With the myriad of social media platforms used by consumers these days, it can be difficult to determine how, when, and where to use them. In choosing the right digital marketing strategy, marketers can reach out to their audience either by investing in paid traffic or organically. Organic search drives 53% of web traffic while paid search drives 27%.

Both marketing strategies – organic or paid, have their own strengths. Hence, it is apparent for marketers to understand when to use each approach and how to effectively integrate it into a marketing campaign.

In this week’s topic, we will discuss the differences between organic and paid marketing.

What is Organic Marketing?

Organic Marketing is a strategy that generates traffic to your business organically rather than paying for it. Some of the examples of organic marketing are:

–   Blog posts

–   Case studies

–   Social media stories and posts.

–   Email newsletter

–   Search Engines

The main objective of organic marketing is to increase brand awareness and build relationships with your audience through unique, entertaining, and engaging content. When measuring organic marketing effectiveness, you must look at which content generates the most traffic to your site, and the leads generated through those campaigns.

You should utilize SEO in your organic marketing as it helps to increase your brand awareness.

You can read more about how you can expand your social media reach here.

What is Paid Marketing?

Have you come across sponsored advertisements when scrolling through social media or on the first page of your Google search results?

Those are paid marketing. Paid marketing simply allows you to reach out to a new audience that has not come across your brand. In turn, converting those new leads to sales. To put it simply, you are paying for results.

Some examples of paid marketing are:

–   Social Media Ads

–   Billboards and Posters

–   Pay-Per-Click

–   Influencer Marketing

Paid vs Organic

Organic marketing helps you to build a closer relationship with your audience. With organic marketing, you can support and retain existing customers. It shows new audiences more about your brand.

As compared to paid marketing, organic marketing requires more time and effort in reaching your goals. This is because there is more time for experimenting with the right strategy and content that are suitable for your audiences.

Unlike organic marketing, paid marketing helps you to reach a larger number of people. You can target the ideal group of audiences easily. This requires a constant investment as you require a certain amount of budget.

Combining both marketing strategies

These two strategies work best together. For example, your brand can post blog articles on a regular basis while simultaneously launching paid social posts or advertisements. 

As marketers, you should build out strategies according to the approach that will help you achieve your goals. A complete marketing strategy is the combination of both strategies. 


‘You can’t buy engagement. You have to build engagement.’ – Tara Nicholle Nelson

Organic and paid marketing, just like peanut butter and jelly, often works best when used together. However, you will need a strategic plan for balancing these two strategies that will produce the best optimal results.

We can help you with both your organic and paid marketing. Have a chat with our marketing experts on how you can gain more brand awareness with organic and paid marketing!