Businesses tend to consider marketing as one huge department to be invested in. However, manufacturing content marketing can easily be categorized into two main categories: paid and organic. Although both of these can work in harmony, it is essential to understand the base differences between the two to use them to their strengths fully.
Paid marketing is a quick and easy way of marketing but with a higher cost base. The methods can be similar to organic marketing, but paid marketing is more costly and suitable for a larger scale. It allows businesses to achieve the feats that organic marketing promises over time to be converted quickly, like:
- Converting audiences directly and efficiently.
The fundamental difference between the two categories is that if you wait for your post to be found through organic search results, paid marketing pushes your content for clicks. It makes you get guaranteed results much faster and more effectively.
Although paid marketing has killed the concept of meaningful attention and now every brand is just after the number of clicks they get, advanced targeting and engagement have changed how B2B businesses decide their marketing budgets for the right audiences for their brand.
The following are some business development tips and ideas that have been proven useful to help B2B marketing budgets.
- Target Audience
Start your marketing strategy strong by defining your target audience. The demographics you collect will make sure that your content doesn’t go wasted and reaches the correct audience, which it is meant for.
- Website Design
You can’t merely function in a digital marketing era without a website. Even if you focus on generating B2B sales organically, you still need a website to host the party once it decides to do business with you.
- Search Engine Audience Targeting (SEAT)
For lack of any better example, you are offering a SEAT to your audience to engage with your content. You pay an amount to push your content to the targeted niche that your business domain has.
- PPC Campaigns
B2B is generally research savvy in nature. This is why it is a good idea to place your keywords in campaigns and ad groups. These campaigns typically work by following the purchase funnel strategy. It starts with Awareness at the top, followed by Familiarity, Consideration, Purchase, and ending with Loyalty, which continues the cycle again.
Organic marketing is defined as natural ways of marketing with less direct cost base. Usually, new businesses tend to work their way up through organic marketing. They tend to focus on ways that will pay over time, build their name through social media and word of mouth. Instead of shoving their content down the throats of their audience, organic marketing appeases to wait in line for it to be received. The most of your cost that you’ll budget for organic marketing is paying your staff responsible for doing the necessary work. Basically, organic marketing stands in perfect contrast to paid marketing with much less costs and eventual, non-guaranteed results.
It is best suited for B2B websites because they have a specific target audience, and they need to keep their interactions authentic with their customers. It is highly useful for developing a brand voice, educate and convert blog readers, and generate organic traffic for your website.
Here are tips to make organic marketing work for your companies’ best B2B interests.
- The SEO Strategy
This strategy is the basis of all basics. After learning about your target audience, you determine categories and topics to figure out your exact keywords. Keywords form the basis of your SEO strategy by directly relating to your products, services, and industry.
- The Linking Strategy
External links and internal links both are crucial to the link building strategy of the BRB website. Creating content that exercises link building with high ranking websites, quality internal links, and appropriate keywords are vital to target the right audience.
- Publishing Quality Content
Getting a firm grasp over your SEO and linking strategy leads to the generation of quality content. Posting quality content that is rich with appropriate keywords and links elevates overall SERP rankings. And the better content you put out, the better your ranking will get ultimately generating traffic for your business.
An excellent B2B marketing strategist would strike the perfect balance between the two: organic and paid. When deciding which one to consider as your primary focus, balancing the two and putting one at the forefront is essential to a successful marketing strategy.
If you are a recent startup, then focus on organic marketing and build your audience over time while keeping a budget aside to assign for content marketing once your target audience is set and ready to deliver guaranteed results.
However, if you are a well-established business and over time, you have run out of ideas as to how else your B2B marketing can grow, then it’s time to switch. Move on to paid marketing as it will save you time, and you will be able to invest in a strategic move that has guaranteed results.
In conclusion, the overall idea of digital marketing should be to focus but not limit. As both paid and organic marketing are crucial for a successful B2B marketing feat.
This is a guest post. We welcome guest posts about helping manufacturers increase sales and/or advance their marketing function. Send in your idea and you too could be a guest blogger on MMG.
Guest blogger - Amanda Jerelyn is currently working as Marketing Manager at CrowdWriter. She has an excellent command over both professional and personal interests. Amanda often shares her insights through her blog at guide2write.