Imagine that you have just created the best product ever. The first thing you want to do is share it with everyone who listens. However, you do not seem to get traction or keep customers engaged. Many companies have a hard time finding their ideal target audiences. It doesn’t matter how good your product or services are; we all need a little help. And that’s where Paid and Organic Marketing come in.
At first glance, the cost is the most important difference between the two marketing methods. Organic marketing is free, while paid marketing is just that, paid for. But you will be interested to know that the differences go much deeper than the surface. In the following sections, we discuss the differences between the marketing methods, weigh the pros and cons and help you decide which is the best method for you.
When we think of the word organic, our senses often think of food. We feel natural, home-grown, and without improvements. Organic marketing, also known as inbound marketing, is similar to organic food. This marketing method uses search engine optimization (SEO), social media, and quality content, including tactics, that work together to naturally drive traffic to your site and increase your search engine ranking page (SERP) rankings.
Organic marketing has many uses, whether you are an entrepreneur with a team of 10 or less to large companies with hundreds in their team. It’s a great way to develop your brand’s voice, define and learn more about your target audience and authentically grow your customer base by building relationships with them. These interactions are achieved by educating customers and subscribers through various stores, including blogs, email marketing campaigns, and your website. This, of course, allows managers to find your business naturally while driving traffic to a specific landing page or directly to the customer’s website.
Many companies do organic marketing, and they are not even aware of it. Every time you post on social media about your business, create and share a blog or update your website, you are doing organic marketing. In fact, this blog you are reading is considered organic marketing! You can also track the analytics associated with each content marketing effort and use it to customize your marketing process to identify which blog posts drive the most traffic, which ones are organic, and more.
On the other hand, paid marketing is just as the name suggests; marketing is paid for. Paid marketing is also called paid advertising, PPC (pay per click), or paid search. It differs from organic marketing because, with PPCs, advertisers pay a small fee every time they click. It is a popular method of buying visitors who come to your site instead of earning them organically.
Traditionally, paid marketing took the form of physical ads such as signs, posters, or print ads. Nowadays, they are more prominent online, enabling more sites to influence buyers. When you browse social media pages or read an article on your favorite site, ads that appear along the sidebar are often paid for advertising. The sponsored posts and results that you come across on Instagram or look at the top of the SERP? All paid marketing.
This marketing method is trendy among companies looking for a short-term way to grow their business and quickly increase their website traffic. Unlike the many purposes organic marketing serves, paid marketing is primarily used to improve a company’s online presence through paid rankings. Instead of using SEO to increase their rankings and serve them as top properties on the SERP, the prominent place is paid for. The paid efforts also help to drive web traffic and thus ready to buy.
Below we will share some advantages and disadvantages of each marketing method.
Some of the best things in life are free, and organic marketing is one of them. The free price tag for it also means that you are not locked into a marketing strategy. You can adjust your setting as needed. If your business does not have the money to spend on an ad, you can still use SEO rankings and optimized content to achieve the same results as an ad would do overtime.
You can also choose if you want help ensuring that your organic marketing strategy pays off. You can even hire a digital marketing agency that helps your business measure growth and keep money in your pocket.
Organic marketing is an effective way to gain the trust of your subscribers and potential customers. Using targeted keywords in your campaigns and blogs, your SEO ranking on search engine pages like Google increases. When people search for the internet, they tend to focus only on the first page of results. If they search for a product or question and continuously see your business in the results, it increases your brand’s credibility as the best option. Providing quality content at various sales points that operate organically gives rise to trust and inspires brand loyalty.
Another professional for using organic marketing is its longevity. You don’t have to worry about your content disappearing from the internet if your budget runs out. Your content exists and is available forever. This allows potential customers and clients to come across your content and use it as a resource long after you have written it. Even years later, your content can continue to get more leads and sales. Providing unique content also supports your organic marketing strategies’ longevity as it generates a lot of traction and exposure. By increasing your SEO ranking organically, you can guarantee that your leads are genuine.
The key to using paid marketing is how fast it can generate traffic. As soon as your ad is published, you are immediately visible and can start receiving targeted traffic with a higher chance of conversion anywhere 24-72 hours later.
This also affects the audience’s adaptation. With paid marketing, you have some control over who sees your ads. Depending on who your ads are going through, you can target geography, language, and specific interests.
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Organic marketing can be a game-changer, especially for smaller businesses. But if you are looking for results, you need to be patient. Organic marketing is not a short game; it’s a long game. How long it takes to get results can in extreme cases vary from a few months to a few years.
Of course, the most common disadvantage of paid marketing is that you have to pay for each click. And those clicks come everywhere: viable leads, competitors, or people who accidentally click on your ad. Sure, it’s just a few bucks per click, but if you run a successful ad, those clicks can start to build. Paying for clicks is only half the battle. Other pieces go into the puzzle, including making sure your keywords and ads are targeted to your desired audience. So if part of your strategy is out of order, you may end up losing money and your management.
Another disadvantage of paid marketing is that paid ads do not always guarantee clicks. The average consumer ignores sponsored ads. About 85 per cent of those who do online searches are more likely to click on organic lists than the 10-15 per cent who take their chances with PPC ads.
Finally, your visibility depending on your budget, which is a huge disadvantage. During these uncertain times, your budget may not be as robust as it was before COVID, and this is where paid marketing issues can arise. As long as you have money, your lists remain prime and central, but when your budget disappears, so makes your list.
Which one is for you?
Paid marketing can be faster and easier, but organic marketing offers more longevity and a greater reward. Although there are aspects of both that overlap, including commitment, acquisition and conversion, the best performing strategy is one that combines both marketing tactics, with a heavier emphasis on organic marketing.
Before deciding which method is better for your business, consider your business needs and identify your marketing goals. Do you want to increase brand awareness? Or maybe you are trying to grow your target audience. Whatever the motives behind your goals, make sure your marketing plan matches.