It is becoming increasingly difficult for small and medium sized companies to compete in the online marketing space. Marketing budgets are increasing every year, and a handful of large companies are buying up the top spots for most of the popular paid search keywords. If you want to stay competitive online, you will need to diversify your marketing efforts. Let’s take a quick look at some of the non-Adwords marketing options.
Social media marketing
Social media marketing is a powerful tool for promoting your brand. You can achieve a lot with social media marketing using free tools and services and investing only time into managing your accounts. To get the best use out of social media, use your accounts to join in conversations, talk to your customers and offer tips and advice. Aim for a ratio of 10-15 “engagement” posts for every marketing post that you make. Your followers will be much more receptive to your promotion efforts if they do not feel like you are spamming them.
If you have room in your budget to pay for ads on social media, be sure to investigate the targeting options thoroughly. Facebook has some incredibly powerful targeting options, allowing you to dictate the age, gender, location and interests of the people who see your ads, as well as restricting your ads to certain platforms. At first glance, Facebook’s advertising options may seem expensive, but you can expect a much higher CTR and much better conversions from such narrowly targeted ads, so it can be worth the expense.
Search Engine Optimisation is perhaps the most cost effective way to promote your company. If you use effective SEO strategies you can generate a lot of traffic from organic search. Unlike paid search and other PPC marketing techniques, you don’t have to pay for each click, so in the long term organic traffic will pay for your SEO efforts many times over.
What’s more, the principles of good SEO are all things that involve making your site quick to load and easy to navigate, and have the added bonus of improving your site’s content too. Investing in SEO will make your site better all-around, and this will improve the ROI on all of your other marketing efforts. SEO is an ongoing effort, not something that you can do once and forget, but once you have a good SEO plan in place, the ongoing expenditure will be minimal.
Blogger outreach helps you to increase your traffic both directly and indirectly. Working with respected bloggers in your niche is a great way to improve your brand’s credibility, and it will help you to improve your SEO too. Old-fashioned link building techniques such as bulk press release posting and directory submission no longer work, but acquiring links and positive mentions from popular bloggers is a great form of advertising.
Your business cannot thrive with just one form of marketing. To stay ahead of your competition you must use all of the tools that are available to you, including both offline and online marketing techniques.