Society is changing every day. Its mentality, outlook on life, needs and aspirations are evolving. The result of these constant changes is also a constant modification of shopping and service habits. Moreover, the emergence and flourishing of the global network has greatly intensified social change, making it proceed ever faster. For this reason, standing still is the worst thing a marketing specialist can do. Ways to promote a brand are continually becoming obsolete – their effectiveness is fading, and they are giving way to new marketing strategies. New marketing channels continue to disappear and appear. We will address the most interesting one in this post!
Digital world allows you to advertise online through multiple marketing channels. The key to achieving the goals is to skillfully combine them, but before doing so, at least a basic understanding of each is necessary. What are the most popular and effective ways to reach customers?
Google Ads is one of the most popular digital advertising channels. Its potential is used by thousands of businesses in hundreds of different industries and allows them to increase profits and improve brand exposure on the Web.
The most common option used by advertisers are text ads in the search network. Thanks to them, an ad can be published above the organic results, on the top of “regular” pages on Google – placing a link in such a place has a high probability of getting a conversion (being clicked), and thus redirecting the user to the advertiser’s website.
Although Google Ads are often equated solely with sponsored links in search results as described above, the system offers much more. In addition to text ads, Google allows you to advertise your business on YouTube and, thanks to the Google Display Network (GDN), on millions of various websites. GDN is one of the components that make up Google Ads. This includes microsites and personal blogs, as well as large portals with multi-million audiences. These range from expert sites, comprehensively covering specialized topics, to sites with show-biz gossip or sports news.
Also, advertising on YouTube can be very profitable – YT is, after all, one of the most popular search engines in the world in terms of traffic. Another interesting option may be to use the Display & Video 360, which allows to find and “rent” advertising space on the largest VOD (Video on Demand) streaming services.
For online stores, the main ally is Google Shopping – and to be more specific, Product Listing Ads (PLAs). When the user types in a specific phrase – for example, “adidas predator shoes”, product suggestions will appear above the search results (as well as above the aforementioned sponsored links). Such a box contains a photo of the item, the store’s name, the price and of course a link redirecting to the product page.
Google Ads is a system based on a CPC (cost per click) model. This means that you only pay when a user clicks on the ad and is directed to the promoted website. The display of the ad itself is therefore completely free. In Google Ads, there is no lower or upper limit on spending – it all depends on the industry, the competition, and even the time of day.
SEO – website positioning
In a nutshell, SEO (Search Engine Optimization), also known as website positioning (wrongly, since SEO is one of the parts of positioning), deals with increasing the visibility of a website in search engines. After typing a specific keyword into the search engine, the engine usually displays a ranked list of several thousand websites. The essence of website positioning is to get a particular website to the top of the rankings – or if not, at least high enough to successfully generate organic traffic and attract prospective customers. The vast majority of users do not look at the second page of search results, or even at the items at the bottom of the first page. For this reason, presence in the “top” results is of much importance.
The position of a website is determined by the search engine’s algorithm based on more than 200 factors of varying “power”. Web crawlers analyze the content posted on the site, the technical aspects of the site’s frontend and backend, as well as the links leading to the site. Given the constant algorithm updates and the fact that only some factors have been officially disclosed by Google, successful positioning requires both a great deal of experience and constant experimentation.
SEO activities are divided into 2 categories.
This term defines the actions we can perform on the website – often increase the amount of content and refine its quality, tailor the content for keywords, as well as deal with reducing the website’s loading time, compressing images, implementing an SSL certificate or taking care of correct display on different resolutions and devices (this is very important – most traffic today is generated by smartphones).
This section of SEO deals with acquiring links that lead to the positioned site. Google assumes that users share links among themselves to websites they find valuable – no matter if it’s an online store with interesting discounts or a website with useful articles for students.
Therefore, an important factor is the link profile, i.e. from external sites leading to the website. Of course, each link has a different value – some do not affect the “authority” of the website, while others will have a significant impact. The goal, then, is to collect links that have a real impact on a website’s position – and what’s more, it must be done as naturally as possible, in accordance with digital “social proof”.
What else is worth knowing about SEO when starting out? First of all, it is important to remember that positioning takes time. In the case of campaigns using Google Ads or Facebook Ads, the increase in traffic happens virtually immediately. SEO usually brings results only after several months. PPC campaigns are often compared to a sprint, and website positioning services to a marathon. On the other hand, SEO as a long-term activity is most often in the long term the cheapest way to increase website traffic and attract new customers.
Positioning works not only for businesses operating nationwide or worldwide. The users also search the Web for facilities, services or products in their immediate area, and with the increasing popularity of smartphones and GPS-based services, many businesses can skyrocket their online presence with local positioning.
Social Media marketing
Over the years, social media has become an integral part of life and, consequently, business. In most industries, maintaining profiles on various portals – Facebook, Instagram, Twitter, TikTok and others – has even become a necessity. With the help of such profiles businesses can attract customers, get in touch with existing ones, get feedback, get involved in influencer marketing and at the same time present not only our products but also the business itself – its approach to business, values or team of employees.
Social media advertising has come a long way. While a few years ago it was enough to simply have a brand profile and publish updates regularly, today Facebook and other services often drastically limit organic reach, so that a post will be shown, in extreme cases, to as few as one per cent of subscribers. The remedy for such a situation are PPC ads on social media. Working on a similar principle to Google Ads, they can reach a large number of users, help acquire customers, or increase brand awareness. Today, in the vast majority of cases, it is no longer possible to effectively promote a brand on social media without investing in advertising.
The key to effective brand communication on social media is to match the communication code to the prevailing habits and users on a certain platform. On Instagram, images are the main medium, and text – especially content longer than 2–3 sentences – recedes into the background. LinkedIn brings together professionals and continues to be the place where job-related content matters most (and that means it’s worth looking for B2B clients there). Teens and young adults are the dominant groups on TikTok. Facebook, on the other hand, while still holding the trophy for the largest social platform with huge potential for brand owners, has long lost the respect of its youngest users. That’s not to say they can’t be found there, but in the collective consciousness Facebook has become a place for “boomers”. Twitter, on the other hand, is a platform for intense public communication between politicians and journalists.
This shows how dynamic the evolution of social media is, and nothing is a given forever. Given the number of users, businesses and brands present on various portals, social media is becoming crucial to building brand recognition. Marketing channels, therefore, require constant tracking and tailoring of messages to the current social situation.