An organic marketing strategy generates traffic to your business naturally over time, rather than using paid advertising or sponsored posts. Anything you don’t spend money on directly – blog posts, case studies, guest posts, unpaid tweets and Facebook updates – falls under the umbrella of organic marketing.
In fact, investing time and energy in developing an organic marketing strategy is one of the most important steps you can take to ensure the long-term success of your business’s digital presence. I’ve helped businesses design and run organic marketing campaigns for years. It’s one of the most effective ways to build an authentic audience and fan base for your product or service. It takes more time, consistency and patience to pull off, but it’s worth the extra effort.
The term is intuitive; the definition of organic marketing refers to the act of getting your customers to come to you naturally over time, rather than ‘artificially’ via paid links or boosted posts. It includes any direct, instinctive, and , with the exception of paid marketing tools. Paid tools, such as artificial paid link-ads, are considered inorganic marketing. If you’ve been putting your blood, sweat and tears into up keeping a blog or website, maintaining Facebook accounts, building your email lists, and improving your search engine optimization, you’re doing it already. Now, let’s take a closer look at why it’s effective, and how you can do it better.
Organic Marketing Tips
- Reread and reconsider descriptions and blurbs sprinkled throughout your website. Check for accuracy and update any out-of-date information. Repeat key words that you want Google and people to find you for like water birth, midwife, natural, and home birth.
- Evaluate the usefulness and pertinence of pages to which you’ve hyperlinked. Make sure the links are in working order. Keeping a blog and resources current will help Google rank your website higher than competitors.
- Craft or improve your email marketing strategy. Set time aside to regularly draft emails–consider making a goal to write a set number of email drafts per week. Persistence and consistency are key with organic lead generation.
- Find and follow complementary businesses on social media. Develop social media relationships with businesses in your area through direct communication. You can also like and share their posts or tweets. Doulas, lactation consultations, and childbirth educators are great online connections to have for cross referrals. Keep up with each others events and share links to allow both business to benefit from your established following of women. Networking and relationships are very powerful tools for organic, free marketing.
- Complete social media profiles in full. Make sure your website, FAcebook page, google contact information, and yellow pages all have the same phone number and address. If there are mild inconsistencies like Street versus St, Google will rank your website lower by how the algorithm works in the backdrop. Consistency for business profiles are key!
- Consider finding and joining Twitter chats that pertain to your field as a way to expand your network, gain visibility, and demonstrate your expertise.
Organic marketing is not a quick fix, but it goes the distance in helping you establish, maintain, and grow your brand. As midwives, we want to focus on caring for women and birth. By having a weekly presence on your website and Facebook page, your marketing cost will be drastically lower to get the delivery lists filled!
In Marketing Essentials for Midwives we teach you how to utilize every medium so you can draw in clients.