Every year, hundreds of billions of dollars are spent on marketing. Traditional marketing methods like TV ads and billboards are being replaced by digital marketing methods like SEO, PPC, and email marketing. According to HubSpot Blogs research, 78% of marketing managers plan to reduce investment in TV, radio, and outdoor ads. Why? They know that these methods aren’t as effective as digital marketing.
Many marketers will tell you that SEO, PPC, and Email Marketing are the biggest sources of income for them. However, not all online marketing strategies are created equal. Some methods are more effective than others when it comes to generating web traffic and leads, and it’s important to know which ones are worth your time and money.
Search Engine Optimization (SEO)
SEO is the process of improving the ranking of a website or web page in search engines like Google.
The great thing about SEO is that you can start small and test different variations of content to see which performs best for your business.
SEO is a long-term strategy that requires consistent effort to see results. However, it’s important to note that SEO isn’t something you can simply turn on and forget about. There are specific ways you can make sure that your content is appearing in the right places and that it’s being found by the right people.
As a business owner or marketer, you’ll likely already be familiar with Google Analytics. Whether you use this tool or another similar tool like Hitwise or Criteo, you’ll need to have a clear picture of how well your SEO is performing and what changes you can make to improve results.
Paid Search Advertising (PPC)
Pay-per-click advertising, or PPC, is when you pay to have your ads displayed when someone searches for your product or service. You can take advantage of trends like VR and AR to have ads appear in the form of videos, 360 photos, or other engaging content that keeps users interested and engaged in your brand or product.
PPC is one of the most common forms of digital marketing, so it’s important to know how to effectively use this method to achieve your marketing goals. However, just like SEO, PPC isn’t something you can simply turn on and forget about. You’ll need to monitor your performance daily and make changes as needed to improve results.
Even if you’ve never done so, you’ve likely been exposed to email marketing. Whether it’s a marketing email from your favorite clothing brand or a coupon from your favorite restaurant, chances are you’ve received at least one email promoting a product or service that you either purchased or are interested in purchasing.
Marketers have known for a while that email marketing is one of the most effective digital marketing strategies. According to HubSpot Blogs research, 66% of consumers say that they would be likely to buy a product or service that they’ve learned about through an email marketing campaign. That’s a lot of buying potential! Just remember that you don’t need to have a large list to generate results – sometimes a short, personalized email is all you need to get the job done.
The Importance Of White Hat Versus Black Hat SEO
When doing SEO, you’ll inevitably come across articles or websites focused on “SEO tricks” or “black hat SEO” techniques that search engines like Google don’t like. For example, using automated tools to rank your site, creating content with the sole purpose of tricking Google, or engaging in any type of content manipulation.
While these tactics may get you a short-term boost, Google favors sites that are naturally rich in content and rely on quality over quantity.
The Importance Of Having A Plan B
It’s important to have a plan B in case your plan A doesn’t work out as expected. If you’re investing heavily in SEO and suddenly don’t see the results you’re looking for, it’s important to have another form of digital marketing you can fall back on. This is why it’s important to continually test different SEO strategies and have backup plans.
You may decide that PPC is a good choice for your plan A, but if that doesn’t produce the results you’re looking for, maybe you should try plan B.
Reducing Your Investment In TV, Radio, And Outdoor Ads
Last but not least, we have TV advertising, outdoor advertising, and radio advertising. While these forms of traditional advertising remain popular, they aren’t quite as effective as they used to be. We’re moving toward digital marketing in all forms, and advertisers are responding by reducing their TV, outdoor, and radio ad spend.
Why? Because people are getting smarter about not being manipulated by advertising. In 2019, 78% of people say they’ve learned to ignore advertising or have become immune to it. That’s a significant chunk of the population! If you’re concerned about advertising’s effect on you (and why wouldn’t you be?), you might want to consider a digital detox. This might entail removing all social media accounts, closing down your email marketing account, and avoiding all sites where you’re bombarded with advertisements. Doing so would stop all forms of digital marketing, including SEO, PPC, and email marketing. If you really want to get rid of all advertising, you could also consider blocking advertising cookies.
In summary, the marketing world is changing, and so is Google. Thanks to the advancements in AI and machine learning, the search engine is now capable of understanding the intent of your content rather than just matching keywords to articles. As a brand, you need to keep up with the trends and ensure that your marketing strategy reflects the changing times. To do this, you need to familiarize yourself with the various forms of digital marketing and understand which one is most effective for your situation. When investing in online marketing, you need to make sure that you do so responsibly. Ensure that you’re not violating any laws and that you’re operating in a legal manner. Ensure, also, that you’re not paying for ads that could potentially harm your brand’s reputation or image. Last but not least, be sure to set aside enough funds to continue with your marketing plan once the initial budget is depleted. If you do these things, you’ll be well on your way to a more effective, responsible, and profitable marketing strategy in the years to come.