What is it?
As its name suggests, organic marketing refers to the use of tactics that attract customers naturally and over time. Rather than approaching people with paid links, promotional content and boosted advertising, organic marketing has a more subtle goal.
By creating highly visible, high-quality content that gives prospective consumers value for no cost, organic marketing aims to naturally attract and convert people who find them.
Why is it important?
One of the biggest challenges faced by businesses and marketers is people’s increasing immunisation to advertising. As advertising is everywhere, consumers have trained themselves to identify and disregard a lot of sales-forward marketing without much, if any, thought.
But – organic marketing to the rescue – while requiring time, organic marketing can bypass this consumer displacement. Instead of approaching people not searching for a product or service, organic marketing tactics aim to attract and convert people who are already motivated in the area of what you have to offer. For example, in 2018 Hubspot found that 70-80% of search engine users only focus on the organic results of their searches; ignoring paid advertising.
Although it can take time statistics like these demonstrate how this waiting game, can make easier, longer-lasting conversions out of people already inclined to be interested in a business. Even if they only capture their attention because they don’t seem to be asking for it.
How is it different from paid marketing?
Paid marketing is a direct, inconspicuous and artificial form of marketing. Through its sales-forward and transparent goal of generating sales, it uses sponsored messages and paid advertising tactics to generate a quick result.
But in comparison to the targeted and upfront nature of paid marketing, organic marketing is the opposite. It is unasking, naturally occurring, and gradual, with the aim of generating sales over time.
Why is it important to you?
Unlike the sales focus of paid marketing, organic marketing can be used to communicate company values, ethos and culture. It communicates brand personality to attract the people who represent the ‘low hanging fruit’ of your target audience.
In other words, when people are searching for information relevant to your business’s products or services, the information it provides them is meant to unconsciously cultivate a sense of trust within the consumer that encourages them to choose your business over your competitors vying for their attention.
The greater a business appears to understand its area and what the consumer is looking for, the more the consumer will be inclined to choose them. Hence, people are more likely to invest in your company on the basis that you don’t have to use clever advertising to have them believe in your abilities to give the consumer what they are looking for.
Organic marketing strategies boost paid marketing strategies
As the effectiveness of direct, paid marketing styles have gone by the wayside, organic marketing should be used to boost paid advertising strategies. This is because, to best address your business goals, it is now required these strategies work hand-in-hand. This explains why integrated marketing communication has become an essential asset for every company.
Both paid and organic marketing strategies drive engagement, acquisition, and conversion. But while paid marketing drives sales in people who notice your brand, organic marketing helps increase the number of consumers who can notice your brand, despite an oversaturation of advertisements. Essentially, by using organic marketing, a consumer is more likely to engage with your brand because they have already observed and connected with it through its more natural introduction tactics.
All your business has to do is use organic marketing to drive more consistent sales.