How To Balance Organic Results And Paid Ads
Having a high volume of web traffic is essential for the success of your business in today’s market. The greater the number of visitors to your website, the higher the likelihood they will convert into paying customers.
What is Organic Social Media Content?
For those who are new to social media, it may be unclear what constitutes “organic” social media content.
When a business posts content on its social media platforms without paying to promote it, this is known as organic social media. Such content can be in the form of text, pictures, or videos, and is visible to the business’s followers. However, the post’s reach and visibility largely depend on whether or not the followers choose to share it.
Generally, businesses use organic social media for:
- Better connect with current followers/customers.
- Increase brand awareness.
- Establish a brand voice.
- Increase website traffic.
Despite having a promotional aspect, organic social media content is generally viewed as more genuine than conventional social media ads. Rather than explicitly urging customers to make a purchase, organic posts are more likely to engage with followers in a conversational manner.
What is Paid Social Media Content?
In contrast to organic social media content, paid social media content refers to any social media advertising that a business pays to promote. Similar to a billboard on a highway, these promoted posts will appear in users’ social feeds. However, unlike a billboard, social media ads can be tailored to target specific audience demographics.
Businesses usually employ paid social media advertising to:
- Gain customers
- Increase sales
- Promote events, deals, and new products.
- Reach a wider audience
- Increase brand awareness
It’s worth emphasizing that paid social media content is usually more explicit in advertising products or services than organic social media content. Paid ads provide businesses with a platform to openly promote their offerings. A typical paid social media ad contains a clear call-to-action and a link to the business’s website, making it easy for customers to make a purchase.
Consider these effective approaches for seamlessly incorporating both organic and paid social media into your business strategy:
1. Optimize your content by utilizing keyword data from both organic and paid posts
By analyzing the keywords that are driving traffic and engagement to both your organic and paid social media posts, you can identify the most relevant and effective terms to use in your content. By incorporating these keywords into your content strategy, you can increase your social media visibility, reach, and engagement. This can help you attract more followers, drive more traffic to your website, and ultimately increase your sales or conversions. Additionally, utilizing keyword data from both organic and paid posts can help you refine your target audience and improve the overall effectiveness of your social media marketing efforts.
2. While waiting for organic SEO to improve, it is advisable to depend on PPC
Although relying on organic marketing for brand awareness is a desirable goal, it’s nearly impossible to achieve when starting out. Therefore, it’s recommended to use PPC advertising while waiting for organic SEO to improve. However, this doesn’t mean neglecting organic marketing; in fact, the aim should be to enhance a business’s SEO value while initially using PPC. Over time, the insights gained from PPC should inform and guide organic marketing efforts for better results in the long term.
3. PPC for mobile, organic for desktop
It’s well-known that search results vary significantly between desktop and mobile devices. The reason for this difference is evident the larger screen size of desktops allows for more results to be displayed. Because the search window is smaller on mobile devices, there is a smaller window of opportunity, so to speak. Therefore, it is essential to use pay-per-click (PPC) advertising for mobile searches. Additionally, mobile users tend to have less patience and are less likely to perform multiple searches using different keywords, unlike desktop users.
4. Experiment with brand-related keywords
Once a business is in a stable position, it can begin experimenting with its PPC advertising strategy. As organic brand-related keywords gain traction, the corresponding PPC budget redirected toward testing new keywords to expand the brand’s reach. To enhance SEO value, it is essential for a business to continually explore and refresh its targeted keywords for organic SEO enhancement. As previously stated, the results of PPC advertising can be utilized to inform organic marketing strategies.
5. Use both lighter organic content and more in-depth paid content in campaigns
Businesses can leverage both organic and paid marketing strategies to enhance campaign performance. By promoting lighter content like blog posts and videos organically and using paid ads to promote more in-depth content like webinars and white papers, a comprehensive campaign created. It’s crucial to maintain consistency in messaging and imagery throughout all content pieces, regardless of the promotional channel used. This ensures that the campaign as a whole has a cohesive and unified approach.
6. Use paid advertising to drive conversions
One effective way to boost your conversion rate is to use paid advertising. With paid advertising, you can specifically target potential customers who are already interested in your product or service. By using relevant keywords, demographics, and geographic targeting, you can reach a highly qualified audience and increase the likelihood of converting them into paying customers.
Paid advertising also allows you to track and measure your results, making it easier to identify which campaigns are most effective in driving conversions. You can analyze the data to see which ads are generating the most clicks, leads, and sales, and adjust your strategy accordingly.
To maximize the effectiveness of your paid advertising, it’s essential to create compelling ad copy and eye-catching visuals that will capture the attention of your target audience. You should also ensure the landing page or website you’re directing users to optimize for conversion, with clear calls to action and a user-friendly design.
7. Use organic advertising to build trust and credibility
Organic advertising can effectively build trust and credibility with your audience. Unlike paid advertising, which focuses on driving immediate conversions, organic advertising aims to establish a connection with your target audience by providing valuable content that resonates with them.
Through organic advertising, you can share relevant and useful information, such as industry insights, helpful tips, or engaging stories that will build a positive image of your brand in the eyes of your potential customers. This type of advertising often delivered through channels such as social media, email marketing, and content marketing.
In order to be effective with organic advertising, it’s essential to understand your audience and what type of content they find most valuable. You should also ensure that the landing page or website you’re directing users to optimize for conversion, with clear calls to action and a user-friendly design.
Balancing organic and paid methods is crucial for successful content promotion. To achieve this, you must establish clear goals, use organic advertising to build trust, employ paid advertising to drive conversions, track results, and test and optimize campaigns. When done correctly, this approach will effectively promote your business’s content.