Why Organic vs Paid Balance Matters in Your Marketing Mix

If paid ads are doing all the heavy lifting while your organic channels snooze in the background, you’ve got an imbalance. Sure, you can survive like this, but it’s like living on takeaways instead of learning to cook. You’ll get by, but it’s expensive, unsustainable, and in the long run you’ll pay more for less.

Paid campaigns are powerful when it comes to the top and bottom of your funnel. They can drive awareness at scale (top of funnel) and get your brand in front of the right people, fast. They ALSO convert interest into sales (bottom of funnel) by allowing you to retarget those warm audiences with timely offers and reminders. They’re quick, effective, and give you the ability to scale your results, fast.

Your middle-of-funnel engine is improved by consistent organic social media content. Think of your organic channels as the place where you educate, connect, and build trust with your audience. Share evergreen tips, guides, and how-tos that show your expertise. Give a behind-the-scenes look, showcase customer stories, and build genuine relationships, and remind your audience why they should choose you, without the hard sell.

Organic social makes your ads work harder by keeping people warm between campaigns, so they’re more likely to convert when the next ad hits their feed.

This isn’t about ditching ads, they’re essential if you want to grow, but if paid is your only play, you’re building a fragile system. By balancing paid and organic, you create a marketing mix that keeps your funnel flowing from top to bottom, without breaking the bank. 

If you would like some help with making sure you have content keeping your social feeds warm book in a call with our marketing strategists.