Organic Marketing…Inch By Inch
The web doesn’t mark the death of the campaign. You can do things that create buzz more effectively than ever (and track everything). That still matters. What is different and perhaps even more important now is the stuff in between. Incremental content, connections, links and contributions matter a lot. In aggregate that’s how you grow.
If you want to win in organic marketing, you need to have consistency down with a mix of effective tactics before anything else. Skipping ahead to create big, larger than life plays will produce fleeting results if you aren’t also moving forward inch by inch.
Get agile, get motivated and build a team organized around execution. And while executing – if you are overthinking it, you’re doing it wrong. It will feel forced and unnatural. Plus you’ll never keep pace with the not necessarily increasing, but steady amount of time it takes to build up organic returns.
Worth your effort? Of course: inbound traffic generated through organic efforts is the highest volume, quality and most sustainable. Even if your niche is small you can dip into complementary and supplementary categories to keep growing the right KPIs. Can’t talk about your industry? Is your category boring? Nothing says you can’t get creative and talk about other things your market is interested in and pull them to you. There aren’t many excuses to not engage in organic marketing except for laziness.
Small wins are the new big wins. Having a strategy that takes advantage of them contributes to the overall trend up.
Many marketers still think everything they do has to be perfect, but I would take consistency over perfection any day.
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