I’ve seen many people saying that paid traffic is more worthwhile than SEO, others saying just the opposite and I started to reflect on the subject.
I see that there is a big mistake in this sense. Well, SEO and paid media are not competitors. Therefore, it should not even be a reason for comparison.
You cannot simply put a strategy aside to make another strategy believing that one is more advantageous than another.
The truth is that both complement each other, and you need to keep this clarity in mind if you want to get your business marketing right.
Inbound Marketing
The first point you need to note is that each of these strategies are different. SEO is part of Inbound Marketing and Paid Media corresponds to Outbound Marketing.
Come on, Inbound Marketing is called attraction marketing, and in that case you attract people to your business without being invasive.
That’s where the SEO strategy comes in. The idea is to try to make your articles rank on the first pages of Google, bringing quality content to people.
Those who are attracted through this strategy are usually still at the top of the funnel, and don’t know for sure that they intend to consume your product or service.
If that person sees a paid ad, he certainly won’t want to buy your product, because he hasn’t discovered this need yet.
It’s up to you to make her go through the entire consumer journey, until then she realizes that she really needs your product.
Outbound Marketing
Outbound marketing, unlike inbound, is marketing that is a little more aggressive. In it you will actually offer your product and service.
So, in this case, you will attract customers who are already a little further down the funnel and really want to buy the product you are offering.
See that he is already at a stage where he is not interested in reading articles, as he has already discovered the need and wants to go directly to the point.
Therefore, for this client, what is most worthwhile is paid media. It’s taking them to your page and directly showing the benefits of your product and service.
Did you see how SEO and paid media don’t clash? You need both strategies to engage customers at every stage of the customer journey.
Create separate work fronts
Now that you know that SEO and paid media do not clash, it is necessary to keep in mind the need to create separate work fronts.
Some people on your team should be responsible for Inbound Marketing, that is, attracting customers at the top of the funnel.
Other professionals, on the other hand, have to focus their attention on outbound marketing and attract customers who are already at the bottom of the funnel. This way you will have a much more complete and effective marketing strategy, do you agree?
