[GUIDE] Organic Lead Generation 101: Five-Step Implementation

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SalesRoads Content Team

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Lead generation campaigns can focus on paid or organic channels. 

Paid channels offer an instant boost to your campaign but require a recurring investment, whereas organic lead gen efforts increase qualified lead volume without the overhead of advertising.

The Best Strategies to Generate Organic Leads 

Organic lead generation refers to attracting prospects through non-paid methods such as search engines, social media channels, or blog content. 

Most organic lead gen strategies will need to be implemented by your marketing team or agency. Here are the best organic lead generation practices you’ll want your marketing team follows through on. 

Optimize your website for organic search 

Search engine optimization (SEO) is the process of improving your website’s visibility in search engines. 

Using business-specific keywords with recommended SEO practices ensures your website appears on the first pages when a prospect looks for solutions related to your product.

You can identify these keywords using tools such as Ahrefs, Google Search Console, and SEMRush.
Here are the best SEO practices to apply to your website:

Long-tail keywords
Reputable backlinks
Fast page speeds
Responsive design
  • Long-tail keywords: While single-word keywords have a higher search volume, long-tail keywords are more targeted. Using the phrase “B2B appointment setting for manufacturers” rather than “Appointment Setting” ensures you’re targeting visitors with specific content related to their search.
  • Reputable backlinks: Backlinks are key signals for search algorithms in deciding your website’s ranking. Using reputable, high-quality backlinks boosts your SEO strategy.
  • Fast page speeds: If your website’s speed is low, your visitors become frustrated and bounce. Having a high-speed page improves your ranking.
  • Responsive design: It refers to creating a web page that adjusts for all screen sizes. Optimizing your website’s design improves user experience and ranking.

Improve your search rankings by implementing the recommended SEO practices to get a high SEO rank and make your website an organic lead magnet.

Improve conversion with quality blog content

Blog content takes your SEO strategy a step further by offering content for customers at all stages of the buyer’s journey.

Covering topics for your target audience generates top-of-funnel visibility and makes your blog a destination point for decision-makers in your industry.

Leveraging your sales team is a great strategy for discovering topics that will appeal to your audience.

Your marketing team should apply the following blogging tips to drive organic leads:

  • Tip #1: Implement valuable lead magnets

Lead magnets are free offerings to collect prospects’ contact information. A free guide on your blog post covering a critical topic for your target audience provides a ton of data for lead generation.

  • Tip #2: Write unique topics

Covering a topic from a unique perspective makes your blog post stand out and boosts your search engine ranking.

  • Tip #3: Use appealing CTAs (calls-to-action)

CTA is the action businesses want leads to take, such as subscribing to email newsletters, registering for a webinar, or downloading an ebook. 

With more appealing and convincing CTAs, you can use your blog posts effectively to generate leads.

  • Tip #4: Share your blog content on social media and email

After posting your blog content, sharing it on social media and email increases your post’s visibility and engagement rate by driving interested leads.

Social Media Channels

Today’s customers want to be spoken with, not spoken at. They value trust-based relationships and like to interact with brands on a personal level. 

Marketers use social media to warm up prospects before passing them to the sales team to convert warmed leads into customers. This ability makes the sales team’s job considerably easier and boosts the number of leads converted.

Consistently sharing quality content such as images, blog posts, videos, and articles on social media channels such as Twitter, Facebook, and LinkedIn multiplies your chances of getting organic engagement. 

  • Instagram

Instagram is an engaging platform where you can convey brand awareness.

After piquing your leads’ interest with the right hashtags and quality content, you can collect their contact information by linking your website to your Instagram profile.

  • Twitter

Twitter is a beneficial platform for organic lead generation. It provides a fast-paced interaction with active and ongoing conversations.

You can increase your business visibility on Twitter by following relevant trends and topics.

  • Facebook

Facebook is an open platform that allows you to create a business page and deliver your products or services to millions of users. 

Facebook Messenger allows you to respond to queries in real-time, which can encourage your leads toward a purchase decision.

  • LinkedIn

LinkedIn is a great platform for professional networking. You can promote your expertise with informative articles or engaging posts. 

It makes lead generation easier by automatically filling in leads’ contact information when they click call-to-action buttons.

The Implementation of Organic Lead Gen Strategies

A blog post without quality content or a social media post without targeting the right audience won’t bring significant results. 

Organic lead generation requires identifying the right strategies for your business and internalizing a five-step implementation plan to drive benefits.

Step #1: Understand the lead lifecycle

Lead lifecycle is the process of a lead through the sales pipeline. 

Cold Leads
Warm Leads
Qualified Leads
Customer
  • Cold Leads: The lead has shown no interest in your product or service, but he/she fits your buyer persona and target demographic.
  • Warm Leads: The lead shows interest in your brand, permitting you to contact him/her.  
  • Qualified Leads: The lead is willing to take the next step: he/she wants to buy your product or service and needs a tiny push.
  • Customer: Your lead becomes your actual paying customer.

Identifying your leads’ lifecycle ensures when to pass your prospects from marketing to sales by avoiding funnel leaks.

Another benefit of it is that you can track and measure your progress in organic lead generation.

Step #2: Know your target audience like the palm of your hand

Target audience is a group of people who have been identified as potential customers for a business.

Organic lead gen implementation requires different types of strategies for cold, warm, and qualified leads or paying customers, so knowing your target audience for each stage is essential.

Identifying the target audience is often more difficult than planning strategies. If you’re struggling with identifying your audience, consider outsourcing your TOF efforts to an agency that can help you identify your best customers.

You can avoid targeting the wrong audience by getting help from an experienced lead generation agency.

Step #3: Publish quality content on a regular basis

Sharing quality content with solutions to your audience must be the ultimate effort in your organic lead generation.

The examples below show poor practices that result in equally bad lead generation strategies.

Option #1Option #2
Poor quality blog posts with bad SEO   on a regular basisQuality social media posts with good SEO once in a while

 In both options, your efforts will result in fewer chances of generating organic reach. 

Some of the benefits of consistent quality content are:

  • Build trust and a positive reputation
  • Improve customer retention
  • Measure your campaign
  • Rock your social media to reach volume

Step #4: Create Convincing Conversion Points

Conversion is the point that encourages a prospect to take action.

If organic leads visit your website but do not convert, your conversion implementation needs improvement.

Convincing CPs with clear and direct solutions urges visitors to spend time and money on your website. Exchange your ideas with the marketing team to identify conversion points that incite leads. 

Implement your SEO, website optimization, blog posts, and social media strategies with tactical conversion points to achieve better results.

Step #5: Work together with your marketing team

Sales and marketing often act independently, but their objectives overlap. Marketers warm up leads and nurture cold leads while salespeople can help marketers to understand the customer to tailor strategies. Both can give feedback on lead generation efforts. 

Lead gen efforts maximize themselves when marketing and sales teams work together.

Bottom Line

Organic lead generation refers to capturing qualified prospects with strategies such as SEO, social media, and blog content. Implementing these strategies focusing on the lead lifecycle, target audience, quality content, convincing points, and marketing and sales teams’ integration increases sales volume and business growth.

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