What has been your most successful strategy to generate leads in digital marketing?

One of my most successful strategies was for an English language learning institute that wanted to increase enrollments for its courses.

Here’s how we generated high-quality leads:

1. Lead Magnet: We offered a free online masterclass on “Fluency Tips for Everyday Conversations” as a way to attract prospects. This topic resonated with both students and professionals looking to improve their spoken English, creating a natural interest in the institute’s programs.
2. Landing Page Optimization: We built a clean, focused landing page highlighting the benefits of attending the masterclass, with testimonials from previous students and a simple form to sign up. We kept the form short, asking only for name, email, and phone number to reduce friction.
3. Targeted Ads: We ran Facebook and Google Ads targeting individuals searching for English courses or preparing for language exams like IELTS. On Facebook, we used lookalike audiences based on the institute’s previous leads to target those most likely to convert.
4. Email Nurturing Sequence: After signing up, participants received an automated email sequence with class reminders, additional language tips, and information about the institute’s paid courses. For attendees, the follow-up emails offered exclusive discounts and early enrollment bonuses.
5. Post-Masterclass Follow-Up: For those who attended the masterclass, we included a personalized call-to-action to book a consultation or trial class. We also sent recordings to those who couldn’t attend, keeping them engaged.
6. Tracking and Optimization: We monitored ad performance, conversion rates, and email open rates, adjusting our messaging and targeting along the way. This iterative process ensured we stayed on track with lead generation goals.

This approach was highly effective because it offered immediate value while guiding leads smoothly through the funnel. The combination of free educational content, targeted follow-ups, and well-timed offers led to a significant increase in enrollments for the institute.

I've worked with over 500 clients across various industries and lead generation strategies vary widely by industry, product/ service/ goals/ budget etc etc. But here’s one strategic approach that I'm seeing work exceptionally well across my clients in SaaS and services, especially for attracting high-ticket, highly qualified leads.

Using Apollo.io, combine LinkedIn outreach with email marketing, centered around high-value content that positions your business or leadership as an expert. Share insights, testimonials, case studies, or relevant data that genuinely help your audience. This approach builds trust and credibility from the start, establishing your authority.

This approach not only generates leads— it attracts prospects who are primed for high-ticket engagement and ready to convert.