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What Services Do I Need?
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You know your business goals. Then you look at your online marketing options. Between SEO, paid search, programmatic, paid social and analytics, it may feel daunting to choose a route. As you research digital marketing gurus and experts, each one claims they’re the best without giving you much insight into the differences between the services they offer.
You’re looking for the right solution(s) for your business’s specific challenges and in order to make an educated decision, you need to identify the pros and cons of each digital marketing tactic. While every service may sound like it can work, each one has its own strengths and weaknesses.
To get you started, here’s a high-level review of digital marketing services with those areas where they are best and those where they would be less effective. Note that in order to determine the services best suited for your needs, you will need to outline a clear set of goals to get the most use out of this article.
SEO, content marketing, and your website in general qualify as organic media. These tactics help boost where you appear in organic search results, typically for specific keywords.
Organic media is an ideal service for brand awareness campaigns, building domain authority, site transitions or relaunches, and when you want more brand traffic but don’t want to pay a lot for it.
Your content supports your keyword and traffic objectives, ensuring the priority keywords get the attention they require. Technical SEO elements like site speed, domain authority, internal and external links, and more also figure into your organic performance, helping to ensure you keep your search engine results page (SERP) ranking healthy.
Organic media takes time. Producing quality content that targets your ideal audience requires months of research, strategizing and scheduling, and that’s only half the battle. It takes time to gain authority on google because it must analyze your website among all the others offering similar information and determine that yours is of high quality.
Focusing on building search ranking organically requires content and consistent monitoring of technical SEO elements of your website. If you are looking for more immediate ways to increase traffic to your site, look to paid media tactics
Pay-per-click (PPC) ads show at the top of the SERPs. Due to this coveted positioning, they produce results more quickly than organic media. PPC campaigns are often used for direct response, but you can also use them to quickly build awareness regarding your new website, product, or service. For example, you might supplement a site relaunch with paid search to compensate for the natural traffic loss as Google and Bing “rediscover” all your great site content. There are many types of ways to enhance your paid search ads, such as utilizing ad extensions, ratings and reviews, or direct calls to action.
Advantages of Paid Search
With paid search, you can position your way into the minds of the people you want to reach by targeting specific keywords with your campaign. Paid search gives you the ability to create instant awareness for new products or websites, letting users know who you are, what your company is about, and what you’re offering.
You can also use paid search to uncover new keywords and search terms you might not have considered, but that your audience uses. Search query reports tell you the exact search terms your audience used to find you. So, in addition to finding new keywords, you can gain a deeper understanding of your audience and what they are looking for as a way to improve your ad targeting.
Disadvantages of Paid Search
Paid ad campaigns are a pay-to-play game, and they can become very expensive depending on the industry and keywords you are targeting. They also require constant attention and management to ensure you are utilizing your media spend efficiently while producing results, and that costs stay within your budget.
Machine-learning and AI drive these types of ads, putting you in front of your specific audience at scale, regardless of whether they are familiar with your brand or not. There are numerous ways to target your audience, including demographics, psychographics, behavior, interests, affinities and aversions, and first, second, or third-party data. Programmatic also allows you to retarget users who have already engaged with you, keeping your business top of mind. Programmatic advertising is especially useful to build new brand awareness, remind existing users or prospects of their interest in you, and drive traffic quickly.
Advantages of Programmatic
With its incredibly scalable reach and targeting capabilities, programmatic’s speed makes it ideal for reaching very specific audiences (those you want to target). Display ads feature attractive graphics, leveraging visual impact and enticing offers to re-engage your customer. Display networks appear everywhere from YouTube to third-party websites running Google display ads, to those sites that are part of the network, giving programmatic advertising a wider reach than paid media ads.
Disadvantages of Programmatic
You pay for these ads, so staying in budget requires well-targeted ads, audience segmentation, and budget management to produce a good return on investment.
With paid social, you build a loyal customer base while your ads focus on speed and results.
Advantages of Paid Social
Social networks like Facebook and LinkedIn make it easy to target the exact audience you want seeing your ads. Most have excellent reporting, helping you to gain unique insights into your audience you might not see on a wider paid search or programmatic report. For brands, products, and services that engage on mobile devices paid social can be a powerful and successful service. LinkedIn is an especially valuable platform for B2B companies given the targeting parameters, such as job title, company, industry, location, education, interests, etc.
Disadvantages of Paid Social
Focused targeting can keep budgets and costs down however, the ability to target can also drive pricing up, especially in competitive markets. A $900 per-month budget on LinkedIn may seem pricey but it can drive a lot of leads, which for B2B (business to business) companies may be very realistic. Targeting users on LinkedIn with a job title of “CEO” will be an expensive click but if they are your exact ideal audience, it could provide you with a guaranteed qualified lead.
Behind all online success lies analytics.
Data integrity is vital to good decision-making. If your analytics reports do not accurately depict the amount of traffic or revenue you’re driving from online channels, then you should consider analytics services to get your data right. This way you can create the reporting infrastructure that provides actionable insights.
Advantages of Analytics
Having data integrity, understanding accurate user behavior, traffic sources, conversion tracking, and proper attribution of clicks represent only a few of the key reasons you need analytics. Bad data leads to bad decision-making. Sound data allows you to trust your results, and shape your future marketing strategies based on that data.
With analytics services, you make sure your data is right, empowering you to see and tell the full story of the customer journey. With this information and data, you can create a powerful user experience, have confidence that you know exactly what’s happening on and off your website, and trust your reporting.
Disadvantages of Analytics
Simply put, none!
What Service Do You Need?
If you have questions or would like to discuss the services you may need, let’s have a chat.