In the long-term of my business, by FAR the best lead generation strategy has been blogging. When I can write guest posts on sites my target audience already reads, those posts pay me back for YEARS because people read them, see them, and then click on my author link to get in touch with me.

On my own website, I do basic SEO to answer questions people are typing into search engines, and get a lot of client inquiries that way.

This strategy does take some time to build up, but without it I'd still be chasing job listings and be working in more of a glorified freelancer model, rather than as a full-fledged service business/agency.