Businesses all over the world have had to tighten their belts and adjust to new ways of living and working since the Covid19 outbreak. Since then, it has never been more imperative to protect your business from going under.
This trying time requires the reassuring and securing of your clients and customers to avoid your business getting lost and forgotten in all the confusion.
Businesses that have been lucky enough to hold on to their marketing budgets during this time are quite fortunate and have the ability to make the best of the current crisis by using it as a marketing opportunity.
Making the decision to advertise during this time is the smart choice and will pay off when an economic recovery eventually arrives. But if your business is in survival mode and unable to afford a marketing budget right now, then paid marketing might not be your immediate first priority. Nonetheless, your business does still require some kind of marketing strategy in order to get relevant messages in front of your audience and remain visible.
This is where organic marketing comes in.
Every day there are conversations happening over social media, that discuss the Covid19 crisis, so use this phenomenon to respond to the current situation and look to increase your engagement with your audience.
Achieve engagement additionally, by creating current and relevant, ongoing content. Audiences have developed an appetite for discussing content relating to the outbreak so provide engaging content that will ensure your organic marketing is a success.
Organic marketing also helps your business to amplify its reach and increase the impact of your content without you having to make use of your ad budget.
It has a multiplying effect when used in conjunction with paid campaigns and can be used in place of paid advertising if your business finds itself in a pinch.
When concentrating on organic marketing, ensure that you build a foundation focused on creating a compelling and exciting social media presence, while regularly posting content that succeeds at keeping your business relevant and top of mind.
Also, look into joining the right conversations in an effort to increase your business’s visibility and introduce your brand to wider audiences. As your audience begins to participate in content sharing and discussions, your reach and engagement will naturally increase.
Even before the Covid19 outbreak, organic marketing has always had an important role to play. It’s been proven extremely effective in the past for growing brands.
Pro tip: An organic marketing strategy will always have its benefits and be valuable for any brand and budget.
Below are some techniques that you can use to help you get organic marketing right.
Think holistically
- Think of your social media content as the foundation of any good marketing strategy. An always-on marketing asset that allows you to stay connected to your audience while providing a holistic view of your business, brand, products, services and culture.
- Pay attention to insights that can be found on your various social media pages to help you grow your audience. Also, make use of social media listening tools to help you stay plugged into various, relevant conversations and make it easy to respond.
- Most of the time, your audience is looking for a deeper understanding of your business, so make sure to cover all angles and showcase the different facets of your business. Your social media about section, for example, can act as a valuable asset for those looking to find out more about your brand and enquire about your services.
- Use social media to push people to the forefront, and humanise your business during a time when people really value and crave connection. Also, don’t forget to leverage visual opportunities by choosing striking and original imagery to amplify your influence. Doing all this will help to ensure that your social media pages are easily discoverable.
Use audience insights
- Most social media platforms have a powerful range of free tools that you can use to detect and address issues that your audience may be discussing at one time or another. Take advantage of this and use this information to inform your organic marketing strategy.
- At a time when the world’s attention is solely focused on Covid19, adopting a granular perspective can prove valuable. For example, looking at what your audience discusses closely can help you to identify their priorities and therefore speak to them. This acts as a good basis for planning organic marketing strategies and can be used to develop strategies for months to come.
Pro tip: Aligning your business’ approach with your audience’s thinking can have a big impact on your overall influence. So make sure those two things coincide.
Post on social media daily
- Businesses that post content daily on social media are likely to receive higher engagement levels than those that post less frequently. These are also the businesses that are most successful at growing their following organically.
- Posting regularly on social media works because it gives your audience a variety of content to engage with and discuss. This keeps your brand visible in different social media feeds, making people more likely to notice and respond to your business’ content in the future.
- It also allows your content to reach a broader network on a more regular basis which directly impacts people’s awareness and perception of your business. Short-form social posts that share a single, supportive insight or tip work best.
Conclusion
Effectively making use of an organic marketing strategy is guaranteed to add value over time for any business. So use this opportunity to build some solid foundations in order to keep your brand visible and top of mind, even if you find yourself without a marketing budget at this stage.
When recovery comes, and it will, the organic marketing that you produce now will continue to grow and multiply the impact of your paid future campaigns.
Pro tip: When you invest in an organic social media strategy during tough times, you invest in future growth and profitability.
