© Digital Storyteller 2020
© Digital Storyteller 2020
Marketing is a complex and ever-changing industry. Trying to keep up with the times is a challenge that may not be within the capabilities of your business. So you may decide to outsource your marketing. But even then, there are multiple options available to you.
How do you decide where to start? Is paid advertising worth it for your business or should you start with organic marketing? What even is organic marketing? Organic is the expensive food section where the yogis shop, right? Well, yes, but that’s not what we’re talking about.
Organic marketing uses natural, authentic, and value-based tactics to generate traffic and awareness. The primary goals of organic marketing include identifying your brand voice, creating engaging content, and developing a following base for your company. Some may consider organic marketing to be a necessary first step before attempting paid marketing.
At Digital Storyteller, we utilize various tactics and strategies to build organic growth for your business. Utilizing an organic marketing strategy may take longer to see results than paid advertising, but overtime will likely provide a stronger payoff.
Our team includes a diverse staff of talented individuals that come together to best serve our clients. We recognize that marketing is not a one size fits all industry and our goal is to tailor our work to meet your needs. Curious what you’re getting into in working with us? Keep reading for a day in the life of an organic digital marketing team.
Welcome to 2021, where social media is the queen bee of any engagement type. If you’re looking to build your business by implementing a marketing strategy, we suggest you not leave social media out of it. It is your necessary evil, competitors have it and customers expect it, so please allow us to help you keep up with the times.
Organic social media marketing includes posting content to channels such as Facebook, Instagram, LinkedIn, Twitter, YouTube, you name it. We could say the more channels the better, but you also don’t want to waste your resources on channels that aren’t well suited for your audience.
For example, if you’re looking to issue loans to small businesses and investors, TikTok may not be best suited for you. You’re likely going to perform better on a platform like LinkedIn, where users are more focused on gaining a professional outcome from their engagement.
In addition to posting unique content, successful social media marketing demands ongoing optimization and engagement. Optimization refers to how well you prepare your posts and platform to adhere to the ever-changing algorithms within each platform. Utilizing keywords, hashtags, and alt text in your posts, in addition to ensuring you’re sharing content at an optimal time when your audience is most active, are all critical steps to ensure the highest amount of impressions possible on your content.
Engagement, on the other hand, includes interacting on your social platforms. It isn’t enough to merely put content out for the world to see. If there’s no action accompanying the ongoing content, you’re assumed to be a bot and social media platforms will lower the percentage of your audience they show your post to.
Having engaging conversations, liking, commenting on, and following new audiences is a necessary step in building your social following. This is one of many aspects of a marketing strategy where an outsourced team of specialists comes in exceptionally handy.
Email marketing is a great tool to utilize to open the doors of communication once you’ve got your lead’s contact information. Our team at Digital Storyteller partners with clients to build out email workflows to specific subsections of your contact lists. We write email copy to appeal to various audiences because we know that a high-level CEO probably won’t want to read the same message as the soccer mom down the street that ordered your pudding last week.
Brand voice and client targeting play a significant role in ensuring that the message that you share is correctly received. Maintaining flexibility in your email outreach is critical to obtain the best results.
Content creation is perhaps considered one of the largest aspects of classic organic marketing. The term ‘content’ is so broad and can apply to multiple various forms. The content that your brand shares may include any mix of the following: blog posts, social media graphics, template downloads, videos, articles, ebooks, etc. Your best bet when producing content is to share a variety of content to attract various audiences and catch attention with variety.
The Digital Storyteller team includes multiple content specialists that dedicate their time to creating unique, optimized content for each of our clients. Before jumping into the creative flow, we conduct significant research to ensure our focus remains on relevant keywords and focuses that apply to your business and the current times. The tools we utilize, including SEMRush, Google Analytics, and Frase, among others, enable us to take a deep dive into current analytics trends and produce content that appeals to people and the bots behind search engines.
Our team completes our research process monthly to keep up with the ever-changing nature of our fast-paced world. Once we have conducted research for each of our clients, we gather, put our creative caps on and put our heads together to plan out eye-catching optimized article titles for the upcoming month. Our existing cadence includes writing a new blog article for each client each week in addition to 3-4 accompanying corresponding graphics to share to various social platforms.
Following the creation of weekly themes and topics, our clients have the opportunity to review and propose edits to the topics. Once approved, our in-house writers spend a week and a half focused on antisocial head-down writing to produce top-level content unique to each of our various clients.
Part of our content creation process includes optimizing all content produced. Most often we make use of our partnership with SEMRush. This partnership allows us to ensure that our content includes relevant keywords and that readability and tone of voice are properly optimized. Our goal in all production is to write for humans and optimize for bots.
Once blog posts are written and corresponding graphics are created, our clients have the opportunity to review their content again before it’s published. After content is approved, our team publishes directly to our clients’ sites in addition to partnering with our social media team to share content to Facebook, LinkedIn, and Quora.
Yet another aspect of our unique team at Digital Storyteller is our in-house graphic designer. The bonus of having an in-house designer is an exceptional and professional creative eye on all content produced. This includes not only social graphics, but also custom site updates, personal assets, and brand assets.
The addition of a graphic designer to our team takes our content production to a new level. We collaborate on projects such as designing one-of-a-kind email headers and footers, planning out Instagram grid layouts, designing personalized mailers and business cards, among others.
The level of professionalism achieved by the work of a graphic designer is unmet by any other standards. Additionally, the flexibility in the creative mind of a designer meets expectations previously unknown by clients. Many projects within visual asset development may be such that they were previously never even dreamed imaginable.
Your sales flow is different than anyone else’s… or is it. At Digital Storyteller we know that the journey from casual visitor to the client and from there to raving acolyte has certain steps that an outsourced digital marketing team can facilitate.
Step 1: Email workflows for people who don’t already know you. Think email is a thing of the past? Think again. Of all channels, email marketing still has the clearest ROI. The cost is minimal and – while the work to set up a great workflow is substantial – it is not as expensive as paid search ads.
These workflows have to get the potential client’s attention, entice them with what you do, and invite them to take action. Building a great email workflow takes research into your target demographic’s real-world problems, a willingness to give away something that may benefit them, and a steady cadence on clear calls to action, downloadable assets, and information that tells them who you are without driving them away.
Step 2: Client nurture workflows. Your clients already love you, but do they know what you do – all of it? Client nurture workflows are a great way to provide salespeople with the tools for the upsell while also providing your cherished clients with assets you know they need.
Cash flow forecaster? Check! Business Culture assessment worksheet? Check! You know your clients’ needs, we help you meet them where they are and then share more about other ways your company can help them.
Step 3: Custom emails for sales team members to send based on specific triggers. Are you writing the same email over and over? That’s a waste of time. Our team works directly with the sales team to create the kinds of emails you know you’re going to have to send and have them at the ready for the sales team to modify and pop off to the prospect. Needs list? Check! Onepager? Check!
Step 4: Collateral. As a salesperson, you need well-designed, eloquently-worded content you can share with prospects. The Digital Storyteller team creates beautiful, downloadable (and print) assets to support the sales cycle. We can create a gated portal for your sales team to access a library of assets ready to be sent off at a moment’s notice.
Organic marketing works like an intertwined web of teamwork. Without content, social media optimization can’t thrive. But without social media, the content will sit stagnantly and draw few eyes. Additionally, once leads are created, something must be done with them. Thus lead generation from content and social media efforts is nothing without email marketing outreach and follow-up.
If your business is interested in pursuing organic marketing efforts, Digital Storyteller may be just the partnership you need. Organic marketing demands several various specialties that are likely challenging to juggle by one single person. Outsourcing your marketing strategy is likely the best option to combine the best of all worlds into the most successful outcome for your business.
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