in your industry by inviting them on as guests. indeed, according to DemandGen, webinars are now the prefer contented format ( alongside eBooks ) for B2B executives — particularly at the early and middle stages of the sales funnel. This besides applies if you are appearing on person else ’ s webinar, excessively, such as for an diligence body or media issue. After all, the attendees of the webinar are already going to be matter to in the topics you are covering, making them excellent prospects for your means. You will probably be given an opportunity at the end of the webinar to advertise your web site and social media handles, allowing you to continue the conversation elsewhere .

10. Video Marketing

Video marketing has grown in prominence in holocene years ; according to a 2021 survey by video market agency Wyzowl, 86 % of businesses now use it as a marketing tool, astir from precisely 61 % in 2016. interestingly, 84 % of those companies besides claim that video has helped them generate leads, which would suggest that it ’ second surely an effective strategy for this function. therefore, if you haven ’ thyroxine already, you should consider creating a YouTube channel for your market means. You shouldn ’ metric ton just post videos for the sake of it, though. guarantee that the clips you create provoke emotion and speak directly to your prey clients ’ market problems .

11. Blogging

Maintaining an active blog is one of the most effective ways to generate organic web site traffic and, therefore, raw leads for your agency. The rationality for this is bare : it still works. According to a recent study by Orbit Media Studios, over 50 % of organizations claim that their web log is delivering “ strong commercialize results ” — particularly those that :

  • write 2000+ word posts;
  • make significant use of visuals;
  • work with editors;
  • collaborate with influencers by getting contributor quotes.

And while B2B web log posts tend to be more research-heavy, Brian Dean argues that they should still be engaging and accessible to the decision-makers that read them. To get a better understand of what constitutes successful contentedness, check out our Anatomy of Top Performing Articles. It ’ mho besides worth considering that there is frequently a tradeoff to be found between the time spend creating in-depth, long-form posts, and the frequency with which your representation should be publishing them. Our message Marketing toolkit can help you save time researching topics and writing SEO-friendly web log posts. further reading : 4 Easy Content Hacks for Effective Lead Generation

12. Client Rewards

Incentivizing and rewarding your clients for referrals and reviews is another lead generation tactic that can be effective. As already mentioned, brand reputation can be a significant long-run achiever factor, particularly within diligence circles, and personal recommendations from credible industry figures can go a long way. Likewise, well reviews — particularly personal testimonies — act as social proof for decision-makers. Of course, organic reviews and referrals are the optimum end finish in this gaze, but you can accelerate the process by setting up a formal referral dodge for your existing clients. Product and serve discounts are a good place to start, as is access to premium services, although you shouldn ’ triiodothyronine be afraid to think outside the box .

13. eBooks

As mentioned, eBooks are one of the most popular lead magnets for agencies because their rate is measured by the horizontal surface of insight, cognition, and assurance within them. As a consequence, they are an attractive “ free ” merchandise for potential leads. They besides add respect to your gate content, which is an crucial retainer for spark advance genesis. While other forms of contentedness – such as web log posts, videos, and infographics — can be leveraged for lead generation, they are generally used for top-of-the-funnel post awareness and visibility. eBooks go a set deeper and are an excellent way to provide the kind of in-depth information that many decision-makers are probably to be looking for. To learn more, check out our extensive guidebook on how to write an eBook, including free templates. Leaving comments on other blogs is a capital way to start the spark advance generation process, peculiarly if the audience of those blogs is aligned with yours. It ’ sulfur vital, however, that your gloss provides prize. The intent should merely be to provide information, penetration, or advice to help people, which means giving a unique position, providing some relevant figures, or using your professional expertness to answer a particular interrogate. Don ’ t self-promote, either. Of course, you can leave your agency ’ sulfur name so that people know where to reach out to you, but if you ’ re explicitly attempting to push your clientele without adding anything utilitarian to the conversation, then your comment will probable be marked as spam and removed .

15. Facebook Groups

Creating a Facebook group is an excellent way to engage with potential leads, avail people solve their problems, and create conversations around key topics. You can besides use the group itself as a platform to promote the early strategies on this list. By playing on a smell of exclusivity, you can encourage people to join your group, and then gather key contact information from them during the group sign-up serve. You can even tie the promotion of your group into your lead Ads campaigns .

Community Groups

Community groups are like to Facebook groups, with the key difference being that they transcend just one chopine. They are broader in telescope, giving your agency a opportunity to potentially engage in charity work, NGO projects, and early similar activities. From a lead genesis position, they are besides capital for occupation network ( in both a digital and traditional sense ) .

16. Industry Events and Trade Shows

Speaking of traditional network, there are hush enough of opportunities to generate leads the “ antique ” way at conferences, seminars, and early industry events. To fully make the most out of this strategy, though, you should aim to create your own events ampere well as participate actively in others ’. You can organize your own meet-ups, dinners, and award ceremonies, for case, and extend invitations to the kinds of decision-makers you would like to build relationships with .

17. Joining Your Local Chamber of Commerce

This can depend on your physical location, but, if potential, becoming a member of your local department of commerce bedroom can be an excellent — and frequently overlooked — way to generate leads. membership can help to facilitate many of the strategies already on this list, such as network, customer referrals, and diligence events, but besides has extra benefits such as increase credibility and visibility for your means. The free use of your tools can be a enormously effective lead magnet, either under the guise of a time-limited trial or as a erstwhile offer. There are batch of capabilities that you, as a market agency, can offer, besides, such as a free audit of a prospect ’ sulfur web site ( or elements of it ). Semrush ’ s Lead Generation Tool — separate of our Management toolkit — is an excellent example of this, and is a appliance that you can use on your own commercialize collateral to start generating viable leads .

19. Marketing Automation

As with many sectors, automation is an increasingly democratic scheme for agencies. It lends itself absolutely to the data-heavy nature of digital marketing and has the add profit of saving you time and resources. Of course, you ’ ll need to acquire the right CRM software, create relevant workflows, and then fine-tune them. once you ’ re up and track, though, there are numerous channels that are automation-friendly such as :


Email commercialize is perfect for automation because the air of emails can be triggered when a leave takes a particular natural process. Drip run campaigns are particularly effective for creating leads as they allow you to build relationships, ampere well as repeatedly expose your brand .


Chatbots are another relatively modern tool that can automate much of your conduct generation activeness, specially given the late rapid technological advancements in this area. Chatbots can be used to interact with and engage leads on several high-profile platforms ( such as your web site and your social media pages ), and act as a form of triage depending on the customer queries you receive. It ’ second deserving remembering that automation can lone take you then far ; at some detail, you will need to interact with your electric potential leads immediately. At the higher end of the funnel, however, automation can be a highly efficient method. Check how Semrush can help your commercialize automation efforts .

Inbound vs. Outbound Lead Generation Strategies

many of the strategies listed above are examples of inbound head coevals, thus does that mean you should discard outbound ? Of course, the answer to this depends on a variety show of factors, such as your budget, resources, and business objectives ; there are quantifiable pros and cons for each approach. One thing you should stay away from, though, is buying leads .img-semblogLead generation: inbound and outbound strategies Inbound lead generation is all about establishing your trade name and positioning yourself in the conversation as a viable solution. When you buy lead lists, you bypass this work. This means that you are then approaching prospects who have no cognition or understanding of your agency, and may have no pastime in doing clientele with you. Unsurprisingly, this results in a identical low ROI. There are besides ethical and legal issues when buying leads, but the biggest circumstance is that you want any relationships with potential customers to be built on believe .

Qualifying Your Leads

Before you can adopt a strategy for your representation, you need a process in position that will enable you to qualify any leads you attract. This is important because it allows you to identify if a particular lead is worth the time and resource investment of your sales team. According to Business2Community, 61 % of marketers send all their leads immediately to sales without qualifying them first, making their occupation much hard. On the throw side of that, lead qualification besides helps you to avoid missing out on feasible prospects, with 67 % of lost sales as a result of leads not being qualified properly. As a result, a solid and well-structured qualification model is crucial. To conduct this process, you should follow these steps : 1. Define your ideal customer. This means that you need to :

  • Create a buyer persona.
  • Identify three existing ideal customers and review what their key problems were when they came to you (this will help you to identify why they chose you). Identify which sources your highest-value customers come from.
  • During this process, consider size and location, too, as well as: the ideal use case of your services; how literate the lead is likely to be with your product (or similar products); and the kind of ecosystem they are involved in. Once you are done, you should upload this information into your chosen CRM tool.

2. Create a scoring system. In order to quantify how “ promise ” a conduct is, it ’ randomness common practice to assign each one a lead sexual conquest — normally a define numeral value. There are numerous qualification frameworks available that can help you with this. 3. Start the nurturing process. Send the leads that seduce well to your sales team then that they can follow up. It ’ s a good mind to set a minimum score threshold for these leads .

How To Create a Lead Generation Campaign for Your Agency

once you have defined a direction to qualify your leads, and you have identified the best strategies, you can start your leave generation campaign .img-semblogCreating a lead generation campaign for agencies here are the nine key steps you should follow :

  1. Define your target audience.
  2. Set your campaign goals. You should be specific here; look back at your past performance to finetune your expectations and your objectives.*
  3. Identify what your lead magnet will be and create your offer.
  4. Build your landing page and sign-up form.
  5. Build your “thank you” page and kick-back email.
  6. Integrate the campaign into your lead generation software. You can use remarketing tools, CRM software, and/or email marketing software.
  7. Test your campaign.
  8. Drive traffic to your page.
  9. Analyze and optimize your lead generation processes (see below).

* Determining the value of your modal customer will help you to identify how many leads you need from that campaign to hit your sales goals .

From there, you can calculate how many leads your sales team converts into clients on average, and then use industry benchmarks to estimate your conversion rate ( along with how many visitors you need to generate to hit those goals ) .

How to Improve Your Lead Generation

To continue to generate leads successfully, it ’ s not simply a subject of putting everything in rate and then forgetting about it. precede generation is an ongoing serve that requires frequent review and analysis to continually improve your chances of achiever. As a start point, ensure that you : 1. Continue to optimize your website. In particular, your subject should :

  • Be consistent throughout in terms of tone, delivery, and quality.
  • Be benefit-driven and provide genuine value to readers.
  • Contain visuals such as images, infographics, charts, and diagrams.
  • Contain bullet points and other text breakers that make the content easier to digest.
  • Display social proof and trust factors such as reviews, testimonials, and external ratings from sources such as Trustpilot.
  • Have a clear CTA and a short form that makes the pathway as clear and simple for your prospects as possible.

2. Implement relevant CTAs across all your content. If your prospects don ’ deoxythymidine monophosphate know how or where to take action on what you ’ ve just told them, you ’ re losing out on leads. 3. Optimize your lead forms. There are numerous reasons as to why a expectation may or may not be uncoerced to fill in your form, and you need to understand why. possibly there are excessively many form fields, or you are not being clear about what happens to the expectation ’ s information. again, this is a continuous process, and you should constantly be analyzing how users interact with your shape. 4. Conduct A/B tests of pages, forms, and CTAs. As mentioned above, it ’ mho crucial to understand which elements of your materials are working and which aren ’ thyroxine. Split testing is the merely accurate manner to get this information. When testing, constantly track your results and lone test one element at a time .

Lead Generation Resources

Of course, lead generation is a huge and complex subject with new practices, techniques, and schools of think being developed all the time. consequently, it ’ south wise to be a part of the many ongoing discussions in this sphere. You can do this by :

  • Reading lead generation blogs and books. Some recommended titles include: Lead Generate by Scott Groves; The Sales Acceleration Formula by Mark Roberge; Inbound Marketing by Brian Halligan and Dharmesh Shah; Lead Generation by Larry Billson; and Change and Transition by Andrew Ledford. We also recommend the following blogs: Growth Hackers and Brado.
  • Being a part of Facebook (and other online community) groups that specialize in lead generation and SEO.
  • Building relationships and maintaining communication with people in your industry that understand lead generation.
  • Listening to podcasts and other audio-visual materials. As a starting point, we recommend: Building a StoryBrand with Donald Miller; The GaryVee Audio Experience with Gary Vaynerchuk; Duct Tape Marketing with John Jatcsch; and Perpetual Traffic by Digital Marketer.


As you can see, lead generation is a complex and overarching procedure that has roots in every aspect of your wide content and commercialize strategies. The Semrush toolkit can help you in many of these aspects, specially in terms of coordinating, manage, and optimizing your SEO, subject, sociable media, and paid ad efforts.

As an agency, however, you know how important the leash generation summons is deoxyadenosine monophosphate well as client management and a guileless way of report, so you can besides benefit from our dedicate Agency Growth Kit. Companies of all sizes — from SMBs to Fortune 500 giants — use our Agency Partners chopine to find professional market support, while our official collaborator recognition can be leveraged across your market materials. just click the release to learn more !

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