Digital marketing enables you to generate leads, drive sales and build brand awareness for a fraction of the budget of more traditional forms of marketing.
Choosing to focus on digital marketing in itself is a cost-effective means of growing your business. However, there are certainly ways you can focus your digital marketing efforts more economically. Get the most bang for your buck with these strategies.
1. Build your email database
Email marketing remains a highly effective form of marketing, particularly for eCommerce businesses. It’s an opportunity to keep your business top of mind for those in your database, nurture them along their path to purchase and keep in contact with them after they’ve bought from you to maintain that touch point should they choose to do business with you in the future. Segmenting your database and offering highly targeted, personalised emails can really aid their effectiveness; Campaign Monitor notes that segmented campaigns can increase revenue by as much as 760%.
Email marketing is a highly cost-effective way of keeping your business top of mind over the long term.
Using email marketing software, you can set up email drip campaigns to keep customers abreast of what’s happening in your business, inform them of latest product updates, provide useful resources and much more. All you need is to subscribe to an email marketing software platform and for a monthly fee you can send as many emails as you like to your database. Pricing usually depends on how many subscribers you have, but compared to placing an ad in the newspaper or on the radio, email marketing is a highly cost-effective way of keeping your business top of mind over the long term. Simply add a newsletter sign-up to your homepage and on specific landing pages of your website and you’ll be able to organically add to your database without spending the big bucks.
2. Create content that converts
If you’re looking to grow your business and convert more website visitors into paying customers but are operating on a tight budget, consider content marketing as a budget-friendly option – according to Demand Metric it costs 62% less than traditional advertising but generates approximately three times as many leads. Creating videos, eBooks, podcasts and blogs can be an economical way of positioning your business as a thought leader that provides educational resources potential customers can use to aid their decision-making process. If you don’t have the in-house copywriting, design or videography resources, you can outsource content creation to a digital marketing agency to save on costs.
Content marketing costs 62% less than traditional advertising but generates approximately three times as many leads.
White papers and eBooks can be used to educate and inform about key trends in your industry or offer tips to get started with certain products. Blogs can drill down to focus on specific topics, issues or questions. A lot of businesses are seeing great results from video content posted to Facebook, Instagram stories and LinkedIn as a means of creating a more personal connection with their audience. No matter what kind of content you create, the key part is ensuring there’s a takeaway and valuable, actionable insights for your audience.
3. Optimise your website for Google
Finally, give your business the best chance of being found on page one of Google by optimising your landing pages for conversion – an increase in your conversion rate from just 3% to 7% could result in a 133% increase in leads, according to inbound marketing leader HubSpot. Even if you’re not well-versed in the more technical aspects of SEO, there are some quick and simple actions you can take to improve your website’s ranking on Google’s search results pages, ensuring you’re getting that organic traffic:
- Use Google Search Console to check for any broken links you can fix.
- Load smaller image files in formats like JPEG 2000, JPEG XR or WebP files to improve load times.
- Incorporate voice search terms into your content.
- Use H1 and H2 tags to give your content structure and readability.
- Ensure you’ve got well-written, informative content on your site.
Implementing these key things will get you well on your way towards increasing traffic and conversions, even when budgets are tight. Want to learn more about how digital marketing can help your business? Talk to our team of experts.