Bianca Freedman

By Bianca Freedman | Articles |  Blog |  

Everyone wants increased sales, right? Well, the first step you need to take is to increase your leads and website traffic. Not too long ago in the past, it was just the pay-per-click (Google PPC) advertising or search engine optimization (SEO) that drove this, now we have a lot of options.

The next question now is, do you really need all of these?

Let’s break down the 4 major digital marketing tactics.


The major benefit of Search Engine Optimsation is that SEO is free and provides unlimited organic traffic from search queries. The drawback is that SEO is a long-term investment which takes some time to take effect. After all your efforts, a gradual growth in keyword rankings and organic traffic  should be seen. If the increase in traffic was observed but little to no leads were recorded, it’s time to check if your website is conversion optimised.

SEO + Online Advertising:

If properly partnered with online advertising, your business can reap more organic search. Prospects might find you first via a Google ad but then they’ll search your business name to learn more about your business and can convert to leads or sales. These will be considered SEO conversion despite it originally coming from paid ads.

SEO + Email Marketing & Social Media Advertising:

Both Email Marketing & Social Media Advertising are a good way to build relationships with other businesses, this can result in higher quality backlinks and thus higher search engine rankings. It also promotes engagements which leads to stronger awareness of your brand.

Is it right for your business?

Given your website has strong SEO rankings, your prospects will likely see your website when they perform a search. It offers long-lasting results to your business and produces impressive ROI.

Pay Per Click Advertising

Now, we move on to PPC. Traffic is paid by the click using the different PPC advertising programs, such as Google Ads or Microsoft Ads (Formerly Bing Ads). The good news is you get the target the people who are actually searching for particular terms, making them highly qualified traffic as they are showing interest in what you’re offering them.  The bad news is that people tend to click less on paid ads compared to organic ones and there’s an increasing number of competitors promoting on the same page as you. Additionally, highly competitive search terms can be costly and might not generate leads. A solution is to focus on long tail keywords to target users who are more likely to convert.

Online Advertising + SEO:

Unfortunately, not all of the prospects who click on your ad immediately convert. For industries with a long consideration phase, it is important to be shown multiple times to your prospect, one way to do this is by retargeting, another way is to ensure you have a strong organic and paid presence. If your SEO Rankings are good, those prospects will see your website in both the paid and organic section when they perform a search, this creates credibility and increases the likelihood of conversion.

Is it right for your business?

AdWords should be your new best friend. A good practice is to test search and social . From the cost per lead and cost per sale, you can determine the allocation for the next campaign.

If you’re selling expensive products, it’s another reason to go with AdWords as it is ideal for products/services that have a long consideration phase. The flexibility of running Search, Display, Retargeting or Shopping Ads makes Google perfect for this type of product/service.

Email Marketing

Despite what you may have heard, email marketing is still one of the most effective digital marketing tactics due to the fact that the user provided their email address, indicating interest in your service and product. This can often translate to a high conversion intent. Reach out to them with a relevant offer and sit back, relax, and wait for the results to come in.

The true challenge comes in earning the email addresses that make up your mailing list. Another problem is users have the choice to open the emails sent by marketers and to unsubscribe due to high amount of emails received. It is vital to reduce the number of emails sent, have the content relevant to user, and have proper and clear Call To Actions to motivate them to the right direction.

Email Marketing + SEO:

SEO driven qualified traffic can increase the amount of people visiting your website, which in theory should increase the quantity of people in your email list. More people in your email list means more people with intent to convert being served.

Is it right for your business?

Email marketing can become an important part of your multichannel marketing strategy. When utilized properly, it can increase sales, generate new customers, and help client retention and loyalty.

Social Media Marketing (Facebook)

This platform allows you to target the audience based on their geography, demographics, and interest, and the user will see what your ads offer without comparing you to your competitors. If you are offering what they need at the moment, they have higher probability of doing your desired outcome. Some options you have are to perform appropriate testing, roll out different ad types, and tweak the audience.

Social Media Advertising + SEO + Online Advertising + Email Marketing:

With the use of SEO and PPC’s increased web traffic and email list acquisition, you can target people who are more likely to convert and increase your Facebook audience via Lookalike audiences. Along with this you can run Facebook Retargeting campaigns to directly target past website visitors.

Is it right for your business?

If you are selling directly to the consumers, then Facebook is a better fit for your business. Keep in mind that Facebook is usually higher in the funnel traffic so it’ll be best served with a focus on brand awareness.

To sum things up, these 4 major digital marketing tactics are crucial to your business in their own unique way. Now that you have seen how each of these are interconnected and helpful to each other, make sure that you hire the best agency in the market to help your business reach and exceed your goals. Send us a message and Get Started today.

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