Organic promotions are the promotions an organization does not pay for. It is the result of a user’s search query or his social media interactions. There are two types of promotions in general – organic and paid. As the name suggests, a paid promotion is the opposite of an organic promotion as it is an advertisement that the company is required to pay for.
Organizations are always in search of the best approach to promote their products and services through digital marketing. A decade ago, when organizations were still in the early stages of dabbling with digital advertising, it meant banner ads, spam emails and other forms of advertising. However, these were just precursors to the current forms we see today. Brands realised that the potential of digital can be explored by building value and credibility. A great strategy requires a good share of organic reach. Thus, the organizations shifted their focus from the earlier paid forms of advertising to creating quality content and then promoting it through various modes of promotion.
The organizations of today have risen up to digital marketing and understand that content quality is a must for generating a genuine interest in the brand. However, with increase in digital traffic and competition, the terrain has become more slippery than ever. The customers have been exposed to a variety of promotional tools on the internet and have become immune to the presence of most of them. The brands of today cannot rely on paid display ads or marketing emails to drive home their message. Therefore, it has become crucial for them to have a genuine and organic presence into the lives of their intended audience. There in comes the need of organic promotion.
Organic promotion requires brands to follow the rules of SEO or search engine optimization. SEO is the method of making content attractive to search engines so that it can appear higher up in the search results. Brands are very particular about their keyword placements, inbound link quality, headline length and its quality, website navigation, load times, directory submissions etc.
Brands focus on creating visibility on social media channels. For example, use of hash tags on Instagram and Twitter make it possible for a brand to appear in search results of users searching for relevant content. Influencer marketing is another way to create a credible form of brand engagement. Famous online bloggers like cookery show hosts, lifestyle and fashion bloggers etc. have a strong connect with their followers. There are millions of people who watch their videos and read their content every single day. Companies promote their brand via these influencers to create a lasting impact on a relevant target base.
The catch is that in today’s digital diaspora all brands understand the basic rules and adhere to them. Therefore, the brands that succeed have a consistent message across all mediums. Offline promotion is still all-pervasive and strong across all segments of audiences. Brands need to merge the world of online with the offline world for organic campaigns to succeed. The customer lives in both real and virtual worlds in parallel and organic promotion should be fluid enough to move across all customer touch points, re-emphasizing the same message consistently. Many brands promote their social media “#” tag in their offline campaigns like print and television. For example, the handset brand Oppo is promoting a keyword “big game big cashback” in their TVCs. This is an organic campaign that spreads through customer engagement.
There are many significant benefits to a campaign like Oppo’s “big game big cashback”. SEO through offline media does not need to be in a place with internet. It just needs to happen in a place with the right target audience who can later access your website. A small business can distribute paper fliers in a mall with its hashtag or its website link. All this helps promote organic traffic to the website and leads to an improvement in search rankings of the business. Since its user generated it continues long after the campaign ends. It obviously has a better Cost Per Acquisition (CPA) than paid and social media campaigns. However, since its user generated, an organization cannot control the rankings on Google search unlike paid campaigns. Secondly, a competitor can easily hijack the keywords and use it smartly to get traffic on their own website through paid campaigns.
Organic promotions through offline media leverage the reach of offline media and extend it to the online properties of a brand. It is a must for a brand to incorporate such campaigns in its digital promotions. With time and experience, a brand can create a great brand connect and reach through it.
Our goal is to reduce the rising skill gap and make digital marketers which can assist brands and businesses drive exponential growth. Learn Digital Marketing Courses From The Digital Sandbox (TDSB)