Most lead generation strategy for SMEs listed on the web show you a list like this:

  • Social media
  • Search engine (SEO)
  • Content marketing (blogging, webinar)
  • Company website
  • Networking
  • Exhibition/tradeshow

And the list goes on and on…

The funny thing is they are listed as if they are different and mutually exclusive, but they are not!

High quality and converting leads do not come from just one source. These leads are usually exposed to your company several times before they even thought about handing their personal email to you.

That’s why it is very important for you to think about the lead generation process and flow from your customer’s perspective. And today, you will find out the lead generation strategy that allowed us to generate 1,200+ leads in 4 months.

This is the actual lead count we generated for just ONE client.

How did we do it? Through a combination of social media advertisements, specifically Facebook ads, and content marketing (website with cheat sheets, eBooks, etc).

 How Does It Work?

First, we tap into Facebook’s advance targeting functions and reach out to users who are similar to our customer base or to those who we think may be interested in our product/service.Once we have their attention through the ads, we bring them to a landing page or blog which contains the information they are curious about. However, it doesn’t have to be limited to a blog or landing page! If you are a retail ecommerce, it can be a link to the webpage that displays a particular item you are promoting. But do be aware that you have to have a prominent subscriber form to complete the lead generation process.

Nonetheless, what we usually do is through a landing page – a web page specifically created for lead conversion – or through a blog article. In both webpages, we educate them on the importance of the product/service and the value it can bring to them. It can come in the form of a long landing page or a downloadable cheat sheet eBook (you can tell them that the item will be sent to their email so they have a reason to give you their email).

BTW, If you are interested, we have an article on the 5 essential elements that all converting landing pages must have.If they are convinced of the value your product/service will bring, they will leave their email address at the available forms. That is when the lead nurturing happens. From then, it will be the process to convert your lead to actual customers, who would pay for your service/product. This process is usually for B2B companies.If they are not convinced by the first webpage, create another Facebook ad that targets those have viewed the website but didn’t convert to a lead. This ad will bring them to a different website which offers something of more value, such as a face-to-face consultation, a free seminar and etc. Use your creativity! The point is: your offer has to even more irresistible than the previous.The whole lead generation ends when you successfully collect the email addresses at your second landing page!

You may have noticed… what will happen to those who read both webpage but still didn’t leave their contact? It is likely that they are not your target audience and your product/service just dont fit their needs/wants. Don’t worry about the minority and focus your energy on those who convert. Use that time and effort to convert them into your purchasing customers.

Here is the overview of the lead generation strategy for your quick reference:All the best for your lead generation campaign! Don’t forget to leave a comment if you are facing problem with the lead generation strategy.


Want to improve your current lead generation strategy? We have an eBook just for you:

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Shirley Yam
Shirley specialises in Facebook marketing and lead generation. Under Tangylab, she has helped local and international companies to achieve their marketing and sales goals through various advertisements and campaigns. She actively seeks to understand customer’s digital behaviour and is interested to share what she has learnt with others to help them optimise their digital efforts.