When faced with the decision to invest in digital marketing, then, these same business owners inevitably choose to limit costs. In reality, you don't have to choose. Here is a secret successful online businesses know: Digital marketing--specifically organic SEO--can increase sales while reducing costs.
|Digital marketing--specifically SEO--improves the quality of your content and the speed and efficiency of your website. The result is increased conversions and decreased costs. [Photo Source]|
Digital Marketing: Quality > Quantity
Obviously, different digital marketing firms employ different techniques with varying results. Some firms use traditional marketing techniques such as banner or website ads. These sort of display ads reach many people, but the click-through rates for these ads have been plummeting for years.
Of course, display ads can be targeted to specific demographics--but demographics alone do not define a unique customer base. For most people, the Internet is inescapable, integrating, informing, and often defining daily lives. Display ads act as intrusions. Inevitably, we confront display ads in the wrong place at the wrong time, and often in the wrong state of mind.
We use the Internet to be more efficient, to accomplish specific goals--and when we confront an unwanted ad, we click away. Are all advertisements ineffective?
Alice Truong, writing for Quartz, notes a distinction between display ads and native ads: "Display advertisements on websites—the kind that stand apart from the content and invite you to click through for more information—are widely seen as ineffective and annoying. That perception is confirmed in a new study that found native ads, which blend into a website’s design and sometimes even offer related content, more engaging than traditional display ads."
The study Truong cites--linked in her article--and covered more extensively here, also reveals that native ads are consumed in the same way as original content, and that consumers look at both native ads and original content for roughly the same amount of time.
The distinction this study reveals between traditional ads and native ads speaks to an elemental point: Banner or website ads rely on quantity—reaching as many people as possible without concern about the consumer’s tastes or preferences. This is also called spam. Digital marketing, instead, endorses quality.
|Traditional marketing techniques, like display ads, do not translate to online success--|
most displays ad are dismissed as mere spam. [Photo Source]
Native advertising is seamlessly blends into a website's existing content--content that a browser is already looking for. Why else would the browser click to the website in the first place? However, the challenge of attracting visitors to the website still remains. The Internet empowers businesses small or large, local or global, to profit from direct and immediate access to targeted customers.
However, no company will realize this singular benefit merely by creating a website Most websites, even newly-developed websites, are not effectively marketed--most websites, in fact, amount to little more than a high-priced digital business card.
The key, of course, is finding a digital marketing strategy that makes sense for your business. If your concern is cost, the best possible solution is organic SEO. Organic SEO is not a technology; it’s not a tool; and it’s not special equipment. It is a strategy applied to a website’s content, and partially to technical development aspects, that empowers the site to be easily “crawled” by Google, Yahoo, Bing, and other search engines.
Search engines like Google are always hungry for new, exciting, and informative content. You never know what a visitor has in mind when browsing your site. You can only hope your content, including text, images, and video, will transform your visitor into a customer--a conversion. Likewise, your website should offer the best experience for visitors. Speed and reliability matter.
If your website loads quickly, visitors will easily navigate between pages, and will be less likely to visit other websites for the same product or service. In working with the search engine algorithms, organic SEO practices targeted marketing. Banner ads may or may not reach your intended customer. Organic SEO, on the other hand, helps your intended customers find your website with ease.
Unlike advertising, however, both traditional and native, organic SEO is not tied to any specific cost. You can perform your own search engine optimization by using the tips and tricks detailed on this blog.
The Organic SEO Blog is sponsored by a top SEO specialist, Alex Stepman of Stepman's PC. If you're a website owner in need of SEO, we suggest calling Alex today. If you're hesitant to try SEO, we suggest reading our series of articles for website owners: 215-900-9398.
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