Organic And Inorganic Online Marketing For Small Businesses
Marketing has always been an integral part of commerce. An essential division within an organization, marketing usually performs critical business activities related to branding, image building for the business, and communicating about the various products and services from the business to consumers, among many others.
One of the core activities that marketing teams world-over use is advertising, which they use to communicate their brand’s message to their target audience, consumers, and other businesses.
Today’s advent of the new digital age has made commonplace terms like organic marketing and inorganic marketing. For marketers all across the world, digital marketing has been a blessing.
With digital marketing, marketers can now communicate with the consumers directly, even inside their homes, through mobile devices, intelligent devices, social media, and various other channels.
This digital world and the presence of smart devices also means that the consumers are constantly hooked onto them, leading to vast amounts of data points.
The availability of data about the consumers is another great advantage marketers today enjoy. Thanks to this data, the marketers can make focused, data-oriented strategies that also help with better results. This is particularly useful for startups and small enterprises, which often operate with limited resources that must be handled carefully.
What is Organic And Inorganic Marketing?
In today’s digital age, marketing is the activity of generating traffic for a brand and for creating awareness. For this, marketers generally take help from all digital media and platforms available at their disposal, including organic and inorganic marketing channels.
So what is Organic Marketing? Search for this online, and you may come across many organic marketing examples as well as organic marketing definitions. To put it in simple terms, the purpose of organic marketing is the marketing strategy of getting customers to come to a brand naturally through various value-based tactics.
In this form of marketing, brands usually do not use paid channels to generate artificial traffic for the brand. This is also why natural and organic marketing is used together, for organic marketing is considered a natural way to generate traffic and create brand awareness.
The difference between organic and inorganic is that while organic marketing involves natural ways of getting traffic for the brand, inorganic marketing generates traffic through paid channels. In inorganic marketing, brands need to spend money to artificially spike traffic to their website and generate interest about their brand to newer customers.
While digital marketing has been a boon for most, it can also be a bane for businesses if not handled cautiously. Too many choices and ever-changing technologies can sometimes be too much for businesses to manage, and digital marketing strategies may seem too many to pick from.
The difference between organic and inorganic may seem very minor to some; however, these slight differences make a huge impact when it concerns startups and small businesses.
Why Organic Marketing Ideas Work?
- Organic marketing strategy helps businesses set themselves up for long-term sustainability and growth.
- It ensures continued results that also get compounded even when paid advertising stops.
- It ensures a higher rate of returns for businesses, which is especially critical for startups and small businesses.
- It helps reduce costs.
- With organic marketing, a brand can become more trustworthy on google and other search engines.
- It helps improve online ratings and reviews.
- Most importantly, in today’s digital era, organic marketing gives startups and small businesses a fair chance to compete with giants in their domain and even win over them in some cases.
Organic And Inorganic Strategies For Startups And Small Businesses
Both organic and inorganic marketing strategies play a vital role in marketing success for small businesses and startups. Here are some strategies that might help.
Always Invest In Long Term Content Strategy
When it comes to organic strategies, there are no shortcuts. All businesses need investments initially in order to be able to sustain and see results in the long run. Small businesses and startups, in particular, stand a chance to compete against established companies and will see steady positive results by investing in long-term content strategy.
This strategy helps build loyalty and also helps nurture leads for businesses. For those on the lookout for added incentives, data shows that 93% of some of the most successful businesses are found to be absolutely committed to long-term content strategy.
It Helps To Invest In Inorganic Marketing To Begin With
An organic marketing strategy is beneficial to brands over a long period of time. However, in order to enjoy this success, in the long run, organic marketing requires the acquisition of customers and a sustained branding and marketing exercise upfront.
That is where inorganic marketing can help businesses. Inorganic marketing upfront helps companies get that great reach, which can contribute immensely towards the success of organic marketing.
Be Adaptable, Be Nimble And Be Open to Experiment
When standing against established giants and businesses, startups and small businesses can’t outspend over them. However, being young and being small comes with its own advantages. One of them is the ability to be nimble and to be able to adapt as per the trends.
When it comes to successful marketing strategies for startups and young businesses, thinking out of the box and adapting to the changing trends plays a crucial role. Identify what the market wants and create content that makes you stand out from the crowd.
Work Smarter And Use Technology To Your Advantage
Technology is the backbone for businesses and marketers in today’s digital day and age. Make the most of all the tools available and use them smartly.
These tools not only help your brand to stand out against the toughest competition when used, but they also can help optimize the returns from the investment made. Invest smartly to create content that will help perform in the long run for the brand.
When it comes to marketing, organic and inorganic marketing are critical and work together to help businesses grow and compete even in a highly competitive environment. With most startups and small businesses facing the challenge of deep pockets compared to established brands, they must invest wisely in inorganic marketing and the content strategy for long-term organic marketing.
However, once done correctly, organic marketing will positively kick. Organic marketing will allow even a startup and small business to stand tall in front of established brands and take charge of the market when done well.
Pros and Cons of Organic and Inorganic Growth
Pros of Organic Growth
- Management has a thorough understanding of the business: Because organic development happens in a smaller, more closely knit organization, management has a better understanding of the company’s strategy and operations than an organization that has just completed a merger or acquisition. As a result, the organization is usually able to respond to market developments more swiftly.
- There are fewer integration and restructuring issues: During a merger or acquisition, employees and operations are often restructured to handle the increased volume of business—layoffs, leadership changes, and figuring out how to manage more people and assets are all possibilities. During organic expansion, integration issues or management/personnel changes are generally more gradual, which seems more comfortable and natural for the internal culture.
- It’s more obviously long-term: Any company’s ultimate objective is to develop sustainably. There will be no investor interest, no likelihood of becoming an acquisition target, and almost no prospect of the firm growing lively enough to sell without organic growth. Bringing in regular or increasing sales is an indication that things are going well inside a company and is a crucial step toward success.
Cons of Organic Growth
- Growth can be much slower in many cases: A firm that grows organically must do it at a sustainable rate because there is no market, product, assets, or resources infusion. This means that expansion cannot exceed the existing workforce, support, and resources.
- It’s possible that you’ll lose your competitive advantage: We all know that outplaying your competition is the most fantastic way to thrive in any industry. If your rivals are developing swiftly, or if your industry is experiencing a lot of M&A activity, growing too slowly might result in you being soon surpassed by them.
Pros of Inorganic Growth
- The rate of growth will accelerate dramatically: Several companies may practically double or triple their client base with a corporate merger. This inorganic growth is faster than organic growth since it comes as a result of a deal.
- Boost your market share right now: Increased market share is one of the most significant advantages of a merger or acquisition. You acquire the benefits of an entire company’s existing sales and relationships through inorganic development, which means you have rapid access to markets and clients you wouldn’t have had otherwise.
- Increases one’s understanding and experience: By integrating your company’s resources with those of another, you have access to their key players’ knowledge and skills. With more information and experience, you’ll be in a better position to make smart judgments in the future.
Cons of Inorganic Growth
- There is a significant up-front fee: A significant upfront investment is frequently required to fund a merger or acquisition. If you don’t have enough cash on hand, you’ll have to rely on debt, which may make the merger or acquisition less appealing to investors. If the integration fails, you may find yourself with a large amount of debt that you are unable to repay.
- Challenges in management: The complexity of effectively expanding operations such as systems, sales, and support arises as a result of a merger or acquisition. A merger or acquisition’s roots will not be able to take hold without adequate growth management, and the integration will ultimately fail.
Whether you choose to build your business organically or inorganically, the most important thing to remember is to do so strategically. Formulate the optimal plan for your firm based on its present health, competition, industry trends, and financial capacity, and then build a solid business case for it by predicting short- and long-term economic predictions. This degree of depth for whichever approach you choose will provide you with a clear plan for making the best decisions to support and sustain development.
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