5 min read
Organic lead generation is the fuel that runs through any company’s engine.
No matter whether you’re B2B or B2C, digital marketing gives you unprecedented opportunities to attract and convert leads – and inbound marketing is the undisputed king of the digital realm.
Businesses of all sizes are catching on to the importance of inbound. However, many teams still don’t realize the amazing results they could be getting by bringing different techniques together.
Yes, it’s time to revisit that familiar business concept ... synergy.
See, many marketers, advertisers, and sales pros come to the conclusion that blogging is all there is to organic lead generation with inbound marketing.
The truth: Blogging is the beginning, but it’s not the end.
It’s true that blogging is vital, but there are so many organic lead generation techniques you can add to it to catalyze truly exciting bottom line results.
Let’s take a look at some opportunities too many enterprises are passing up:
1. Make Forms Fun
From a certain perspective, all Web content has one job: To incentivize people to fill out forms.
Blog posts motivate people to fill out a form and subscribe to your email list. Those emails then motivate people to fill out a form for a relevant content offer or to contact sales. Even when they finally make a purchase, there’s a form involved.
Yet, forms themselves are rarely looked at as a form of content.
Recently, more companies are looking into ways to make forms collaborative content. For example, B2C brands may use consumer surveys where each question you choose to respond to adds a certain amount to the discount you earn at the end.
This is especially important these days. Security worries mean people are more suspicious than ever of requests for personal information. Offset this trend by keeping forms short and intriguing.
2. Design Interactive Tests
Way back in the 2000s, personality quizzes were all the rage. These quizzes have come and gone since then, but the basic idea – teaching users something they didn’t know about themselves in a relatable way – is timeless. And the tools we have to make tests now are much better!
Interactive quizzes can be used by B2C companies to give shoppers novel insights on what products are best for them. With the right tone, they can even give B2B decision-makers fresh, actionable ideas that can direct them to the right content or offer.
(Lots of “chat bots” are just quizzes without the fun factor – shh, don’t tell anyone!)
The best part? Tests get shared a lot, and a truly interesting one can easily go viral.
Some sites can pack a double whammy into these by saving results to a user’s private account, making them more likely to return in the future.
The trick is to find a hook or angle that will help build trust. Something like “Do You Need [Our Latest Product]?” is less likely to fly as a quiz than “Is Your Office an Efficiency Trap?”
The rule of thumb is this: Never set up a quiz that sounds like a leading question!
3. Set Up a Micro-Meeting
Entrepreneurs in professional services, such as career coaches, have had incredible success with micro-meetings. These are quick consultations, 10-15 minutes in length, where you laser-focus on a single business, professional, or personal problem.
Your mission, should you choose to accept it, is to show you have the skills to pay the bills.
What differentiates this from a regular “discovery call” is a dedication to delivering actionable value fast. You have the opportunity to build rapport quickly and can follow up in a week or two to find out how things are going – usually, the prospect needs additional personalized help.
This can be a great way to softly lead into a long-term engagement.
Sometimes, it can even pole vault over most of the long sales cycle.
Even if a micro-meeting doesn’t push you toward a quick sale, you can gather so much qualifying information that you’ll have the inside track on a prospect compared to other vendors they might be looking at. That helps you keep the personalized follow-ups coming.
4. Sponsor a Meetup
Meetups take their name from the once-ubiquitous website Meetup.com, but these days they can refer to virtually any type of brief, in-person meeting with a common theme.
If your prospects are largely local, getting them together can be an amazing way to ignite collaboration and garner signups. Plus, everyone knows they’re there for the same reason and that they have things in common – making it easier for participants to genuinely connect.
Digital technology has become so powerful that the idea of having a free in-person gathering has an undeniable allure. Getting together for 2-3 hours and a light lunch can be a terrific way to pull people forward into a purchase or commitment they’ve been on the fence about.
Most people who decide to attend in-person events are “go-getters” or really, really want to be. That allows you to provide the spark that will get them to the next level – whether it means adopting a new software solution, pursuing training, or whatever else you have to offer.
Just remember: Sheer value is the key here, with soft sells waiting at least an hour.
Collecting detailed attendee information before an event will tend to scare people off, so make it easy for them to RSVP without giving up too much. Once things are rolling, you can qualify leads throughout the event and pass around a signup sheet for follow-ups at the end.
5. Develop More Premium Content
Organic lead generation doesn’t have to be hard – just remember that content is king!
No matter whether they’re getting it from an e-book, webinar, or in person, people ultimately decide to give your brand their attention because of the content they can access by doing it.
Only once that trust is established do they really consider making a buy.
Each buyer persona could have several offers divided by topic ... or vice versa, depending on how you structure your marketing efforts.
Ideally, every blog post should have an offer tailored to its most likely reader. Those offers should take many forms: E-books, webinars, video series, and much more. This way, you can cater to all the differences in learning style and time commitment within your audience.
Finding New Ways to Get Your Message Across is Key in Organic Lead Generation
By focusing on organic lead generation, you keep your pipeline full and the sales team busy. That, in turn, energizes your brand with new customer insights and new opportunities to deliver the best service possible in your space.
The most effective companies are always finding ways to do that while going beyond the blog. If you spend even a few hours a month on new techniques, it won’t take long to find the “sleeper hit” that resonates with your prospects more than any other would.
As long as you’re breaking ground on new ways to educate and assist your audience, you’re doing things the inbound marketing way.
Published on April 20, 2018