A wide range of distinct channels and activities together referred to as “digital marketing” aim to increase brand recognition, direct traffic to websites, and motivate customers to take positive business actions like lead generation or online purchases.
But for businesses with limited resources, it makes strategic sense to concentrate on a small number of techniques at once in order to learn what works and what doesn’t, as well as to cut initial costs and avoid spreading the existing funds too thinly.
As a result, if you’re just beginning to evaluate what your digital marketing plan should be but don’t have any untapped resources at your disposal, here are some preliminary ideas to help you get going.
Sources of “free” Traffic
Always begin your workday by logging onto “free” digital channels. Email, organic social, and organic search (SEO) are the main components of this.
These channels need to be worked on, and money will need to be spent as well. In order to obtain connections that will help your domain’s SEO, you may need to invest in blogger relationships or the top directories. Social media relies significantly on excellent creativity, which you could need to outsource. You might also need to make an investment to start from scratch creating an email marketing list.
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However, altogether, these channels are a terrific place to start without much of an initial outlay.
More Expensive Sources of Traffic
As a final option, you might consider some more expensive but highly focused traffic sources.For this kind of labour, many brands start with paid search marketing, such Google AdWords. You must take click costs into account because they can range from 30p to £10 depending on the vertical.
Other more “premium” digital platforms include things like LinkedIn, where it’s simple to target directors and heads of departments with your messaging but clicks might cost upwards of £4 each. It’s also important to note that B2B social selling typically works best when pushing a specific piece of content rather than your complete service, so you should consider adding more nurturing journeys and selling to convert soft leads into paying customers.
Agency vs. In-house
The final choice is whether to carry out this work in-house or task an agency with executing the work for you.
You might perform a lot of this initial testing and setup work yourself as the founder of many new online start-ups may already be a marketing guru.
But for slightly bigger, SME-size start-ups with some budget to play with, then in-house vs agency is a topic that will be on your mind.
Each has advantages and disadvantages. For instance, working with a specialised performance marketing agency should yield the desired results more quickly and at a lower cost than hiring your own staff.
However, recruiting internally gives you access to more potential man-hours for labour. Once the limited time has been used up, an agency will charge by the day, and that’s it (unless you agree to increase the retainer). A full-time employee can complete more work… However, when working on your brand, they won’t have the range of expertise and experience that a full marketing firm would.