Online Marketing: Which Path Should Your Business Take?

Online Marketing: Which Path Should Your Business Take?
Paris, France - January 03, 2017 : Google AdWords is an online advertising service that enables advertisers to compete to display brief advertising copy to web users, based on keywords.

The simple answer to this question is that your business should be utilising all forms of digital marketing to achieve a coherent strategy and cover all basis. However, for new and smaller businesses, you may not have the budget to branch out to all forms of marketing just yet. With this in mind, I have created a simple guide to the most common types of marketing and how your business can decipher the best path.



Google Ads

Google Ads – A giant in the digital world. When people think of Online Advertising, Google is commonly peoples first answer. When you are searching for a local cafe to visit or a new pair of trainers to buy, you “Google it”. Over the nearly 20-years that Google Ads has been operating, many businesses have found great success in promoting their products. Here are a few statistics that are with mentioning:

  • 35% of users purchase a product within 5 days of searching for it
  • People who click on ads are 50% more likely to make a purchase
  • Online ads increase brand awareness by 80%
  • 90% of desktop searches happen on Google

Google Ads is essentially a one size fits all platform. No matter what size business you are or what you are advertising, you can reach more customers through Google. The beauty of Pay Per Click is that you only pay when someone clicks through to your site, meaning everyone takes a look at what you are promoting. Additionally, in order to see your advertisement, a person must search for it (or has searched for it if you are retargeting), this then shows that the user has the intent to convert.

Google ads is a great starting point for businesses of all shapes and sizes, and it should be a strong contender in your strategy moving forward.



Search Engine Optimisation

Another common marketing strategy is to incorporate SEO into your plan. SEO is a fantastic way to increase your organic visibility over time. SEO is all about providing the best experience for your visitors and search engines to appear higher in organic search results. Unlike other channels such as pay per click, with SEO, each visitor is free and the more visible you are, the more sales you’ll make!

Here are some statistics to consider when thinking about SEO for your business:

  • 70% of marketers see SEO as more effective than PPC.
  • 75% of SEO is off-page and 25% is on-page
  • The top 5 results get 75% of the clicks

With these facts in mind, should your business be investing in SEO? It’s important that all businesses invest in their organic rankings and the quality of their site and content. However, as mentioned above, SEO gets better over time, it’s not an overnight solution by any means. SEO is an investment that should involve a long term plan. If you’re wanting to increase your visibility online, it’s time to start looking into SEO for your business!



Paid Social

Similarly to Google Ads, Paid social allows you to promote your brand, services or products to online users who are interested in or have been searching for them. This can be a very profitable option for many businesses as you can incorporate Paid Social Media and organic Social Media to build a loyal customer base.

Here are some statistics to consider when thinking about Paid Social:

  • Social ad impressions are up 20%, year over year
  • 92% of Instagram users say they’ve followed a brand, clicked on their website, or made a purchase after seeing a
  • product/service on the platform.
  • 54% of social browsers use social media to research products.

When it comes to Paid social media, targeting is endless. If you want to target user who has abandoned the checkout in the last 30-days and entice them to buy, you can. If you want to target people who are aged 32 with 3 kids and like Costa coffee, you can!

As you can advertise on platforms such as LinkedIn, Facebook, Twitter and Instagram. It’s best to assess your business and your target market. B2B tends to work best on LinkedIn, and B2C businesses turn towards Facebook, Instagram and Twitter.

Once you’ve found the right platform, it’s full steam ahead!



Social Media Marketing

Social media plays an integral part of any holistic marketing strategy. Social media can help a brand extend its reach, brand awareness and build a captive audience you can engage with!

Social Media is a great brand awareness tool and organically builds up your brand. Similarly to SEO, it can take some time to build-up and show tangible results. We would always recommend that you create a structured strategy with realistic results and work towards them. Paid social media can help you to achieve your goals by pushing more traffic to your pages, for example, a follower campaign.

Here are some facts about Social Media Management:

  • 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others.
  • Visual content is more than 40 times more likely to get shared on social media than other types of content.
  • Nearly 50% of the world’s population uses social media. That’s over 3 billion users worldwide.

All types of brands can thrive on social media. The main things to think about when starting your strategy is platforms, audience, tone and objectives. You need to make sure that you’re using platforms that your target audience users, and that you are portraying your brand in a way that will help you to achieve your objectives.

All businesses should be using social media to the fullest extent, connecting with others is incredibly important when it comes to branding and promotion. If you haven’t started working on your social media, or you think it’s lacking, it’s time to get some experts involved!



Influencer Marketing

Influencer marketing averages an ROI of 6.5% per campaign and is estimated to have a worth of around $15 Billion by 2022!

I have covered Influencer Marketing in a few of my most recent blogs, and while this service is the last package that I am discussing, it is by far not the least! In the new age of social media, Influencer Marketing may be quite a new term to some. However, the years we have been using celebrities and public figures to promote brands to a wider audience. For example, celebrities have been endorsing fragrances, clothing and meal plans, to highlight a few, throughout the medium of TV adverts for years! Seeing someone who is considered of high public importance can entice audiences to purchase purely because their favourite celebrity uses it. Over the years we have kept the same principle idea, we have just mortified the platform that it is broadcasted on. Thus bringing us the age of Influencers.

Now that we have a better understanding of Influencer Marketing, is it right for your business? Contrary to popular belief, you don’t have to sell a beauty or health product to make it big on Instagram. A range of businesses can thrive through using social media and working with influential accounts. If you have a brand that sells a product or offers a service and a target audience, you can start promoting!

For example, take a look at this excellent Influencer post on Instagram:

Who said Influencers have to have 2 legs? These adorable pooches are showing how to market a 2-in-1 dog bath to pet owners across the world!

One of the greatest things about Influencer Marketing is that you can choose your own budget. You decide on a budget that you are comfortable with and find influencers that would have a relevant following.

Influencer marketing is the future, and it’s something that all businesses, no matter what size, should get fully behind!







Get the experts involved

If you are interested in learning more about Online Marketing services and how our team can benefit your business please do get in touch with a member of our team. Since 2011 we have been working extremely hard to offer up-to-date services that are relevant to the times. As the world continues to develop and shift it is vitally important that all businesses take a look at those that succeed and follow in their footsteps.

There are several ways you can get in touch with a member of our team. You can call us on the number 0115 727 0038 or you can complete our form on our contact us page. All of our specialists are ready to help you you so feel free to get in touch whenever you are ready to start this project.