Organic growth in digital marketing is all about building a business model that is growth-focused but sustainable.
If you ask almost any business what one of their biggest challenges is they’ll tell you it’s customer acquisition.
Organic growth looks at how to develop your business so customer acquisition channels grow steadily over time.
Organic vs. Inorganic
When we refer to organic growth we’re referring to growth that will compound over time.
Growth that is consistent and sustainable, not sporadic or unreliable.
The kind of growth that results in naturally bringing in more leads and customers.
For example instead of needing to spend Google Ad money every month, making sure your SEO is properly in place for your website to rank well in Google search results.
Another example is instead of relying on social media influencers to promote your content, having your own social media accounts with strong content and followings.
By focusing on organic growth, you’re putting energy into marketing efforts that can become self-sustaining and more cost-effective.
In this article we’ll go over the three main pillars of organic growth through digital marketing:
- Search engine optimization
- Social media marketing
- Website optimization
Can people find your business on Google search?
People do almost everything online these days so if people can’t find your business on Google that can be a big problem.
If you’re making more money than you can dream of and you have too many clients and customers to even service, then don’t worry about showing up in Google search.
But if you’re trying to grow your business and its digital presence, you need to invest in SEO (search engine optimization).
SEO allows you to strategically plan and create content and optimize your website to get the best possible results from online search.
According to HubSpot, 75% of searchers never go past the first page of search results, so it’s important for any business that wants to bring in more inbound traffic to have a strategy in place for SEO.
Traffic is simply how many people are visiting your website. Organic search traffic is all about making sure you’re as visible as possible in search engines like Google and Bing. For all intents and purposes, Google dominates the search industry almost to the point of being a monopoly so 99% of SEO is based on best practices for ranking well in Google.
When your website is optimized for SEO, you won’t have to rely on outreach through email, social media, paid ads, or other means to get people to visit your website.
People will find you on their own when they search for things online. Your customers will come to you.
Audit your technical SEO
One of the main factors in SEO is making sure the technical SEO of your website is taken care of.
- Submitting sitemaps and ensuring functional website architecture
- Making sure all links are working properly without any 404 errors or broken redirects
- Verifying meta titles, alt tags, and meta descriptions
- Getting rid of thin and duplicate content
- Proper security through http and https
- Website loading speed and mobile optimization
Before you worry about your content creation and getting on the first page of Google, you need to make sure everything on your site is technically sound.
Make sure you have your technical SEO optimized as it can greatly impact how much organic search traffic reaches your website.
Develop quality links
Part of optimizing your site for search is developing quality links. You will naturally develop quality links as you optimize the pages on your website and create good content.
There are also things you can do to proactively improve the quality of all the links on your website, which will help your site rank more highly in Google’s search results.
Writing amazing blog posts is one of the best ways to develop quality links for your website.
Through a combination of smart keyword research and SEO best practices, you can create targeted content that not only serves your audience but also improves how Google views your website.
Making sure your product pages, landing pages, and any blog posts you publish are optimized for SEO will strengthen the quality of your links.
You can bolster your links by creating great content that’s shared by many people and ranks well in Google so it naturally grows.
You can also bolster your links by acquiring backlinks, links to your pages
Rank higher in Google searches
With a solid SEO strategy in place, you’ll eventually start ranking higher in Google searches by optimizing your site and targeting more keywords with new content.
According to Junto Digital, 61% of internet users do research on a product online before making a purchase.
One major factor that affects how much Google trusts your website is time. The length of time your website has been around, significantly influences how much Google trusts your site.
For newer sites, this means focusing on targeting keywords with lower difficulty and less competition.
For older, more established sites, this might mean you have an opportunity to target more competitive keywords.
Content that is high quality will help to make your site more authoritative.
There are several factors that can affect your website authority in the eyes of Google.
- Fulfilling people’s search intent
- Providing useful and factual information
- Writing content for people and not algorithms
- A safe and secure site that doesn’t use sneaky or misleading tactics
When you create quality evergreen content, you have content that will perpetually continue to add value.
Social Media Marketing
It’s one of the main pillars for organic growth of brands who take advantage of digital marketing and today, a significant number of businesses rely solely on social media marketing to make sales.
Many businesses are able to do so quite effectively.
Buffer states 73% of marketers believe social media marketing has been “somewhat effective” or “very effective” for their business.
Anyone with an internet connection can get on social media right now for free and start building an audience and gaining followers.
Choose the right platforms for your business
The first step of social media marketing is to go where your customers are. Depending on your business model, that might mean different places.
B2B marketing is primarily done on LinkedIn with Twitter coming in farther behind in second.
B2C and eCommerce are more diverse and can end up on any platforms including Facebook, Instagram, and Pinterest.
Even video platforms like YouTube and streaming services like Twitch can help different businesses reach different audiences.
As a business, when people follow you on social media it means they’re interested in what you have to post and consent to you advertising to them as well.
Post quality content consistently
Social media is one of the biggest marketing hacks because you can build your own following and community at no cost.
When people like and subscribe to your content, they’re more than happy to follow your account and receive content and updates from you.
But part of gaining that opportunity is to create content that people actually want to see.
Content that inspires, educates, entertains, or some combination thereof will always be the most impactful and popular.
Think about who your audience is and the type of content that would be useful or valuable to them in relation to your product or service.
Amplify your voice
Social media allows you to spread your message to a potentially limitless audience.
A social media post can go viral and go around the world in minutes.
Going viral isn’t necessarily going to happen every day for most social media accounts but social media gives you much more visibility.
And if people are liking and sharing your content organically, you’ve now built a foundational stream of new leads.
This is one of the reasons influencer marketing is so successful. Even if you don’t have many followers or much engagement, someone with a much larger audience can repost your content, and all of a sudden it’s in front of thousands or millions of people.
The amazing thing is you can get this type of publicity for free when you’ve built up your brand and social media presence enough.
Website optimization is critical for any business that operates online.
In many ways, your website is your digital pamphlet, digital business card, and digital storefront.
It tells people what exactly you do, how they can reach you, and how they can purchase your products or services.
Getting people to your website is only half the battle. You also need to convert these visitors into customers and cash flow.
Whether you use paid ads, online search, social media marketing, or email marketing to drive traffic to your site, you need to make sure that your site is set up to receive people once they get there.
No matter how much traffic you drive to your website, it doesn’t matter if your site isn’t optimized to collect information for subsequent marketing efforts and ultimately help you sell your products or services.
Build a marketing system that works for your business, automate it as much possible, scale it, and you should find yourself in a very good position.
Emarketer found in 2018 that B2C companies that leverage ‘marketing automation’ have seen conversions as high as 50%.
Design your website with the customer in mind
When you design your website you need to do it with your customer and audience in mind.
Think about the things they’ll be looking for, the information that you need to direct them toward, and how to best facilitate them either learning more about your products/services, opting in to further marketing, or directly selling your products or services.
Your website should be visually appealing, clean, and professional-looking, and also have clear navigation and website architecture that makes it easy for users to visit different pages and find what they need.
Your site needs to connect and engage with real people if you want it to become more popular and retain attention.
Funneling inbound leads
Your website should be able to take customers on a journey through the buying process that leads them pleasantly toward the sale.
These routes are commonly known as “lead funnels”.
If your site is designed properly, lead funnels allow you to take inbound traffic that visits your site through steps that will increase their chances of converting as a customer.
There are different stages of a buyer’s journey.
- Loyalty (customer retention)
Your lead funnel needs to be able to take someone through each step of the process from awareness all the way to action (purchase) and then ideally you want to retain that customer for future business.
For example, someone sees your social media post and clicks the link to your blog. After that, they subscribe to your email list and after the 5th email, they decide to make a purchase.
Having optimized lead funnels allows you to reliably draw in attention from new customers and sustain your business as long as you can continue to grow your traffic.
Part of what measures the success level of a lead funnel is your conversion rate.
Your conversion rate is what percentage of people visit your website that becomes customers or opt-in to your marketing, depending on the KPI you’re focusing on.
As you drive traffic to your site you need to measure what people are doing after they get to your site and understand what you need to adjust in order to improve your results.
For example, if you’re getting lots of traffic to a specific landing page but you’re not getting email sign-ups, maybe you need to tweak your copy or change your opt-in offer.
If you have a product page that’s getting traffic but little or no sales, you’ll need to re-examine the page design, page copy, pricing options, and checkout process to optimize the page and increase your conversion rate.
When you have your conversion rates up to a desired level, you can focus on bringing in more traffic to create a steady flow of revenue.
Ultimately, your social media marketing, SEO, and website optimization are systems.
But when these systems are optimized for efficiency, they can have a noticeable impact on your business.
Look at the current state of your online presence and digital marketing efforts.
Have you taken steps to help develop organic growth and sustainable success for your business?
If you’d like to get in touch with BRDG to discuss your marketing strategy, learn more about our services, or potentially get help, please contact us.