Have you ever come to a point where you don't know which road to take? You know, when you're at a crossroads and unsure whether to go east or west? That is exactly how some businesses, especially the new ones, feel when choosing between paid and organic marketing. Indeed, it's an old-age banter between the speedy results of paid ads and the cost-effective tactics of organic marketing. And let's not forget the undying question of "Which is the best strategy for your business?"
Before we answer that question, why don't we understand what organic marketing is and how it differs from paid marketing? Think of it this way: paid ads are like ordering through a drive-thru or at a fast food diner "“ you get your meal as you pay, while organic marketing is like ordering at a restaurant "“ you wait until the food is served. But at the end of the day, you get what you ordered! And the question left for you to answer is, are you satisfied or not?
The best course of action is to understand what your business needs "“ what exactly is your goal, or what is your business willing to offer? Is it simply being recognised online, appreciating the click? Or is it the returns, enjoying the profits? And, oh, let's not forget about how much you're willing to pay for these marketing options. These are just a few of the many things that you need to consider when choosing the marketing path for your business' victory.
Organic Marketing: The laidback approach
Organic marketing is also known as inbound marketing. It is an approach to marketing websites to yield traffic or foster branding without paying for advertising. It's a way to get and grow your user base with methods such as optimising keywords, blogging, guest posting, video, social media and email marketing, and so much more. And trust me, it's as satisfying as ordering a sophisticated meal from your favourite 5-star restaurant.
So imagine ordering your meal, and as the chef prepares your food, he adds premium ingredients and garnishes it with high-quality herbs and spices. Cooking your meal slowly to encapsulate the flavour. While it took time to prepare your meal, the taste is surely savoury and delightful. Similarly, whether you choose to do it on your own or hire a professional digital marketer agency, organic marketing doesn't happen with a flick of a finger. It takes time to achieve your end goals "“ just like how a chef slowly sears your fish fillet to have the texture that's right on the palate.
So here's why organic marketing might just be the laid-back companion your business needs:
1. Aims to entice audiences and grow brand awareness
They say patience is a virtue, but with organic marketing, it's not just a virtue; it's the bedrock of success. Think of it this way: When you decide to eat at a restaurant, you must wait for them to serve a freshly cooked meal. Good food cannot be rushed in the same way that organic marketing does not happen overnight. We're talking about playing the long game, casting a net wide and steady to reel in folks over time. It's not a sprint; it's the marathon of making your brand stick in the minds of your peeps "“ like that song, you can't get out of your head, but in a good way.
2. Focuses on providing valuable, engaging content
Conversations are essential in running a business, and applying organic marketing is the digital way of creating opportunities to communicate with your customers as a conversation starter. You know when you order food and ask the waiter what their best seller is? Or when you ask about the ingredients and tell the waiter to remove those you are allergic to? This way, you can have the meal that you desire.
Organic marketing works just like that "“ you write articles, content and posts so you can get the message across. You use these means to attract attention, get the customer's interest and make them want more. Your aim should not end with ordering; instead, have a hearty meal, including some desserts and beverages.
3. Involves creating and publishing content without paying for ads
Organic marketing is the right style for you if you want to be noticed without spending too much upfront. Imagine you're cooking your all-time favourite meal, but you feel like it's getting the same old thing. So you decided to spice it up with new ingredients or modify the taste by either adding new herbs and spices or using, let's say, lamb instead of pork. Not only can this boost the taste of the food, but it can also attract new customers.
In the same light, you can create new content or upgrade old ones that can interest audiences from all walks of life. You don't have to pay to get your business flashed on billboards or printed in newspapers to get noticed. While you can always have new writeups, you can simply choose to improve what you already have and use this to your benefit.
4. Builds long-term relationships and credibility
People say trust slowly built over time is the strongest form of loyalty. That's the magic of organic marketing "“ you slowly create your market base by building relationships and credibility one day at a time, one customer at a time. But the best thing is that trust and loyalty can last a lifetime. Picture serving a meal course that was cooked slowly to perfection. From the aroma to every spoonful or bite of food your customers take, trust is slowly building. And as they finish their meal, you can be sure they'll return for more.
5. Suitable for businesses with a longer marketing budget and a focus on content creation
Organic marketing is like a slow-cooked stew, to achieve a savoury and mouth-watering dish, the meat is simmered for hours to perfection. The tenderness of meat gives you that melts-in-your-mouth sensation that can only result from long hours of cooking. So, if you're in for a long ride, this tactic is most suitable for you.
Budget-wise, you need continuous funding or an investment you can stretch for long periods alongside creating content, articles or posts that will most likely stay on top of the charts. It's not a one-time kind of thing, it should provide a lasting effect.
Paid Marketing: The fast and the furious approach
Have you heard of Google or Facebook ads? Yes, you're right, these forms of advertising have become in demand in recent years. It's like renting a billboard space so your product gets advertised on roads or buildings "“ you know, to help customers find you or know you exist. However, this won't get you in public places but on the busy streets of the online world. Notice that when you search online, let's say, "digital marketing Perth" and the top portion of the search pages have "sponsored" results? Those are what you call Google Ads.
The whole idea behind this fast and furious-marketing game is to be quick on the draw. Do you know how our attention spans are shorter than ever? Well, paid marketing is like the superhero that shows up just in time to save the day. Whether it's those Google Ads that pop up when you're searching for something or those flashy posts on Instagram, businesses use these strategies to be the flash of the marketing world. It's about getting noticed immediately in a world full of distractions.
1. Fast Results, No waiting around
Imagine you're craving a burger, and instead of waiting in line for ages at a sit-down restaurant, you head to the nearest fast-food joint. Paid marketing is like the fast-food drive-thru for businesses "“ you get what you want (results) quickly without the long wait. Whether you choose to be seen on search pages or pop out of social media feeds, you are sure to get fast reactions and attention, just like getting your burger in a matter of minutes.
2. Precision Targeting "“ It's like ordering your perfect combo
Ever been to those fast foods that offer "create-you-own" burgers? Those where you can make your burger exactly the way you want it? Paid marketing lets businesses do the same with their advertisements. You can focus on the right people, what they want and need, and online patterns, making sure your message gets to your prospective audience. It's like ordering a combo with extra cheese, no pickles, and a side of exactly what you're craving.
3. Measurable Results "“ No guesswork, just like checking your receipt
When you order your favourite meal, you get a receipt that shows exactly what you paid for. Paid marketing works the same way "“ you can measure everything. If you want to know how many clicks your ad got or, perhaps, how many viewers converted into customers and how much profit you are accumulating, using paid marketing can provide you with this information. Say goodbye to guessing the numbers; with this marketing tactic, you'll know exactly what you're getting for your money, just like checking your receipt to ensure your order is correct.
4. Flexibility "“ Switch it up like changing your order
I know there are times when you think you're ready to order and ask for your usuals, and then suddenly, you change your mind upon seeing a new meal on the menu. Or, after ordering a burger, you suddenly have a craving for chicken nuggets. That's another right-on-the-puck moment for paid marketing, which lets you switch up your strategies on the fly. So, if an ad isn't working as expected, you can tweak it or try a different direction. It's like changing your order mid-process "“ adaptability at its finest.
5. Brand Visibility "“ Like being the big signboard on the street
How do you know your favourite fast food is offering a new food or meal deal? Of course, aside from television ads, you see them on signboards or standees by their doors, and they make you notice them even from a mile away. In the same way, paid marketing can do this with an online version. It creates a sense of awareness that your brand exists by showing your ad on search pages or on FB or IG feeds. When you do this, you're setting your product exactly where people are. It's like being the go-to spot on the street that everyone sees "“ like saying, "Want this? Come and get it!"
Are you ready to choose? Paid or Organic?
Alright, picture this: you're at a coffee shop and have two tempting choices on the menu "“ Organic Coffee and a Fancy Paid Espresso. Now, how do you know which one is the right choice?
Goals:
The basic question that you should ask yourself is, "What are you aiming for?" Do you want a quick gain or a slow and steady earnings? Just like when ordering your coffee "“ do you want an energy power-up with a double espresso or a mellow delight with a cafe latter? You can either take it slow while building lasting relationships or a quick go for the win. The choice depends on your goals.
Target Audience:
Once you know what your goals are, the next thing you need to do is to know and learn about your prospects. So it will be like, which friend are you bringing to the coffee shop "“ someone who likes to sit with you at the table and have a chatty afternoon or who dashes a cup of coffee with a drive-thru order?
Marketing Budget:
When you know who your target is, the last thing to consider is your budget. It's like your spending limit at the coffee shop. Are you on a tight budget, playing the long game with a modest organic coffee? Or are you ready to splurge for quick impact, going for the pricier paid espresso? Your budget sets the stage for the kind of coffee "“ or marketing strategy "“ you can afford.
The Perfect Combo: Your marketing yin-yang
Now, here's the cool part. Just like a perfect coffee order, the secret might be a mix of both. Imagine having organic coffee's smooth, steady taste as your base and then adding a shot of that zesty, quick-hit espresso for that extra wow. Organic and paid marketing can be like the yin and yang "“ they balance each other out, each bringing their strengths to the table.
So, when you find yourself at the crossroads of choosing your coffee "“ I mean, marketing strategy "“ think about what you really want, who you want it for and if it's pocket-friendly. Maybe it's a bit of both to create the perfect combo that suits your taste and gets you the buzz you're looking for!