# Organic VS Paid Promotion: Why the perfect mix eludes you
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2023-01-04
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Organic vs. Paid Content Promotion: Finding the Right
Meta Description: Discover how combining organic and paid content promotion can maximise your marketing efforts, reach the right audience, and drive conversions. Click here for
URL: https://financedigest.com/organic-vs-paid-promotion-why-the-perfect-mix-eludes-youhtml

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With shifting media trends like rising advertising costs and lowering organic reach, marketers often have strong opinions on organic vs. paid content promotion.  You may either thing advertising is the answer or stand firm on the side of organic all the way.

The thing is, it was never either/or, and it’s increasingly [important to experiment](https://www.financedigest.com/buying-a-car-is-the-most-important-experience-for-millennials.html "Buying a car is the most important experience for millennials") with both.

If you look at them as black and white, you may be more likely to give up on a tactic altogether instead of finding what works. You can get caught in a cycle of trying paid acquisition, not seeing the total transformation you imagined, and giving up. Then you go with organic for a while and that doesn’t do [everything you need](https://www.financedigest.com/everything-cfos-need-to-know-about-workforce-planning.html "Everything CFOs need to know about workforce planning") it to, and it all starts over.

Instead, you should have been spending that time tweaking how you use each to work together to meet your marketing goals, [click here](https://techiedigest.com/digital-marketing-strategy-business-efficiency-in-2023/) to read about efficient business marketing strategies for 2023. The right combination is different for [every business](https://www.financedigest.com/survey-shows-10-of-small-business-owners-get-less-than-4-hours-sleep-every-night-worrying-about-business-risks.html "Survey shows 10% of small business owners get less than 4 hours sleep every night, worrying about business risks"), depending on things like your company’s goals, strengths, and weaknesses.

But why is that [combination so hard for so many marketers](https://www.financedigest.com/molasses-market-a-study-combine-with-challenges-and-opportunities-forecast-by-2017-to-2025.html "Molasses Market: A Study Combine With Challenges And Opportunities, Forecast By 2017 To 2025") to find?

## **Misaligned targeting**

Many [marketers are targeting their audiences in a way](https://www.financedigest.com/the-hiv-aids-testing-market-to-get-way-ahead-with-digitization.html "The Hiv Aids Testing Market to get way ahead with digitization") that makes paid acquisition misaligned with organic tactics. When they’re attracting completely different audiences, it’s hard to make them [work together](https://www.financedigest.com/alone-together-how-to-maintain-a-positive-company-culture-while-working-remotely.html "Alone together: How to maintain a positive company culture while working remotely").

For example, despite having enough information and knowledge of your best customers to create focused organic content relevant to them, marketers still use lots of “spray and pray” approaches to paid like [boosting Facebook posts](https://www.financedigest.com/how-the-epa-plans-to-boost-confidence-in-the-uk-payments-industry-post-brexit.html "How the EPA plans to boost confidence in the UK payments industry post Brexit") with no targeting or loosely defining custom audiences.

Instead of targeting irrelevant demographics to attract random audiences, use website [data from online](https://www.financedigest.com/wannacry-ransomware-attack-how-to-protect-your-data-online.html "WannaCry ransomware attack: How to protect your data online") tools. Using data from organic [marketing to inform your audiences and messaging](https://www.financedigest.com/analysis-ecb-seen-struggling-to-keep-market-on-side-after-mixed-messages.html "Analysis-ECB seen struggling to keep market on side after mixed messages") for paid helps them work in sync. You’ll be [reaching the same audience via multiple mediums to have more of an impact and use insights](https://www.financedigest.com/cosmetic-skin-care-market-to-reach-us-130-4-bn-by-2027-tmr-insights.html "Cosmetic Skin Care Market to Reach US$ 130.4 Bn by 2027 – TMR Insights") from each to improve the other.

For example, being able to better understand and target paid audiences because of [organic tactics](https://raphaellangos.medium.com/5-things-your-2023-social-media-strategy-cant-overlook-4932cc2acd57) can help you increase conversion rates and pull back on spend.

## **Managed by separate people**

The [next problem marketers face](https://www.financedigest.com/five-contenders-to-be-next-uk-pm-to-face-off-in-tv-debate.html "Five contenders to be next UK PM to face off in TV debate") is silos, even within the marketing department, making it harder for individuals and teams to work together. Paid and organic can be [managed by separate people who rarely talk](https://www.financedigest.com/exclusive-allianz-in-talks-with-banks-for-china-asset-management-venture-sources.html "Exclusive-Allianz in talks with banks for China asset management venture -sources") or collaborate.

When you’ve divided advertising and organic traffic so much that the [teams can’t work](https://www.financedigest.com/finance-teams-have-been-left-in-the-dark-on-the-real-cost-of-working-from-home.html "Finance teams have been left in the dark on the real cost of working from home") together, they can’t be expected to work towards the same goals. They miss out on insights from each other, like which topics or [assets are performing best with which audiences and are therefore worth](https://www.financedigest.com/tough-times-and-risky-business-which-emerging-market-assets-are-a-bet-worth-taking.html "Tough times and risky business – which emerging market assets are a bet worth taking") putting more resources behind.

You also [miss out on the opportunity](https://www.financedigest.com/accountants-risk-missing-post-brexit-opportunities.html "Accountants risk missing post-Brexit opportunities") to marry the two to convert towards the same goal and audience. For example, retargeting organic website visitors with paid ads to nurture them towards conversion. Instead, [scaling them together and treating them as a team instead of individual tactics helps them support each other’s growth](https://www.financedigest.com/increase-in-sales-of-human-insulin-market-to-scale-revenue-growth-in-the-global-market.html "Increase in Sales of Human Insulin Market to Scale Revenue Growth in the Global Market").

A popular [way to combine them is to use paid to fuel short-term and immediate results while using organic to tackle](https://www.financedigest.com/is-regtechs-rise-one-way-tackle-the-international-regulatory-game-of-risk.html "Is Regtech’s rise one way tackle the international regulatory game of Risk?") longer term goals in the background, for instance.

## **They’re in different phases of customer journey**

Finally, part of [the right media mix](https://www.financedigest.com/private-equity-funds-approach-italys-serie-a-to-explore-media-rights-deal-sources.html) includes knowing when and how to target each stage of the customer journey. With poor communications and silos in place, you cannot understand your full marketing funnel and the best formats for [moving customers from one stage to the next and can only focus on a limited area at a time](https://www.financedigest.com/move-over-tina-its-time-for-tara.html "Move over TINA, it’s time for TARA").

Each side has its own strengths and weaknesses, so [knowing what your marketing strategy is in need of is key](https://www.financedigest.com/5-key-things-you-need-to-know-before-hiring-your-first-employee.html "5 Key Things You Need to Know Before Hiring Your First Employee") here. If you don’t have a large organic audience, throwing your [team into retargeting that small](https://www.financedigest.com/scaling-a-small-data-team-with-the-power-of-machine-learning.html "Scaling a Small Data Team with the Power of Machine Learning") pool is focusing on the wrong part of the journey, you’d want to advertise to cold audiences’ fist to fill that funnel and retargeting pool.

Even within organic or paid, different tactics are best for different goals. [Brands that don’t put in the time](https://www.financedigest.com/its-time-for-a-branding-re-set-getting-back-to-basics.html "It’s Time for a Branding re-set – Getting Back to Basics") to experiment and mix channels can’t find what their strategy needs.

## **It’s not either/or**

Ultimately, the brands trying to choose one or the other when it comes to paid vs. organic promotion won’t succeed with either. By looking for a better mix of them both, your goals can start to come into focus.


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