Every business wants to grow and succeed which is why most companies have plans for quick wins and long-term goals. One of the best ways to achieve success in both areas is to focus on organic growth and use applicable tactics in one’s marketing strategies.
Businesses typically use a combination of organic and inorganic growth strategies to fuel their expansion. Inorganic growth strategies, such as acquiring another company, can be used to quickly enter new markets or gain access to new technologies.
However, organic growth strategies like content generation are often more sustainable in the long term and can help businesses build a more loyal customer base.
There are ten keys to understanding organic growth in marketing. Let’s explore them so you can have a better understanding of what organic growth marketing is. We’ll also show you how to use them to drive sustainable growth for your business.
What Is Organic Growth?
Organic growth in business is defined as increasing sales and productivity through the company’s internal efforts. Organic growth does not include merging and acquiring new businesses, nor does it include growth-related activities outside business operations.
To achieve organic growth, you need to have a thorough understanding of your customers, your product, and your market. You need to know what drives them and what their needs and wants are. Only then can you start to develop a marketing strategy that will attract and retain customers.
What Are Organic Growth Strategies?
When choosing which organic growth strategy to pursue, businesses need to consider a variety of factors such as their industry, financial situation, and goals.
Pursuing organic growth strategies can be a risky undertaking, but it can also lead to greater rewards in the long run. Here are three organic growth marketing strategies companies can use.
- Continual optimization of marketing activities (pricing, marketing, advertising)
- Reallocation of funds (focus on strategies that produce higher return on investment)
- Development of new models for operational improvements or the creation of new products or services
What Is Organic Marketing?
Organic marketing is growing a company through existing customers and new user acquisition without using paid marketing channels. It relies on using a company’s own marketing strategies using social media and search engine optimization (SEO).
It relies on a company’s continual optimization of their marketing strategies. The process generally starts with a focus on product/market fit. It then expands to a flywheel of growth through virality, user acquisition, and engagement.
What Is Organic Growth in Marketing?
Organic growth marketing is the process of driving sustainable growth for a company through existing channels and resources. It is a marketing strategy that focuses on getting the most out of your current situation.
As the world of marketing changes, so must the way we think about organic growth marketing. To succeed, businesses can employ the following approaches for organic growth marketing:
1. Identify your core user.
Any business that wants to see organic growth marketing must first identify its core user. This is the target customer that is most likely to use and recommend your product or service to others. Once you have identified your core user, you can then create marketing campaigns and messages that are tailored to this group. This will help you attract more target customers and experience organic growth for your business.
2. Build a product that delights.
The key to successful organic growth marketing is to build a product that delights users. Remember, it’s easier (and cheaper) to keep a customer than it is to acquire a new one. So, if you want your product to grow organically, you need to focus on making it the best it can be.
Of course, you can’t please everyone all the time. But if you can make a product that most people love, you’ll be well on your way to organic growth. To make your product easy to love, make it easy to use, useful, visually appealing, and engaging.
3. Get creative with your marketing.
Organic growth marketing is about creating a marketing strategy that feels natural to your audience and helps you build long-term relationships with your customers.
Some ideas for organic growth marketing include creating informative blog posts, developing helpful resources, building an engaged social media following, and creating valuable email content. If you want to see organic growth for your business, get creative with your marketing and put your audience first.
4. Lead generation is vital.
Lead generation means finding new potential customers or clients that might generate revenue for your business. Lead generation is a vital part of organic growth marketing because you are using your own resources to reach new customers who might become new advocates for your brand.
5. Focus on customer retention.
There are two main ways to grow a business: acquiring new customers and retaining existing ones. While it’s obviously important to do both, most businesses tend to focus more on acquisition than retention.
It’s generally easier and less expensive to attract new customers than it is to keep existing ones. Businesses with high retention rates have more word-of-mouth marketing which can lead to organic growth.
6. Create advocates.
Leveraging brand advocates is a great way to fuel organic marketing. Advocates are customers who are so satisfied with your products or services that they’re willing to spread the word to their friends and family.
There are a few key things you can do to create advocates from your customer base. First, make sure you’re providing an exceptional customer experience. This will give your customers a positive association with your brand and make them more likely to recommend you to others.
Second, keep your customers informed and engaged by sending them updates, special offers, and other relevant information. This will make them feel like they’re part of your community and will make it more likely that they’ll stick with you over the long run.
7. Make it easy to share your marketing content.
Your marketing strategy should always include content that is easy to share. This is especially important if you are looking for organic growth.
When your content is easy to share, it increases the likelihood that people will share it. The more people share your content, the more exposure your brand will get.
These are some ways to make your content more shareable:
- Write compelling headlines that make people want to click.
- Use images, infographics, and videos to add visual interest.
- Keep your copy short and to the point.
- Write about topics that are timely and relevant to your audience.
- Include a call to action in your content so people know what to do next.
8. Go global.
With the rise of globalization, businesses are now able to reach a wider audience. If you want your business to grow organically, it’s important to expand your marketing to a global scale.
There are a few things to keep in mind when expanding your marketing reach. First, make sure your marketing materials are available in multiple languages so that everyone can understand them.
Second, be aware of cultural differences. What works in one culture might not work in another so it’s important to tailor your messages for each market.
9. Test and improve your products.
Test and improve your products for organic growth, especially when you’re starting out since you don’t have a lot of data to work with yet.
This will help you figure out what works and what doesn’t so you can focus your efforts on the right activities.
Testing and creating new versions take time and effort but it’s necessary for real, sustainable growth.
10. Be data-driven.
Your marketing team is expected to deliver growth which isn’t always easy or predictable. Sometimes, you have to be strategic and data-driven in marketing to see real results.
By being strategic and collecting data along the way, you can make more informed decisions about your marketing campaigns and see better results.
Here are a few tips to help you get started with data-driven growth marketing:
- Collect data at every stage of the customer journey.
- Analyze your data to identify trends and patterns.
- Use your data to improve your marketing strategy.
- Test and optimize your campaigns for better results.
Examples of Organic Growth in Marketing
One of the best examples of organic growth marketing is viral marketing. It relies on customers who are willing to share a company’s message with their friends and followers.
Viral marketing can be achieved through different channels but social media is often the main platform where businesses can create sharable content that could become viral. For many companies, TikTok, Facebook, and Instagram are the main tools for creating sharable content.
Example #1: E.L.F. Cosmetics
One example of a company that has used organic growth marketing to great effect is E.L.F. Cosmetics. The company used TikTok to promote a new cosmetic line targeting Gen Z users with a hashtag and a new song created specifically for their campaign.
More than 2.8 million TikTok users made videos using the company’s hashtag and shared it with their network, making the marketing campaign one of the most successful TikTok campaigns of all time.
Example #2: Amazon’s Brand Awareness Strategy
Amazon is one of the world’s largest online retailers and a great example when it comes to organic marketing techniques.
It uses SEO to rank highly for key search terms related to its products. Amazon has a large social media following and they use this to engage with potential customers and promote their products.
Amazon also creates a lot of informative and marketing content to help educate potential customers about its products and services.
Achieve Business Growth Steadily and Surely
If you’re after long-term business success, you’ll need to rely on organic growth. Use a marketing strategy that resonates with your target market and advocates and you’ll see your business grow steadily.
Contact us at Kala Agency so we can help your business reach the kind of success and growth you’ve always dreamed about!