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Organic Marketing: Metrics to Watch

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Good digital marketing isn’t easy, but no matter what approach you take to it, all marketing involves one key goal: attracting and maintaining brand awareness. 

It’s all about identifying your target audience and devising marketing campaigns that speak to them effectively. 

There are a lot of ways to do this, and many of which cost money. Not all of them do, though, such as the strategy of engaging in organic marketing. 

Organic marketing can be a tricky thing to navigate, but if you are able to master it, you’ll find it’s one of the most cost-efficient—and effective—ways to draw attention to your brand. 

But what is organic marketing, and what are some ways in which you can capitalize on it? 

What is Organic Marketing?

When you build a marketing campaign, there are multiple kinds of strategies you can use. Those strategies are high-level recommendations for actions you can take to promote your campaign. 

Each strategy is supported by tactics. These tactics are concrete steps you can take to accomplish your marketing mission—for example, crafting a specific kind of content. 

Some of these marketing tactics involve paid ads or some other kinds of sponsored posts. This can be anything from social media ads to billboards to print or TV spots. 

Not all marketing is paid for, however. The opposite of paid marketing is known as organic marketing.

Organic marketing represents any marketing efforts you take that aren’t specifically sponsored. For example, posting a single tweet—without promoting it—would be a form of organic marketing. 

The Benefits of Organic Marketing

There’s one patently obvious benefit of organic digital marketing and that’s the value you get for your investment.  

Of course, that’s not to say there aren’t indirect investments involved in organic marketing—you’ll be dedicating time and resources to crafting content in support of it. But unlike paid advertising, it doesn’t cost you anything. 

That’s not the only benefit. 

Organic marketing helps you understand which parts of your marketing machine are connecting with your audience. When you’re able to create content that resonates with people in a way that doesn’t require as much of a financial investment, you know your marketing is doing something right. 

Rather than relying on advertising dollars, organic marketing relies on the content itself and word-of-mouth marketing to build content that one could describe as “sticky.” It has a lasting effect on people, driving them to share it with others. 

How to Build a Consistent Stream of Organic Traffic

There are multiple organic marketing strategies that you can use to help support organic traffic in your marketing campaign.

Some of those include: 

  • Social media campaigns
  • Attracting interest via your website
  • Harnessing the power of search engine optimization

Social media campaigns

A well-written and carefully planned social media post has the potential to attract thousands of eyeballs to your brand. 

Having a high-quality post go viral has the same effect as a paid campaign—for a much lower cost. 

A piece of content that engages your audience—whether it’s a Tweet, LinkedIn post, or stunning image captured on Instagram—has the chance to spread far and wide depending on how much it resonates. 

This has the potential to attract new attention to your social media accounts and, more importantly, new customers. 

Attracting interest via your website

Your website can serve as more than just your online business card. It can demonstrate your ability to help your potential customers while at the same time building an emotional connection with your readers. 

There are numerous ways you can use your website to build organic reach (more on that in a minute), but having organic content (and quality content) posted there can do a lot to build brand awareness. 

Harnessing the power of search engine optimization

Whether it’s via your website or social media channels, search engine optimization (SEO) is one of the key drivers of organic traffic. By knowing what search engine results your audience is looking for, you can use this information to include these keywords within your content. 

Examples of Organic Marketing Tactics

The strategies outlined above are only the beginning of what you can do to tap into organic marketing efforts. The type of content that you develop will depend on your specific industry or campaign, but the ideas listed below are a good start for just about anyone. 

Here are some organic marketing tactics you can use to foster better customer engagement: 

  • Blog content
  • Social media content
  • Podcasts
  • White papers

Blog content 

Creating engaging, thought-provoking blog content is one way to organically attract a wider audience to your website. A blog allows you to position yourself as a thought leader in your industry. 

By interweaving targeted keywords within your content, you ensure you’ll capture the attention of people looking for the solution you offer. The more website traffic you have from the right audience, the better your chances of having genuine engagement that leads to a lasting relationship between the brand and the reader. 

There are multiple ways a blog can organically increase awareness of your product, service, or goal. Along with SEO purposes, you can also insert backlinks into your blog content. 

Backlinks are links to your old blog posts that are related to the current one. Doing this is a powerful tool. 

For one thing, it shows that this isn’t your first rodeo. You’ve already developed content in the past that speaks to your reader. 

Secondly, if those older posts were high-quality but lacked engagement, they can use a high-engagement post to draw new attention to them. It gives them a second life. 

There’s no limit to the ways a blog can increase your organic marketing efforts. 

Social media content

Your social networks have a built-in audience—people who have followed you and are already interested in your brand. That’s why leveraging these social platforms to push out content sure to stick with that audience—and hopefully others beyond that—is a great idea. 

Inserting the right hashtag can increase the number of people who see your post, ensuring the right audience is being exposed to your content. 

Podcasts

Similar to a blog, a podcast gives you the opportunity to not just speak to your audience, but to build a new one by sharing value-laden content showcasing your expertise. 

Where it differs from a blog is that it appeals to your audience members who prefer an auditory experience. 

The format of podcasting continues to grow in popularity by the minute. According to research, one-third of Americans listen to a podcast on a daily basis. 

A well-produced, interesting podcast has the potential to be shared countless times, increasing brand awareness in a fun, consumable format. 

White papers

Think of white papers as much longer, more in-depth blog posts. White papers are documents that feature research, statistics, and other evidence backing up a central thesis. 

White papers don’t have the viral potential of a social media post or podcast episode. But for customers who are in the research stage of their journey, seeking out more information, reading white papers can be a great way to connect with a brand. 

Organic Marketing Metrics to Watch

So now that you understand what type of organic marketing tactics to use, what organic metrics should you keep an eye on? 

Below are a few key performance indicators (KPIs) you can track to evaluate how your organic marketing efforts are doing: 

  • Call-to-action clicks on a blog post. Your call-to-action (CTA) should come at the end of your blog post and provide an opportunity to engage. Looking at your website metrics to see how many people took this action will help you understand how successfully the content is performing. 
  • Social media engagement metrics. Likes, impressions, views of videos, retweets, and shares are all useful in determining how successful a social media post is. Do keep in mind that these aren’t always the the final word of engagement metrics; they don’t tell the whole story, just a part of it. 
  • Content downloads. If you’ve got a downloadable piece of content like a podcast, knowing how many people downloaded it is helpful. You’ll also want to look at other deeper level metrics like time spent listening, and these types of metrics are available on platforms where you post materials (i.e. Apple Podcasts for podcasting). 

What you really want to look for with organic marketing content metrics is shareability. How many people have shared and viewed it?

This tells you how engaging the content is and while it is not the only set of metrics you’ll want to look at, it’s great at helping you understand just how effective your organic marketing metrics are performing. 

Are you looking to improve how you measure your organic marketing efforts—or better yet, build organic marketing content that’s sure to help your metrics increase? Having one platform to develop, manage, and track all of your marketing efforts is one of the best ways to do that. 

The best platform for that is Welcome

Welcome offers a full suite of marketing services ready to assist you and your team as you build organic marketing campaigns that appeal to the right people at the right time. We’ll help you stay on target while getting the most out of your organic marketing approach. 

Interested to hear more? Reach out for a demo today!



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ActionIQ rebrands and launches CX Hub

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ActionIQ rebrands and launches CX Hub


Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.

After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.

The modules. CX Hub is comprised of four solutions:

  • Customer data platform.
  • Audience center.
  • Journey management.
  • Real-time CX.

The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.


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Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.

ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.

Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.

Read next: Deep changes in the CDP space


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update


Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Are you still using spreadsheets to manage your work? Take our poll

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Are you still using spreadsheets to manage your work? Take our poll


Earlier this year, revenue orchestration platform LeanData released a report suggesting that lead management remains a “heavily manual” process. Based on a survey of more than 1,700 sales, marketing and operations professionals, the results showed that, despite all the talk of digital transformation, the number two challenge for revenue teams was too many manual processes and not enough automation (the number one challenge was insufficient pipeline).

LeanData, which partnered with Sales Hacker, Outreach and Heinz Marketing in conducting the survey, is interested in that result, of course, because lead management is precisely the process they offer to automate. We were struck by the contrast with Scott Brinker’s recent statement that we are arriving at a post-digital-transformation era: “(C)ompanies are no longer planning to become ‘digital.’ They are digital.”

And then we got the results of our 2022 MarTech Career and Salary Survey. Among the surprising nuggets to be mined from our findings was that 77% of respondents identify spreadsheets as the tool they spend most time (10 or more hours a week) working with. That doesn’t mean that spreadsheets are a marketer’s most important tool, but it does suggest that manual processes remain a key part of daily life for marketing managers and staff.

We wanted to extend the opportunity to all our readers — B2B, B2C, agencies — to give us a reality check on spreadsheet use. MarTech is marketing, we like to say, and certainly today’s marketing is fundamentally data-driven and digital. But is it too soon to say that marketers are working in a digital and largely automated environment?

Download the 2022 MarTech Career and Salary Survey here


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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