Unlock the Power of an Organic Marketing Strategy
Organic marketing is a powerful tool for businesses that want to reach a broader audience and hit higher conversion rates. It is a strategy that focuses on using natural methods to reach potential customers and increase various important metrics. This type of marketing is often done through a combination of organic search, content, and social media marketing, to name just a few examples.
With recent privacy policy updates from the likes of Apple and Google affecting the paid marketing sphere, organic marketing has risen in importance. Examples include Apple’s deprecation of IDFA, which allows users to opt out of app tracking, and Google’s announced deprecation of GAID, which will do the same when it comes into effect, as well as Google’s strides towards cookieless advertising. Amidst the turbulence of the paid marketing industry and increasing privacy concerns of the general public, organic marketing can be a more reliable and sustainable option and is thus growing its impact. It’s important to note – no strategy is more important than the other as they work best when combined.
In this article, we’ll explore the benefits of organic marketing, the different types of organic marketing, and how to create an effective organic marketing strategy.
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What is Organic Marketing?
Organic marketing is a form of marketing that focuses on using natural methods to reach potential customers and generate traffic to your brand’s website or app, rather than promotional or paid methods. It has become an essential part of digital marketing due to its ability to generate high-quality leads at a lower cost over time than paid methods, increase traffic and brand awareness, and build relationships.
Unlike traditional paid marketing methods, organic marketing can be more sustainable because it can still bring in results after the work has been put in (whereas paid ads, for example, are only relevant for as long as they’re being paid for). It can also be tailored to meet the specific needs of a business.
Organic marketing examples include blog posts, social media posts, email newsletters, and more.
Organic marketing is partly based on the idea of creating relationships with customers. The goal is to build a connection with customers, engage them, and create trust – and use these relationships to generate leads or hit certain KPIs such as CVR. This type of marketing is focused on providing content that is valuable and relevant to the customer, rather than simply pushing a product or service.
When it comes to organic marketing, it’s all about providing potential consumers with value. Most algorithms, such as Google, will reward you for this by ranking your website or app highly in the search results. Consequently, the more likely potential consumers are to find your website or app organically. Then, because you’re providing them with value, they’re also more likely to convert.
It’s no secret that organic marketing takes time and doesn’t provide the same instant results as paid marketing. Whether it’s building a blog with high-quality, relevant content, or growing a large social media following, you need to be patient.
Benefits of Organic Marketing
Organic marketing has a number of benefits for businesses, including increased visibility, higher conversion rates, increased traffic, positive customer relationships, and improved brand awareness.
Organic marketing can be a more cost-effective option for businesses than traditional paid marketing methods, such as television ads, print ads, or pay-per-click ads on Google or social media. By relying on organic methods, businesses can reach a larger audience with marketing that continues to reap rewards over a longer period of time.
Additionally, due to the fact that organic marketing can help businesses to build relationships with customers, it can lead to increased customer loyalty and customer retention, making it an effective long-term strategy. This trust also means customers are more likely to share content from or information about your brand, which is great for brand awareness.
Organic marketing is an effective way to increase conversion rates, as customers are more likely to purchase from a company that they trust and have an established relationship with.
Types of Organic Marketing
Organic marketing can be divided into several different types, such as email marketing, social media marketing, app store optimization, search engine optimization, conversion rate optimization, community management, and more.
Search Engine Optimization & Content
SEO is one of the most well known types of organic marketing. SEO is the marketing practice of optimizing your website so that search engines rank it well. As a result, these search engines make your website more visible to a relevant audience – the people who use those search engines to look for the product, service, or content that you’re offering. This makes your optimized website appear closer to the top of your audience’s organic search results and, therefore, increases the likelihood they’ll click on it.
A robust SEO marketing strategy will include a range of practices, like identifying long-tail keywords or questions that your users are including when they search for the product/ service that you offer and continuous optimization of top-quality content that can bring great value to your users and increase their trust in your brand.
That’s why content falls under this umbrella, because all of the best content should be written with SEO guidelines in mind. That’s how it has the best chances of success.
Having a blog attached to your site provides the perfect opportunity for building a bank of evergreen content that can bring customers to your brand over a long period of time. SEO will ensure that this content is discoverable by your target audience – with the right titles, keywords, and more – and both relevant and valuable to them. Let customers discover your brand organically via helpful, educational, or engaging content without a “hardsell” forming a barrier between them and your brand.
Another crucial element of SEO is link building, which describes the process of acquiring hyperlinks to your website from other sites. There are certain actions you can take to increase the amount and the quality of inbound links to a particular page on your site. The more backlinks to a particular page, the better its chances of ranking highly in the SERPs are. Ultimately, this process increases traffic coming to your website, and hopefully will bring more quality leads if the links come from relevant, quality sites. The key word here is quality. Link building is only truly valuable if you focus on acquiring links from quality websites.
App Store Optimization
ASO is the process of optimizing an app and its app store page for the app stores. It works to improve your app’s visibility according to ranking factors determined by the app store algorithms. A higher ranking leads to a higher search presence, which in turn leads to an increased number of organic downloads.
What’s more, ASO doesn’t just improve an app’s visibility in the app stores. It also means that when a user reaches your app store page, the page is optimized to encourage them to download your app. Whether that’s impactful app store screenshots or an informative app store video, showcasing your app’s best features in the description or utilizing every feature available, ASO encourages visitors to convert at every step in the user journey.
ASO will help you increase:
- App downloads
- Conversion rate
- App discoverability
- App revenue
- App rank
- App reviews
- Higher app ratings
Email Marketing
Sending out a newsletter is one of the best ways to keep your customers updated. It’s a great way to communicate with your customers, build up relationships, keep them engaged and keep your brand at the forefront of their minds. Let them know when you have a sale, when you have a new product launch, when you have an event, etc. A good tip is to incentivise customers to sign up, or visit your site, with discount codes or early access exclusive to your newsletter. Check out our email marketing guide to learn more.
Social Media Marketing
Social media marketing is one of the most important forms of organic marketing in the digital era. As of 2023, there are 4.9 billion social media users around the world, according to Statista. That number is set to increase to 5.85 billion by 2027.
Image source: Statista
Building a strong social media presence on the platforms where your target audience are already hanging out is ideal. There’s little point using LinkedIn to target retail customers; it’s much more suited to B2B marketing than B2C, unless your business falls into certain relevant industries. On the flip side, Instagram – as a dedicated photo sharing platform – is perfect for organic retail marketing.
Beyond the relevance of the social media platforms you choose, your content output needs to be just as relevant to your target audience. Above that, it should push the boat out creatively, helping your brand stand out from your competitors, and remain aligned with your brand identity.
Remember, each social media platform has its own unique style that you need to cater your content towards.
Conversion Rate Optimization
CRO is the process of adjusting your app, website and creatives to generate more conversions from the traffic that finds them. Instead of focusing on increased exposure like many other marketing methods, CRO focuses on what to do with that exposure to increase conversions. CRO helps you control how your target audience interacts with your app page or website in a way that will ultimately encourage them to convert.
Organic Marketing Strategy
Creating an effective organic marketing strategy is essential for businesses that want to reach a broader audience and increase their CVR. An organic marketing strategy should focus on creating high-quality content, ranking in the organic search results, and social media to reach their target audience.
Creating high-quality content is key to an effective organic marketing strategy. This can include creating blog posts, infographics, videos, and other content that is valuable and relevant to the customer. Additionally, content should be optimized for organic search, as this will help to improve visibility on search engines. Learn more about organic search in our comprehensive guide.
Using social media is also important for an organic marketing strategy. Organic use of social media can help to reach potential customers and build relationships with them in the places they are hanging out and consuming content already.
When devising your organic marketing strategy, you should outline clear KPIs, your target audience, a budget, and a timeline.
The goals should be clear and achievable. This can include increasing visibility on search engines, increasing website traffic, increasing app downloads, or increasing other conversions. Identifying your target audience is essential, as this will help to ensure that the content and advertising is tailored to the right people and reaches them in the right places at the right times.
The budget should be realistic, as this will help to ensure that the plan is achievable. Working with an agency that has a clear understanding of what the processes cost is one way to stay on top of this.
Additionally, the timeline should be just as realistic, as this will help to ensure that the plan is completed in a timely manner and that you know when to expect your KPIs to be met.
An important step of your organic marketing strategy should be to track and analyze your performance regularly. This is the only way to ensure your efforts are reaping the desired results, and will allow you to adjust the strategy as you go along – according to what’s the most successful and should be scaled up and what’s performing the worst and should be scaled down. This will also help you save money by spending it more effectively.
Conclusion
Building an organic marketing strategy is one of the most efficient ways to provide your business with a self-fulfilling cycle of brand awareness, traffic, and conversions. What’s more – you might not realize it, but you’re probably doing a lot of organic marketing already. Any social media post you’ve put out there classifies as organic marketing, as does any blog post on your site, or the keywords you chose to put in the titles on your landing pages.
Remember, organic marketing requires patience as it takes longer to see the results than paid marketing. However, the results can keep on coming in for much longer.
Are you ready to unlock the power of organic marketing for your business? Contact Moburst to learn more about how we can help you create an effective organic marketing strategy.
Need help with your organic marketing game?
Our organic marketing specialists can help you achieve success.
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