Organic lead generation is a big buzzword in marketing these days. It’s widely touted as a major strategy, particularly for B2B businesses, and rightly so.
It’s powerful and it’s not as hard as you might think.
Here’s a quick primer you can use as a springboard to launch your own organic strategy.
The 5-Minute Guide to Organic Lead Generation
Organic lead generation is when people find your content and convert on their own rather than through your advertising or other active marketing tactics. Also known as inbound marketing.
For example, if someone performs a Google search, clicks on your blog post in the results, and ends up filling out a form on your blog, that’s an organic lead.
The problem with this approach is that by nature, you can’t actively go hunt down these leads. Instead, you need to make it as easy as possible for them to find you.
Bringing In Organic Leads
The first thing to consider is the question: how will people find you? Most often, it will be through a Google search.
Google gets over 104,464 searches per second. That’s a lot of potential traffic for your website. You want your website to be as high in the results as you can get it, so as many people see it as possible.
The process of making that happen is called search engine optimization (SEO). Given the importance of organic lead generation, SEO is a major topic as well.
If you can get (and maintain) the #1 spot on the search engine results page (SERP) for a highly-relevant search term, you’ll generate a lot of traffic – and a lot of leads.
Those search terms, called ”keywords”, are the critical factor.
Learn more about Inbound Marketing.
Picking Great Keywords
Let’s say you want to rank for the topic of CRM software. “CRM software” seems like a pretty natural keyword to pursue. And that’s the problem – it’s far too broad.
Your page will be competing with every single CRM software vendor out there, every single blog that talks about CRM software, and so on. You’ll probably get buried.
Instead, narrow your focus. “Affordable CRM software” is a bit better, but not good enough; you’ll still be competing with almost everyone.
“Affordable CRM software for small businesses” is even more focused, and now you’re starting to get specific enough that you’ll stand a chance of showing up near the top.
Narrow it down one more time. “Compare affordable CRM software for small businesses” is laser-focused and gives you plenty of direction for where to go with your page.
Who’s going to be searching for that term? People working for small businesses are looking for an affordable CRM software.
Make it a great comparison page that highlights why your CRM is the best value for the price, especially for small businesses.
Identify your particular target audience and target the terms that are most relevant to them. That way, the people reaching your site are the ones most likely to convert.
Learn more about How Search Engine Optimization Can Fill Your Lead Funnel.
If it seems like every company out there has a blog, it’s because blogging is still the heavy hitter for organic leads.
It’s incredibly easy to write a blog. It’s harder to write a good blog.
Think about your target buyers. Who are they? What problems do they have?
Pick a specific challenge that you know they struggle with. Solving that challenge will be the topic of your post.
Now do some legwork and find a nice specific keyword that people are using to try and find the solution to the challenge. Make sure you use that keyword in your blog’s title and include it throughout your post, too.
Make it sound natural, though. If it sounds even slightly like you’re forcing it in there for the sake of having it, cut it. Overusing keywords is called “keyword stuffing” and Google actually penalizes that with a lower rank.
Once you have that in hand, roll up your sleeves and write a really good post that clearly explains how to solve that problem.
Now do the whole thing again every time you write a post.
Yes, it can be time-consuming and tedious, but organic lead generation is a marathon, not a sprint. One big blog post won’t flood your funnel with leads overnight, but as you build up a library of great content, you’ll also build up a reputation as an authority in your space.
Which will in turn get you ranked higher on Google SERPs and bring in more traffic.
Learn more about B2B Blog Ideas.
Capturing All That Traffic
As your organic traffic grows, you’ll want to capture as many leads from it as you can. In general, that means encouraging them to fill out a form.
Forms are great, but what about all the leads who never convert on a form? Many companies generally just miss out on those potential leads.
B2B businesses have a better option. Clickback lets you capture leads you otherwise would have missed.
Here’s how: it identifies companies that have visited your website, whether they converted or not. You get in-depth information about those companies.
You also get accurate contact data for leads at those companies, including key contacts such as decision-makers’
You’ll get other useful features too, like notifications when target companies return to your site, a full lead scoring system, and more.
Capitalize on your organic lead generation efforts with Clickback’s Lead Generation Software. Get yours today.