When it comes to marketing, it really is all about flexibility! You should refrain from being rigid in your approach and endeavour to try various mediums. There really is no good sinking your entire budget into the one marketing avenue and expecting to experience the greatest success. The businesses who do incredibly well, optimise their strategies with a broader scope, designed to make a significant ROI.
For example: some people may refuse to start an SEO campaign because their budget goes on newspaper articles. That’s a very short-sighted approach which will ultimately end up with your business slowly becoming obsolete. That’s not to say that the occasional newspaper article for localised targeting isn’t worthwhile, but when combined with other forms of marketing (i.e., SEO), you’ll have much more success with seeing a return on your marketing budget.
Let’s have a look at some diverse strategies that you can try…
Adwords or “Pay Per Click”
Google Adwords is great for those who aren’t quite ranking where they want to be for an organic SEO campaign. Let’s say that your main target phrase is an incredibly competitive two-word phrase and you’re struggling at the bottom of page two. In that case, a well-optimised “Pay Per Click” campaign could give you some great, temporary exposure at the top of the first page.
Or perhaps, you may wish to target certain phrases during specific seasons throughout the year. Rather than smash those specific keywords organically, you could try a seasonal Adwords campaign instead.
There are many ways that you can implement PPC into your marketing strategies. All you need is to speak with a digital marketing agency with experience in Adwords, and they can help you formulate the best possible strategy.
Remember that organic SEO can take time to yield results, and so in the beginning it is very much an investment. Thus, throwing PPC into the mix could be an effective way of seeing a return, while you’re waiting for your organic results to ramp up and the ROI to take effect.
Social Media Advertising
We cannot overstate the value of social media in todays market. More and more people are using social media on a daily basis, which makes it one of the most effective platforms for getting your products or services in front of your audience. Again, you shouldn’t drop everything else and focus solely on your social media. However, you almost certainly should be implementing this into your campaign.
It’s not just about interacting with your customers and target audience on a more human level. Little things like paid advertising on Facebook, Instagram or LinkedIn can go a long way towards attracting more customers to your website.
Email Marketing
Email marketing is arguably the more under-utilised form of marketing today. When you consider the fact that there are 3.7 billion email users in the world, and that when optimised well, the average email marketing campaign sees a 28.5% ROI, you might want to try it yourself.
You’ve already got the existing customers email addresses through their interaction on your website. So, start pumping out newsletters, marketing offers, announcements, and event invitations and you’ll be able to start earning yet even more money from those who already know and trust your brand!
Introduce a Referral System
What better a way to drum up new business, than have your happy customers do it for you? Introducing a referral system is one of the most effective ways of bringing in clients, without even having to spend a penny. Certainly, you will have to offer some kind of reward for a successful referral, however, if your mark-ups are correct, you should be able to swallow the reward, whilst making money off the new client. It’s a win-win and everyone is happy!
Retargeting
Retargeting is simple in theory: rather than placing adverts in front of people who have never heard of you, instead you target people that have already visited your website but didn’t make a purchase. They were almost there! Perhaps they got distracted and had to close the window, who knows? There could be any number of reasons. In any case, placing an advert in front of them, will significantly increase the chances of them converting from a “click” into a “customer.”
Conclusion
Keep an open mind and be creative! Remember, you’re supposed to see your marketing budget again. So, if something isn’t working for you then be sure to mix it up and experiment with other avenues. Of course, we insist that you stick with an organic SEO campaign, because in the long-term, it is without question the most effective form of marketing. However, in the meantime, you should definitely diversify your marketing strategies!
Feeling a little overwhelmed by it all and not sure where to begin? Don’t worry! TBS is here to help. Simply get in contact with us today and we will gladly help you plan a successful digital marketing campaign and start driving some more “ready to spend” customers through to your website!