Paid Vs. Organic Media: What's Best For You?

Not sure whether to choose between organic and paid social media? Don’t worry - we’ll break everything down for you below. 

Key Takeaways

• 49% of businesses say that the best marketing ROI was through organic growth
• 58% of people said they visit a brand's social pages before visiting its website
• 80% of consumers say that brand familiarity makes them more likely to buy
• 73% of businesses use organic social media marketing to amplify their content
• The average paid search campaign generates a 200% ROI
• 28% of Internet users report that they have found new products and services through paid social media

See Related: Organic Vs. PPC In 2023: Which Is A Better Investment?

What Is Organic Social Media?

Organic media refers to any content that gets posted or shared using the free tools provided by any social channels and platforms. These organic efforts can include posts, photos, videos, memes, blog posts, or stories you share amongst your social media following without spending any money.

You might think that organic social media isn't necessarily revolutionary when it comes to one's marketing strategy. But many people underestimate just how much an organic strategy can impact their overall takeaways.

49% of businesses say that the best marketing ROI was through organic growth.

And an organic social media marketing strategy plays directly into your ROI.

What Does Organic Social Media Marketing Do?

#1. Organic media establishes your brand presence

When you create content on a regular basis, you're already expanding your digital presence. But what customers love is getting to know your brand on a personal level through your organic media.

From a survey of 1000 customers, 58% of people said they visit a brand's social pages before visiting its website. And that's an 81% increase from 2020 to 2021 alone.

Simply put, customers want to know who you are before giving you their business. And organic media can help you build that bridge. 

(Pro Tip: A reputable SEO company can help you build that bridge and maintain it.)

#2. Organic posts help you retain your existing customer base

Any solid business strategy involves retaining an existing customer base. And with organic media, it's easier than ever to continue reaching those very customers and further nurturing your business relationship with them.

In fact, 80% of consumers say that brand familiarity makes them more likely to buy.

So as you produce more and more organic content, know that your efforts are making an impact as organic media has been proven to drive future sales.

#3. Organic media fosters connections with potential customers

Amplifying your content through social media is a surefire way to reach a large audience. After all, if your target customer base is mostly hanging out on social media, then you ought to bring your content to them, right?

A recent survey conducted by SEMRush revealed that 73% of businesses use organic social media marketing to amplify their content.

Even in the debate between organic vs. paid social media, this statistic stands on its own. Social media is the playground everyone wants to join in on.

Bonus: 14 Reasons Why Your Business Needs SEO In 2023

What Is Paid Social Media?

Paid media is anything you pay extra marketing dollars for to promote your business. This can look like boosted posts, PPC ads, video ads, and even lead generation forms.

Paid media is a good example of the term "instant gratification." But it comes with a caveat too.

While the average paid search campaign generates a 200% ROI, 70%-80% of users end up ignoring sponsored search results.

As you can see, paid media comes with its own benefits, just as organic media does. But working out a hybrid strategy is what's going to serve your business best.

What Does Paid Social Media Marketing Do?

#1. Paid social media helps you reach a wider audience

Paid media can be incredibly effective for reaching more specific audiences. Because paid campaigns utilize demographic data, you can feel more confident knowing that your ad spend is being well invested by reaching the customers you truly want to reach.

In fact, 28% of Internet users report that they have found new products and services through paid media.

So don't go thinking that paid media has absolutely nothing to offer. When paired with an organic strategy, you can reap the benefits of both.

#2. Paid social campaigns can help you reach your target audience more precisely

Every business wants to target its ideal customer. And luckily, paid media helps you target those exact archetypes.

Currently, ad placement and audience targeting are the top optimization tactics being used by display advertisers today.

So if you want to take out the guesswork and go straight to those target customers, consider paid media strategies here and there to help you reach your goal (coupled with an organic media strategy, of course).

#3. Paid advertising may help you reach your business goals faster

As we said earlier, paid media is the perfect example of "instant gratification." But if you want those results to stick, then you'll want to partner up with an SEO company that can manage your organic content while consistently driving long-term results.

At Up Inc., we know how to leverage the power of organic media with paid media. Pairing these two strategies together, we'll leave you and your business with increased sales and a stronger connection to your customer base. Just take a look at our proof of results.

Over the last 12 months, we've seen a 300% increase in organic visitor growth for one luxury beauty brand while raking in $98,980 in organic sales.

And that's all through harnessing the power of both organic and paid media. 

Keep Reading: 13 Benefits Of Blogging For Business Owners In 2023

--

Up Inc. eCommerce Agency is a digital marketing agency based in Los Angeles, CA. Founded in 2021, Up Inc. specializes in eCommerce, generating growth for brands by focusing on visibility, customer loyalty, and digital revenue. For more SEO tips and industry insights, follow us on Facebook, Instagram, and LinkedIn.