More on lead generation today, following on from my previous emails on the mindset shift that helps you get more leads and the vital importance of using a powerful lead magnet. 

One of the conundrums you're inevitably going to face when you're looking to get more leads is where to invest your time.

Should I be looking for referrals, doing presentations, going networking, paying for ads on Linkedin?

There really is no one-size-fits-all answer. But the following questions can help you:

Firstly, where do I know my ideal clients “hang out”?

Be honest with yourself. Last time you went to that comfortable regular networking meeting with the same friendly faces you go to every week, how many actual potential clients were there?

Yes, I know that you never know who the other people might know (though asking them might help). But there are plenty of places where you can meet potential clients along with potential introducers.

I've known consultants looking for large multinationals as clients spend endless hours in networking events with local plumbers and accountants just because, well, it's easier than trying to find a bigger, more expensive, more distant event that their potential clients actually go to.

And don't make assumptions either: test. To my eternal shame I was absolutely convinced that my clients would never be seen dead on Facebook and so I didn't even try advertising there because it would have been pointless.

Thank heavens for a prod I got from a friend: it's been my best source of new leads online for the last 2 years.

Secondly, can you actually reach your ideal clients via this method?

An event that you can't get an invite to doesn't help. And although pretty much everyone is on Facebook, sometimes it's difficult to find good criteria to target them by.

So don't be satisfied just knowing where your clients are, you have to be able to reach them there.

Finally, do they respond?

I've found I can reach my potential clients easily and accurately via Linkedin Advertising. But they don't respond as well as with Facebook Ads. I guess maybe it's because they have something in mind when they're on Linkedin and they're more casually browsing and so open to checking out new things (like my ad) on Facebook.

A lot of networking events are full of potential clients. The problem is they're all there to sell, not build relationships. So those events tend not to work well for lead generation.

Final tip: focus on a small number of ponds to fish in. Don't spread yourself too thinly or you'll have no impact. 

Pick two or three sources of leads – ideally with at least one offline and at least one online. Offline methods tend to work faster as you can build relationships quicker face to face. But they don't scale easily and they don't have the reach of online methods.

Stick with a small number of balanced sources of leads and you'll do well.