Organic vs Paid Marketing

Understanding the differences between organic and paid marketing helps us understand the benefits of both strategies. Brands often use a variety of tactics to reach and engage their audience, increase diversions and drive traffic to their sites.

One can conveniently use both organic and paid marketing to benefit your business. However, it’s essential to keep in mind the purpose of the marketing strategies that are put to use. They need to be scrutinised closely to derive the maximum benefits. Should keep the target audience in mind as well.

• Organic Marketing

  Organic marketing drives traffic to your website or brand without paid advertising. It is also known as inbound marketing; organic marketing often focuses on search engine optimisation (SEO) to divert readers to your website through search engine results for relevant keywords and topics that resemble your content. It includes Facebook posts, unpaid tweets, blog posts, etc. Organic marketing also uses social media and a variety of other channels to increase brand awareness.

  The main aim of organic marketing is to increase brand awareness and connect with the target audience, either through educational or entertaining content. As a result, businesses need various ways to attract leads and convert users.

  Organic marketing affects your paid marketing efforts because if someone organically comes across your website, they can be targeted by paid advertisements later.

  To measure the effectiveness of this strategy, you will have to look at the content which is driving the maximum traffic to your website, the leads generated from your website and which channels drive the highest amount of converting traffic.

• Paid Marketing 

  Paid marketing is the form of marketing where companies pay publishers to publish advertisements for their companies. The advertisements are specially targeted to specific audiences. Paid marketing shares the same goals as organic marketing. However, paid marketing uses paid advertisements rather than relatable content to direct traffic.

  Paid marketing uses traditional and modern mediums such as internet ads and traditional ones like billboards, posters, radio advertisements, direct mail, and telemarketing. Paid marketing is more transactional and direct than organic marketing and provides more immediate results.

  However, it is a complicated task and is not merely limited to publishing an ad. Adequate knowledge is required to maximise ROI on paid social and search ads of placement opportunities and bidding processes,

• Organic marketing strategies

  Can use the following techniques to build an organic marketing strategy-

  1. Analyse your current traffic habits- The first requisite to building an organic marketing strategy is to analyse the current traffic habits on your site and then compare them to the rival competitors. Rely on industry publications and social media reviews on sites at times to better understand the current trends. 
  2. Create content- After deciding the channels of expression and your target audience, the next step is creating content. First, brainstorm the ideas of content assets you want to create and follow a list synchronising with your aims and objectives.
  3. Optimise your content- The strategy is to incorporate keywords in your content. Having a great design and using metadata helps in letting search engines know what your content is about.
  4. Evaluate and improve- The key to any organic marketing strategy is to evaluate and iterate. Plan your SEO strategy thoroughly and improvise according to changes in market trends.

  Organic marketing is all about bringing people to you instead of indulging in paid methods. With organic marketing, you will create various types of content to engage the readers. 

• An integrated approach 

  Paid and organic marketing complement each other, but there is an overlap between the two at times can use both to drive engagements and direct traffic to your websites.

  Paid marketing can be expensive, and not every business can afford it. A marketing strategy solely built on monetary terms will be shallow and not connect with customers. 

  Advertisements with no educational content or entertaining social posts fail to hold the customers’ attention.

  It is vital to strike the right balance while building a marketing strategy. It is crucial to analyse how you can achieve business goals with organic and paid tactics.

  Combining organic and paid marketing is a double-edged sword to increase brand awareness and build customer relationships.