The buzzword of marketing, digital and traditional, is coordinated. You need to set up a coordinated and connected strategy so you maximise your marketing efforts and reach the audience you need for optimum conversions and sales. A coordinated search strategy which encompasses paid and organic search features increases page authority, helps develop awareness, and gathers the date you need to make effective marketing decisions.
Organic search is highly important, as studies show that the greater dominance you have in organic rankings, the greater the chance of a click on your page. But paid search ads also have their place. Even if you have a high organic search ranking you are missing out on clicks when you do not have a visible paid ad presence.
How quick are Results?
You should be aiming for a steady stream of organic search traffic, but this can take months if not years to develop. You need a dedicated SEO strategy and good marketing practice to develop your organic results.
Paid traffic, on the other hand, is quick. You get results immediately, and you can also use these results to see how to develop an effective inbound marketing campaign. You have to pay for it, of course, but you see the results more or less immediately, which is useful as you wait for the results of organic marketing to come through.
How Long Does It Last?
Good organic marketing is a permanent fixture. You build permanent sources of traffic to your website. Even if you do not update things like guest posts and social media you will see the results delivered for months. But this is a long-term strategy and it requires significant investment both of time and money. You need to get that great content out there, in the right places for people to read. The message will get out there and continue to pay back, but it requires a lot of effort.
Paid marketing, again, delivered an instant message. It works best in the here and now, and can be constantly tweaked and measured in order to take advantage of trends and seasonal variability.
It is a good idea for any business to work with a combination of paid and organic marketing. Together these strategies will bring the best benefits in terms of return on investment and hitting your marketing targets across the board.