At the end of the day, the main factor that matters most to businesses utilizing digital marketing is return on investment (ROI). There are several digital marketing strategies available, but some are geared towards short term ROI and quick sales while others are long term focused. SEO, SEM, content marketing, social media, and email marketing can all be beneficial digital strategies, but depending on the main goals of an organization some work better than others. This post will explore the different digital strategies, benefits, and which have the potential to produce the best long term ROI.
Search Engine Optimization (SEO)
Many businesses claim to have effective SEO strategies in place, yet are they sustainable? SEO is all about optimizing your website to increase organic search rankings and overall online visibility. This includes both on-page and off-page optimization factors. The ultimate purpose of SEO is to drive more traffic to an organization’s site, which hopefully results in increased sales. Some long term benefits of efficient SEO include: sustainability of rankings, precise keyword targeting, brand credibility, flexibility, data is traceable, and it typically costs less than other digital strategies. If implemented and monitored correctly, SEO is clearly an efficient digital strategy that can boost ROI.
Search Engine Marketing (SEM)
Depending on the industry, SEM campaigns can be hit or miss. SEM is a digital strategy that allows organizations to rank ahead of their competition on search rankings through sponsored advertisements. It is typically associated with short term ROI and obtaining quick leads, but does have some long term implications. Google AdWords and Bing Ads are the clear front runners in the SEM world. AdWords is the more popular option among PPC marketers, but the quality of Bing Ads can’t be ignored. SEM offers some major benefits such as increased visibility, higher quality leads, precise targeting, development of audiences, and campaign data that can be tracked. Ultimately, SEM is a great digital strategy if done right, but it typically coincides better with organizations seeking short term ROI.
The importance of content marketing can often times be overlooked by businesses. Content marketing is essentially the development of online content that provides value to visitors, and is typically created with intentions to drive traffic. It is an integral part to SEO and building long term online visibility. Some important benefits of content marketing according to Forbes include: reputation, building trust, conversion potential, cost effectiveness, and lasting value. At Onimod Global our content marketing strategy for clients is about quality and consistency. We develop content with the purpose of ranking for relevant search queries, increasing site traffic, and converting visitors to leads.
Social media is an interesting digital strategy when it comes to ROI. Whether paid or organic, social media marketing is all about constructing an organization’s reputation through channels like Facebook, Twitter, Instagram, LinkedIn, etc. It can be difficult to derive ROI from organic social media marketing efforts, but don’t underestimate its value. Paid social media advertising on the other hand can produce ROI sometimes unmatched by other digital strategies. Benefits of social media marketing can include: ease of entry, development of target audiences, cost effectiveness, precise targeting, and massive potential for brand awareness exposure.
Although Email marketing is one of the earliest digital strategies to come about, it has yet to disappear. There is a reason for this – it still produces ROI. According to Smart Insights, “67 percent of businesses list email marketing as their highest ROI online marketing strategy.” Email marketing strategies today typically consist of newsletters, promotional offers, and other ways to build subscriber lists. The superior benefits that email marketing offers according to Forbes are retaining previous customers, attracting new customers, pure ROI focus, traceable data, and overall simplicity compared to other digital strategies.