How to Be Cost-Effective With Your Digital Marketing Plan
Before the Internet, the advertising industry had a monopoly over media. If you wanted to advertise your brand and products/services, you needed to pay for an ad in your local or national newspapers, buy radio or television air time, place ads on billboards, and so on. Now, anyone can advertise online for just a fraction of a cost of these traditional marketing techniques.
When it comes to brand promotion, both small businesses and large corporations have the same tools and strategies available to them. However, small businesses and startups have less money and fewer staff members they can rely on, which is why they should find ways to make their digital marketing plan as cost-effective as possible.
1. Social media
From startups to corporations – everybody has a social media marketing strategy in place. Facebook, Instagram, Twitter, and LinkedIn are an integral part of every digital marketing strategy as they offer a large pool of potential prospects and tools for targeting specific market segments and demographics. Social media allows you to reach out to, stay in touch, and interact with your customers. This can significantly increase your brand’s visibility and requires just a portion of your marketing budget.
However, not every social media platform will help you maximize the benefits, so choose it wisely. Facebook has the largest pool of users and excellent targeting system, so it’s always best to start there. On the other hand, if you’re a B2B company, then LinkedIn should be your social media “weapon” of choice.
Use these platform’s analytics to understand your campaign’s performance, and engage with social media influencers. For choosing the right social media platform for your business, check out this guide on Medium.com.
2. Content Marketing
A well-designed content marketing process requires a content strategist, planner, creator, and editor. But if you don’t plan to post large amounts of content, this can be handled by one or two experienced content marketers.
When creating content, it’s important that it resonates with your audience. You can write informative and educational blog articles, engaging website copy, infographics, white papers, case studies, ebooks, or produce engaging video content. Whatever you want to go for (or your analytics point out that you should), remember that content marketing won’t give you any instant results. On the other hand, it is beneficial in the long run because it can help you build brand reputation, establish yourself as an authority in your industry, connect with potential customers, and build a trustworthy relationship with them.
Quality content can also help you rank higher in SERPs (Google loves quality and relevant long-form content), increase your social media engagement (if your fans like it, they’ll share it), build your credibility, and help you generate and nurture leads.
3. Organic SEO
Paid search costs a bit more, so you can go with the organic ways of improving website search engine rank. There are many ways to do it and prove to yourself that SEO doesn’t have to cost a lot. First, assess your website’s search engine optimization with Google Webmaster – register, verify your domain name, follow the steps, and the tool will give you some tips for your organic SEO, tailored to your specific website.
Because SEO targets people who are actively looking for products/services like yours, the website traffic you get is more qualified than in other marketing strategies, which will save you a great deal of money. Check out Neil Patel’s guide to SEO to get a better understanding of the concept along with some tips to get the maximum effect.
4. Email Marketing
Email marketing is not dead. It’s alive and well, and remains to be one of the most cost-effective marketing strategies out there. Even though it may seem to be lagging behind the latest digital marketing trends, email marketing can provide significant value to your customers. Email is a behavioral marketing tool, and thanks to personalization, segmentation, and behavior-triggered automation, you can boost customer engagement and turn them into your loyal brand advocates. Email marketing delivers the best ROI (in the US, for every dollar spent, it brings back $44), while the developments in machine learning will allow us to use email to predict what the customer does next.
Retargeting is one of the essential, cost-effective techniques for growing an audience. To be able to recognize a brand, people need to be constantly reminded of it. They may not remember it from when they initially visited your site, but you can re-engage them through retargeting, and many marketers see it as a sure way to drive repeat sales. With retargeting, you can ensure that they will come back to your site rather than go elsewhere to consume their content.
6. Mobile focus
Don’t forget about mobile marketing! There are billions of people around the world walking around with a smartphone in their pocket. Mobile ads get you more bang for your buck because they cost less than desktop ads. On Facebook and Google, it is possible to set up mobile campaigns and allocate your marketing funds to run only on smartphones with full browsers. This way, you can significantly stretch your budget.
To effectively advertise your business and target your ideal customers, take your time to research and find out what will and won’t work for your company. By adopting some (or all) of these digital marketing strategies in your marketing plan, you will make your digital marketing plan more cost-effective, without sacrificing your ROI. In case you need any help, reach out to Strong Social for help in blog writing, social media marketing, and lead generation. As a business leader, the chances are that you can do all these things yourself, but limited time and staff often make it challenging.
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