If you struggle with increasing your website traffic, you are not alone. There are many ways to get from point A to point B. Lead generation through organic marketing takes time, but it is worthwhile and offers the best long-term results. In this article you’ll learn the basics of lead generation, organic marketing, organic leads, and tips on lead generation through organic marketing.
What is Lead Generation?
Lead generation is the marketing process of engaging and capturing interest in a product and/or service for the purpose of creating a sales pipeline. This process allows companies to nurture targets before they are ready to buy. Lead generation is useful for any size or of type company, and is necessary for both B2C and B2B businesses. According to marketo.com, “sixty percent of marketers state that lead generation is a key pain point for their company.”
Implementing a lead generation marketing process will increase brand awareness, build relationships, generate qualified leads, and will eventually close deals. If the focus is on lead quality, chances are greater of converting your lead into your customer. Ultimately, having higher conversion rates allow for investment in quality leads, increasing the return on investment (ROI).
“Customers are now smarter, more connected, more informed, more influenced and influential socially, and less likely to respond to campaign-bait. Marketing has to create content people actually want.”
– Tim Barker, Chief Product Officer, DataSift
What is Organic Marketing?
Organic marketing is used to develop brand voice, enable authentic interactions with customers, along with educating and converting blog readers. Organic marketing is a successful way to drive traffic to landing pages, your website, and other online assets. It is also referred to as inbound marketing and should not be confused with paid marketing.
People will discover your business through blogs, search engines, and social media. These avenues work together to form your organic marketing cycle. With this type of marketing, actions are much more intentional and are typically focused on educating customers, optimizing blog content and pages for SEO, driving authority in your industry, and building a long-lasting brand.
What are Organic Leads?
Organic leads find your company by searching for a product or service in a search engine, rather than directly through your URL or by clicking on a PPC ad. These prospects usually aren’t familiar with your product or service before they do an online search. Today, most searches are conducted through Google. If you have a question you’ll Google it. As marketers, we’re hoping that Google will populate information from our website as the answer to the searcher’s question. This is why companies battle to reach the top of SERPs (search engine results pages). We need their attention!
Top 5 Strategies for Lead Generation Through Organic Marketing
1. Conduct Keyword Research
Keyword search is essential so that your audience can find you online. To keep up with your competitors this is a crucial step. When keywords are incorporated in both your website and created content, your site will become more easily searched.
2. Understand Your Personas
It’s important to keep your target audience in mind when creating quality content. If done correctly you will naturally impact your organic rankings if your content resonates with your target persona. To understand your target audience you’ll need to know their demographics, psychographics, and buying behaviors.
3. Post Regular, Consistent and Helpful Content
One thing search engines and customers both value is consistency. The more solid content you create, the more leads you will generate. However, this content needs to be consistent with when your viewers are most active online and what days of the week they are best reached.
4. Include Videos to Your Website and Blog
Since 2007 video has been an important element to SEO, but it’s still wildly underutilized. One study found that websites that incorporate video are 53x more likely to rank on the first pages of Google search results. This is because Google cares more about quality content than keywords and most videos are educational and informative. Also, searches with video have a 41% greater CTR than searches without video.
5. Utilize Social Media
Don’t underestimate the power of social media. When the time is taken to create engaging content, and it’s shared across social media channels, it increases the chance that links are engaged and brings readers back to your website. Imagine each social media outlet as its own search engine. Another great tip is using #hashtags to optimize your social media posts. This will bring in more views, clicks, and retweets.
If you find yourself needing help with lead generation through organic marketing please reach out to our team here at Brand Iron. We will happily bring your business goals to fruition. Review our services and let us know how we can be of assistance. In the meantime, download our 6 Secrets to Digital Marketing PDF!
CEO | Brand Champion
Michael Doyle has been changing the face of Brand Marketing for over two decades. He built a tech-based advertising agency, DNA Advertising, into a multi-million dollar company. Michael sold the company as part of a national IPO in 2000. Michael founded Brand Iron in 2002 and has since lent his expertise to hundreds of other businesses in dozens of industries around the world.