Marketing a business can take any one of many different paths depending on the type of product or service, the budget, the demographic targeting, and overall goals of the business. When starting an online business, it is important to review all the options and choose the most efficient and cost effective way forward. With that in mind, let’s take a look at the value of organic and paid marketing based on whether the product or service is traditional or part of new media.
Organic Marketing for Traditional Products and Services
One of the surest ways to garner organic buzz is to create content that draws viewers to your website. First and foremost, your website should include value-minded content with quality narratives and concise search engine optimization (SEO) in order to compel Google to consider the business an authority on the product or service. Active blogs that continue to provide quality content will almost always ensure higher search results.
The next step would be creating organic social media posts that are shared among your social media followers, making sure that the images are eye-catching and the copy is engaging. Sharing this content via an email marketing platform to anyone in the business’s email list that has opted-in for email content, can help to boost the share cycle.
Organic social media marketing is a cheaper solution for marketing a new business, but understand that the results will not be far-reaching or well-targeted. Typically, only current customers and followers will see it, however, when it comes to word-of-mouth, that can be the best kind of conversion. The loyalty that comes with organic reach should never be ignored, however, and has proven time and again that it is worth the time and effort.
Paid Marketing for Traditional Products and Services
If the budget allows for it, nothing can reach new potential customers like paid advertising. Targeted ads based on demographics and location can drive conversions almost immediately, even from customers who may have never heard of the business prior to their purchase. Paid search advertising via Google and Bing can allow your business to be seen instantly by potential customers or clients searching for the targeted want or need.
This is where things can get tricky though, as dealing with budgets and auctions, along with keyword management, can get very involved and expensive. A common mistake is having paid advertising compete with organic efforts, meaning that a business is wasting valuable resources basically competing with itself.
Display advertising on third-party websites is a good option for some businesses, although this type of advertising can get very expensive. If going this route, be sure to fully vet any sites you’re advertising on and get a good handle on their reach and demographics before spending the money.
Paid advertisements via social media platforms is a more affordable, yet great way to target specific demographics and find new business – often with organic posts you have already created. This type of advertising will often bring outsiders to your social media page, which will hopefully help you gain new followers for future organic posts, as well as potential conversions via your website or direct communication.
As a tech partner, Blink;Tech is always here to help navigate the complex world of digital advertising, so please reach out to us if you have any questions.
Organic Marketing for Influencer and Affiliate Services
When one thinks of Influencer or Affiliate marketing, the understood idea is that the person pushing the product is getting something in return. While it’s typically money, some influencers and affiliates are happy with in-kind payments: samples of the product or service. This keeps the overhead low for the business, and since the influencers are usually already fans, they are more than happy for the freebies.
Having influencers create content to help drive search results in Google search, as well as on various social media platforms, allows the business to focus on other business needs and let the creatives be creative!
Paid Marketing for Influencer and Affiliate Services
Paid partnerships between businesses and influencers or affiliates can be a game changer, as long as the budget is available. Not only will businesses get the reach of using an influencer, but by being able to promote the content made by the influencer, businesses can target the desired demographic as well. While this is the more expensive option, it also offers the farthest reach for potential conversions, based on the trust the influencers and affiliates have with their followers and the industry in general.
One thing to keep in mind when dealing with a third-party influencer or affiliate is to make sure all branding and business guidelines are agreed to and in writing before getting started. Both the business and the third-party need to be on the same page when it comes to wording, styling, associations, and general social media etiquette. While it is usually easy to spell out the common sense do’s and don’ts, gray areas can be confusing, so laying out all parameters is just good business.
Whichever way you choose to market your new online business, understand that there is not one simple solution or any fool-proof way. A long-standing opinion at Blink;Tech is that all marketing – old or new school – can be successful when done right. If you have any questions or need any help, don’t hesitate to reach out to us via the contact form below!