In the bustling marketplace of the digital age, businesses vie for consumers’ attention amidst a cacophony of online adverts, social shares, and search results. Traditionally, Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising have been the bedrock of supporting a brand’s visibility in the online realm. However, with the rapid evolution of consumer behavior and digital platforms, it’s becoming imperative for businesses to think beyond these conventional strategies to get as many customers as possible with more digital marketing platforms opening up!
Here are several compelling reasons why embracing a more holistic digital marketing approach can yield fruitful outcomes and why you need to think beyond SEO & PPC to grow. Also, here’s an infographic to represent these concepts a whole for your viewing pleasure!
1. Diversification Curbs Risks with SEO & PPC
In the stock market, diversification is a tried-and-true strategy to mitigate risks. Similarly, relying solely on SEO and PPC can be precarious. Algorithm changes or increased PPC competition can swiftly plummet your online visibility. According to SEMRush’s State of Search 2023 page, Google implemented lots of changes, causing domains to plummet between 2021 and 2022, creating significant flux and uncertainty for businesses reliant on SEO. Diversifying your digital marketing strategies ensures a steadier, more resilient online presence. It’s never the best idea to rely solely on a platform which can change at any time. What might work today may not work tomorrow, so you need to have a variety of different online marketing strategies ready in case one were to fail. It gives you and your business the peace of mind necessary to prosper in the long run!
2. Social Media’s Rising Stature in the Digital Marketing Landscape
With over 4.55 billion people now active on social media worldwide, social platforms have become indispensable avenues for brand marketing. Platforms like Facebook, Instagram, and LinkedIn offer fertile grounds to nurture a community, showcase your brand’s personality, and engender a loyal customer base. 71% of customers via livestreams have bought products and services as a result of social media. It is clear social media marketing is no longer an option but a necessity for modern businesses to survive in the modern age! This is why platforms like Twitch have grown in popularity in the last several years, and now TikTok and YouTube Shorts are used heavily too.
3. Content is King, High Engagement Times Are Queen
Content marketing and active engagement foster a realm where businesses can educate, entertain, and engage their audience. According to The Pipeline, 84% of people expect businesses online to have good content already! Quality content enhances SEO rankings and serves as a standalone avenue to establish thought leadership and build trust. Active engagement and relationship-building amplify these outcomes for consumers and keep the sales funnel and flywheel alive and well. Inbound marketing is another major component your business shouldn’t ignore, and it goes hand-in-hand with a strong SEO strategy.
4. Email Marketing – An Oldie but Goodie That Still Outperforms Other Platforms!
Despite being one of the oldest online marketing channels, email marketing still offers an unrivaled personal touch. It is still highly relevant as a tool to increase your brand’s staying power. Developer Media pointed out that email marketing gets better click-through-rates than other channels:
“Across the technology service industry, the average email open rate is 19.8%. The click-through rate is 2%, with a bounce rate of 12%. While social media usage is very close to daily email use, at 4.6 billion users, it is much harder to attribute marketing efforts to sales through social media.”
It’s a direct line to your audience, ideal for nurturing leads and maintaining an ongoing relationship with your customers, and isn’t a channel you wanna miss out on. Email marketing is here to stay, and that’s why so many digital marketing jobs want unicorns who know the basics of email along with everything else! I see these job listings all the time and keep thinking to myself, I better hop on making my own email marketing list myself soon!
5. Influencer Collaborations
The modern consumer trusts recommendations from individuals over brands. 92% say they trust referrals from others over branded content. Engaging with influencers in your industry can significantly extend your reach and lend credibility to your brand.
6. Video Marketing’s Visual Appeal
The average internet user spends 88% more time on websites with video. The ever-growing consumption of video content is a testament to its effectiveness in capturing attention from various people and demographics. With YouTube Ads, for example, it’s easy to set up audience segments and custom audiences to capture the specific needs of this customer base. Video marketing, whether on YouTube, Instagram or other social platforms, can significantly enhance brand recall and engagement.
7. The Podcast Wave
Podcasting is burgeoning as a platform for brands to have in-depth discussions about industry topics, share insights, and connect with a broader audience in a more personal manner. Podcast advertising spend was projected to surpass $2 billion by this year as of the making of this post! It’s no secret podcasts have blown up the way they did, with figures like Joe Rogan commanding a wide audience, regardless of one might think of his politics.
8. Community Building on Discord, Reddit and More
Fostering a community around your brand on platforms like Discord or Reddit can create a loyal customer base that will advocate for your brand organically. 62% of consumers engage with branded online communities because they want activities they can participate in. These communities offer a mix of fun, interactivity, and community that no regular web forum can match!
9. Analytical Insights from Google Analytics 4
Utilizing data analytics tools like Google Analytics 4 to glean insights into consumer behavior and preferences can help tailor strategies for better engagement and conversion. You can look at all your marketing channels and decide which ones are bringing you the most relevant traffic and double down on what’s working!
10. Customer Reviews and Testimonials
Encouraging satisfied customers to leave reviews on platforms like Google My Business and Yelp can significantly impact your brand’s online reputation and local SEO. 88% of customers read online reviews before visiting a business
While SEO and PPC are indispensable facets of digital marketing, sailing the vast ocean of online promotion requires a vessel fortified with various marketing strategies. As businesses venture beyond the familiar shores of SEO and PPC, they not only safeguard against the tumultuous tides of digital algorithm changes but also discover new horizons of customer engagement and brand growth. By adopting a multi-faceted digital marketing approach, businesses stand a better chance to thrive in the cutthroat digital landscape, forging meaningful connections with their audience and propelling their brand to new heights. Thank you for reading and check back for more cutting-edge SEO and PPC insights here on the blog! Take care and stay safe.