Knowing the best way to reach, engage, and convert your target audience is key to growing your business. But with the sheer volume of new platforms popping up every day, it can be extremely challenging to figure it all out. So, let us help simplify things for you.
Any digital marketing strategy has two categories: organic and paid. Organic marketing uses word-of-mouth style messaging and focuses on meaningful content that educates, entertains, and builds customer loyalty. Paid marketing is all about driving sales by using highly targeted ads and sponsored posts in strategic online locations where your target audience likes to hang out.
Both are important and bring something special to the table, which is why you need a solid mix of the two for the best results. Let’s dive in a little more so you can determine how, when, and where to use them for the greatest ROI.
Your main goal with organic marketing is to attract your target audience to your business. It’s about creating brand awareness and building that crucial connection with your customers. You can measure how effective your organic marketing is by looking at the types of content that are driving traffic to your site, whether any leads are generated, and how those visits convert to sales.
Benefits of Organic Marketing
- Boost your SEO (Search Engine Optimization). Using strategic SEO keywords and relevant content allows you to show up in results when people search for a topic related to your business. This is the bread-and-butter strategy that drives traffic to your website and gets eyeballs on your business.
- Grow your visibility and brand awareness in the places where your ideal customer will see you. People can’t use your services if they don’t know you exist. Brand awareness is crucial to growing your business. Organic marketing helps put you in front of your ideal customers.
- Build customer loyalty. This. Right. Here. We can not emphasize this enough. 62% of customers say that a brand’s online content is what keeps them loyal to the company. This means you need to be putting out relevant and meaningful content that offers education or entertainment to your customer. When you provide this kind of value, you stand out above your competitors and win customers for life.
Examples of Organic Marketing
- Blogging is one of the easiest and quickest ways to drive traffic to your website and connect with your customers. Companies that blog receive 55% more traffic than companies that don’t. Marketers that prioritize blogging are 13x more likely to see a positive ROI. In fact, they even get twice as much traffic from their email marketing and lead nurturing campaigns.
- Engaging with customers on social media adds credibility and authenticity to your business. We aren’t talking about ads here. (We’ll get to that in a minute.) Organic marketing on social media involves monitoring and managing your pages, commenting, sharing posts, and just being generally social on all your platforms.
- A well-maintained Google My Business (GMB) listing gets 5x more views than a listing that hasn’t been claimed by their owner. In fact, customers are 2.7x more likely to consider a business reputable if they see a complete listing on Google Search and Maps. Each view is a potential new customer. And you simply can’t afford to miss out on those opportunities.
While the goal of organic marketing is to increase brand awareness and attract new customers, the goal of paid marketing is to convert potential customers to sales with specific campaigns. That means using paid ads, sponsored posts, display ads, etc. to target your ideal audience and reach new customers who may not be aware of your business. You can measure your success of paid marketing with things like return on ad spend (ROAS), the number of impressions, and high conversion rates.
Benefits of Paid Marketing
- Place highly targeted ads in the exact spots where your audience is hanging out. This means you’re reaching your ideal customer quickly and directly instead of crossing your fingers and hoping they come across you some other way.
- Get new customers. Paid marketing attracts people who might not have found you any other way.
- Generate leads and drive conversions. Straight to the point, this is what a business owner is looking for. New leads and leads that convert into sales.
Examples of Paid Marketing
- Pay-Per-Click ads are a must in any paid digital marketing strategy. Create ads based on defined goals and objectives, budget, your target audience. Use strategic keywords and compelling copy that will get people to click and buy.
- Social media ads, similar to PPC ads, put you directly in front of your ideal customer. Plus, it’s really easy to see what’s working and what’s not so you can make adjustments, optimize the ads for maximum conversion, and get the most out of your advertising budget.
Creating an integrated approach to marketing, balancing both paid and organic strategies, is a sound strategy that works. If you need help coming up with an actionable plan that works, Fly Pages is here to save the digital day! Reach out today for a FREE 30-minute consultation.