Facebook / Instagram ads
Allows precise targeting through location and demographic attributes, interests and behaviours. Both Facebook and Instagram allow for many types of ads from image to video to carousel. They also allow you to use different campaign objectives which can make it easier to achieve exactly what you want.
Probably the biggest advantage of these kinds of ads is that you can use your own company branded media to really showcase your services and products. The Facebook pixel can then be used to track exactly where Facebook and Instagram acquired users are going on your website.
The biggest downfall to Facebook and Instagram Ads is that its expensive. You pay per click, and click prices typically sit between $2 and $5. This means that if you’re targeting is not very accurate, it’s very easy to lose money on Facebook Ads. This brings us to the second point – even if people are buying what you are selling, and the targeting is excellent, you may end up losing money because your product cost is too low and will not cover your conversion cost. Therefore some cheaper products are just not suitable for Facebook and Instagram Ads in general, as this space continues to be more competitive and expensive as more players become involved.
Youtube is the most popular video sharing platform. It has capacity for display ads, but most people prefer in-video ads which pop up before a video plays. Youtube allows you to target specific channels and videos, which is great because it allows you to integrate your product in videos about a similar topic.
Unlike Facebook and Instagram ads that are easy to scroll past, Youtube makes you watch at least some of the ad before allowing you to skip it. If the user skips the ad no payment is made.
Youtube also offers another great advertising avenue, directly inside videos. If you sponsor a video with the channel owner directly, you will be able to forever embed your products and services in the video that will likely reach a much larger audience than a temporary Youtube ad. Moreover, the audience trusts the Youtuber much more than they trust some random pop-up ad.
Google / Youtube Display Ads
There are many types of display ads that Google offers both in SERPs and on private websites, where the webmaster enters into an agreement with Google’s Ad Sense. This generally allows image ads to display on relevant searches and websites. These types of ads are generally cheaper than ads that appear as part of search results, and cost is determined either by CPC (click) or CPM (impressions).
Formerly known as Ad Words, Google Ads allow results to show above and below organic search results. These results appear like organic results apart from the small ‘Ad’ on the top left. Generally, these ads are quite good as the user searching for the particular service should be very qualified to buy your service, given the ad is targeting the correct keywords.
Google ads also allow you to be very specific by targeting location and manipulating the exact keyword phrases that are targeted. For example, you can use phrase match and exact match to narrow down your audience, or you can exclude some keywords altogether. Google also provides a tool called Keyword Planner, which is very useful as it provides relatively accurate volumes for searches of specific keywords based on location.
Content marketing is a form of marketing that’s based on creating useful and free content for consumption by potential customers. The objective is to make yourself an authority on a specific subject and gain the trust of your readers. By providing free content you not only add value but attract customers that would have otherwise never found your business. It makes your brand look more legitimate, and if you put a face to your content, this can create a more personal connection between your business and your readers / viewers.
Content marketing comes in many different forms, from blog articles to social media posts and Youtube videos. Often the best strategy is to combine all of these in one, for example a blog article that contains a Youtube video, where a short excerpt is posted to social media with a link to the original article. Content posted on your own website in the form of blogs will also generate organic traffic through Google Search and potentially Google News.
SEO (search engine optimisation) is a unique type of marketing that focuses on bringing organic traffic to your website and generating sales, often indirectly through content marketing and other means. SEO an investment in your domain that aims to optimise page elements, technical issues and gain powerful links that will increase the authority of your website in Google’s eyes, and that will start to generate qualified leads.
A digital marketing agency can implement a well planned out landing page optimised for SEO, which can then lead users to higher level pages promoting specific products and services.
SEO aims to propel your website to the number 1 organic position in Google search results (below any ads if applicable). Its an investment in your domain that will reap rewards for an extended period of time. It does need to be maintained somewhat, as competitors will slowly inch closer if you turn a blind eye, but generally speaking, rankings are retained for months to years if done correctly.
Once established, your organic rankings will provide free traffic based on the volume of searches conducted for specific keywords. This is contrary to other digital marketing initiatives, which are immediate, but which will prove to be expensive in the long term – whereas SEO has a high initial investment, but keeps providing leads and sales well after the campaign is complete.