In the last blog, we discussed some of the fundamentals for encouraging growth and developing an organic presence online. In this post, we are talking about developing a presence through paid strategies.
While organic strategies create strong results, they can often take months to deliver tangible results and require consistent attention to fully optimise. For businesses looking for quicker results or a temporary boost during slow months, paid strategies might be the pathway for you.
Pay for your Reach with PPC
Paid online marketing can take several forms, but the most common format is Pay Per Click strategies like Google AdWords. While PPC cannot be a sustainable strategy for most businesses, given the cost associated with running the campaign, it is great for boosting sales during a certain time, or product based transactions.
In simple terms, PPC is a system where advertisers essentially purchase visits to their site, paying a fee everytime the ad is clicked. The value of certain forms, like search engine PPC, is that it allows advertisers to place ads on industry related keywords and specifically target viewers who are looking for specific search terms. When compared to SEO, PPC maintains a lead in conversion rates, with most of the text and page content is optimised to convert viewers into buyers.
While SEO is ultimately a more desirable long-term strategy, with experienced management, PPC campaigns can quickly become profitable. As a leading SEO company in Melbourne, at One Stop Media, we have a range of experience in both organic and paid strategies. We maintain fluid and adaptable tactics which are optimised to changes in consumers browsing habits and search engine algorithms.
Optimising Social Media
Social Media is another platform that can be good at driving traffic to your website and is excellent at maintaining existing customer engagement. However, in recent years, social media has become a challenging platform for smaller businesses to drive any form of organic engagement with new customers. Too many businesses ignore Facebook’s algorithm changes and expect to create new customer engagement using the same tactics as those touted years ago. Instead, Facebook and other social channels now work most effectively when combined with some sort of paid advertising strategies. Facebook is particularly good as a paid advertising channel, allowing businesses to specifically target their ideal customer, based on interests, demographics and previous buying behaviours. This is an invaluable ability, using a tailored approach to target consumers, which reduces the overall cost per converted browser.
Where to from here?
Ultimately, while organic strategies deliver more reputable long-term results, both PPC and SEO strategies have their purpose within the online environment. Building a reputable online presence is more than just a basic website and like most things, the more effort you put into your campaigns, the more you will get out of them. If you are still not certain where to start or require an experienced perspective, contact our specialists at One Stop Media. We will develop a tailored approach to maximise your online profile.
- There is a limited budget – While the budget is frequently the main restriction and reason businesses go with a template. It is a sensible option, if your entire year’s online budget is spent on a website, there may not be anything left over for marketing to gain viewers on that website.
- The needs are simple – If your business is only looking for a blog or informational site, your do not need all the additional features that come with a custom site.
- Speed – If your business simply wishes to get something up fast, a template is the best option as custom projects can take months to complete.
- IT Support is not an issue – If you do not need ongoing support from an agency or you have your own staff to do the simple management then, your site does not require complicated features.
- Customisation – if you are happy to brand within the limitations of the template, or do not require significant branding or growth changes, then again a template if the best option.
Ultimately the choice between a custom and a templated website depends solely on the goals and requirements of business. While as experienced professionals, we can recommend a choice based on what we think would fit your requirements and future goals best, the decision rests on our clients.
However, if you are not certain about what would best fit your business goals, come talk to us today. Our experienced team can help you break down what would best fit your needs.