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Online advertising vs organic channel: how do they complement each other?


Online advertising vs organic channel: how do they complement each other?

When starting a marketing strategy , we must assess the different options that exist in the market and that are within the reach of our company’s budget.One of the dichotomies that many marketing managers often face is whether they should go for an inbound marketing strategy or us mobile number sample it will be more beneficial to opt for a paid media strategy . The decision is not easy due to the different implications of both options.list_altIndex of contents
Paid campaigns: inbound advertising
What is PPC performance?
Is it a bad strategy to rely only on online advertising at a digital level?
One of the main differences between these two types of strategies is that, if we bet on an inbound project, the capture of traffic and registrations will be slower at the beginning, that is, we will be opting for a strategy that will give us results in the middle- long-term, while if we bet on online advertising campaigns we will obtain more short-term results.Throughout this post I want to detail the characteristics of both options, as well as explain when and why it makes sense to bet on one or the other type of campaign . Shall we start?Do you like what you are reading? Subscribe to the blog!
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Paid campaigns: inbound advertising
You may already be familiar with the concept of inbound advertising, but … what is it really? And most importantly, is it interesting for your marketing strategy?


Inbound advertising is understood to be that with which we seek to disseminate the content of our inbound strategy by paying third parties in order for said content to receive more traffic or get more registrations.Within this definition I would like to make a pragraph and explain what we mean by “third parties”. As a third party, we understand the platforms where the campaigns are carried out, such as Facebook, Twitter, Betting Email List , LinkedIn, etc.When opting for this inbound advertising strategy, we must know that the leads that we will obtain will be in the first phases of the purchase cycle , since they will have been interested in content plus TOFU, something that is closely related to the objective that we have mentioned. prior to getting visits and registrations.An example? Advertise an ebook or quizz (TOFU content) through Facebook so that my targeted audience can download it. With this type of action, I will get a lot of leads, although we do not know to what extent they are of quality.Once these records have entered your database, you will need to implement a lead scoring and lead nurturing strategy so that they progress through the different phases of their purchase process.Inbound Marketing Study 2021: know the results of more than 60 real companiesWhat is PPC performance?
We continue to advance among more concepts around paid media and we reach PPC performance. The PPC performance is the campaign payment made to enable the user to perform clicks on the ad land on a landing business contact or a particular product. This phase of the buying cycle is much closer to buying.If, for example, I have a software company, I will want this landing to act as a lead magnet, for example, through a demo with a commercial, a free 30-day trial or request an appointment.Unlike online advertising, in this case we do not disseminate educational content, so with this strategy we do not go to a more initial stage of the purchase process. By performing this action we are raising the click to reach users who are in a more advanced stage of the purchase process.In this case, the lead is already hotter and more aligned to your purchase, indeed, surely the keywords used are closer to purchase stages where it is already clear what product or service you want to contract, and sometimes the decision is based purely on the price.It is in these cases where the eternal question arises: s i do not offer any added value compared to your competition, and it is cheaper, how can you continue to have customers?Giving a correct answer to this question will help you focus your marketing strategy to get leads that have a high chance of continuing to scale through their purchasing process until they become customers. But there is more, so let’s keep going!Is it a bad strategy to rely only on online advertising at a digital level?
As I mentioned at the beginning of the post, when we look for short-term results, the first option that comes to mind is online advertising campaigns. But is it appropriate to base the strategy on this type of action?To answer this question you have to know that online advertising helps us, especially in the first year of the project. For its part, inbound is a medium-long-term process, since positioning yourself organically is increasingly complicated due to the competition that other companies are working on their positioning as well.In addition, Google many times already prioritizes paid results, so we cannot ignore this point.hat is why, to have better short-term results, especially throughout the first and / or second year, paid will give us a push to our digital strategy to capture more visits or registrations. What you are doing with this investment at the beginning of your project is building an asset or, in other words, a funnel of opportunities for your commercial department.New Call-to-actionAlthough it seems very tempting, maintaining a sustained paid strategy over time may not always be the most ideal. I’ll tell you why.If we only rely on a paid strategy in which you spend the first weeks optimizing the campaign, you will surely obtain better results than working solely on organic positioning. When the campaigns are stabilized and you do not optimize them, the paid loses effectiveness until you invest resources in optimizing the campaigns again.The problem is that when you do the optimization wrk again, you will never get the initial results again for various reasons: there is more competition, the click is more expensive, etc. So every time you will have to invest more money to get the same performance in the campaigns.On the other hand, in organic results, the price per lead, unlike the paid one, is decreasing . At the beginning, the projects have a very timid acceleration and over time they achieve very relevant results.

Let’s look at two visit graphs of two projects that have opted for different strategies: one has decided to work solely on the organic channel, while the other has opted to combine the organic channel with the online advertising campaign.Project without paid advertising and only working the organic channel (SEO)
SEO only
This graphic corresponds to a B2C company framed within the education sector. In the graph you can see how the first year it was difficult to start the traffic acceleration, in addition to the fact that there is a lot of seasonality according to the volume of keywords worked. We started the visits to the blog with 400 the first month (January 2014) and now you can see how the traffic has reached more than 450,000 visits in a few months.Project with paid advertising to attract visits and also working the organic channel (SEO)
SEO and Inbound advertisingIn this graphic you can see a B2B project in the restaurant sector. In it it is observed how the first year we already started with more than 10,000 visits the first month. Here the acceleration of traffic on your blog is much more pronounced. We see how in June 2019, when you stop investing so much in paid advertising, traffic drops.What is proven with these graphs is that inbound advertising helps us to accelerate and achieve more short-term results . This strategy is very interesting if we have to justify an investment of an inbound project in front of investors or a board of directors.New call-to-actionEven so, if we only rely on advertising campaigns we will end up investing more and more amounts of money without obtaining better results, so we can ensure that an inbound strategy in which we work on organic traffic in the long term will pay off more.To end this article, I would like to leave you wit a graph to visually see what we have been seeing:organic chart and PPCThe crossing between the two lines is the moment when the two strategies have the same cost per lead.The red line shows us how in an inbound marketing strategy the cost per lead is decreasing, while the green line shows us the increase in CPL in the case of online advertising campaigns.In short, inbound advertising is very positive in the short term, but to seek long-term effectiveness you must work on attracting organic traffic, since it is the only way to make your strategy sustainable and effective over time.Are you already implementing this type of combination strategy? I’d like to know your results, why don’t you tell me in the comments section?

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