How You Can Nail Your Brand’s Organic Lead Generation

Posted on February 16, 2023 | Updated on February 16, 2023

Finding new customers without spending much or any money is the driving force behind new growth. You can spend thousands on advertising campaigns and even have some success from them, but until you combine organic lead generation with other efforts, your results may fall flat. 

What exactly is organic lead generation? In a nutshell, it is anything that makes potential customers aware of your brand outside of traditional advertising channels.

How Can You Improve Your Organic Lead Generation? 

In a survey of top marketing professionals, researchers found organic searches make up 50% of website traffic and customers click through more on organic results than paid ones. Building trust is a big component of nailing organic lead generation. When your site pops up as an authority on a topic, you instantly up the trust factor. 

Wondering how best to improve your results? Here are some top tips for creating better organic leads and taking advantage of the low-cost benefits of the model. 

1. Pay Attention to Keywords

For a number of years, some experts have stated keywords aren’t really the in thing anymore. However, they are still the way people search for topics on search engines such as Google. What is out of style is stuffing keywords, which you should never do.

To improve organic lead generation, figure out what phrases people search for related to the product or service you sell. For example, if you sell peanut butter bars, you would see what phrases people type into sites such as Google about peanut butter bars.

Start by searching for “peanut butter bars.” Look under “People Also Ask” to see what questions they’re asking. The popular questions often are the topics you should cover on your site.

You can also use keyword research tools to see what clickthrough rates are and how heavy traffic is for a particular phrase. 

2. Combine Online and Offline Strategies

Online organic lead generation is often the natural focus of campaigns. However, you’ll find many offline opportunities to reach new leads, too. In recent years, acquiring new customers costs 50% more than in the past. One reason is an oversaturation of advertising. 

Getting out into your local community gives you a natural pool of leads you otherwise wouldn’t have. Many people enjoy supporting nearby businesses. Once they know your name and how you’re involved in bettering the area, they’re much more likely to use your product and to tell others. 

3. Create Relevant Content

Establishing yourself as an authority in your field is crucial to attracting new clients. When someone has a need that your company meets, you want your name to be the first thing they think of.

One way to accomplish this is by creating relevant content that solves pain points for your target audience. Going back to the example of peanut butter bars, you might discover that people buy peanut butter bars as a healthy snack. 

You might add content about things such as taking a peanut butter bar along when on the road to avoid the temptation of fast food or gas station candy bars. If you want to drive organic lead generation to your website, you have to think of the topics people want to know about and add them. 

4. Engage Users

When people land on your website, what is the first thing they see? You must grab their attention from the minute they arrive until they convert into leads. Think about your buyer’s journey and the different stages the typical user goes through before sharing their information with you.

Ideally, you’ll have a mix of different methods for keeping them engaged. You might share a video, tweak the wording on your headline and have surveys and clickable call to action (CTA) buttons. Organic lead generation is about more than driving them to your site. You also have to convince users to share their personal data so you can continue the conversation. 

5. Know Where They Hang Out

Statista recently reported around 4.59 billion people use social media around the globe. By 2027, experts predict the number will hit 5.85 billion. Figuring out which platform your target audience uses helps you know where you can post information that drives organic traffic to your website. 

Think about the times they’re most likely to get on said platform and what groups and topics they’re most interested in. You may have to conduct a number of surveys and do some A/B testing to figure out what your customers respond best to. 

You can also utilize third-party social media posting sites to gain even more insight into behaviors. Sites such as HootSuite and Buffer offer suggestions for the best time to post based on previous user engagement, for example. You may find their selections work great for your model or you may need to try something new. 

6. Optimize Your Website

Just getting traffic to your page isn’t the only thing you need to do. Once people land on your site, you have to make sure everything works smoothly so you don’t risk losing them before they convert. 

Consider things such as page speed. Does everything load immediately? How visible are your CTA buttons? Do they contrast with the rest of the page? Play around with placement. Look at every little aspect of your website design and keep changing things until your conversion rate beats industry averages. 

How Much Does Organic Lead Generation Matter?

You can use only paid advertising and still gain new leads. However, the amount of funds you have for advertising is limited. With organic lead generation, there are no limits to your reach. You may need to spend a little time and effort, but you won’t run out of advertising dollars. Think of fresh and exciting ways to tap into your target audience, and watch your business grow. 

About The Author

Eleanor Hecks is the Editor-in-Chief of Designerly Magazine, an online publication dedicated to providing in-depth content from the design and marketing industries. When she's not designing or writing code, you can find her re-reading the Harry Potter series, burning calories at a local Zumba class, or hanging out with her dogs, Bear and Lucy.

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