Have you ever heard the phrase: “the bigger the net, the more fish you’ll catch?” Well, when it comes to marketing, it speaks volumes.
If you’re a business owner with the desire to succeed today, then this is something that you will have to embrace.
You can’t simply pick one avenue of marketing and sink all of your budget into it.
The most successful businesses carefully optimise their strategies so that they can cover a number of bases, designed to make them a significant ROI.
From a digital marketer’s perspective, one of the most frustrating objections when reaching out to other businesses is this:
“We can’t afford SEO because our marketing budget goes on our Newspaper & Magazine ads.”
Now, that might sound crazy to you, but you’d be surprised by how many people still to this day, neglect to embrace digital marketing as part of their strategy.
That’s not to say that Newspaper & Magazine ads are not worthwhile on a smaller scale when targeting a local audience.
However, if you want customers to come to you, a digital marketing campaign should be your priority.
That being said, it is important to note that SEO isn’t the “be all and end all” when it comes to marketing.
If you truly want to have the greatest success, then you’ll need to diversify your marketing strategy.
In this post, we’re going to look at various strategies which can and will, make you an ROI.
1. Search Engine Optimisation
As mentioned above, SEO is arguably one of the most effective marketing strategies at your disposal.
Organic traffic today accounts for more than 50% of all website traffic—that’s more than paid advertising and social media marketing combined.
Just imagine the possibilities when implementing all three into your digital marketing campaign?
In addition to that, with an effective and well-mapped SEO strategy in place, organic traffic can account for more than 40% of your company’s annual revenue.
In other words, if your annual revenue equates to $800,000, $320,000 of that could be from the organic traffic gained through your SEO.
Now, those statistics will vary depending on the industry that you work in; how well your website has been optimised in terms of usability & functionality; and the products & services that you sell.
However, for the most part, that should give you a pretty clear idea as to just how hefty an ROI can be achieved when investing in SEO.
That said, SEO is never an instant success.
It takes patience, hard work and a whole lot of strategy to get you to where you need to be. As the saying goes: ‘you have to speculate to accumulate.’
2. Google Search Ads / “Pay Per Click” Advertising
For anyone working on their search engine optimisation, dominating the organic rankings in Google will be a priority.
But of course, it can take a while before you reach the top 3 “golden” positions for your favourite search phrases.
So, what can you do in the meantime to see a return on your investment?
Google Search Ads (or PPC) is a worthwhile investment.
For certain popular phrases that you’re not ranking so well for now, you can pay to have your website featured in the top of a Google SERP’s (search engine results pages).
And even if you are ranking well organically, you will be instilling further confidence in the end user as they will have seen your listing twice already—three times if you happen to feature in the maps listing as well and a possible 4 times if you are selling your products in Google Shopping.
Combining Search ads with an organic SEO campaign is a great way to diversify your digital marketing strategy.
There are of course, pros & cons to doing this.
While the average click-through rate for an ad in the first position is 7.94%, PPC visitors are 50% more likely to purchase something than organic visitors.
In addition to that, most businesses who use PPC say that for every $1 they spend, they make $2 in sales.
This means that on average, if you spend $1000 on PPC, you’ll see a $2000 return.
Of course, that is highly dependent on the industry that you’re in and the products and services that you sell.
However, when done correctly, the profit that you make through a well-optimised Ads campaign can cover your monthly investment on SEO while you’re waiting for the organic results to come through.
If you’d like to sit down with one of our experts so that we can figure out a tailored Ads campaign which is designed to drive targeted traffic through to your site, simply get in touch.
3. Social Media Advertising
Social media marketing is incredibly valuable, particularly when it comes to connecting with your target audience and interacting with them on a personal level.
But there’s a whole other aspect of social media which can drastically bolster your sales: social media advertising.
Through Facebook, Instagram or LinkedIn, you can invest in paid advertising which will target users who are actively interested in the products & services that you offer.
Of course, the industry that you’re in will depend on where you’ll have the most success.
For example: recruitment agencies, resume writers & other “business” related businesses will experience greater success through LinkedIn advertising.
Then for the more “visual” companies like photographers, wedding planners and catering experts, Instagram will likely bear more fruit.
The beautiful thing about paid social media advertising is that you can spend as little or as much as you like.
For smaller businesses who don’t have a huge amount of marketing budget, they can start off with small monthly payments and still see a return on their investment.
Of course, there is a right and a wrong way to go about it. As such, it’s important to team up with the professionals in order to build the most effective ads which are designed to lure people in and convert them from “clicks to customers”.
4. Email Marketing
Email marketing is one of the most underrated marketing strategies today. But before we get into it, have a look at the following figures:
- There are 3.7 billion email users today
- Those numbers are projected to be 4.1 billion by 2021
- 350 million dollars will be spent on email marketing during 2019 in the US, alone
- Well optimised email marketing campaigns average a 28.5% ROI
- 59% of marketers say that email marketing is their biggest source of ROI
- On average, for every $1 spend, $44 is made in return
How does it work?
Well, it’s simple really! Using the current contacts that you have, you compile an “email list”.
These are the people that you will be targeting with regular content. Such content includes:
Newsletters: Keeping your customers up to date with what’s going on with your brand and business.
Marketing Offers: Providing your customers with your latest stock or services and offering discounts, promotional codes and ultimately encouraging them to spend!
Announcements: Let your customers know about any new products or services that you have coming out soon!
Event Invitation: Let people know about what’s going on! Do you have any upcoming events? The more people you notify, the more attendees there’s likely to be.
The fact is, it’s incredibly easy to unsubscribe from a mailing list, so it’s not harassment (many business owners worry it is).
You can only contact those who have already signed up and given you the permission to do so.
What it actually does, is reinforces your brand in the back of their mind.
If every time they check their emails, they see special offers, promotions and updates from your business, eventually they’re going to bite.
Why? Because you’ll be the first company that springs to mind when they’re in need of the products or services that your company provides.
Why don’t you give it a trial?
5. Referral Systems
Having a customer referral system in place is a drastically under-utilised marketing strategy.
For one thing, it’s incredibly easy to implement, it costs you very little and it can drum up extra business without even having to lift a finger.
The process is simple:-
You offer existing customers an incentive to refer your business to friends & family who might be interested in similar products or services.
This could be a monetary incentive, or you could offer extra goods, discounts and much more.
Get creative with the process and give your satisfied customers all the more reason to want to recommend you!
6. Remarketing / Retargeting
Retargeting is becoming increasingly popular in the marketing world as it works wonderfully.
Rather than placing adverts in front of people who have had no dealings with / expressed any interest in your business, you can “retarget” people who have interacted with your website in the past.
A Facebook For Business or Google Display network retargeting ad will put a branded advert in front of users who have recently visited your website.
They’re already familiar with your brand and they may have been very close to heading to the checkout!
Think of retargeting as the “Oh, bugger it why not?” of marketing, giving potential customers the little “nudge” that they need to convert into business.
7. Employee Marketing
Don’t underestimate the power of your workforce.
Employee marketing doesn’t work with every industry, but for certain retail & service-based companies it works wonders.
It’s simple really.
You offer discounts and benefit packages to your employees so that they can take advantage of the products or services that you offer.
This gives you a unique opportunity to invest in what’s essentially free exposure.
Satisfied employees who believe in your products or services and use them personally, will be much more likely to recommend them to friends, family and brag about it on social media.
“The bigger the net,” and all of that!
These are just a few ideas to inspire a little creativity.
The idea is that you shouldn’t put all of your eggs into one basket.
Yes, you should certainly be heavily focusing on your SEO, but there are so many other marketing avenues that go hand-in-hand with it!
You want to aim to create as much synergy as you can, weaving a web of pathways that all lead back to your checkout!
If you’re feeling a little overwhelmed by it all and would like to have a chat with one of our friendly advisors, then please don’t hesitate to contact us today.
We offer a wide variety of marketing services and would love to come up with a successful strategy for you!