Many businesses struggle with lead generation, as it can be a challenging endeavor if you aren’t prepared for it, or you don’t fully understand its intricacies. If this sounds like you, we encourage you to join us as we explain the process of lead generation.

At ASPEN, we are committed to helping small businesses excel. In this guide, we walk you through the complexities and contours of lead generation so that you will be better equipped to grow your company.

What Is Lead Generation?

At its most basic, lead generation is attracting potential clients to your business’s products or services. The prospect is your “lead,” and “generating” them means finding and converting them to paying customers.

Lead generation is perhaps the single most important step in the sales process. Without a lead, you don’t have anyone to pitch your product or service to. There are many strategies for lead generation, and you may find that some work better than others in your industry. Let’s take a moment to explore some of the most common lead generation strategies. 

Common Strategies for Lead Generation

You might use some of these in your business already. If one isn’t getting results, try a different approach using another strategy listed below.

  • Social media campaigns
  • Online advertising
  • Email marketing 
  • Networking 
  • Live events 
  • Webinars
  • Blogging 
  • SEO

Do you currently utilize some of these strategies in your company to generate leads? What kind of results do you typically get? Do you find that one is more effective than another? 

Why Use Lead Generation?

There’s no question that closing the sale is a vital component in the overall sales process. In fact, you may have developed a sure-fire closing technique that yields incredible results. 

But if you don’t have a steady influx of leads, your chances of using your winning closing strategy are greatly minimized. Therefore, to ensure that you can meet your monthly sales goals, you need to be able to generate leads and keep your prospects funneling in.

When you have an effective lead generation strategy, you will see ongoing interest in your company. And when there’s interest, your sales are bound to go up. 

Now that we’ve established that lead generation is the first stage of the sales process, let’s shift our focus to the lead generation process. After all, you need to know how to successfully generate leads if you hope to make sales.

The Lead Generation Process

When you have an effective lead general strategy in place, your sales will appear to be a streamlined process from start to finish. Let’s examine the components of a successful lead generation strategy so that you’ll know where to make the appropriate adjustments.

Don’t Focus on One Aspect

Since there are several components to successful lead generation, it’s important not to get hung up on one aspect. For example, you might get comfortable with social media marketing but struggle with SEO. The key to an effective lead generation strategy is to use as many components as possible.

Keep working on the areas that present challenges until you are proficient in them. In doing so, you will be able to get the most benefits offered by the various components, thus increasing your leads and, ultimately, sales.

Make a Goal

You need a clear goal in your lead generation process. If there isn’t a defined objective for your sales team to meet, your strategy won’t have any legs. Therefore, collaborate with your salespeople and make sure everyone is on the same page. Moreover, you want your goal to be realistic and attainable. Lofty goals lead to aggravation and poor results.


Once you have a clear goal set, it’s time to get busy planning. How do you want to go about reaching your goal? What is the best strategy to realize your lead generation process? These are all things you need to brainstorm with your sales team.

Keep It Simple

Consumers prefer simplicity over complexity. As such, you want to make sure that your marketing isn’t overly complicated or convoluted. Keep it simple and strive for a user-friendly approach. Not only will this makes things easier on your customers, but also your sales team. It’s much easier to sell something that isn’t complicated.

Create a Response Process

When you get leads, you need to have a system in place that responds to them accordingly. Otherwise, your employees won’t know how to effectively funnel those leads to the sales team. This brings us to the final step in the lead generation process.

Create a Lead Database

Make a database and assign someone to maintain it. As new leads pour in, update your database with customer information. This will allow your sales team to effectively respond to the leads you’ve generated as a company.

Call ASPEN for Your Lead Generation Needs

At ASPEN Media, we excel at meeting our clients’ needs by offering a wide range of services, including outbound, inbound, and back-office services. We strive to build long-term relationships with our clients and develop beneficial cross-referrals. Contact us today to find out how we can benefit your lead generation needs.

The information in this blog post is for reference only and not legal advice. As such, you should not decide whether to contact a lawyer based on the information in this blog post. Moreover, there is no lawyer-client relationship resulting from this blog post, nor should any such relationship be implied. If you need legal counsel, please consult a lawyer licensed to practice in your jurisdiction.