You must have read about Organic Marketing, and that’s why you are looking for optimal ways to do it. Well, the first thing to do to win at Organic Marketing is to create a perfect organic marketing strategy that will give you the results you want.
I’m here to give you the foundations, or rather settle them for you, so that your organic marketing strategy is on point, whether you are looking to create one for your brand or your clients’.
I would like to tell you something though. Organic Marketing is not free. Nothing that involves ‘work’ through humans, or robots is free. We can say that it is not a direct form of paid advertising, but nevertheless, it will cost you. You will need to either have people who would help you with some tasks, or you would need to do them yourself; especially writing, designing, SEO, and publishing – tasks that take considerable time and attention.
Getting to the meat of the discussion though.
Creating the Perfect Organic Marketing Strategy
While creating an organic marketing strategy, you need to look at an array of activities that will cohesively help to improve your inbound marketing. At the heart of it, you need to create content of various types that your audiences resonate with and are looking for. So, there are two main things that you need to take into account while creating content:
- It should be informational
- It should be entertaining
Mastering these two concepts, will not also increase your visibility but your brand perception as well. Although the results produced are long-lasting, you have to give a lot of focus to Organic Marketing.
Organic Marketing doesn’t also mean waiting for your business to grow, it needs a strategic tactical approach to what kind of content to create, when.
Steps to Involved in Finalizing an Organic Marketing Strategy
Like any other Marketing Strategy, creating a strategy for Organic Marketing needs thorough analysis, as well as a clear process. We get into those steps now.
- Focus on a great user experience
Before anything, you have to make sure that at every touchpoint, you have to delight your audiences with a great user experience. You should pay special attention to your funnels in order to have a seamless transition of your visitors into paying customers.
Before you go out to market your brand, you should be satisfied with the kind of user experience your website, app, social media, or sales team will provide. For example: bringing in queries without having a support team to deal with them is counter-productive. You may lose your reputation as a brand even if your visibility increases.
That’s why I emphasize having a great user experience associated with your online business.
- Understanding your current standing
You need to gather all your reports and core team members and have a deep-rooted conversation on your current standing as a brand. Pay attention to your close competitors and notice what they are doing better, and where they are lagging behind.
Make your mind grasp every single opportunity that lies unattended. This means understanding your niche is important as well. There will be a strong temptation to shrug off every single deficiency your brand has but resist it. Your goal is to win more clients and grow. You have to be your best critic and have a mindset to overcome all the issues you perceive.
In-depth use of google and Bing to search for information related to your niche will be a good place to start. You should also use a reputed tool such as Semrush or AHREFS to help you explore more.
- Create buyer personas and communicate to your team
Like every other brand out there, there would be a specific category of people who would be interested in your products and services. Understanding such people has to be an early attempt. It is a key aspect of your organic marketing strategy.
You need to determine if you are selling to consumers or to businesses, and you would need to position your content and write your landing pages accordingly. In case you wish to target other businesses, you need to have a clear direction about:
- Type of business to target
- Ideal decision maker
- Size of the business
- Geography
And if you are targeting consumers directly, you should well be aware of:
- Age
- Gender
- Geography
- Income Group
- Marital Status
- Interests
Having a persona made up through the use of such criteria will make sure that you have a strong foundation for your Organic Marketing Strategy. Because these pointers will give you the information to help you create the kind of content you want.
- Have pre-set goals
Knowing what you expect to achieve through your marketing efforts is important to make sure that you are able to achieve. An organic marketing plan may mean that you increase your blog visitors, it may also mean that you increase your sales or your leads. But in any case, you have to set goals that are measurable.
Apart from having a clear-cut vision in terms of results, you must also pre-determine the time you have to achieve them. Without a clear schedule, you will be lost. Another important thing to consider is to write your goals down and communicate them to your team.
You also must talk about your goals and timelines to your team every week so that the focus remains intact.
- Finalize the tactics to achieve your goals
Once you know your goals, it becomes easy to finalize the tactics to achieve your goals. Example: If you wish to get 100 sales a day on a new website, it is almost impossible to get them without a paid budget. So, even considering an Organic Marketing tactic here would be naive.
But if your goal gives you enough time to settle, you can work on your organic marketing tactics. For example, you need to get 100,000 hits on your blog per month, within the next 6 months. This is a goal that is realistic and measurable.
Now, if you have such a goal, you need to plan the resources you would need to achieve it. You need ideally SEOs, Content Writers, and Link Builders to do it. Apart from that you also need a Content Manager with you.
At this stage, you need to understand the emotion of your audience as well. How are they motivated to make a buying decision? Is it fear, is it fun, or is it plain intuition? Launching a survey on your buyers is a good starting point to understand the emotion that drives your revenue.
Once the emotion driving your clients is noticed, you would need to prepare tactical guidelines on the kind of words, phrases, and language you would use. For example, A luxury brand may wish to have powerful and rich language and a mass brand would wish to have a simple, easy-to-understand one.
- Type of content and platforms to publish
Everything comes together here. The kind of content you would need to produce and the platforms you need to publish your content on are the key aspects to the success of your Organic Marketing Strategy. If you master this step, you have mastered the art of Creating a perfect Organic Marketing Strategy.
Podcasts are trending in the B2B space, and you can consider that if you are in that segment. Similarly, whitepapers and blogs are essential if you are focussed on lead generation. Remember all the content you produce for the B2B arena should be high quality and value-adding. Writing too basic and generic content is a waste of time.
If you are targeting millennials or even teenagers, you need to get on Social Media by optimizing your account to manage the online brand presence. Instagram, TikTok is the platform to be on. All your public relations and your brand building will take place there.
- Defining your budget and resources
Going back to our target of 10000 website visitors a month, this can only be done with say 300 blogs, and 100 links from different websites. You will have to plan and allocate budgets and resources accordingly. If a writer gives you 15 blogs a month, and an SEO link builder gives you 10 links a month, you would accordingly need to hire a team.
Now the kind of writer and the link builder you want depends on the budget you have. A thing to note here is that as there is money involved in hiring people and doing amazing organic marketing, it is not completely free. There is always a commercial aspect to it.
- Control your operations
By now, everything is good in theory. But you would need to assess the situation and the working of your strategy to mark areas of improvement. If all is going well, you would need to continue doing what you had planned. But if it’s not, with the new information attained, you need to go over all the 7 steps again.
Your audiences or situation can constantly be changing, and you need to adapt. The fashion, trends, and tastes of your audiences will keep changing and you need to be flexible enough to adapt. If you are not flexible enough, you will face a lot of challenges.
Getting Ready with Your Organic Marketing Strategy
Having an ideal Organic Marketing Strategy will take time, effort, budget, and learning. Without any prior experience, it will be difficult to hit the bullseye in the first go. You have to try and evolve. That’s the only mantra to success.
