At the beginning of 2019, it was projected that digital ad spend in the U.S. would, for the first time in history, exceed spending on traditional ads (as reported by eMarketer). By the end of the year, businesses will have spent a whopping $129.34 billion on online advertising methods alone. It is clear from this shift in spending in the U.S. (and across the globe) that digital ads have tremendous value. However, to craft a solid business marketing plan, it is essential to know what strategies will be most advantageous for your organization. If your team is fairly new to the digital advertising scene, learn more about how to create the perfect mix of online advertising methods.
Organic online advertising
The term “organic advertising” refers to advertising methods that are not paid. Outside of digital marketing, word-of-mouth would be one example of an “organic” method of attracting sales. Why is this type of advertising so important? Not only is it cost-efficient, but it is an extremely effective marketing strategy for nearly every kind of business. In fact, NewMediaCampaigns reports that “organic SEO is about 5.66 times better than paid search ads.” From search engine optimization to engaging social media postings, no organization should overlook this type of advertising. To get started, educating yourself and your team is the best first step. Take a course or consult with experts to help you draft a top-tier plan.
Pay per click (PPC) advertising
Pay per click (PPC) advertising is another widely used form of digital advertising. As its name suggests, your business only pays the website’s publisher each time someone clicks on your ad. This type of advertising is primarily beneficial because organizations only pay for actual engagements. These kinds of ads can be purchased on Google, Facebook, LinkedIn and other social media websites. While businesses across industries can benefit from PPC advertising, one of the biggest factors in creating these campaigns is an organization’s budget. If a company is brand new and has almost nothing to spend, it is usually best to skip PPC advertising. However, if you have a dedicated marketing budget and would like to gain greater exposure, PPC can yield serious conversions and brand awareness. For those who are serious about getting the most out of their ad campaigns, PPC Management is also a wise choice. Why? The effectiveness of PPC relies on more than simply creating and paying for an ad. Instead, putting as much experience behind your digital marketing is always advised.
Influencer marketing
For those who have a specific product that they would like to promote, influencer marketing is an exciting option. When done strategically, this newer form of paid online advertising can yield amazing results. If you are unfamiliar with the concept, influencer marketing is a strategy that involves having people with large fan bases promote a product or a line of products on social media. In addition to helping small businesses get noticed, large corporations have even had major success with influencer marketing. Sprint, Glossier, H&M and Sperry have all experienced increased sales through the use of this paid form of advertising. Often, social influencers will agree to promote a product when you send that specific product to them for free. This makes influencer marketing much more budget-friendly when compared to other paid online advertising methods.
Deciding on the right balance of online advertising methods can be a challenge at first. However, as you start to try methods like these, you can quickly discover what works and what doesn’t. In addition to trying various advertising methods, never be afraid to seek out professional advice.
By Cindy Cummings