The Ultimate Digital Marketing Guide - Inbound Marketing

What Kind of Digital Marketing Gives Us the Best Return on Investment (ROI)?

We get this question asked a lot in one way or another and our answer is always, it depends.  It depends on what your goals are, how much money you are willing to spend, and how long you want to wait to get results. A home improvement company or construction company that is looking to get prospects in the door right away may be different than the dental clinic who wants to get their word out about their clinic generating engagement within the community online. This is the tortoise and the hare conundrum most businesses face. Do we aim for short term profits or brand build for the long term?

What is Targeted Short Term Marketing?

Targeted Short Term Marketing is a strategy built to obtain leads and sales as quickly as possible. The goal is to target those ready to buy right now to contact you. The horizon to complete these goals is usually daily, weekly, or monthly. This type of strategy includes Pay-Per-Click (Adwords), Influencers, Giveaways, and running Promotional Events.

What is Targeted Long Term Marketing?

Targeted Long Term Marketing is a strategy built to get awareness and brand building. The goal is to target those that have interest in your product or services but aren’t necessarily ready to buy now and give them an idea of who you are and what you offer. The horizon to complete these goals is usually at least 6 months to a year before seeing a good amount of conversations. This type of strategy includes Brand Building, Social Media Marketing, Search Engine Optimization (SEO), Email Marketing, and Content Marketing.

Targeted Short Term Marketing vs Targeted Long Term Marketing

Targeted Short Term Marketing is best used for industries and/or companies that want a quick return on investment. These companies have short term goals of wanting to boost traffic, improve prospecting, and increasing revenue. The bottom line is to get more people in the door and less about brand building. It requires a higher up front cost, with higher competition, and conversions may depend on instantaneous snapshots of reputation and offers provided. It also requires less content building and is reliant on the fact that you can get to the top of the search engine or garner attention very quickly. 

Targeted Long Term Marketing is used for a slow build up of a company’s reputation and continuous acknowledge of offered products and services. The constant targeting and retargeting of offers and services opens a dialogue with prospects, giving them a higher probability to buy or contact you once the prospect is ready to purchase. This type of strategy has a less of an upfront cost but that also means it has much less of an initial return. Given time, potential customers become fans, and you start building a life long audience. These people have a much higher conversation rate given long periods of time as long as what is offered is of quality and the reputation of the company are of high standards.

Definitions of the Different Marketing Strategies that Anchor Engine Employs

  • Pay-Per-Click - It is a targeted short term marketing strategy that allows you to pay to get your ad the most attention allowing it to have the best chance to get a click through to your site or landing. This is done by placing targeted ads in high traffic areas that provide the best opportunities to be seen. This includes, but not limited to, being at the top of certain Google/Yelp searches and displaying ads to relavent people on Facebook/Instagram.
  • Email Marketing - It is a targeted long term marketing strategy that allows you to send emails to groups of prospects whom has provided their email address. These emails are informative in nature to promote new products or services, promotions, and/or inform people of new content available for them to read. The whole idea is to constantly be in contact and retarget these prospects so when they are ready to buy, they remember you as the first option. The importance of segmentation and hyper personalization helps bring people in.
  • Social Media Marketing - It is a targeted long term marketing strategy that allows you to grab the attention of hundreds of millions of propects through social media channels like Facebook, Instagram, Twitter, Pinterest, and more. This is done through the creation of unique content (content marketing) including copy, images, and video. Social media allows people to engage with the company through direct messages and posts and also allows them to share this content with others.
  • Content Marketing - It is a targeted long term marketing strategy that allows you to attract more people to your site or social media by creating unique content that is pertinent to who you are trying to target. This includes creating creative copy for a blog, article writing, creative video and photos, and more.
  • Search Engine Optimization (SEO) - It is a targeted long term marketing strategy that allows you increase the quality and quantity of traffic to your site by making sure your content is optimized to be organically discovered by search engines such as Google and Bing. It is a race to increase the chance of showing up on search results by standardizing your content or site to their algorithms. This includes having the correct keywords and tags, making sure your site is up to date with web standards, and having a responsive mobile site.

Our Recommendation - Who Wins? Short Term or Long Term Marketing?

At the bare minimum, we recommend at least having a comprehensive, well-planned and executed PPC campaign with a healthy advertising budget. That, with a comprehensive landing page with amazing content and media, will yield the quickest results in bring in leads, prospects, and ultimately grow your company. Just make sure you have your ducks in a row with a nice website that is fast and mobile friendly.

Taking that a step further, we also recommending an email campaign that is segmented and ultra personalized to continually build awareness and retarget those prospects. If you’re collecting customer’s emails through landing pages, then why not be in continuous contact with those prospects until they are ready to buy.

A complete comprehensive approach to digital marketing would encompass everything from short term to long term marketing as long as it is targeted. It comes down to driving as much quality traffic as possible to your website or landing page by means of social media, content marketing, email marketing, SEO, PPC, retargeting, branding, etc. PPC will bring more of those impulse buyers while the orders will continually be reminded of your services until they have done there research and are ready to buy.

At the end of the day, the hare may be faster but the tortoise also finishes even if it is slow and steady.

How Anchor Engine can help?

Anchor Engine’s experience has lead us to develop the most comprehensive strategies to attract leads through PPC.  We build landing pages that convert and, when necessary include professional images and video, to help you with the best chance of landing prospects. We understand every business is different and we do our research thoroughly before spending a penny on advertising. That research includes reviewing your digital footprint to make sure your website is up to modern standards, your reputation online, what directories and social media platforms you are a part of, and looking at your local market to see what keywords we can play on.

In addition, we can fully managing email campaigns that retargets any emails collected from PPC or email list that you provide, fully manage social media campaigns and content creation, redesign websites, create landing pages, optimize your site for search engines, and more.

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