If you’re a new start-up or a company that has always relied on traditional marketing channels for business, then deciding where to start with the world of online marketing can be very daunting, especially if you are working from a limited budget. There are so many digital marketing channels to choose from. From paid search to email marketing, from content marketing to SEO, it is hard to know where to invest. If you have done some research into online marketing then you will probably have come across the three most well-known terms PPC, SEO and Social Media Marketing.
Unfortunately, there is no one size fits all for every business and each strategy depends on the business, the customer base, the product or service and the goals of the project. However, what we can do is offer you some simple guidance as to what channel to use for what kind of project and how the main digital advertising channels of PPC, SEO & Social Media compare.
Let’s start by briefly going into what each channel is and does, as well as its pro’s and cons. This will make it easier for you to understand how it can or cannot benefit your business and how to implement your digital marketing strategy.
Simply put Pay Per Click lets you create and manage highly targeted advertising campaigns where you can choose who you appear to, under what context and when. You can then monitor the performances of the campaigns with in-depth data reporting.
Pay Per Click marketing covers not only traditional search marketing (typing a search in a search engine), but also display advertising, shopping, remarketing and more.
Some of the Benefits of PPC
Some of the potential issues with PPC
SEO is the practice of improving your online visibility and authority with a view to driving more qualified traffic to your website. In simple terms, it’s about improving the volume of free clicks/free traffic to your website.
There are so many ways to do this that it would take up an entire blog of its own. So we’ll narrow it down to just ‘improving your website, improving your content, improving your authority online by getting more people referencing and talking about you online.
Some of the benefits of SEO
Some of the potential issues with SEO
Social Media Marketing is the actions and processes used to gain relevant traffic, customers, engagement, brand awareness and more, through social media platforms. Social Media marketing can include both paid social media advertising and natural (organic) social media advertising. This channel of marketing shares a lot of similarities and a lot of cross-over with PPC and SEO marketing.
Here are some of the social media platforms most commonly associated with social media marketing (in order of most commonly used for marketing):
Facebook, Twitter, LinkedIn, Instagram, Youtube
Some of the benefits of social advertising.
Some of the potential issues with social advertising
We have gone through the benefits of each digital marketing channel, but what are the benefits of working on more than one of them at once? Below we will bullet point some of the more obvious reasons as to why a multi-channel digital strategy will work best.
(Image shows multiple touchpoints of an average user)
These are just a few examples of the importance of a multi-channel digital marketing campaign. Whether you have the budget to start with multiple channels or you have a limited budget, your overall aim should be to incorporate as many marketing channels as possible into your strategy.
We hope this article has given you some vital information when starting out in the world of online marketing and will hopefully enable you to start. If it proves anything, it is that there is definitely no one size fits all approach, unless that answer is ‘choose a multi-channel digital marketing strategy’! Simply put if you have the budget to allow you to attack multiple fronts then you stand more chance of making a serious impact on both ROI and growth, however, if your budget is limited then make sure you pick the channel that is more in line with your industry or service to start and scale from there.
If you are struggling to choose a digital strategy and need help then please speak to a digital marketing expert here at DPOM and we will be happy to help. For more information on these marketing channels then visit any of these pages – PPC, SEO or Social Media Marketing.