Weekly marketing wisdom you can read in 5 minutes, for free. Add remarkable ideas and insights to your inbox, once a week, by subscribing to our newsletter.
Using Inbound Marketing to Generate Organic Leads
If you are looking to increase the revenue of your business, knowing how to generate organic leads should be an essential part of your thinking process and strategy.
It’s not as complicated as it may sound and involves simple ways of reaching out to potential customers by using a range of inbound marketing techniques which we will look at below.
Generating organic leads is a case of knowing what you need to do to attract your audience. Then you must maintain an online presence to keep them.
What is Inbound Marketing?
Inbound marketing is one of the most effective marketing methods for grabbing a customer’s attention and driving traffic to your business. It’s a great marketing tool to use for attracting new customers and you can do this in many ways.
It includes content marketing, social media marketing, search engine optimisation, newsletters and blogs. The aim is to provide potential customers with useful information that they value. As a result, you connect with them and build up a relationship.
Inbound marketing is different to outbound marketing because it reverses the relationship between the company and the customer.
For example, outbound marketing pushes your company product through various channels such as paid ads or expensive email lists. Meanwhile inbound marketing creates awareness of the product through focusing on great quality content.
Let’s see how this works through generating organic leads.
How are Organic Leads Different to Paid Leads?
The main difference between organic and paid leads is how much money you are willing to spend on advertising. Organic leads are a great way to help new businesses because you only need a small budget.
With an organic lead, you are providing useful information for your customer to read therefore building a relationship with them.
This is different to paid leads because paid leads place your advertising exactly where your audience is already looking. Consequently, the customer is directed to the targeted place instead of organically coming across your information.
Generating organic leads costs a fraction of the money of paid leads and provides a more personal way of reaching out to potential clients. Let’s have a look at some easy ways to do this.
5 Ways to Use Inbound Marketing to Generate Organic leads
Here are 5 ways to generate organic leads.
1. Understand your Customer, what is their Persona?
Who are you selling to? What is your business about? If it’s a furniture company, who is aimed at? For example, are you aiming at couples who are living an expensive lifestyle in a modern penthouse apartment? Or a family starting in their first home?
Do you want to reach out to middle aged parents or students? Build up a picture of your ideal customer and this will help you to create your keywords.
2. Keywords and Phrases
Keywords are phrases that people type into search engines like google or yahoo to find something specific.
Perhaps that couple in the apartment are looking for a corner sofa. They might type in ‘I need a corner sofa to fit in my living room’. The keywords here can include sofa, corner and living room.
If these key words pop up in your content, the couple may come across your business and then click on your post to find out more thus creating a potential organic lead.
Think about your business and write a list of relevant keywords and phrases to use. Make sure the key words are used through your website as well as other online content.
3. Publish Regular, Helpful Content. Start a Blog.
The more helpful and regular content you publish, the more people will find you and this will in turn build relationships with your customers. It must be informative content and not just any words thrown together.
A piece of content should focus on one particular topic. Again, that couple may be wondering how to fit the sofa into their room. Perhaps you write an interesting article that says ‘Five ways to position a corner sofa into your home’.
The couple may find your content in the search engine and want to know more. The reason they found your business was because of your helpful and well written article.
4. Get Social Networking
Social media offers many platforms for organic networking. While you don’t have to use them all, it’s a good idea to know how to make them work for your business. From Facebook to Linkedin, Twitter or Instagram, social networking involves building a relationship with your customers.
However, you must also actively take part in online conversations.
Best of all, it’s free to set up. For instance, you can start a Facebook page today and advertise your business for free. However it’s worth bearing in mind that you will need to be active with it. You should keep the page up to date and create new posts otherwise people will lose interest and go elsewhere.
5. Keep your Website up-to-date, add Images or Video Content.
It’s important to keep producing new content which is how you can generate organic leads. That means you need to keep your website fresh. The easiest way to do this is to create a blog page for those regular posts you are now writing.
Don’t forget, you can break up the reading for your customers by adding relevant images.
These images can then be used across your social media platforms as well. You don’t have to spend lots of money getting a professional photographer, maybe you have a very good camera on your phone. The point is to keep providing relevant and fresh content.
To Conclude: Using Inbound Marketing To Generate Organic Leads
It may take time to build up an online presence but using inbound marketing to generate organic leads is worth the effort. Fresh content for your website, social media platforms or blogs will get the attention of Google’s algorithms.
This will then place your business in a higher ranking when people search for a particular keyword or phrase used by your company.
So once potential customers find you for whatever reason, it’s then your job to keep them interested.
You can do this by providing useful information and building up a relationship with them. You are keeping the customers interested by offering what they need and connecting with them.
For more free marketing tips, take a look at our Knowledge Hub.