There are a myriad of marketing options out there for your business, but which one is right for you?
For the sake of this article, I am going to remove the traditional “offline” options such as television, newspaper and radio, although we do recommend combining these with your online solutions in some cases.
What is Search Advertising?
You may have been told by marketing agencies or other business owners that paid search advertising is the only way to go. What are they referring to? Search advertising covers Pay Per Click(PPC) advertising, click through campaigns(CTC) and website optimisation. When it comes to instant results and bang for buck, search advertising is the way to go. Done right it can yield enormous additions to the traffic hitting your website or online shop.
PPC and CTC include paid services like that of Google AdWords where you can bid on relevant keywords. Ads usually show up on the Google search page in the top or right hand column sections as sponsored results. They also appear on blogs and websites that are using Google Adsense to moneytise their pages. The exposure for your brand can be very substantial, and there are lots of add-ons like re-targeting, dynamic ads and realtime analytics.
Why should I consider Social Media then?
Whilst search advertising can bring instant traffic across your website, shop or landing page, social media allows you to build up a reputation or image for your brand.
It allows for businesses to create communities of followers that make up your ideal audience. Think about it for a minute, most people are on Facebook and Twitter in their own time, catching up with friends or family, the last thing they want is product promotions and sales pitches in front of them.
Content needs to be geared towards the lifestyle of the brand. Look at Monster Energy for example, their online content strongly follows motocross events and racing. By sharing pictures and news about motocross, people are more likely to link that brand with motocross, and when at these racing events, will often choose the brand they know and trust (or have seen before), Monster Energy. Same can be said with brands like GoPro action cameras, rather than marketing the product directly, the logo can be seen on lots of action sport athletes and their gear.
Do some research and check out the bigger brands like Nike, RedBull and Coca Cola. Do you see a familiar process happening here?
Which one is Better?
Both forms of marketing have their advantages, although their differences can be best described as active vs passive advertising. Whilst search engine traffic is usually from an actively searching user, social media traffic is passive and often results in lower traffic and engagement. One of the bigger benefits of social media over paid search results is cost. You can throw a lot of money at Google AdWords to get your ads showing to the right audience, whilst social media will steal away a lot of your time (and patience).
I believe a business should be using both forms of marketing. There is no denial that social media will help build trust in your brand, and create awareness or your services or products, whilst paid search advertising will build more sales leads.
If you have created a sales funnel on your website that leads to collecting either an enquiry or an email address, both advertising mediums can be utilised to build on this.
How do I manage Online Advertising?
You can try to tackle online advertising yourself, and there are lots of tutorials on how to setup Google AdWords. It’s free to get started, so maybe give it a go today. Just visit adwords.google.com
Social media pages are also able to be created yourself. Start with Facebook. Select Create A Page on the signup screen, and from there, you can start entering details about your business.
My business can setup both forms of marketing for you and can sometimes prevent a lot of hair pulling madness. I find this is very popular with those that try to steer away from those evil computers!
What kind of online marketing have you tried using for your brand?