Most of the time, the solution to your problem boils down to choosing between two marketing strategies: search engine optimization (SEO) or pay-per-click (PPC) campaigns.
But which method is suitable for you? Is it better to pursue an organic-first approach and find consumers through search engine rankings, or is it better to invest in an advertisement at the top of a keyword results page?
In this article, we’ve explored what you can expect to achieve from each of these two acquisition strategies.
Search engine optimization (SEO) can help your content rank high on search engines, making it more likely that your audience would click and trust your content.
SEO is also more successful for local searches and may help you maintain a stronger online presence for a longer period.
Pay-per-click (PPC) is an acquisition technique that needs you to pay ad money to get your content in front of a targeted audience when they search for certain keywords online.
Instead of choosing between SEO or PPC, why not combine the two strategies and make them work for you?
Here’s how you can get the best of both worlds.
Did someone visit your site, probably the pricing or check-out page, without buying?
You can easily use a retargeting ad to prompt these visitors, even after they’ve left your site, to come back and make a purchase.
While you want your content to rank organically, you can give it a quick boost by promoting it on social media.
Not only do these kinds of ads help with content distribution, but they could potentially help you acquire essential backlinks that’d boost your rankings.
Also, it’s going to be a shame not to promote your latest blog post, guide, report, or case study after spending hours creating it.
PPC campaigns grant you access to a lot of data — keyword search volumes, keywords your competitors are bidding for, highest converting calls-to-action, and so on.
You’d be able to build better SEO tactics with less work if you used all of this data.