Pay Per Click marketing used to be one of the widely-used online marketing strategies around. With the help of search engines, small businesses, private organisations, and nonprofits have tried increasing conversation rates using PPC strategies. However, as the Internet becomes more social, PPC marketing has experienced a sudden plummet. Social advertising and content marketing have taken the driver's seat as social networks become the most visited websites. Facebook, Twitter, and LinkedIn to name a few have transformed themselves from a social platform to an inbound marketing tool.

Engagement is high on social platforms since users nowadays will most likely log in on their Facebook accounts before checking their emails. What's surprising about online marketing is that progress is sporadic and before you know you're not increasing conversion rates using social ads as well. As a small business owner, it's a given that you will have to do some content marketing initiatives like blogging, content syndication, and branded content strategies.

Nowadays, your target audience isn’t just looking for you on the Web, you need to have the initiative to reach them. While you can spend and invest in social ads, you don't need to bombard your target audience with ads. You need to stay relevant to your target audience when it comes to online marketing, which brings us to the next big thing in online marketing – native advertising.

Is Native Advertising Better than PPC and Social Ads?

The first thing to learn about native advertising is that you have to determine if your needs as a small business. Traditional advertising like TV commercial or print ads aren't custom-tailored to cover your target audience. The issue with PPC and Social ads is that they sometimes get cluttered and reach users who aren't really your target audience. So the idea here is to ascertain your business’ marketing needs and how your target audience is spending time online.

First, you need to study the demographics of your potential customers and current ones so you can use that data to determine where to invest using native ads. Next, you need to establish a communication plan for your product since your brand story and social media content plan will after you created a communication plan. Native advertising isn't rocket science but it needs meticulous planning. Native ads will show up while a user is browsing on relevant websites. For instance, if your nonprofit is helping stray dogs get foster homes then your ads will find their way on dog-related websites or if a user is searching for a good dog food at an online store.

So how can your small business benefit from this native advertising coupled with a content marketing approach? Here are some reasons to consider:

1.) You can tap bloggers and invite them to your store not only to increase SEO but for your content to appear on their blogs as well.

2.) A related industry blogger will already have a portion of your target audience which you can reach and entice to be supporters and donors.

3.) You can partner with another business owner with a website that features relevant products or services related to your non-profit.

4.) You can increase your target audience through referrals of partners and non-profit bloggers.