One of the most common questions I hear is, “What’s the best advertising method, in your opinion?”.
Prepare to have your socks rocked right off, because there is no right answer.
The fact of the matter is that the strongest approach for advertising is just like that of a military operation; an attack on multiples fronts.
Search Engine Optimisation & Search Engine Marketing
To start things off, let’s say you sell designer fedoras. You know the ones; those ace-looking hats which the moment you pop one on your head makes you instantly feel ten times cooler and as though you belong at a beach side bar? Yeah, those ones! As a customer, if you don’t know where to find something, what’s the first thing you’re going to do? You’re going to jump on your search engine of choice, and search for “Designer Fedoras”. If you don’t appear for exactly what you do, how is a customer supposed to find you?
When it comes to the ever present SEO vs SEM debate, the truth is that each has their own areas of strength but is targeting different kinds of users. Some people will actively use Ads because they know they’ve been designed to appear for relevant searches, and some people will only use non-ad based results (also called Organic Search Results) because they either don’t trust ads, or are just unfamiliar with exactly what they are.
Where these services really get the chance to shine is working hand in hand with each other. PPC (such as Google AdWords) can locate profitable terms that can then be fed into SEO to have you ranking for terms that are going to be selling the most fedoras for your money.
Social Media Advertising
Facebook, Twitter, Instagram. You’ve all seen it. On your daily commute. Waiting in line at the corner store. Probably even at the dinner table. People spend a lot of time on their phones or computers, just on social media. Now this may sound like a negative, but it’s one of the biggest positives in your advertising arsenal. They are potential customers.
Across these Social Media giants, you have multiple ways to reach your future fedora-wearing customers using images, text, video, or a combination of the three.
The Landing Page
SEO, SEM and Social Media are all wasted if the the fedora-less customer lands on a website and finds it as ugly as an inside out bucket hat. If you’ve managed to bring somebody to the site with any of the previously mentioned marketing methods, you now have one job; to keep that person engaged. How do you do this with just a landing page? That’s the important part.
Make sure the content on your landing page is relevant. Keep the customer interested and wanting to see more. Answer questions the customer might have, but cause them to ask more at the same time, making them want to explore. Without an engaging or relevant landing page, any hard work you put in to reel in that fish, is going to leave you with a broken rod, a snapped fishing line, and no bait or hooks.
If There’s No Right Answer, What The Heck Do I Do?
Although there is no right answer, there’s also no wrong choice when it comes to the tools and avenues I’ve mentioned. Every business is different, and with that difference, comes varying areas of preference for how you want to approach your appearance online. It’s all about using the tools you have in combination to give your customer or client an experience that they’ll remember. Strive to be the best, like no one ever was.