Both paid and organic marketing have a place in your marketing strategy, but what are they and how can you get the most out of both methods? Read on to learn more!
Organic Marketing is less costly than paid (hence the name). Instead of spending lots of money on ads, with organic marketing, you’ll find yourself expanding your social media presence and content marketing (like blog articles, videos, or social media posts). Old-school word-of-mouth falls under this marketing category, as does search engine optimization. Also worth noting is that organic marketing may be lower in cost, but it does take quite a bit of time to work this strategy effectively.
If you choose to incorporate this type of marketing into your strategy, you’ll likely pay for things like blog article writing/editing, video editing, social media post writing and management, and the tools to get them done well. You’ll also (technically) pay with your time, as organic marketing is all about building relationships— making connections on social media, responding to questions on a Facebook post, and creating effective videos that help your audience in some way.
You’ll find that organic marketing, although time-consuming, is necessary in helping you build the relationships that are critical to your long-term success as a business.
People looking to purchase your product or service will likely find you through an internet search, or they could stumble upon you when seeking information. That’s why your blog, your search engine optimization, and your social media are important because they lead people to you through organic means.
To establish effective organic marketing, you’ll want to consider the following methods:
Unlike organic marketing, paid marketing has a higher initial cost. It involves paying for ads, whether on social media or on search engines, and it takes much less time than organic marketing, with typically further reach.
You may be wondering what you’re paying for. Of course, as we talked about above, you’ll be paying to post ads in various places in order to reach as many potential customers as possible.
But there are other costs that are associated with those ads. Think of it this way, for each ad that you post — let’s say, on Facebook, for example — you’ll need to create a product or landing page so that interested customers can make a purchase. Depending on the size of your business, you may have a dedicated staff member or team for these projects. If not, you’ll need to hire a freelancer or company to complete these projects for you.
Also, you’ll need the tools to analyze the results of your ad strategy. Of course, these tools are worth their weight in gold as they allow you to determine your ads’ effectiveness and pivot your strategy if need be.
Unlike the long-game of organic marketing that involves waiting on potential customers to engage with your content, paid marketing is a push — on your part — that gets quick results.
To establish effective paid marketing, you’ll want to consider the following methods:
The short answer? Yes. It’s a good idea to diversify your marketing techniques to reach a larger audience and get more predictability in your opportunity pipeline. Each person who engages with your brand is different, and different strategies may work with different folks.
Whether your blog article is the hook or whether your paid social media ad brings in a new customer — either way, you’re making a sale, so incorporate both paid and organic into your strategy and tweak them until they work just right for your business.
Your job as a business owner, is to develop a marketing strategy that leverages both long term and short term contenting. Organic marketing leverages long term marketing strategies like search engine optimization, content marketing such as blog posts. It requires an investment of time – and is often considered free. Because it requires an investment of time – it’s not free but it does have a longer term impact. Done right it can have significant long term impact on your business.
Paid marketing is where you pay for advertising for immediate impact. It can be turned on and off based on short term marketing needs and the ability of business to handle new business. This SalesForce article does a great job of explain why paid and organic marketing matter.
Both paid and organic marketing are important components of your marketing strategy and when used together can help you drive consistent revenue.
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