Lead generation is the process of attracting and converting potential customers into leads, which are interested parties that have indicated an interest in a company’s products or services. There are a variety of methods that businesses can use to generate leads, and some methods are more effective than others. In this article, we will rank the best to worst lead generation methods based on their effectiveness and cost.

1. Content marketing

Content marketing is the process of creating and distributing valuable, relevant, and consistent content in order to attract and retain a clearly defined audience. This method is considered one of the best for lead generation because it allows businesses to attract potential customers through informative and educational content. By providing valuable information to their target audience, businesses can establish themselves as thought leaders in their industry and build trust with potential customers. This trust can then be converted into leads through calls-to-action (CTAs) within the content, such as “Sign up for our newsletter” or “Request a consultation.”

2. Search engine optimization (SEO)

SEO is the practice of optimizing a website in order to improve its ranking in search engine results pages (SERPs). This is an effective lead generation method because it allows businesses to attract potential customers who are actively searching for the products or services they offer. By optimizing their website for relevant keywords and phrases, businesses can increase their visibility in the SERPs and attract qualified leads.

3. Social media marketing

Social media marketing is the use of social media platforms to connect with and engage potential customers. This method is effective for lead generation because it allows businesses to reach a large audience and build relationships with potential customers. By creating engaging content and offering valuable information or promotions, businesses can attract and convert leads through social media.

4. Email marketing

Email marketing is the use of email to promote products or services and build relationships with potential customers. This method is effective for lead generation because it allows businesses to reach a targeted audience and personalize their messaging. By segmenting their email list and sending relevant and valuable content, businesses can attract and convert leads through email.

5. Pay-per-click (PPC) advertising

PPC advertising is a form of online advertising in which businesses pay a fee each time one of their ads is clicked. This method can be effective for lead generation because it allows businesses to reach a targeted audience and track the success of their campaigns in real-time. However, PPC can be expensive, especially for competitive industries, so it may not be the most cost-effective method for all businesses.

6. Cold calling

Cold calling is the process of making phone calls to potential customers who have not expressed interest in a company’s products or services. This method is generally considered one of the least effective for lead generation because it can be time-consuming and may not result in many qualified leads. Cold calling can also be seen as intrusive and may lead to a negative impression of the company.

In conclusion, the most effective lead generation methods are those that allow businesses to attract and convert potential customers through valuable and relevant content and build relationships with them. Content marketing, SEO, social media marketing, and email marketing are all effective methods that can help businesses attract and convert leads. PPC advertising can also be effective, but it can be expensive and may not be the most cost-effective option for all businesses. Cold calling is generally considered one of the least effective methods due to its low conversion rate and negative impact on the company’s reputation.

In a future article, I will discuss (what I view to be) the most powerful lead generation method — with conversions in the 90 percentile.