11 Jan Digital Marketing, the big debate: Paid vs Organic
There are two ways to gain increased brand awareness, perception, website traffic, leads and sales: paid and organic. But what are the differences between them and which is better for you?
What does it even mean? Organic marketing is all about generating results through your creativity and time. Anything that isn’t paid for, can essentially be classed as organic advertising.
Gaining increased Brand Awareness via Social Media is all about understanding the needs and concerns of your buyer personas and what they will engage with. Once this is achieved, you then have to get creative! Create the appropriate content (images, gifs, blogs, videos etc) and publish it on all the relevant online platforms (e.g. YouTube, Social Media, Google etc.) where and when your target audience is likely to hang out.
Organic search traffic means you generate clicks from search engines such as Google without having to pay for them. You do this by making sure that your website has great UX on all devices, has all “complete”, relevant content and has lots of quality inbound links from other trusted websites.
As you can probably tell, this all takes a lot of time, creativity and know-how.
This one seems a bit clearer than organic, this is clearly defined by whether or not you have had to pay a publisher for your content to appear, whether that be Facebook, Google etc.
Paid advertisements on Google and Facebook tend to sit alongside organic results and purposely appear in a very similar format to organic results and posts. Either see them at the top of search engines or in your feed on Social Media, often with tiny tiny text stating Ad or Sponsored.
Basically, Google will show your paid advert based on the search terms you define and the amount of money you are prepared to pay per click.
In terms of social media, you will be seeing certain ads because the advertiser deems you to be their target audience. This may be defined by your age, sex, occupation, behaviour, interests etc.
You may think this is easier than trying to generate results organically, however it still takes some serious level of experience to make sure your ad campaigns run profitably. Although these ad platforms are very intelligent, they are also fairly complex.
Pros and Cons
The main benefit of organic marketing is the fact it can be implemented by the smallest business with no marketing budget. Typically, companies will use the free features a platform can offer, such as publishing tweets on Twitter in order to grow a consistent following. The only real investment would be your time and here is the downside, it requires a lot of time. Typically, you will need to be spending a few hours per week on social media, same again for blog writing and then again for SEO. On top of this, you will have monthly activities such as email marketing and the analysis of data from Google analytics, Google search console, your social media scheduling tool, email marketing platform etc.
The greatest benefit of paid advertising is the control you have. You are able to choose what messages are published, who can see it and when. This allows a company to be much more targeted and obtain instant results from their branded messages, which wouldn’t necessarily be the case with organic advertising. This, however, is out of reach for a lot of small businesses and even those that do have the budget can easily waste it by not understanding the workings of Google Ads or Facebook ads fully.
Unlike organic advertising which is a long-term plan, paid advertising can reap rewards quickly. As soon as Facebook, Google etc. have your bank card details, your adverts are then intelligently inserted to the search results and social media feeds.
Ideally, it’s best to combine the two, if you require instant results and have the required budget, you may be better off starting the organic strategy with a paid campaign side-by-side until the organic strategy achieves results and therefore less need for paid.
When is it good to pay?
- Your website is live and working- there’s no point being top of Google’s searches if your website doesn’t convert, test first.
- Sales Periods – If you have products you would like to get rid of quickly then Google ads are a great route to market.
- New product/brand launch – If nobody knows about your product or brand then social media ads are a great way to get known and Google ads are a great way to target those searching the problems your brand solves.
- You have the budget and have significant short-term sales targets.
- Researching new products or services would be helped by promoting these via Social Media (cheaper) to see what engagement and response it gets before investing more money in stock or Google ads etc.
- Generate a customer base from nothing, to then resell for far more profitably, via Email.
When is it better to generate attention organically?
The short answer is always! If you’re just starting out then you might be put off by the thoughts of waiting 6-12 months before getting any real leads from social media or organic rankings. But if you are persistent and continue with your organic strategy then this will pay off massively further down the line and will snowball.
“If you can generate leads and sales organically, you will have massive cost advantage over your competitors.”
The Barcelona way
You may wonder why we have brought Barcelona FC into this debate, but Damian Hughes recently published a book discussing how they changed the focus of the club from having three of the most famous expensive strikers, to getting rid of them and building the right culture within the club instead. With the guidance of Guardiola,
Barcelona FC won 14 of 19 possible titles while their long term superstar rivals Real Madrid were left wondering why their massive spending had failed.
Barcelona chose to invest time and effort to ensure everyone within the club represented their chosen brand values. This has not only produced results, but it has made the club the most admired in the world. Money can’t buy this, Real Madrid won plenty of titles beforehand, but they never won the admiration of the entire footballing planet.
Which is better, Paid or Organic?
Neither is better. When choosing how you wish to market your brand online, it’s not a ‘one or the other’ sort of decision. Organic and paid are capable of working together to create an effective marketing strategy.
Paid advertising is amazing because it allows any business, at any stage in their development, to boost their traffic or brand awareness. Your business can then run organic search marketing campaigns in the background which would help improve a more cost-effective presence over time.
So is there really one you should choose over the other? The choice is up to you and your business, what suits your situation best. However, even if you do have all the money in the world, we suggest you have a proper Organic Digital Marketing strategy alongside your paid campaign to ensure you build a brand for a long term profitable future.