There are so many platforms and ways in which you can bump elbows with your audience, but one thing is true, building a paid AND organic reach strategy is essential for rapid growth and visibility.
So you want to increase your reach within various media, be it social, video, or written content. This is most likely because you understand the importance of having brand visibility and an audience to communicate your product, service, or brand.
It may seem like you need to take a crash course on what that even means and pointedly what that means for your business and marketing strategy. But never fear, we got your back! Come with us to take a look at the differences in paid and organic reach and what your brand can do to increase those numbers.
Better Together
One without the other is like having a peanut butter and jelly sandwich without the jelly or a burger without the bun. You may often hear those in marketing having arguments over which they should use and why. However, the reality is that both are important.
To maximize your reach, it's best to combine efforts, each strategy with its unique benefit and success. So let's first take a look into paid reach!
Paid Reach: Not Your Grandpa's Ad
When you hear the words paid reach, you may be dreading the idea that you may be spending hundreds or thousands of dollars just to become more well-known with your potential audience. However, the whole paid model has evolved quite a bit in recent years, and you may be happy to know that you don't have to spend loads of money to bring your goals to fruition.
So precisely, what does that look like? Well, paid reach is a strategy you can implement in your marketing efforts to convert your leads to revenue. For example, a company can choose to spend a fixed amount of money per month to push their content to more viewers. However, advertising is different online than in the traditional sense.
For instance, you can choose to spend one hundred dollars on Facebook ads and another hundred on Instagram and TikTok. Alternatively, if you are a business of one, you can have a smaller budget, such as one hundred dollars a month split between four types of platforms.
How Paid Reach Works
Ads can include things such as social media posts or videos. But what's more magical about paid reach is that you have the power to choose the audience you want to get your ad in front of.
If you are a software development company, you may reach a particular age group or look for those most likely to be interested in software development. This way, paid reach can be more calculated and targeted, making your dollars work for you.
It’s important to mention that for your paid strategy to bring the right leads into your DMs, you must understand your target market, who they are, where they hang out online, and what they like. This will add more value to your strategy and make your efforts seamless.
The benefit to a paid strategy is that it's automatic, meaning that your results will come to you immediately. However, it's a short game, with the prize being leads that will most likely become new clients or customers quickly.
Bringing in Your Audience Organically
They say nothing is free, and that may be true, as what we don't pay for, in money, we pay for in time. So don't let anyone tell you that your business can't possibly gather leads without paying cash money for them because that's a bunch of baloney.
Like paid reach, organic reach is a way to push your content to your audience without paying for it. I bet you are wondering how that's done, very strategically, that's how. Just as we spoke about the importance of knowing your target audience in paid reach, the same goes for organic reach.
Don't Underestimate the Keyword
When you create your content, copy, or social posts, you should do so with the intention of drawing in your audience over time. This is where keywords and SEO strategy come into play. The words you use on your landing page, blog posts, and social media content lend a hand in drawing your target audience to your digital front door.
Your content should be something your audience would enjoy, engage in and relate to. This is why it's furthermore essential to strategize on what content your company produces and how your leads would potentially search for the information.
Relevancy and Consistently
Your organic reach strategy is more of a long game, unlike paid reach. This strategy builds upon itself throughout time, taking into account how relevant your content is to what you do as a brand, your audience, and how likely they are to use a search engine to find you.
Not only that, but consistency is key as well. If you want to grow your audience organically, you will need to prioritize how often you are publishing content to the masses. You may choose to write one blog post a month or post social media content every day.
Here at Sud, we understand this concept, and it's at the core of our marketing strategy, not just for us but for our clients as well. For example, we have seen great success with our organic content strategy through social media by ensuring we post engaging content every month.
Due to this, our clients have seen their first lends within a few short weeks of starting a new account. Others have witnessed their first thousand followers on Instagram along with increased engagement. It goes to show that with a bit of patience and research into your target market, you can achieve a greater reach without spending a dime!
Time to Join Forces!
Both paid and organic reach are imperative to any marketing strategy if you want to achieve continual growth and bring more leads to your sales funnel. While each method has its success, pairing them together will double your chances of increasing your reach and expanding your brand identity. If you are looking to create a strategy that will boost reach, engagement, and revenue for your brand, don't be shy; chat with us, and let’s discuss how we can help you reach your goals!