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Lead Generation: Strategies, Tactics, and More (Blog 4 of 5)

In the second blog of our lead generation series, The Journey, we discussed that creating a lead generation campaign is a big part of your company’s journey. The first step of that campaign is to generate a campaign objective, which will break down into a strategic and a tactical plan.

There is some confusion about the difference between a strategy and a tactic, but they are both necessary to achieve your objectives and goals. Before moving forward, let’s go over the definitions.

A strategy is a comprehensive approach you will take in the future to achieve a set of goals you have set for your business. Some business strategy examples are creating uniquely desirable products and services, or offering specialized services in a niche market.

Tactics are the specific actions you take to support and achieve your overall success. They are the implementation plan that will turn your strategy into reality.

In simple terms, think strategically and act tactically. A strategy is an overall campaign, and the tactics are the means of achieving your campaign goal.

What makes a good strategy?

  • reflects the core values of your organization

  • outlines how you plan to achieve your primary objective or goal

  • actionable, measurable, and repeatable

  • serves as the foundation for all the activities within your organization

  • guides decision making

  • gives you a path toward achieving your mission

What makes a good tactic?

  • has a clear purpose

  • a short-term step that helps you hit your smaller goals

  • puts intent into action by focusing on efficiency (cost, effort, resources)

  • aids your strategy

  • involves best practices, specific plans, resources, and initiatives

One of the most important things to remember is that strategies and tactics must align for your business to succeed. Misaligned strategies and tactics confuse clients, send mixed messages, and attract the wrong clients.

How a strategy and tactics work together

  • A strategy is a long-term vision, and tactics are short-term actions.

  • Suppose your strategy is to improve your influence and performance on social media. In that case, your tactics might be to determine the best social channels for your business and the most effective messages for your audience.

  • Strategies and tactics should always be in-line with one another.

  • Your strategy should determine which tactics your organization will execute.

Now that we have discussed the differences between strategies and tactics, let’s consider a useful tactic that can help you achieve more leads, the lead capture. As we discussed in a previous blog in this series, Lead Generation: The Journey, a lead magnet or capture is an essential part of your lead generation campaign.

What is a lead capture?

Lead capture is the process and procedure of obtaining contact information from a potential lead to transition them to a client/customer. A lead capture is a marketing tool that should be a part of your lead generation strategies.

Why is lead capture necessary to your business?

Lead capture's most crucial goal is collecting valuable information from potential leads. This information helps you learn more about your target audience, improving your buyer persona. This will also help you strengthen your relationships with your clients, build loyalty and trust, and allow you to nurture your leads better and move them through the sales/marketing funnel.

There are a variety of ways to capture lead information. For example, you can have a lead capture form for a newsletter subscription, a registration form for a webinar, or a quote request form on your website. There are three essential elements to remember when creating your lead capture form:

  • Have a clear purpose and objective for your lead capture campaign

  • Offer something of value to potential leads so they are motivated to provide their personal information

  • Find a balance of give and take, not requesting too much information

Best lead capture for your business

Lead capture page This is a landing page where site visitors are offered something of value in return for their personal data. Potential leads are typically directed to the page after clicking a link in an email, ad, or search engine results page.

Lead capture form

A form usually contained within a landing page. The goal is for visitors to complete all fields on the form in exchange for something valuable. Email address is one of the most common fields on the capture form because it is a non-intrusive way to contact someone later.


Small windows that suddenly appear on the computer screen meant to attract the attention of potential leads. Make sure your pop-up is visually appealing, relevant, and valuable, limited to one per unique visit, and can be exited quickly.

We hope we have provided you with beneficial information and tools to help you formulate your lead generation strategies and techniques. If you want to gain more knowledge to help you gain more leads, visit our website. You can also contact MLC Expert Consulting by calling 843.819.0103 or messaging us through our website to discuss how we can further help you.

Lead Generation: Strategies, Tactics, and More

Lead Generation Strategies and Tactics Companion (4 of 5)
Download PDF • 160KB


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