It’s no secret that the world’s top social networks have been making it harder and harder for users to see content from the businesses and brands they follow. The meticulously curated feeds of Facebook, Twitter, and Instagram mean that many companies struggle to reach more than a tiny fraction of their followers when they post to their social platforms.
Social media is an immensely powerful marketing tool, and the savvy minds behind its algorithms know they can sell that power to the highest bidders. So, if you want to make an impact on social media and the internet at large, you’re going to have to pay to play, right?
Don’t reach for that credit card just yet, because even though you’re noticing more and more paid posts on social media, organic marketing still offers many pathways to success. In contrast to paid ad campaigns, organic marketing is the process of attracting and engaging customers over time with a consistent flow of quality, unique content.
It requires a bit of creativity and plenty of willingness to test out different approaches, but a winning organic marketing strategy will do more for your business than all the boosted posts, promoted tweets, or pay-per-click campaigns money can buy. So let’s run through some of the reasons your brand will benefit from a beefed-up organic marketing strategy.
BUILD YOUR VOICE
Investing time and energy in your brand’s organic marketing strategy will give you the opportunity to explore and establish the personality you want to put forth in your marketing materials. While it’s tempting to always go for the hard sell, you want to create content that your fans and customers will find valuable and seek out on their own.
Instead of bombarding your customers with pleas to buy, consider the topics they’re passionate about, or think about how to connect breaking news and current events to the products or services you offer. A brand with a sharp sense of humor or a compelling point of view will engage customers and successfully market its products at the same time.
IMPROVE YOUR SEARCH ENGINE RANKINGS
Social media accounts that post frequent updates and gets lots of traffic will rank higher on Google, boosting your business’ profile among potential customers who may be searching for a company just like yours. Organic SEO benefits can be found outside social media, too: relevant, well-written, and entertaining blogs or videos (with the right keywords!) are other great ways to help your brand show up in searches. Don’t forget to share them on social media and add even more fuel to your organic marketing fire!
OVERCOME THE NEW SOCIAL MEDIA ALGORITHMS
For all the talk of social networks stifling brands’ reach in order to rake in more advertising dough, seasoned social media managers will tell you that it’s still very possible to overcome algorithmic constraints and reach lots of people organically.
One good way to do this is to create posts that naturally encourage audience engagement without begging for it. (“Which of these newly released shoes do you like best? Press LIKE for the Nikes or LOVE for Adidas!”) Facebook and Instagram both love posts that attract lots of comments, so don’t be afraid to ask your followers to weigh in on a question or share a personal anecdote or story.
DIVERSIFY, INNOVATE, AND HAVE FUN
Don’t forget that when you’re creating content for your organic marketing efforts, social media is only the beginning. The marketing materials you create for social media can be leveraged in other areas as well: perhaps your website, email list, or some good old-fashioned guerrilla marketing.
Social media is a special tool because it allows marketers to get real-time feedback on what’s working and what isn’t. Don’t be afraid to experiment with new ideas when appropriate, even if they’re a significant departure from your typical M.O. Social media analytics are a treasure trove for organic marketers who are really looking to refine their craft, so don’t let all their wisdom go to waste!