What are the advantages and disadvantages of organic vs paid online marketing channels?

In my line of work (PR) earned media (aka organic) is the most valuable. For example, I tell our clients - what do you think has the most impact? You bragging about yourself on your website or in a sponsored post OR The New York Times bragging about you - totally unpaid. Especially if you’re in a market where credibility is everything (FinTech, Cyber, etc) nothing is more valuable than earned and organic. Now, here is the cool twist. Once you have an earned media feature to advertise, you literally have the most powerful and cheapest top of the funnel ever. You get the power of paid ads PLUS the power of earned media (meaning there’s no resistance to it being read, cause it’s not actually an advertisement!). Those together = 🔥

Organic is for folks playing the long game. Having good organic is essential in a down economy. Customer acquisition costs usually are higher during economic downturns, however with good organic Lead Gen already in place you can weather the storm. Also organic continues working long after you post and create unlike with ads.

In my experience, organic marketing is fundamental to a robust marketing strategy. While paid methods, like ads, can be a great way to swiftly boost brand awareness and sales, they only show results while you pay. Once you turn off your investment, you no longer reach your audiences through those ads. This is where organic marketing shines, offering sustained, long-lasting results. By utilizing channels such as social media or email marketing, businesses can maintain a consistent presence and also better connect with their audience on a deeper level.

Paid channels can also be more easily optimized towards business outcomes. While organic channels can produce low-cost reach, you're less in-control of who the content reaches; their intention to purchase your product and the context of how they're hearing about your brand (eg. negative press) is also unknown. Paid media allows you to reach your ideal customers, at the right time, and you get to control the narrative almost completely.

Both paid and organic marketing channels can be valuable, but there is also a generational component to consider. Gen Z, for example, has grown up with digital advertising, and they can spot the difference between paid and organic quickly. Younger cohorts prioritize transparency and authenticity -- and paid ads may not be perceived as either. Factoring in trends in your target demographic can help you invest appropriately in the right mix of paid and organic opportunities.

Your website (including landing pages for paid, SEO, events, etc.) is much more than just an organic channel. It's a junction box where all traffic lands. It's your brand asset and needs to be viewed from a slightly different lens than organic channels. What helps is a digital strategy blueprint of how traffic converges from different sources and segments, the content that's brought them there, and how they navigate different parts of your website, subscribe to your content, sign up for a trial, activate, and convert. That blueprint needs to involve how this gets stored in the CRM, showcasing intent and content classified by specific keywords so your downstream campaigns can be better personalized and segmented to drive better CRO.

There is not such a thing as organic vs paid channels. Everything is paid. 'Organic' is taken as free, and it is not. There real difference is: sustainable vs unsustainable. In organic channels: you pay for creating content. In 'paid' channels: you pay to remain visible. Every channel complements each other so think what is important for your business right now: If you do not have the money, invest in organic channels with your time. If you have the money, put your brand in front of everybody with strong campaigns. If you put both together, you'll win.

Organic marketing is like the effort you put into growing a garden. It takes time and dedication, but it’s worth it when you see long-term growth. Paid marketing is more like buying flowers for your garden. It’s quick and looks good right away, but you’ll keep having to buy more to keep it up. I think a mix of both is best. Spend time on organic to really connect with people, and use paid to give things a push when you need it. Together, they help your business really bloom.