What is Grassroots Marketing?

In order for your business to succeed, it is likely that you will need to undertake various digital marketing tactics. One strategy you might try as part of your marketing effort is grassroots marketing. But what is grassroots marketing? In this article, we will tell you everything you need to know about grassroots marketing and how you can use it to make a name for yourself or your business.

grassroots marketing

What is Grassroots Marketing?

First, let’s define grassroots marketing. Grassroots marketing is a strategy where marketers target just a small niche group of people in the hopes of successfully persuading them to then share your message organically. Rather than needing to tell so many people at once, instead, marketing professionals spread the word to a smaller group of influencers. Influencers are individuals with large followings, traditionally on social media, who affect the way their followers think and the purchases they make. Grassroots marketing is used in business, in politics – you can harness the power of grassroots marketing and use it however you want!

History of Grassroots Marketing 

Though now we traditionally associate and perform grassroots marketing with technology like computers and phones, grassroots marketing is not a new idea or practice! Grassroots marketing has been around since long before the World Wide Web. Word of mouth was traditionally how grassroots marketing was used. It has simply been modernized to fit the latest world of digital marketing.

Examples of Grassroots Marketing

Here are some examples of how you can use grassroots marketing to grow your own business:

  • Word of mouth
  • Client commercials
  • Offering product samples
  • Taking advantage of local community events
  • Sponsor prizes for a local contest
  • Offer referral bonuses
  • Utilize social media
  • Partner with other businesses
  • Run charity events
  • Blogging
  • Getting media attention

what is grassroots marketing

What are the Benefits of Grassroots Marketing? 

There are several benefits you should know about before you get started with your first campaign. They include cost efficiency, the ability to quickly find several loyal customers,

Cost Efficiency 

As far as marketing strategies go, grassroots marketing is extremely cost-efficient. We know that it’s important for you to spend your marketing budget wisely. The main benefit of a grassroots marketing strategy is that it is cost-efficient, especially for companies on a budget. It has the potential to find you plenty of new leads, without having to spend lots of money.

Quickly Find Lots of Loyal Customers

It is tough to find a marketing strategy that will help you find lots of customers in a short amount of time. However, many companies have found success doing exactly that with a grassroots marketing campaign. When a grassroots campaign works well, your business not only gains more brand awareness, but also loyal customers.

Work Your Campaign Locally

Grassroots marketing campaigns work best when they start small and local. You can start getting the word out in a grassroots fashion about your business by participating in your community and local events. This is just one more inexpensive way you can increase awareness of your company in your local area.

Utilize the Voices of Others

The way you make a grassroots marketing strategy work is by utilizing the voices of those with large followings to help amplify your message. If you find the right influencers who have followings that include your target audience, it can go a long way towards making your business successful. Rather than immediately focusing on building your own social media following yourself, all you need to do is find the right people to help spread your message for you.

grassroots marketing campaign

Guerrilla Marketing vs. Grassroots Marketing

Sometimes, the terms guerrilla marketing and grassroots marketing are confused or used interchangeably for each other. However, the two terms have vastly different meanings. Both are marketing techniques designed to reach as many people as possible. Let’s discuss the similarities and differences:

What is Guerrilla Marketing?

Guerrilla marketing is an advertising tactic in which a business uses surprising or unconventional actions in order to promote their product or service. In other words, it involves connecting with customers in a unique way in order to create awareness and interest in your brand. The concept was first discussed in a 1984 book by the “father of guerrilla marketing,” Jay Conrad Levinson. The book is titled “Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business.”

How are Guerrilla Marketing and Grassroots Marketing Similar?

There are some similarities between guerrilla and grassroots marketing. Both involve talking directly to potential customers in a creative and different way. In fact, guerrilla marketing tactics can even be part of a larger grassroots marketing campaign.

How are Guerrilla Marketing and Grassroots Marketing Different?

The main difference between guerrilla marketing and grassroots marketing is that guerrilla marketing is a tactic. On the other hand, grassroots marketing is a strategy. Grassroots marketing is the term used to describe the overall marketing campaign, whereas guerrilla marketing is more specifically an action undertaken as part of that campaign. It is important not to use the two terms interchangeably.

grassroots marketing examples

Why is Grassroots Marketing Important?

Though we now often associate grassroots marketing with social media and influencers, it has actually been around for as long as famous people have been recommending products. Grassroots marketing is important because it creates a brand loyalty to products that might not exist without the recommendation of a famous or important person.

How to Start a Grassroots Marketing Campaign

If you are interested in starting your own campaign, there are several ways to go about it. it is important to make a plan before you get started. You can also work with the experts at a marketing agency like SEO Design Chicago to help you create and implement your campaign. Here are some steps to help you get started with grassroots marketing:

  • First, determine your target audience and conduct research about them.
  • Next, find out as much as possible about your specific audience. This includes finding out which influencers your audience follows and is interested in.
  • Third, create unique, quality content to appeal to your target audience.
  • Finally, spread the content to a small group of selected individuals who already have the attention of your target audience, and ask or pay them to share your content.

Optimizing your Campaign

If you want to draw attention to your grassroots campaign, it is imperative to make sure that every aspect is optimized. If someone hears about your brand through an influencer, and then Googles it, you want to make sure they can find your website right away. How do you do this? Through search engine optimization.

Create Web Pages for your Campaign

The first step is to make sure that there is exciting content on the internet for your potential loyal clients to find. Make sure your website is current, up-to-date, and full of calls to action and other unique content that will draw your customer in further.

Make Sure your Site is Mobile-Friendly

You need to make sure your website is as user-friendly as possible so visitors don’t immediately leave your site, never to return again. This includes ensuring that your website is mobile-friendly, since so much web traffic comes from phones these days.

Use SEO Strategies

There are several other SEO strategies you can utilize to help more potential customers find you. For example, you can use location-based keywords and create unique web pages full of visual content, like infographics and optimized images.

grassroots marketing strategy

FAQs about Grassroots Marketing: 

  • Who benefits from grassroots marketing?
  • Are guerrilla marketing and grassroots marketing the same?
  • What are some kinds of grassroots marketing?
  • What is the meaning of grassroots marketing?
  • Is grassroots marketing expensive?

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