Depending on the unique needs of a business, any style of marketing can bring favorable results. However, that does not mean that anything works. To indeed make the most out of your marketing budget, you need to learn the benefits and drawbacks of different types of marketing.
Business owners who are just starting their marketing efforts often wonder whether they should invest in digital or traditional marketing or both. That’s an interesting question because there are distinct pros and cons to each. Let’s have a look at some of them.
Traditional Marketing Basics
Many marketers will argue that this type of marketing has seen its day. In many instances, they would be right. However, advertising your product or service through non-digital channels can still yield good results. Newspaper, flyers and radio and TV ads all still have their audiences – it’s only a question of whether your business can make optimal use of them. Consider the following pros and cons:
Pros of Traditional Marketing
- It’s easy to reach a local audience – for companies which only target the locals, advertising through traditional channels can bring good ROI;
- Hard copies that linger – any flyers, newspaper ads and the like remain for the prospect to review again, or they can keep it until they need it;
- Easy to understand and access – when there’s no need for internet, your message can reach those prospects who don’t use it.
Cons of Traditional Marketing
- Lack of ROI (Return On Investment) metrics – the most obvious drawback is not being able to measure how many people an ad brought in, which leaves you unable to tweak a campaign so that it can attract more people;
- It’s often expensive – sometimes an advertisement in the newspaper or on the TV can be too expensive, especially for a local business;
- Less engagement and focus – you can’t target a specific audience or engage them – you’re just providing information in hopes they will buy.
Digital Marketing Basics
On the other hand, advertising through digital channels brings you plenty of options. If you have an internet presence and your prospects are aware of it, you’re almost always better off doing online marketing. There are a lot more advertising channels to choose from, too, which means it’s easier to create a marketing strategy that would fit your business needs. Let’s have a look at the most prominent pros and cons of advertising digitally:
Pros of Digital Marketing
- ROI tracking – whether you opt for SEO, PPC ads, content marketing or email campaigns, you’ll know exactly how many people you’re bringing in with precise digital metrics;
- Cost-effectiveness – it’s often cheaper to advertise digitally, and easy to make a strategy work with your budget;
- Laser-focused audience – with online marketing you can dig deep to define your target audience and have your message only reach them;
Cons of Digital Marketing
- The possibility of negative feedback – everything is public and widely available to broad audiences online, including any negative feedback your products may get;
- You may need to hire an expert – with online or website marketing. You’ll get the best results if you know what to do, or if someone else who does know, handles your campaigns;
- Strict search engine rules – if you’re unaware of how online marketing works, primarily related to search engines and visibility, your efforts won’t pay off.
Whichever marketing strategy you choose, you’ll likely see the results after some time passes (4-6 months.) If that’s too long to wait for you, give me a call, and we can talk about providing you with quicker results.
Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.
Content marketing and SEO (Search Engine Optimization) ideally go hand in hand. Content is still king, but when you optimize your content so that it ranks more efficiently, it’s a definite benefit. If you want to complement your content marketing strategy with SEO, you can’t neglect keyword research. It’s one of the staples of SEO, and it can help you better understand your target audience as well.
Let’s look at a few reasons to invest in researching keywords from an SEO standpoint:
SEO (Search Engine Optimization) used to be pretty simple back in the day, especially where domain names were concerned. Companies could use a domain as a keyword and still rank well despite not having relevant website content.
However, the days of using an Exact Match Domain as a keyword are over (i.e., companies buying a domain like longtailkeywordimrankingfor.com). Because of that practice, Google has significantly decreased the importance of your domain
Optimizing your website to increase its On Page SEO (search engine optimization) rank by tweaking its features is one thing, but making it more favorable to search engines is a kind of feat which requires you to monitor several indicators continually. You must keep up with current trends and make sure to maintain your audience and reputation.
Some people claim it mostly comes down to link building. But it’s more than that. It’s about engaging with your (potential) clientele and making sure to place your content on the right places at the right time. These basic SEO tips will help you better
As the digital world continues to expand, Search Engine Optimization (SEO) is becoming more and more popular. And while most folks in the industry these days have some sort of picture of what SEO is, there are many of them out there who don’t understand all of its working mechanisms. Which is a big drawback for anyone planning, not only to expand, but to keep their business afloat.
Pay-Per-Click (PPC) marketing can have a substantial positive impact on your brand and business. We all know that competition for online visibility is fierce, which is why you should take every weapon you have at your disposal to make your brand stay visible. In addition to a good SEO strategy, PPC can help you drive more website traffic and rise up on search engine result pages (SERP’s). Let me show you a few significant benefits of PPC that should make you consider implementing a PPC strategy.
- PPC Shows Results Quickly
Organic search traffic is vital for
There are a lot of misconceptions and myths about SEO. People tend to misinterpret it due to the very nature of the strategy because search engines like Google don’t publish their algorithm functionality or search criteria. When trying to determine what causes particular content to rank better, good results are pretty open to discussion, which leads to questionable evidence and ambiguity. Let’s put an end to some of the most common misconceptions about local SEO..
- Local SEO is National SEO with Local Terms
This is correct, to a certain extent because local SEO works with a separate algorithm from the national SEO foundation. For example, when a location is shared automatically, or a user includes a city or region (geographic indicator), there is a local 3-pack that appears at the top of the SERP. You can’t achieve these three top positions with a few extra keywords and traditional national SEO campaign. Local SEO uses separate ranking criteria and provides a different set
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There is a good reason for this. Ranking in organic search has proven to offer a healthy boost in traffic, lead generation, and conversion rates.
The only trouble is: your competitors are probably
When you think about keys to success in business, one fundamental feature stands out: an ability to effectively communicate the value of your brand to a target audience.
All internet marketing focuses on this pursuit. To reach a target audience, marketers need a central platform to build outreach campaigns around. In other words, they need an optimized website.
Without a stable site anchoring the constellation of your digital identities – social media accounts, email marketing, advertisement, etc. – it will be difficult to retain existing customers, reach new audiences, or generate the kind of website ranking you need to stay relevant.
Here are four particular reasons why your website needs to be the center of your digital universe:
- Search Engine Marketing is All About First Impressions
Making a strong first impression is
Even though it’s been around for years, a lot of small business owners know little about what SEO is, and what SEO services entail. Perhaps they see it is a fad with too much technical know-how involved. Or maybe they think it’s too late to benefit from SEO services because they missed the boat years ago, when SEO kicked off.
Neither of these assumptions is correct.