In our digital era, businesses operate in a virtual environment. This has significant ramifications for the way marketing is carried out. Traditional marketing techniques might not be as effective as you’d expect, and new methods are needed to take its place.
What is peak marketing?
Peak marketing is the practice of marketing during high-traffic periods, typically thought to be during the most active weeks of the year. The phrase comes from the practice of climbing a mountain, only to reach its peak and then start descending. Your marketing efforts during this time will reach their zenith and then start winding down, as you go back to your normal routine.
This is a crucial time in a business’s life, as you’ll want to capture as much market share as possible, before the decline phase sets in. Knowing when to market is one of the most crucial aspects of doing business in the digital era.
When Should You Market?
It’s important to zero in on the right timing for your marketing efforts, as you won’t want to overextend yourself and get burned out. Your marketing budget and schedule should match your business’s overall strategy and goals. Ideally, you’ll want to find a balance between the two so that your businesses functions at its best while you enjoy your peak marketing phase.
If you’re thinking about investing in paid online campaigns, now might not be the best time to do so. While it is possible to maximize exposure and gain market share during the height of the season, it’s also important to consider whether or not your online presence is ready for such an endeavor.
In the summertime, people are likely to be browsing the web for holiday-related things, such as travel sites and booking apps. It’s also a common practice for people to research and book flights and vacation packages during this time, so if you’ve got a travel-related site, a luxury retail site, or a site geared toward professionals, now might be a good time to promote these sites.
On the other hand, if you’re looking to promote a tech-related website, you might want to wait until the end of the year, when people are likely to be researching technology-related things, such as laptops, tablets, and cell phones. The advantage of this approach is that you might reach people who are interested in what your site has to offer, even though they haven’t given it much thought. Plus, if you do a good job of introducing the topic at hand, you could gain their interest and ultimately gain their business.
Types Of Online Campaigns
Depending on your budget and what you’re looking to achieve, there are a variety of ways you can go about promoting your business’s brand. If you’ve got a limited budget, you might want to consider focusing on organic search, as it’s the cheapest type of marketing. This is where you’ll find your target audience when they’re searching for relevant content on the web. You won’t need to pay for every click, as with paid campaigns. Also, with organic search, you’re not limited to paid ads, as there are no restrictions on what you can promote.
If you’ve got the budget for it, you might want to consider paying for performance-based marketing. This is where you’ll find paid ads that behave like real people, clicking on them and then buying the product or service they’re promoting. The advantage of this approach is that you’ll know precisely who’s reached out to by your paid ads and can build off this data in the future. In addition, you’ll have the option of measuring the results of your paid ads in a variety of ways, including, but not limited to, conversion rate, earnings, and sales.
Paid Vs. Organic
It’s important to note the difference between paid and organic search, as the first is typically less expensive than the latter, but doesn’t necessarily guarantee you’ll reach a specific audience. In order to get the most out of your organic search, you’ll want to do the following:
- Curate content for your target audience
- Use keywords in your copy
- Build a good brand reputation
- Create a steady stream of engaging content daily
- Make sure you’re checking your site’s performance regularly
- Measure the results of your efforts regularly
- Use specific metrics to track your progress
- Don’t be afraid to change things up
- Create videos to teach your audience
- Use social media to grow your audience
- Include ads on your site as part of a paid search strategy
- The list above is not comprehensive
While paid and organic search have their perks, it’s also important to understand that one does not necessarily dominate the other. For instance, if you’re promoting a retail store, you might want to prioritize organic search due to the fact that people are more likely to click on product images and head to websites in order to learn more about a product, rather than just walking into a retail establishment and browsing their shelves.
The Future Of Marketing
The line between paid and organic search sometimes becomes blurred, as people are now conducting both types of searches simultaneously, using search tools that blend the two. In addition, social media is being used more and more to gain exposure and grow a business’s brand. Marketers are now relying not just on SEO and paid ads, but also on social media, which can help businesses gain a competitive edge.
Organic search gets its own section in this guide, as it’s a crucial component of any marketing strategy. Even if you’ve got the budget for paid ads, you’ll want to make sure your website is prepared for organic traffic. If it’s not, then it might be time to reevaluate your overall marketing strategy.