Let’s have a candid conversation about the elephant in the digital room. For years, we’ve been sold a dream: that with a smartphone and a free Canva account, anyone can build an empire. We’ve relied so heavily into the "free" digital world that we’ve forgotten what marketing actually is.
If your strategy is currently "post and pray," I have some sobering news for you.
The Verdict: Organic Reach is Structurally Dead
In my view, the idea of free digital marketing isn't just "dying" it has been effectively decommissioned by the platforms we rely on. We are living in a "Pay-to-Play" era where major networks like Meta and Google have matured into gated communities.
The numbers tell a story of intentional suppression. Recent data shows that the average organic reach for a Facebook business page has plummeted to a meagre 1.1%. If you have 1,000 followers, maybe 11 people see your update. On Instagram, the outlook is equally grim.
But it’s not just the algorithms working against you; it’s the audience. Studies into consumer behaviour suggest that avoidance rates are skyrocketing, particularly when an SME posts generic content on Facebook or Instagram. We are seeing a "scroll-past" culture where users are psychologically tuned out to anything that looks like a standard digital advert. When you post a templated graphic, you aren't just fighting an algorithm; you’re fighting a wall of indifference.
The Great Marketing Imbalance
In our rush to be "digital-first," we’ve become "digital-only," often at the expense of traditional marketing. We’ve traded the tangible impact of physical presence, direct mail, or high-level networking for the dopamine hit of a "like" that rarely converts to a lead.
Marketing is far more than a grid of images. To me, it is:
- The Message: What are you actually saying?
- The Delivery: Is it landing where your audience actually lives?
- The Quality: Does it look like a template, or does it look like an authority?
Using free tools is fine for execution, but a tool is not a strategy. Content with "purpose" is the buzzword of the day, but if we’re honest, all our content should have a purpose. If it doesn't hit the mark, why are we surprised?
The Pivot: From "Traffic" to "Trust Systems"
If "free" is dead, what’s alive? The answer lies in Authority Engineering. I believe we must stop chasing the fleeting ghost of "traffic" and start building systems that generate genuine trust.
1. Build on Owned Land
Algorithms can change overnight, and they don't owe you a living. I advise shifting focus to assets you actually own:
- Email, Podcasts, and SMS: Direct lines to your customers that no "feed" can throttle.
- Video and Audio as Key Elements: This is the way forward. Audio and video are high-trust anchors. They allow your audience to hear your tone and see your face. It builds a human connection that a static post never will.
2. Engineering Authority
The sheer volume of content, now amplified by AI tools, makes it nearly impossible for organic content to stand out. To be seen, you must focus on building a reputable brand, not just chasing SEO keywords. I focus on Authority Engineering—making sure AI tools and search engines prioritise and cite you because of your high credibility (reviews, PR, and mentions).
My Thoughts
In my opinion, free digital marketing has been dead for some time; most people just haven't looked at the receipt yet.
I help people make content and create communication strategies that actually engage. My goal is to help you spend less time on content, but ensure the content you do create actually works.
Is your current strategy building an audience you own, or are you just renting space on a platform that’s trying to evict you?
Nic.