How to Generate Leads: A Practical Guide to Building Real Connections
At its core, Lead Generation is about making genuine connections—with people who actually need what you offer and are open to hearing from you. Let's talk about it.
Jenny Holly Hansen
By Jenny Holly Hansen | WBN News | May 6, 2025
Lead generation isn’t about blasting emails into the void or chasing cold prospects down digital alleyways. At its core, it’s about making genuine connections—with people who actually need what you offer and are open to hearing from you.
Over the years, I’ve learned that good leads come from clarity, consistency, and credibility. When you combine those three, you stop "hunting" for leads and start attracting them. Here’s how I approach lead generation in a way that actually works.
1. Start With a Clear Ideal Client Profile
Before you can generate great leads, you need to know exactly who you're looking for. Get specific. I’m talking industry, size, growth stage, values, common challenges, and decision-making structure. The sharper your profile, the easier it is to recognize a lead when you see one. Ask yourself:
- Who do I serve best?
- What pain points do I solve?
- What signals indicate someone might need me?
This clarity also makes your marketing and outreach feel more personal—and that personal touch builds trust fast.
2. Offer Something of Value Up Front
People are cautious with their time and inboxes. So if you’re asking for their attention, give them something worthwhile in return. That could be:
- A free guide or checklist tailored to their industry
- A brief audit or consultation
- A compelling case study or insight into current trends
Think of this as a conversation starter, not a sales pitch. You're not trying to close a deal right away—you’re opening a door.
3. Use Your Network Strategically
I’ve found that one of the best sources of leads is the people I already know—or the people they know. Referrals tend to be warmer, more trusting, and quicker to engage. Here’s how I keep it natural:
- I stay top of mind by sharing helpful content, updates, or client wins.
- I don’t hesitate to ask if they know someone facing a specific challenge I solve.
- I make it easy for others to refer me by clearly communicating what I do and who I help.
Strong relationships are often the shortest path to strong leads.
4. Leverage Events and Speaking Opportunities
Whether it’s a local networking event, an industry webinar, or a speaking engagement, putting yourself in the right room matters.
When people hear you speak confidently about their challenges and see that you understand their world, they naturally see you as a credible resource. That’s how you move from being a stranger to a trusted advisor—and that’s when the lead generation flywheel starts turning.
Tip: Always follow up with the people you meet at events. A thoughtful message within 24–48 hours can turn a handshake into a meeting.
5. Build Trust Online Through Content
You don’t need to go viral to generate leads online. You just need to consistently show up with content that builds trust.
Write about what you know. Share useful tips. Talk about client problems (anonymously, of course). Highlight industry news or regulatory changes that might affect your ideal client.
What matters is that you show people you understand their world and can help them navigate it. That’s the kind of online presence that quietly generates leads in the background.
6. Track and Follow Up (Without Being Pushy)
I always keep a simple system to track:
- Who I’ve reached out to
- What they responded to
- When I should follow up
Follow-up is where many leads are lost—not because of bad intent, but because of busyness. Stay respectfully persistent. A gentle nudge with a clear offer to help goes a long way.
Final Thought: Lead Generation Is About Trust, Not Tricks
The best lead generation strategies are built on relationships, not gimmicks. If you position yourself as someone who listens, understands, and adds value, leads will start to come your way—organically, consistently, and with far less friction.
And once they do, it’s your job to turn that lead into a loyal client. But that’s a conversation for another day.
Let’s Keep Talking:
Jenny is a business insurance broker with Waypoint Insurance.
She is also a business development consultant with Impresario Partners, helping Canadian Business expand overseas.
She can be reached at 604-317-6755 or jholly-hansen@wbnn.news. Connect with Jenny on LinkedIn at https://www.linkedin.com/in/jenny-holly-hansen-365b691b/. Connect with Jenny at BlueSky: https://bsky.app/profile/jennyhollyhansen.bsky.social
Let’s Meet Up:
Jenny Holly Hansen is a cohost with Chris Sturges of the Langley Impact Networking Group. You are welcome to join us on Thursday’s from 4pm to 6pm at: Sidebar Bar and Grill: 100b - 20018 83A Avenue, Langley, BC V2Y 3R4
TAGS: #Jenny Holly Hansen #Lead Generation #Genuine Connections #Leverage Events and Speaking Opportunities #Share Content #Track Leads and Follow Up
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