Organic is dead. Both audience building and reach. Reaching an audience is mostly contingent upon the ability to address a preexisting audience. New brands will have an increasingly harder time getting started and putting themselves on the map.
Not bad for consumers. Advertisers will have a more challenging time reaching prospects. When they eventually do, the targetting and offer itself will have to be significantly better than most spam received today.
Below are three things you can do to combat declining organic reach.
Find your personal or start-up’s collective voice. Make sure it’s authentic and unique, which is perhaps more straightforward than you think. Herb Kelleher, the founder of Southwest Airlines, once famously said: “We have a strategic plan — it’s called doing things.” Create (content) first, strategize later.
Niches will become increasingly “narrow,” hence more specialized. If you can’t find an ultra-niche, create one.
Leveraging other people’s audiences will further solidify its position and importance as a growth principle. Paying influencers will see a decline due to consumers seeing right through the smoke curtain. However, using an individual or company’s audience — in a mutually beneficial way — will continue to grow in importance.