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Explore the dynamics of organic marketing, unravel its strategies, and ignite your creativity with real-world examples.

Organic marketing, a lasting digital strategy, nurtures brand awareness through non-paid tactics like SEO, social media, blog posts, email marketing, USG, video and audio content.

Organic marketing is the art of cultivating a long-term genuine connection with your audience without relying on paid advertising. It involves crafting compelling content, building relationships, and leveraging word-of-mouth to naturally grow your brand presence. In a world saturated with ads, organic marketing stands out by fostering authenticity and trust, creating a sustainable foundation for lasting customer loyalty.

What makes organic marketing important?

The main goal of organic marketing is to naturally attract customers and increase interest. An indirect, but also important goal, is to strengthen and expand one’s position in the market by, among other things, narrowing the visibility of competitors.

Not surprisingly, a report prepared by BrightEdge states that as much as 53.3% of total web traffic comes from organic marketing. Moreover, as many as 70-80% of online users choose content from search results that is ranked highly thanks to organic marketing rather than paid-ads content. So the first five organic results in the SERP capture 67.60% of all clicks.

In organic marketing, we don’t aim ads at potential customers directly. Instead, we attract them with content they’re interested in. This approach is often linked with inbound marketing.

Through organic marketing, you don’t advertise your services, but attract people to your website by providing them with what they need—without direct and often pushy advertising. Find out when it’s a good idea to implement this type of marketing into your own business.

Real benefits of organic marketing

Organic marketing offers a treasure trove of benefits for businesses navigating the digital landscape. Firstly, it establishes a genuine connection with your audience, fostering trust and credibility. By relying on non-paid strategies like SEO, blog posts, and social media, organic marketing ensures a sustainable and cost-effective approach to building brand awareness.

1.  Long-Term Effect (pay once, but get results for life!)

Organic marketing has many parameters. One of the best parameters is the running time of the ad. For example, if you describe your Facebook and Instagram account well, and if you use keywords, then users will find your account for years. Of course, you will have to do some research to find out which keywords you should use in your social profiles, but if you do, and you use them, then the job will be done and you will reap the rewards for years to come just because you took the time to do it once upon a time. However, if you were to buy clicks on an advertising platform, then as soon as you stop paying, you will lose traffic, because you were paying for paid advertising, not for generating free traffic.

2. Cost-Effective Visibility and Growing Community

Growing Community

Organic marketing survey has shown that relying on non-paid strategies like SEO, blog posts, and social media, provides a cost-effective approach to building brand awareness. For example, you can create a community that visits your projects every day, which will increase the number of visitors to your project’s website and, of course, your sales.

We have created Facebook groups for our clients, using organic marketing (as well as community management and mission-driven marketing), and have recruited enthusiasts who have agreed to become Facebook group admins to grow these communities. Clients didn’t pay the enthusiasts, but their groups grew daily with hundreds of thousands of traffic and lots of sales.

3. Value-Centric Approach

The content-centric nature of organic marketing stimulates (and encourages) businesses to provide value, positioning themselves as industry authorities and attracting genuinely interested organic traffic.

4. Long-lasting Customer Relationships 

Unlike some transient paid strategies, organic marketing focuses on cultivating enduring connections, aiming to build a loyal customer base that becomes brand advocates over time.

In essence, the benefits of organic marketing extend beyond immediate visibility, offering a strategic and holistic approach to a digital presence that resonates with today’s discerning audience.

Different methods to use organic marketing

The most important and at the same time the most popular activities on which to base an organic marketing strategy are:

  • SEO,
  • posts on social media, such as Facebook, Twitter, Instagram, TikTok—remember that the type of medium is always selected according to the target audience (for example, a company targeting 50+ customers is unlikely to get benefits from its presence on TikTok),
  • articles on the company’s blog (this article was also written as part of our organic marketing strategy),
  • articles on a web portal launched strictly for the brand being promoted,
  • guest articles on other blogs and portals,
  • content from customers themselves (reviews, opinions, comments under articles and social media posts),
  • newsletters,
  • PR activities, such as press releases,
  • acquiring valuable links through, for example, brand citations in trade media,
  • YouTube videos.

With the help of analytical tools (e.g. from Google), you need to determine which content on the company’s website attracts the most traffic, i.e. is of most interest to your potential customers. If it’s pricing, then you know it’s worth creating a series of articles about the prices of particular products, what they are based on, why it doesn’t make sense to go for the cheapest deals, etc. 

It’s also important to know where the current organic traffic to the site is coming from. Is it web portals, YouTube, or maybe social media? Based on this, choose the channels where your brand should have a constant presence.

Why organic marketing beats paid marketing

Paid campaigns, as a rule, are geared towards a specific goal that is important to the brand. The promotion only works for the duration of the campaign, so it’s necessary to constantly invest resources in it. However, this type of advertising can be inefficient if the company does not hire an experienced promotion specialist who follows trends and knows how Facebook’s or Google’s advertising algorithms change. Paid advertising is, in a sense, going for the easy way. On the other hand, this is why many people opt for it, which increases the cost of effective, inorganic advertising.

Organically building traffic to a site and increasing its visibility is time-consuming, requires consistent work and a lot of knowledge. Optimizing a site is a process that needs to be monitored on an ongoing basis and follow the updates made to the Google search engine. Of great importance in the positioning of the site play content written in accordance with SEO principles, external links acquired, and technical parameters placed in the code of the site. Sometimes organic activities also involve additional costs (e.g. for acquiring links from strong domains, creating specialized content, conducting audits). However, a significant part of the activities can be performed without additional financial outlay. An important advantage of organic activities is that if a company conducts them regularly, it will maintain high visibility online for a longer period of time.

Real-life examples of organic marketing

Organic marketing refers to the strategy of promoting products, services, or brands through non-paid, naturally occurring channels. It relies on creating authentic connections with the audience and leveraging word-of-mouth, content marketing, and community building. Here are some real-life examples of successful organic marketing:

Dove’s Real Beauty Campaign:

Dove’s Real Beauty campaign challenged conventional beauty standards and celebrated diverse body types. Through thought-provoking advertisements and videos, Dove sparked conversations about self-esteem and body image, encouraging people to embrace their natural beauty. The campaign went viral, with individuals sharing their personal stories and experiences on social media.

Big Fountain Agency marketing campaign

Ask yourself, how did you find this www page you are on now? Did you click on some shitty banner that said “sponsored”? You came to this website because we are the best in organic marketing.

And you can appear here, in the list of the best organic marketing campaigns! But you have to use organic marketing in every step.

Airbnb’s User-Generated Content:

Airbnb encourages users to share their travel experiences by showcasing user-generated content on its platform. Hosts and guests frequently post photos and reviews, creating a vibrant community that acts as a testimonial to the brand’s credibility. This organic approach builds trust and attracts new users who value the authentic experiences shared by their peers.

GoPro’s Social Media Engagement:

GoPro, a company specializing in action cameras, relies heavily on user-generated content to showcase the capabilities of their products. Customers share thrilling videos and photos captured with their GoPro cameras on social media platforms, effectively turning users into brand ambassadors. This organic sharing not only promotes the product but also reinforces the adventurous and active lifestyle associated with the brand.

Patagonia’s Activism and Sustainability:

Patagonia, an outdoor clothing company, integrates its commitment to environmental activism and sustainability into its brand identity. By taking a stand on environmental issues and promoting sustainable practices, Patagonia has built a loyal customer base that aligns with its values. Word-of-mouth spreads as customers proudly share their support for a brand that shares their environmental concerns.

Coca-Cola’s “Share a Coke” Campaign:

Coca-Cola’s “Share a Coke” campaign personalized the beverage experience by printing popular names on their bottles. This not only created a sense of personal connection but also encouraged consumers to share photos of their customized Coke bottles on social media. The campaign generated a massive amount of user-generated content, turning a simple product into a social phenomenon.

Toms’ One for One Movement:

Toms, a footwear company, adopted a “One for One” business model, promising to donate a pair of shoes to a person in need for every pair purchased. This philanthropic approach became a central part of Toms’ brand identity, and customers felt good about contributing to a social cause. Word-of-mouth and social sharing amplified the impact of Toms’ charitable initiatives.

These real-life examples demonstrate the power of organic marketing in creating authentic connections, fostering brand loyalty, and leveraging user-generated content to reach a broader audience.

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