Organic growth refers to natural and sustainable growth in a business’s customer base and digital presence without paying heavily for advertisements. It is the process of seamlessly attracting the target audience, without running behind them with a sales pitch. In today’s highly competitive business environment, organic growth is essential for every business to be sustainable in the long run. The growth that paid advertisements and promotions bring is very short-lived.

If you aspire to achieve explosive organic growth, you have landed on the right page. Keep reading and taking notes as we are giving you the ultimate guide to achieving your organic success. Once you understand the process well, you won’t need to burn holes in your pocket just to inform your target audience about your existence.

Before we proceed further and give you the formulae for building sustainable success let us inform you that this is no quick fix like your advertising campaigns. Organic growth is a long-term strategy that builds a strong and sustainable customer base slowly but surely. So, you need to understand the entire process carefully and execute it patiently.

Let’s get started!

Developing a Deep Understanding of Target Audience

The first and foremost step in attaining organic business growth is to understand your target audience well. Unlike most advertising campaigns, the core of organic growth is the customer rather than the offered product and services. You have to understand that your products and services are made to meet the needs and demands of your target audience and not the other way around.

So, the very first thing you will need to do for explosive organic growth is to define your target audience and understand them holistically. Understanding your target audience holistically involves knowing their pain points, interests, needs, desires, buying patterns, online behaviors, etc.

To develop a deeper understanding of your target audience you will need to go out and do some market research and ask for feedback. Whether it is collecting details of customers’ pain points or listing down their needs and desires, you cannot assume anything; you need to ask questions and get answers from your target audience.

The understanding you develop through your market research and customer feedback will help you develop your buyer personas. The buyer personas are the center point around which all your digital content and marketing strategies are built. The more specific and detailed the buyer personas the better targeted marketing strategy you can build. The better your marketing strategy the more sustainable your organic growth will be.     

Building Strong Digital Presence Surrounding Your Target Audience

Once you know your target audience well, you will start building a foundation for a strong online presence. If you have curated a detailed buyer persona, you will already know on what platforms are your target audience active and what you need to stay in their touch. The whole idea of the marketing strategy for organic growth is to be visible to your target audience in a way that they feel you are there just for them.

Some strategies that can help you build a solid online presence for your target audience include –

• Create a memorable brand identity – You need to create a compelling brand identity for your business that aligns with your target audience’s values and is memorable to them. This creates a connection with your target audience.
• Have a user-friendly website – A website is one of the most important parts of your digital presence. Your website is the place where your leads will actually convert to become your customer. So, make sure you have a user-friendly and responsive website that makes engagement easier on the part of the customers.  
• Optimize for search engine – Organic growth can be achieved only when your target audience can reach to you through organic searches. To ensure this, you will need to create contents that are optimized for search engine. Your website and the images used therein, everything should be optimized for search engine ranking. You want your website or social media pages to rank higher whenever your target audience is searching for a solution to their pain points.
• Utilize social media – Having a website is important but you can’t ignore the importance of social media. These platforms are the best tools to stay fresh in the minds of your customers and target audience. By sharing informative posts or engaging with followers you can make sure you are frequently visible so that you remain on top of your target audiences’ memory. Sharing authoritative content through these platforms also helps you establish yourself as the thought leader in your industry and get an edge over your competitors.

Making Your Digital Presence Compelling

Staying visible to your target audience is important but it is alone not enough; you have to make your presence compelling. Making your digital presence compelling can be broadly divided into two parts –

• Creating a compelling strategy for content – You need to curate memorable contents that resonate with your audience to help you build your brand identity and to place yourself better as the industry leader. This is to convey the message that you have something valuable to share. 
• Promoting audience engagement – Promoting audience engagement is important to build a strong relationship with your audience. Like any other relationship, your relationship with your audience should not be a one-way thing. You can’t just keep saying whatever you wish; you will need to listen to your audience too. Promoting engagement allows your audience to connect better.

Now, allow us to give you some quick tips for making your digital presence more compelling by developing a better content strategy and promoting audience engagement. For ease of understanding, we will discuss these tips in two parts.

Tips on Creating Compelling Content Strategy

• Have well-defined content goals – Before you start creating content, you must know what the goal you want to achieve through this is. Your goal could be educating your audience or it could be entertaining or inspiring them. Whatever it is, it should be defined and must align with your overall business goal.
• Create high-value content – After deciding your goal, you should create high-value content aligning with the goal. Remember, you should never create content just for the sake of creating it. Your content should always be high-value and impactful.
• Be consistent – Sharing amazing content one day and then going invisible for a month won’t do any good to your brand reputation. You must be consistent with your digital presence. You can develop a content calendar for this purpose where you can plan your content in advance.
• Ensure diversification of content – You should switch between different formats of content such as text, image, and video to keep the feeling of freshness. Monotonous content can be boring. Utilizing different formats also ensure that you are catering to the preference of different kinds of audience.
• Encourage user-generated content – Encouraging user-generated content ensures that you are building a community of users of your products or services. When your target audience interacts with each other about your brand they build a mutual relationship as well as a stronger bond with your brand. Moreover, new customers get attracted more through what your customers are saying rather than what you are claiming. It increases your credibility. So, always encourage user-generated content.    

Tips on Promoting Audience Engagement

• Be prompt in your responses – The most important thing you can do to promote audience engagement is to be prompt in your responses. Never leave any comment or message unanswered. Just by responding to messages and comments you are sending a clear message that the voice of every audience is heard and valued here.
• Encourage discussions among your audience – You can ask an open-ended question, you can post a poll, or seek a suggestion or feedback. You can choose any or all the ways to encourage discussions every now and then. This will help you build a community where people are not just connected with your brand but with each other as well. Having a community ensures that your audience encourages each other to use your product or services. Sometimes they may also answer each other’s queries taking off responsibility from your shoulders every now and then.
• Collaborate with influencers – Another very interesting way of promoting audience engagement is to collaborate with influencers. Unlike celebrities, influencers are people to whom people look up in admiration but also interact with them. The connection is more close and real. Collaborating with influencers also introduces you to their audience who can be your potential customers too.

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Analyzing and Re-Adjusting Your Marketing Strategy

It may seem that after making your digital presence compelling you are done with your marketing for organic growth but it isn’t. Marketing for organic growth is an ongoing process just like any other marketing strategy.

Once you think everything is in place as per your plan, you will need to start analyzing the impact. You can track key metrics like social media reach, website traffic, engagement rate, conversion rate, etc. to see what impact your organic growth strategy is making. You might not get the desired result on the first go. You will need to try a few different strategies. You can opt for A/B testing to find out what is working for you and what’s not working.

Based on your analysis you should re-adjust your marketing strategies.

But again, this won’t be a one-time exercise. You will need to keep doing it continually. The digital world keeps on transforming itself very quickly. What worked yesterday might not be so useful today and there’s no guarantee that whatever is working today will have the same value in the future. So, you should keep analyzing the results and re-adjust your strategies according to the latest updates. This will help you meet the evolving needs of your customers and the digital space where you are interacting with each other.    

Conclusion

You can set your business on the path of explosive organic growth by understanding your target audience deeply and curating your digital marketing strategy around them. When you know your target audience well and go meet them where they are, you will automatically develop a connection. When you have a bond with your target audience you do not need any advertising campaign to lure them into buying your product or subscribing to your services. By being present and frequently visible in the digital world you can build your digital presence and turn it effectively for your business growth by creating value and connecting more meaningfully to your customers. We hope you will utilize this ultimate guide to achieving organic success for the organic growth of your business.

WRITTEN BYDattatraya Shetty

Dattatraya Shetty is an IT Professional with 2 Decades of experience in areas of Product Development, Implementation & Service Delivery Management. As the Head of Implementations and SOC Compliance in Smartkarrot he is on a mission to provide relishing customer experience.

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