Are you aware that investing in ad spend isn’t the only effective way to attract leads and connect with potential clients? There are organic ways too! In fact, there are many entrepreneurs who rely mostly on organic marketing and traffic to reach their target audience and generate leads. Because the truth is that you can achieve better conversion rates organically. Think about it, when someone stumbles across your brand via search or social media they show a natural interest. This makes it easier for them to take steps towards using your product or service. Whether it’s filling out a contact form or making a purchase, all actions that they take going forward are fuelled naturally, making the whole experience feel more autonomous, less like a sales pitch and more like a friend’s recommendation.
In the interest of making organic marketing easier, here are some tried and tested techniques that you can use to connect with your audience on a higher level.
Post regularly on your blog
Blogging regularly about topics that are helpful, interesting and in line with your services helps to attract your ideal lead. It allows for a way to build trust organically with that lead, especially if your blogs include well-researched keywords. Your blog posts should also include a CTA (call to action) which needs to be very clear and direct. The CTA should prompt visitors who visit your website to take one action, not two because this can easily cause confusion and lead to no action, which is no fun for anyone. The one call to action might be to either download an e-book/marketing guide or fill out a contact form, for example. Include whichever one you feel is most appropriate to the topic.
When visitors take action, make sure that the landing page that they are taken to is as streamlined and user friendly as possible. If it is a contact form, only ask for essential information. The less the visitor has to complete, the higher the conversion rate.
Make the most of social networks
Before diving in, sit down, think and draw up a plan to decide on your objectives. Ask yourself, what is it that you want to achieve on social media? Do you want to increase brand awareness, drive traffic to your website, influence sales or provide customer service? Whatever it may be, this objective will determine your plan going forward, so make sure to have a clear goal in mind before starting.
1. Use your Facebook business profile and messenger to your advantage
Contrary to popular belief, Facebook isn’t dead. In fact, it’s quite the opposite. Business owners and potential leads use it every day. So why not use your business profile as a sales funnel by changing your cover photo to display your brand and the products or services that you offer? Since the average Facebook user looks at a business page for three seconds when forming an assessment of what your business does, letting potential leads know what you do quickly and effectively will work in your favour. Canva can serve as a great tool for the job and bonus, it doesn’t require you to have any prior design knowledge.
Don’t forget about your bio which is considered critical real estate. Use it to include your website and any calls to action that you would like the visitor to take. Once visitors begin following your business page, you can start to build relationships with them using Facebook Messenger.
2. Formulate a LinkedIn content strategy
If we are going to mention Facebook we may as well mention LinkedIn. Since LinkedIn has the amazing ability to reach new audiences and attract potential leads quickly through the regular posting of compelling content. According to Robben media, out of all the mentioned platforms, Facebook, Twitter and LinkedIn, LinkedIn accounts for over half the B2B traffic driven by social media. And that’s thanks to LinkedIn’s amazing algorithm that allows your post to reach the connections of your connections which creates a large web of new potential leads.
The best content found on LinkedIn seeks to educate and inspire without heavily pushing a product or service. Don’t be afraid to repurpose your blog posts by turning them into LinkedIn posts. Alternatively, create posts by taking a paragraph from your blog and turn them into discussions or pose questions. When you post content, pay attention to your metrics. Learn what your audience appreciates by looking at the number of shares as an indication.
Attracting leads organically can be a lot of work and usually involves a tailored strategy. Luckily, we can help! If you are interested in growing your reach, contact us today to find out how we can work together.
