If I Get Results from Paid Search, Why do You Advice I Should Invest in Other Digital Marketing Channels?

This is the first question you will come across when you will advice your client to invest in other digital marketing channels apart from paid search. Business owners often ask this question related to their advertisement spending habits. They need to know why they should spend on other digital media platforms like Facebook, Twitter, Google+, Pinterest etc., when their expense on paid searches is paying well by diverting traffic towards their websites.

This concern of any business owner is natural. They need their advertisement expenses to be cost-effective. If you tell them to expand their ad expenses on other digital marketing channels, you need to assure them about the cost effectiveness of their ad expenses in providing them with newer business opportunities.

Why Invetsing in Different Digital Marketing Channels Is Important

Just going with the paid searches are not going to help you for long. A recent Google survey revealed that 85% of people claim to ignore sponsored listings when searching via Google. The reality is that people all over the world have become skeptical of advertising, including PPC. This is more true in case of an ad by a small or medium-sized enterprise as people don’t know about these companies and so ignore them. Also, you can’t fight the expense of those giants like Amazon, eBay, or Walmart to get on to the top of Google’s SERPs.

Paid or Other Digital Channels

That’s why the best and most ethical way to get better results is topping the list in the organic search result area. People have faith on organic searches. They know that only the best and the most relevant results will appear in organic listings. And, to get on to the top of that list, a business needs to invest in digital marketing, other than paid-search, which will not only keep their website on top in the search results but also build and manage their product and business reputation through managing customer’s feedback on its website.

You can’t afford to miss out on those prospective customers who are present on various social media platforms like Facebook, Twitter, Google+, Pinterest, Instagram, Youtube, etc. About 78% of the population of the U.S. had a social media profile in 2016. This will only shoot up in the future.

Case Study

A dentist used to advertise online to get more patients. They were paying almost $27 per lead and it was cost effective for them and they used to get enough clients through online advertising.

In early 2015, the leads from their online advertising campaigns started to reduce. They even increased their online advertising costs to $53 per lead, which was almost double of what they were paying earlier. Leads started to grow, but not as it used to be earlier. As Google Adwords had revised its quality guidelines; they were not appearing in top listing throughout the day despite paying more than their competitors.

Later, an analysis was done and it was revealed that the competitors ranked both in PPC and organic listings. They had more reviews and their webpages were more mobile compatible. This was because they were managing their webpages more smartly by investing in other digital marketing channels.

Afterwards, the dental client made its site more responsive by putting a system of reviews to ascertain patient satisfaction. They also worked on local optimization of the website organically. It took them 6 months to work on corrective issues and their results improved again. However, in those 6 months, they incurred a loss of $87,000.

Key Takeaways

  • The way people are using technology has changed. Mobiles and other handheld devices are becoming more popular and handy to conduct online search.

  • You need to measure satisfaction of your customers to improve your product and services. This feedback makes your customers feel valued and they in turn help in word of mouth promotion.

  • Local optimization in mobile search is much more important than desktop because they give local specific results.

Conclusion

With a number of platforms available in the digital world, the attention span of people are not so focused. Information is accessed through multiple channels, and percentage of these platform’s daily impressions vary by hours in a day. Only a professional team that own a wide area of expertise in digital marketing domain and who are keen to keep themselves upgraded with the newer challenges of the digital world can help the business grow in this digital domain.

Continuing our tryst with the digital marketing topics and questions, this is the first case-study based informative compilation that answered why investing in different digital marketing channels, other than PPC, is very important for the business. Hope it was useful and helped you enrich your knowlegde on digital marketing!

Next week, we’ll bring another compilation on the importance and relevance of keywords in getting the business on top. Stay tuned till then…

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Sangeeta has over 8 years experience in IT and 5 years experience as a digital marketer. She has hands-on experience in most digital channels including SEO, Social, PPC and Email marketing. Her job profile as an internet marketer required her to handle and train teams for deliverables. She has trained and pushed team members to learn digital marketing concepts which are novel yet beneficiary for businesses.

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