Organic V/S Paid Marketing: Does It Really Matter Where to Invest in 2020

Organic V/S Paid Marketing: Does It Really Matter Where to Invest in 2020

What is Organic?

Organic search results are determined by a search engine algorithms and are based on the merits of each site.

-Organic Search

Organic marketing 101

Natural – Authentic – Value-Based – Over-Time-Awesome

Organic marketing is used to create a brand, increase interactions with your customers, educate the people and convert blog readers, and drive traffic to landing pages, your website, and many more. You may have also heard it by another name: inbound marketing.

“While organic marketing is undoubtedly effective, it is a long-term strategy”.

Source: Digital Impact

People find your business through blogs, search engines, and social media. These all work together as part of your organic marketing and gets you the best outcomes. Here’s an example of this in action:

• Every month, you publish a variety of SEO-optimized blog posts for your website that are closely aligned to what your customers care about, your products and services, your business day-to-day, and even the broader industry in which your business operates.

• You then share those posts on social media – tagging influencers and brands where appropriate – and also use this content in the weekly or monthly newsletter to subscribers.

• When that’s all said and done, you analyze organic traffic to see which posts are 1)  driving the most traffic and 2) being found organically. These metrics help you identify which blog posts are either the most effective at driving sales and leads or cornerstone content that drives traffic to your site without any additional marketing support. Seo company charkop

Above the example explains organic marketing tactics are natural, authentic, and value-based. The benefits that businesses reap from these tactics are cultivated over longer periods of time, ultimately helping you build a brand that customers want to visit regularly. And although you’re doing less “pushing” with organic marketing, when done right you can still generate a steady stream of loyal traffic. Remember, this is about building high-quality brand equity and industry authority with your customers. You’re not just attempting to drive sales here; you’re working hard to engage and educate your target audiences. Search engine Company in bombay. 

“Create content that teaches. You can’t give up. You need to be consistently awesome.” –Neil Patel

With organic marketing, actions are much more intentional and they typically focus on things like (Digital marketing Knowledge by Karan cholera):

• Educating customers

• Optimizing blog content and pages for SEO

(Which can boost traffic by 572 percent if done right!)

• Moving the needle on high-level company goals

• Driving authority in your niche or industry

• Using targeted inbound/outbound linking strategies

• Building a long-lasting brand

To understand the success of your efforts, you will want to track the following:

• Traffic: This measures which blog posts are driving the most traffic to your site and/or to specific landing pages (depending on the nature of the blog post).

• Organic Traffic: This measures how well, your on-page SEO is working.

• Leads or Sales:  This measures how many leads or sales are being driven directly by blog posts using SEO efforts.

• Formats: This measures which formats (blog, social media, email, etc.) drive the highest amount and/or highest-converting traffic to your site or landing pages.

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 What is Paid?

"Paid advertisements sit alongside organic results and are bought rather than earned." Source: Digital Impact

             

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Paid marketing 101

Pushed – Artificial – Quick Results-To the target

Paid marketing, on the other hand, allows the business to target, engage, and convert their audience quickly and directly. Instead of waiting – or hoping – for someone to find your blog post in organic search or on social, paid marketing has you “pushing” content – mainly in the form of ads – directly to your target audiences. As such, it’s much more sales-oriented and focused on driving specific actions, like making a purchase or attending an online webinar. Here’s an example of this in action:

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Paid marketing is all about getting the message out there now.

Source: Digital Impact

• You have been given new quarterly goals. In order to hit those goals, you need to ensure that your marketing campaign works effectively. That requires testing and refining 5-7 sets of ads over the course of 10 or so weeks.

•Once the results are in and you know which ads are performing the best, you dedicate the last two weeks of the quarter to put money behind those top-performing ads.

•At the end of the quarter, you review campaign data to determine key success metrics: total amount spent, ROAS (return on ad spend), and so on.

Whereas you can see, paid marketing is most effective in driving quick results or a hard sell.

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Each paid ad will likely point to open a product page, a specific landing page, or something that has the potential to drive financial results. As paid marketing, the name itself says that you’re spending money on ads to drive specific actions. You need to determine Return On Advertising Spend (ROAS) beyond vanity metrics alone (like engagement or total leads). Say you drove five leads but spent ₹50,000 on your paid campaign. Your ROAS would be ₹10,000 per lead, which is a bit steep (depending on your industry). In this case, you’d want to adjust your strategy to avoid wasting money.

With paid marketing, your tactics must be designed to drive specific action/goals like:

•           Achieving solid ROI and ROAS

•           Driving valuable impressions

•           Obtaining quantifiable results

•           Hitting specific sales goals

•           Optimizing ads in real-time to achieve maximum effectiveness

•           Testing campaigns to identify what works to drive campaign goals
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To understand the success of your paid marketing efforts, you will want to track:

•Conversion Rates:  This measures the traffic driven by ads and, of that traffic, what percentage has successfully encouraged (converted) customers into doing your desired action.

•Ad Engagement: This measures what optimizable components of an ad i.e. (image, text, call-to-action) have the highest probability of engagement between consumers.

• Platforms:  This measures which platforms drive the most leads and the highest converting leads.

• Ad Types: This measures which ad types (boosts, retargeting, look-alike audience ads, etc.) drive the highest overall conversion rates.

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Whereas paid and organic fit in your marketing strategy to grow

Paid and organic marketing complement each other well. You may have even noticed that there are some areas of overlap between the two, as both can be used to drive engagement, acquisition, and conversion – just in their own unique ways.

(Digital marketing Knowledge by Karan cholera):

Not all businesses will have the need or even the budgetary resources to deploy paid marketing campaigns. However, every business needs to embrace organic marketing. It’s not an option. Here’s why. A strategy built only on paid is shallow; it won’t help you to build an authentic connection with your customers. If all they see are ads – with no educational content, informational emails, or even engaging social media posts to complement those ads – you lose the mindshare of your customers in two ways:

1.You lose out creating an emotional connection with your customers, which has become the number one driver of positive brand experience today.

2.You give consumers fewer ways to connect with your brand. After all, consumers are 131 percent more likely to buy after consuming early-stage educational content.

As you build out your marketing strategy, it’s important to consider how you can best address all of your business goals through a combination of organic and paid marketing tactics. Some goals will lend themselves to one or the other. Other goals may require a combination of the two working hand-in-hand. Either way, both types of marketing will help you achieve your business goals in with impact and efficiency.
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When both sides of marketing are feeding your funnel successfully, you know you’ve found the perfect balance. Now, all you have to do is a test and fine-tune along the way.

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