What Type of Digital Marketing is Right for Your Business?
So you’ve started a business, or you have one up and running that you want to take to the next level. You know that you need to market your product or service but in this day and age the options available to you are vast and the terminology flying around even more so. Without a 4 year degree or a translator handy it can be extremely difficult to decipher whether the guy in front of you saying he’s using PPC and keeping an eye on his bounce rate is talking about digital marketing or his party habits.
This “FUD” (fear, uncertainty and doubt) makes it extremely easy to be sold on a digital marketing strategy that is just not right for your business-leading to wasted spend and poor results.
If I had a Rand for every time a small business owner insisted that a billboard was the best possible utilisation of their limited marketing budget, I would be able to afford well… A billboard. This is exactly why we always insist on a consult with a potential client before we quote on any platform, this way we not only get to understand the client’s business but we manage to avoid a lot of wasted time and money chasing inappropriate strategies.
These sessions usually involve our team dropping a lot of knowledge in a very short space of time bringing the client up to speed with which platforms or marketing approach works for what kind of product, service or brand. By the end of the session our clients are more informed and therefore able to contribute to the marketing strategy for their brand.
So, in the spirit of back scratching (and time saving) we thought we would drop some of that knowledge for you, below you will find two of the biggest digital marketing platforms that you may come across as well as a brief breakdown of the major points to understand before marketing on each.
Social Media – Facebook:
The largest and best known social media platform in the world, Facebook, lets brands build long term relationships with customers and, up until recently, Facebook’s predominant use was to build up a fanbase of loyal customers. Recent updates to the types of adverts on the platform have made it a lot friendlier to online stores by allowing advertisers to patently drive traffic directly to their e-commerce websites.
- Low cost to access target markets.
- High level of targeting across geographic, demographics and interests.
- For brands with interesting products or great content huge reach can be achieved with relatively little spend.
- More suitable for marketing to consumers than marketing to businesses.
- Requires technical skill to get the most out of Facebook marketing.
Pay-Per-Click – Google:
Success of Google Adwords (or PPC) marketing is highly dependent on the quality of the SEO and UX (user experience) of the website the advertising is being directed to. It is relatively commonplace that businesses receive poor results from their Google campaigns predominantly because of a poorly developed website.
- PPC or pay-per-click advertising essentially means that the advertiser only pays when someone clicks on their advert and is taken to the company’s website.
- PPC advertising can be split between search advertising (inside Google search) and banner advertising (on other websites that host advertising banners). The first is highly effective at driving “hot leads” through to the businesses website while the second is extremely powerful at keeping the brand top of mind and building brand.
- Due to the amount of information collected by Google on it’s users it is able to target customers based on their location, demographics and their likes and interests.
- Because search marketing is highly targeted based on what the user has searched for on Google it can be seen to be “pull marketing” the advertisers products or services show up at the exact time that someone is looking for them.
- The nature of pull marketing of this kind means that it can be highly effective for both B2B and B2C businesses.
Next round, we will discuss further options available to businesses to market their businesses such as out of home (billboards and street poles etc), print, radio, TV, direct and influencer marketing.