There are various tools that can help with lead generation, but consider the approach below and how you could implement it for your business.
1. Create awesome content (by having a content strategy aligned to your brand).
2. Cast wide but targeted (personalized) campaigns focused on introducing people to your brand or product by running awareness ads.
3. Based on the interactions people have with your content (through ads, videos and/or your website), retarget them and get them to engage with your brand by offering them something of value reflective of their response to the content. Basic examples include things like ebooks, webinars, templates, etc. Note that in order to effectively retarget someone and further develop personas, you will set up various pixels/tracking codes on your site….
In this day and age, most businesses have websites. In fact, customers expect you to have a website if you want to be perceived as credible. The problem is not all businesses build their website with the intention of catering to the end user — this causes massive issues.