The Right Digital Marketing Mix

Published on Oct 21, 2020

Chris Burns
Director of Business Development

While I’m often telling people now is the best time to go all-in on social, that doesn’t mean that other forms of digital marketing aren’t important or shouldn’t be part of your strategy. While I am a huge advocate of social media and believe it to be one of the most effective forms of marketing, the real recipe for success is a diverse marketing mix that includes various forms of content and verticals. 

 

For example, below every good home is a solid foundation that supports the home for years. In digital marketing, that foundation is your strategy which should be diverse and sophisticated. The website is the home that sits on top of the foundation which needs to be mobile-ready, user friendly, and features fast page speed. The verticals in the strategy such as social media, blogging, and email marketing, etc.., are what direct people back to your website or home. 

 

While digital marketing can include a wide variety of tactics, we’re going to focus on seven digital marketing verticals that most businesses should be leveraging. 

 

Website:

Your digital strategy all starts with your website; which needs to be aesthetically pleasing, user-friendly, easy to read, and navigate. Some of the pitfalls small business owners run into is having a site that is text-intensive, pictures that are out of date, using stock photos, and pages with broken links. A simple SquareSpace or WordPress site with a white background, accompanied by some professional photos and a couple of short videos is all you need to tell your story and drive conversions. Some of the simple things consumers are looking for include: hours of operation, clickable link to a phone number, email address, and FAQ page. 

 

Email marketing:

Success with email is subjective and can be challenging because your inbox is constantly flooded with emails from all your favorite retailers, small businesses, thought leaders, not-for-profits, and spammers. It’s hard to stand out in a crowded space, especially if you’re just getting started. The key here is to focus on adding value to your subscribers while simultaneously choosing a frequency that is not annoying. The right frequency for most businesses may vary from once a month to once a week. Like most things in digital marketing, focus less on selling and more on adding value. Share what’s new at your company, talk about awards, milestones, do an employee spotlight or customer testimonial. 

 

If you have a strong social media presence and you post 3-4 times a week, you could repurpose that content and put what you feel is the most relevant into a monthly newsletter. 

Google AdsWords:

Take a look at your Google Analytics and if most of your traffic comes from social media, that likely means you have a ton of competition or your Search Engine Optimization needs some work. Either way, Google Ads are a cost-effective means of generating web traffic. A campaign is relatively easy to set up and is similar to a Facebook ads campaign. Google Ads should be a consistent part of the marketing mix for most companies. According to WordStream.com, the average cost per click for Google search ads is $2.32 in the U.S.

 

YouTube Ads:

YouTube is considered the second largest search engine in the world according to Wikipedia. While there are some B2B businesses that might find value in YouTube ads, most B2C businesses should find a solid return on investment from YouTube ads. 

 

Advertisers only pay when a user watches their video or clicks a call to action link. For example, If you searched “How to fix a leaky faucet” on YouTube, there are three types of ads you might experience. 

 

  1. In-Stream Ads – Shown periodically during your video. These videos are nonskippable and can be 15-20 seconds in length. 
  2. Pre-roll – Shown at the beginning or end of your video and cannot be skipped and are sold on a pay-per-click basis so make sure you have a eye-catching video along with a strong call to action.
  3. Bumper Ads – These are displayed at the beginning of the video for only 6 seconds. 

 

 

SEO:

Search Engine Optimization, otherwise known as SEO is a term that is often misunderstood. Simply put, it’s the practice for increasing the quantity of traffic (visitors/clicks) through organic (Google/Bing/Yahoo) search results. Google, the largest search engine is continuously changing its algorithm for which they rank or weigh various factors like page speed, number of inbound links, keywords, bounce rate, title tags, etc. Even a brand new, mobile-friendly website likely requires some optimization to be sure your site/pages are being displayed on the first or second page of Google for various phrases and keywords. 

 

According to Search Engine Journal, High-quality content, Google reviews, mobile-friendly, and website security are some of the most important factors of how your site gets ranked. 

 

Blogging:

Can be a valuable tool to boost your SEO while also helping position your organization as a thought leader. Done right, a quality blog post should be a minimum of 500-600 words. However, the length isn’t what’s important. Instead of trying to sell, focus first on adding value to the visitors. Teach them something so that they come back to read more articles. A post with a catchy title, sub-titles, 2-3 high-quality photos, links to other relevant blog posts, calls to action, and a video is a real recipe for long-term success. Once your blog is established, make sure it’s mixed into your email marketing as well as your social media.  

Social Media:

Because platforms like Facebook, Instagram, LinkedIn, Twitter and YouTube are all free to use there is no excuse not to have a consistent presence on the platforms that make the most sense for your business. The companies that find success on social media all share a few things in common. 

  • Their content is driven by a strategy and a content calendar 
  • They post consistently 
  • Focus on the quality content, not quantity 
  • Utilize video and Facebook likes 
  • They leverage the stories feature
  • Have an established monthly ads budget 

The level of success you have with any of these verticals will vary from industry to industry. Whether you’re starting new with digital marketing or going back to the drawing board, start by creating some goals accompanied by a 1-3 page strategy. Throwing things against the wall will work. Also, patience is key. This is a marathon, not a sprint. While you might find a few new leads in the first month, sustained success with any kind of digital marketing might take 3-9 months. Consistency is key! 

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