Industrial Marketing: Paid Advertising vs Organic Content
Have you been considering paid ads versus organic content and wondering what’s best for your industrial marketing strategy?
Here at MFG Tribe, our marketing agency works with clients on a daily basis to figure out the best industrial marketing strategies for our clients. There’s so much to consider and it really comes down to short-term and long-term goals.
Some clients have more robust marketing teams and others don’t, so we make sure to start by meeting everyone where they’re at. The first thing you need is a clear idea of the difference between paid and organic options:
1. Industrial Marketing with Paid Ads
Paid ads include a number of online tools from Google ads, such as search, re-targeting, display. There’s also display with YouTube, LinkedIn ads, and ads run on other social media platforms.
2. Industrial Marketing with Organic Content
Then you have the “free” stuff. Organic content involves looking at on-page SEO and off-page SEO. Good SEO takes time and expertise, and it’s also poorly understood by most industrial companies.
There’s no one tool that always works best. That’s why it’s important to fully consider your options, know which one is best for your company, and also figure out if the best strategy is a combination of the two. Here are the main considerations you should be paying attention to:
You Can’t Guarantee a Linear Relationship with PPC Ad Campaigns
From 30,000 feet, my thinking is that if you don’t have to pay for traffic, then you shouldn’t. I also come from the position that paid ads should be strategic ads. It seems really simple, but a lot of people keep this old-fashioned belief that money in means value out.
But if you pay each time someone clicks on your ad and then that person doesn’t continue on to the rest of your site, you’ve missed out. And for these paid ads, the benefit tends to plateau at a certain point.
LinkedIn Allows Advertisers to Target Strategic Companies and Strategic Lists
If you are going the PPC route, you really need to make sure that every click is a good click. You want to target people that have the highest chance of actually becoming customers.
LinkedIn is the only platform where you can strategically target people and only show your display ad to those people. You can be charged up to around $15 per click, but you only get charged with that strategic person is enticed by your ad.
Companies Take Too Long Sticking to Strategies that Aren’t Working
If your company is using paid advertising, you may be getting a good return or a bad return. This is where my industrial marketing agency, MFG Tribe, comes in and creates a tailored content strategy for our clients. Most clients come in with bounce rates that are way too high. We get that paid ad spending down to the level with the highest value.
For organic content, we convince Google that you are a subject matter expert so you can climb in the search rankings. Many of our clients end up ranking first for their content. Organic content takes longer but has more lasting results.
#industrialmarketing #bestindustrialmarketing #industrialmarketingstrategy
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