In marketing, the term “organic” often arises in conversations regarding allocating resources. So what is “organic” in marketing and advertising? It can either be used to distinguish “owned” marketing assets from paid (such as an organic search result vs. a paid cost-per-click search ad) or, when followed by the word “marketing,” can refer to marketing that happens as a result of simply being in business.

Keep reading to learn about organic marketing, how it differs from paid marketing, what the specific advantages and disadvantages are to it, and how popular brands like Glossier harnessed the power of organic to drive tangible results.

What is Organic Marketing?

Organic marketing is a type of marketing that focuses on creating content that will naturally attract and engage an audience without the use of paid promotion. This content can take several forms, including blog posts, social media updates, videos, etcetera. The main objectives of organic marketing are to build brand awareness, increase website traffic, and ultimately drive conversions… without the need for costly ad spend!

Organic traffic is another term often mentioned when discussing organic marketing. Organic traffic refers to the traffic that comes to a website through non-paid channels, such as search engine optimization (SEO), social media, or referral traffic. While organic traffic is an important metric for website success, it does not necessarily mean the same thing as organic advertising.

Organic Marketing vs Paid Marketing

Organic marketing differs from paid marketing in that it does not involve the use of paid promotion, such as pay-per-click ads or sponsored social media posts. With paid media, businesses create ads and pay a specific platform to strategically display them to users based on their personal information, browsing habits, and preferences. This allows for extremely precise targeting, enabling brands to reach specific demographics and interests. Organic marketing, on the other hand, relies solely on the creation of compelling content that resonates with the target audience and encourages them to share it with their own followers.

Organic Marketing Advantages

For advertisers and chief marketing officers, organic marketing is important to understand because it provides a cost-effective way for them to boost brand visibility and drive conversions. By creating engaging content that resonates with the values of the target, brands can develop a loyal following and increase their reach over time. Organic advertising can also be a powerful complement to paid advertising efforts, as it can help to amplify the impact of paid campaigns.

The key advantage of organic marketing is its ability to generate trust and credibility with audiences in a cost-free manor. When brands create valuable organic content that resonates with their audience, it can feel less “promotional” and more authentic, fostering a sense of community with their followers. This type of relationship benefits the brand by providing increased engagement, higher conversion rates, and more effective customer retention than surface level consumer-brand relationships.

Organic Marketing Disadvantages

Organic marketing, while cost-effective and authentic, has several disadvantages. One major drawback is the significant time and effort required to establish and maintain a strong organic presence. Unlike paid campaigns that can produce immediate results, organic strategies often take months or even years to show significant outcomes and gain traction. Another challenge is limited reach and visibility, particularly when competing against paid marketing efforts. Algorithms and the crowded digital landscape can restrict the exposure of organic content. Furthermore, organic marketing lacks the precise targeting and measurability of paid campaigns, making it difficult to track specific metrics and ROI, which can hinder the optimization of strategies.

Implementing an Organic Marketing Strategy

Now let’s talk about how you can implement organic marketing into your marketing strategy. There are a 5 steps we recommend you take to harness the power of organic marketing, reducing your ad spend and maximizing efficiency for your business:

1. Identifying the Target Audience: This is the first step in any organic marketing strategy, and it involves having a clear understanding of who your potential customers are, what their needs are, preferences, and behaviors. Utilize tools like Google Analytics, social media insights, and customer surveys to gather demographic information, interests, and online behaviors. Coming up with buyer personas can help in tailoring your content and messages to resonate with your specific audience segments.
2. Creating Valuable and Relevant Content: Content is at the heart of organic marketing. To engage your audience, you must focus on creating content that is unique, innovative, and addresses their pain points, interests, and questions. This could be anything from blog posts and articles to infographics and videos, and other forms of content. Use keyword research tools like Ahrefs or SEMrush to identify high-traffic keywords and incorporate them naturally into your content. Your number 1 goal here should be to provide information to your audience that they find useful and shareable, thus increasing your reach organically.
3. Leveraging Social Media Platforms: Social media platforms are key for distributing your content and engaging with your audience organically. Each platform has its own unique user base and content preferences. Identify the platforms that your target audience uses most and tailor content to them. For example, Instagram is often used for visual content, while LinkedIn is used for professional articles and Twitter for timely updates. Furthermore, you should focus on engaging with your audience by responding to comments.
4. Optimizing for Search Engines: Search engine optimization (SEO) ensures that your content is easily discoverable by search engines like Google. On-page SEO tactics include using relevant keywords, optimizing meta descriptions, and ensuring your site has a user-friendly structure. Off-page SEO practices such as earning backlinks from reputable sites can also boost your search rankings. Regularly update your content to keep it fresh and relevant, and use tools like Google Search Console to monitor your site’s performance and identify areas for improvement.
5. Measuring and Analyzing Results: To understand how effective your organic marketing efforts are, you must first measure and evaluate campaign results. Use tools like Google Analytics to track metrics like website traffic, engagement rates, conversion rates, and bounce rates. Set goals and KPIs (Key Performance Indicators) to measure success against your objectives. Regularly review your analytics to understand what is working and what isn’t, so you can adjust your strategy accordingly for better results.

By following these 5 steps, you can harness the power of organic marketing to drive organic traffic and engagement free of cost… and develop loyal customer-brand relationships while you’re at it. For more specific information on how your brand can use organic marketing to take content to the next level, contact us.

Let’s now take a look at a beauty brand that systematized organic marketing output by engaging with their audience AND delivering usable content. 

Glossier’s Organic Marketing Strategy

Glossier, founded in 2014 by Emily Weiss, emerged from the beauty blog Into the Gloss. The brand rapidly gained traction for its unique focus on natural beauty and customer-centric approach. Glossier disrupted the beauty market by prioritizing skincare and minimalistic makeup products that enhanced rather than concealed natural features. The DTC brand operationalized their organic marketing strategy by finding a unique way to engage with their audience and delivering usable content that inspired followers to create their own brand-related content.

Glossier’s organic marketing strategy focuses on two things: audience engagement and user-generated content. By allowing customers to have a say in product development through feedback and direct communication through social media, Glossier has built a loyal following that trusts the brand. Glossier additionally focuses on delivering “usable” content that encourages customers to share their own experiences and product photos on social media using branded hashtags such as #Glossier and #GlossierPink, a strategy also referred to as user-generated content (UGC). Glossier then reposts follower content to their own channels, creating both an incentive for followers to post and contributing to an authentic vibe behind the brand.

User Generated Content (UGC): Why it Works

User-generated content is a trusty tool in organic marketing for marketers looking to grow their businesses organically. When potential customers see real people (as opposed to influencers) using and endorsing Glossier products, it builds their confidence in the brand’s claims and effectiveness. Let’s first take a look at some statistics that highlight the evident success of user-generated content in organic marketing efforts:

• According to ComScore, brand engagements rise by 28% when consumers are exposed to a mixture of professional marketing content and user-generated content.
• UGC-based ads get 4x higher click-through rates and a 50% drop in cost-per-click than average.
• As few as 16% of brands have a strategy regarding user-generated content.
• UGC results in 29% higher web conversions than campaigns or websites that don’t use it.

By motivating customers to share their personal stories and photos and highlighting real people through their organic marketing strategy, Glossier makes customers feel “seen” by the brand. The brand reposts user content daily on their official Instagram account and website to showcase real people using and enjoying their products:

Organic Marketing Lessons Learned from Glossier:

• Engaging with Audience: Regular interaction with followers through social media and online platforms creates a sense of community!

• Delivering “Usable” Content: Delivering usable content for followers and encouraging customers to share their own stories and experiences using branded hashtags fosters user-generated content.

Overall, while paid marketing will always have an important role in the marketing mix, organic marketing can be an effective way to build brand awareness, drive engagement, and ultimately grow your business. By creating content that is both valuable and relevant to the target audience, brands can establish a loyal following and build a strong reputation within their industry.

For organic marketing strategies tailored to your needs, contact Criterion Global International Media Buying for personalized services that drive tangible results.