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What is Organic Marketing?

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Marketing is a complex area, especially for small businesses. Why complicate it more with terms like “Organic Marketing”? What is this organic marketing anyway? And why do you need to concern yourself with it? The answer is that organic marketing is one of the most effective ways to build your brand and your profits.

Organic Marketing, What Is It?

First, let’s make sure everyone knows that I am not talking about the marketing of naturally grown fruits and veggies. I am talking about organic digital marketing. Similar to our vegetable friends, this digital marketing is natural. Organic marketing is the attraction and conversion of prospects into new customers. It aims to bring in new customers by being in the right spaces to be found by interested and motivated people.

Essentially the goal of organic marketing is to create high-visibility and high-quality online content. This content then will be found by people searching for the goods and services your company offers. This is much the same as inbound marketing.

It is, of course, different from outbound marketing. Outbound marketing seeks to place advertising and promotional content in front of people who are not looking for it. In our era of big data, the ability to target advertising has blurred the line between in and outbound marketing slightly, but it is still distinct.

Organic marketing is a key component of any digital marketing strategy. The question with organic marketing is, how do you do it?

What is Involved in Digital Organic Marketing?

Organic marketing combines a wide range of disciplines to create a cohesive and comprehensive approach to inbound marketing. We will look at the platforms and media that you should consider using in your digital organic marketing. As well as the many other aspects of organic marketing fundamentals.

There are four primary areas that I think you should focus on. They are content building, search engine optimization (SEO), social media, and funnel optimization.

By using these as primary foundations for your marketing methods and tactics, you can leverage the benefits of capturing high-quality leads. What is a high-quality lead? Simply put, it is a potential customer who is interested in what you have to offer.

Imagine the ease of convincing someone to buy your product or service when they already want it! Attracting and converting these leads into paying clients is the goal of good organic marketing.

You must first attract these motivated people to your product or service. They are in the market for what you have to offer. Will they find you, or will they find your competitor?

let’s consider the process used to create a strong internet presence that will attract interested buyers.

Content Building

Content building is a foundational strategy to generating organic marketing leads. Content building is the creation of digital media that can be consumed by potential clients.

The basic content areas are your website, blog posts, ebooks, whitepapers, videos, infographics, podcasts, and interactive tools.

Your website should be the cornerstone of your content building strategy. Your website is the one piece of real-estate on the internet that you actually own. Facebook, Twitter, and Google are nice, but you don’t own anything on those platforms other than your intellectual property rights. The services they provide now may change in the future. Invest in the content on your website.

Regular blog posts are important for building content on your website. Your blog should be something that provides information and brings value to your ideal customer. It can be done in a number of ways. The two ways that I recommend are product-focused content and informative/educational content.

Product-focused content is just what it sounds like. It is focused on your product or service. The goal is to get the word out about what you do and sell. It can be anything from stories and testimonials to an in-depth look at a particular detail of your product or service.

Informative/educational content is focused on making smarter consumers and buyers. This can be anything from a how-to guide to a comparison and contrast of two things related to your field. (This article was written as part of content building in our organic marketing strategy).

When it comes to whitepapers, ebooks, videos, podcasts, and infographics a little more investment is needed. These take time and expertise to produce. They can be very valuable aspects of your content building strategy.

It is important to note that these specific types of media will be consumed by people who are invested in learning what you are presenting. These people are more likely to be high-quality leads.

Interactive tools are a great way to add value to your website. They can help a prospective client learn and conceptualize key information in the buying process. A good example of this is a mortgage payment calculator on a real-estate website.

Search Engine Optimization (SEO)

Search engine optimization is a vital part of any good website. SEO is the process of optimizing your website so that it will rank higher and more often in search engine results pages. This, in turn, will increase the amount of organic traffic your website receives.

Seo is important in attracting motivated visitors. You may be publishing great content, but if no one can find it, it won’t help you. Make sure you are focusing on your website’s SEO.

Because of the complex and constantly changing nature of this field, I will not go into the specifics of SEO strategies here. I encourage you to look at our SEO Services page and read our latest articles on the subject of search engine optimization.

Social Media Marketing

Organic marketing on social media platforms is nothing new. The primary things that should be considered with social media marketing are platforms, posts, and scheduling.

Which social media platfom should you use? If you are primarily operating in the business-to-business (B2B) sector you should consider Linkedin. If you are looking to reach the widest group possible you should focus on Facebook, Twitter, and Google+. If you are trying to reach young visual people you should focus on platforms like Instagram.

Make sure that your posts are on message. Remember who you are trying to reach. You are not only trying to get the exposure; you are trying to generate revenue. Therefore, many of your posts should link back to your site.

It is wise to use pictures and/or videos as part of your post. They get more attention. Also be sure to have captivating text and titles, but don’t create clickbait because it will drive your conversion rate down. Above all, make sure that you are speaking to the interests and motivations of your most valuable customers.

Create a schedule for posting on social platforms. I recommend posting often. You should be posting several times a week, if not several times a day.

It is also important to know your audience. This will help you understand what time of day a post will be most effective. For instance, if you operate in the B2B world, posting on Facebook at 10:00 am on a Monday may not be as effective as posting at 12:30 pm or 7:00 pm.

Optimizing the Funnel

One of the key aspects of digital organic marketing that is often overlooked is the funnel. You may be wondering, “What is this funnel? And how do I optimize it?” The funnel is the progression of turning a website visitor into a paying customer. When you are working with people online this is mainly done by calls to action (CTA).

A good call to action has a clear message and action. It should move people in the direction of purchasing. On a blog post, a good CTA may point people to more in-depth content like an ebook. It can also point people to your products and services. However, the in-depth content is more effective. You can then pitch your product or service using the in-depth content.

Each piece of content should have at least one CTA if not multiple. The CTAs should call people further down the funnel from where they currently are, with the goal of having them make a purchase when they reach the end of the funnel.

The opening of a good funnel will be wide i.e. lots of content. This is why blogs are helpful. You can write as much as you want. As people work their way down the funnel it should get smaller. If it does not, people easily get lost, and sometimes start heading up the funnel.

Make sure you have some good analytics software installed on your website. You will want to know where your traffic is coming from. Is it coming from social media, referrals, search engine queries, or is it direct traffic? It will also help you determine where people are getting lost, or dropping out of the funnel. It can also help you determine what approaches, content, and CTAs are the most effective.

Conclusion

Digital organic marketing is a valuable part of any business growth plan. By creating what people are looking for and making sure it is easy to find, you will be found.

The best part is that you will be found by people who are willing to go out and look for what you offer, and they are highly motivated. Who does not want to have highly motivated people coming to their website and becoming new customers?

So, what do I recommend? I say, “Grow Big! Grow Smart! Grow Organic!”

Grow Organic!

Learn more about our organic digital marketing services.

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