It’s something that often is not taken into account at all and do not consider the most relevant aspects, getting carried away by fads or custom of using a particular medium.
The profitability of the channels can be variable
A few weeks ago I did an experiment comparing the performance and effectiveness of an option and Facebook ads. I want to do with several channels-in fact, of all humanity. It’s something that interests me very much.
In this sense, I am convinced that the profitability of online marketing channels varies depending on the sector you’re playing and the goals that we scored. Still, this variability does not absolve us from trying to calculate the sector that is working today. The big question: Why use a particular channel digital marketing and not another?
The two key aspects to choose the channel
Assuming that we are torn between channels we already know that are suitable for our target audience in order to determine whether or not a channel of online marketing, I recommend that you have in mind:
1 – Cost: what does it cost us to use the channel? Dedication of time, the cost of investment in a given tool, the learning curve, etc.
2 – Result: What results gives us this channel? Are we leading direct conversions? Is it a channel of contribution or final conversion? Does it facilitate we get more notoriety?
Some thoughts on online marketing channels
That said, when asked what channels are more profitable, probably you will find many who will say something like “SEO does not cost money and remains”. The second part is true; the first, no. Unless you know how to do, you have to pay a consultant. Anyone who did not pay is Google, but who you do it, and you have to maintain and enhance it. Care.
As part of off page SEO, there may be people who are against the link building. In my view, it’s like being against the blogosphere if the link building is done in terms of adding value to the user and therefore to provide quality content. If Google just penalizing quality, goodbye to blogging. Another issue is to place links nonsense, which, obviously, Google penalizes (and growing).
You could also hear that with Google Adwords always get results very quickly. I am certified in Adwords and I can say I’ve seen everything. Google Adwords, in my experience, is extremely effective in general, but it does direct investment in Google and in some areas there is strong competition. My experience with the tool leads me to recommend it, certainly, but equally the results can depend on different factors, such as high competition, causing costs to grow. Similarly, what about Bing Ads? It is the great, forgotten the SEM, to be quite minor. Caution: it is a minority, can bring advantages in some cases, as little competition.
Moreover, you may say that Facebook is not useful. I do not agree at all if that statement come in Facebook ads. If you have clicked on the link in the beginning of this item 2, you will see that they are wrong in many cases.
Here, you can find some posts on the internet that also talk about the obsolescence of email marketing. False, at least based on my experience. Marketing via email is still highly recommendable, especially if we talk about loyalty and lead nurturing in inbound marketing strategy.
As for the marketing of content, some question its effectiveness in the short term. What I have seen not only dismantles this theory, but that totally contradicts. The content we create, if we do well, can affect all stages of the purchase funnel process or our desired consumers, also in the phase in which the user is ready to perform the action of purchase or conversion we have defined at the business level.
Before the rise of digital professional disciplines, is the marketing that worked was the same in all sectors and for any products in the same channels? No, right? Television advertising, despite the notoriety that definitely brings, it was and still is questioned in terms of calculating profitability; the same with radio spots and print advertising.
With digital media, not only have the ability to reach more people, but also to measure these results much more easily than other offline channels.
Do not be anywhere close your channel and neither
To summarize, my advice is simple: do not try to close your channels to your industry, product and service specific. If we talk about online marketing, what works in one sector may not work in another. And the same with different products and services. The important thing is that you can measure whether they are effective for your case or not.
Similarly, when you find a digital channel that will work, do not leave that. In fact, although not the most cool or new, it is he that works.
