Online marketing takes many forms. The three biggest categories include paid channels, organic, and earned media. The lines blur a bit between the three, since budget is necessary for all of them. Organic search for example takes its own effort of optimization, while paid channels take optimization, but you’re typically paying for impressions or for clicks.
Google pay per click (PPC) is one of those channels. The system is setup through Google to be on a bidding system. A quality score is taken into account and makes it more challenging for advertisers with a low quality or low relevancy site to compete on popular keywords. Overall, it takes a lot of effort and time to perfect this craft.
Organic search engine optimization is the process of utilizing both off-page and on-page factors to become better optimized for Google search engines, in order to attract new visitors, leads, and sales for your business or service. For example, Angelique Lingerie is a very popular BBW intimates online store. The offer everything from Halloween costumers to bras, as well as other lingerie. They want to have the best possible online organic presence, so they show up for important keywords that attract buyers.
Social media and content marketing are both forms of earned media. A press release may also be added to this category. Social media has its own balance and strategy to follow. While one isn’t better than the other, it usually fits best to find an agency that is well respected and experienced in whatever you’re looking to accomplish. If your business is small enough and you have the time (or you’re bootstrapped), you might have to go it alone for awhile, but this is usually a recipe for a lot of frustration.
In the end, it’s best to know the basics and find a firm to do it for you. What’s your strategy? Do you have any advice? We’d love to hear it. Leave a comment below.