Cut the Waste: How Paid and Organic Strategies Can Fuel Each Other

Every dollar spent on B2B marketing counts and every strategy must deliver results, so it's crucial to ensure that your paid and organic marketing efforts are not working in silos but are instead fueling each other. 

Paid and organic marketing are often viewed as separate entities, owned by different teams. Hello silo! And even though they both have their own set of goals and metrics, when integrated thoughtfully they can create a powerful synergy that amplifies marketing’s overall impact. Here’s are some benefits and valuable tips…

• Leveraging Data for Optimization: Paid campaigns drive immediate traffic and awareness. The engagement results provide data that can be used to inform your organic strategy. If a particular topic or keyword is performing well in paid ads, it's a relatively good signal to prioritize it in your SEO and content strategies.

  And high-performing audience segments on paid should help inform organic content that engages that segment too.

• Boosting Organic Performance: Most of us know that paid campaigns will give a boost to your organic traffic and content. Send that traffic to your site so that traffic and engagement can help the content gain traction and improve its organic search ranking.

• Reinforcing Brand Messaging: By aligning your paid and organic messaging, you reinforce your brand's voice and value proposition. This consistency helps build trust with your audience and ensures that your message is cohesive.

Get your teams talking about metrics & content on a regular basis:

The two teams should identify key themes and topics to focus on regularly and plan how each piece of content will be promoted. For example, if you’re launching a new eBook, launch your paid campaign to drive downloads but also optimize the landing page on which it lives, for organic search ranking.

Conclusion

Cutting waste in your marketing efforts isn't just about trimming budgets. It's about ensuring that every strategy is working in harmony to achieve your goals. By making sure that your paid and organic marketing efforts are fueling each other, you can maximize your ROI, enhance your brand’s visibility, and drive better results.

Please reach out if you’re looking for help on optimizing your marketing strategy. Together, we can ensure your paid and organic efforts are in sync and driving your business forward.