Sips of Wisdom: The 6 Keys to My Success in PR - Podcast Transcript …
Maximizing Business Growth: Exploring Organic Channels vs. Advertising Strategies
Advertising… one of the most beneficial ways to get your business out there, can also be one of the easiest ways to overspend without achieving desired effectiveness. As a business owner, it’s natural to want to get your name and products out there as fast as possible. But sometimes it can feel like all advertising encompasses is throwing money down the drain without seeing any real results. And actually, this is a reality that many businesses face. In the pursuit of quick wins, it’s easy to forget to take a step back and build a strong foundation for sustainable growth.
Sure, advertising may have its perks, but when your business is still in its early stages, it’s important to look beyond this one avenue for growth. That’s why investing in organic growth channels and tactics should be at the forefront of your strategy no matter your budget. In this blog, we’ll explore why businesses should consider focusing on organic growth tactics, such as public relations (PR), before diving headfirst into advertising.
1. Organic channels lay the groundwork for credibility and trust.
In the era of information overload, consumers are becoming increasingly savvy and cautious about where they invest their time and money. Buyers typically need to “know, like, and trust” a brand before committing financially. Rather than immediately pouring funds into advertising, it’s crucial for businesses to establish a strong reputation and build credibility within their respective industry, and beyond. This is where organic growth tactics, particularly public relations, come into play. A well-executed PR strategy can help a company showcase its expertise, share valuable insights, and position itself as an industry thought leader. Media coverage, guest appearances on podcasts, and speaking engagements are just a few ways to authentically connect with a target audience and gain their trust.
And data backs our claim – PR can be 90% more effective than advertising. Why? Because PR showcases third-party validation where advertising is self-promotional, and outside validity presents far less bias to customers.
2. Organic channels help you understand your audience and refine your messaging accordingly.
A business must understand what messaging resonates with its target audience to achieve a successful advertising campaign. Knowing what does (and doesn’t) connect with your ideal client requires testing, and, sometimes, a lot of trial and error. This process is far less expensive when done organically. So, before you dive into advertising, it’s important to focus on what works without ad spend first. What you learn through organic engagement is invaluable when transitioning into advertising, as it ensures that campaigns are effective and tailored to address the specific needs and pain points of an audience.
3. Organic marketing and PR tactics can help you pinpoint which platforms are most effective before spending money.
Though effective for many established businesses, advertising can also be costly, especially for those with limited budgets. While advertising is often portrayed as an automated “quick path to cash”, without a well-established strategy determining WHERE to allocate advertising dollars, there’s a significant risk of rapidly depleting your financial resources.
On the other hand, organic growth strategies enable a company to determine exactly which platforms, such as TikTok, Instagram, or blogs, a target audience effectively and authentically engages with a brand. By actively engaging on social media, creating content, and building genuine relationships, you can acquire an invaluable understanding of the specific social channels your audience prefers. This will then give you an idea of where to strategically advertise on relevant social channels, optimizing your budget and amplifying the impact of your marketing and PR campaigns.
4. Organic channels create sustainable, long-term relationships.
As humans, we all desire real connections — and businesses aren’t any different! By implementing organic growth tactics like public relations, businesses can tap into building authentic relationships with their audience.
Think about it this way: when you put people first rather than pushing products and services, you can create a community of loyal customers that truly believe in what you do. These relationships form the foundation for long-term success, leading to word-of-mouth referrals, positive reviews, and authentic customer engagement. When launching advertising campaigns, you can strategically target this now-engaged audience and increase the likelihood of receiving positive responses and conversions. Even if you don’t choose to retarget your audience, you’ll still have real-life social proof to leverage with potential cold leads.
To maximize business growth, invest in organic channels first.
To sum it up, while having the funds to toss into advertising might seem viable, it’s most cost-effective and strategic to begin marketing your business organically. By focusing on building relationships, credibility, and authentic messaging, and by understanding what platforms are best positioned to convert, you’ll substantially enhance the likelihood of establishing and nurturing a prosperous, enduring business venture.