Of course, there is no right or wrong answer to that question. It all depends on who your market is, how they prefer to be reached and at what cost. Internet marketing channels provide different results at different costs – display advertising, affiliate marketing, email marketing, pay-per click advertising (PPC), search engine optimization (SEO), social media marketing (SMM), viral content campaigns, and conversion rate optimization (CRO). Ask yourself some basic questions before choosing one of these channels – What are your company goals? How much are you willing to spend on your marketing efforts? Who are your available resources – in-house or outsourced? Understanding your customer or prospect is essential. Spending a large portion of your budget on SEO, for instance, may not be appropriate if much of your business comes from word of mouth.
Rand Fishkin of SEOmoz came up with a formula for choosing the right marketing channel – compare your budget with your company goals and see what marketing channel will meet each goal – be it driving web traffic, building brand awareness or educating your market.
There is no one-size-fits-all strategy when determining what internet marketing channel(s) to use. Each business is different and should optimize its strengths to their advantage when initiating marketing efforts. Talking to a strategic marketing expert may help you craft a targeted plan based on market knowledge. Give us a call to talk more.