Organic marketing is the key term for any marketing strategy outside of paid marketing. It focuses on actionable methods that help you gain free traffic by creating value for your target audience.
Are you looking for ways to increase your traffic and reach a wider audience with very little spending? Organic marketing is an effective option for increasing traffic to your website without spending too much in the long run.
Without further ado, let’s dive into an in-depth overview of organic marketing and everything that it entails.
What Is Organic Marketing?
Organic marketing is a form of digital marketing that enables you to naturally generate website traffic instead of using other forms of paid marketing approaches.
With organic marketing, you can use informative and valuable content to spread brand awareness, drive traffic to landing pages, and build an email list and establish brand relationships.
Some organic marketing examples include case studies, online PR, and search engine optimization, among others.
The Differences Between Organic and Other Forms of Marketing
Marketing falls into two main categories, organic and paid marketing. While both can be synthesized, it is important to understand the difference so that you can have more leverage and get better results. What are the differences between organic and paid marketing?
Cost of Marketing
The first major difference between organic and paid marketing is cost. When using organic marketing, you need to employ certain methods, tools, and tactics that although require proper understanding and implementation, are free.
With paid marketing, you have to invest in targeted ads, PPC marketing, and Google ads, among others. Organic marketing does not require you to make these investments at all.
Time Frame of Results
With organic marketing, it takes considerable time and consistency for you to start seeing results. Paid marketing, however, is more immediate and the results are easy to measure.
This is not to say that paid marketing is more effective or that the results of organic marketing aren’t worth it when compared to paid marketing. Your choice should stem from the purpose and results you’re hoping to achieve.
If you need quick results that are short-termed, paid marketing is the best option for you. But if you want consistent, long-term, and long-lasting results, organic marketing is the way to go. Often, marketers combine both into a single strategy which is just as effective as well.
Brand Trust and Loyalty
Over 70% of customers ignore paid adverts and focus on organic results that appear in their searches. This is because they trust organic search results more. Marketers often compare word-of-mouth marketing to organic marketing.
Since it is natural, people tend to see it as more genuine and trustworthy, just like when friends, families, and co-workers make personal recommendations. Paid ads are often perceived as pushy and artificial, so they can often be ignored.
It means that brands can build more trustworthiness with organic marketing in place.
Benefits of Organic Marketing
An effective organic marketing strategy is a game changer that can provide your brand or business with the following benefits:
Improves Brand Loyalty
Organic marketing fosters brand loyalty. It heightens the emotional connection between your brand and your customers which is essential for driving a positive brand experience.
By employing content that focuses on educating, helping, and entertaining your customers, organic marketing enables you to have a better connection with them without encountering the barrier of having to sell anything.
Increases Your Potential For Conversion
The primary objective of any form of marketing is to bring value to a specific target audience. Once this is achieved, you can sell your product or service.
For instance, a customer who sees an article that you publish on your website talking about the benefits of a particular service that you offer will perceive that to be unbiased and authentic information. They will not feel pressured to buy the product. Instead, they’ll think that you’re allowing them to decide at their own pace.
Organic marketing when tactfully done increases your potential for conversion because you tend to take care of your audience first.
Improves Your Brand Reputation
When people read your content, they build an impression of your brand. If your content is helpful and informative, your target audience will trust your brand.
Helpful content about your business allows them to perceive you as trustworthy and an established leader in the industry.
For instance, let’s assume you own a food brand. If you constantly dish out accurate and helpful information on how to eat healthy, how to diet, and achieve nutritional plans, people will trust you more and see you as an authority. So, it will be easier to sell a food product or idea to them because you have already built an audience.
Compounds Value and Decrease Marketing Costs
Content marketing is inexpensive when compared to paid marketing. It is also available for any industry and offers compounding results.
You may not see results in the first few weeks, but over time, you start to see long-term success and growth. This growth heightens over time which means you can enlarge your brand and have a wider reach.
Fosters Brand/Customer Relationship
Organic marketing can increase loyalty and closeness between customers and your brand. When you share content (information, solutions, and ideas) on a personal level, your customers can start to develop a more personal relationship with your brand.
Once they rely on you as a source of information, their loyalty is guaranteed for as long as you relate properly with them.
Access to In-Depth Industry Insights
The insights you gain from your industry research and analytics may give you an idea of the audience you should be targeting, but there may be other groups of people who want to use your product or service in other ways. With organic marketing, you can optimize and reach both audiences.
Creates Permanent Sources of Traffic To Your Website/Business
An effective organic marketing strategy also creates permanent sources of traffic for your website. Customers start to flow to your business naturally over time.
Once you have your organic marketing strategy in place, you are sure of a long-lasting and permanent method of building awareness for your brand. Effective organic marketing efforts will bring customers to your brand with time.
Improves Your Discoverability in Search Results
Organic marketing convinces search engines that the content on your website is relevant to what your audience is looking for.
Understanding how to optimize the content on your website for search will improve your chances of discoverability, leading even more people to you. We’ll discuss that in detail later.
How To Build an Effective Organic Marketing Strategy
Organic marketing strategies should entail a detailed plan of action that you want to cover for your brand. If you want to see effective results, here are some tips that will help you:
Know Your Audience
The first step to effective organic marketing is to know and understand your audience. It is by knowing who your audience is that you can come up with actionable organic marketing strategies that resonate well with them.
The ideal way to go about this is to create an ideal customer persona. Who do you think is interested in what your brand does? What are their demographics? Put down every single detail.
For instance, if you sell baby clothing, your target audience is most likely nursing mothers. You need to target the right people to get the best results.
Analyze Your Current Traffic Habits
The next step to take if you want to build an effective organic marketing strategy is to analyze the habits of your current traffic and then compare them to your ideal audience.
Find out where your organic traffic flows in from the most. Then think of how your ideal audience will most likely discover a business like yours. Do they rely on review sites or social media?
You need to understand the type of traffic that your target audience is consuming and then create that kind of content. Organic marketing will only produce the intended results if you understand your target audience.
Create Effective Content
The next step is to create content that serves the needs of your target audience. However, before creating content, it is important to understand the type of content that you want to create.
This is because your content type will guide your research method and how you will publish your findings. It will also guide you on the right channels and platforms to focus on.
Avoid Being Too Salesy
One way to lose customers is to appear too promotional. No one enjoys desperate and pushy brands who just want to reach their sales target.
Your strategy has to serve customers with value first. You should provide solutions to their problems and appeal to their needs and wants.
The primary goal is to make the customer feel valued, and if you focus on that, your conversions will increase.
Employ Search Engine Optimization
An effective medium to make organic marketing work is to use SEO. It is important to optimize your blog content so that it can show up on the result pages of search engines.
For instance, if you are a local plumbing service, you want to offer helpful blogs to your audience looking for how to fix leaks and tips for other plumbing problems. You want to make sure these blogs are well-optimized for the appropriate search terms/keywords.
Optimizing your content means getting it to appear higher in search results so that you can get more traffic which will subsequently lead to more conversions. Content optimization strategies usually entail incorporating keywords into your content, using appropriate metadata, and having great designs among several others.
Build Authoritative Backlinks
A backlink is created when a website links to another one. It can be from blogs, web copies, or email campaigns, among others.
Backlinking is an important aspect of your organic marketing strategy because it shows a “vote of authority”. This is because Google and other search engines use backlinks to find and rank the best content. When a site links to yours, it shows that they are confident in the content that is present on your site. This serves as a voucher for search engines to show that your content is trustworthy.
As a result, your website is more likely to rank higher in SERPs, and the higher you rank, the higher your chances of quality traffic.
Carry Out Evaluation
Lastly, evaluating your results is important. Apart from seeing if your strategy works, it helps you to know where you need improvement. You can tell what is working and what isn’t by studying the traffic habits of your visitors and customers.
Organic marketing is about reaching out to people first and then building trust so that they can keep coming to you. It is crucial for you to be aware and keep track of the source that brings traffic to your business. When it comes to the core, evaluation is one of the major keys that will help you achieve your goals.
Approaches To Organic Marketing Campaigns
There are several approaches that you can use for your organic marketing campaigns. They include:
Publishing Guest Posts
Publishing guest posts is an effective way to bring organic traffic to your website. By providing high-quality content in the form of guest posts on other blogs and websites, you can build backlinks to your site.
This will increase the visibility of your business and increase the value of your brand. Also, you will be able to deliver fresh content to your audience.
Apart from keeping your readers engaged, it can also give your brand a promotional boost when other bloggers share their blogs with their networks.
Owning a Dedicated YouTube Channel For Your Business
Another practical approach is owning a dedicated YouTube channel for your business where you can publish helpful videos for your audience.
YouTube is the second largest search engine on the internet and can help improve your overall brand presence. YouTube allows business owners to provide unique and insightful content that is easy for viewers to share and consume.
Owing a dedicated YouTube channel will act as a catalyst to boost your content, catch the attention of your audience, and improve your visibility in search engines.
Owing a Dedicated Blog on Your Website
Blogging is a great avenue to attract organic traffic to your business. People often ask questions and are seeking solutions. For instance “how should I knit a sweater?,” “how should I store cabbage?.”
Writing blog posts that answer general questions relating to your industry and the services you offer is a great way to rank highly on SERPs. This can often be one of your most reliable sources of traffic and establishing brand recognition.
Sharing Content on Social Media
This refers to the free content that you share with users on social media. As a brand, you can expect your followers to see the posts you share. Their followers will also see the post if they share your post (if it’s helpful) widening your brand recognition.
This may sound simple, but one major foundation of every digital marketing strategy is creating relevance on social media because it helps to nurture the connection with your customers on a personal level.
Using Case Studies
A case study is the analysis of a certain “case” to show that quantifiable results are outcomes of a certain action. Case Studies serve as social proof in organic marketing because they help buyers decide if they are making good choices.
A marketing case study persuades buyers that a product or service can solve their problem. Why? Because there is proof that it has done so in the past. This appeals to the logic of a target audience.
For instance, you’ll most likely buy a product if you know someone that the product has worked for.
Case studies are invaluable when you need to establish proof that what you’re offering is valuable.
Online PR is the professional maintenance of a good online image by a business or brand. Its goal is to increase online mentions.
Online PR is used to build high authority that drives search performance and organic traffic growth. It involves creating a story and distributing it to target media to secure coverage.
This activity captures traffic and conversions and helps to harvest demands.
To effectively use online PR, you should not just focus on links, but you need to create relevant and engaging content that your audience wants to share and read.
Tips For Optimizing Your Organic Marketing Efforts
The following tips can help you optimize your organic marketing efforts and increase your brand reach. Let’s have a detailed look at them.
Use Social Media Effectively
Social media is also one of the best channels for building organic traffic. You can choose from several social media platforms available. If you have interesting contents that create emotional appeal, people will share and it will widen your reach.
You may be missing out on a golden opportunity to build your brand and reach a large audience if you’re absent from social media.
Apart from the people who make purchases from social media platforms immediately after they see a product, an online presence also enhances brand recall. This means that when people see your brand often, they tend to remember you better if they want to make a purchase relating to what you sell.
It is essential to connect with your target audience and give them important and helpful information before they can turn into your ideal client. You should understand their interests and their problems. Then have conversations and build relationships before trying to sell your products or services.
Your sincerity will attract people who are willing to support you and your brand when you focus on people first.
Join Online Groups and Communities
Online groups and communities are one of the best channels for organic traffic building. It is easy to use and free, giving you access to several potential clients at once. You can give your customers immediate updates on upcoming events, and launches of new products, and answer any questions that they may have.
This does not mean that you have to start your online group. You can simply join existing groups and network with community members. Engage often with your target audience and offer vital information and valuable insights. If you employ the right approach, you’ll be able to generate a pool of potential customers.
You’ll also know more about your customers because you’re communicating with them on a more personal level. You can turn people’s questions and stories into case studies. These communities can also assist you in gathering relevant information and industry insights that can both grow your business and support your customers.
Utilize Search Engine Optimization (SEO)
Using proper content marketing and search engine optimization can increase the inbound traffic to your website.
Blog posts that have been optimized for SEO are an effective method of reaching customers organically. A well researched and written blog content can drive a significant amount of traffic to your website from search engines.
Inbound marketing is more effective for small businesses because the traffic that flows to the website does not disappear immediately they stop paid ads.
Whenever you choose to write on a topic, consider your readers first. Then, create content that will assist the people who visit your website and turn them into customers.
Foster Word of Mouth Marketing
This remains one of the purest and most effective channels of organic marketing. Word-of-mouth marketing is simple; people like a product and tell others about it, who in turn also tell other people.
The rate of conversion of this organic marketing channel is high because there is already a high level of trust established by the person who is recommending your brand.
The key here is to deliver consistent and high-value products and exceptional services that I’ll make people want to tell others about you.
You can also increase these chances by using referrals. This is even more effective when you offer existing customers a reward or an incentive when they refer their friends to your brand. Referrals work as well because there is already a quality level of trust.
If you are looking for ways to increase your traffic and reach a wide audience with very little or no spending, organic marketing is a very effective option. It focuses on actionable methods that help you gain free traffic by creating value for your target audience.
An organic marketing strategy when tactfully implemented increases your brand reputation and potential for conversion. It also increases loyalty and closeness between customers and your brand. By distributing valuable information to attract an audience, you can create a permanent source of traffic for your website.