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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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Getting Started with the Agile Marketing Navigator: Building a Marketing Backlog

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Freeing agile marketing from its software development roots


We recently introduced you to Agile Marketing Navigator, a flexible framework for navigating agile marketing for marketers, by marketers in the article A new way to navigate agile marketing. The navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles. Within these categories, there are several sub-pieces for implementation. In recent articles, we covered the pieces in the first stop of the navigator, the Collaborative Planning Workshop.

Now we’re going to dive into the next stop on your agile marketing journey — the Launch Cycle. The Launch Cycle is a repeatable cadence for delivering valuable marketing experiences early and often. Within the Launch Cycle there are five key components — Marketing Backlog, Cycle Planning, Daily Huddle, Team Showcase and Team Improvement. If you’re familiar with the Scrum framework, there are a lot of similarities here — with a few different nuances to make it more applicable to marketers.

Building and managing an effective Marketing Backlog

Now, let’s dive into the Marketing Backlog and some tips and tricks for marketers to be most effective. 

The Marketing Backlog is an ordered list of prioritized work that the agile team will pull from to work on in their Launch Cycle. The backlog is emergent, not static, and changes as new information is learned. 

This part of the framework is incredibly important and can have a major impact on how marketers work. First of all, there’s one shared place where all work lives. This avoids work happening “behind the scenes” that no one knows about.

In fact, one client that I worked with took all of the work that was already assigned to stakeholders, put it in a single backlog and realized that it would take five years to deliver! It’s with this level of transparency that teams and leaders can begin to visualize everything the team is doing and start to really understand what’s important and what may just be someone’s pet project.

There are many tools for managing your marketing backlog and they all have their pros and cons. The main thing to watch out for is ensuring that everyone on the team, as well as stakeholders have access. We want to build a transparent system.

If you’ve started with the Collaborative Planning Workshop, you’ve already begun to build out the Marketing Backlog. The items in your Minimally Viable Launch will go near the top, and other items will fall below. Work is never guaranteed until the team starts working on it, and even then sound business reasons could cause them to pivot, although that shouldn’t be the norm.

Prioritizing the backlog is one of the key responsibilities of the Marketing Owner. While they don’t do this in a vacuum and conversations with stakeholders are imperative, this role has the ultimate authority to decide what order the team will work on and which items won’t be considered (there are always way more good ideas than time).

The role of the Marketing Owner

The Marketing Owner needs to really understand the business value that each idea brings. Each marketing backlog should be thought of in terms of:

  • Level of effort it will take the team to complete (let’s face it — all things aren’t created equal. Building a Tesla may take longer than a base model Honda, so think through marketing ideas as well).
  • What value does it bring to customers? Joy? Satisfaction? Solves a problem? Addresses a cause?
  • What will the business gain from this idea, and how does it tie to business goals, KPIs and revenue?

Stakeholders, customers and team members should all be thinking about new ideas all of the time and everyone is invited to submit ideas to the backlog. However, it’s at the Marketing Owner’s discretion to decide which ideas will be worked on by the team and when.


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Work should never be directly assigned to a team member in agile marketing. It should be submitted to the backlog or discussed with the marketing owner as it needs to be visible and prioritized among everything else.

In agile marketing, backlog items should be used to test and learn and are thought of as micro-experiments, rather than large campaign blasts. 

While a backlog item may be for a post on Facebook, the team should be thinking in terms of testing elements, such as content. If the content is successful, similar content pieces would be on the backlog. However, if the content doesn’t perform well, the team would want to think of new backlog items with different content.


agile marketing workflow

Catch up on the Agile Marketing Navigator series!


The backlog may contain some business as usual items to keep the lights on, but the majority of items should be small, testable experiments that can quickly get to customers for real-time feedback.

If you haven’t started a marketing backlog yet, what are you waiting for?


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Stacey knows what it’s like to be a marketer, after all, she’s one of the few agile coaches and trainers that got her start there. After graduating from journalism school, she worked as a content writer, strategist, director and adjunct marketing professor. She became passionate about agile as a better way to work in 2012 when she experimented with it for an ad agency client. Since then she has been a scrum master, agile coach and has helped with numerous agile transformations with teams across the globe. Stacey speaks at several agile conferences, has more certs to her name than she can remember and loves to practice agile at home with her family. As a lifelong Minnesotan, she recently relocated to North Carolina where she’s busy learning how to cook grits and say “y’all.”



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When Your SEO Competitors Don’t Match What You Know

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When Your SEO Competitors Don't Match What You Know


You know your competitors, and you’re not going to let some damned SEO tool tell you different!

Hey, I’ll give you the first part, but there are a lot of reasons that the results from a tool like True Competitor might not match your expectations, and that could be a good thing.

I’m going to dig into five of those reasons:

  1. You’re living in the past

  2. You’ve hit a brick wall

  3. You can’t see the trees

  4. You’re stuck in one tree

  5. We’re just plain wrong

First, the toughest one to hear — the world is changing, and you’re not changing with it.

1. You’re living in the past

Look, I know Big Wally at Big Wally’s Widget World said your Grandma’s meatloaf was “just okay, I guess” at the church potluck in ‘87, but you need to move on. Even if you’re not quite-so-literally stuck in the past, you may be operating on an outdated sense of who your competitors are. Especially online, the competitive landscape can change quickly, and it’s worth re-evaluating from time to time.

2. You’ve hit a brick wall

Quite literally — you’ve run headlong into your own brick-and-mortar wall. As a business with physical locations, your competitors with physical locations are absolutely important, but from a search perspective, they may not represent who you’re actually competing with online.

Take, for example, McDonald’s — you might expect the competition to include Wendy’s, Burger King, Taco Bell, and other fast food chains with physical restaurants. Meanwhile, here are the second through fourth results from True Competitor:

While DoorDash, Grubhub, and Uber Eats don’t have traditional, physical locations, these are the places where McDonald’s online customers go to order, and they represent a significant amount of organic SERP real estate. From an SEO standpoint, this is reality.

3. You can’t see the trees

You can see the whole forest from where you’re standing, and that’s great, but are you missing the diversity and distinctiveness of the trees?

This is easier to show than tell. Let’s take a look at big box retailer, Target. True Competitor returns the following top three:

No big surprises here, and no one should be shocked that this list includes not only brick-and-mortar competitors, but online retail juggernauts like Amazon. Let’s take a deeper look, though (the following are competitors #8, #7, and #22 in our current data):

Target isn’t just up against the whole-forest, big box retailers — they also have to contend with niche competition. Their competitors in the video game space include not only brick-and-mortar retailers like GameStop, but competitor-partners like Sony and Nintendo (which both sell hardware and software directly online).

Not every grove of trees is going to have the same needs and growing conditions. Your competitive landscape could have dozens of ecosystems, and each of them requires unique research and likely a unique strategy.

4. You’re stuck in one tree

On the other hand, you could be stuck in just one tree. Let’s take Ford Motor Company as an example. Savvy marketers at Ford know they’re not just up against legacy automakers like Chevrolet and Toyota, but up-and-coming competitors like Tesla and Rivian.

That niche is incredibly important, but let’s take a look at what the SERPs are telling us:

These are Ford’s #1, #2, and #5 competitors, and they aren’t automakers — they’re automotive content producers. Does this mean that Chevy and Tesla aren’t Ford’s competitors? Of course not. It means that those automakers are infrequently appearing in SERPs alongside Ford. Ford is competing with mentions of their own products (makes and models) in leading online publications.

5. We’re just plain wrong

Hey, it happens — I’m not here to claim that we’re perfect. SERP-based competitive analysis has a couple of limitations. First, as discussed, SERP analysis doesn’t always reflect the brick-and-mortar world. From an SEO perspective, that’s fine (if they’re not ranking, we’re not competing with them for search share), but there are other essential pieces to the puzzle.

Second, our SERP-based analysis is based on national results and does not reflect regional or hyperlocal competition. Some regional businesses do have national competitors, and that’s worth knowing, but localized perspectives are important as well.

Maybe it’s a good thing…

What if a tool like True Competitor only returned information that you already knew? I guess you could pat yourself on the back and move on with life, but what did you learn? To me, the entire point of SERP-based competitive analysis is to challenge your expectations and your point of view. If the results don’t match what you expect, that mismatch represents opportunity.

More likely than not, it doesn’t mean you’re wrong (unless you’ve let vanity and personal history get the best of you) — it means that you’re missing a perspective or a niche that could be important. If you can see that missing perspective as money left on the table, then you’ve got a good chance to pick it up and walk away with a bit more in your pocket.


The Competitive Analysis Suite is now available to all Moz Pro customers, and we’d love to hear your feedback via the ‘Make a Suggestion’ button in the app.

Sign up for a free trial to access the Competitive Research Suite!

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How Full-Cycle Recruiting Can Improve Your Recruitment Process

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How Full-Cycle Recruiting Can Improve Your Recruitment Process


Job vacancies can cost a company an average of $500 per day.

Companies can save money, improve the quality of their hires, eliminate communication gaps, and increase accountability during the recruitment process by implementing a full-cycle recruitment strategy.

The full-cycle recruitment process is managed by a single full-cycle recruiter or full-cycle recruiting agency.

Full-Cycle Recruiting Process

full cycle recruitment process

The full-cycle recruiting process includes six stages: preparing, sourcing, screening, selecting, hiring, and onboarding.

Preparing

The first stage of the full-cycle recruiting process is the preparing stage. A recruiter will begin this stage by working with a hiring manager to identify a hiring need and create a persona — a fictionalized profile of your company’s ideal candidate.

During the next step of the preparing stage, the recruiter and hiring manager will determine how much compensation a candidate will be offered. This information will be used to create a job posting that includes an overview of the role, responsibilities, salary range, benefits, and information about the company.

Sourcing

After creating a persona and job posting, a recruiter will use word-of-mouth, internal recruiting, employee referrals, social media, job boards, or career websites such as LinkedIn and Glassdoor to find jobseekers that fit the ideal candidate persona.

Screening

After finding potential candidates, a recruiter will carefully review applicants’ resumes and cover letters with the help of HR software. Then, the recruiter will perform a phone screen or on-demand interview.

For most talent acquisition leaders, resume screening is the most time-consuming and challenging part of recruitment.

Selecting

After screening and shortlisting candidates, the recruiter will determine which candidate is the best fit for the role by conducting face-to-face or virtual interviews.

A recruiter will ask candidates in-depth questions to learn more about their professional background and qualifications during a face-to-face interview. The recruiter may also have candidates complete writing assignments or a series of tasks to prove they are a good choice for the position.

Once the recruiter selects the best candidate, they will check the candidate’s references or order a background check.

Hiring

The hiring stage is the most important of the process.

After choosing the best candidate for the role, the recruiter will contact the candidate with an official job offer and may have to negotiate the terms of the offer. The candidate may feel more comfortable receiving a job offer from the full-cycle recruiter rather than the hiring manager because the recruiter has been the candidate’s primary contact throughout the hiring process.

Onboarding

The final stage of the full-cycle recruiting process is the onboarding stage. During the onboarding stage of the process, a hire is integrated into the company. The full-cycle recruiter will familiarize the new hire with the company culture and team members using a welcoming orientation or introductory path.

1. Identify the ideal candidate for the role.

A candidate persona is a description of your ideal applicant. Creating a candidate persona will help your recruiter choose the best applicant for the role by honing in on the criteria that your ideal candidate should meet.

To create a persona, start by asking yourself questions about your ideal candidate to identify their skills, qualifications, experience, education, and background. For example, what industry do they currently work in? Do they hold the role that you are hiring for? What are their professional goals? What work environment do they thrive in?

Once you have answered the questions, interview managers at your business who would oversee your ideal candidate and ask about the skills that would help employees thrive in the role. Use the managers’ recommendations to help craft your ideal candidate’s persona.

2. Find potential candidates.

Create advertisements that target jobseekers who fit your ideal candidate persona. Post the advertisements to social media websites and job boards such as LinkedIn, Facebook, and Glassdoor to reach potential candidates searching for new positions.

You can also use promotions and transfers to recruit existing employees who may qualify for the position. Internal recruiting can help your company reduce onboarding time, boost morale, and save time and money.

3. Review candidates’ resumes and cover letters.

Use applicant tracking software (ATS) to scan applicants’ resumes and cover letters for criteria that matches your ideal candidate persona, such as education, years of experience, and previous job titles.

If you are reviewing resumes and cover letters manually, scan each resume for keywords that match the open position. Next, separate them into 3 categories: resumes that do not meet the criteria for the position, resumes that meet some of the criteria, and resumes that meet all of the criteria. Double-check the resumes in each category.

Place the candidates that are closest to your company’s ideal candidate persona on a shortlist.

4. Conduct face-to-face or virtual interviews with shortlisted candidates.

Interviewing shortlisted candidates can help you find the best fit for the job. By interviewing candidates, you can learn more about their experiences and qualifications, their potential to fit into your company culture, and their soft skills, such as how they perform under pressure.

Conducting standardized interviews can also help you view candidates objectively and prevent bias in the hiring process.

5. Contact the best candidate with an official job offer.

After conducting interviews, extend an official job offer to the best candidate. Indeed recommends contacting the candidate by phone the same day as their final interview or within one day of making your decision.

Benefits of Full-Cycle Recruiting

Full-cycle recruiting improves the efficiency of the hiring process in five key ways:

Faster Hiring

The full-cycle recruiting process reduces time-to-hire, making the recruitment process more efficient. Time-to-hire is a measure of the time between when a candidate enters the pipeline and when they are officially hired. A shortened time-to-hire reduces the risk of a company losing out on highly qualified candidates that may be simultaneously interviewing at other companies.

Streamlined Strategy

Using a full-cycle recruiting strategy streamlines the recruitment process. It eliminates delays caused by communication gaps because the process is handled by a single recruiter or agency that can construct a simple strategy and follow it through to the end.

Improved Quality of Hire

Quality of hire measures the value a new hire contributes to a company’s overall success. Improving the quality of hire increases employee engagement, improves job satisfaction and productivity levels, and decreases turnover costs.

A full-cycle recruiter implements a more personalized and thorough process than a traditional recruiter. As a result, full-cycle recruiting improves the quality of hire by precisely identifying the best candidate for a position.

Increased Accountability

Because one person manages the entire full-cycle recruiting process, all of the successes and failures of the process are their responsibility. The recruiter benefits from this responsibility because they can’t lose a candidate due to someone else’s mistakes.

Improved Communication

In full-cycle recruiting, candidates remain in communication with a single person throughout the hiring process. Therefore, the process alleviates any possible concerns a candidate may have about delays caused by miscommunication between hiring personnel.

Full-Cycle Recruiting Process Results

A well-executed full-cycle recruiting process will result in an employee who feels prepared on their first day. This is all thanks to a full-cycle recruiter who guided them through the recruitment process, maintained communication, and provided necessary information about the job position and the company.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy. 



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