Introduction

Small Business Lead Generation: Email vs Social Media vs Marketplace is the decision most local and online SMBs face weekly. This guide gives you a simple scorecard, channel-specific templates, and the KPIs that prove what’s working—so you can double down with confidence.

Note: Always follow email consent laws and each platform’s posting rules. Use real photos and transparent pricing to build trust.

1) Why channel mix matters

• Diversifies risk: If an algorithm dips, your pipeline doesn’t.
• Matches buyer intent: Marketplaces = ready now; social = browsing; email = warm & owned.
• Compounds learning: Wins in one channel inform copy and offers in the others.

2) Quick scorecard: cost, speed, intent, scale

3) How to choose your primary + support channel

• Need leads this week? Primary: Marketplace • Support: Social DMs
• Have small list + repeat buyers? Primary: Email • Support: Social proof
• Visual product/service? Primary: Social • Support: Marketplace listing

4) Offers that convert in each channel

5) Email playbook (list, cadence, subject lines)

• Warm list first: customers, inquiries, event leads
• Cadence: 1×/week; value first, one CTA
• Subject templates:

  • {First name}, quick idea for {outcome}
  • Can I send a 2-min {audit/checklist}?
  • {Area} customers loved this {before → after}

• Footer: reply keyword (“Reply ‘QUOTE’ for pricing”)

6) Social playbook (content, DMs, captions)

• Content mix: 40% proof (before/after), 40% how-to, 20% behind-the-scenes
• DM opener:

  “Hey {Name}—noticed your post about {problem}. 
  We help {people like them} get {result}. 
  Want a quick estimate? Happy to share ranges.”

• Caption CTA: “Comment ‘QUOTE’ or DM ‘TIMES’ for a slot.”

7) Marketplace playbook (titles, photos, pricing)

Lead with clarity: bright photos, specific title, transparent price or estimate method.

Title: {Service/Item} — {Flat price/Range}, {Neighborhood/Radius}
Description:
• Who it’s for + key benefit
• What’s included (bullets)
• Area served + timing
• Price/estimate method
• CTA: Call/Text {Number} or “Reply with TIMES”

8) Creative assets & proof you can reuse

• 1 bright hero photo + 3 supporting angles
• 30-sec video (process/after)
• Mini-case: before → after → one-line quote
• Simple rate card or starter bundle

9) Funnel & KPIs: top → middle → bottom

Tracking tip: add a “Source” dropdown (Email/Social/Marketplace) to every quote.

10) Attribution & UTM tracking

Use short links with UTMs in bios, emails, and listings.

Example: utm_source=social&utm_medium=organic&utm_campaign=spring_bundle

11) Posting & sending calendar

• Mon: Post marketplace listing + social proof
• Wed: Email value tip + CTA
• Fri: Social how-to + weekend availability
• Daily: Reply within 10 minutes when possible

12) A/B tests that pay off fast

1. Email subject: benefit vs curiosity
2. Social hero: person at work vs finished result
3. Marketplace title: flat price vs benefit-led

Decision rule: keep the variant with higher replies per 100 views/opens across 3 similar windows.

13) Compliance & deliverability basics

• Email: consent, unsubscribe link, honest identity
• Social/Marketplace: accurate categories, no prohibited claims, real photos
• Keep a simple log of outreach and permissions

14) 30–60–90 day rollout plan

Days 1–30 (Foundation)

1. Pick your primary + support channel
2. Create one irresistible offer + proof pack
3. Ship: 1 listing, 3 social posts, 1 email/week

Days 31–60 (Momentum)

1. Run two A/B tests (title + hero)
2. Add UTMs; build a one-sheet dashboard
3. Save replies for quotes and scheduling

Days 61–90 (Scale)

1. Codify SOP; delegate posting/replies
2. Expand to a second subregion or collab
3. Prune weak variants; keep winners

15) Troubleshooting & optimizations