Paid Advertising vs Organic

Lisa Nolan on May 24, 2020

Businesses often question whether they should put more time and investment into their Organic Digital Marketing Strategy, or their Paid Digital Marketing Strategy. The reality is that both need to work in tandem with each other, in order to achieve the best results and grow your business.

Organic Digital Marketing Strategy

There are a number of factors to consider when planning your Organic Digital Marketing Strategy which can include SEO optimisation, keeping your website content up to date and relevant while also posting useful and engaging content to your Social Media pages.

Often the first place a consumer goes when they want to learn more about something is straight to Google Search to find the businesses website or to their social media pages.

This means the first step in the process should be that your website has all the relevant information with great content and that your SEO is optimised.

Secondly, your social media content should tell your brand story and very clearly outline what you offer and why your business stands out from the crowd. Your content should be engaging and spark interest the minute a new customer lands on your page.

What are the benefits?

First of all, it costs you nothing, so a well thought out organic strategy can give you a higher return on your investment since there are no direct costs involved.

The aim is to provide consumers with all the relevant information, while also providing content that connects with them on an emotional level to add to the top of the sales funnel, so that your business will be front of mind when they arrive at making the purchase decision.

What’s more, this also plays a major part in paid advertising. It drives more visitors to your website and more engagement on social media pages and both audiences can be used very tactically in paid retargeting campaigns both through Facebook and Google advertising.

Paid Digital Marketing Strategy

The main factors to consider when planning your Paid Digital Marketing Strategy are Google and Facebook advertising.

Google accounted for 75.74% of worldwide desktop and laptop searches and 86.11% of mobile search traffic (lyfe Marketing). Facebook has 2.41 billion monthly active users and is the third-most visited website (Hootsuite)

So it is clear why more and more businesses are turning to these platforms for advertising. But it isn’t as simple as just switching on a button. A clear and well thought out strategy that works simultaneously for both platforms needs to be planned and refined.

A number of factors need to be considered such as your local area, your target market and their behaviours both on and offline. A strategised campaign for your local area needs to be implemented and optimised regularly to cut through the noise and get the optimum results to grow your business.

What are the benefits?

First of all, paid advertising gets you fast results that can instantly support your business. What’s more, this is measurable and actionable data that allows you to gather market insights and to clearly assess your return on investment.

Paid advertising accommodates any budget, no matter how big or small! Different strategies can be implemented to get the highest return on your investment. Lastly it allows you to increase your reach, be more specific in your targeting and boots your brand awareness.

Paid advertising might seem like the more favourable option but it is important to remember that having your organic and paid strategy working together is a longer-term solution that will help you get a higher return on your investment if done right!

*__If you have any questions on your Organic and Paid Digital Marketing Strategies, get in touch today! __

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