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Maximize Your Reach with Paid and Organic Strategies in Digital Ads

paid and organic strategies in digital ads

Choosing between paid and organic strategies in digital ads when marketing your brand? Why choose one when you can leverage both?

Do you still feel the urge to choose between paid and organic strategies in digital ads when marketing your brand? Businesses in 2024 should stop viewing these approaches as an either/or choice, especially if the goal is to stay competitive amid a growingly saturated market. 

As digital marketing best practices constantly change, the real winners are those who are willing and equipped to combine paid and organic strategies to enhance their brands’ reach and effectiveness. Why choose one when you can lead the pack by leveraging both?

This article explains how to build a comprehensive marketing strategy that integrates paid and organic efforts to boost visibility and grow your business.

Understanding the Benefits of Paid and Organic Strategies in Digital Ads

paid and organic strategies in digital ads

Paid and organic strategies in digital ads bring unique advantages to your marketing efforts. They create a well-rounded digital strategy that drives immediate results and long-term engagement.

Paid Ads

Paid advertising makes it easier to control who sees your content. You can target specific demographics, behaviors, and purchase intents through channels like Google ads, social media paid ads, and sponsored blog posts, ensuring your message reaches the right people. Paid strategies like influencer and drip marketing campaigns are also effective for quickly expanding your audience.

Here’s how paid advertising can benefit your business:

Organic Marketing

Organic marketing is all about playing the long game. It focuses on building a genuine connection with your audience by managing your online communities well, producing content that provides value to your audiences, and humanizing your brand to make it more relatable. 

Here are the benefits you can get from organic marketing:

  • Organic strategies push for creating and sustaining authentic engagement with your audience, making you easier to trust.
  • You typically don’t need to spend a lot on organic campaigns. You can build meaningful connections at a low cost, using blogs, newsletters, and social media updates.
  • Though organic marketing may take months or even years to show results, it helps build a strong foundation of brand advocacy over time.

Why Paid and Organic Strategies Working Better Together

Paid and organic strategies complement each other in powerful ways when implementing digital ads. They shouldn’t exist separately but rather integrated to create a full-funnel marketing approach that drives both short-term and long-term wins, such as the following:

Using Paid Ads Can Get More Traction for Your Organic Content

Promote high-performing organic content, such as a viral post or popular blog, to a broader audience using paid ads. This allows your best content to reach more potential customers.

Organic Efforts Help Establish Brand Trust and Credibility 

After interacting with your paid ad, customers may engage with your brand organically through social media or email, deepening their connection with your business.

Paid Ads Can Help Nurture Leads for Conversion

Your organic efforts will likely open relationships with prospects, but you may need the support of paid ads to keep your brand top-of-mind while they’re in the consideration phase.

Together, paid and organic strategies make your digital marketing approach more comprehensive, ensuring you drive immediate conversions while working on sustainable customer relationships to sustain your growth.

4 Ways to Successfully Combine Paid and Organic Marketing (Based on Local Brands Who’ve Done It)

paid and organic strategies in digital ads

The digital landscape is fertile ground for competition. This prompts brands to stay innovative. If you want to cut through the noise, a key strategy is to strategically merge paid ads and organic marketing to maximize your reach and impact. 

How can you use both paid and organic strategies in digital ads? Take a page from some local brands that have successfully harnessed the power of both.

First up is Angkas, a famous motorcycle taxi and delivery service in the Philippines that we’re sure you know well for its viral content. The secret to this robust marketing approach is the team’s ability to quickly jump on trends and relevant issues. The brand’s organic social media presence thrives on funny, relatable posts, which the team often uses to offer promos and discounts that resonate well with the masses. This allows them to engage with a broad audience, earning maximum reach and visibility. 

Another brand to look out for is Colourette Cosmetics, a local makeup brand that merges paid and organic strategies by leveraging influencer marketing and user-generated content. The brand’s strong social media presence, mainly through founder Nina Ellaine Dizon-Cabrera, has helped them create an authentic relationship with their audience. While they invest in paid collaborations with influencers, the organic content and genuine feedback generated by these influencers and everyday users, add a layer of credibility that paid ads alone cannot provide. Colourette’s marketing strategies illustrate how paid promotions can blend well with the organic virality of social proof.

You can quickly adopt the same tactics these businesses used for marketing success. Here are some key components to consider:

1. Use Viral Posts for Sales Promotions

Promos offer a direct way to blend paid and organic strategies.  A great tactic you can try is to promote limited-time offers through organic social posts, blogs, or newsletters to engage your existing audience, then use paid ads to target a broader group. Create and amplify an engaging organic campaign with paid ads, ensuring your loyal customers and potential leads see the promotion. 

2. Don’t Be Afraid to Use Memes!

Memes in nature are designed to become viral, so this type of marketing relies heavily on organic engagement. However, paid strategies can improve branded memes’ reach. To make it easy to engage with your memes, create content relevant to your brand, audience, and current affairs. To gain more traction for the meme, boost its reach with paid ads so it doesn’t get lost in the social media noise.

3. Work with Influencers

When combining influencer marketing with paid strategies, focus on partnering with influencers who already align with your brand organically. This way, you’ll already know that the content they produce about your brand will resonate well with their followers. Allow influencers to generate authentic content, such as product reviews or tutorials. Invest in paid ads that promote the influencer’s content to a broader audience to maximize the reach.

4. Flaunt Your Social Proof

Leverage social proof, like testimonials and reviews from past clients or customers, to establish your credibility. Prospects are more likely to trust feedback from people who have experienced your product or service. Highlighting positive responses can reassure visitors and increase their confidence in choosing your business.

Digital Marketing in the Philippines: Discover a Holistic Approach with Eight Media

paid and organic strategies in digital ads

The most successful businesses, big or small, have adopted a holistic approach that marries paid and organic strategies. Want to test how you can benefit from a fully integrated marketing strategy but can’t figure out how to start? Eight Media offers expert digital marketing solutions for small businesses to help brands thrive in their spaces

Our proven results speak for themselves: we boast an average 400% increase in leads, 200% growth in revenue, and 40% lower advertising costs. With expertise in social media marketing, email marketing, web development and design, and digital advertising, we integrate paid and organic strategies, enabling businesses to grow more efficiently.

Contact us today for a free consultation and discover how Eight Media can boost your digital marketing efforts!

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