Let's talk about Internet marketing today. Namely, well-known advertising channels: SEO, contextual advertising, SMM, and targeted advertising. Advertisers often have the question: "Which ad is best suited for a particular business? Where is it better to direct the budget to get results?".
Every fourth customer asks us similar questions. That is why we decided to present our thoughts on this issue. The same question is sometimes asked by marketers who are faced with a “new niche”. To choose the right business promotion strategy, you only need to answer a number of questions about the business niche and take into account the specifics of the promotion channel (SEO, SMM, Context).
So, let's get started.
Demand for a product or service, budget, and project lifetime are key questions that should be answered when choosing a promotion channel.
Demand.
Undoubtedly, the first step is to analyze whether there is any demand for this service at all, whether it is advisable to spend even a small budget in order to “sell snow in winter", figuratively speaking. It is necessary to make a deep analysis of the niche and the main competitors, preferably the most successful and long-existing in the market, in order to exclude the possibility that we are analyzing someone who is also “only testing the niche”.
It will be good to see the channels that your competitors use. Be sure to take into account the seasonality of the product. Although, sometimes, for example,” winter goods " should be advertised in advance, as it may be too late in winter.
A simple example from life: organization of New Year's corporate parties. Already in November, as a rule, most companies have everything scheduled and the organizers, artists and presenters are determined… Therefore, it would seem that we are launching New Year's advertising in September!
Project budget
The project budget plays an important role in choosing a promotion channel, so with a relatively free budget, it is better to use as many promotion channels as possible, choosing the most effective one in the process. In this situation, it is not superfluous to launch several advertising channels at once, carefully monitoring the effective one. With this approach, not only do we save time by finding the right approach faster, but by increasing ad coverage, we will ultimately reduce the cost of the client and increase the profitability of advertising, but of course, in a tight budget, this strategy is risky.
In a situation where the project budget is limited, testing several channels at once will not work, there is a risk of spreading small funds on several channels, and even an effective channel may not show itself in any way. Therefore, in this situation, it is correct to choose the most effective one out of all the promotion channels predictively, which will allow you to get more traffic and contacts with potential customers. This will allow you to get more information for the money spent. Sometimes, with a limited budget, you can test only one of the most popular business lines, while gradually connecting others.
Project lifetime
It is important to decide whether you plan to attract new visitors and potential customers for a long time, or to launch quickly, sell a batch of goods, reach the right group of target customers and go on hiatus for a while, and then launch again in a few months.
For example, contextual and targeted advertising allows you to receive traffic and calls within a day. You don't need to waste time on building up your ad campaign.Just pause the ad after the ad campaign ends.
In the case of SEO promotion, the process is longer, and if customers are needed tomorrow, this is not the option, but if the business has big plans, you should launch search promotion together with other advertising channels.
What is SEO, SMM, and Contextual Advertising?
Yandex and contextual advertising Google – this is an ad on search engine results. It is possible to display ads not only on search, but on partner sites, but in this case we will only talk about search results.
Contextual advertising on search works according to the following principle:
The user sets a search query, for example, "order pizza”
The response to this request will include advertising offers:
If there are a lot of advertisers for this query, there will be competition and bid competition between them. The more advertisers try to get into the ad block,the higher the CPC.
Such ads are good because they are shown strictly to those users who made the corresponding request. And if you set up your ad correctly, we will only pay for users who were interested in our offer
Contextual advertising works similarly in Google Ads. The user's request for "order pizza" shows the corresponding ads. This takes into account the impression region, schedule, and other targeting settings.
Proper setup of advertising campaigns consists in correctly working out the semantic core of an advertising campaign – a set of advertising phrases, placing bids, and working out offers in ads.
However, even the most correct ad setup, without working through the entire sales chain, does not guarantee calls, customers and sales. Everything is important: the landing page of the site, the price, the relevance of the offer and, of course,how to work with the incoming flow of requests. Advertising is not a “magic pill” or a “loot button” – it's just a source of " hot " potential customers.
SEO website promotion is rather not advertising, in its usual sense, but a set of works aimed at increasing the visibility of the site in search engines.
The search engine constantly strives to give the user a high-quality answer to his query, using its internal algorithms, which are kept very secret. However, analytically, an SEO specialist-optimizer is able to influence the ranking algorithms, improving the site's pages and " sharpening” them for certain queries, so that the site reaches high positions.
For example, the same request "order pizza”
The best part is that the result of such promotion will be absolutely free clicks, in contrast to the context where we pay for each click, a click on the site in the search results does not cost anything at all.
The cost of promotion work (putting the site in the top of the search results) depends on the level of competition. From very high for competitive queries, to low when launching a new product, or where the competition is not high.
Here you need to take into account the timing of promotion, as a rule, it is several months for not young sites and about a year for very fresh sites.
Therefore, we recommend that young sites combine SEO with another faster advertising format that allows them to get targeted traffic tomorrow - for example, contextual advertising.
SMM and targeted advertising is an alternative to contextual advertising. Sometimes less fast results, but often a lower cost-per-clickapplication
SMM маркетинг, позволяет получить тех же людей, которые ищут заказ пиццы и более того, можно сделать их постоянными клиентами. Для этого создается и оформляется соответствующая группа в социальной сети (VK, TikTok) в группе публикуется информация, которая может быть интересна сообществу и потенциальным клиентам, которые “могут заказать пиццу”.
You can publish promotions, coupons with promo codes, discounts, and launch activities that motivate users to subscribe to the community and become customers.
Traffic to the group can be obtained using targeted advertising, you can show our advertising propositionposting in the social network to the target group of users, choosing a city, type of occupation, place of findinterests, etc.
An interesting move will be to “go through " the subscribers of competitors and make them an offer that they will find difficult to refuse.
In SMM, you can go with a small budget. As a rule, this type of advertising is suitable for any B2C client. And especially for such niches as:
- clothing and footwear;
- cosmetics and perfumes;
- products for children;
- jewelry products;
- watch;
- various gifts;
- decorative items;
- products for motorists;
- services.
In general, low-cost high-demand products sell well in social networks, where purchase decisions are made impulsively and you can buy them in one click, especially if there is an online payment for goods.
It is more difficult to sell expensive large products that require pre-heating the audience. You can invite people to test product reviews, seminars, and auditions, and things will definitely move forward.
In any case, a well-developed USP is important – a unique sales offer and a clear product promotion strategy. A professional Internet marketer solves exactly these tasks.
Conclusions:
As you can see, the choice of the type and strategy of promotion is individual and depends on the types of your products or services, advertising budget, and other factors.
If you have any questions about choosing a strategy for promoting your business, please contact us. We will analyze your business for free and develop a product and service promotion strategy, and if you have experience in this particular niche, we will predict the cost of a client's request for your business.
