Digital marketing can be a challenging landscape to navigate, and with so many options to choose from, it can be tough to know which strategy to invest in. We often deal with small business owners looking to improve their online visibility, and a common question is ‘which approach is right for my business?’ In this post, we’ll explore three of the most popular digital marketing techniques – PPC, SEO, and content marketing – and help you determine which one is right for your business.
PPC (Pay-Per-Click Advertising)
PPC advertising allows you to place ads on search engine results pages and other websites, and pay for each click on your ad. The best know of these is Google AdWords, but there are alternative PPC options like Facebook Ads and Microsoft Ads (formerly Bing Ads). This can be an effective way to drive targeted traffic to your website and generate leads quickly, particularly for time-sensitive campaigns.
PPC offers the advantage of complete control over your ad spend, allowing you to target specific demographics, locations, and keywords. However, the cost of PPC can quickly add up, especially if you’re bidding on highly competitive keywords.
Before launching a Google Ads campaign we recommend you learn the ropes first. You can burn through your budget very quickly, and without results, if you don’t have your targeting setup correctly. For a comprehensive guide to creating and optimising PPC campaigns a good place to start is the Google Ads Help Centre.
SEO (Search Engine Optimisation)
SEO is the art of optimising your website to rank higher in search engine results pages (SERPs). By targeting specific keywords and phrases, you can attract more organic traffic to your website and increase your visibility online. From keyword research to link building, SEO involves a range of techniques that can help you improve your website’s search engine ranking.
The beauty of SEO is that it can drive long-term traffic to your website without the ongoing costs associated with PPC advertising. However, it can take some time to see results, and competition for top-ranking keywords can be fierce.
For those new to SEO, Moz’s Beginner’s Guide to SEO is a great place to start. For a small business local SEO is a great place to start. Try reading our guide ‘Strategies for Boosting Your Local SEO‘.
Content Marketing
Content marketing involves creating and sharing valuable content, such as blog posts, infographics, and social media posts, to attract and engage your target audience. The goal is to build trust and credibility with your audience, establishing yourself as a thought leader and encouraging them to take action, such as making a purchase or filling out a form.
Content marketing can help you establish yourself as a leader in your industry, building a loyal following of engaged fans. However, creating quality content that resonates with your audience takes time and effort, and is not easy. Also, there’s no guarantee that your content will generate the desired results. It usually takes an experimental approach of trial, error, and analysis to create a successful campaign. But, if you get it right the results can be tremendous!
To get started try reading our ‘Content Marketing 101‘ guide. For more in-depth advice from the industry experts check out HubSpot’s Ultimate Guide to Content Marketing, or the Content Marketing Institute’s Content Marketing Basics post.
Choosing the Right Strategy for Your Business
So, which digital marketing strategy is best for your business? The answer depends on various factors, including your goals, target audience, and budget. Here are a few key considerations to keep in mind:
- If you’re looking for quick results for a time-sensitive campaign, PPC advertising may be the way to go. A well configured campaign offers you a level of control above that of the alternatives. However, this is usually the most expensive approach to finding customers.
- If you’re looking for sustainable, long-term traffic to your website, SEO is a good choice.
- If you’re looking to build trust and establish yourself as a thought leader, content marketing is a great option. An effective content marketing campaign takes a lot of effort, the good quality content will keep rewarding you for years.
Ultimately, there is no one-size-fits-all solution to digital marketing. The key is to experiment with different strategies, track your results, and refine your approach over time. By taking a strategic approach and leveraging the right tools and resources, you can drive more traffic to your website, reach your target audience, and achieve your business goals.