In general, there is no one magic way to generate an avalanche of leads.

It is possible for some businesses through a dramatic viral marketing outcome (think Youtube) but on the whole, on going and effective lead generation comes down to a combination of advertising, public relations and a systematic approach to referrals - the new business triangle as I like to call them.

Each form of lead generation strategy in isolation usually provides oridinary results. Employing all 3 approaches in concert provides a powerful synergistic effect that provides often spectacular results in comparison.

In order to better understand why this multi strategy approach makes sense let me explain the 3 P's of lead generation: Proposition (as in value proposition), Placement (as in the 3^rd P of traditional marketing) and Process.

Each of the points in the lead generation triangle offers you some advantage in one or more of the 3 Ps. A strategy that leverages all three points provides a more effective mix.

Here is how each of the strategies pan out.

1. Advertising

Dependent on the value of your keywords and habits of your target audience, online advertising offers a cost effective option over traditional forms of advertising medium. If your research is conclusive and yields a rich source of keywords, Placement will define your success.

2. Public Relations

Public Relations is a word driven marketing event and while the ideal value proposition should be communicated in less than 3 nano-seconds, public relations provides a strategy that both reinforces and explains the value proposition in much more depth.

3. Referrals

Oftentimes confused with "word-of-mouth", referrals are a positive and action orientated twist on the misunderstood term "favourable word of mouth". The referral source provides a compelling reason to buy your product through positive experience and education. This is more than talking about your brand and is the outcome from a high yielding customer experience program.

Each of the points in the New Business Triangle have their strengths and weaknesses however when they are used in the "a third, a third, a third" combination, they create synergistic effect that creates momentum in your marketing program.

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