Five Easy Ways to Generate Leads for Your Small Business

Running a small business requires so much time and energy that it can be tough to dedicate adequate attention to one of the most important aspects: growth. Thirty percent of small business owners say lead generation is a challenge.1 Are you wondering how to generate sales leads?

Accelerate growth with proven lead generation strategies.

Twenty-seven percent of small business owners also say they are concerned about marketing budgets.2 So, cost-effective ways to grow the business are critical. Five proven lead generation strategies can help attract new customers, increase sales and maximize marketing efforts.

1. Incentivize referrals to reward loyalty.

   Referrals are the most effective way for small businesses to generate leads according to 52% of small business owners.3 In fact, referrals are four times more likely to lead to a purchase versus a cold prospect.4 Why? Consumers react positively to referrals. Ninety percent say they trust word-of-mouth more than any other type of advertising and 92% trust recommendations from family and friends.5
   
   Incentivize referrals to turn consumer trust to purchases for your small business. Reward existing customers with discounts, giveaways or even cash for referrals. If budget-constrained, offer in-kind services to customers who send you new business.

2. Increase your business’ visibility with search engine optimization.

   Customers and prospects who want to learn more about your business will go to your website. Search engine optimization (SEO) improves your site’s visibility through keyword rankings, website structure and content, making it easier for target audiences to find your business, products and services. SEO’s goal is a first-page ranking, which increases the chances of higher click through rates where greater than 3% is good. For example, the first, second and third spots on the first page typically generate 39.8%, 18.7% and 10.2% click throughs, respectively.6
   
   The efficacy of your SEO strategy depends on your niche, target audience and competition for keywords. You don’t have to be an expert to start. Free and low-cost courses and webinars on SEO strategy are available, as well as sites to conduct keyword research.

3. Develop high-quality content that attracts new customers and generates leads.

   Consumers are looking for solutions that will meet their needs. Content informs, educates and inspires action throughout the buyer journey from discovery to purchase. Answer frequent questions and clearly explain how your business, products or services will provide the solutions consumers seek.
   
   Content typically featured on a website includes blog posts, articles, product or service pages, landing pages, FAQs, testimonials or customer reviews, case studies, videos, podcasts and infographics. Companies also feature downloadable white papers or e-books, as well as photo galleries and success stories.
   
   Seventy-four percent of businesses that use content marketing say it’s effective in generating leads.7 Develop a content calendar with topics that reflect your audience’s interests and align with their needs. Share content in your audience’s preferred mediums, such as videos, infographics, photos or articles.

4. Create social content that drives engagement.

   Social media can be a rich source of new customers for small business owners. “Social commerce” is an emerging trend, especially among younger consumers (18-34) of which 34% shop on the platforms weekly.8 American consumers view Pinterest as a place to shop (50%) and 52% have purchased directly from a social media platform, including TikTok Shop which was deemed “fastest growing retailer” in 2024.9
   
   Stay active on the most popular social media platforms to take advantage of these opportunities. Make it easy for consumers to purchase. Create shoppable posts from which to buy directly on the platform and use clear calls to action like “Buy Now” or “Learn More.”
   
   Pair your organic content with paid social media ad campaigns for even greater results. Mix in short-form videos and downloadable offers to amplify your reach and boost results. Also promote user-generated content such as photos, videos and endorsements to demonstrate customer appreciation for your brand.
   
   Another way to generate leads with referrals is to develop relationships with influencers who have a strong social media following among a specific group or demographic. If you’re able to tap into these powerful connections, you could position your brand to consumers you wouldn’t otherwise reach.

5. Host events to build brand awareness and community.

   For small businesses, hosting or participating in local events is a way to increase brand awareness and attract new customers. These events resonate with consumers, 78% of whom prefer in-person social interactions which give them a sense of community and inspiration.10 Chambers of commerce, churches, schools and other organizations often sponsor community events where small businesses may participate as vendors. You can also host your own events, such as open houses, pop-up shops or workshops with product demos.

Ready to generate leads for your business?

The right lead generation strategy — from referral programs to social media marketing — can build momentum, attract new customers and grow your business. We can help. Synovus is an SBA Preferred Lender that is committed to helping small business owners achieve their goals. For assistance funding your lead generation strategies, contact a Synovus Business Banker, call 1-888-SYNOVUS (1-888-796-6887) or stop by one of our local branches.