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An effective, organic lead generation machine is every digital marketer’s dream. Unfortunately, this isn’t exactly an easy accomplishment. Driving organic traffic to your website is only phase one of a larger strategy to bring in qualified leads; even if you’re finding new visitors accessing your website every day, how many of them are actually engaging and converting? If your organic lead generation strategy could use some enhancements, here are some tips you can follow.
1. Assess the current organic traffic coming to your website each day
Before you can focus on generating leads, it’s helpful to get a better perspective on your current strategy for driving organic traffic. Odds are, if you’re not seeing noteworthy numbers, you may not have an established strategy in place yet.
For many digital marketing companies, a consistent content distribution strategy—such as regularly blogging at least once a week—is a great place to start; but if blogging isn’t your company’s specialty, consider other ways that you’re encouraging visitors to come to your website. When assessing your organic strategy, consider which of these tactics your company has been excelling at:
- Regardless of how often you’re blogging (or if you haven’t started a blog yet), connect your webpages via links, to establish pillar pages and branching topics. This is important for allowing search engines to recognize your website as a credible, relevant source.
- Ensure that your webpages feature meta descriptions, alt text for images, and active, working links.
- Leverage social media channels to spread the word about your company. Word-of-mouth marketing is an effective method to get people who already know your company to reach out to friends, family, and colleagues as well.
2. Strengthen your call-to-actions across relevant pages on your website
If the above tactics have helped you to bring in more organic traffic, it’s now time to get to work with your CTAs. There are a few ways to approach your CTA strategy, but there is an interesting way to determine whether or not a visitor is likely to click and convert.
Instead of only looking at your call-to-actions from the perspective of “what is this CTA offering that will encourage a click,” ask yourself “why wouldn’t someone click this?” Seriously, it’s a legitimate question to consider! When viewing your call-to-actions from an outside perspective, is it really that visually appealing? Is the offer strong enough to warrant you to click?
Once you’ve given some constructive criticism to your CTAs, work toward improving them based on key areas. Here are some tips to look into:
- Visual Design: ensure that the background color of your CTA isn’t obscuring the text. You should also use color choices that are consistent with your brand.
- Placement: above-the-fold CTAs are typically recommended so visitors can see them as soon as they enter a new page; but you should also include a call-to-action at the end of a relevant article, blog, or informative page. Just be sure you aren’t overloading your webpages with too many of them!
- Relevancy: it’s an easy mistake to make, but sometimes you’ll find that your CTAs aren’t exactly in the most relevant location or have the most relevant offer. For example, if you’re writing an article like this one about “lead generation strategies,” a visitor likely won’t be interested in an eBook offer about designing a brand logo.
3. Target the right audience with your buyer personas
It’s time to address the big aspect of digital marketing that many seem to neglect—buyer personas. One of the reasons why some companies find that their personas aren’t helping their lead generation strategy is that they aren’t making updates to them. Buyer persons continuously evolve based on changing needs and pain points that your audience is experiencing. As a result, you need to update your targeting and buyer persona descriptions accordingly.
So how do these personas influence your organic lead generation? Well, without having a strong outline and understanding of the type of people you want to market to, you may not be attracting the right visitors. Consider how many visitors may come to your website for a different purpose than what you’re actually promoting to them. For example, if your company focuses on website design for start-up b2b agencies, that’s the type of audience you’ll want to target with your keyword phrases and CTA offers—not enterprise-level agencies who are completely redesigning their existing website.
Lead generation doesn’t happen over night; the most notable websites didn’t get to where they are in just a few weeks. If you have additional questions about how to enhance your organic lead generation, thinkdm2 can offer guidance. We’re a b2b digital marketing and branding agency located in New Jersey. Our specialties includes lead generation, website development, and brand development for agencies just like yours! Contact us today at 201-840-8910.
