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The grassroots marketing strategy has been around for a very long time! Are you taking advantage of it for your business model?

We’re going to dive into what’s behind a grassroots marketing campaign. We feel it’s so much more than just a campaign, it’s a great business tactic that, when done correctly, helps you grow exponentially.

Grassroots marketing has an impact when you fine tune your target market, implement your tactics with high effort and continue to be genuine and true to your brand. Sound easy? Maybe not, but we’re going to review the strategy, tactics and tips for success!

What is a Grassroots Marketing Strategy?

We’ve heard the term grassroots marketing, but do we really know the meaning behind it?

According to Chron, Grassroots marketing, sometimes known as guerilla marketing, starts from the ground up. Instead of casting a wide net out to all, you target your efforts to a small group in the hopes they will spread your message to a much larger audience.

At Bramework, we love grassroots marketing! We know a thing or two about starting from the ground up – we built our business on it. That would be the business of blogging. We help agencies write blogs faster, smarter and help to optimize their reach daily. We know a thing or two about blogs and our mission is to help bloggers everywhere make their content better.

Let’s dig into more about the wonderful grassroots strategy to see how it can help your business grow.

Starting from the ground up is grassroots marketing at its core. Check out this guide on strategy, tips and benefits by @bramework and increase your brand awareness – STAT! #grassroots #contentmarketingstrategy Click To Tweet
Grassroots marketing plant your seed

The Benefits of Grassroots Marketing

Marketing by word of mouth has been around for ages, however, its effectiveness is based on how the message is delivered and how fast it gets there. Because of the wonderful world wide web, messages become viral very fast. This boosts the effectiveness of the marketing technique.

A huge benefit of grassroots marketing is that it uses social media tools that already exist to keep your costs down. Twitter, Facebook, Instagram, and LinkedIn are all free! Along with hundreds of other social networking tools that you will use to hit the ground running. No pun intended.

BONUS: It often costs less than more conventional marketing efforts, and can produce big results.

Another benefit of taking a grassroots approach is that it increases your reach and builds brand awareness. This tactic builds trust and helps you to scale based on reputation.

The best part is that it reaches a highly targeted audience, if that’s what you’re looking for! It’s always nice to have a voice in your targeted niche.

Blogging is a crucial part of a successful grassroots marketing campaign. Keep writing!

Strategy for Success in Grassroots Marketing

Here’s where it gets fun! Grassroots marketing often uses non-traditional methods. It requires a unique mindset! You will need to think outside the box and step out of your comfort zone to be successful with a grassroots campaign.

Here are some strategies to kick off your very own grassroots marketing campaign:

  • Be everywhere your audience is – online or in real life.
  • Blog on current trending topics – be consistent and real time.
  • Make friends with public relations – get on the media wave and try a press release.
  • Tune into chats, lists and convos on Social Networks – Twitter and Facebook are great for these.
  • Be alright with ads – budget for a small Facebook or Google Ad for a short period (ain’t no shame in a little promotion).
  • Build events – virtual or in person, just build them and they will come.
  • Never underestimate the handwritten card – send those notes out to the world.
  • Crowdfund to raise money – get your fundraising hat on and wash some cars!
  • Donate! Support a good cause – pick a charity, any charity!
  • Pitch a viral video series – consult the YouTube experts on this one.
  • Share your personal story – blog about your journey, your shortcomings and your wins.
  • Embrace groups – LinkedIn and Facebook are groupings galore!
  • Give away a lot – swag all day!
  • Write guest posts – offer to write on other sites and vice versa.
  • Make friends with Influencers – get some shares from powerful people.
  • Partner with local, national and international peeps – start offering services and swaps with your community.
  • Webinars, workshops, interviews and podcasts, oh my! Get ready to offer them all – make the time!

Do you notice something that is at the core of most of these strategies? It’s your blog! Content is a core component of grassroots marketing. There are so many benefits of blogging.

Now that you know that the blog is the core of your grassroots campaign, it’s time to find some time. Finding the time to learn the best way to blog is what we did for you at Bramework. The team created our unique blog writing tool to save you time and energy. Write your blog in minutes, not weeks!

Planning a marketing strategy for blogging

Examples of Successful Grassroots Strategies

There are some epic examples of successful grassroots marketing strategies out there! It is always truly amazing when you read about a bootstrap company making it big from one simple action. It’s these examples that give us hope for the future!

Check out these two great stories about grassroots marketing success:

Habitat for Humanity 

Habitat For Humanity is a nonprofit housing organization has a mission to keep people housed. They feel everyone should have a safe, decent and affordable place to live.

Goal: To raise awareness of its purpose – humanity! They truly just wanted to get their message out there about what they do and how they can help.

Social Channels: YouTube, Facebook Google+ and Twitter.

Strategy: They launched the “Use Your Voice” video featuring an animated boy “Theo” that was great! It caught on like wildfire – you should check it out. Also, affiliates were able to add in their own URL at the end to lead to their local websites.

Impact: “Use Your Voice” became the most watched video of theirs in 2014, and was even dubbed in several different languages across the world. The video brought Habitat for Humanity into feeds all over the globe where they could spread their message organically.

Organic Trade Association

The Organic Trade Association (OTA) is helping consumers understand the organic food trade! They help companies involved in the organic food industry in North America. Members include farmers, processors, certifiers, importers and exporters, and retailers.

Goal: To get more fans of organic! To debunk myths about organic food being bad, including that it’s too expensive and that it doesn’t matter where your food comes from.

Social Channels: All! Facebook, Twitter, Pinterest, Instagram and LinkedIn

Strategy: Hashtags! Using the hashtag #OrganicFestival, the OTA spent 10 days blasting various social media channels with research-based facts about organic food.

Impact: They estimate reach of over 15 million social media engaged followers and made 207.5 million impressions online. More than 24,000 people shared the post organically and it went officially viral. That’s a win.

A grassroots story that is rooted in passion will have a positive impact! Go big!

What Costs are Involved in Grassroots Marketing?

Like any marketing campaign, there are costs to getting a grassroots strategy off the ground. Nothing is free in this world!

Make sure to budget for things like:

  • email marketing software
  • social media automation tools
  • printed items
  • staffing
  • ads
  • public relation services
  • brand ambassadors
  • sponsorships
  • charitable donations

There is no set amount that you will need to focus on for budgeting, however, it is important to factor in these tools. Whichever you feel is the most important to your campaign, be sure to put that at the top of the cost list. These costs can range from a few hundred dollars monthly to thousands, unless you get creative with free options.

crowd cheering about grassroots strategy for marketing

How to Target your Efforts

Grassroots campaigns are extremely affective for highly targeted audiences!

The good news is, that with a successful grassroots strategy in place you can become a trusted authority with your audience. So how do you target your efforts? By fine tuning your reach first!

Once you’ve defined your audience, find out where they consume content. Research where they hang out, what they share and who they engage with. This is your path to becoming a part of their world.

A few examples of targeting your grassroots efforts are as follows:

  • Participate in local events
  • Run specific discounts
  • Give freebies away to a certain social channel
  • Write blogs around a highly targeted niche
  • Create custom advertisements
  • Generate emails based on your audiences likes

These are just a few ways you can start to target your efforts in a positive way! Keep in mind, there are a lot of ways you can target your efforts wit your blog as well! Be sure to check out this article on how to build links and partnerships as well.

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Bramework Wrap Up: Grassroots Marketing Strategy

Building something from the ground up can be overwhelming! With a solid grassroots marketing strategy you can turn the stress of it all into a fun experience.

We learned that blogging is a huge part of this strategy! Your blog is the cornerstone of a successful grassroots campaign and it should be done right. The blogging builder at Bramework was designed to help you create content faster and well, better. With our keyword analyzer, you will be able to create blogs (that have a huge impact) in minutes, not weeks.

We are dedicated to helping your content become the lead magnet your business deserves. Blogging doesn’t have to be a chore, it should be a solid part of your marketing strategy!

Did you learn something about grassroots marketing today? Share your thoughts, feedback or experiences with us!

Image credit: unsplash.com, bramework.com