{"id":46706,"date":"2022-07-06T10:36:11","date_gmt":"2022-07-06T14:36:11","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=46706"},"modified":"2025-11-05T08:58:39","modified_gmt":"2025-11-05T13:58:39","slug":"top-21-inbound-lead-generation-techniques","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/top-21-inbound-lead-generation-techniques","title":{"rendered":"Top 21 Inbound Lead Generation Techniques"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">High-growth professional services firms rely on <\/span><span style=\"font-weight: 400;\">inbound lead generation<\/span><span style=\"font-weight: 400;\"> techniques <\/span><a href=\"https:\/\/hingemarketing.com\/library\/article\/high-growth-study-2022-executive-summary\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">more than any other kind<\/span><\/a><span style=\"font-weight: 400;\">. But many firms haven\u2019t gotten the message and are still slow to adopt the digital and content marketing tactics that attract modern buyers. Even the almighty referral has been in steady decline for years. And the COVID pandemic has only accelerated the market\u2019s transition to the digital arena.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inbound lead generation<\/span><span style=\"font-weight: 400;\">\u2019s potential is real, but it requires a radical shift in mindset, marketing priorities and financial investment. Sponsorships and in-person networking just aren\u2019t going to cut it anymore. Instead, start thinking about an asset you already have\u2014your team\u2019s expertise\u2014and how you can use that pool of knowledge to attract and engage an audience that wants what you have to offer.<\/span><\/p>\n<h2><b>Inbound Marketing Techniques<\/b><b> Defined<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Inbound marketing is the process of helping potential clients discover your firm by making your relevant expertise and insights easy to find. It allows prospects to encounter you, in the channels they prefer, when they are ready to learn and engage. Inbound marketing messages tend to be educational in nature rather than self-promotional.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By giving away some of your knowledge for free, you can quickly build a prospect\u2019s trust. When they are ready to buy the kinds of services you offer, they are likely to think of you\u2014their trusted resource\u2014first.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inbound marketing contrasts with outbound marketing, where you try to locate potential clients and interrupt them to gain their attention and deliver your marketing message. Outbound messages are typically more self-promotional and focused on your products or services and less focused on the client\u2019s issues.<\/span><\/p>\n<h2><b>Advantages of Inbound Marketing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">An inbound marketing strategy has many advantages over traditional marketing. Here are just a few:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prospects engage when they are ready, so you don\u2019t have to convince them of a need<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Since they are self-selected, prospects tend to be more motivated<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your content can explain your thinking and approach, so when prospects reach out, they are looking for exactly what you are offering<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Inbound leads are typically easier to close<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It\u2019s often less costly than outbound marketing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It expands your reach to new markets and prospects\u2014including people you weren\u2019t even aware of before and never would have found you otherwise<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>Top 21 <\/b><b>Inbound Marketing Techniques<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">How do you put all the advantages of inbound marketing to work for your firm? Try incorporating some or all of the following top techniques into your marketing program.<\/span><\/p>\n<ol>\n<li>\n<h4><b> Search Engine Optimization<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><a href=\"https:\/\/hingemarketing.com\/blog\/story\/b2b-seo-strategy-attract-right-prospects\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Search engine optimization<\/span><\/a><span style=\"font-weight: 400;\"> (often just called SEO) is the process of making your online content, such as blog posts and services pages, easy to find through search engines like Google. As much art as science, SEO can involve a wide range of tactics (such as keyword research, page optimization and link building) to achieve its ultimate goal: delivering a steady stream of high-quality traffic to your website.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> No inbound marketing strategy can ignore SEO. If you publish educational blog content, use keyword research to make your blogging more strategic. Then use on-site and off-site techniques to build visibility for your content.<\/span><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/seo-guide-for-professional-services-3rd-edition\" target=\"_blank\" rel=\"noopener\">Download the SEO Guide for Professional Services<\/a><\/p>\n<\/div>\n<ol start=\"2\">\n<li>\n<h4><b> Pay-Per-Click Advertising<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Another way to drive qualified traffic to your website and generate inbound leads is to invest in pay-per-click advertising (PPC). Most commonly used on search platforms like Google and Bing, PPC allows you to appear on relevant search results pages for search terms of your choice. Unlike the traditional advertising model, you pay only when someone clicks on your ad. You have complete control over your target audiences, keywords and budget. Once you have your campaign set up, it works immediately. And you can track results in real time.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> Many companies use PPC to supplement their SEO program. If you aren\u2019t able to rank for certain critical keywords using SEO, you can target them with ads that look very much like organic search results. This technique is also very helpful when you need quick visibility, such as with a new product launch or rebranding exercise.<\/span><\/p>\n<ol start=\"3\">\n<li>\n<h4><b> Lead-Generating Website<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Driving traffic to your website and blog isn\u2019t enough. You still need to convert that valuable traffic into leads. Unfortunately, most professional services websites aren\u2019t set up to do this very well. A <\/span><a href=\"https:\/\/hingemarketing.com\/library\/article\/the_lead_generating_website_guide\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">lead-generating website<\/span><\/a><span style=\"font-weight: 400;\">, on the other hand, makes it easy for a visitor to understand what you do, read, watch or download educational materials, and reach out if they have a need. This kind of website is not just about CTAs and conversions (though those are important). It is designed to be easy to read, ooze credibility and build trust.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> We won\u2019t beat around the bush: it\u2019s almost impossible to have an effective inbound marketing strategy without a lead-generating website. If you aren\u2019t ready to invest in a soup-to-nuts redesign, you can try retrofitting your current site with some of the features of a <\/span><a href=\"https:\/\/hingemarketing.com\/programs-services\/high-performance-website\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">high-performance website<\/span><\/a><span style=\"font-weight: 400;\">. But eventually, you will probably want to rebuild it from scratch to deliver a powerful, cohesive experience.<\/span><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/lead-generating-website-guide-for-professional-services\" target=\"_blank\" rel=\"noopener\">Download the Lead Generating Website Guide for Professional Services<\/a><\/p>\n<\/div>\n<ol start=\"4\">\n<li>\n<h4><b> Online Networking<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">There is still a place for in-person networking, but in most industries the spotlight has moved into the digital realm. From Facebook to Twitter to LinkedIn, there are well-established platforms where you can meet\u2014and influence\u2014hundreds or even thousands of potential clients. Like its analog counterpart, online networking centers on making connections with the right people, building a reputation and generating referrals, but it is far easier to scale and reach a large group of interested individuals. It has the added benefit of breaking down geographic barriers and exposing you to audiences in distant markets.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> Online networking is not magic. To achieve results it requires some dedication and a consistent approach. If you are new to it, or have only dabbled in the past, select just one platform and be realistic about the level of effort you can sustain. In almost every professional services industry, <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/networking-on-linkedin\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">LinkedIn is your best bet<\/span><\/a><span style=\"font-weight: 400;\">. Try to add a few qualified new connections each week or two. Engage with other people\u2019s content, and publish pieces of your own. When it makes sense, reach out to individual people in your pool of connections to further the relationship.<\/span><\/p>\n<ol start=\"5\">\n<li>\n<h4><b> Webinars<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><a href=\"https:\/\/hingemarketing.com\/blog\/story\/a-b2b-marketers-field-guide-to-webinars-trends-technology-and-tactics-to-get-started-today\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Webinars<\/span><\/a><span style=\"font-weight: 400;\"> offer almost all of the benefits of an in-person educational event, while adding a host of new advantages. Like an in-person seminar or educational training session, you can demonstrate your expertise, answer questions, and build a rapport with your audience. You can also collect attendees\u2019 contact information so that you can follow up with relevant offers. But unlike in-person events, you can invite people from anywhere in the world, easily conduct live polls, include presenters from multiple locations, and record your presentation to engage people who weren\u2019t able to attend. On top of all that, webinars are easy and cheap to produce.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use them:<\/span><\/i><span style=\"font-weight: 400;\"> Consider teaming up with a partner in a related industry that also serves your audience. They will bring their own audience to the presentation, expanding your reach. Or try presenting with a client who can bring a point of view that will resonate with your attendees. End each presentation with a call to action that gets people to take another step. This could be a downloadable piece of content or a free consultation. Experiment and see what works for you.\u00a0<\/span><\/p>\n<ol start=\"6\">\n<li>\n<h4><b> Research Studies<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">A research study on your target client\u2019s industry is one of the most powerful tools a firm can use to build credibility and position itself as a thought leader. Besides the valuable insights they gain, firms that use research as a marketing tool are seen as more knowledgeable and trusted for their expertise. Research studies also make exceptional lead generators.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> You can conduct your own <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/a_two_pronged_approach_to_your_market_research_process\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">original research<\/span><\/a><span style=\"font-weight: 400;\">, usually with the help of an experienced research partner. Or if that\u2019s too rich for your budget, you can <\/span><a href=\"https:\/\/hingemarketing.com\/research-institute\/licensed-research-sponsored-studies\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">sponsor a study<\/span><\/a><span style=\"font-weight: 400;\"> being conducted by a third-party. An even less expensive option is to <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/b2b-content-licensing-secret-to-generating-more-leads-and-visibility\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">license existing research<\/span><\/a><span style=\"font-weight: 400;\">. Whatever type of research you invest in, you can use it in many ways. You can provide reports for free download behind a contact form or, if you did custom research, you can offer it for sale. But that\u2019s just the beginning. All that data can be used to inspire blog posts, webinars, speeches, social media posts, infographics and more. One study should provide months of material for your marketing program.<\/span><\/p>\n<ol start=\"7\">\n<li>\n<h4><b> Online Marketing Videos<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">There is no more perfect inbound marketing medium for professional services firms than video. It allows your audience to see and hear your experts in a fully controlled environment. In this way, potential clients get a taste of what it might be like to work with your firm before they buy. That\u2019s powerful.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> Video can be used to deliver educational content, explain complex services or introduce a firm\u2019s team of experts. High-value video content, such as how-tos, webinar recordings and short courses, can also be put behind a registration form to build your list and generate leads. You can even enlist clients to describe how your firm solved a thorny problem or contributed to their success. By the way, you don\u2019t have to spend a fortune on video. Today, you have <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/what-is-the-cost-of-video-production-for-the-web\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">many options<\/span><\/a><span style=\"font-weight: 400;\"> to choose from.<\/span><\/p>\n<ol start=\"8\">\n<li>\n<h4><b> White Papers<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">White papers have been around for decades\u2014and for good reason. Even today, they can be fantastic lead generation tools. People look to white papers for a serious exploration of a technical or practical topic in a compact format. And many people who need to understand an issue at that level of depth will gladly trade a small amount of personal information to access it.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use them:<\/span><\/i><span style=\"font-weight: 400;\"> Promote white papers on your website, such as your homepage, applicable services pages and relevant blog posts. If you want to use them as an <\/span><span style=\"font-weight: 400;\">inbound lead generation<\/span><span style=\"font-weight: 400;\"> tool, create a landing page with a short form to turn readers into new contacts for your email list. Another option is to distribute your white paper through a third-party service, expanding your visibility. The focus should be on educating your audience, not self-promotion. You are trying to build credibility and trust, not close the sale today.<\/span><\/p>\n<ol start=\"9\">\n<li>\n<h4><b> Guides<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Guides are similar to white papers, but they differ in two respects: 1) they tend to cover a broader topic in depth, often consisting of multiple chapters; and 2) they are usually less technical, speaking in plain English to an executive-level audience. A guide explores a topic in enough detail to give a senior-level influencer or decision-maker a high-level understanding. At the same time, they signal to the reader that your firm knows its stuff and would be well qualified to solve their problem.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use them:<\/span><\/i><span style=\"font-weight: 400;\"> Use guides to target executives similar to how you would white papers. White papers tend to have a more technical slant. Guides also make excellent lead nurturing content in email campaigns.<\/span><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/format\/guides\" target=\"_blank\" rel=\"noopener\">Explore Hinge&#8217;s Library of Guides<\/a><\/p>\n<\/div>\n<ol start=\"10\">\n<li>\n<h4><b> Ebooks<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Like guides, ebooks explore an issue in depth, but they dive even deeper. While there is no minimum length for an ebook, most contain multiple chapters and run at least 50 pages. Many are full-length books running well over 100 pages. Works of this length have a great deal of perceived value, and people will gladly exchange personal information for a free digital copy. To increase the value of the free copy even more, you can use a print-on-demand publisher (such as <\/span><a href=\"https:\/\/kdp.amazon.com\/en_US\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Amazon KDP<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/www.ingramcontent.com\/publishers\/print-on-demand\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Ingram Lightning Source<\/span><\/a><span style=\"font-weight: 400;\">) to produce physical copies that you sell on Amazon or at other stores.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use them:<\/span><\/i><span style=\"font-weight: 400;\"> Promote your ebook in conventional on-page offers or in pop up offers. You can also market your ebook on your website like you would a traditionally published book, positioning your firm as thought leaders.<\/span><\/p>\n<ol start=\"11\">\n<li>\n<h4><b> E-Newsletter<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">E-newsletters may sound like a quaint relic from a simpler time, but you don\u2019t have to look very far to realize they are still going strong. Chances are, you subscribe to one or two or more, yourself. That\u2019s because they work. The difference is, today you have a lot more platforms to launch yours. While many people use traditional email platforms, like <\/span><a href=\"https:\/\/mailchimp.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">MailChimp<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.constantcontact.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Constant Contact<\/span><\/a><span style=\"font-weight: 400;\">, to deliver their e-newsletters, others have moved to integrated platforms such as <\/span><a href=\"https:\/\/www.hubspot.com\/products\/marketing\/newsletter-builder\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hubspot<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/marketing-automation\/?redirect=pardot.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Salesforce Pardot<\/span><\/a><span style=\"font-weight: 400;\">. Still others manage them on popular social media platforms like <\/span><a href=\"https:\/\/www.linkedin.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">LinkedIn<\/span><\/a><span style=\"font-weight: 400;\">. Why are e-newsletters so effective? For one thing, they provide a dependable outlet for your thought leadership. And by their very nature, they keep you top of mind as new issues arrive on a regular schedule.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use them:<\/span><\/i><span style=\"font-weight: 400;\"> E-newsletters should not be a vehicle for company news, new employee announcements and teambuilding pics. Only the most doting client will care about any of that. To be a truly valuable <\/span><span style=\"font-weight: 400;\">inbound lead generation<\/span><span style=\"font-weight: 400;\"> technique, each issue should focus on a topic your clients and prospects care about. Usually this means educational content. Promote your newsletter on your website and social media. To minimize friction and encourage the most people to subscribe, require as little information as possible at signup. Many e-newsletters require nothing more than an email address.<\/span><\/p>\n<ol start=\"12\">\n<li>\n<h4><b> Blogging<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">By itself, blogging isn\u2019t really a lead generation technique. But as part of a larger system that includes SEO and gated valuable content, it is the most powerful driver of leads to your website. That\u2019s because people who find your blog posts through Google are likely to be interested in other content on your website\u2014especially if you promote a relevant free guide or whitepaper download alongside your post. That\u2019s how you turn web visitors into leads. And if you get your SEO and blog strategy right, you\u2019ll attract a lot of qualified prospects\u2014people who are highly motivated and interested in your services.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> Be sure to host your blog on your website, or you will waste all the <\/span><a href=\"https:\/\/moz.com\/learn\/seo\/domain-authority\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Domain Authority<\/span><\/a><span style=\"font-weight: 400;\"> \u201cjuice\u201d it generates. Promote your posts on LinkedIn and Twitter to maximize your exposure.\u00a0<\/span><\/p>\n<ol start=\"13\">\n<li>\n<h4><b> Guest Blogging<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Your blogging activity doesn\u2019t have to be restricted to your own blog\u2014nor should it be. A great way to amplify your blogging strategy is to <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/a-10-step-guest-blogging-strategy-to-improve-seo\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">guest blog<\/span><\/a><span style=\"font-weight: 400;\"> on respected, high-authority third-party sites. This strategy exposes you to new audiences and, if the blog allows it, can supply valuable backlinks to your website. It also helps position you as thought leaders in your industry.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> Look for blogs that speak to your target audience. These could be standalone blogs, online business publications, industry organizations or businesses at the periphery of your industry (for example, attorneys and CPAs often serve the same clientele but don\u2019t directly compete with each other). When you contribute to high Domain Authority blogs, you can often target keywords that you would otherwise have little hope of ranking for.\u00a0<\/span><\/p>\n<ol start=\"14\">\n<li>\n<h4><b> Podcasting<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Podcasts are more popular than ever, and this medium is only <\/span><a href=\"https:\/\/www.buzzsprout.com\/blog\/podcast-statistics\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">expected to grow<\/span><\/a><span style=\"font-weight: 400;\">. Fortunately, the cost of entry to podcasting is low\u2014you can buy a <\/span><a href=\"https:\/\/www.bluemic.com\/en-us\/products\/yeti\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">quality microphone<\/span><\/a><span style=\"font-weight: 400;\"> for less than $130 and several popular audio software apps are available for free (such as <\/span><a href=\"https:\/\/www.audacityteam.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Audacity<\/span><\/a><span style=\"font-weight: 400;\"> or Apple\u2019s Garage Band). You\u2019ll also need a podcast hosting service (many excellent low-cost options are available\u2014we use <\/span><a href=\"https:\/\/libsyn.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Libsyn<\/span><\/a><span style=\"font-weight: 400;\">). A podcast is an excellent vehicle to showcase your firm\u2019s expertise, build trust and connect, in a personal way, with your audience. If you distribute your episode to even one or two of the popular directories (such as Apple Podcasts, Spotify, Google Podcasts, Stitcher, or TuneIn), you have the potential to reach hundreds or thousands of new listeners\u2014many of whom may never have heard of you before.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> Use your podcast to explore current issues and trends that are important to your audience, discuss how you solve specific problems, interview other experts, or even invite clients to share their challenges.\u00a0<\/span><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/format\/podcasts\" target=\"_blank\" rel=\"noopener\">Listen to the Spiraling Up Podcast here<\/a><\/p>\n<\/div>\n<ol start=\"15\">\n<li>\n<h4><b> Visible Experts<\/b><sup><b>\u00ae<\/b><\/sup><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Your firm is filled to the brim with experts. What if you could make some of them far more well known, even outside your marketplace? What effect would that have on your firm\u2019s growth? At Hinge, we call these upwardly mobile individuals <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/the-visible-expert-how-ordinary-professionals-become-thought-leaders\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Visible Experts<\/span><sup><span style=\"font-weight: 400;\">\u00ae<\/span><\/sup><\/a><span style=\"font-weight: 400;\">. They not only bring more visibility to your firm, they can often command higher fees. But that\u2019s not all. Visible Experts also help your firm attract better, more profitable clients, close business faster and attract top talent. In short, they can elevate your firm to a new level of prominence. But how do you build your experts\u2019 reputations? They can either follow a <\/span><a href=\"https:\/\/hingemarketing.com\/hinge-university\/courses\/visible-expert-course\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">self-guided process<\/span><\/a><span style=\"font-weight: 400;\"> or hire an <\/span><a href=\"https:\/\/hingemarketing.com\/programs-services\/visible-expert\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">outside consultant<\/span><\/a><span style=\"font-weight: 400;\"> to mentor them and step them through the process.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> If your firm is small, elevating even a single professional to Visible Expert status can make a huge difference. Larger firms may want to put <\/span><a href=\"https:\/\/hingemarketing.com\/portfolio\/nishith-desai-associates\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a team of professionals<\/span><\/a><span style=\"font-weight: 400;\"> through a formal program to multiply the impact.<\/span><\/p>\n<ol start=\"16\">\n<li>\n<h4><b> Pop-up Offers On Your Website<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Pop up offers aren\u2019t just for B2C websites. They can be a powerful lead generation tool for professional services firms, too. Use them to convert your website and blog visitors into leads. If you use a flexible dedicated tool, such as <\/span><a href=\"https:\/\/optinmonster.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">OptinMonster<\/span><\/a><span style=\"font-weight: 400;\">, you can easily set up different offers that align with the content on your pages.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use them:<\/span><\/i><span style=\"font-weight: 400;\"> Experiment with a variety of offers (many of these tools even allow you to conduct A\/B tests) such as white papers, guides, e-newsletter subscriptions, webinar recordings, live demos and free consultations. Just be sure that each offer is relevant to the content on the page, includes clear, enticing benefits and requires the person to fill out a form to access the material.<\/span><\/p>\n<ol start=\"17\">\n<li>\n<h4><b> Dedicated Landing Pages<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">An offer should always lead to a place where it\u2019s fast and easy to complete the conversion. In most cases, this means a dedicated page with language that quickly orients the user, continues to \u201csell\u201d the product and minimizes the roadblocks to completing the download or other action.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use them:<\/span><\/i><span style=\"font-weight: 400;\"> Writing and optimizing landing pages is always as straightforward as you think. You may need to test different copy and visuals to optimize conversions. You can set up Google Analytics (or a CRM like Salesforce\/Pardot or HubSpot) to see not only how many people reach the landing page, but how many actually follow through with the download. Some tools will even allow you to A\/B test different landing page versions concurrently.\u00a0<\/span><\/p>\n<ol start=\"18\">\n<li>\n<h4><b> Live Chat<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Prospective clients are on your website every day. A live chat app gives them a way to interact with your team in real time (at Hinge, we use <\/span><a href=\"https:\/\/www.olark.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Olark<\/span><\/a><span style=\"font-weight: 400;\">, but many good options are available). Unlike chatbots, which rely on AI or preprogrammed responses, live chat allows web visitors to have conversations with designated employees. In marketing, responsiveness can be critical to a firm\u2019s success. This low-friction tool allows people to ask questions and get answers right away, dramatically improving lead generation.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> In most cases, installing a Live Chat app is as simple as adding a plugin to your website. If you have a CRM, you may be able to integrate it with that, as well. To start, assign one or two people on your staff to monitor the chat app. Select people who are both familiar with your services and have business development skills. You\u2019ll be surprised how often simple inquiries turn into serious opportunities.<\/span><\/p>\n<ol start=\"19\">\n<li>\n<h4><b> Online Course<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Today, more and more professionals are looking online for high-quality training and education. That makes producing an online course of your own an attractive <\/span><span style=\"font-weight: 400;\">inbound lead generation<\/span><span style=\"font-weight: 400;\"> technique. Whether you hire a professional videographer or do it all in-house, producing an in-depth course on a topic of interest to your buyers can be a great way to widen your market exposure and show off your expertise. Now, producing a high-quality course takes a lot of planning, time and effort. You will need to navigate a large number of factors, including video, audio, slides and other visual aids, video hosting, quizzes (if you want them), worksheets or other supplemental materials, and the platform you will use to deliver your course to your online audience. But there are few better ways to show people how you think and solve problems. It\u2019s not unusual for buyers of online courses to later become buyers of your services.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> You can either give the course away as a powerful lead magnet and marketing tool, or you can sell it online as a self-serve product. Use the size and scope of your\u00a0 course as a guide in making this decision. An 8-hour video course with quizzes and supplemental materials is a huge investment\u2014and probably worth charging for. A 2-hour webinar-style training, on the other hand, is a perfect piece of valuable content to give away for the price of a name and email address. Whatever topic you choose to cover, make sure it is of real interest to your target audience and dovetails with a service you offer.<\/span><\/p>\n<ol start=\"20\">\n<li>\n<h4><b> Email Nurture Sequences<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">While not technically a lead generation technique, an email nurture sequence makes your lead generation program far more effective. When you acquire a new email contact through any of the techniques described above, you can use a pre-programmed sequence of emails to send out highly relevant educational content over a period of days or weeks, as well as provide opportunities for the prospect to take a next step in the relationship. If you are a firm of any size, chances are you\u2019ll need multiple email sequences to address different interests, service lines and audience segments. The benefits? You stay top of mind, keep your contacts engaged for a prolonged period of time and continue to provide the trust-building thought leadership that turns a casual interest in your firm into raging fandom.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use them:<\/span><\/i><span style=\"font-weight: 400;\"> You\u2019ll need a tool designed to handle sequenced emails. Do you have a marketing automation platform such as Hubspot, Marketo or Pardot? Then you already have what you need. If not, look for a cloud-based tool specifically designed to deliver nurture sequences (<\/span><a href=\"https:\/\/convertkit.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ConvertKit<\/span><\/a><span style=\"font-weight: 400;\"> is a popular option). If you have a library of educational content, look for pieces that would address a common issue or set of related issues. If you don\u2019t have a library of content, create new content (it doesn\u2019t have to be lengthy) or repurpose existing materials, such as blog posts, speeches and webinar recordings.<\/span><\/p>\n<ol start=\"21\">\n<li>\n<h4><b> Digital PR<\/b><\/h4>\n<\/li>\n<\/ol>\n<p><a href=\"https:\/\/hingemarketing.com\/blog\/story\/7-digital-pr-and-earned-media-strategies-that-give-your-seo-a-boost\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Digital Public Relations<\/span><\/a><span style=\"font-weight: 400;\"> is a collection of techniques used to broaden your firm\u2019s exposure, promote your thought leadership and strengthen your website\u2019s Domain Authority. It can include many tactics, including publishing articles and press releases, engaging with reporters and providing expert answers to their questions, researching and addressing trending topics, building relationships with bloggers, podcasters and other influencers, developing greater social media presence, and more. Not long ago, Google&#8217;s Search Advocate John Mueller said that digital PR is even more important than technical SEO to your website. So ignore it at your own risk.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How you might use it:<\/span><\/i><span style=\"font-weight: 400;\"> Digital PR can seem overwhelming at first. Start with one or two techniques and build from there. Don\u2019t worry about churning out press releases\u2014they\u2019ll have little or no impact without a solid strategy behind them. Instead, try reaching out to a few influencers and see if they might be willing to publish a guest blog post or host one of your experts on their podcast. Perhaps you can arrange a joint webinar with a strategic partner. Small incremental steps can produce outsize results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These 21 <\/span><span style=\"font-weight: 400;\">inbound lead generation<\/span><span style=\"font-weight: 400;\"> techniques would make a formidable marketing plan by themselves. But if you have limited resources, you can still make great strides toward developing more quality inbound leads by picking a few to focus on. They don\u2019t have to replace any traditional techniques that are working well for you today. In fact, high-growth firms almost always use a combination of digital inbound and traditional marketing tactics to reach a wider range of people. By accelerating your transition toward an inbound-forward marketing strategy, you will be better aligned with today\u2019s buyers\u2014and become an active participant in the way they find, learn to trust, vet and select their professional services partners.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>High-growth professional services firms rely on inbound lead generation techniques more than any other kind. But many firms haven\u2019t gotten the message and are still slow to adopt the digital and content marketing tactics that attract modern buyers. Even the almighty referral has been in steady decline for years. And the COVID pandemic has only&#8230;<\/p>\n","protected":false},"author":83,"featured_media":46707,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[1],"tags":[393,395,394,477,445,398,401],"class_list":["post-46706","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-content-marketing","tag-digital-marketing","tag-lead-generation","tag-paid-advertising","tag-seo","tag-social-media","tag-websites"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Top 21 Inbound Lead Generation Techniques - Hinge Marketing<\/title>\n<meta name=\"description\" content=\"Inbound marketing is the process of helping potential clients discover your firm by making your relevant expertise and insights easy to find.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hingemarketing.com\/blog\/story\/top-21-inbound-lead-generation-techniques\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top 21 Inbound Lead Generation Techniques - Hinge Marketing\" \/>\n<meta property=\"og:description\" content=\"Inbound marketing is the process of helping potential clients discover your firm by making your relevant expertise and insights easy to find.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hingemarketing.com\/blog\/story\/top-21-inbound-lead-generation-techniques\" \/>\n<meta property=\"og:site_name\" content=\"Hinge Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/hingemarketing\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-06T14:36:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-05T13:58:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hingemarketing.com\/wp-content\/uploads\/2022\/07\/GettyImages-465837992.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"655\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lee Frederiksen\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@HingeMarketing\" \/>\n<meta name=\"twitter:site\" content=\"@HingeMarketing\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lee Frederiksen\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"18 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\\\/\\\/hingemarketing.com\\\/blog\\\/story\\\/top-21-inbound-lead-generation-techniques#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/hingemarketing.com\\\/blog\\\/story\\\/top-21-inbound-lead-generation-techniques\"},\"author\":{\"name\":\"Lee Frederiksen\",\"@id\":\"https:\\\/\\\/hingemarketing.com\\\/#\\\/schema\\\/person\\\/85ec2c8127852009a279209c2e2a284f\"},\"headline\":\"Top 21 Inbound Lead Generation Techniques\",\"datePublished\":\"2022-07-06T14:36:11+00:00\",\"dateModified\":\"2025-11-05T13:58:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/hingemarketing.com\\\/blog\\\/story\\\/top-21-inbound-lead-generation-techniques\"},\"wordCount\":4114,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/hingemarketing.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/hingemarketing.com\\\/blog\\\/story\\\/top-21-inbound-lead-generation-techniques#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/hingemarketing.com\\\/wp-content\\\/uploads\\\/2022\\\/07\\\/GettyImages-465837992.jpeg\",\"keywords\":[\"Content Marketing\",\"Digital Marketing\",\"Lead Generation\",\"Paid Advertising\",\"SEO\",\"Social Media\",\"Websites\"],\"articleSection\":[\"Any Industry\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/hingemarketing.com\\\/blog\\\/story\\\/top-21-inbound-lead-generation-techniques#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/hingemarketing.com\\\/blog\\\/story\\\/top-21-inbound-lead-generation-techniques\",\"url\":\"https:\\\/\\\/hingemarketing.com\\\/blog\\\/story\\\/top-21-inbound-lead-generation-techniques\",\"name\":\"Top 21 Inbound Lead Generation Techniques - 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