Is It Time To Explore Digital Marketing Options?
So you’ve got to grips with social media and you’re making sure you engage with other users and share helpful info or advice to your followers and you’ve utilised all the free channels available to you but now you want more so it’s time to consider if digital marketing could help you.
There’s a whole host of digital marketing options your business could try, the ones that’ll work for your business will depend on your goals and potentially your budget. Here’s a quick rundown of some of them:
Paid Advertising – Search Results Pages
Otherwise known as pay-per-click (PPC). This allows you to create adverts to display to targeted audiences in search results which direct those that click on them to a specific page on your website. To do this you research and bid on keywords associated with your business. Google then evaluates your ad for keyword relevance in terms of content and landing page and displays accordingly. In addition to long term campaigns this is a good short term fix if you’ve a new website or event you want to get noticed quickly. Google have recently removed the right side column of paid ads, and now just displays the top 3 or 4 above the organic listings, so competition is going to be much fiercer and you may see smaller businesses looking to alternative platforms to promote their product/service as it becomes harder to compete with larger companies with deeper pockets.
Paid Advertising – Social Platforms
Most commonly associated with Facebook and Twitter. Set a budget, determine your audience using the platforms available criteria and then see your ads appear in your targeted users news feeds – these are denoted by ‘promoted’ or ‘sponsored’ in the news feed. If paid search ads are just too expensive due to high competition then paid social ads could be for you! Just ensure you’ve got an audience or potential audience on the chosen platform.
Display Ads on Websites
These are the ads you sometimes see at the top or on a side column of a targeted website and promote anything from gym memberships to Yoga retreats. They come in a variety of shapes and can either be static, animated or responsive. Some websites offer display ads themselves, others are available through media buyers.
Known as Search engine optimization (SEO) and is the process of optimizing webpage content (including images, text content and page titles) for a specific keyword phrase. The better optimised a page or website is the more likely you are to get a better ranking in search engine results pages (SERPS)and therefore increase the volume of traffic visiting your site. SEO optimisation is more of a long term strategy and can take months to see results but a highly optimised site will pay dividends – you just need to ensure you regularly review and cross reference your keyword phrases against what your customers are actually searching for. In addition to on-page SEO the other form of SEO is the off-page sort that involves link building and article publishing on third party sites to give just a few examples.
So that’s a quick rundown of some of the more popular digital marketing options. You can read more in depth articles on paid social advertising and PPC on the Iceni magazine website. If you need help with SEO, PPC or paid social advertising please don’t hesitate to get in touch with me at http://paulkirkdesign.co.uk or at @PKirk_designer