Every modern business knows they need an online presence, but few know how to implement an effective digital marketing strategy correctly.
Search engine optimisation (SEO) and pay-per-click (PPC) advertising are two different marketing techniques that can massively boost your online presence and sales revenue.
However, if you do not understand the processes or the pros and cons, it can be easy to spend your advertising budget while seeing little return on investment (ROI).
Read on to find out more about how SEO and PPC can drive targeted traffic to your website.
SEO is the process of designing your web pages to be as search engine friendly as possible. This can relate to the structure of a page, ensuring images are labelled correctly, and creating useful content for consumers.
Search engines then use algorithms to determine where your web pages should rank when people type in words or phrases related to your content.
There is considerable skill involved in mastering SEO techniques, but it can pay rich dividends if you get it right. For convenience, you can work with a professional company that can achieve amazing online results.
One of the most attractive aspects of SEO marketing is that it doesn't have to cost a fortune. Content creation is affordable, and you can post online for free.
As you build up a portfolio of helpful articles and videos, the cost per lead can be very cheap compared to paying for ads.
Consumers tend to believe the companies that appear on the first page of search engines are trustworthy.
When using organic marketing, you can increase your search engine ranking and benefit from this perception when you begin to appear high up in the listings.
Local SEO can be particularly effective as you can appeal to customers in your community who are seeking a reliable firm in their area.
Search engines will continue to give you credit for your website content even if you don't post new articles for a while.
It's always best to freshen up your posts as often as possible, but if you don't have time, you can still obtain visitors from your previous content.
While SEO may sound like a cost-effective dream come true for businesses, there are some potential downsides. Of course, the positives overwhelmingly outweigh the negatives, but it's still worth taking these factors into account.
Search engine algorithms usually do not push you to the top of the rankings quickly. It can take time to create content and gain the approval of the various search engines.
If you are trying to take advantage of a trend that is likely to be short-lived, this is probably not the right marketing channel for your business.
It can be challenging to stay up-to-date with the many changes in how search engines rank your web pages. While your design may initially be perfect, it could need some tweaking a few months down the line.
When you already run a busy company, it can sometimes be difficult to find the time to research and implement new marketing strategies.
If you are in a hurry to become visible online or have an advertising budget ready to invest, you can consider using paid search methods. This involves paying to appear on search engines alongside the organic results.
A good example is Google Ads, which can quickly place you in front of your target market.
While paying for ads may sound simple, there is quite an involved process that requires the right knowledge to obtain a significant return on investment. But, done correctly, you can supercharge your sales revenue.
Pay per click advertising allows you to market to very specific customers. For example, you can choose to appear in front of people segmented by age, location, interests, and many more variables.
This can massively increase your chances of converting the sale.
While organic advertising can place you on the first results page, paid marketing can guarantee you appear at the very top of the listings. This is a great way to grab customers' attention.
There is no need to wait for your ads to appear in front of potential customers. As soon as you pay for the service, you can expect to see your ads appear almost immediately.
If you have a high-demand product, this method can rapidly get you ahead of your competition.
PPC marketing is a fantastic investment in your marketing campaigns, but it may not be the best option for every business. There are some drawbacks to consider before you choose this type of advertising.
You have to pay for your ads, so there is no option to market in this way if you do not have an advertising budget. There is also the risk you could lose your money if the ads are not effective.
If consumers are seeing the same ads time after time, they are likely to stop paying attention. Therefore, it's important to change the text or images in your ads to keep them fresh in customers' minds.
Both marketing methods bring excellent advantages, and there is no need to choose one over the other. Instead, the most effective advertising campaigns can utilise both techniques to create a strong all-round strategy.
While it can be challenging to plan and implement such a campaign, you can engage the services of a professional company that can manage it on your behalf.
Viron Media is a UK-based digital marketing agency that can help your business reach a global audience.
Our expert team can execute your advertising plan, analyse the results, and improve your campaigns for optimum results.
For a consultation and a free quote, contact the Viron Media team today.