Revolutionize Your Lead Generation with 10 Must-Track Lead Sources

Whether you’re just getting started or you’ve been running your agency for years, one thing remains constant: you need a rock-solid lead generation system to drive growth. There are plenty of ways to go about finding high-quality prospects for your business, but to build the healthiest lead generation funnel possible, it’s best not to limit yourself to a single lead source.

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Lead sources are the channels you use to find prospective customers for your agency. The more avenues available through which clients can discover you, the fuller your lead pipeline will be, which ultimately translates into more conversions. If you’re ready to expand your lead generation sources, read on as we discuss 10 methods for finding fresh prospects.

How do lead sources work in lead generation?

Most clients don’t start paying for services as soon as they hear about you: in general, prospects go on a journey on their way to becoming paying clients, and lead sources serve as the entry point where a connection with your agency is first made. 

The lead generation process looks a little something like this:

1. Researching and defining the target audience
2. Using digital marketing and lead generation tools to build awareness of the brand
3. Capturing lead contact information through the use of lead magnets
4. Nurturing leads by sharing information about the brand, product or service
5. Converting leads into paying customer
6. Tracking lead generation metrics to refine the process

Lead generation sources are essential to this system, acting as the key juncture where you capture a lead—usually by collecting an email address—and begin nurturing them toward conversion. 

Chances are, you’re already using some of the most popular and effective sources, like a lead generation landing page, pay-per-click advertising (PPC), and search engine optimization (SEO). But the wider you cast your net by tapping into more sources, the more prospects you’ll capture for your business.

How to track and manage lead sources

Not all lead generation sources are created equal, and the sources that deliver the best lead quality and quantity vary from one business to the next. That’s why it’s so important to track and manage your lead sources. This lets you understand which sources deliver the best results for your agency, so you can invest more time and resources where it matters. 

To do this, you’ll need the right tools for the job. Using a lead generation database with built-in lead-tracking capabilities enables you to keep all your lead-related information in one dashboard, where you can easily interpret results and optimize your strategy based on hard data. Using a CRM for lead generation can work too, as long as you have a way of capturing which source a lead comes from. This might involve using unique tracking links, codes, or forms for different campaigns and channels.

Gauging the quality of your lead sources is more than a simple numbers game in which more leads means the source is better. You should also track key performance indicators (KPIs) like conversion rates, cost per lead, and average lifetime value of leads. Monitoring and optimizing these figures will help you refine your use of lead generation sources to maximize your agency’s return on investment (ROI).

10 types of lead sources you need to track

1. Website and landing pages

As your digital storefront, online business card, and key customer touchpoint, investing in a beautiful, easy-to-navigate lead generation website is important. Your other lead sources will all likely drive traffic to your website, and it serves as the critical point at which lead data is captured. On top of your main agency website, you might have a variety of offer- or campaign-specific landing pages.

To get the best possible results out of your website and landing pages keep these best practices in mind:

• Use simple forms. Don’t ask for too much information at once when capturing leads. Keep it simple to minimize fiction. 
• Stay on brand. Sticking to your brand guidelines, palette, fonts, and art direction will give a professional impression, giving prospects the confidence to share their information.
• Use compelling calls-to-action (CTAs). Make sure your CTA buttons are unmissable.
• Create lead magnets to encourage sign-ups. These could be free checklists, white papers, e-books, 30-minute calls, or any other offer that makes sense for your agency.
• A/B test your site. As a cornerstone lead source, it’s essential to continually optimize all aspects of your website to maximize lead capture.

2. Social media platforms

With more than one in three internet minutes spent on social media globally, avoiding this lead source means leaving clients—and money—on the table (Data Reportal).

You don’t necessarily have to be on every available platform, but consider where your ideal customers are most likely active on social media, and invest in those platforms. Content marketing lead generation on social media can include text-based posts like those popular on LinkedIn and X, photos, infographics, short-form videos, and long-form videos like those you might create on YouTube.

In addition to sharing, engaging with audiences by liking their posts, responding to comments, and interacting with the community is just as important. Lead generation outsourcing can be a helpful approach to staying on top of this demanding task as a busy agency.

3. Email marketing campaigns

Email lead generation is a perennial marketer favorite for good reason: it delivers some of the best ROI of any lead source. Check out this clip from the Conquer Local podcast from Constant Contact Director of Small Business Success, Dave Charest, for some insights into the power of email:

The Power of Email Marketing to Boost Your Business and ROI #shorts

To maximize your outcomes from lead generation email marketing, properly segment your email list, giving recipients a more personalized, tailored experience. The best email content is usually brief, respecting people’s busy schedules, while providing value and a visually beautiful experience. Just like your website, every email should include an unmissable CTA.

4. Search engine optimization (SEO)

SEO lead generation refers to the process of optimizing your website and its content for discoverability on search engines. This drives organic traffic to your site or landing pages and is particularly important for local lead generation. Key elements of SEO include:

• Keyword research
• On-page and technical optimization
• Link building on reputable sites
• High-quality, relevant, and keyword-optimized content creation

5. Pay-per-click (PPC) advertising

PPC advertising is a valuable lead source because it can start generating leads and sales right away, while other sources require some time to mature. When setting up PPC campaigns you can target specific keywords and demographics to get in front of your target audience. The best campaigns include:

• Keyword and audience research
• Attention-grabbing ad copy
• A clear, inviting CTA
• Testing and optimization, with many variations of an ad often running at once to identify the best one

Marketers need to strike a balance between lead generation vs. demand generation, with the latter being more focused on creating awareness rather than strictly securing leads. PPC plays an important role in both and can be used both to generate buzz and collect leads. 

6. Content marketing efforts

Content marketing refers to blogs, articles, and videos created to attract prospects. As you can probably tell by now, many lead sources work in tandem: content marketing is often created with SEO in mind, driving traffic to your website or landing page where the lead can provide their email. 

To get more juice out of your content marketing efforts with less work, try repurposing your content. For example, let’s say you write a blog series on using AI in digital marketing. Turn it into a video script and record a series of YouTube videos on the same subject, and take the key points to turn them into short TikTok videos.

7. Referrals from existing customers

Word-of-mouth marketing may be a pre-digital lead source, but it’s as effective as ever. 

The key to boosting your referrals is making it effortless for your happy customers to spread the word. For example, consider offering some kind of automatic bonus or incentive for every successful referral.

8. Events and trade shows

In our hyper online times, a face-to-face connection can feel especially memorable and authentic. Events and trade shows provide an opportunity to showcase the real people behind your agency, move the needle with leads, and grow your agency faster.

If you’ve never displayed at a trade show before, it’s important to know they can be quite a lot of work. Starting your planning and booth design early is a good idea. Also, make sure you have an effective follow-up plan in place so you can continue the conversation with leads while they’re hot.

9. Direct Mail Campaigns 

Direct mail campaigns offer a tangible and personalized approach to reaching a targeted audience, potentially cutting through digital noise. To create compelling campaigns, focus on crystal-clear messaging and consider incorporating an offer that’s unique to your direct mail campaign. Creating a sense of urgency around the offer can help you secure more leads.

10. Online directories/listings

Online directories and listings enhance businesses' online visibility, especially locally. This is key for businesses with a local presence or a brick-and-mortar location.

To avoid dings to SEO performance, all listings must have matching information. A citation-building tool can provide peace of mind in this respect.