5 Powerful Lead Generation Strategies for 2024

We marketers all have the goal of generating leads for the business we work for. More importantly, we need high-quality leads that are likely to convert.

Here are some of the top lead generation strategies you should be using in 2024 to help you get more of these all-important qualified leads.

Let’s make 2024 your best year for leads and sales ever.

Strategy 1: Problem-Solving Content

Problem-solving content is key for lead generation because it addresses the pain points and challenges potential customers face.

When people are searching for solutions to their problems, they are more likely to engage with content that provides valuable insights and practical solutions.

Not only does it help potential customers with the problems they know they have, but it also helps people who didn’t know they had a problem and didn’t know your product or service was the solution.

Let’s say someone has brought a fig tree, and the leaves have started going brown. They’re likely to Google something like “fig tree leaves brown” to find a solution.

This blog from Fiddle Leaf Fig appears high in the search results. It offers a few reasons why the fig tree might be going brown.
One of these suggestions is root rot. There’s a CTA in the root rot section, which suggests Fiddle Leaf Fig’s root rot treatment to fix this problem.

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Someone reading this guide might not have known before that their tree was suffering from root rot and probably didn’t know there was a treatment for this.

By providing helpful content that offers a solution to the reader’s problem, they’re more likely to turn into a lead and then a sale.

Thought Leadership

By offering problem-solving content, businesses can position themselves as experts and thought leaders in their industry and build trust with their audience.

When businesses provide lots of quality content that solves problems and offers valuable insights, they become the go-to source of information for their target audience.

This not only attracts more leads but also increases the chances of those leads converting into sales, as customers are more likely to trust and buy from businesses they see as experts.

We’ll go into more detail about thought leadership later in this guide.

Downloadable Resources

By offering problem-solving resources like ebooks, whitepapers or webinars, businesses can capture leads’ contact information in exchange for access to this content.

This helps businesses build a database of leads that they can nurture and convert into customers over time.

In this example from Dossier, they’re offering a free fiddle leaf grower’s guide, and in the copy, they say that “Hundreds have asked them for help”.
This tells the reader that the writer has knowledge that lots of people want to hear and encourages them to download the guide.

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To download the guide, the reader needs to share their email address, meaning they’ll be added to Dossier’s email list, making it easier to market to them in the future.

Strategy 2: Tripwire Products/Services

A great lead generation strategy is to offer a product or service that has a lower barrier to entry than your main offering.

These things might cause a loss or have lower margins, but they’ll ultimately lead to more sales of your cover product or service.

Tripwire Product Example

We worked on a digital marketing strategy for a hearing clinic whose high-value service was providing hearing aids for people with hearing loss.

During our research, we identified that wax removal was no longer available on the NHS, providing us with an opportunity to push for business in this market. There was a gap in the market for this service, which at the time wasn’t being offered by competitors.

Wax removals were often booked by people with hearing problems and, therefore, had a good conversion rate to hearing aid purchases, so this was an ideal tripwire service for them to offer and promote using digital marketing.

The Customer Journey

Tripwire services don’t just help the business, but they also help the customer.

For example, instead of the customer journey being long-winded like this:

A person is having trouble hearing
They search for treatment options
They have their ears cleaned at Clean Ears R Us
They’re offered a hearing test, but they don’t want to spend the money
Their hearing doesn’t improve
They search for treatment options
They have a hearing test at The Hearing Test Shop
They are fitted with hearing aids.

It looks like this (aka, much better):

A person is having trouble hearing
They search for treatment options
They have their ears cleaned at The Hearing Clinic, which offers a free hearing test
The hearing test shows that hearing loss has not improved after the treatment
They are fitted with hearing aids.

This journey is much more streamlined, and the customer sticks with the same business throughout their treatment.

Strategy 3: Create Hyper-Niche Pages

One of our favourite lead generation strategies is creating hyper-niche pages.

Too many businesses miss out on leads from a good keyword just because the keyword tool they’re using tells you it has zero volume.

If you know your ideal customers are searching for this term and are converting highly when they search for it, then you should have a niche page for this audience.

By creating dedicated pages that cater to the needs and interests of a particular audience, you can tailor your messaging, content and offers to resonate with that specific group, capturing their attention and generating leads.

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Niche pages can also help you establish your business as an expert or authority in a particular industry or niche.

By sharing valuable and relevant information that is specific to the target audience, you can build trust and credibility, positioning your business as the go-to source for your products or services.

This can lead to increased brand recognition and customer loyalty, ultimately resulting in more leads and sales.

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Examples of Niche Pages

We worked with a client who sells visitor management software.

As a whole, the industry targeted a lot of broad terms. However, we saw an opportunity to target some more niche searches with tailored pages.

One of the keywords we opted for was “visitor management software hospital”. It had a low search volume but a high cost per click, showing that competitors were keen to get this traffic.

But, there was an opportunity to get this traffic organically without paying for PPC.

By creating the best content for this search term, we turned a £74k investment into a £2.7M pipeline.

This was all because we knew that this niche search would get sales for our client.
Here’s an example of a similar business with a niche page for “visitor management for museums”.

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Strategy 4: Email List Reactivation

Reactivating your email list can be a powerful lead-generation strategy. This is because your email list is full of people who have already shown interest in your products or services.

These people have willingly given you their email, meaning they want to hear from your business.

By re-engaging with this audience, you have the opportunity to nurture this initial interest and convert them into leads and, eventually, customers.

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Cold vs. Warm Leads

Another reason why reactivating your email list can help generate more leads is that it allows you to target a warm audience.

Unlike cold leads who may have never heard of your business, the people on your email list are already familiar with your brand.

They may have interacted with your website, made a purchase in the past or subscribed to your newsletter. This makes them more likely to engage with your emails and take action, increasing the chances of generating leads.

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Reactivating your email list also gives you the chance to send personalised messages. With the data you’ve collected from your subscribers, such as their preferences, purchase history or demographics, you can tailor your email campaigns to their specific needs and interests.

Don’t just try and reactivate them when you’re bored or desperate. Start sending offers now, such as promoting the tripwire products or services we talked about earlier.

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Strategy 5: Be a Leading Source of Industry Info

Thought leadership is another of our favourite lead-generation tactics for businesses in 2024.

By positioning yourself or your company as an expert in your industry, you can establish trust and credibility with potential customers.

But you’ve got to share genuine insights, not just flex about a good thing you did or go on a self-praising mission about all the things you accomplished.

When you share valuable insights, knowledge and expertise through thought leadership content such as articles, blog posts, whitepapers or webinars, you attract the attention of your target audience.

This can lead to increased brand awareness and recognition, which in turn can generate more leads for your business.

Thought leadership also helps you build relationships with your target audience. When you regularly share high-quality content that addresses their pain points and offers solutions, you establish yourself as a trusted advisor.

By nurturing these relationships through thought leadership, you can generate a steady stream of leads who are already familiar with your brand and more likely to convert into customers.