Uncategorized What is organic marketing and why should you be using it?
The marketing landscape has changed dramatically over the last ten years. New technologies have opened doors for creative marketing strategies, and cost per client acquisition gets exponentially lower as more platforms compete for the attention of their users.
Organic marketing refers to any form of digital marketing that does not involve paid ads. It is most commonly seen as social media and content, but also encompasses channels such as video sharing, influencers and SEO.
In this article we explain the features and benefits of organic marketing, plus share some practical information on how it can be used in your business.
What does organic marketing bring to your business?
The value of organic marketing can be difficult to clarify as it is mostly used to help fill the top part of a sales funnel. The aim of an organic strategy is to create an emotional connection to your customers, whether through informational content or entertaining content, so that your business will be top of their mind when they come to making a purchase decision. The brand awareness and social engagement generated by organic marketing is a major factor in conversions, and businesses that rely on only paid advertising are often throwing dollars down the drain.
What’s more, organic marketing is the perfect backup for a paid marketing strategy. It drives views and followers to your business who can then be retargeted through ads, significantly lowering the cost per click (CPC) and return on ad spend (ROAS).
How many customers are you missing due to not having an organic marketing strategy?
Typical organic marketing services
The most appropriate platform for your business really depends on your target market and the product or service being sold. The below platforms are the most widely known and most likely to be used in your organic marketing strategy.
The largest social network, Facebook offers a range of possibilities for marketers to connect with their customers without paid ads. In addition to a regular business page, business owners can join groups to connect with others in their niche, create groups to build authority as a subject matter expert, buy and sell directly in the marketplace and manage events for no cost.
Organic marketing on Facebook can be backed up by paid Facebook ads, increasing the effectiveness of any campaign.
Fast overtaking Facebook for the younger generations, Instagram is an image-based platform designed for quick snippets of content. It is generally most effective for brands with a specific niche such as small dogs, boho fashion or sustainable travel, and can be used to quickly build a tribe of like-minded followers.
Another image-based platform, Pinterest allows users to collect their inspirations into boards to refer back to in future. It currently has the highest conversion rate of all social media, and is particularly good for highly visual businesses such as interior design and fashion.
The professional social platform, LinkedIn is designed for business networking. Rather than quick content bites, LinkedIn users prefer long-form or news style content which solves a problem or discusses an issue in detail. It is by far the most appropriate platform to connect with business people and share B2B content.
Less popular than the social networks above, Snapchat allows users to share short videos and photos with their followers. It is best for products targeted to Gen Z and younger, and can be used to build brand awareness.
PR & Influencer Marketing
Closely intertwined with content marketing, digital PR involves making connections with bloggers and editors of trusted online publications and having them share your business’ content on their site. Easier said than done, digital PR sometimes takes months to receive a single backlink, however if the publication is trusted then a digital PR campaign can lead to massive growth.
Recently influencer marketing has become a crowded space, and genuine influencers are difficult to find amongst those with paid-for followers and likes. At THE-OOP.COM, we maintain a database of high performing influencers, so we are always able to find someone to engage no matter what the campaign.
Although it may seem only a content channel, YouTube is the second most powerful search engine after Google. YouTube offers the chance to share video content directly related to your business, and allows prospective customers to get to know you personally before they make a purchase decision. It is particularly good for knowledge-based service businesses such as business advisers or coaches.
Blogs can be a standalone website designed to direct people toward your product or service or simply a section on your website. They should provide useful information about problems faced by consumers in your niche, or alternatively entertaining content that drives visitors to your site. A blog or news section is also great for SEO as it increases the number of keywords and site freshness.
Quora and Reddit are two of the biggest user-generated content (UGC) sites on the internet. They are both great resources to generate clicks through to your website and gain authority within your niche. Quora is a Q&A tool where users post questions and anyone is given the opportunity to answer, whereas Reddit is more of a conversational platform. To use both platforms, search for common questions within your niche and provide a detailed answer. Within your answer you can link back to content on your website, which drives interested readers to your site to find out more. It’s important to take the time to actually write an answer rather than just posting a link, as this can lead to being marked as spam and being banned from the site altogether.
Search engine optimisation (SEO) falls into the realm of organic digital marketing, and is the process of adjusting your website so it can be found by search engines. The Google algorithm is extremely complex and constantly changing, so SEO strategies encompass technical website optimisation as well as content marketing and even some social media. SEO is a huge topic which is too much to cover in this article, but you can check out our Beginners Guide to SEO here.
Organic marketing and the sales funnel
Sometimes known as inbound marketing, organic marketing is best used to develop a brand voice, educate your audience, enable authentic interactions with customers and drive traffic to your website or other online assets. It is the best marketing strategy to build a long-lasting brand and establish authority within your industry.
Organic marketing drives traffic to the top of your sales funnel in the “awareness” stage, however it also plays a role in the “consideration” stage where buyers may be comparing options or delving further into your offering to make a purchase decision. It encourages an emotional connection between your customers and you brand, which is the number one driver of a positive brand experience today.
Once your organic strategy is bringing in traffic and data you can begin to look at paid marketing for quick sales. In fact, studies have shown that customers are 131% more likely to make a purchase after having consumed early-stage educational content.
Tracking results is important to ensure that your organic marketing strategy is effective. It also allows you to see which of your efforts should be scaled and whether your time is being wasted in any particular aspect of the strategy. It is not generally possible to track direct sales from an organic marketing strategy, however you can instead measure:
- Traffic, such as which posts/pages are driving the most traffic to your site or specific landing pages.
- Leads or sales, specifically from landing pages set up as part of the organic campaign.
- Formats, or which channels drive the highest amount or highest converting traffic to your website.
Google Analytics and Google Console are a good place to start monitoring the impact of your organic marketing campaigns. Both are free to set up are easily customisable to show the data that best relates to your website’s performance. Social media scheduling tools also offer great insights to which posts are performing best and getting the highest engagement.
As described in this article, organic digital marketing is a fantastic method to build brand recognition, encourage emotional connections with your clients and drive engagement and traffic to your website. At THE-OOP.COM we offer a free 1 hour consultation to all new customers, so book now to work out how to use organic marketing in your business.
If you’re looking for an organic marketing agency with proven results, get in touch with THE-OOP.COM to see how we can help you build your business.