Why do organic marketing?
In a recent coaching call, we covered this and I wanted to share a short snippet from that call to discuss where I see most people get it wrong when it comes to doing organic.
What do I mean by organic?
If you want to build an audience, influence and authority you have to share your point of view.
There are a lot of ways to do that.
You can start a YouTube channel, a podcast, etc but the fastest and lowest tech ways are things like:
Written posts on your social profiles.
Telling stories etc.
But, if you're doing it with the sole purpose of getting sales...
You're doing it wrong.
Transcript / MP3
If you're doing organic to sell, it'll almost never work period.
So the reason we do organic is not for sales. It's not for, uh, getting appointments. That's not like the old, the ulterior motive behind it. If that's how you're playing the game, that's probably why it's not going to work. The real reason everyone does organic is to be a leader in their marketplace and build authority. So the way in which you share content, can't always, and you know, Eric said be too salesy. Um, so, you know, going into groups totally is something you should do here in the language that people are using. You know, whole, I love polls asking questions and getting people to comment and then doing some of that and then dropping some sort of knowledge, which I'll get to some of that here in a minute, but really that notion of adding value, right? Like if you come from a place of service, sales becomes a whole lot easier. ... Um, and so I think one of the traps that I see people fall into is they're like expecting every single post that they create. And again, I'm not saying this is you share, I'm just sort of talking generally speaking, since I know this is a topic for everybody. Um, cause I was also there. And so sometimes I still am there in like, we tie up a lot of these expectations to each of these posts. When the sooner you can disconnect your organic content to an expectation, the more potent it's going to become. So the sooner you can disconnect, like your expectation of what your organic should do. Like guys, when I create content, I told us, I, I think I said this on the monthly jam session. I'm literally creating content to beat myself. Like, can Greg say this better a second time? And he say it differently.
Can you tell a better story this time than he did last time, which is the complete, which is selfish in a way. But like I'm working on my own craft of like, how do I articulate these things that are going on in my head that I know are valuable if I can articulate them. So to me, it's a game it's like, can I articulate this in a way where I get more responses time? Ooh, I said it right this time, a lot of people are engaging or maybe I said something else, like actually in hindsight, why would anyone respond to that? Because they would be basically raising their hand that they're in pain. And nobody likes to admit that they're in pain. So sometimes you realize your content didn't get engagement, but it doesn't mean people didn't see it doesn't, it doesn't mean it didn't people, it didn't hit people.
And so we need to be really careful if we're basing our success of organic on number of conversations started, um, number of likes or comments. It's not going to serve in any way, like you're going to give up. So like, we need to take that out of your realm of like, this is, those are the things that mean it's working. And I would say, if you can work on, Hey, like I'm going to try to just help people. And I'm going to continue to try to articulate mine. I said ology or my thoughts or my opinions, like your organic is going to go, Oh, a whole lot further. Organic is also eventually going to be a supplement to your ads, time and time again, we hear situations of, Hey, saw you from an ad, found you on YouTube and I binge watched your YouTube channel or, you know, friended you on Facebook.
And I've been reading your posts or connected on Instagram. And I've been following your story and super inspired. Like the ad made them aware of me. Then they did their own due diligence and did research. And like that's where organic really starts to come in as like, not that like, you need to be doing ads to make organic work, but like I can tell you from experience, I was strong and organic. I figured out ads stop. My organic, my ads stopped working and yeah, everything fell apart because it's like momentum, right? Like it's always harder to get something moving from the standstill. So like my goal for you guys is to adopt a habit that you can commit to in some way, shape or form that is you showing up consistently in specific channels, working on how you add value. Sometimes that might be a poll.
Sometimes it might be a question. Um, sometimes you'd be like, I don't know what the hell to say. And you're going to say something that's not great just to say something cool. Like I care more about consistency than like, um, I should, in this case, I care more about quantity than quality. Uh, because unfortunately guys, and I know this is going to sting. Some of you creatives, um, you being a good designer or you being a good service provider does not mean you will. The loudest person will win it. Inferior person that does websites in your market that has allowed her than you will beat you almost every single time because they are top of mind and you are not. And that's why we need them to create organic content and get into the habit of building this muscle of adding value and displaying authority. This is definitely a long game, right? And this goes back to if we're doing it in a out of desperation to get a sale, it's going to look salesy. It's going to look sleazy and it's not going to work. But like this is a, like Juan said, this is about the reps showing up experimenting, uh, refining your own voice and adding value.