Organic Growth Marketing Playbook: 5 Best Strategies to Crush Your KPIs
Here’s an uncomfortable truth: We’re always looking for a quick win.
We want things to be easy, and it’s not our fault! We’re wired that way.
Our brains look for the easiest way from point A to point B.
And I believe that’s why paid marketing is often the method businesses fall back on when “nothing is working.”
The problem with paid advertising is that your sales pipeline dries up when you turn it off.
And paid channels tend to become less and less profitable over time. Organic growth marketing is the opposite: it takes longer to get an initial result but yields compounding results that build over time.
It’s an investment of time, money, and effort.
But, as our Growth Leader Kevin Barber says, “If you think good marketing is expensive, you should see the cost of bad marketing.”
To achieve massive growth, you need more than just leads. High-growth companies create an engaging, high-conversion buyer journey, and then build sustainable organic channels.
But how can you do that with your business?
This article shows you five excellent organic growth marketing strategies you can implement today without breaking the bank.
The traditional school of thought is, ‘If we can just get more leads, we’ll make more sales.’ But more leads that are unqualified is a vanity metric. Having a lead just sitting in your CRM is pointless.
The only thing that actually moves the needle is when leads book meetings and make purchases.
But for that to happen, you need more than a bunch of paid leads who downloaded your e-book and never read it.
Your reputation precedes you. How many more people would be willing to talk to your sales team if you have an excellent reputation?
Or if you had achieved and documented compelling results for clients? Or if they heard your insightful thought leadership on a podcast?
So what am I really talking about here?
The key is to build a scalable growth system.
Grow your organic traffic, convert visitors into leads, nurture leads into customers, and then deliver outstanding results that will make customers stick around and tell their friends about you.
Easier said than done, right? That’s why we gathered our five most valuable and actionable organic growth marketing strategies that you can implement immediately.
Top 5 Organic Growth Marketing Strategies
1. Optimize For Evergreen Content
Evergreen content is content that’s continually relevant to your target audience.
Even if the information you provide is ‘old,’ it can still rank high on Google because people consistently search for similar problems.
Something like ‘12 Hacks to Boost Productivity’ will be evergreen because we’re always looking for ways to be more productive.
‘How to Tie a Tie’ will always be relevant, as long as ties are in fashion! If you answer questions and solve problems for your audience, your content will be valuable and stay valuable for years.
Take Lean Labs as an example. Some of our most popular content that consistently drives organic traffic to our website focuses on helping people solve problems.
- Brand Identity Questionnaire: 20 Questions to Consider
- Blog Introduction Examples: 5 Good, 5 Bad (& How to Be Awesome)
- The Top 14 HubSpot Competitors and Alternatives [2022]
What do they all have in common? They provide actionable advice to people looking to solve a problem.
Want to know how to create your brand identity? How to write an excellent blog introduction? Need to compare HubSpot against other CRMs?
People can find the answers to these questions on our blog.
Long-from guides like The Ultimate Growth Marketing Playbook for Reliably Scaling Growth are also a great play because when people want to know how to do something, they turn to guides and tutorials.
2. Start a Podcast
Anybody can start a podcast. That’s reason one for including this play.
Reason two is that podcasts are a form of evergreen content that has the potential to get better over time. The more you podcast, the better you get. The better you get, the more people start listening.
Written content is excellent, and if you can get people to stay on your blog posts long enough, you’ll have a chance to convert them.
But the average on-page time for content is eighty-two seconds. Meanwhile, seventy-six percent of people listen to podcasts for more than seven hours a week.
Podcasts help raise brand awareness, and listeners are more likely to trust you as a thought leader if they hear your voice and like your personality.
Podcasts are an excellent way to show who you are and spread your ideas.
Your audience grows organically through placement on podcast apps and word-of-mouth, which goes hand-in-hand with your SEO efforts.
You can demonstrate expertise that Google loves, add your podcast to your website pages and blogs, and send emails to your list containing the links to listen to.
Creation and distribution are pretty straightforward. First, grab a USB mic, plug it into your laptop, and hit record on an app of your choice.
Then upload it to YouTube. It’s crucial to get the reps in. Then you can start thinking about the finer details and investing in high-quality equipment.
3. Focus on Your ICP
If you try to reach everybody, you end up reaching nobody.
You need to know exactly who you’re trying to reach. Map out your buyer persona(s) and create a journey for them. It’s easy to fall prey to shiny object syndrome and create content for multiple audiences.
Instead, narrow your focus to the people you want to serve.
Who are the decision-makers in the companies you want to work with? What are they struggling with? How do they pose their questions on Google? How does your product or service solve their problems?
Beyond your buyer persona, it’s crucial to understand intent. Where is your ideal customer in their buyer journey?
Multiple touchpoints are essential to get in front of them at the right time and in the right place.
For example, if your ICP knows they have a problem and are considering multiple solutions, they don’t need a sales call.
They need you to show them why they should trust you and how you’ve solved the same problem for other people just like them.
The first step you should take is to talk to the people who fit your ICP. Don’t guess.
Conduct formal customer interviews, ask potential customers who didn’t go with you why they didn’t choose you, and ask your current customers why they did choose you.
Related: Go-To-Market Strategy for Startups: 10 Key Steps (+ Examples)
4. Create Training Videos
If you want to solve specific problems for your ICP, videos are a great play. I’m the perfect example here. I wanted to create a habit tracker using Notion.
I searched on YouTube for a DIY habit tracker, and up popped this tutorial. Simon from Better Creating split this tutorial into two parts, compelling me to subscribe and wait for part two with bated breath.
Videos show you exactly how to do something. Sure, you can read about how to do something, but with video, you follow along. Take the ‘How to Tie a Tie example from earlier.
It has so many views because so many people need to know how to tie a tie.
Your ideal clients need your expertise. They want to know how you do what you do and how they can do it too.
To create excellent training videos, ask yourself how you can be most helpful to your audience. What questions does your audience have about your product? How can you demonstrate the problems you solve in a video?
Start there.
5. Build a Community
Consumers want an authentic human connection with your brand and your other customers. Consider that seventy-two percent of consumers only engage with personalized messaging. How can you maximize that?
When you build a community on Facebook or Linkedin, you have an audience that permits you to reach them or actively seeks out your content.
With permission, you can start conversations, establish connections and create a space for people to share ideas.
Exit Five is an online community of B2B marketers started by author and former Drift CMO Dave Gerhardt.
Members can tap into the wisdom of three thousand B2B marketers, bounce ideas, post questions, and get feedback.
The insights you can gain are invaluable. You’ll develop a deeper understanding of your customers. You’ll field complaints and add a personal touch to your response.
Finally, you can get feedback on your products, offer incentives for referrals, and deliver a stellar experience.
Related: 8 Most Reliable Growth Marketing Services to Hire
Organic Growth Marketing: The Key to Success
Marketing efforts are futile without knowing your ICP and, more importantly, their intent at each stage of their journey.
To maximize ROI, you need to build an organic growth engine that drives your customers to see your product or service as the answer to their problems.
Lean Labs always puts strategy before tactics. You can’t grow if you don’t know where you’re starting from or where you need to go.
It’s crucial to understand your current phase of growth, and what steps to take from where you are to reach your revenue goals.
That’s why we put together the Growth Playbook. To help you learn the exact strategies we use to plan, budget, and accelerate growth for our clients. This is by far our most valuable training, and it is currently free to access.
We can’t wait to see you win!
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