Sponsored by

Hey Entrepreneur,

Today, I want to share some invaluable insights on building an organic marketing engine for your business, a topic that's crucial for sustainable growth beyond the realms of paid advertising.

Many of you might be heavily reliant on paid channels like Google and Facebook for lead generation.

While effective in the short term, this strategy becomes increasingly expensive and less efficient as you scale.

I recently came across a discussion between Kit Bodner, CMO at HubSpot, and Kieran Flanigan, CMO at Zapier, that shed light on how to transition from a paid-centric approach to a more balanced marketing strategy.

The Pitfalls of Paid Advertising

The conversation began with a story about a founder who successfully grew his startup to over $10 million in revenue through paid advertising. However, he recognized the unsustainable nature of this growth model due to the high costs and diminishing returns on ad spend. This is a common scenario many of us face as we scale our businesses.

Understanding the Burst Test

A key takeaway from their discussion was the concept of a "burst test." This involves temporarily increasing your ad spend to determine the maximum effective budget for paid channels before the returns diminish. This strategy helps identify when and how to diversify your marketing efforts to ensure long-term growth.

Building a Search Total Addressable Market (TAM)

Another critical point was the importance of understanding your search TAM. This means identifying how many people are actively searching for solutions your business offers. By expanding your focus beyond just brand and product searches to include educational topics related to your product, you can tap into a larger audience.

Content Strategy and Mapping

Creating a content strategy that aligns with the customer's journey is essential. The goal is to produce content that not only attracts traffic but also guides potential customers towards your product. This involves creating top-of-funnel (TOFU) content to attract visitors, middle-of-funnel (MOFU) content to engage them, and ultimately converting them into leads or customers.

The Importance of a Growth Model

Planning your content production based on a growth model is crucial. This model helps forecast the content needed to meet your business goals, understanding the output of content production, and its impact on traffic and customer acquisition.

Diversification of Marketing Channels

Finally, diversifying your marketing channels is vital to reduce reliance on paid advertising. Like any strategy, it's about finding the right balance. While paid advertising can provide quick growth, it's essential to build a sustainable marketing strategy that leverages both organic and paid channels for long-term success.

I hope these insights help you rethink your marketing strategy and encourage you to explore new avenues for growth. Remember, the goal is to build a marketing engine that not only drives immediate results but also ensures the sustainability and scalability of your business in the long run.

Cheers to your success,

Andrew Darius

P.S. MarketingHub AI was just released. Learn more here

AI-Powered Creativity

Instant, polished presentations powered by AI. Impress your audience effortlessly with Gamma. Engage users on any device. Measure engagement, get quick reactions, and collaborate seamlessly.

Try for free.

Don't want to miss an issue? Follow Marketing Briefings Telegram channel here.

To ensure our emails always reach you, please add us to your address book, whitelist us, and move our emails to the Primary tab in Gmail. This helps prevent our emails from being blocked or sent to spam. If you no longer wish to receive our emails, you can easily unsubscribe by clicking the link below.

Upon engaging with this document, the reader hereby acknowledges and agrees to the terms and conditions set forth herein: The content provided herein is to be construed as the expression of opinions and not as professional advice. The reader assumes full and sole responsibility for the utilization of the content contained within this document. Furthermore, the reader agrees to indemnify and hold harmless Marketro LLC, along with its members and affiliates, from and against any claims, losses, damages, liabilities, and expenses that may arise in connection with the use of the content herein.

Should the reader decide to make a purchase through any link provided in this communication, it shall be understood that there exists an affiliate relationship between Marketro LLC and the provider of the product or service being purchased. Consequently, the reader should presume that Marketro LLC will be compensated through commission. It is strongly advised that the reader conducts their own due diligence and independent research prior to making any purchase.