Guest blog post by Katherine Kozelski, Digital Media Marketing Coordinator, Pixe LLC
We all know that going organic is the latest trend in the food and health industries, but is going organic practical in the marketing industry? Typically established brands shell out hundreds of thousands of dollars on international marketing campaigns, but small businesses may not have the financial standing to push a campaign that large.
Organic Marketing is the process of promoting a brand or product without paying for advertising. It is important to note that organic marketing does contain intent, but its primary focus is on information-as-service. With this strategy, marketers focus on creating a natural relationship with their potential customers, by providing content relevant to them, and through word-of-mouth and social media outlets.
Organic marketing is an extremely cost-effective way for small businesses to penetrate any competitive marketplace and one of the best outlets for that is Twitter. It may be a challenge at first, but in 140 characters, a brand can easily reach potential customers with a clear and concise message. With quality content, such as images, tweets can receive up to 180% more retweets and 18% more clicks that bring customers to your brand’s website. Read on to discover the quickest ways your businesses can jump start its success through an organic Twitter following.
Follow (the leader)
- Don’t just copy: Add value to an ongoing conversation. As a boutique coffee shop, you should not be starting up your own #tweetacoffee hashtag like Starbucks to get attention, but do start following them.
- Top Ten Brands: Look at the influential companies and people in your space and start looking through their Twitter feed. What strategies do they employ to collect retweets, favorites, and responses organically?
- Keep track: What is the context of the most popular tweets, are they coupons, pictures, or behind-the-scenes insights?
Share the Love
Bing! Bing! Bing! Retweets have become the equivalent of a social media hug from your social media accounts. Follow top industry influencers, interact through replying, retweeting, and sparking conversations.
Know Your Industry
Your brand’s tone and voice on Twitter is extremely important when it comes with making sure your message resonates with your audience. If you work in a very serious field that does not respond well to puns and comedic relief, a campaign similar to that of Charmin may not be the best route for your brand.
Rule of thumb when it comes to witty banter on Twitter is that if it doesn’t work in the board room, it probably won’t work on your Twitter feed. If you are not sure, it is best to talk with the leaders and influencers within your organization first to understand how best to represent the brand on social media. Whether it is simply tweeting brand awareness, industry news & updates, or trying to lighten the mood of financial experts, the voice on Twitter should fully reflect the goals of the organization at every level.