Written in Partnership with Amir Bakian
Often, the reality of marketing is that the harder it seems you are trying, the less your efforts will resonate with people. An increasing number of consumers are zoned out from dedicated advertising efforts, such as through social media or traditional in-person placements. For entrepreneurs, this means the need to evolve is more pressing than ever.
The most impactful campaigns are now originating from the grassroots by engaging the consumer themselves in the conversation. Business leaders who understand the way their target audience communicates are beginning to separate themselves from the pack, but the need to continuously innovate looms large. Jonathan Fogelberg, the founder of the 90 Days Challenge, has shed light on some frequently overlooked organic marketing methods:
1. Involving the community
Social media algorithms predominantly work by generating interest exponentially. The more attention content gets, the more users it will be exposed to. Directly involving clients and community members in social media posts can cause followers and interactions to snowball.
“Make your client the star of your content,” Fogelberg said. “Then you can use Instagram stories to engage the wider community—including your followers and theirs—in your content, such as through polls. Your reach could dramatically increase as new users engage with your content.”
This strategy has a two-fold benefit. While social numbers have the potential to skyrocket, your original client feels more valued as they become part of your story.
2. Making competitive progress
Many campaigns have impressive graphics or levels of investment but lack a sense of urgency to close deals with clients. One unlikely way of reinforcing community engagement while promoting your business is by putting consumers in lighthearted competition with one another.
“If a customer is going to commit to your services for some time, there must be some prize or reward,” Fogelberg explained. “Adding a competitive element to your content can add healthy motivation for clients to stick with your business. By putting organic competition in the hands of the community rather than yourself, you can avoid being perceived as inaccessible.”
3. Monetizing your following
Despite common presumptions, follower stats don’t necessarily correspond to greater revenue. Not only do industry figures need to populate their social media channels, but they also need to provide the kind of value that could close a deal.
Consistently providing content that both informs the audience and increases the attraction of your services is more effective for your conversion rate than any number could be. Ultimately, the aim for any business owner should be to have new prospects bringing up your social media presence as a primary reason for contacting you further.
Consistent, informed content is key. Organic marketing is less about selling and more about building trust with an audience that could have many options available.
4. Utilizing quick wins
It is universally understood that the attention span of people online is getting shorter. As frequently misinterpreted, that isn’t a reason to decrease the value of your content. Instead, business leaders need to understand how to pack more information into a shorter space of time.
“You can pick up quick pieces of content from everyday life,” Fogelberg said. “Don’t give away your whole offering for free. Instead, think of little pieces of advice that will grab the audience’s attention and that they can implement by themselves.”
Despite their decreased length, quick wins can have a significant upside for entrepreneurs. They require fewer resources than traditional campaigns and can be reactive to current trends or misconceptions.
Any marketing agency can call their strategy ‘organic,’ but the label requires a deep understanding of the targeted community and their discourse. Mastering an approach in which your business is equal to its consumer and provides genuinely helpful online content could be the difference-maker versus the competition.
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