The primary goal of running a business is to profit from sales with either the products or services they offer. To do this, business owners should focus on putting their business out there, and this could be done through marketing strategies that generate leads through different lead generation channels. This is divided into two of the most effective methods: organic and paid. And while both are crucial in a lead generation company’s strategy, it begs the question, which one of the two produces more quality leads?
To define what a quality lead is, let’s divide it into three categories and go through each. This will also help you determine which of the two methods drive quality leads to build your business more effectively.
When it comes to leads, the more you have, the higher your chances of making conversions.
For paid campaigns, leads are instantly generated and funneled to you by being more visible to users, while organic traffic takes time to build as you rank higher in searches.
In terms of quantity, PPC (pay per click) ads have a huge edge over organic methods due to its bigger reach. Despite this, we are talking about just pure numbers with a small chance of conversion, and you have to make a bigger investment when committing to paid ads.
Quality leads are those that are targeted with precision, giving you a higher chance for conversions. In this criterion, organic takes precedence over paid since search engine optimization is the more effective method for gaining more valuable traffic by marketing your business to the right people, turning them into potential customers.
This is where it gets a bit tricky, as the conversion potential can go both ways because PPC campaigns and SEO strategies drive different kinds of traffic. It’s going to be sheer numbers from paid ads against quality leads with relatively less quantity. To determine which one is more advantageous, you have to map out your marketing plan if your goals are for the short term or you’re in it for the long run.
The leads from paid traffic definitely have more conversion potential in the short term. This is a great way to build your brand either in its infancy or if you just need that quick boost. You have a 50 percent chance that visitors arriving at your website from your paid ads are going to purchase what you are offering. You just have to be ready to finance these ads to hit your short-term goals.
On the other hand, organic traffic through your SEO efforts have more value from the long-term relationships and trust you can develop with your visitors. The effect on return on investment will continue to climb long after PPC has reached its peak.
Organic and paid traffic have their own pros and cons, but ultimately, it all boils down to striking the right balance so that you could reap the benefits of the two. Paid ads from PPC are highly effective in driving traffic to a fledgling website, making it the best method when it comes to immediately build your brand or quickly gain market share.
It would also be best to start launching your SEO campaign early on to set you up for the long term since this takes time to build before hitting the right numbers. You can focus on your paid ads for immediate results while taking the necessary steps on building content, linking strategies, and other methods for organic traffic. This can help you cover all bases in both your short-term and long-term goals to boost your chances of success in running your business.