Your marketing team spent months building entire online presence from the ground up. But organic leads aren't rolling in as expected.
The missing piece of the growth puzzle is organic lead generation.
Your team should build an organic lead-gen engine to generate organic leads, allowing potential buyers to discover your company and turn into ideal customers. An airtight strategy can take from zero to a hundred and ramp up revenue significantly.
Let's learn what organic lead generation means and some tactics to succeed.
What Is Organic Lead Generation?
Organic lead generation refers to a strategic effort to reach prospective customers and generate leads at scale without investing in paid channels. It prioritizes organic marketing over paid advertising to increase brand awareness and capture new leads.
For example, your organic lead-gen strategy would focus on driving traffic through search-optimized articles rather than running PPC ads.
Why You Need An Organic Lead Generation Strategy
Here’s the thing: organic lead generation can’t deliver overnight success. Your marketing team should dedicatedly invest time and efforts to see long-term results. That’s why most business owners shrug away from this strategy.
But, a solid organic lead-gen plan can bring you several benefits, including:
Improve authority: By publishing meaningful content, giving helpful tools, and hosting relevant webinars, you can establish your brand as a thought leader in the industry. This builds more credibility, and eventually, potential customers will pick your company over the competition.
Cost-effectiveness: Organic lead-gen might take more time to bring ROI, but it’s more cost-effective than paid campaigns. Done right, you can witness similar results as paid marketing without investing too much capital.
Maximize brand trust: Savvy buyers consider ads to be spammy. The more ads you run, the less likely are people to trust your brand. Instead, you can offer more value to your target audience through meaningful marketing efforts.
Better customer alignment: Organic lead generation is all about zooming into customer pain points and offering feasible solutions. Buyers will be more invested in your brand when you prove that you understand their problems and can solve all issues.
Best Organic Lead Generation Strategies to Get Started
First of all, you need to know your audience. This is important for effective organic lead generation. It involves delving deep into the needs, preferences of your target audience. This invaluable information allows you to create content that truly resonates with potential customers, ensuring that every piece of content aligns with their interests and needs.
Audience research can be conducted through various methods, including surveys, interviews, social media engagement, and analyzing purchase data. Once you understand your target audience’s needs and pain points, you can create relevant and effective marketing content that attracts and engages them. This, in turn, can help businesses generate more organic leads and drive conversions. Let's now build your lead generation action plan. Here is how to do it:
1. Leverage Email Marketing
One in three marketers uses email marketing and 87% of the surveyed marketers plan on increasing their investment on email in 2024.
Email is a timeless marketing channel with so much to offer. You can personalize the buyer experience for potential customers and keep them up-to-date with the latest developments in your company with exciting emails.
The goal is to stay top-of-mind for your buyers and establish a trustworthy relationship with email marketing. Here’s an example of an email flow to achieve this goal:
You can build an email list and segment audience based on buyer profiles. Then, create email sequences to consistently share value-packed insights—whether it’s a link of your latest blog post or your recent webinar conversation.
Remember to A/B test your email marketing campaigns. You can test different email formats, subject lines, CTA placement, email copy, and other elements.
2. Drive Traffic Through SEO
SEO is a critical channel of any organic lead generation strategy. And 93% of marketers claim that SEO has positively impacted their website performance to generate leads organically.
Contrary to what many people believe, you don’t need an elaborate setup to execute an SEO strategy. It’s possible to get started without high upfront costs as well.
Focus on picking long-tail keywords relevant to your business. You can think of the biggest pain points you solve and find keywords around these problems. Then, create website pages and content assets targeting these keywords.
Here’s a start-to-finish SEO checklist to kick-start your efforts:
If you offer services in a specific region, you can leverage local SEO by optimizing your Google My Business listing.
And once you’ve established strong foundations for your SEO strategy, you can implement a programmatic SEO campaign to maximize website traffic. International SEO is another advanced tactic to reach a global audience across different parts of the world.
3. Invest in Content Marketing to Generate Organic Leads
Content marketing is one of the most effective organic lead-gen channels. You can gain visibility and earn people’s trust based on the kind of value you deliver.
A good content marketing strategy can position your brand as a trusted thought leader.
Here are a few types of content you can invest in:
Business blog
Landing pages
Podcasts & webinars
Product documentation
Original research reports
While most of these content types are widely used across industries, interactive content can become a huge differentiator for your brand. With tools like involve.me, it’s easy to create interactive content in seconds—simply choose a use case, pick a template, customize, and ship!
You can create interactive assets like quizzes, surveys, calculators, and a lot more. Browse through 350+ templates available in involve.me’s template library to get started.
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4. Create A Social Media Strategy
Social media can make or break your lead-generation efforts. Active social media presence to engage potential customers and create a community around your brand.
Social channels give you the platform to:
Showcase your brand personality
Share your industry expertise
Collaborate with other brands
Choose the right social media platforms depending on where your buyers typically hang out. For example, if you’re a B2B brand, you definitely want to post on LinkedIn. However, if you’re an eCommerce brand, TikTok and Instagram should be your primary channels.
Create a strategy around how you want to leverage different kinds of content, like live events, static posts, long videos, short-form videos, stories, etc.
5. Launch Relevant Lead Magnets
Lead magnets are a great way to capture high-intent leads. You encourage buyers to share their information in exchange for a valuable resource.
For example, let’s say you’ve created a lead magnet that shares the latest statistics from your industry. Those interested in reading this report will share their name, email, and other details to access the document.
You can get creative when building lead magnets. Here are a few types of lead magnets to create:
E-books
Chatbots
Calculators
Whitepapers
Curated galleries
Research reports
Lead magnets are more advanced than general content assets because they provide unique value that people wouldn’t find anywhere else.
6. Build Guest Blogging Partnerships
You can also level up your organic lead-generation efforts through guest blogging partnerships. These quid-pro-quo partnerships with different brands and thought leaders focus on exchanging valuable content on each other’s websites.
For example, you can request a brand to publish a guest post on their blog while giving them a shoutout in one of your articles.
Another way to approach guest partnerships is through webinars and co-branded lead magnets. The idea is to create something meaningful for both parties to make it a lucrative collaboration. The task is quite simple. Do some research on LinkedIn to find out who is responsible for content marketing, find their email addresses, and reach out through an email outreach tool.
7. Website Optimization
Website optimization is a necessary component of generating organic leads. A well-optimized website not only attracts potential customers but also engages them, increasing the likelihood of conversion. Key aspects of website optimization include improving page speed, simplifying navigation, and ensuring responsiveness.
Page Speed
is a crucial ranking factor for search engines, and a slow-loading page can drive users away, potentially towards your competitors. Ensuring your website loads quickly can significantly enhance user experience and keep visitors engaged.
Simple and Intuitive Website Navigation
helps guide your audience directly to what they need, making it easier for them to find relevant information. This can drive better organic traffic to your business and improve the chances of converting visitors into leads.
Responsive Website
A responsive website design ensures that your site looks and functions well on all devices, from desktops to smartphones. This is essential for providing a seamless user experience, which can increase the likelihood of generating leads.
8. Nurturing Leads
Nurturing leads is a vital aspect to get high quality leads. It involves building and maintaining relationships with your organic leads by providing them with relevant and valuable information that helps them make informed decisions.
Effective lead nurturing can be achieved through various channels, including email marketing, social media, and high quality content.
Businesses can build trust and credibility with their target audience by consistently offering valuable insights and information. This trust is crucial for increasing the chances of converting qualified leads into ideal customers. Lead nurturing requires a deep understanding of your target market’s needs and buying behaviors, as well as a strategic approach to content marketing and lead generation.
Creating a series of touchpoints with your leads is essential for effective lead nurturing. This can include organic lead generation campaign that provides helpful content, social media posts that engage and inform, and content marketing efforts that address specific pain points.
9. User-Generated Content (UGC)
User-generated content (UGC) refers to any content—text, videos, images, reviews, etc.—created by people, rather than brands. Brands will often share UGC on their own social media accounts, websites, and other marketing channels.
Benefits:
Authenticity: UGC is perceived as more authentic and trustworthy compared to brand-created content.
Engagement: Content created by users often receives more engagement, as it resonates more with the audience.
SEO Boost: Featuring user reviews and content can enhance SEO by continuously refreshing content and increasing the time visitors spend on your pages.
Implementation Steps:
Encourage Sharing: Use hashtags, contests, or incentives to encourage customers to share their experiences with your product or service.
Feature UGC: Regularly feature user content on your website and social media channels. Always get permission before using a customer's content.
Integrate UGC in Marketing: Use positive reviews and testimonials in your promotional materials and product pages.
10. Implement Topic Clusters for Enhanced SEO
Topic clusters structure your website’s content architecture to boost SEO and improve the user experience. By creating a central pillar page that broadly covers a topic and multiple content pieces (cluster content) that address related subtopics, you can cover a subject in depth.
Benefits:
SEO Improvement: Search engines can easily scan interconnected content and recognize your authority on specific topics, potentially boosting rankings.
User Experience: Helps users find information more easily and encourages them to spend more time on your site due to the comprehensive coverage of their interests.
Implementation Steps:
Identify Pillar Topics: Choose broad topics that are important to your audience and for which you want to be recognized as an authority.
Create Cluster Content: Develop content that addresses specific, related questions or subtopics linking back to the pillar page.
Interlink: Ensure all related content pieces are interlinked to guide users and search engines through related topics.
11. Optimize for Voice Search
As voice-activated devices become more prevalent, optimizing for voice search is crucial to capture this growing segment of organic searches. Voice searches are generally more conversational and may involve different keywords than text-based searches.
Benefits:
Increased Visibility: Being optimized for voice search can place you in more direct paths for potential leads using voice search devices.
Local SEO: Voice search is often used for local queries, which can be particularly beneficial for local businesses.
Implementation Steps:
Use Natural Language and Long-Tail Keywords: Integrate conversational, long-tail keywords into your content that mirror how real people talk and ask questions.
FAQ Pages: Create FAQ pages that directly answer questions people might ask using voice search.
Optimize Local SEO: Ensure your business’s NAP (Name, Address, Phone Number) is consistent across all online platforms and easy to find.
12. Leverage Video Content for Engagement and SEO
Video content is highly engaging and can significantly improve the time spent on your site, which is beneficial for both user engagement and SEO. Videos can be used to explain complex products, showcase testimonials, or share behind-the-scenes content.
Benefits:
Improved Engagement: Videos can capture and hold the audience’s attention more effectively than text or images alone.
Enhanced SEO: Videos can improve your site’s search rankings by increasing engagement metrics and providing opportunities for backlinks if others share your content.
Versatility: Videos can be repurposed across multiple platforms, such as social media, YouTube, and your website.
Implementation Steps:
Identify Video Topics: Create videos based on popular content topics, customer questions, or areas where you can provide unique insights or demonstrations.
Focus on Quality: Ensure your videos are high quality and provide value. Include clear calls to action, encouraging viewers to engage further with your brand.
SEO for Video: Do keyword research and optimize your video titles, descriptions, and tags with relevant keywords. Include a transcript to boost SEO further.
Lead the Way with Organic Marketing Efforts
With these six proven tactics, you’re all set to kick-start your organic lead-gen strategy. Remember to focus your efforts on one channel before expanding to others. It’s better to start with a few of these tactics rather than experimenting with multiple avenues.
One of the easiest ways to capture leads organically is by creating engaging content and lead magnets. involve.me has you covered with hundreds of customizable templates!
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Author bio
Eduard Klein is an International Digital Growth Marketer, Blogger, and Entrepreneur with a global mindset. He is the founder of RocketGrowth and guides through the process of starting and growing a digital business, and riding the wave of digital technology and marketing without getting swept away.
