Where should you put your precious advertising dollars? Into PPC: Facebook, IG, Adwords, etc? Or toward organic: ramping up your website, fixing your SEO, publishing SEO blogs?
Digital as well as traditional marketing functions on different channels. Each channel will reach a different audience at a different time and in different ways—in ways that vary according to where your potential clients are as they travel the buyer’s journey.
Facebook™ is a channel. So is Adwords. On the organic side, an SEO website is a channel—and a really good one. For traditional marketing, radio, trade shows, or a billboard are all channels—they are ways to reach your target audience and get your message to them.
According to Gary Vaynerchuk, for PPC, FB ads are the way to go: “If you’re a practitioner, if you really had to sell to survive, you would realize that the most under priced ad product right now is Facebook Advertising. If you had to sell to feed your children, you would put your money there” [link].
What the FB platform will do:
- FB owns Instagram so you get two channels for the price of one
- Quick wins at decent CPL, ROI, ROAS and CPA if your sales process is decent or your e-comm has product to market
- Massive audience—over one billion people are on FB
- Nearly endless options for audience development and retargeting
- It’s the heavy lifting machine for new brands, disrupters, and small startups
- Leverages a wide variety of media: text copy, static images, slideshows, videos
- Can be cross-targeted, utilizing other channels for very little money
- You are in control
FB and e-comm:
The main reason FB delivers great wins is the type of auction it uses. The “big” e-comm store that's a household name is all about price, and focuses on a captive buying audience. People go to known stores to browse and buy.
By contrast, on Instagram and FB, people are there to communicate and browse so it’s more about awareness and exposure to a larger audience. The FB auction uses a probabilistic bidding approach so even the smaller advertisers can compete with the larger ad spends. Even with endless budgets you can be beaten by smaller budgets if the product/ad/service provides FB/IG users with a better experience. The organic Inbound channel can work that way too.
Organic / SEO / Inbound
Rather than going after quick wins, organic / SEO / Inbound is the long game. You’ll get quicker wins using PPC but once you stop paying, the leads stop, while with organic, the opposite can be true.
There can be a trade-off: While you should get quicker wins using PPC, you may pay for thre speed; organic leads can cost less over time. But while you’re waiting for organic to optimize, you’re leaving tons of money on the table—money that could have hit your bank account if you had done PPC. This is why we say, “do both.”
What’s an “organic lead?”
When a visitor surfs the Internet, finds your company and takes some desired action, you have acquired an organic lead.
Even though you can pay to fix up your website so it generates organic leads, organic leads normally are not considered paid advertising, thus comprising a different marketing channel than FB, Adwords, etc.
While organic search is as old as the Internet, there still is considerable mystique surrounding the tactics involved. When you hear the term, “SEO,” what comes to mind? Many marketers think “page ranking.” “Page ranking” is the position your website’s URL occupies in SERPs (search engine results pages).
While SEO comprises much more than page ranking, we still consider the term "SEO," the processes required to enable visitors who are searching the web to find you.
Both PPC (FB, etc.) and SEO require enormous strategy to produce success.
Here are a few key processes involved to get results:
- A great website
- Fast loading pages, especially on mobile (to avoid Google page speed algo)
- Correct meta tags
- Content that “feeds” your audience
- Google local (if you are local)
- Google Schema
- Keyword optimization
- Clear branding and conversion paths
- Tracking and reports so you know what’s working and what’s not
Is this confusing? No worries, most “SEO experts” are confused too. For example, most won’t know what Schema is or how to implement it which is why so few websites have it.
Getting Results from PPC or Organic—What to do Next
- Start with your website. Your website is still the foundation for all digital media. A $50 “free” website or theme will never produce the results you otherwise could have. You’ll just get lost in the crowd
- If you’re going the DIY route, you’re going to have to learn a lot and you’ll find the learning curve for PPC about the same as for organic
- It may be helpful to find people in your industry who are having some success either with organic or PPC and who will share with you
- You might start with a digital audit. Try to get a free one. The paid ones should include an actionable game plan
- If you’re vetting out agencies or freelancers, only 1 out of 100 will have the experience to nail it for you
Lastly, use your gut. You’ll know it when you hear something that makes sense for you and don’t make a move until that happens. But do something. Stagnation may be the thing that’s been your worst enemy until now :)
Want to find out more? Want a free digital audit? Talk to us!