How to combine paid and organic into your ecommerce strategy

E-commerce is an incredibly competitive industry, with over 160,000 online retailers currently registered in the UK. To carve out a space in the market, you need a dynamic e-commerce marketing strategy that blends both organic and paid search. Working together, these marketing methods drive traffic and increase brand awareness for long-term, sustained growth.

Wondering how you can blend paid and organic marketing for your e-commerce brand? Let’s take a look.

Drive Quick Wins With Paid Strategies

One of the main reasons we love using paid marketing methods is that they lead to instant results. Unlike organic strategies, which take time and consistent effort, paid ads put you in the spotlight immediately.

This allows you to focus on your long-term organic marketing, knowing that your short-term engagement is taken care of.

If, for instance, you’re embarking on a search engine optimisation (SEO) strategy, you might not see results for a few months (though it’s well worth the wait when you do). To give you a quick lift before your organic strategy pays dividends, invest in Google pay-per-click (PPC) and hit those top results now.

Use Paid to Inform Organic Strategies

Paid advertising generates incredibly valuable data, which you can utilise to streamline your organic strategies. This is particularly useful in early-stage marketing when you might not have a lot of your own unique data to go on.

Let’s say that you’re focusing on social media marketing. Paid social will quickly highlight the content that performs best and drives the most engagement with your target audience. These aren’t paid-for metrics or generic numbers, but data that’s directly tied to how your real audience responds to your messaging.

Use this to inform the content you’ll focus on for your organic strategy, taking the guesswork out of your next steps.

Amplify High-Performing Content

When a piece of organic content does well, you should capitalise on it. You might have a video on your socials that’s seeing high engagement, for instance, or a product category that’s receiving more traffic than usual in search.

By using paid marketing methods, you can extend the reach of that content far beyond your existing audience, reaching new leads within your demographic. As it’s already proven to resonate organically, there’s a strong chance it will perform well in paid campaigns, too.

Retarget Organic Leads

The average e-commerce bounce rate is around 43%, meaning that a lot of your leads will leave your site before they’ve had a proper look around. This doesn’t mean they’re not qualified leads; in fact, it’s very normal for a consumer to need multiple interactions before a conversion. The trick here is to ensure you keep those leads returning.

By retargeting your organic leads with paid media, you can follow them across the internet. You’ll keep your brand fresh in their mind, tempting them with the products or services they’re looking at, and ensuring they don’t slip through the net.

Rethink Your E-Commerce Marketing Strategy 

At KAU Media Group, we understand the value of both paid and organic marketing and how they come together to create transformative strategies. From social media to search, our team’s ready to help you take your next steps with confidence.

For the best of paid and organic marketing, reach out to our team.