Organic strategies to enhance user-engagement, reach, and conversions
Organic marketing affords online businesses high audience value that’s hard to come by through paid marketing strategies. More than the number of clicks and site visits coupled with the number of social page likes, organic marketing establishes brand authority whilst fostering customer loyalty at the same time.
Who hasn’t relied on the Internet to conduct a search on just about anything? Nowadays people rely on search engine results to answer queries, settle debates, and learn more about specific topics. But how accurate, relevant, engaging, and - most importantly - insightful is the bulk of online content?
Similarly, everyone has navigated away from a promising search hit within seconds because it just wasn’t what they were looking for. Content calibre is another matter entirely. For effective online commerce, organic marketing and SEO optimisation are non-negotiable tickets when developing a solid strategy and campaign.
So what are the organic marketing fundamentals? Read on.
Organic marketing is your business’s way of driving traffic to your online assets (e.g. website, landing page, media channel etc.) and making this audience see you as the best option out of potentially hundreds of others. Succeeding online is not just about having a dedicated website; it will not feed itself. By establishing awareness, setting up your voice, and engaging in authentic interactions with your audience, you are able to convert visitors and readers into staying and paying customers and clients.
Unlike paid marketing (ads, for instance), organic marketing is internal and more subtle. In simpler terms, paid marketing can be compared to a hard sell, whereas organic marketing is more akin to mind and equipment conditioning: you are convincing visitors of the virtues of your offering rather than simply persuading them into a purchase.
Finally, a note on SEO: since major search engines function using bots and crawlers, you need to set your website up in a way to capture their attention and be listed for relevant keywords and phrases.
Organic marketing is time-consuming, but it’s a vital asset for sustainable growth and results.
Organic marketing strategy: is it working?
Just because people clicked on an inbound link doesn’t mean immediate campaign success, unfortunately. There are multiple layers to measuring the success of an organic marketing campaign, the key measures being: reach and impressions, platform engagement, and conversions.
Reach and impressions
In a nutshell, impressions occur when your content is seen (e.g. in a news-feed), and reach is when your content has been viewed (e.g. clicking on an article and reading it). Consider impressions more passive as they require less effort on the part of the viewer, and reach as more active since they reflect piquing user interest and enticed them to engage with the content. Out of the two, reach is more valuable, but they go hand in hand.
Imagine a social media post that has the right hook, keywords, and a link to your website, or a guest post that mentions your brand or service, and then follows up with a hyperlink. Knowing the reach and impressions figures for a specific period give insight into campaign effectiveness, and whether targets have been met. The metrics can also give insight into user-type, which can be reviewed alongside target demographic.
This is where comments, retweets, likes, and shares come in. Many consider these overrated, but — when it comes to driving your audience — they are essential to high engagement value, so you remain continually visible and give the right impression. While this strategy is not as reliable metrics-wise as clicked links, it serves to build a community of people over time who share your brand and values within their channels.
This refers to an actual e-commerce purchase, an account signup, a filled-out form, or similar engagements — and this is what gives you a direct metric on your ROI. The goal of every business is to get people to pay for their products and services, so measuring lead conversions is crucial.
Paid promotion: an end-note
When you really look into the pros and cons of paid and organic marketing strategies, you'll doubtlessly find that your business benefits most when the two go hand-in-hand. Not all businesses have the budget to invest in substantial paid ads campaigns plus constant organic campaigns.
By creating a strategy where both organic and paid marketing complement each other, you can set up a clear path for your business to grow strong roots and become well-established. Using the talents and expertise of a rated content marketing agency will complement your in-house team (especially if organic marketing is a new addition to your strategy).
First Published: 1 November 2018
Updated: 22 March 2019
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