If you have ever wondered about the best approach to increase your brand or business’s online presence, you have probably spent some time thinking about organic marketing. And it’s for a good reason. Organic marketing delivers over half of all website traffic, provides consistently high click-through rates and delivers dependable long-term ROI, making it something definitely worth thinking about.
Although organic marketing is often understood as just search optimization, keywords and meta tags, there is more to it. A quality organic marketing strategy requires a comprehensive understanding and approach to digital marketing that spans many strategies and applications. In other words, good organic marketing is all about agility – it’s about being able to address dynamic user needs with relevant and engaging content on a variety of platforms while monitoring your impact and implementing technical changes that maximize results. In this article, you will learn not just what organic marketing is and how it differs from (and works in concert with) paid advertising, but also how to be agile with your digital marketing strategy to achieve the most beneficial impact on traffic, conversion and revenue.
The definition of organic marketing starts broad but becomes more specific the more you learn. In its most fundamental form, Organic Marketing is a type of digital marketing that attracts customers and promotes content without relying on paid avenues like ads or boosted posts. You may have also heard it called inbound marketing, content marketing or ground up marketing. As all of these names imply, the principle force relies on growing naturally by providing quality content that invites users in. The concept is based on a simple truth: people want trustworthy and valuable information. Understanding organic marketing helps you create content that people need, and implementing it puts your content in front of those who need it most.
At the end of the day, the basic goal of any digital marketing strategy is to drive website traffic and generate and convert leads. Because organic marketing does this by creating authentic customer relationships built on trust, the resulting impact is highly effective. To understand how it works, remember that constructive organic marketing is about having foresight in identifying customer needs and understanding what motivates them to take action. It’s not just about Search Engine Optimization (SEO), but involves applying a strategic approach at each level of the creation process. In addition to SEO, you should consider your content, development and web teams, and most importantly, how they can work together.
By having these teams work together, you can make sure your messages are always aligned. This will help you pinpoint, test and improve marketing effectiveness. As a result, you’ll gain more website visitors, leads and customers.
Remember, the definition of organic marketing encompasses everything that is done without paid help, so it includes things like social media, natural link building, mobile optimization, and email lists (more on all of these below).
To fully recognize the benefits organic marketing offers, it’s helpful to look at it in relation to paid marketing.
Paid search results appear at the top of the SERP and are often labeled as “ad” or “suggested” in their listing. But paid advertising can also include things like page banners, boosted posts and video ads. Usually, it’s considered paid because you Pay Per Click (PPC), meaning that each time a user clicks the ad, the business running the ad pays. Although you are essentially paying to be seen when using paid ads, where and how the ads are displayed will still use the same algorithmic process to determine relevancy. Mainly, this is about showing the ad to a demographic of people that, based on cookies, are presumed to be an interested audience.
Because paid ads will begin being displayed as soon as you begin paying, they are effective at generating quick results. But, as the data shows, being quick is not synonymous with being more effective. Plus, the quick-acting momentum falls off as fast as it begins, and once you stop paying, the results stop as well. In truth, PPC is a volatile approach, and what it can provide in terms of immediacy, it lacks in longevity and accuracy. Promoted content may not address the specific needs of a user and can often be misdirected to a poorly targeted audience. Not only does that contribute to a low CTR, but for users who do click-through, when the website content doesn’t directly address their search, brand distrust ensues. This creates a sense of sale-driven inauthenticity in paid ads among users, who feel they are being pushed into clicking something instead of genuinely helped.
On the other hand, organic marketing yields slower results but is long-term and fosters brand trust and loyalty. For example, after the initial investment of creating and optimizing content, your website will continue to rank and drive traffic. Additionally, because organic marketing is rooted in the value of content, once people click-through to your site, their expectations are likely met, resulting in conversion and sharing.
At the same time, it’s widely believed that the most effective digital marketing strategy will combine some form of paid marketing with organic; the paid offering a fast return while your organic efforts take time to mature. This is known as a holistic marketing strategy, and it recognizes that the best results often incorporate a variety of marketing channels to address your brand’s needs as a whole. Here are a few reasons why:
While organic marketing is the most effective way to reach new customers and should be your priority, starting out with a combination of paid and organic is a useful approach. Learn more about combining your marketing efforts by taking our Academy Course on paid and organic synergy.
As you can see, organic marketing is grounded in understanding and utilizing a variety of important elements, and developing a good organic strategy is all about incorporating and connecting those assets. Whether you are part of a large team or working independently, a successful content strategy must be rooted in SEO. Use these four tips to develop a comprehensive organic marketing strategy.
Understand the voice of the customer in order to develop content that addresses their specific needs, pain points and desires. As you will see time and time again, this requires some pre-creation research. In this case, that means investigating keywords to determine what sort of content your audience is trying to find. Identifying popularly searched keywords allows you to focus on topics that provide specific value for your target audience. Once you know what your audience is looking for, and you can understand customer demand, you will have a better idea of what kind of organic content needs to be created.
This enables you to make net-new and evergreen content that offers unique and highly relevant information. To reach a diverse audience and address their range of needs, content needs to be fresh, helpful and entertaining. That’s why using keyword research is so important – it allows you to directly respond to the types of questions your audience is asking with new and long-lasting content. That can mean identifying gaps in your own content or seeing what your competitors are doing and find what is missing from your field in general. You can also do this by expanding onto new platforms. So if you usually rely on blog posts, try making a video or an infographic. Either way, just make sure it’s distinct, precise and relevant.
Speaking of optimized content, a good organic marketing strategy will use SEO to not only help new content rank but to reinvigorate your existing content. You can update things like title tags and meta descriptions or add backlinks to help drive traffic to poor-performing content and get it back into SERP rankings. You should also learn from your high-performing content to help you better understand your audience and apply what you learn to as you go forward. Do this by analyzing your data. Ask yourself questions like: What types of posts have the highest visibility? Which drove the most traffic to my site? Which formats (blog posts, videos, email campaigns, how-to, listicles, etc.) had the highest ROI? These answers will allow you to make consistent adjustments that keep your organic marketing strategy agile and effective.
In the same way that your marketing strategy must incorporate numerous variables, so must your SEO. While the breadth of optimization can be wide, the technical aspects revolve around a few core principles.
Keeping the technical side of your SEO in tip-top shape on all your platforms will ensure your brand can always be found, no matter what the future of privacy laws or budget allotments have in store. Ensure you are ready for the future by running a Core Web Vitals Report today.
You can also be holistic within the parameters of your organic marketing. Once you get your SEO in place, keep these ideas in mind.
Organic marketing is the cornerstone of a digital strategy that continues to engage an audience and grow. The most efficient and effective approach involves employing a close-knit integration between your content, SEO, and web teams. It’s a balance between creativity and technology, and to ensure you are maximizing your collaborative possibilities and operational health, you need the expertise of an enterprise organic marketing platform.
Are you making the most of your organic marketing possibilities? If you aren’t using a platform like Conductor, you may be missing key components of your potential to improve traffic, productivity, cross-channel efficiency and online revenue. An enterprise organic marketing platform connects your team, systems and processes in one place to create value and impact, and according to The Forrester Wave, Conductor is the top SEO platform available.
If you are ready to see what a top-rated organic marketing platform can do to increase your organic marketing efforts, download our demo and get started today.