In today’s fast-paced digital world, the dynamics between consumers and brands have undergone continuous transformation. This evolution is largely driven by the ascendancy of search engines and the recent surge in user-generated content (UGC) on social media platforms. With the power of search engines and social platforms, virtually all the world’s information is readily available to users.
However, the current global landscape, marked by pandemic recovery efforts and looming economic uncertainties, is far from ideal. Advertisers remain keen on expanding their reach through paid media channels, but the diminishing returns on investment have become evident, even with increased spending compared to a year ago.
In response to these challenges, a more sustainable approach for brands is to invest in organic assets, including organic social media, and embrace initiatives geared towards long-term gains. This shift in strategy can reduce the dependency on exorbitant paid media budgets and position brands favorably for the future. In essence, consolidating your brand’s presence in the realm of organic assets is a prudent move.
While organic initiatives may not grant complete control over every Google search or every mention on social media, they provide a foundation for building a strong brand identity and earning a positive reputation. To harness the full potential of organic strategies, consider the following best practices:
1. Embrace “People Also Ask” (PAA):
To maximize the impact of your content, focus on addressing frequently asked questions online. The “People Also Ask” (PAA) section in Google search results and similar FAQs on other websites serve as excellent sources of inspiration. Crafting content that genuinely answers these questions not only draws consumers to your owned media platforms (website, blog, social media, e-commerce site) but also provides them with valuable information, fostering brand loyalty.
For example, imagine a brand specializing in summer dresses. To capture the attention of potential customers searching for “beautiful summer dresses,” the brand should explore PAA questions such as “What makes a summer dress flattering?” or “What are the latest trends in summer dresses?” Investing in content that directly addresses these questions enhances visibility on search engine results pages (SERPs).
2. Leverage the Latest Social Media Features:
Social media is a dynamic landscape that continuously evolves. Success in organic reach hinges on adaptability and experimentation. Discover what resonates best with your audience by varying factors such as post length and imagery.
With each new social media update comes an opportunity to be an early adopter, positioning your brand as one that embraces change. In the realm of organic social media, where standing out is more challenging than ever, testing and exploring evolving features like Instagram Reels and Twitter’s “Notes” can engage your audience in novel ways and expand your social reach.
3. Invest in Thought Leadership:
Thought leadership content plays a pivotal role in organic initiatives. It distinguishes your brand in the digital landscape. Establish your trustworthiness through a diverse range of thought leaders and a wealth of valuable content.
This approach becomes particularly vital during periods of high inflation. Offer your consumers and followers practical information that helps them make informed decisions regarding your products or services. Assist them in optimizing their spending, nurturing long-term relationships, and bolstering your brand’s reputation.
4. Expanding into International Markets:
For brands with a presence in multiple markets, significant opportunities await. Consider markets like Italy and the Netherlands, which offer attractive revenue per capita with manageable total audience sizes. These markets may have lower competition but higher overall spending potential. Being the first to identify untapped markets with substantial generic traffic can provide a competitive advantage.
However, expanding into international markets demands a comprehensive and adaptable content strategy. Localization is key, as each region has its unique idioms, dialects, and nuances. International content marketing requires an in-depth exploration of the brand’s business plan in each region, extending beyond standard organic tactics.
It’s important to note that these initiatives may not yield immediate returns. However, investing in long-term strategies positions brands to emerge successfully from times of financial uncertainty, as consumer spending rebounds.
In conclusion, the digital era offers boundless opportunities for brands to establish their presence and thrive organically. By adhering to these best practices, brands can fortify their organic strategies, enhance brand loyalty, and lay the foundation for enduring success in an ever-evolving digital landscape.