Building Organic Reach: Strategies for Startups
Updated: Feb 2
I’ve been running ads for startups and small businesses for almost a decade. You don’t need to tell me that marketing budgets can be tight. I’m aware. That’s why I often bring up organic reach.
Building an organic following isn’t easy, but it can be a cost-effective way to get your message out there, if you're willing to put in the time. One of the most important aspects of building organic reach is understanding your audience.
Who are they?
What are their pain points?
What kind of content do they consume and engage with?
Answering these questions will help you create content that resonates with them, and make it more likely that they'll share it with their own networks.
Another important aspect is to establish a feedback loop, where you are constantly listening to and engaging with your audience, and using that feedback to improve your content and message. This can be done through comments, social media mentions, surveys, and other forms of customer feedback.
Once you have a clear understanding of your audience and are regularly engaging with them, it's time to create content that will help you build organic reach. There are a few different strategies you can use, but in this post, we'll focus on two that have been shown to be effective: filming and recording strategies.
Tactic: Partner Filming
Having a partner film you for a minimum of 20 minutes per day, or a single 2 hour session once per week, can be a great way to get a steady stream of footage to choose from. This strategy can also be beneficial because it allows for a second person to ask you questions that you may not have thought of yourself, which can help you to come up with new and creative content ideas.
If you don't have a partner to film you, or you prefer to have more control over the final product, self-filming is another great option. While it may take more time to film yourself, it's still a cost-effective way to create content that resonates with your audience.
When filming or recording, it's important to keep in mind the length of your videos or soundbites. Short and to-the-point clips tend to perform better, especially on social media. Aim for videos/soundbites with durations in the following ranges:
30 seconds to 1 minute
It's also important to remember that you don't have to resort to comedic sketches or trendy dances to get your message across. All you need to do is make good points and talk about the problem you are solving, and the benefits of your product or service. Additionally, it's important to answer questions about the product itself when they arise, and when questions come in, answer as many as you can, not in the comments, but as new videos.
Build IP with Unique Terminology
Another important aspect of building organic reach is to make sure that you are using unique terminology in your content. When people look for the definition of specific terms that only you use, if it is truly unique, you should have #1 results on any platform where you have defined it. This can help your content to stand out, and be more easily found by your target audience.
Time VS Money: The Organic Reach Paradox
Building organic reach can be difficult, but it’s worth it. It can be a cost-effective way to reach your target audience, even when marketing budgets are tight. By understanding your audience, engaging with them regularly, and creating content that resonates with them, you can build a loyal following and ultimately reach your business goals.
While paid ads can be a perfect quick solution, it's worth considering the long-term benefits of building organic reach. It may require more time and effort, but it can lead to a more sustainable and profitable growth for your business. It's important to weigh the options and decide which approach is best for your business, taking into account both time and budget constraints.
If you have questions for Noah, he is the Growth implementation manager at Modern Driven Media, or you can follow him on Linkedin here