Maximizing Impact: Leveraging Paid Advertising to Boost Organic Strategies
Businesses are constantly seeking innovative ways to expand their reach to more audiences while sustaining growth and engagement with their current audience. To most effectively do this, you need to implement a marketing strategy that combines organic and paid advertising.
What is organic advertising?
Organic advertising is most often done through websites, blogs, unsponsored search listings, and social media activities. The idea is to naturally attract people to your business by addressing their wants and needs through unpaid content.
According to HubSpot, “The main goal of organic marketing is to increase brand awareness and build a connection with your audience, whether through educational or entertaining content.”
Example of organic advertising
Fast food restaurant Wendy’s creates a particular point of view with its social media posts. On both Facebook and Twitter, the Columbus-based chain uses sarcasm, nostalgia, and recent events to promote its menu items while entertaining its followers.
For example, its March 27 Facebook post features its orange dreamsicle frosty but also uses nostalgia and humor to go beyond talking desserts. The post currently has 12,000 reactions, 1,900 comments, and 2,500 shares.
Source: https://www.facebook.com/
Besides being entertaining, Wendy’s social media posts reflect their brand of snark and jokiness that still places the company’s food front and center. The tone and images are immediately recognizable as being from the fast-food chain and effectively engage customers on a large scale at low costs.
What is paid advertising?
Paid advertising includes any placement that you pay to have your brand shown. It requires less time but more money than organic advertising.
According to Social Pilot, “Paid advertising improves your digital marketing results by targeting internet users who are genuinely interested in what you sell.”
The most popular types of digital advertising include Google Search Ads, Meta Ads (Facebook and Instagram), and LinkedIn Ads. Each platform offers a unique opportunity to reach specific audiences through targeted messages. Paid advertising can also include television and radio ads, newspaper and magazine ads, as well as outdoor billboards.
Example of paid advertising
Source: https://www.facebook.com/
How to boost your organic marketing efforts using paid advertising?
When used in combination with organic marketing, paid advertising enables companies to reach more specific audiences (age, gender, geographics, etc.) with tailored messaging to address their needs and wants.
Paid advertising works faster and allows for more detailed metrics than its unpaid counterpart. The information collected can be used to inform owned content, such as blog or social posts.
However, paid media needs organic content to help familiarize customers with a brand and amplify the message.
The two types can complement each other by sharing the same branding, tag lines, and calls to action. This increases the chances of current and potential customers seeing both the website content and the paid ad, increasing the overall frequency with which they are exposed to a brand.
For example, Microsoft 365 hosts a blog post about Copilot’s AI capabilities and how it will help businesses on its website. The content aligns with the Facebook Ad but from a different angle. The ad promises a free ebook, while the blog post encourages readers to try Copilot for free.
The TLDR
By combining organic marketing and paid advertising, a brand can entertain, engage, and sell to its intended audience across multiple platforms. Organic content, such as blogs and social media posts, share relevant information to position the brand as an expert, while paid advertising extends that message to a wider, qualified audience and provides a clear call to action to move them toward a purchase.
Frequently Asked Questions
Q: What is a balance to consider when using organic and paid advertising?
A: Your business type and the length of your sales cycle will determine how you allocate resources. But, a common starting point is allocating 60% of your budget to organic efforts and 40% to paid advertising.
Q: How can paid advertising boost brand visibility to increase customer loyalty and retention?
A: Retargeting is a powerful paid advertising tool. It is great for boosting brand visibility and fostering customer loyalty and retention. It allows a brand to stay top of mind, craft more personalized content for the target audience based on past actions, and build more brand recognition.
Q: How can a brand measure the success of combining organic and paid advertising?
A: By using UTM parameters in your paid advertising campaigns, you can track where your website traffic comes from. This allows you to see how organic advertising and paid efforts work together to increase website traffic and on-site conversions, giving you valuable insights to optimize your overall marketing strategy.
Can We Help?
Kindred Strategy is experienced at finding strategic ways to incorporate paid advertising into your overall marketing strategy in ways that will enhance and support your current efforts.
Schedule a free introductory consultation today and discover how we can help boost your marketing with paid advertising!
