Reflect Digital began only six years ago and we know how tight money can be for a start-up, writes Becky Simms, managing director at Reflect Digital. Our best advice? Research all marketing avenues that might apply to your business and try to work out your most likely return on investment for each one. This way, you can weigh up the best course of action for your budget and apply it to the timeframe you are working to.
Key options to consider are:
Search Engine Optimisation (SEO)
This is something every business needs to consider, but it does not happen overnight. Depending how competitive your industry is and what your budget constraints are, you could be looking at from three months to more than a year before you see results, so consider carefully before you decide this channel is right for your start-up.
Pay Per Click (PPC)
Marketing via paid search varies widely between industries and platforms from a cost perspective, so it is important to find out what the likely cost per clicks (CPCs) works out at for your industry. Google make PPC very accessible and encourages business owners to manage it themselves. We would not consider running our own campaign. It is vital that you enlist a professional to help. The major benefit to PPC is the potential for almost immediate return.
Depending on the database you have, email marketing can be a really effective form of marketing. However, beware of purchasing data for email campaigns, because this often results in poor open rates and engagement. If you have active data representing people interested in your brand, this could be a cost-effective way to market.
Social media marketing
Social media offers a unique way to market your business and can be really cost-effective, but results will vary greatly. Brand awareness channels can lead to sales and inquiries, when managed well. Paid advertising opportunities are fantastic for targeting users, based on demographics.
There are so many options open to businesses and these are just a few. The most important advice is to look at all options, the budget available and how long that can be sustained, based on the likely conversion rate and the return on investment. These are open conversations you should be having with your marketing partner before choosing the strategy to move forward with.
Remember, digital is flexible! Be ready to amend your strategy, based on results.
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