Ines Nasri, CEO of WebPower USA, is an online growth specialist, global speaker and mentor.
“Should I focus on organic marketing or invest in paid ads?”
I get this question all the time from both startup founders and small businesses owners I mentor, train or help at my agency. Many of them come to me and my team with the same concern: Their websites aren’t driving the results they want to see, their social media isn’t driving any sales, etc. Despite significant investments, their sites remain invisible in search results and fail to convert visitors into customers. This lack of visibility can feel very frustrating and be a significant roadblock to growth.
Here’s why I believe starting with organic marketing is a smarter and more sustainable choice and how you can leverage it immediately to make the most out of your marketing dollars.
What is organic marketing?
Simply put, organic marketing refers to marketing strategies that attract customers without paying third parties for advertisements. Though not entirely free—you’ll need to invest your time or hire help—it focuses on building brand awareness and engagement through methods like content generation, search engine optimization and review generation. These efforts can create long-term value and build trust in your brand.
Why should you prioritize organic marketing?
There are a few reasons organic marketing is a good place to start:
It requires minimal upfront investment.
The most compelling advantage of organic marketing is its minimal upfront investment compared to paid campaigns, making it particularly appealing to small local businesses with limited budgets. The key to gaining mileage from organic traffic lies in creating quality content and optimizing existing assets. Businesses can gain long-term visibility if they do so correctly and follow SEO best practices. This is much better than fleeting paid ads that people might ignore.
It builds credibility and trust.
Trust is essential for binding businesses to their markets. Unlike paid ads, which often interrupt the user experience with pop-ups or sponsored placements, organic marketing can be less intrusive. For example, genuine customer reviews play a significant role in building trust and are as impactful as personal recommendations in reaching and connecting with local audiences.
It can lead to sustainable growth.
Paid ads typically offer short-term impact, lasting only as long as you continue paying for them. On the other hand, organic marketing, which relies on content creation, for instance, can have a lasting effect. Once established, the impact of organic content can endure over time if it is relevant and useful to your customers. For example, our clients in the lumber and jewelry industries continue to benefit from posts we created three years ago.
It helps strengthen your local presence.
For small local businesses, Google is an essential ally. Currently, most online experiences and web traffic referrals are centered on Google. If you are a restaurant owner or a towing operator, Google makes your business visible to nearby customers and even those passing through your area. Having a strong Google Business Profile (formerly GMB) presence and a site optimized for local SEO is crucial for making your business stand out in local searches.
It supports holistic strategies.
A business owner can later choose to incorporate paid ads. A strong content marketing strategy provides a solid foundation for integrating both approaches, creating a comprehensive marketing strategy that is particularly useful when scaling up.
5 Practical Tips To Succeed With Organic Marketing
As you work to ramp up your organic marketing efforts, keep these tips in mind:
Speed is key.
A slow-loading website can quickly turn users away and negatively affect your search rankings. Enhance loading times by compressing images, minimizing video sizes and enabling browser caching. Tools like Google PageSpeed Insights can be extremely useful in identifying areas for improvement. Faster websites also convert paid traffic more effectively, maximizing future ad spend returns.
Unlock the power of your Google Business Profile.
A significant portion of global traffic originates from Google Maps, making Google Business Profile optimization a cost-effective strategy for enhancing local search visibility. Claim and verify your profile, ensuring your business details are accurate. Regularly update photos, respond to reviews and answer customer questions to engage users and enhance credibility.
Harness the power of reviews.
Positive reviews matter a lot to any business because they enhance trust and influence buying decisions. Establishing a simple process to request reviews from customers, such as leaving a suggestion or sending follow-up emails with a review link, will encourage feedback. We’ve found that asking for reviews in person or over the phone is the most effective. Additionally, responding to online reviews promptly and professionally will help generate trust and demonstrate a commitment to customer satisfaction.
Get serious about content.
Quality content lays the groundwork for any successful organic marketing strategy as it enhances SEO, educates customers and establishes authority. Your content is more likely to rank in searches when they address customer pain points and industry trends. Quality content is unique, filled with firsthand experience, fluff-free and insightful. For example, a roofing company might share tips on selecting the best roofing options to prepare for the specific weather conditions in their area. To maximize their impact, they may repurpose this content for all their platforms.
Engage with professional associations and give back to your community.
Engaging with industry groups and relevant business associations boosts exposure and credibility. Community involvement further strengthens local connections and enhances brand image. Joining organizations like your local chamber of commerce, attending industry events and sharing thought leadership can elevate a business owner’s reputation and create networking opportunities. This can also provide engaging content for social media, inspire community engagement and foster goodwill.
In summary, organic marketing lays the foundation for long-term success, building trust, credibility and lasting visibility for your business. While it may require patience, strategies like optimizing for local search, leveraging Google Business Profiles and creating quality content can deliver compounding returns over time. When you’re ready to make the leap to paid campaigns, they will be much more effective if your organic marketing is already in place and working.
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