Fertilizing Your Marketing: Organic vs Artificial

I've planted a few lawns, a couple more than once. And I've seen different results.

Sometimes I used the chemical weed and feeds for fast growth and results. But, in those lawns, there were no robins plucking worms.

Conversely, I planted a yard with high quality seed and soil enhanced with organic compost. Took a while, but after some time, every morning, I'd see robins picking about 2 dozen worms from the yard. Pretty cool.

Marketing/advertising is like that. Especially inbound marketing. It takes time for the results to establish themselves, but once they do, the robins come because they know there's "good content". Word spreads, and more robins show up. At a certain point, I didn't have to do much more than mow it, do a quick aeration and add a layer of compost in the fall. Eventually, the weeds get crowded out by new grass (you can overseed if you want).

With the chemicals, we got quick growth, very green, no weeds. But no robins. No life. Nothing to come back for time after time. The "good content" of green grass and no weeds was just window dressing for me, the owner. It actually didn't provide much value other than some empty pride in a green, full lawn. But I wouldn't roll in it.

That's kind of like the quick results some folks tell you they can get for you on the web. And even legit people who set up pay-per-click advertising for you may not tell you that unless you have good content on your site, most of those who click through to your site leave quickly.

There is a middle ground here depending on your needs. But again, the "good content" that provides a healthy environment for worms and thus a feeding ground for the robins is still key to focus on. In the lawn metaphor, we sometimes pulled selected weeds or sprayed chemicals once to kill unwanted ones and then planted new grass. The goal was still to get to a healthy point of sustainability. Your marketing efforts should do the same.

Here are three quick things to remember when tending the yard called "marketing":

  1. If you choose the organic growth, pack a lot of patience. Selective use of boosters such as pay-per-click ads and email campaigns can be quite useful to establish a good following.
  2. If you want fast growth through ads, links and get-found-fast schemes, make sure your content is worth sharing with others and has value beyond the "Free Estimates" offer.
  3. Use analytics to note where your "robins" are coming from and do more of what you did to get them to your site.

So what kind of marketing "lawn care" person are you, organic worm provider or quick-fix-green-weedless-good-looking-but-wouldn't-roll-on-it owner? Or somewhere in between?