Invest money or let things happen organically over time? This is a dilemma that most digital marketers face. On one hand you want your business to grow, but you also want to make sure that your audience consists of loyal customers and people who find your content engaging.
The fact of the matter is that there is no clear cut answer to this question. It’s one of those instances where there are far too many variables involved and without taking all of these variables into consideration, it wouldn’t be easy for you to make a decision that works in your favor.
So without wasting any time, let’s cut to the chase and take a close look at both organic and paid digital marketing channels:
Organic marketing refers to any kind of marketing where you try to reach customers without spending money. The objective of this form of marketing is to create a positive word of mouth for the brand. This is primarily achieved through content creation.
Following the COVID crisis a lot of businesses have been forced to rethink their marketing strategy. Companies have had no choice but to slash down their budgets and limit their spending. Under these circumstances a lot of businesses have been forced to turn towards organic marketing.
Such businesses can incorporate the following in their marketing strategies:
1. Search Engine Optimization
Search engine optimization is the process of improving your website’s ranking on search engines. A higher ranking improves your business’s visibility on search engines, making it easier for potential customers to find your website.
All search engines use bots to crawl websites and collect information from different webpages. This information is then stored in an index.
Complex algorithms then analyze every single page within the index and determine the order in which they should appear in search results. Of course the algorithm considers signals and ranking factors before determining the order of appearance.
Ranking factors include: content optimization, mobile friendliness, and crawlability. These are especially important because they serve as a proxy for various aspects of user experience.
The goal of a search engine algorithm is to provide users with an efficient experience and for this reason they are designed to present relevant and reliable pages for every search query.
People conduct trillion of searches and as per statistics, 81% people search online for products and services. In most of the cases, search is the primary source of traffic for brands. It also has an impact on other marketing channels. This gives you an idea regarding the importance of SEO for marketing.
2. Guest Posting and Content Licensing
There are millions of blogs on the internet that allow guest posting. It’s an effective tactic because no matter good a blogger a person is, there’s always a possibility that readers might not always take their opinion seriously.
A guest post, in contrast, is written by someone who is an authority on the subject. It lends a sense of gravitas to the content and naturally brings more readers to your website/blog.
Statistics also support this claim. It has been reported that more than 62% readers find blogs with multiple authors more credible than blogs with just one author.
Just think of it this way, suppose you find a blog on the internet related to frontier high-speed internet services. Would you be more likely to read that blog if it was written by an average Joe or if it had been written by a well-known tech influencer? We think we have made our point here.
3. Word Of Mouth
Make no mistake, we live in the age of millennials and this demographic has its preferences. They don’t just want to purchase a product. They want a brand that speaks to them. They are also wary of influencers and are more likely to listen to what people around them have to say about a product.
Your content marketing efforts will determine how an average customer perceives your product. Just take an example of Netflix’s social media content strategy. The streaming service’s content strategy is based on how it brings entertainment in the lives of customers with it services. It’s humorous, relevant and in line with the brand persona.
The point is your content should resonate with the target market. It should be presented in such a way that it establishes a connection with customers and they have no choice but to share it with others on social media
If done right, all of the above mentioned tactics can be effective in boosting your business profile organically.
Organic marketing is great but it would be quite some time before you get to reap the benefits of an organic marketing campaign.
Paid marketing, in contrast, is a much faster option for building brand equity. Of course, it’s costly but it can be a worthwhile investment if you play your cards just right. Some of the ways you can get more out of paid marketing campaigns include:
1. Pay per Click
PPC marketing has been one of the most popular forms of paid marketing and it doesn’t seem like it’s going away anytime soon.
PPC marketing revolves around buying ad space on various digital mediums. These mediums can be search engines, social media, or popular websites. The idea is to display your advertisements on channels that have high traffic so that a large number of people get to see the ad and click on it.
All the people who click on the advertisement are redirected to your website. Every time someone would click on the ad, you will be charged an amount. This amount is determined by the search engine or social media in an auction.
Brands also have the option of ‘boosting’ their posts on social media platforms like Facebook. A boost converts an ordinary post into an ad and increases a post’s reach so that more customers can see it. Facebook also allows you to add a CTA button to these boosted posts.
Once your PPC campaign has run its course, you can use analytics tools, or in case of social media ‘insights’, to get an idea of how well your ads performed.
PPC marketing contributes to 65% of the clicks on the internet. Furthermore, people who visit your page after clicking on an ad are far more likely to convert into customers than organic visitors.
2. Retargeting and Remarketing
You can continue to reap the benefits of a PPC marketing campaign long after it has run its course through retargeting and remarketing. Although these terms are used interchangeably, they are different from one another.
Retargeting is done primarily through third-party networks such as Google display network. These networks allow you to reach users on multiple websites.
Remarketing, on the other hand, is used for reaching out to customers who left your website at the last stage without completing the purchase. The idea is to reengage customers and bring them back to your website so that they can complete the purchase.
To do so, companies usually use email marketing or target customers through ads based on their preferences.
Creating an Effective Marketing Strategy
Now that you have an idea regarding how businesses use online and paid marketing channels, it’s time to develop a marketing strategy. Ideally, the strategy should strike a balance between paid and online marketing.
Keep in mind that although paid marketing might be effective for reaching a wider audience base, you still need interesting content to retain those customers. Spending money all the time is not a feasible option especially when you have a limited budget. Using paid channels you can reach out to customers and build an audience. Once you have an audience your organic marketing can handle the rest.
Baldwin Jackson is a successful digital marketer with expertise in search engine optimization and content marketing. The perfect balance of his analytical ability and creative thinking is what sets him apart from other practitioners in the digital marketing realm. He has helped a lot of small and medium-sized businesses in crafting their digital marketing strategies that are not only cost-effective but delivers results as well.
Baldwin is also a proud father of two kids and a Sports enthusiast. When he is not working, you will find him watching ESPN and NFL network. He has been able to get an amazing package on his favorite channels from Buytvinternetphone.com.