Why You Should Pair Your Organic and Paid Marketing Strategy
Reading Time: ~3 Mins | Written By: Cheryl Goeres
On average, a customer will view content from your business 10 times before they become a converting customer. This is why it’s so important to ensure you have a full-funnel marketing strategy in place. Having a full-funnel marketing strategy ensures that you are with your customer through their entire purchase journey.
When building your digital marketing strategy, it’s easy to separate your organic and paid strategies. But, if you pair these strategies together, you’ll be presented with numerous opportunities of how you can use them together to help your customers through the marketing funnel.
Use Your Organic Audience Insights for Ads
The more content you post and share across your social media channels and your website, the more insights you’ll gather about your audience. Depending on the platform (Google Analytics, Facebook Insights, LinkedIn Insights, etc.), you’ll be able to see information such as your audiences’ ages, genders, job titles, parental status, location, interests, behaviours and more.
You can first use this information to determine if you are, in fact, reaching your target audience. When you’re ready to run advertising campaigns, you can use this information to build the audiences you are going to target with your ads because you know the audiences that interact with your content the most.
Expand your Reach
With an organic only strategy, social media algorithms only let you get so far in terms of how much of your audience you can reach. This is why it’s important to make sure you are posting consistently on all of your social media channels. The same goes for boating content on your website.
When you add in a paid digital marketing strategy, you expand the reach of your content exponentially. By using your organic audience insights, you’re also able to make sure your ads are being seen by the right audience. You can also utilize your organic content for ads, especially the content that has performed the best organically.
Enhance Trust Amongst Your Audience
Having an organic digital marketing strategy is a great way to build trust with your audience. The more active you are on your social media channels, the more opportunities you give your audience to interact with you. This in turn, gives you more opportunities to engage with your audience. Replying to comments and answering questions can help continue building that trust.
By adding a paid digital marketing strategy into that mix, more eyes view your content and get familiar with your business.
Increase Your Conversions
By including both organic and paid efforts in your digital marketing strategy, you can expand your reach and enhance trust amongst your audience which ultimately leads to an increase in conversions. On top of that, your cost per conversion will decrease by 12% on average.
You can utilize ads to retarget website visitors who are viewing your content as well as retargeting anyone who has engaged with your organic posts or people who follow you. Retargeting these audiences with ads ensures you are reaching an audience who is already familiar and considering your business. This can help guide them through the final stages of the marketing funnel, increasing your conversions.
In Jelly Academy’s 6-Week Digital Marketing Bootcamp, we cover organic and paid digital marketing tactics. If you want to learn more about leveraging both in your digital marketing strategy, be sure to check out the course.
