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Emily Hirsh:

Hello, everybody. Welcome back to the podcast. I hope you guys are having an amazing week and getting lots done in this first quarter of the year, which is flying by as per usual with the way time goes. It seems like these days, and I feel like the way marketing goes, it feels like you are just always, I don’t know. I feel like we’re always like, okay, what’s the next thing. And what’s the next launch and what’s the next new thing we’re gonna do. So we have some exciting things planned this month, but it really is necessary to move at that pace in today’s climate and industry. So today’s episode, I wanted to tell, talk about organic and really answering the question of, do I need to have an organic strategy? If I am also doing paid ads, is organic and an organic strategy worth it?

You know, what if I don’t wanna do it, can I just do paid ads? And I’ve gotten this question a few times, um, on trainings that I’ve done recently for some different groups, as well as in my own trainings. And so I think whenever I get the get questions, multiple times, it’s always a sign for me like, Hmm. A lot of people need to hear this. And so the common theme seems to be somebody, people asking if I’m doing paid ads, if I’m spending money on ads, especially like visibility ads to my, and do I need to have an organic strategy and why, why do I, if I need to. And so my big picture answer is that in an ideal world, you have both, you have an organic marketing and content strategy and you are consistent on social media and you show up on social media and you regularly, and you put out valuable content and you also have a paid ad strategy that consists of your visibility ads, as well as lead generation ads and running ads to your funnel.

And you have both going. Now, one thing I recognize is it’s really easy to say, here’s the ultimate what you should be doing with your marketing and how you should have your strategy. And then you’re in a place where it’s like, well, I don’t have those resources. And so I might have to choose one or the other or choose to put more resources into one strategy versus another. So I fully recognize that if you’re in the place where you have maybe like no team members or one team member, or you’re doing it yourself, you cannot perfectly do organic and paid marketing. And so you kind have to pick and choose like, what is the most important for you to do? And that’s consistently, I feel like the job of a CEO, or a leader is choosing like here’s 15, 20 things that we can focus on and these three are gonna drive our goals and these are gonna move the needle.

And so it’s the same with your marketing across the board, but as you’re considering organic and paid, here’s just some thoughts to consider the first being that it is important to prioritize at least having some sort of an active social media presence. Because when you are running ads, people are going to naturally click your profile, click your business page that the ads are connected to and go look at it. And I don’t know about you, but when I go to a business page and they haven’t posted in a year, I’m always like, Hmm. Like, are they as serious? Are they as legit as a business? And maybe they are, but I do judge that, especially on Instagram, probably not so much on Facebook, but especially on Instagram, you wanna have some sort of consistent presence. And so consistent could be maybe like one or two posts a week.

That’s enough. You don’t need to have more than that. Like you don’t need to, I’m not saying it won’t be how helpful, and it won’t be good, but you don’t need to have more than that. So at least having one or two pieces of content posts or things that you can have on your profile, just to have that consistency, just to look like and have that presence of, I am an active business. I, I give back to my audience, I have my together, like kind of thing. Right? And cause people do judge that. And that means that the goal of the content is not necessarily to drive followers and to drive traffic. And I think that’s where this question stems from is people are asking, well, do I need to drive leads and traffic and sales from my organic content, if I’m running ads and the answer is no, because you could have all of your leads and all of your sales be coming in from your ads, but you’re using your organic content at the bare minimum as a nurturing tool, as a way to nurture the audiences and the leads and the people that bringing into your world and they haven’t bought from you yet.

And a lot of people are going to see your ad, maybe go follow you, maybe sign up for your training and not buy. And then they’ll hang out on your Instagram or they’ll hang out on your social media. And by you being active that is serving as nurturing to eventually lead to that sale. So that’s why some form of consistency is important, but that, what that means is you’re adjusting your goal with organic, to being that consistency, that value delivering that and just showing up versus I have to get this many leads or this many sales from my organic content. And so I think that’s the, the big difference is people feel like, well, do I have to do organic to meet my actual, like lead in sales numbers? And that is harder to do. Number one, it’s hard to track. And number two, it’s really hard to know if you are able to, if that’s working or not.

And it’s also slower, right? Because organic is very much like a time investment. So at the bare minimum with your organic strategy, just aim to be consistent, have a couple of posts a week. Something that allows you to be consistent, allows you to nurture the following that you potentially are growing and you should be growing if you’re running ads. And that is kind of like the bare minimum for your organic strategy. The next piece I wanna talk about though, is the importance of overall in your marketing kind of diversifying where your traffic is coming from. And so, it used to be for, or five years ago when ads were really inexpensive and you could get a lot of leads. If your funnel was working sales just from Facebook ads and like if you just mastered one form of paid ads, Facebook ads, then you were fine.

But now with the fact that ad costs have gone up so much across the board on every platform over the last couple of years, it’s even more important for your business that you’re able to generate leads in sales from somewhere else. That’s not just Facebook ads. And so that’s where an, an organic strategy comes in, where it’s like, if you are able to, and this is where you will have to measure your business resources. And if this is possible for you now, or if this is like a next month or a next quarter thing, but eventually your goal is to have consistent social media presence to have consistent nurturing happening. And the ability to get leads in sales that are coming in from organic sources and ultimately with your organic strategy, where that comes from is consistency and quality is putting out the best content, putting out incredible free content and doing it every day, very consistently. And if you do that, you will see traction. You will start to see people who are following you, who are joining your email list, whatever it is.

Yes, an organic strategy is important. The level of your organic strategy is gonna depend on your resources right now, and your goals as a company. But your ultimate goal should be to diversify and have leads and sales coming in from organic social media, as well as your paid ADSS. Now, the other piece with organic is that your content should always work in conjunction with your ads. And I kind of mentioned this, but you need to see your organic social media, like part of the goal is to be nurturing the leads who are coming in from your ads. And so the way that I, uh, oftentimes recommend doing this is that after a new lead actually joins your list and signs up for whatever you’re offering is sending them like creating a back link to your social media. 

So sending them to your Instagram to follow you and saying, Hey, I hang out here, I post stories, or maybe there’s like a free gift. If they DM you a keyword, something where as you see your lead number, go up from your ads and you’re running traffic to your funnel that you’re able to actually send those leads to your social media. Because then what that does is when you go on Instagram stories or you post something valuable, they, even if they don’t like it or engage with it, it’s a touch point, right? A lot of times with marketing, we just want people to keep seeing our business, keep seeing our name, because then when they know, oh, I need help with that thing that you solve as a business. Who do you think they’re gonna think of? They’re gonna think of the business that they’ve seen seven times in the last two, two weeks on social media and not the one that they saw one time when they opted into something and then never heard from them again.

So if you’re able to take your leads, who are interested in what you’re offering are interested in your lead magnet, webinar, whatever it is, and then get them over to your social media and then nurture them with your content. You’re creating this like ecosystem. And those touch points are going to pay off for the sales in the long run. And so one of the, the goals with your content, isn’t just followers and isn’t just leads in sales new, it’s also to nurture the existing. And so I think people have that disconnect where they don’t realize that organic content should and can work in conjunction and support. Your ads should support the new cold traffic leads. You’re bringing in from your ads by nurturing them and having those touch points so that they think of you when it’s time to solve their pro.

And then a couple other points that I have two more points that I wanted to bring up, because I think that the reason why people are asking me this question is because they’re overwhelmed and they are overwhelmed with the amount of content they feel like they have to produce with and the lack of time that they have. And so sounds basic. And, and this is one of these things that I feel like I will be like, oh, I don’t even need to say that like people know this, but then every time I do, people are like, oh, that is such a good idea. You will show up on social media and you will create content. If you have a process that’s repeatable attached to it. And so one thing I teach in our program and in my organic content training is at the end of every month, you need to plan out all your content for the next month and then just schedule in on your calendar when you’re gonna go create all that.

And if you are able to get into this groove, it’s like with anything, it’s habits, it’s commitment it’s process and your, your content creation and your consistency showing up in an organic way is only gonna be as good as your process supporting it. And so if you can make your one action item, if you’re listening to this and you’re like, I gotta do better on my organic or maybe I need to tie back my leads into going to follow me on social media. But if you can do one thing and that is just determine and document what your is, then you’re able to repeat that and stick to that. And that should be your number one goal with organic content is just, I’m gonna create some form of consistency and consistently put out valuable content. And like I was saying, that’s gonna help your ads.

That’s gonna help your nurturing. That will hopefully diversify your traffic and allow you to have more traffic coming in from organic sources. But if your one goal that’s gonna drive, everything is just create process, make a commitment. How many times am I gonna post? How many new pieces of content I am I going to create? What does my schedule look like? And then just plan it all out and batch it. It sounds so simple, but so many are not doing that. And that will bring so much clarity and take away that overwhelm that you might be feeling around your organic content strategy. And then the final thing is one mistake that people always make like with any, anything in business, but also especially organic content is they hear something like this podcast episode. And they’re like, okay, I need to really up my organic content game.

I’m gonna post seven times a week. I’m gonna be on four platforms. I’m gonna do a podcast three days a week and they way overcommit them ourselves. And so it’s hard to not do that. I get it cause you guys are often over achievers, but just think through one, what are the goals like if you’re going to up level your organic content strategy, if you’re gonna pursue your organic content strategy, what’s the main goals? Is it to grow your following and to grow your leads in sales, coming from organic? Or is it just to be consistent to have a brand presence to nurture your leads? And if it both, which one is more important to you and then based on that, what’s the minimum effective dose that you can do to meet those goals? Like, is it, I need to post at least just two times a week.

That’s my minimum effective dose. If I do more, that’s awesome. But I am at the bare minimum, no questions asked committing to this is that two times a week post is that one form of main, great content like a podcast every week. Like what is that minimum effective dose? Because the results aren’t going to come from you having a massive volume of work and just putting things like I’m just gonna do all this just to do it. It’s gonna come from being intentional with that and making sure that everything you do is tied back to your goal. So we can’t do anything until we’re clear on like, what is our goal with our organic and our content strategy. So get clear on that, tie it with a process. And then your ultimate goal is to create this ecosystem of market success and actions you’re taking to drive traffic from all different places.

In an ideal world, you have organic leads, you have paid leads, you have organic sales, you have paid sales and you have a lot of things happening so that you’re getting sales from multiple places to your main offer. And you’re diversified in that way. And then also that you’re maintaining at the minimum of brand presence because that is important today. You can’t really be compared as a, a high level brand or somebody that somebody wants to trust if you don’t have that. And so that, my answer in short to these questions that people are asking is yes, organic strategy is important, but it doesn’t have to be overwhelming and you don’t have to over commit. All right, everybody, I hope this was helpful for you guys. We have some exciting things coming on the podcast. Last month I did a series where we did some bonus episodes, all related to a specific topic.

And I did the great reset series last month, where I was sharing kind of the whole last year’s story of my business and how we turned it around and the actions we took. So actually starting next week, we are doing another series that is gonna be really cool. It’s gonna be about having the most optimized business. So I’ve had the last two months in my business, the best months ever after coming out of a year, that was like really bad. So December and then January, top, December were incredible months in my business. So I decided to do a series about having a successful business and kind of my formula across the board from strategy to marketing, to leadership, to personal growth, to team building and just sharing it all with you guys in five different episodes. So that’s coming out next week.

You’re already listening to this podcast, so you’re probably subscribed. So just look out for those episodes. I’m super excited about it because a lot of you guys, when I pulled my audience and ask like, what do you want to know more of you like hearing those bigger picture strategy, things that even go beyond marketing, but are also like business strategy. I mean, I have a team of 23 employees. I’ve grown my business to multiple seven figures. I’ve been through a lot. I definitely don’t know it all, but I have a lot of experience in perspective, and specifically, I have been able to pull us out out of a not great time and create incredible success. And I also know that’s not the last time I’m gonna have to do it. So I kind of like a process and a formula and how I follow that. And so I’m gonna be sharing that next week on a bonus series. So stay tuned for that. And I’ll talk to you guys next week.

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