Why organic digital marketing has surged during COVID (and why it’s crucial for your B2B business right now)

Digital marketing has been a part of most businesses ’ brand awareness and outreach strategy for years now. With the changes in the ways we all communicate necessitated by COVID, companies have had to pivot their outreach prospecting and networking strategies away from in-person and onto digital. Therefore, because of this shift, businesses who had a cursory online presence are now stepping back and reexamining their marketing budget to incorporate more aggressive strategies to drive leads digitally. 

What is included in organic marketing?

A brief overview of marketing options: 

As a business reaching out to other businesses your digital marketing options are as follows: 

Paid: 

Google Ads, Adroll or Bing Ads, Display, Search, and Video Ads.  

PR placements (PR Newswire)

Paid podcast guest appearances

Earned: 

Likes, comments, shares on social

Follows on Social

Endorsements

Articles that online publications choose to write about your company highlighting your innovation or unique approach. 

Owned: 

Blog posts optimized for SEO

Website (optimized) 

Landing Pages

Email campaigns

Social posts

Articles you write for other publications or industry blogs

Organic Digital Marketing

Organic marketing can move the needle for your business in a way that is cost-effective and will bring in more traffic. For organic owned marketing to be the most effective a consistent brand voice that builds trust and reinforces expectations should be implemented. Furthermore, regular posting on social platforms and actively building engagement through strategic connection, comments, and engagement must be part of your strategy. 

Make no mistake… you get what you pay for with organic marketing.  There are options to outsource articles to other countries.  And in those cases, businesses often receive duplicate content written in a generic style that doesn’t share anything unique about your brand.  Is it less expensive than having an in-house marketing content writer or hiring a US-based agency… yes.  Will you get what you want from the effort.  Possibly.  It depends on what you want.  

For most brands, building an authentic relationship with their ideal client is an important part of an aggressive SEO strategy.  At Digital Storyteller, we combine brand voice-aligned copy with SEO.

Why use Organic Marketing?

By creating a digital marketing plan that involves creating content marketing on social media and other platforms for your products or services, you drive more traffic to your website and therefore, will bring in more potential customers. Organic traffic brings in those visitors who are interested in your business.

Organic marketing builds trust with your clients, builds brand awareness, and supports your referral partners.  After searching in google for an answer to your question, do you click on the first 2-3 ads it gives you at the top, or do you scroll past the ads for the most relevant information that populates?

 Only 2% of paid ads actually receive clicks, whereas the organic results receive 20 times more clicks to their site.

Therefore, Your customers want to see the real, authentic information that you are sharing. It takes time to rank on google without paid ads, but the value of organic results cannot be overstated. 

Overall, organic marketing is going to help you in the long haul. You will be able to create and retain lasting relationships with your customers or clients. It takes time to grow organically, but this is a crucial part of your marketing strategy if you want to see substantial traffic to your business and gain marketing paying customers.