Monitoring eCommerce marketing isn’t just about running paid ads on Google Shopping or Facebook. To grow consistently in the long run, your brand needs to build frequent engagement with your audience. And that’s when organic marketing tactics come into play. Organic marketing is the ultimate “weapon” to naturally attract and engage customers to your brand, while still keeping you on a budget.
In this post, we’ll go over what organic marketing is and how to apply organic marketing strategies to e-commerce stores effectively.
The Power of Organic Marketing
Organic marketing is a natural, value-based marketing strategy that aims to generate traffic and raise your brand awareness over time. It’s the tactics that are opposed to and more cost-effective than paid approaches.
Ideally, organic marketing brings out the long-term outcomes that paid marketing cannot.
- Define Brand Authority
Organic marketing, if implemented successfully, can push you to the top of your sector. Since you frequently post expert-type content that prepares your customers with lots of valuable insights, customers will come back to you every time they need.
This “natural” strategy also helps you to spread the word about your company, its products and services, and what distinguishes you in your market. Furthermore, organic marketing enables your customers to have several interactions with your brand before they make a purchase.
- Permanent traffic and close engagement with customers
A great organic marketing strategy, combined with an effective relationship funnel, may assist in increasing traffic and converting cold leads—people at the top of a marketing funnel who are still learning about your brand. Organic traffic can attract customers who would not have visited your website otherwise and who require a little persuasion before making a purchase. It is the frequent expert content that allures traffic coming to your site over and over again. The more relevant your content is to the reader, the more likely they are to continue reading it and form a lasting relationship with your brand.
Organic Marketing Tactics
The basic process:
- Know and analyze your customer
The basis when crafting any form of marketing is deeply understanding your customer persona. This is the most critical step before executing any form of best practice or marketing campaign. A customer persona will let you know your customer’s hobbies, the channels that they frequently use, their pain points, and their motivation. This insight will help in producing the content your audience enjoys and the messaging that will compel them to act.
- Select distribution channels
Now you need to balance between the engaging channels of your customer and your internal resources. Will your team be able to actively manage those channels? How can organic traffic be obtained through the channels? And which channels are best for organic marketing? Sort out your best choices and start planning suitable content for each.
>> Explore Organic Marketing channels below.
- Create content
Content for each channel should be delivered and written differently. In addition, when you produce your content, make sure that most of it is evergreen. Evergreen topics are always relevant and “new” for readers. It has the potential to last indefinitely.
After all, organic marketing is concerned with the long term, so an article on current events is unlikely to contribute to your long-term traffic goals.
- Observe and optimize content
Once you’ve published your content, take your time reading and converting the numbers in Analytics. Observe your audience’s reaction to your organic content. Identify your most-liked and least-liked topics and ways of displaying content.
One of the most important things is to identify the best times to post. Knowing this statistic well can help you gain more engagement at peak times when your audiences are more likely to interact.
- Evaluate and continue to improve
The optimal time may differ over time since customer behavior is constantly changing. So, don’t stop analyzing and adapting to new changes to perfect your Organic Marketing strategy.
Organic Marketing Channels:
1. Blog posts and SEO
Source: teeinblue.com
The goal of blogging and SEO for organic marketing is to help your site rank higher on search engines and attract mass traffic coming to your store site.
Normally, when talking about search engine, people usually mention Google. That’s quite understandable because Google holds more than 95% of the search engine market. They’re dominant in the search market. But, there are other search engines that you should pay attention to, to increase your visibility – like Bing or DuckDuckGo.
To ensure that you rank high for essential keywords in your niche, you should concentrate on:
- Research your keywords wisely and carefully. Make use of some keyword tools like Semrush and Ahrefs.
- Your website address. It should be relevant, precise, and condensed.
- Your keyword density, meta tags, headings, alt tags, and images.
- Using Google Analytics and Google Search Console to evaluate SEO performance.
By frequently tracking your SEO performance, you may get a complete picture of where you need to enhance your site. You’ll constantly need to modify and improve your SEO strategies.
2. Social media
The four most commonly used social channels for e-commerce stores are
You don’t need to use all of those for your organic marketing strategy. As we mentioned earlier, choose the best platform for your business and nurture it.
Social media marketing is a vital component of boosting your web traffic because it allows you to directly communicate with your clients.
Social media marketing is a powerful component of driving online traffic because it allows you to directly engage with your customers. Your social media network will expand into a community over time and become a place for customers to ask questions, find new products, understand your brand messaging, and so much more.
You’ll observe a solid trend of growth if you know how to interact with your audience successfully.
If you need content inspiration, take a look at bloggers and influencers or your competitors who are writing about your product niche. Looking at high-performing content will give you an idea of how to manage your brand and content in the social media context.
Optimal Print is a great example of good social media marketing on Instagram.
3. Video
According to Cisco, videos will account for more than 82% of total consumer web traffic by 2022. YouTube is already the world’s second most popular search engine and one of the top platforms for videos.
With the advent of the internet, we’ve seen the emergence of Tiktok in large numbers, recently. It’s considered the most popular video network for GenZ and the millennial generation. Adapting to this new trend, many e-commerce businesses have launched their accounts and promoted their brand on Tiktok.
Source: Customcat tiktok
You don’t need to arm up with professional gear to make a video. Many mobile phones can generate high-quality videos now. Focus on producing video content that can resonate with your targeted audience.
Just like when you create content for blogs, remember that your video content should be useful and contain engaging elements for your audience. Moreover, make sure your videos are easily searchable. Hence, you’ll need a clear SEO strategy for your videos as well.
Another popular form of video that you should consider implementing in your organic marketing strategy is Livestream. Live video humanizes brands and creates a more exclusive experience. It brings out more intimate and engaging feelings since it allows two-way interaction. The interesting thing is that you can now broadcast on numerous social media networks from the same video source.
4. Email
Another organic marketing approach to generate traffic to your store is using email newsletters to connect with your customers.
“Shopify data shows that email as a channel had the highest average order conversion rate during Black Friday Cyber Monday.” – Shopify, 2022
In order to build an email list, you should leave an option for customers to subscribe to your newsletter. Usually, this information can be put in a popup or in the footer section.
Next, you’ll need to come up with a newsletter workflow and email content.
- Start with a welcome email series
- Send promotional sales and discounts to loyal customers
- Announce new product launch
- Cross-sell, up-sell email
Don’t overlook the importance of email marketing; it may significantly improve your e-commerce conversion rates and, eventually, help you grow your business.
Here are a few samples of effective email marketing.
Source: Sephora
Source: Bonobos
Source: Really Good mails
What you should keep in mind when conducting Organic Marketing strategy
Organic marketing is a long-term strategy; results won’t happen overnight. You and your team need to put in lots of effort and patience to build a consistent organic strategy. “Hard work pays off.” High-quality content will definitely attract massive attention and online traffic. Keep in mind that organic marketing is the best way to maintain a healthy business in the long run. So, let’s leverage your organic marketing strategy today!
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