Lead Generation

8 Overlooked Methods For Generating Leads

By Max November 17, 2016

In any sort of competitive field, the best method for finding success is often one that’s being overlooked. There can be value in following a trend—if you do it well—but those who zig while others zag tend to reap the greatest rewards in life.

Enacting a non-conformist agenda can happen in a couple of different ways. The first is through innovation. We hear so much in our culture about innovation that, ironically, it’s become a fairly cliché rallying cry (“Skate to where the puck is going, not where it’s been,” “People don’t know what they want until you show it to them”).

That’s why it’s perhaps an even bolder strategy to gravitate towards the other end of the idea spectrum: to the overlooked. When something is overlooked, there’s a sort of assumption that it’s a sub-optimal option. After all, if it’s a known commodity, then you would presumably remember it if it’s worth remembering.

But things aren’t always that simple. Humans are creatures of change, and that lust for change can sometimes be satisfied by a resurgence rather than a full-on reinvention. For example, the record player almost went extinct with the wave of progress that brought the world cassettes and CDs; however, it has made a major comeback amongst consumers because it now fills a new niche in a drastically different market. Same goes for Converse’s Chuck Taylor All Star sneakers, which began as a basketball shoe but eventually morphed into the footwear of choice for many artistic subcultures.

All of this is to say that context is key when it comes to strategizing properly. People think in unpredictable ways, and seemingly silly ideas can quickly become a collective norm.

This is especially true in the world of lead generation. All business that gets done is a result of lead generation. Whether the lead is your brother-in-law or some stranger you have never met but pursued aggressively, a lead is still a lead.

In the Digital Age there are more tools available for lead generation than ever before. On the flip side of that though, there is also more potential for a great lead generation method to be completely overlooked. Most businesses are highly attuned to well-established, proven methods such as paid advertising, search engine optimization, and email outreach. But what might they be overlooking? Here are eight lead generating options that fly more under the radar in this day and age.

  1. Produce something unique and definitive

Creating original content is a huge part of SEO practices. It’s no secret that websites with good, non-plagarized writing or multimedia will generally score better in search rankings.

If the masses are on board with this concept though, then it becomes tougher to stand out from them. That’s why it’s a good idea to think backwards rather than forwards with content creation. Instead of just aiming to capitalize on accidental traffic with frequent but generic posts, try to target specific subjects or questions that you can knock it out of the park (in this case, go viral) with.

The nature of that what that thing is will depend on the type of business you are. A specialty cake-maker might want to try finding an obscure holiday and publish an article or video about how to bake for it. That way, when people get momentarily caught up in the fervor of something like “Babe Ruth Day,” your business could generate tons of new leads if it posted a recipe for a Baby Ruth-infused cake. Anything that can teach or offer novel insight is especially valuable.

  1. Quizzes!

When I was working in a retail store during the holiday season, checkout lines got crazy and the managers often asked us to go facilitate the lines and provide assurance to the customers. I was doing that with a customer one day when she suggested that it could lighten the mood a bit if we did something fun with the line, like run a group trivia session. It sounded like a good idea then and it turned out to be even better in practice than in theory. Customers loved it, many of them remarking that it made their day or their holiday shopping experience.

I only bring this up to illustrate the fact that PEOPLE LOVE QUIZZES. It’s no coincidence that websites like Buzzfeed and Sporcle blew up by offering fresh quizzes constantly. They might seem kind of unconventional as a vehicle for generating a business lead, but if a quiz is the thing that gets someone in the door, then who can fault it?

  1. Referral incentives and affiliate programs

These methods are like two sides of the same coin. When you offer someone an incentive for directly bringing in a new lead or client, you give them a commission. When you become an affiliate of a different company and use your platform to direct consumers to it, you get a commission.

When executed well, either program can be quite beneficial. Just make sure you’re strategic about it. Don’t contract a kids toy store as an affiliate if you’re trying to sell accounting software!

  1. Answer message board questions

God bless people that take the time to answer questions (thoughtfully, not the trolls) on Internet forums and message boards. I can’t count the number of times I’ve turned to them anxiously when I have a problem that needs solving or question that needs answering immediately. By sourcing out a problem that’s relevant to your business and giving a quality answer, you’ll build up trust and goodwill among leads that you might not have been marketing to otherwise.

  1. Merchandise and SWAG

An article of clothing or an accessory can have an enormous impact on potential consumers. Before the Livestrong campaign adopted silicone bracelets as the fulcrum of its brand, you didn’t see them around all that often. But they caught on to such an astounding degree that people who had never even heard of Lance Armstrong before seeing them were suddenly keen to have one around their wrists.

Merchandise can flame out or it can strike gold. Same goes for SWAG (Stuff We All Get) like pens, magnets, etc. Just choose your style wisely and don’t be afraid to take a risk if you think it could pay off!

  1. Get reviewed positively

You can’t control what someone says about you, but you can do your best to control their opinion of you. Make an effort to leave positive impressions on consumers or industry experts and encourage them to review your product if you think it will benefit you. Whether you’re appealing to a critic or people who make up online reviewing communities, the feedback they provide will help sway someone who might initially just see a headline or a rating out of 10 and dismiss your product immediately if it doesn’t score well.

  1. Databases

There are plenty of databases out there than can alleviate your outreach challenges enormously. By mining the Internet for data, they’ll provide you with high quality leads—not to mention valuable information about demographics that you may not have known about. Even if it ends up being a little bit pricey, it’s usually worth it.

And if you’re not interested in paying for such a service, use a free database like Twitter to reach out to people who have demonstrated an interest in what you’re doing.

  1. Contests

Like referrals, contests are a great way to incentivize positive buzz about your product. Even if it doesn’t lead to many sales or long-term customers, it still gets the word out about your business and can even boost SEO authority.