We are acutely aware of the importance and impact of creativity when it comes to developing a digital marketing strategy. Creative marketing campaigns resonate across all audiences, making people tick and ensure your brand remains memorable.
In 2021, the internet provides copious amounts of inspiration for creative marketing campaign ideas and those looking to promote their business. However, implementing these concepts effectively can be more challenging, as brands need a concise business plan and a defined marketing strategy for ideas to prosper fully.
A creative digital marketing solution delivered correctly can be just what you need to elevate your business to the next level. However, with so much advice available, it can be a challenge to know where to begin and understand the most suitable option for your business.
Some of the most commonly used creative digital marketing solutions include search engine optimisation (SEO), pay per click (PPC) and social media marketing (SMM). But which of these marketing strategies should your business focus on? Should you be using all 3? What are the advantages and disadvantages of each solution?
Take a look as we cover the ins and outs of each of these creative marketing strategies and how to assess the right strategy for your business.
Search engine optimisation (SEO)
SEO is the process of optimising your website for specific search terms, which will help your site become more visible on search engine results pages (SERPs). It’s essential to conduct some thorough keyword research beforehand to establish what terms you should be ranking for. Once you have established your relevant search terms, you can create relevant, targeted content which will help provide value to your audience.
When a detailed strategy has been put in place, SEO is an excellent digital marketing tactic to help provide a steady flow of traffic to your website, increase exposure for your brand and improve conversion rates. Whilst this may seem like a straightforward process, there are aspects to mindful of when putting an SEO strategy in place.
Initially, many brands are unaware that seeing tangible results from SEO is not an instantaneous process. The amount of time taken for SEO to start working is not a one-size-fits-all scenario and will vary between businesses. Typically, it can take at least six months before companies see the results of their SEO efforts.
A misconception that many businesses have regarding SEO is that they should be ranking for a handful of keywords with high search volumes. It’s essential to be aware that this approach will see very limited results as high-volume keywords are incredibly competitive. In the age of voice search, users now conduct more detailed searches, meaning that today’s SEO must be driven by natural language. With technology and Google’s algorithm constantly evolving, it’s vital to stay on top of these trends to ensure your SEO strategy remains relevant and effective.
Pay per click (PPC)
PPC (Pay per click) has become an increasingly popular digital marketing strategy over the years. Pay per click refers to the fee paid by advertisers each time a user clicks on their ad, directing the user to their website. This strategy is essentially buying clicks to your site as opposed to the organic methods of SEO.
PPC is a great way to widen your brand’s reach, with ads placed in front of various users. Additionally, this method is a much quicker way of seeing new visitors to your website than SEO and can lead to new business and enquires instantly.
The obvious setback of PPC is that it can become incredibly costly and may not be a suitable ongoing strategy for your business. Additionally, once you stop investing in PPC, your visibility from ads diminishes instantly. As a result, it’s often wise to run PPC alongside other marketing strategies which will continue to be fruitful in the long term.
Social media marketing (SMM)
As the name suggests, social media marketing is the process of connecting with your audience via social media to help build your brand and increase website traffic. Businesses can resonate with their audience across social media platforms by sharing valuable content, running social media ads and interacting with their audience.
The beauty of social media marketing is that it is relatively inexpensive to run. Something as simple as posting a meme or sharing an interesting article could significantly impact your audience, helping to amplify your brand values and encourage brand loyalty.
The disadvantages of social media marketing are that it can become very time consuming with little short-term reward. Whilst it can take a long time to see a return on investment (ROI), there is also little control over what others post about you online, leading to a negative brand reputation. However, remaining sincere and polite at all times can help you navigate social media negativity.
Which marketing strategy is right for me?
When choosing the right digital marketing strategy, brands must consider their business goals and budget. If the aim is to build up a loyal audience over time, social media and SEO are ideal choices. If you have sufficient funds and are looking to gain new business quickly, then PPC can be a good short-term solution.
Creative digital marketing strategies should be viewed as long-term investments rather than quick wins. It’s always crucial to recognise that any marketing strategy bringing long term success to businesses will undoubtedly take time and effort.
