A “channel” is where the lead comes from; a “technique” is how you work it. The list below covers 23 of them. As you read, mark the ones where your buyers already are and where you can realistically show up well, that shortlist is your plan.
Search
- Organic search (SEO). Rank for the problems your buyers search, the compounding channel.
- Local SEO & Google Business Profile. Show up in the map pack when someone nearby is ready to buy.
- AI overviews. Structure content so AI answers cite you as the source.
- Google Ads (search). Pay to appear for high-intent queries while SEO builds.
- Shopping / Performance Max. Product-led paid search for anything with a catalogue.
Content & owned media
- Blog & resource articles. Answer real questions; earn links and trust over time.
- Lead magnets & tools. Checklists, calculators and templates in exchange for a contact.
- Email marketing & nurture. The highest-ROI channel for people who already know you.
- Webinars & live sessions. Depth and face time with a warm audience.
- Video & YouTube. Explainer and demo content that builds trust before the call.
- Podcast (host or guest). Borrow or build an audience that already listens.
Social & community
- Organic social. Consistent presence where your audience already scrolls.
- Paid social (Meta, LinkedIn, TikTok). Targeted reach to look-alike and interest audiences.
- LinkedIn outreach. Direct, relevant conversations for B2B.
- Communities & groups. Be useful where your buyers ask each other for advice.
- Influencer & creator partnerships. Third-party credibility at scale.
Direct & partnerships
- Referral & word-of-mouth program. Make it easy and worthwhile for happy clients to refer.
- Strategic partnerships. Co-market with businesses that serve the same customer.
- Cold email (targeted, permission-aware). Precise lists, real personalization, clear value.
- Outbound calling. Still works for considered, higher-value offers.
- Events, trade shows & sponsorships. Concentrated time with in-market buyers.
Conversion & retention
- Landing pages & lead capture. A dedicated page and offer for every campaign.
- Live chat & chatbots. Catch intent while the visitor is still on the page.
- Retargeting. Bring back the 95% who didn't convert the first time.
How to choose
Score each channel on three questions: are your buyers actually there, can you produce something genuinely good for it, and can you sustain it for at least a quarter? Start with the two or three that score highest, instrument them so you can see cost per lead, and only add a fourth once those are running without you.
The Leads Hub builds multi-channel lead generation for entrepreneurs, small businesses and mid-sized companies. If you'd like help picking and running the right channels, book a free call by phone or Zoom, (647) 405-6711 or get in touch.