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Lead Generation Strategies for Businesses & Agencies

Although reviews are usually the primary sources of new leads for local businesses, lead generation strategies are important for expansion.

Lead Generation Strategies

Even while recommendations and reviews are frequently the most important sources of new leads for local businesses, lead generation strategies are equally important for expansion. Without qualified leads, your sales team’s effectiveness is hampered, and nurturing and converting new prospects becomes incredibly tough.

As a result, it’s critical for agencies to understand how to create leads and set up a continuous lead flow strategy.

In this post, we’ll go through the various techniques that your agency can employ to guarantee that you don’t miss out on this great source of potential clients.

In 2022, producing quality leads is the top goal for 79 percent of firms. Furthermore, over half of the firms think that developing content for this purpose is their top content marketing difficulty.

These stats alone demonstrate how critical lead creation is for agencies. However, when you realize that 68 percent of organizations struggle with lead generation, the importance of having a solid strategy in place becomes clear.

What Is Lead Generation and How Does It Work?


In most circumstances, lead generation is a procedure that takes place within the confines of a funnel. For agencies, this entails attracting traffic to your website (acquisition) or lead capture and then persuading that traffic to provide you with their contact information (engagement).
Of course, there are a variety of methods for attracting traffic, including:

  • Search Engine Optimization (SEO) 
  • Advertisements on social media, offline events, and more.

There are many strategies to getting someone’s contact information, albeit you will have to provide something in exchange. 

A lead magnet is a method of compensating users for their personal information.

It can take the form of:

  • Quizzes and Surveys
  • Trials are available for free.
  • Podcasts and webinars
  • Landing pages are a type of web page that is used
  • Services with Discounts (such as a free audit, review, or quote)

After you’ve collected the visitor’s contact information through one of these (or other) methods, you may transfer them to the next level of the funnel: lead scoring. You may automate this element of the process as your company grows and the quantity of prospects increases.

If your lead has a high enough score, it might be classified as a qualified marketing lead (MQL). This indicates that the person has shown interest in your marketing efforts but is not yet ready to make a purchase. The lead will then be sent on to your sales staff, who will nurture it through the rest of the funnel until that lead becomes a paying customer.

Marketing Agencies' Lead Generation Strategies

So, what are some of the most effective ways for B2B marketing agencies to produce these leads?

The following are some of the most effective techniques:

  • Use of Social Media

Social media’s direct, connecting makes it ideal for — and, arguably, undervalued for — lead generation efforts, both organic and paid, especially if you’re engaged on the proper platforms.



LinkedIn is perhaps the most popular platform for locating and targeting decision-makers. According to the company, four out of every five platform users are in charge of making business choices at their companies, making it an ideal environment for lead generation.

Although you’re able to contact them individually, using the Lead Gen Forms tool is less time-consuming and more successful. Instead of redirecting users away from the platform to a third-party form, these adverts autofill the user’s contact information as part of the interface. This lowers sign-up friction, making the entire process more user-friendly for your prospects.
The platform also launched the Product Pages feature in December 2020, which allows you to collect referrals and reviews for your products and services while also including a custom CTA like a demo request or contact sales form.

LinkedIn is no longer “simply” a legitimate recruiting tool. People are now using their platform to explore other businesses in their field through the content that is being posted.

Advertisements on Twitter

Twitter, like LinkedIn, is a social media juggernaut with massive reach and highly tailored targeting.

Marketers could formerly use Twitter’s Lead Generation Cards to get pre-filled forms, but these were phased out in 2016 and replaced with a new ecosystem of marketing and lead generation capabilities under the Twitter Business umbrella.

However, if you use the platform’s Cards or Carousels features, it’s still a terrific area to get leads. It can also be an effective technique to target decision-makers and significant industry influencers, depending on your industry.

Advertisements on Facebook

You could think that Facebook is only for B2C lead generation as an agency, but it can also be a successful tactic for B2B marketing campaigns.

Facebook’s Lead Ads were built for this reason, and they work similarly to LinkedIn’s Lead Gen Forms, allowing you to give a variety of lead magnets, such as:

  • Newsletter subscriptions
  • Forms of interest generating
  • Deals, coupons, and other promotions
  • Product trials and/or demonstrations

The key benefit of this technique, as with ordinary Facebook Ads, is Facebook’s targeting capabilities; after all, B2B decision-makers are still humans.

PPC (Pay Per Click) Advertisements


Another excellent technique to acquire highly focused leads is through PPC Google Search Ads.

Here are some things to consider:

  • Ad copy must be compelling, which frequently necessitates testing and optimization.
  • You must conduct rigorous keyword research. Because every click costs money, you must ensure that user intent is precise. The Keyword Tool from Ahrefs can assist you with this.

Otherwise, you’ll blow through your budget if you don’t plan out your bid approach.
Your landing page and creatives should be compelling and clearly communicate the value of what you’re delivering.

Ads & Listings in Local Media

Local media advertisements and listings are another wonderful lead-generating method if your agency has a local or regional focus or if you specialize in conventional or offline marketing.

This may entail:

Attempting to gain attention in local publications (online or offline) by sponsored articles, paid to advertise, or as a go-to expert.
I am obtaining a listing in appropriate directories.
We are putting a considerable amount of focus on local SEO and ensuring that your Google My Business (GMB) listing is correct and current.

SEO (Search Engine Optimization)

SEO is undoubtedly the cheapest and most reliable approach to get leads, but it requires a great deal of skill, just like paid marketing.

This strategy is also strongly reliant on the quality of your material, particularly if you’re targeting niche markets. It may take some time to see the results of your efforts.

Once your content is ranked, it can produce leads 24 hours a day, seven days a week – and at no expense to your firm.


This strategy is sometimes disregarded, although it has a high rate of lead creation success. You’ll be able to enhance visibility, build a reputation, and produce an influx of leads that will help you sustain and expand your agency by creating a presence across different directories.

You can apply to be listed in a number of different sorts of agency directories, including:

  • Directories of technology partners.
  • Directories of work showcases and awards.
  • Review sites and third-party directories.

Contract Aggregators

On the market, there are numerous public and private contract aggregators where you can locate acceptable tendering opportunities and earn new clients. Due to the rigorous standards and vast quantity of required documents, obtaining leads in this channel might be more time-consuming than in others, but tenders can result in very significant contracts and influential clients.



In recent years, influencer marketing has grown in popularity, particularly among younger B2C segments. However, it can also be a good lead creation method for agencies.

Working with the correct influencers is crucial. According to a DemandGen report from 2021, 40% of B2B executives asked said they prioritize consuming reliable material from industry influencers. These may include presenters at trade shows, contributors to industry journals, or any other important, authoritative media figures in your field.

You should strive to engage with them and persuade them of the value that your agency delivers if you’ve discovered acceptable persons to work with (and if their audience is relevant to your goals).


As previously stated, referrals are a wonderful technique to create leads in an indirect manner, as reputation can have a lot of clout in the business.

It’s critical to cultivate relationships and form official and informal partnerships with upstream service providers, other agencies (that aren’t direct rivals), and specialty partners to promote lead creation in this way.


Hosting your own webinar is a great approach to position your organization as a thought leader while also increasing your authority and reputation. They’re a wonderful way to collect leads because an invitation to the webinar can be utilized as a lead magnet, and they’re also a great way to create relationships with major industry players by bringing them on as guests.

According to DemandGen, webinars (together with eBooks) are now the preferred content format for B2B executives, especially at the early and middle stages of the sales funnel.

This is also true if you’re participating in someone else’s webinar, such as one hosted by an industry group or a media outlet. It’s common practice, that at the conclusion of the webinar, you would be given the option to promote your website and social media accounts.

In Closing

Thank you for stopping by today! If you enjoyed this post, you may enjoy reading on to PART TWO of Lead Generation Strategies for Businesses & Agencies

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