As a business owner, you need to display your brand online, this strategy will effectively improve your brand awareness. With this in concern, you need to consider digital marketing strategies, the two major techniques are organic and paid marketing. Organic marketing can improve your website traffic and ranking but it may take time.
The paid marketing strategy can build your reputation with customers in a shorter time. In this article, we will discuss the 4 major types of paid marketing strategies. To understand this concept, first your need to be clear about paid and organic marketing and their differences.
What is Paid Marketing?
Paid marketing is one of the best digital marketing strategies that can effectively improve your brand with paid ads. The strategy targets a potential customer of your brand, and the ads will be displayed based on their interest and their latest interactions with your brand.
Paid marketing includes all search engine marketing, displaying ads on SERPs, social media platforms, and websites. It also focuses on the targeted social post for target audiences and also the guest posting. It will cost less compare to other business rates.
What is Organic Marketing?
Organic marketing is the digital marketing strategy that can influence any brand with organic traffic. It includes SEO, social media posts, content marketing, and video sharing techniques and it mainly focuses on keywords. Basically, organic marketing is the strategy that helps to grow any brand, but these techniques do not include paid Ads.
Difference Between Organic and Paid Marketing
| Paid Marketing | Organic Marketing | |
| Goals |
The main goal is to pay for the best results, and it focuses on returning investments at a faster rate. In this technique, the experts will try to convert the viewers to the customer, and they will track conversion and engagement rates. |
Organic Marketing focuses on optimizing content and maintaining long term relationships with customers. The team of experts will screen the SERPs, traffic growth, and content-driven leads. |
| Tactics |
Displaying Ads, sponsored social media posts and PPC – Pay Per Click Marketing. |
SEO, link building, social media posts and email newsletters. |
| Benefits |
Do not wait for the customers and reach. Faster approach and the ads are posted for the targeted customers. |
Cost-free technique and it grows essential organic traffic. The content does not focus only on sales, and it is helpful for the viewers to understand the brand. |
| Drawbacks |
Paid marketing may be ignored by the customers if they feel the content is forced on them. |
It takes more time than paid marketing to screen the results. |
4 Major Types of Paid Marketing Strategies
Paid marketing is one of the best digital marketing strategies from search to social media channels, it focuses on a targeted customer base. Though there are different types of paid marketing, they will lie under these 4 major categories. The 4 types of paid marketing strategies are,
- Paid Search Marketing
- Paid Social Media Marketing
- Display Marketing
- Influencer Marketing
We can discuss these 4 types clearly with some of the pro tips to implement.
1. Paid Search Marketing
Paid Search Marketing is also called Search Engine Marketing (SEM), it uses text and image ads, for the relevant searches on search engines like Google and Bing SERPs.
Usually, paid search marketing acquires web traffic through PPC – Pay Per Click that appears within SERP. The PPC is indicated with a tag ‘Ad’, and this can be seen in SERP when your search for a keyword. These PPC Ads always have the first position in SERP, and the rest is organic marketing, which got its rank through proper SEO.
Experts use the PPC model by bidding for a top position on SERP, and a single ad can be bid for a maximum of $1 per click. The Ad network uses both the bid and quality signals to determine when and where the Ads should be posted for the relevant search.
The recommended tools for SEM are Google Adwords and Microsoft Advertising.
Pro Tips
Google Adwords is the best tool for SEM, and you can improve the effectiveness of your Ad through these tips,
- Improve your Quality Score
- Use Location-Based Bidding
- Supplement Lagging Organic Efforts
2. Paid Social Media Marketing
The technique targets the users on social media like Facebook and Instagram based on the interest and interaction with your brand.
Having a social media presence like Facebook Page, Twitter account, Instagram profile, YouTube channel and Pinterest boards help you to increase your brand awareness among the social media users. This is because the use of social media has been increased in recent years by all the people in the world.
Like SEM, paid social media marketing is also a bidding model that displays ads for the customers who have shown interest in your brand and products. These ads can also be displayed for the users who search for similar products of your organic customers.
The recommended tools are Facebook Ads, Instagram Ads, YouTube Ads, Pinterest Ads, LinkedIn Marketing Solutions.
For example, if you are screening an Instagram news feed, you see a number of ads, the word ’Sponsored’ indicated that this is a paid Ad campaign on Instagram.
Pro Tip – Focus on Conversations and follow your customers actions regularly.
3. Display Marketing
Displays marketing is similar to SEM that displays ads for the site visitors. These display ads are digital billboards, that took a banner shape and were displayed on the web pages.
These are the text boxes with clickable headlines, and they are able to play videos and GIFs. These display ads sprawl on the internet and they will move from one website to another. An ideal display ad has clear goals, target audiences and a compelling copy.
The process of display marketing is also called retargeting technology, which retargets the people who are aware of your brand and products. It will capture the new users by displaying banner ads on websites, and if the user doesn’t interact with your ad, the banner will move from one site to another by tracking the user action.
The recommended tools for Display Ads are Google AdSense, Adroll, Adsterra.
Pro Tips
- Optimize your Ads with Negative Keywords
- Remind visitors of your Value Proposition
- Use Call to Action
4. Influencer Marketing
Influencer marketing is done with the help of influencers with large social media followers. Most of the B2B and B2C marketers will work on influencer marketing to attain large consumer rates. Influencers are industry experts who have a large network and followers.
Influencer marketing can be done with sponsored Instagram posts, YouTube mentions, guest blogs and Twitter shoutouts.
The recommended tools for influencer marketing are BuzzSumo, FameBit, BuzzStream, and Upfluence.
Pro Tips
- Choose a Legitimate influencer
- Make a relationship with influencers
- Advertise your best products
Benefits of Paid Marketing
- Build Brand Awareness, because branding is important in any business
- Encourage Customer Engagement
- Target Specific Audience
- Optimize and Measure marketing campaigns