Which digital marketing mix is right for your business?
According to Wikipedia, digital marketing is a term for the ‘targeted, measurable and interactive marketing of products or services using digital technologies to reach and convert leads into customers, and retain them’. Essentially, it’s getting found online. These days pretty much everyone is online searching for products, services, people, businesses and recommendations so how can you attract these people to your website? That’s when digital marketing comes into play.
But the digital marketing mix includes search, social media, email marketing, mobile marketing and web banner advertising so which digital marketing mix is right for your business and how can you get the balance right?
Digital channels in a nutshell
- Organic search engine optimisation (SEO) is free if you do it yourself, but using an SEO specialist will save you time and most likely deliver better results.
- Pay per click (PPC) is online advertising where you only pay when a web user clicks on your advert (hence, pay per click). This is much more immediate than organic SEO but competitive words are in high demand (so more expensive) and you would need to allocate a budget. Once again, you can do this yourself but an SEO specialist will conduct extensive research to target your PPC campaign.
- Social media marketing (SMM) utilises the many social media channels, such as LinkedIn, Facebook, Twitter, Pinterest, YouTube and Instagram to interact socially with your audience, and can support other digital and traditional marketing campaigns. No specialist knowledge is needed but there is a significant time commitment so you’ll need sufficient resources in-house or to bring in external support.
- But let’s not forget email marketing; email is ‘personalised’ digital marketing. Email enables you to tailor your message precisely to the needs of named individuals. And provided you say something interesting or to their benefit, you’re likely to get a positive response. A professionally-designed template which actively reinforces your company brand will ensure your message is properly presented.
- SMS and MMS marketing (like email marketing) is permission based, so anyone receiving your message is already interested in hearing more about who you are or what you do, but your content should be valuable to the recipient. Intrusive or irrelevant messages will lead to un-subscriptions rather than sales.
Things to consider
Every business is different and will have different needs so a balanced mix of digital channels will work best. Think about who you want to reach, how you want to engage and motivate your intended audience; what’s your budget and resources, what is the likely return on investment (ROI) and how you will measure success?
With any digital marketing, it should be planned as part of an overall marketing strategy so all your marketing channels are sending out a consistent message. If you’d like help putting together and implementing a digital marketing campaign or strategy for your business, send us an email or give us a call on 01420 568127.