What to choose: paid or organic ads?

Digital marketing specialists sometimes talk about the staggering results from the advertising channel they work with. Undoubtedly, the main goal is to sell their services to potential clients. But still, can we say that a particular channel works best?

Let's start with the fact that every business has unique resources, which are, by default, limited. Even if we assume that your company have an infinite amount of finances for promotion and time to work on analysing your products, in any case, we need to determine: where to start? 

Paid advertising is used for quick, immediate results. Even in the absence of any landing pages such as a website, pages on aggregator sites, pages on social networks, paid advertising can be launched in the shortest possible time. To make this more effective, it's better to allocate about a month for several lengthy strategic sessions, defining your Unique Selling Proposition (the first step in building a brand strategy as a whole), and developing several landing pages for conducting A/B tests (the ideal quick launch of advertising is just like that).

What advantages do we have: we start work quickly, we get ROI quickly, and reinvest in marketing to expand opportunities.

You may ask: why do we need organic advertising if paid advertising is already bringing in money today? Excuse me, but I will answer your question with a question: do you want to grow your business or are you satisfied with what you have? If the first option resonates more with you, then allow me to explain how organic advertising works and why it is also necessary to invest in organic promotion, despite the fact that you will not see quick results.

Example B2C: suppose you have a clinic in a densely populated area of the city, where mainly young families live. One or several family members suddenly fall ill, another family member urgently searches for medical help. Having a developed account on Google Maps, a website that has a good rating by search networks due to content, there will be much more trust in you than in those who simply pay for the top positions on the search page. In addition, developing organic channels also lowers the cost per click of paid advertising. But a lot of work has to be done to achieve such a result, but it is possible.

Example from B2B: a manager is looking for a company that can provide them with certain services or goods. If they come across a page where you reveal the benefits and expertise of your company from different angles, they are likely to make a note in their table and pass on a positive impression of you to the decision-makers. Accordingly, even before calling you, they will be more favourably disposed than to the rest. Creating content in any form is an energy-intensive and difficult task, but in the long term, it reduces expenses on paid advertising and increases loyalty both of those companies with whom your company does not yet have contracts and those companies with which you already work.

The rule of the market states: the higher the amount of the deal, the longer the negotiations go.

Now imagine that potential partners have been observing your company for some time. They already have regular suppliers, but your approach or new offer resonates so much with their needs that they decide to meet with you offline or call you online.

Neuro-marketing also plays a role in this key - the potential customer already knows about you, you inspire trust before negotiations. Think about how much easier it will be for you to close a deal in this case? 

The same applies to B2C - the potential patient knows you and, when the need for your services arises, they are likely to turn to you.

The human brain is structured in such a way that it chooses what it already knows. That is why it is so important to evaluate organic channels as a long-term investment with high returns. 

To find out what is the best course of action in your situation, please leave a request and we will definitely choose the optimal path of growth for you!