Today, running an inbound marketing program is all about attracting the right people to your website, converting interested visitors to leads, then nurturing each lead to the moment they are ready to buy.
It’s a numbers game of quantity and quality. We want:
So, while it’s easy to look at website visits as just a number, the quality (or relevance) of those visits has a significant bearing on the conversion numbers to lead and customer. Again, it is about attracting the right website visitor.
All the data tells us that organic traffic yields the most engagement and has the highest lead conversion rates. The work you do in building organic traffic through SEO is also long-lasting, whereas paid only works when you’re spending money. Therefore, most businesses need to place content and SEO at the centre of their marketing program.
BUT.
Paid digital search advertising using Google Ads and other search engines should be part of your promotional marketing mix. And if you are using paid, it is vital to focus on its effectiveness continuously.
It boils down to these four areas of focus.
Use paid to plug the gaps in your organic SEO. Some of the keywords in your category drive an inordinate level of traffic. These are very difficult to rank for if you don’t have enough content resources. So paying can be a very efficient means of driving traffic volume.
Maximising the return on your digital search ad spend will make your business stronger. It’s time to get your ducks in a row.
Poignand Consulting is a strategic marketing and sales enablement consultancy that exists to unlock customer value for your business. We do this by helping enrich the customer experience at every point of contact – from the first seed of awareness to enquiry to opportunity, purchase, the post-sale relationship and repeat purchases.
If you would like help with your marketing and sales, please contact us