The fourth webinar in our five-part series, "Growth Strategies: Blending Paid, Organic, and Loyalty for a Winning Formula," featured a panel of industry experts who discussed the the fundamentals of creating buying experiences that convert and keep customers. The live webinar took place on September 12, 2024, but you can watch it in its entirety here:
The panel included leaders from Shopper Approved, Flocksy, Aspekt, and Feedspace.
The discussion included lots of great insight and tips from the experts on how online brands utilize digital channels in concert to achieve more growth.
We wanted to get a feel from the audience on how they view some important aspects of the digital omni-channel. So we polled them asking: Which of the following strategies do you believe will have the biggest impact on your company’s growth in the next 12 months?
The results:
While all of these are important, the audience agreed in a majority that organic content marketing will have a big impact on their brands over the next year. But as we all know, organic alone is only one piece of the growth puzzle (an important one, but still just one). So let's dive into what the key takeaways from the Panelists.
Integrating Organic & Paid Marketing Strategies for Sustainable Growth
In today's marketing jungle, mixing organic and paid strategies isn't just smart—it's essential for lasting success. This dynamic duo boosts your brand's visibility, supercharges customer engagement, and builds loyalty that sticks. So, let's break down why this blend is a match made in marketing heaven and how to nail it.
Organic marketing is like planting a garden—tending to SEO, content marketing, social media, and community building to grow brand love without spending for attention. On the flip side, paid marketing is your fast-track ticket to more eyeballs. Investing in PPC, display ads, and sponsored content can get instant visibility. Blend these two, and you've got a marketing ecosystem that's as potent as it is diverse.
The panelists pointed out that organic and paid strategies are like peanut butter and jelly—better together. Think of it this way: data from your paid campaigns can be the secret sauce for your organic tactics. By figuring out which keywords and demographics are nailing conversions in your paid ads, you can whip up targeted, relevant content that hits home organically. And don't let your high-performing organic content just sit there—boost it with some paid promotions to get it in front of even more eyeballs.
We dove into how to use branded paid keyword data to help drive SEO and organic on a recent podcast episode.
Maximizing Reach and Engagement
To effectively blend organic and paid strategies, the key is to maximize your reach and engagement. Think of data analytics as your marketing crystal ball—use it to decode customer behavior and preferences. By spotting trends in how users interact with your organic and paid content, you can fine-tune your marketing efforts to hit all the right notes. For instance, if a blog post is killing it with organic traffic, why not give it a little boost with some paid promotions or creating a net-new campaign on the concept? It’s like adding rocket fuel to an already blazing fire.
Fostering Long-Term Relationships Online
One big "aha!" moment from the session? Mixing organic and paid strategies boosts customer loyalty and long-term growth. Organic content is your brand's charming professor, educating and engaging your audience, while paid campaigns are the party planners, rolling out loyalty programs and exclusive offers. This dynamic duo doesn't just attract new customers; it turns them into repeat buyers and die-hard fans.
And let's not forget the power of user-generated content (UGC). George from Flocksy discussed how UGC can supercharge both organic and paid efforts. Getting your customers to share their stories and feedback? Pure gold. This kind of authentic content strikes a chord with potential buyers and, when you sprinkle it into your paid campaigns, it cranks up your credibility and trust to eleven.
Enhance Customer Experience with Personalized Touches
Brands are always on the hunt for fresh ways to captivate customers and build unshakeable loyalty. Pro tip: amp up the customer experience with personalized touches. It's all about going beyond the basic buy-and-sell to craft unforgettable moments that make your audience feel like VIPs.
Want a killer example of personalized customer experience? Look no further than Zappos, the online shopping trailblazer featured in Tony Hsieh's book, "Delivering Happiness." Zappos didn't just shake up the eCommerce world with their game-changing free shipping both ways—they took customer service to a whole new level. Imagine opening your package to find a handwritten thank-you note. It's those little touches that made customers feel like royalty and turned a simple transaction into a memorable experience.
The psychological impact of personalized touches in the Customer Journey cannot be understated. When customers open a package to find a handwritten note or a surprise gift, it’s like hitting the emotional jackpot. In a sea of choices, these little touches make your brand unforgettable. Prioritizing personalized experiences isn’t just a nice-to-have—it’s your ticket to standing out from the crowd and building a fanbase that sticks around.
Consistency Drives Effective Brand Advocacy
The panelists pointed out that keeping your marketing channels singing the same tune not only boosts brand recognition but also turns customers into brand cheerleaders, propelling your business to new heights.
Effective brand advocacy is all about spinning a cohesive yarn. The panelists highlighted that keeping your story straight across all marketing channels—be it Google ads, social media, or email campaigns—is a must. This harmony builds trust, nudging customers to share their happy tales and become your brand's biggest cheerleaders.
Consistency isn’t just about your messaging; it’s about making sure the whole customer experience matches the hype. If your ads promise a five-star experience but deliver a flop, your credibility takes a nosedive. Every touchpoint—from your jazzy marketing campaigns to the nitty-gritty customer interactions—needs to provide the same values and quality to keep that brand loyalty rock-solid.
A critical aspect of consistency is using data to get inside your customers' heads. Gathering feedback, especially from those who ghost you or jump ship, reveals where the wheels are falling off. This constant fine-tuning not only upgrades your game but also shows customers you genuinely care about their two cents, tightening that emotional bond and turning them into your brand's biggest fans.
Measure Impact, Simplify Processes, Adapt
In today’s lightning-fast business world, being able to measure impact, streamline processes, and pivot swiftly isn’t just nice to have—it’s non-negotiable. By nailing the right metrics, cutting out the fluff, and staying nimble, companies can seriously amp up their game and keep customers smiling.
First up, let's talk measurement. Zeroing in on metrics that vibe with your company’s core mission is like finding your business's North Star. It keeps you focused and your decisions sharp, ensuring your efforts aren't just busywork but truly impactful. These metrics aren't just channel metrics like ROAS and ACoS, but revenue and profit margin. In fact, ROAS can be a trap if not put in context of the larger picture.
Now, about keeping it simple—because who likes complicated? Tools like Google Spreadsheets may seem basic, but don't underestimate their power to boost transparency and teamwork. Manually reviewing data keeps everyone in the loop and aware of how their role fuels the bigger picture. Transparency is key.
And let’s not forget the art of adaptation. In a market that never stops evolving, regular check-ins on performance metrics and open discussions are your best friends. They pave the way for constant improvement, making sure your strategies stay ahead of the curve and ready to tackle the latest trends head-on.
Focus on Customers, Not Competition
Ditch the copycat game; the panelists stressed the point that obsessing over your competitors usually only complicates matters. Instead, channel that energy into really getting to know your customers—their quirks, their needs, their buying habits. This is how you forge genuine connections; ramping up brand loyalty, and skyrocketing your business success.
Authenticity is crucial in customer engagement. Consumers trust brands that show transparency and commitment. A perfect five-star rating can seem fake, while a slightly lower rating (like 4.7 or 4.8) with active responses to reviews builds trust and credibility. This openness fosters a community and encourages customers to share their experiences.
Blending different marketing strategies keeps the spotlight squarely on your customers. Pairing paid ads with organic engagement and loyalty-boosting moves creates a marketing symphony that hits all the right notes with your audience. This multi-pronged approach means you’re touching base with potential customers everywhere they hang out, while also keeping the love alive with your current fans. And let's not forget the magic of data-driven insights—these nuggets help you read your customers' minds, so you can serve up personalized marketing that makes them feel seen and appreciated.
Explore the Rest of the Sessions
