Journey Based Advertising: Chapter Three
When it comes to marketing teams, there is a lot of diversity in the actual work we do and what we consider to be KPI’s.
- Social Media Marketers may be focused on building audiences, sharing content, and engagement metrics.
- Bloggers, content marketers, and SEO specialists care about traffic and conversion goals and place a strong emphasis on keywords and search engine results.
- Then we have advertisers who are focused on performance metrics like cost per acquisition and return on ad spend.
It can be hard to look past your tasks and the desired outcomes. These three marketing teams have different goals, which can make it challenging to step back and look at the big picture. Some only care about organic results, and others are focused on their ROAS. All marketers should be looking at how organic and paid search can compliment each other.
How Organic and Paid Search Work Together
Three key ways paid search can help your organic efforts:
An increase in brand awareness
Social media algorithms have shifted to care about personal profiles, not brands – making it hard for organic posts to get any reach. That being said, one-quarter of your posts on Instagram will be ads – having a paid strategy will increase your impressions and raise your brand awareness.
In search results, 70% of users click on a result on the first page. By being shown at the top of the search results page, your impressions increase and your brand awareness grows. It also increases your chances of being clicked on.
A better understanding of your audiences across platforms
Having a social presence gives you insight into your audience’s interests and demographics, like location and age. Your organic posts build your audience and teach you the above; you can then use this information to create audiences that look like your followers and apply this information to your targeting options within PPC.
The creation of higher-performing content
Not all content performs well – analyse and learn what strategies are working for you and the methods you use to promote it. Use this information in your plans for content and how you will disperse the content.
It’s time to stop thinking that paid and organic don’t go hand-in-hand. Paid advertising strategies should supplement your organic social and search marketing efforts. Start thinking about how you can align your marketing efforts towards a single goal, and we are certain you will see great results.
Contact us to talk to our team about creating an integrated organic and paid strategy for your brand!
Next Chapter: 04 – Calculating the right Ad Spend
