With so many activities now available to companies and marketers working in the digital arena, it is often easy to lose track of your final objective. At the end of the day, all businesses have one main purpose – earn revenue.
That doesn’t mean you shouldn’t have great products or amazing customer service, but ultimately what all your marketing activities should do is make your business profitable, so it is important to use the tools at your disposal carefully. Each £ or $ you invest in marketing should bring revenue.
In terms of digital and search marketing, there are 3 main elements that you should consider:
While those 3 disciplines work well on their own, they produce the best results when used together in an organised digital strategy.
There are of course many more activities you should consider for digital marketing such as display advertising, email marketing, affiliate programmes, PR….but SEO, PPC and social media will often be at the core of any strategy.
To get the best return on investment for your business it is important to find the right balance of activities. What you need to do is use the 3 channels and identify in what proportion you should use each one of them to get the best revenue. The point at which all the channels work coherently with each other will bring your the best ROI.
It is not possible to give definitive rules on how much to use each discipline as it varies from business to business, but as a rule of thumb for a new online business, use more PPC in the beginning to ensure search engine visibility while your SEO activities start developing in the background. When your level of organic search engine traffic starts increasing, test slightly lower paid budgets and assess how it impacts your bottom line. In the meantime use social networks to increase brand awareness and recognition and start building a community of loyal followers that will endorse your brand.
One of the best piece of advice we can give you is to test and refine your strategy until you find the right balance, the point at which each channel gives you the best ROI possible. Digital marketing is not by far an exact science, so try things, monitor results and adjust as necessary.
And as usual if this seems like too much of a daunting task, contact Mahon Digital for help!
PS: Mahon Digital UK will be 3 years old soon and Mahon Digital Finland will be 1 year old so we wanted to thank our loyal clients for trusting us with their digital needs. If you’re already working with us and would like to share your experience, get in touch. And if you’re considering working with us, don’t hesitate, you’ll be in good hands, wherever in the world you’re doing business. And remember, this is just the beginning for us, so keep reading this blog regularly for more exciting news.