This depends on several different factors like:
- The type of product you offer
- The market
- How many and what type of competitors do you have
- How much search volume there is for your product
Think SEO, Content marketing, Landing Pages, Search (PPC, Pay per click, SEM), Video ads, Social Ads, Native ads, Display ads, Audio Ads, Connected TV Ads, Shopping ads, Remarketing, Email Marketing, organic social media and more!
But as you think through these types of marketing there are different ways to control the audience of the traffic.
Let’s first talk about the ones that are easy to control the audience: Search (PPC, Pay per click, SEM), Video ads, Social Ads, Native ads, Display ads, Audio Ads, Connected TV Ads, and Shopping ads.
These are easier to control because are paid media and you are choosing and giving money to the audiences.
Also since you are paying it’s almost immediate traffic in so you can quickly realize if it’s the wrong traffic. Not all of these types of traffic sources can actually get to your audience effectively. It can be expensive if you are not working with experts in paid media and an advertising agency.
So while some ad types sound popular and you hear those digital marketing tactics a lot it doesn’t mean you should do it. You are also relying on these platforms to be able accurately to identify who they say they can. There are all kinds of nuances with each type of platform on how to target.
The one type that is not paid is email marketing and you own that audience because you built the email list. How that list was built though will determine if it is a good or bad list. There have even been recent updates in software that can grab the email from users who visit your website all while avoiding all spam laws. There are several metrics to pay attention to just inside of email marketing to know if the list is good such as open rate, click rate, and more.
The type of marketing that can be harder to control the audience is done through organic media or SEO, content marketing, and organic social media.
With this method, you are creating content in the form of written, audio, and video and trying to attract the right audience with the actual content. Oh the content creators, there are so many types and so many ways to engage with your audience. You need to produce a lot here to know what works and what doesn’t work in the actual content itself and the format.
Are you actually creating something new to say or just regurgitating what everyone else says can play a huge factor in whether you get the traffic. It’s also very muddy, whether you actually see where this traffic came from. These platforms are designed to keep you watching just like TV so you might see in your analytics a lot of mystery traffic spiking in all kinds of areas. Social media platforms thrive on keeping people on the platform for investors and ad money.
The fact of the matter is you need the content otherwise because if you drive paid traffic to a website that does not have informative content then you will drive traffic that doesn’t convert.
You are also at the mercy of constant changes in algorithms of what will get you the most reach. It is constantly changing but focusing on evergreen content or content that will stand the test of time is where you should start first. Another big difference is how quickly you can gain traffic with this method, it takes a while but compounds as you add it.