There is a secret war happening right now. A cold war for your eyeballs. Businesses are fighting for your eyeballs, or rather for your visual attention.
On one side, we have Google (Online): the king of all online advertising.
On the other, Facebook (Social): the king of misplaced attention spans.
The point of this post is to highlight the options of where to place your money in this highly unsimplified digital world
- Search Engine Optimization (SEO)
- Pay Per Click (PPC) Advertising
- Content Marketing
- Mobile Marketing
- Conversion Optimization
- Social Media Marketing
These 6 main and most well known categories are what most business invest in, BUT you don’t need to throw all your money into each and every one to see some crazy ROI.
If you followed our 20 Part Marketing Masterplan, you would know your target market, how they act, how they shop, and most of all, how to get them to you.
SEO offers a number of advantages to small business owners and this is what I will discuss below.
Create a better and more user friendly website.
For starters, SEO will help you create a better, faster and friendlier website for users. Despite the name, search engine optimization is not only about search engines but the focus is on the user. When your users are happy, search engines are happy as well.
Following good on-page SEO techniques improves the user experience and this creates a number of short term and long term benefits.
Find new customers and assist growth.
If you think about it, one of the main reasons you have a website is to increase and differentiate your customer base. It is a fact that businesses that have a website grow twice as fast as businesses that don’t have a website.
SEO will help you gain better rankings in search engine result pages and this translates to more targeted visits and essentially to more customers.
Achieve better conversion rates.
An SEO optimized website is fast, easy to use and compatible with mobile and tablet devices. This also translates to better conversions i.e. visitors coming to your website are more likely to become customers, subscribers or loyal visitors.
Build brand awareness and trust through better rankings.
One of the hidden advantages of ranking in the top positions of the SERPs is brand awareness. Users are more likely to trust a brand when it appears in the first places when they search for a term rather than brands that don’t have a good web presence.
Small businesses that need to build brand awareness (either for local purposes or for expanding nationally) need to invest in SEO and gain top positions for the terms related to their business. This is not the 90’s anymore and search engines play a very important role in building or destroying a brand.
SEO is good for social media.
A webpage with high rankings will also gain more social media exposure. The relationship between SEO and social media is by-directional. Social media popularity is good for SEO purposes and SEO brings more social media visibility. In simple words, searches are more likely to engage when it is found in the first positions of the search engine results than a page that does not have good rankings.
Pay-per-click (PPC) sometimes referred to as paid search advertising or search marketing, is a practice of online advertising, whereby sponsored links are purchased on search engine results pages (SERP), websites, content sites or blogs.
Unlike organic SEO, PPC ads can be launched quickly, bringing in targeted traffic and potential leads to your website.
Additional traffic can be sent to your website, expanding your online visibility and helping you establish your company as a leader in your industry.
Highly-targeted website traffic
Assigning different ad copies for specific keywords and demographics can dramatically increase the quality of website traffic. PPC ads can be scheduled to run during the best target periods and in specific geographic regions.
PPC is a great way to provide low-risk testing for keywords, enabling you to determine if a full site optimization campaign is worthwhile. It’s also great for landing page A/B testing, allowing you to direct traffic to your choice of different pages of your site in order to find which pages convert at the highest rate.
Maximize the return on your marketing investment
Because you pay for PPC only when an ad is clicked, it’s easy to manage costs, track conversions, and determine your ROI. Cost-per-conversions are valuable when comparing your PPC campaign ROI against other marketing tactics. Data is reported accurately and correctly and campaign results can be tracked extensively.
Why Content Marketing?
As you continue to house quality content on your website, you’ll drive more traffic to your website. Consumers want to educate themselves before they talk to a sales person and having content – blogs, eBooks, videos, etc. – on your website will lead them there.
In addition to helping educate your customers, an effective content marketing strategy will improve your visibility in search results. As Google’s algorithm continues to evolve, it will reward websites that publish quality content most closely matching the searchers query. Having content on your website that lends insight into your customer’s common questions or problems will make you more attractive to search engines and improve your rankings, basically Content and SEO are very much done together.
Businesses that blog generate more leads per month than those who do not blog, FACT.
We have found this from our proven measured results time and time again. Through executing an effective content marketing strategy that hones in on your customers’ pain points, more qualified leads will find and use your website’s content. As you establish your website and by extension, your brand, as a trusted resource, you’ll build an authentic relationship so that when the customer is ready to make a call, your brand will be top of mind.
Promote Integrated Marketing
Another benefit of content marketing is its ability to integrate with your other digital marketing efforts. We’ve already talked about how it works hand in hand with SEO but it also plays well with social media. Social platforms serve as a great place to promote your content and your followers will benefit from the content catered specifically to them.
Why Mobile Marketing?
Users always carry their mobile phones with them. Most of the time, the user has his mobile phone on as well, which means, he or she receives the message at the very moment it is sent. Even if it is in standby mode, the message is received as soon as the user turns on his mobile device. Hence, mobile marketing techniques are always almost instant and gaining popularity fast.
Convenient to use
Since the screen size of a mobile phone is small, it limits the scope of content that can be displayed. This makes it convenient for the creators of the content, who can keep it basic and simple. Also, simpler content will adapt itself better to various mobile platforms.
The mobile platform interacts directly with users on their mobile phones. This allows for personalized interaction to a large extent. Using this benefit, marketers can even start a direct dialogue with the user, getting instant feedback via SMS.
Tracking user response
User response can be tracked almost instantaneously. This helps the mobile marketer better understand and analyze user behaviour, thus improving their own standards of service.
Huge viral potential
Since mobile content can be easily shared among users, mobile marketing can have huge viral benefits. Users invariably share good information and offers with their friends and family, so companies get a lot more exposure with no extra effort.
Why Conversion Optimization?
There is always room for improvement.
No matter how well-designed your site is and no matter how many visitors you’re converting into users, it’s likely you could make the conversion process easier and more painless for them leading to better results for you.
Paid advertising is only getting more costly and competitive.
Spending more on it is not the answer, especially if there are hiccups in your conversion funnel that need to be addressed. CRO works with what you have to help you to identify and deal with those problems first.
Optimization is about getting more of the right kind of customers.
It’s not just converting anyone. You are looking for people who will love your product and help your marketing efforts by telling everyone they know how great you are.
It’s essentially free.
CRO capitalizes on traffic you already have. This means you aren’t spending more money getting visitors to your site, just doing a better job of converting them once they get there. Optimization increases the return on your current investments, and converting a higher percentage of your current visitors is much more cost-effective than attracting new ones.
Why Social Media Marketing?
Improved Audience Insights
For every business, the key to success is knowing your customers. Social media makes this easier than ever. Social networks allow you to see what your potential customers are talking about while getting to know them. Businesses should use these networks to gather consumer information to better cater to their needs and provide them with the information they’re looking for.
Improved Customer Service (Develop a personality!)
Social media allows businesses to easily field customers comments, questions and concerns instantaneously. Although you may have a dedicated customer service department reachable through email and phone, it’s important to handle issues via the method of communication consumers prefer. Customers want to be assured that if they have a problem, they can easily be helped. Customers using one of the common social networks such as Facebook and Twitter, can communicate with you directly. This method also allows you to answer them in a public format that lets others see the quality of your customer service. This will also add a level of transparency to your business. According to Forbes, 71% of consumers who receive a quick response on social media say they are more likely to recommend that brand to other people.
Content is Easily Distributed
Social media should always play a large part of any content marketing distribution plan. In the past, marketers faced the challenges of reaching their audience with their content in the shortest possible time. Today, with the help of social media, businesses can spread the word with a click of a button. Social media accounts for a huge portion of referral traffic on the web, which means you need to make sure your content aligns to your brand and interests of your audience.
It takes roughly six to eight exposures to a product before a customer decides to purchase. A clear benefit of social media is repeat exposure of your content with network. This allows you the opportunity to remind them of what you have to offer, which can shorten your sales funnel dramatically.
Become an Influencer in Your Industry
As you gain more followers, your influence grows. The more people are talking about you on social networks, the more valuable and authoritative your brand will appear to new users. Interacting with major influencers on Twitter or other networks will also greatly increase your authority and reach. The more valuable information you put out there, the more readers will return and share your content.
When you’re sharing content on social media, you are giving users a reason to click-through to your website. Without social media, you are limiting your content to users who are already familiar with your brand or are searching for keywords you rank for. By adding social media to your marketing plan, you are adding more paths leading users back to your site. The more quality content you share on your social accounts, the more inbound traffic you’ll generate while creating conversion opportunities.
Enhanced SEO rankings
SEO requirements are constantly changing for businesses to successfully rank on search engines. It’s no longer enough to simply optimize your site and regularly update your blog. Social media presence is becoming a significant factor in calculating rankings. Businesses sharing their content on social media are sending out a “brand-signal” to search engines that speak of your brand’s legitimacy, credibility, and trustworthiness. If you want to rank for specific keywords, it’s necessary to be actively posting on these topics.
Are you looking to cut back on your marketing costs? Social networks are a great, cost-effective way to get your brand in front of fans and potential customers. Facebook, Twitter, LinkedIn and Pinterest allow you to promote and share content with no cost outside of your own time spent.
These platforms also offer advanced, but affordable advertising platforms you can use to target your consumers with demographic, keywords and interest-based campaigns.
As you can see, social media marketing can be greatly beneficial for all types of businesses. Do you have any other social media benefits to add to our list?
So, we cover some simple basic benefits of each of this different Marketing areas, we feel that all of these areas cover their own speciality and will work for a business maybe not yours but we guarantee you don’t need to invest in them all.
If you want to know more details or discuss what to do with your budget or how much please contact us and we will be more then happy to explain.
Leave your comments and thoughts below!