In my experience, I've found that there are several ways to generate leads at little or no cost, regardless of the industry I'm currently targeting.

I would like to share my top methods at this moment, ranked in no particular order.

1. Drip campaigns - my recommendation is to use a marketing automation software such as Hubspot, although you can do this process by hand if needed. Here are the various types of drip campaigns you can try:

  • Educational
  • Re-engagement (win back cold leads)
  • Competitive
  • Promotional
  • Training

2. Subject matter experts - appoint someone who is an authority in a particular area or topic, these individuals will give your content authenticity and credibility

  • Provides identity/human connection
  • Draft articles - post to Company blog/guest blog/forums
  • Promote SME in multiple formats (videos, webinars)
  • Promote SME at speaking engagements/events

3. Build your lead list through outbound marketing

  • Webinars
  • Newsletters
  • Partnership trade-offs through SME build
  • List rental or purchase
  • Polls - ask for audience's input on various topics
  • Questionnaires - ask for feedback/referrals
  • Launchbit - allows you to advertise your campaigns in email newsletters/blogs that match our target audience

4. Digital strategy & online reputation

  • Twitter, Slideshare, Youtube, Linkedin, FB, Flickr - anything posted should lead viewers back to your website landing page

5. Landing pages customized per target audience

6. Increase your inbound marketing

  • SEO
  • Social media
  • Blogs
  • Email Marketing
  • Lead Nurturing
  • Social CRM
  • Landing pages
  • Compile industry research/other content - give away it away...on your website

7. Cultivate existing customers for new business & referrals

  • Send custom newsletter/case studies that highlight new ways existing customers can use your product/service

8. Partner with industry associations

  • Produce whitepapers/webinars and allow the association to sponsor in exchange for allowing you to promote the material to their customer database

9. Develop a referral program

  • Ask your current customers for the names of industry associates in exchange for ____

10. Twitter cards (attach rich photos, videos and media experience to Tweets that drive traffic to your website)

11. Email signatures

  • Include an incentive offer at the bottom of every email you send, this will lead the viewer back to your website

12. Advertising with adroll

13. Develop infographics and share

14. Send out handwritten thank you cards to existing & potential customers, include printed out relevant industry white papers

15. Utilize podcasts

16. Send out surveys

17. Create a comparison guide of your Company's products/services vs. Competitor to highlight differences

18. Develop a client advisory panel & publicize it

  • This will give you customer insights, referrals, and allow you to better understand your client

19. Events

  • Attend industry-related trade shows
  • Host events where your target audience is located

In my current position at Submittal Exchange, I've found that inbound marketing gives us the best results, however in my past position with INTL FCStone I would have said outbound marketing, particularly events. I really love working with internal Sales teams, which gives me a pre-disposition towards events, as getting face-to-face with your target audience is the best way to close a deal.

I hope you find the information above useful. I might go into more detail on each topic at a later time.