3 Ways to Better Integrate Your Organic and Paid Marketing Strategies

October 8, 2018

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We talk a lot about SEO and PPC tips in our blog posts, but a key part of savvy digital marketing is figuring out how organic and paid marketing tactics work together to achieve your goal.

In this post, we encourage you to take a step back and look at the big picture of what contributes to the success of your digital campaigns. How are your paid and organic search efforts complementing each other to create a holistically successful campaign?

Read on for 3 actionable tips that can help you more seamlessly integrate your SEO and PPC efforts for the ultimate digital marketing strategy.

1) Focus On How You Can Succeed Within Your Industry/Niche

Your ability to create a successful holistic strategy depends on how well you understand your position in your industry, and more specifically your niche.

Whether you’re trying every SEO “hack” and Google Ads trick on the Internet, but you won’t succeed if you don’t recognize what makes your company’s strategy as a fashion retail brand different from the approach of a food and beverage company.

It seems like a no-brainer, and yet businesses are investing a ton of time and energy into universal tactics promoted by SEO and PPC experts across different blogs. You’re much better off with competitive analysis that can help you pinpoint your strengths and weaknesses in comparison to peers in your industry.

Your end goal is more visibility in Google search results. Evaluating what the current market landscape looks like in your industry, how it is predicted to evolve, etc. will help you outperform your competitors. If you want to see results, you need a data-driven approach.

As we mentioned, since the competitive landscape has skyrocketed (over the past decade especially), it’s more important now than ever before to use tools that allow you to drive targeted traffic to your site at the ideal time for your goals.

2) Use the Google Marketing Platform to Your Advantage

The Google Marketing Platform is one of the greatest contributing factors to making it easy to make sure your paid and organic efforts are working together. Google defines the Platform as “…a unified advertising and analytics platform that enables stronger collaboration for your marketing teams by building on existing integrations between DoubleClick and the Google Analytics 360 Suite.”

Sticking to a data-driven approach when it comes to integrating your paid and organic strategies is key, and the Google Marketing Platform increases transparency about which marketing efforts are producing the best results for you. For example, the Platform allows you to interpret data in a way that enables you to increase conversions using demographic insights. This is a game-changer that can help both your both paid and organic campaigns.

3) Integrate Your Paid and Organic Social Media Efforts

If you are investing in ads across social media platforms such as Facebook, LinkedIn and Instagram, it’s important to make sure your organic social media activity complements your paid efforts. When the tone and look of your paid and organic posts on social platforms don’t match each other, it’s a potential red flag to users. You want your followers (and potential followers) to find your organic and paid content to be worth their time.

You don’t want to have a stark difference between your organic and paid media strategies because that won’t inspire trust in your target audience. After all, it’s likely that many of the same users that see your paid messaging on social media will also see your organic posts at some point.

Spend time aligning your paid and organic social media efforts to make sure it’s obvious that your ads and your regular posts come from the same company. Focus on consistent messaging, graphics, and even format.

To Wrap It Up…

With so many different ideas circulating digital marketing blogs, we hope you can find clarity by following these three simple recommendations. To make the most of your marketing budget, it makes sense to combine organic and paid tactics in the most cost effective way possible. Thankfully, Google is on board with integrating marketing and advertising data in the most seamless way possible.

Reach out to us to learn more about how we can help your business grow online with a holistic approach that utilizes cutting edge digital marketing tactics. Don’t forget to sign up for our newsletter for more exclusive tips, too.

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