In today’s highly competitive business landscape, lead generation has become an essential component of any successful marketing strategy. While larger businesses and corporations have more resources and a larger customer base to draw from, small businesses can struggle to attract and convert new customers without effective lead generation tactics.

However, with the right strategies and tactics in place, small businesses can level the playing field and even surpass their larger counterparts.

What is Lead Generation?

Lead generation is the process of identifying and gaining the interests of potential customers for a business’s products or services to increase future sales. In the past, cold calling was the go-to for lead generation, but the digital age has transformed the game.

Modern lead generation techniques allow businesses to gather data on potential customers and customize their marketing and sales efforts to align with the needs and preferences of their prospects. Having lead generation strategies in place will also ensure that your marketing budget is used in a more profitable manner, with minimal waste of resources.

For small businesses, every cent and resource counts!

Tactic 1: Content Marketing

Content marketing can be an inexpensive marketing and lead generation tactic to organically introduce your brand to prospective customers. Through content creation, a business can offer relevant information to their target audience and create brand trust at the same time.

Content creation can take many different forms, such as written content like blog posts and newsletters, which provide in-depth information and analysis to potential customers.

Video content, such as vlogs, product highlights, and podcasts, can engage and educate customers while showcasing your brand’s personality and values. Lastly, visual content, like infographics, illustrations, and photographs, can convey information quickly and effectively.

To effectively reach your target audience organically, utilizing SEO (Search Engine Optimization) plays an important role in powering up your lead generation process. SEO aims to improve your website’s position in search results pages, making it more visible to potential customers.

Tactic 2: Utilizing Social Media

This tactic is closely linked to content marketing as social media is fueled by content. With the increasing number of social media users across different platforms, it has become a powerful tool for small businesses to generate leads and increase their customer base.

Besides regular posting of content, small businesses can hold giveaways, host live sessions, and build personal relationships with their audiences.

Growing a community around your brand is important, as it helps your business generate high-quality leads from potential buyers. A passionate and supportive community can turn into brand loyalists, making it easier to promote your brand through User-Generated Content (UGC).

Tactic 3: Paid Advertising

While the first two tactics rely heavily on organic content, paid advertising can also be a valuable investment for small businesses. Incorporating paid advertising requires careful planning to ensure ads reach the right target audience. Social media platforms often allow you to set parameters for your ads, including the targeted region, desired reach or impression, and duration.

Understanding the demographics of your target audience and their geography is essential for building a successful ad campaign.

Tactic 4: Referral Programs

Utilizing your current customer base can be a potent marketing tool for your business. Implementing referral programs can generate user content, attract prospective customers, and increase conversions. Referral marketing works well due to better matching and social enrichment, which means that a referral is likely to reach the right person at the right time, coming from a trusted source.

To implement a successful referral program, it should be on-brand and simple for customers to understand how they can participate and be incentivized.

Personally, I have participated in referral programs as well. The rewards were so appealing, and it really benefitted me and my friends. The one that I’ve most recently participated in was the Revolut referral program.

For every new friend I invited, I would be able to earn $100 — which was so attractive! I believe that the success in their program could be attributed to the FOMO (Fear Of Missing Out) factor and scarcity effect. Referees were only able to extend this offer to 5 new customers, and I will admit that I definitely used this to hook and pull my friends in!


While these lead generation strategies can be effective for small businesses, there is no one-size-fits-all approach. Success relies on factors such as the nature of the business, target audience, geography, demographics, and more.

To maximize results, small businesses may need to utilize multiple strategies and continuously evaluate and experiment with different tactics. By doing so, they will eventually discover the lead generation strategy that works best for growing their business.


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