It can feel like a David and Goliath scenario.
As a startup, you may be tempted to look at the established giants in your niche and believe you have no chance of beating them. They have the reputation, reach, and budget to acquire和保留客户。
But if the biblical allegory teaches us nothing else, it does demonstrate that一个明智而精明的失败者可以击败一个感知的冠军.
Easy? No. Quick? Nope. But 100% doable.
What is organic growth?
Organic growth refers to growth as a result of efforts achieved through internal efforts within a company, such as by means of creating higher-converting marketing content, increasing sales, and retaining more customers. Essentially, organic growth is growth that's achieved by the company, versus growth that's achieved through mergers and acquisitions or rounds of funding.
Organic growth generally achieves a higher rate of return for companies, but takes longer to achieve because it involves upfront marketing, sales, and customer service investments.
The black and white statistics for startups and new businesses can be a bit frightening at first glance:
- Abouttwo-thirds of businesses never see their tenth anniversary
- 大约80% of startups don't survive past a year
- Venture-backed startups have a75％故障率
You need to change the narrative. Put another way, one-third of new businesses make it to ten years, 20% of startups survive past 12 months, and 25% of venture-backed startups flourish and see a return-on-investment.
Failure is a part of doing business, and the原因有所不同: insufficient or lack of market research, poor planning, not enough capital, bad or misguided marketing, outcompeted, no demand, expanding too fast, and on and on.
You've got to plan and work for success. You've got to hustle.
Ready? Let's do this.
1. Invest in a long-term content creation strategy.
- 更长的博客文章生成9x more leads比较短的
- 每领先的成本下降多达80％within just five months of switching to content marketing, and it generates 4x more leads per $1000 spent within three years
- 93％most successful businesses are extremely or very committed to content marketing, 76% of them use it to nurture leads, and 73% use it to build loyalty with customers
- Diversify your production beyond just written content (blogs, ebooks, articles): 64% of marketers have增加了他们在视频，网络研讨会和现场流的预算在过去的一年中.
- 创造detailed buyer personas和deliver the content they want to the places they spend their time online.
- High-growth businesses are2x as likely to conduct research并且具有明确定义的利基市场的可能性高75％。
- Consistentlycreate and share high-quality, useful, valuable content to organically grow your audience and reputation.
Don't be intimidated by the big guys. They may have an existing audience and catalog, but their success can sometimes work against them. Maybe they've grown complacent. Maybe they don't put a premium on growth anymore. Maybe retention is not their strong suit.
As a startup, you can't outspend them, but you能够out-hustle them. You能够innovate, experiment, and think outside the box in a way that may either be impossible or ridiculously slow to implement for them.
创造better content. Visit the blogs of the biggest businesses in your niche, and you'll likely see the same subjects, topics, categories, and even headlines. This “me-too” stuff is safe, but boring, and you'll never stand out if you follow their lead.
Identify what works – an online search query or tool likeBuzzSumo能够instantly show you – then改进并扩展它. Take it in a different direction. Make a video rather than an article. Share it with the people that made the inspiration piece so popular.
Cultivate your reputation astheexpert for Topic X, and leads, customers, and fans will eventually come to you as your reputation grows.
3. Strategize for growth, then execute.
仅有的39% of marketers have a documented content marketing strategy. That's an opportunity for you.
To optimize for growth, build your strategy aroundpillar and cluster contentfor better SEO, user navigation, backlinks, and more.
At Mailshake, we spent time, money, and effort creating ourCold Email Masterclass和电子邮件外展剧本. These are pillar pieces: they generate a lot of traffic, increase time on site/page, and produce a lot of quality backlinks and engagement.
Both the search engines和游客喜欢支柱和cluster contentbecause it's easier for both to understand a subject and find what they're looking for. That's a major win for you.
建造your content strategy around pillars and clusters from day one, and you're primed to drive massive organic growth.
4. Build relationships.
There are literally billions of people online. Audiences of thousands or millions already exist for others, and they're in constant need of quality content to share with their group.
You can use that to your advantage.
建造mutuallybeneficial relationships with editors and other content creators in your industry and niche. Using theVoila Norbert email finding toolis a must for building these relationships effectively. Leverage those relationships to get your content seen by a wide and far-reaching audience.
Make a list of the movers and shakers – both individuals and websites – in your niche. Those are the big fish. Set that aside for now.
列出另一个不为人知的创造者。Conduct a search query for the keyword or topic of your latest piece, and jot down the names and sites on theSERPs那你don'trecognize.
那些是另一种渴望增加听众的小鱼 - 就像您一样 - 它们会渴望使用yourcontent to do so.
Follow and engage with them on social media. Leave a comment on their latest blog post. Give them a compliment on a recent achievement. Share their best stuff with your audience. Find a broken link on their site and let them know.
Cold email is the best way to automate this outreach, and most providers allow you to personalize at scale. Don't forget tofollow up if you don't get a response. And then follow up again. And again.
Once the relationship is underway, include and link to them in your content, and notify them. They'll be happy to share. Ask them for a quote, a quick Q&A, or a longer interview. Pitch a guest post idea.
Help them, and they'll help you. Eventually, you'll be sharing each other's content without being asked.
Once you've established a network of small and medium-sized fish, you can start reaching out to the big ones from earlier.
5. Use technology to work smarter, not harder.
Avoid competing for the highest-volume keywords, and instead focus on the lower-volume – but higher-converting – ones. Theselong-tail keywordsare easier to target and better reveal searcher intent.
Master the three dimensions of organic growth:investing, creating, and performing.
That's the takeaway.
To learn more, read our list of moregrowth hackingstrategies to try.
Originally published Nov 21, 2018 7:30:00 AM, updated June 14 2021