Organic traffic or paid traffic…. that is the question. These days you shouldn’t expect to survive on any one form of traffic. It’s important to have a multilayered approach to digital marketing your business, and it’s even more important to have solid strategies in place before paying for traffic.
When you’re sitting down to create winning marketing strategies, look at 3 factors…
- Owned Media
- Earned Media
- Paid Media
… in that order.
Owned Media is any content your business owns. For example, your website or landing page, Facebook page, APPs and Blog, email database or traditional collateral like brochures.
Earned Media is any exposure you’re gaining organically, e.g. shares/likes/comments on social media mentions on other reputable websites, reposts of your blogs etc.
Paid Media is simply any paid advertising, whether it be your Google Ads search and remarketing campaigns, Facebook or Instagram Ads, paid collaborations with influencers, or traditional advertising channels like print, radio or television.
Here’s Where To Start…
To seek the best ROI (Return On Investment), you need to at least have your owned media sorted before injecting money into paid advertising. Here are our MUST-DO points, prior to starting paid advertising:
- Invest In A Functional Website or Landing Page
You need to send your paid traffic to a mobile responsive, easy-to-navigate, fast and visually appealing website or landing page. We’ve mentioned before that you have 8 seconds to make an impression, so make it count. You should also have your Social Media channels and Website Lead Magnet set up, ready for cross-promotion to start building your social audience and email database.
- Install Tracking
You need to know if your paid advertising is working, so it’s imperative to have Google Analytics installed before you start a PPC campaign. Ask us how to get Analytics ready on your website to track traffic sources and conversions.
- Set Your Marketing Objective
This may seem obvious, but it’s a common point to overlook. Ask yourself, “What do I want to gain from my paid advertising campaign?” Are you looking to boost revenue, generate leads and nurture customer relationships, work on brand awareness, drive engagement, or something else entirely? Have a clear goal in mind and determine how you’ll track success.
- Lock-in A Budget
How much can you afford to invest to ensure you achieve ROI? If you have no idea what a realistic marketing budget looks like, perhaps you should first invest in some business coaching. It’s better to spend money on education now, rather than waste money on avoidable mistakes.
- Start SEO
Invest in SEO (Search Engine Optimisation) management to work on your On-page and Off-page SEO, which will begin to improve your organic ranking. SEO is a long-term investment and a strategy you should continue for as long as your website is live. Writing regular content for your website, like a blog that is shareable and likeable, will help boost your SEO score and organic engagement. Make sure it’s optimised for using best practice techniques and written with the right keywords in mind. Ask us how.
There’s no question, your Digital Marketing efforts will require constant maintenance to ensure success. If you need help with any of the points we’ve mentioned, give us a call here at Gordon Digital.