Digital Marketing Strategies to Grow Your Business
Online Marketing Methods Video by Doxa Digital
Today we’re going to go over some of the more common digital marketing strategies that you as a business owner can use to help your business gain customers, that you can use to get the word out to people in your city or across the internet about what you’re trying to sell.
Towards the end of the video I’m gonna talk about some specific questions that you can ask yourself that will help you to really understand which of these methods is right for your business, that will ultimately help you gain more of an online presence and sell more of your products and services.
Let’s get started here. I’m gonna quickly go over some of the more common options and so today we’re gonna look at search engine optimization, pay-per-click ads, social media marketing, and advertising, and then email marketing. So in order to help me explain some of these options so that they make sense a little more let’s run through a quick scenario.
So it’s spring here in Colorado and let’s say that I’m doing a project on my house and I’m looking to do a project in my backyard where I’m gonna add a deck or a patio. So I’m gonna go into Google here and I type the search in “Denver general contractor.”
We’ll see here the first result that comes up is an advertisement. So this is what’s considered a search pay-per-click advertisement, where someone is searching for a keyword and an advertisement comes up for them.
There’s also what is called display advertisements, display pay-per-click advertisements. I’ll show you an example of that as well.
So say with this project that I’m looking for some grills to put in my backyard. So I come to this website Spruceeats.com, and as I’m looking for some grills on here I see on the right here’s an advertisement that that pops up. As I go further down there’s another advertisement, and another. These are what are considered display advertisements.
Now going back to my search on google, once we get down a little bit further we have what are called organic search results. And that would be these items that show up in the maps, and then down below the maps. So all of these spots are not paid for, they’re not advertisements, but in order to get your website ranked in these spots you have to perform what’s called search engine optimization on your website, which basically just means that you help Google understand that you’re the most relevant search, the most relevant result for that search.
So now let’s take a look at some social media advertising and marketing. When we think about social media advertisements, these are the type of advertisements that pop up when you’re on Facebook or Instagram or Twitter and so these are usually labeled with terms like “suggested post” or “sponsored post” or things like that.
Now social media marketing is a little different where, say there’s a website or a company like Home Depot that has their own page on Facebook. Well Home Depot has a number of people who have chosen to follow their page and so social media marketing would be when they post updates on their page and when they they put offers out on their Facebook page to these people who are already following them. This type of marketing is free for them to do, they don’t have to pay for those advertisements.
Now when we’re thinking about email marketing, this is a little different than some of these other methods where in order to send emails out you have to have a list of people who are subscribed to your email list.
So you can either send one-time updates out to people or you can send sequences that help get them more emotionally engaged in what you’re selling.
So now that we’ve gone over kind of a high-level explanation of some of these let’s look into some of the pros and cons of each of these methods.
When we’re looking to search engine optimization one of the best parts about this is that once your website is ranked at the top of Google all the traffic that comes to you is free. You don’t have to pay for any of the traffic that’s coming into your website and this traffic is also what’s considered warm, where these people have already been searching for your products or your services when they come to your website.
Now the downside to SEO is that it can be a pretty big investment initially and depending on the competition it can take quite a bit of time to see results also, depending on that competition moving.
Moving on to pay-per-click some of the best parts about pay-per-click are that you usually see pretty quick results with pay-per-click because the minute you start paying for advertisements they start showing up on Google.
And this is also considered a warm audience because just like SEO people are coming to Google and they’re already searching for your product or service.
Now the drawbacks to pay-per-click are that this is an ongoing cost, so unlike SEO where you may have a large upfront cost and then not as much after that, with pay-per-click you always have to pay for these advertisements as long as you want to run them.
The other drawback to pay-per-click is that the the advertisements on Google aren’t clicked nearly as much as organic results. If you just think about yourself when you’re doing a search in Google, we all know which are the advertisements and which are the organic results. And and more often than not I won’t click on any of the ads because I know that people are paying to show me those ads and they may not be the best results for what I’m looking for.
Now looking into social media marketing. One of the biggest upsides to this is that it’s free once you have people subscribe to your page on Instagram or Twitter or Facebook. You don’t have to pay anything to make posts or create content that they see. And you also have an audience that’s pretty captive because they already are familiar with you and they have decided to subscribe or follow your updates.
Now some of the drawbacks to social media marketing is that this audience is really just limited to your followers. You’re not able to reach people outside of your subscribers unless they share your posts with other people. And one of the other difficulties is that it can take quite a bit of time to create to create effective content.
Alright so for social media advertising this can be really powerful because you’re able to target a really specific set of people with your product or service. So say that that you have a service and you want to target just males or just females or you want to connect with just people who are going to college. There are a number of ways that you can connect with a very specific set of people and show your ads only to those people. Now you also have a lot of flexibility in the ads that you show. You can you can show video, you can show images, and this allows you to connect with your audience in a deeper way than if you just had an ad on Google where it’s only text.
Now some of the drawbacks to on this method is that the audience that you’re engaging with, they’re usually not looking for products or services on social media. They’re there to connect with their friends, to just kind of unwind from a busy day, and so this means that your advertisements really have to be engaging or they have to be eye-catching in order to help these people shift their concentration over to what you’re looking to promote to them.
In our last method here, email marketing, some of the best parts about email marketing is its versatility. So say that that you have a list of subscribers – you can send one-time updates to these subscribers sending out coupons or holiday specials or things like that. Or you can also send out a sequence of emails, and this allows you to really emotionally connect with an audience that is already familiar with your products and your services and it’s usually pretty cheap to send out a large amount of emails.
Now on the other side it it takes time to develop an email list and most businesses when they open their doors don’t have a large email list. So it’s something that you have to put a lot of time and effort into. Some of the other items are that emails when you think about yourself and how many emails you receive a day, a lot of times people don’t click on all the emails they receive. They’ll either immediately delete them or maybe they’ll open them and not even really look at the content, so in order to do effective email marketing you really need someone who is effective at creating content and engaging with people.
Alright, now if you’re a business owner you’re probably thinking, “which one of these strategies is right for me? Do I need to use just one or do I need to use multiple” And here are a couple questions that can help you make that decision. So the first thing is, “who is your audience? Who who is your target market?”
So say you’re a lawncare company in a local market. Your audience may be people who are homeowners, middle-aged to higher aged people who are homeowners.
Say that you are selling some kind of technology device that is is marketed at young people. Well then you’re going to be choosing a different strategy for that market, and so in order to to think about what strategy you want to use you want to ask yourself, “where does this audience reside online?”
You know, the younger audience they may be on social media more, where if you’re looking to reach an audience of homeowners who are middle aged then a more effective way to reach them may be on running ads on Google or helping your website get ranked higher on Google.
And then on the other hand if you’re looking to reach an elderly audience, online may not even be the best way to reach them. You may consider a different option like options like print ads or coupon booklets or things like that.
Now another question to ask yourself is, “what’s your marketing budget going to be?” And a way to help you figure this out can be asking yourself also, “what’s your return on investment? So for every marketing dollar that you spend, how much are you going to get going to be getting back from the products and services that you’re selling?
So say that you have a product or a service where every time you gain a customer it it brings in $50 for you, you may want to figure out, am I willing to spend five dollars to gain that one customer. Am I willing to spend ten or twenty dollars to gain that one customer?
Now one of the last questions that you can ask yourself is, “how quickly do I need to be seeing results, where with search engine optimization it’s usually going to take a longer period of time to see results. Probably three or four months minimum and more often than not, six months or more to really get onto that first page of Google.
Now if you’re looking for immediate results you may look more into pay-per-click kind of advertising where your advertisements are shown immediately and you can engage with your target market immediately.
And this is also where the versatility of email marketing comes in, where if you already have a list of subscribers, you can connect with them immediately. But also if you want to sell maybe a larger item or a larger product or service you can send out a sequence of emails and this may take a little bit longer time, but when you help your audience to emotionally connect with what you’re promoting to them, they may be more likely to purchase that product even though it takes a little bit longer to help get them there.
Alright I hope that this video has been helpful for you. Please subscribe to my channel if it was, feel free to leave a comment or question, and as always feel free to contact me if you need help with any of these strategies. And once again thank you and we will see you back here next time!
Doxa Digital is located in Denver, CO and provides digital marketing services to local businesses in the area, throughout Colorado, and the U.S. Thank you for considering our online marketing and SEO services. We hope to talk with you soon!
1213 S Kingston Ct
Aurora, CO 80012