We live in a world where businesses need to engage their target audience on various digital platforms. Since everyone is glued to their screens, it only makes sense to run digital marketing campaigns and ads on platforms with an abundance of users. Meeting your audience where they spend their time becomes a no-brainer in your overall digital strategy.
There is a fine balance that should be established between organic content and paid advertising campaigns. One cannot truly thrive without the other. Both will rely on a solid and optimised website as well. So, how can your business establish this balance? Let’s have a closer look at some key elements:
Brand Awareness: Brand awareness is a term that is vastly underestimated, as it takes valuable time and resource investment. Essentially, it comes down to how popular your brand is. People tend to choose a brand that they trust and are familiar with when making purchases. Both organic content and paid online advertising can assist with brand awareness and building a community for your brand.
Brand Trust: One of the main reasons why it’s worth running a business profile on social media is to show that your brand exists. You look more trustworthy when you are present not only on your website, but also in several other places. These can include Meta, LinkedIn, X, TikTok, Pinterest and more! With organic content on a profile, brands can give users an authentic look into what defines the organisation. There are so many brands nowadays, customers often not only look at your product itself but also at what values stand behind it. And social media is perfect for showcasing those values.
Community: Building a community around your brand is very important. This can be done through various social media channels, Google listings and your website. Your website and social media accounts can serve as platforms for you to post your organic content and give your followers sharable and relatable content to consume. Whether it is a regular blog post, video, product/service information or articles, it is crucial to keep your audience up to date with content they can relate to, learn from or be entertained with.
Targeted Advertising: Paid advertising on the plethora of available platforms with Google and Social Media will give you the means to target a specific group of people who might be interested in your products or services. However, it doesn’t help if you don’t have any content to link your ads to. This is where the balance comes in between organic content and paid ads. Both work in tandem with each other to lead users to convert into customers online. Very often a user may receive an ad, then navigate to your website or social media platforms for more information on either the product/ service or your business and having an active organic presence will allow them to do just that and feed them into an overall marketing funnel.
Expanding Your Reach: With paid ads, you have the ability to expand your reach and brand awareness. A simple example would be a targeted video ad on YouTube or Facebook. Ensuring that both your paid and organic content is ‘speaking the same language’ will lead to increased reach not only from the advertising platform but also beyond that to alternative digital touchpoints.
The Perfect Balance: You should always consider that strategically delivered organic content will work in your favour when running paid ads. The support of brand awareness, reach and engagement on the organic side of a social platform means that your ads have a wider audience, more learning and the capacity for remarketing – leading to lower costs from an advertising perspective as well as increased learning due to the function of the organic efforts on your business profile. This is the secret to continual long-term success – ensure that you have a consistent organic strategy in place so that when you deliver ads to new audience members they have more to consume than just a so-called sales pitch. If you’re looking for an online marketing company in Gauteng that can assist in developing not only an effective organic strategy but also a cost-effective paid strategy, Laetus Life Consulting is your answer. We offer a comprehensive approach to both organic content and paid ads solutions.