Lead generation and organic visibility are two very different things. Some businesses need lead generation to reach customers, but other businesses work very well through organic visibility. We think of organic visibility as the thing that happens when word spreads naturally. Lead generation creates cold calls and directed marketing campaigns. You need to decide whether you want to use generated leads or create a culture where your business is discovered organically by customers.
Businesses that work through lead generation have to do a great deal of work to create leads. They must research their customer base, and they must reach out to those customers all alone. These customers get cold calls and emails that try to pitch them a product. These customers are often so immune to these things that they never pay them any mind. Customers would much rather discover a business and remain loyal to it long into the future.
When you are trying to create organic visibility, you need to remember that this is often achieved with SEO. Your potential customers are on the Internet every day looking for all manner of things. They use web searches to find the things they are looking for, and you want to make sure that your business is visible when those search results come back.
Working with a marketer to make your business more visible involves more than using keywords in online articles. You want to make sure that your business is visible on social media, as well. Many customers would never find you, but they have friends on social media who will share information about your business. This information leads new customers to visit your website, and your sales will likely increase.
If you are looking for a good combination of marketing and SEO options, you need to use organic visibility to make your business more popular. People will find your business through web searches, or they might hear about you on social media. This means that you can make your business more popular without sending unsolicited advertising to new customers and unknown email addresses.