How to balance paid and organic marketing for maximum visibility

Approximately 39% of total e-commerce traffic (worldwide) comes from search – 35% of it organic and only 4% of it through paid search ads. However, paid traffic is 50% more likely to buy from you than organic traffic (as they have a higher intent).

Digital marketing services are a company’s best friend when it comes to increasing online visibility and promoting their product. For most, the biggest decision is to choose between organic and paid marketing.

Organic marketing is slow to start but offers long-term solutions that are budget-friendly. On the other hand, paid marketing is a great way of ensuring quick visibility but lasts only till the company continues to pump in money.

The best marketing campaigns combine the benefits of both styles to create a holistic marketing plan. Here, we bring you effective tips on how you can get the balance right between these two digital marketing formats.

Organic marketing

SEO and keyword research

When planning your digital marketing strategy, SEO (Search Engine Optimisation) is a crucial factor. This organic marketing tool plays a huge role in maximising visibility by improving your search engine ranking. An important aspect of this keyword research.

Utilising the right keywords in your digital campaign strategy can work wonders in putting your brand in front of prospective customers. However, you need to be careful to constantly update them in accordance with changing customer behaviour. For more details on using SEO and keyword services to boost your organic marketing, opt for leading SEO services in Mumbai.

Leverage social proof

Positive user experience is a great organic marketing tool. The first thing people look for when deciding on a brand or particular product is past reviews. Any positive testimonial or review needs to be highlighted on your website or social media.

Even if you are a start-up or new brand, any positive social proof can help strengthen your position in the minds of prospective customers. Let your prospective customers know that people have found value in your product and service. This works wonders in establishing brand credibility and boosting search engine ranking as well.

Update content on-site blogs and social media

Updating and republishing old blog posts with new content and images can increase organic traffic by as much as 111%.

When it comes to maximising visibility and gaining credibility online – content is king. Create engaging content on your website and social media. Put up insightful blogs or articles that showcase your industry knowledge and experience.

Also, be regular with social media posts. Use content in various forms such as images, videos, infographics and text to maximise engagement. In case of comments or feedback, be active in responding to your audience. These tools may seem like a slow process but they all help build brand credibility and recall thereby aiding the purchasing process.

Combining paid with organic marketing

The above listed are the most common tools used in organic marketing. However, they can be slow to start causing companies to wait a while before they can see results. This is where paid marketing comes in. Using paid tools, companies can support and strengthen their organic marketing strategies for maximum visibility and instant engagement.

Paid marketing strategies such as PPC ads work wonders in beating your competitors and placing you at the top of every search. However, without the foundation of organic marketing, paid marketing is unlikely to continue in the long run.

Here are some ways to balance paid marketing with your organic marketing efforts.

PPC ads

Pay-per-click ads are a great marketing strategy that helps your brand gain instant recognition and attention on social media. When working on a paid ad, make sure that the ad content is crisp and clear. Additionally, check that the link you use is working properly and your landing page is optimised. This way your PPC ad ties seamlessly with your organic marketing and SEO services. For more details on creating the perfect ad, connect with a search engine marketing agency in Mumbai today.

Platforms for paid campaigns

When it comes to making your ads live, choose your platforms carefully for maximum conversion. While Google is a great platform as it is responsible for over 90% of all searches, make sure you aren’t missing over on other sources. For a B2B company, LinkedIn can offer access to far more prospective customers while design and creative sources can benefit from Instagram as an ad platform.

Thus, when it comes to planning a digital marketing campaign, brands can benefit by balancing both paid and organic strategies. Keep in mind that using only one strategy may not work in the long run. By combining the two, brands can engage audiences and find prospective customers in a sustainable and scalable manner.