There are several ways to generate leads for your business. Most marketers try out a few different methods of lead generation to see what works best for their business. Such methods include pay-per-click (PPC) advertising, promotional offers, outbound marketing, and organic lead generation. In this blog, we will explore organic lead generation. This is one of the most effective marketing tools you can use. It helps you to increase your brand awareness, bring relevant traffic to your site, generate high-quality leads, and ultimately boost your conversions.
What Are Organic Leads?
Organic leads are potential customers who find your business through an online search. When a person enters their search query into a search engine such as Google or Bing, the most relevant sites and content appear at the top of the page. Relevancy decreases as you scroll further down the page and into the second or third page. Search engine results pages (SERP) show the most relevant, highest quality search results first. Given that over 25 percent of searchers click on the first search result according to SearchEngineJournal, if you’re not at the top, or at least near, the top, you need to take a look at your strategy.
Often, the searcher is not aware of your business until they search online for their wants and needs. When they search, and if you’ve optimised your site and content for search engine ranking, your business should appear in the top results. The problem is that there may be many businesses similar to yours competing for that top spot. So, the question is: how can you stand out among your competitors?
Keyword Research
Keyword research is one of the most essential and useful tools you can use to boost your organic visibility. Whatever the nature of your product or service, specific keywords and phrases are highly relevant. These keywords and phrases will be searched by your target audience when they type their query into a search engine. For example, if you offered a childcare service, then ”childcare” would be an extremely relevant keyword.
With well-researched keywords, you can optimise your content in a way that promotes a high ranking on search engines. This is known as search engine optimisation (SEO). You can gain insight into relevant keywords by using keyword research tools such as SEMrush or Google’s Keyword Planning Tool. These tools let you see how your competitors are ranking on Google and show you the keywords that are helping them rank high.
Publish Consistent, High-Quality Content
Once you have identified your essential keywords and phrases, it’s time to add them to your content. The content you create and publish should be of consistently high-quality. This means that it is optimised for search, relevant, engaging, and makes the reader want to take action.
Consistency is essential when it comes to publishing content. This includes your blogs, your social media posts, and your email newsletters. Consistency does not mean spamming your leads with content every day. It means posting on a regular schedule so that your leads and prospects can know when to expect a new blog or a new email.
Make sure you stick to your promises. If you tell a new lead that you will email them once a week, don’t break that promise. Prospects want to trust your business, so breaking a promise like this and emailing two to three times a week immediately breaks trust.
Understand Your Customer
Do you know who you are trying to reach? You can try to market blind, and you might catch some leads, but this is not an effective method of generating high-quality leads. It’s essential to understand the details about your buyer personas. What type of job do these people have? Are they likely to have a busy schedule or a lot of free time? Do you know their economic status? Their level of education? All of these factors make a difference in writing relevant content.
You can use your content to demonstrate that you understand your audience’s lifestyle and personal wants and needs. When you do this, you show your potential customers that you care and that you can help them. You can show your audience that you understand them by identifying and empathising with their pain points and offering realistic and practical solutions throughout your content. Be careful to not completely give the game away – use your content to inspire readers to take further action.
Utilise Social Media
With high-quality, relevant content that is SEO optimised, you can boost your presence and reputation on social media. Social media is an invaluable marketing tool that, when used well, can drive a high volume of organic traffic to your site. Share your content across your social media channels such as Facebook, Instagram, and LinkedIn.
Understanding your audience is important for getting the best out of your social channels. Identify which platforms your audience uses most often. This will help you to gain insight into their online habits.
Different platforms have different benefits. For example, if you are a clothing company, then Instagram and Pinterest are excellent platforms to use. They are based on visual-content and give you a chance to create aesthetically pleasing and alluring content. LinkedIn is an excellent option if you are a B2B business, as this platform is used for B2B purposes more than other platforms.
The Takeaway
Search engines are constantly improving and refining how search results are delivered. The purpose of engines like Google and Bing is to provide content that is worth reading. If you want to improve your ranking on these search engines, then your content needs to satisfy the search intent. If you can answer important questions and offer practical solutions to those searching, you will receive more traffic, and your search engine popularity will increase. If the content you publish is consistent, engaging, and highly relevant, then your popularity will continue to grow. This means that you can eventually rank much higher on search engine results pages.
