Getting More Digital Advertising Bang for Your Buck
Making the right moves in digital advertising can help your brand push the needle on your marketing efforts. Even small budgets can make an impact when it comes to digital marketing. The trick is to create a strategy that will give you the most bang for your buck, and that will often depend on your marketing goals and target audience.
Making the Most of Your Budget
Your budget will go the farthest online. With lower production costs than printing and the ability to narrowly target your audience, digital marketing is a strong contender for making the most of marketing spend. Look for platforms that cater to your target audience and that allow you to dive in and segment your marketing efforts. You’ll likely start with the usual suspects such as Google PPC, Facebook, Twitter, Instagram, YouTube and Snapchat. However, there are always emerging platforms and investigating those to determine if they would be a good fit can be beneficial.
You’ll also want to consider your marketing goals because that will determine what a good return on investment (ROI) looks like for your brand. Are you trying to drive website visits, increase product purchase or want to have a brand awareness campaign? Your marketing goals will guide where you should be advertising and, ultimately, what will constitute good performance.
You’ll also want to consider other digital efforts such as updating your website, search engine optimization (SEO), email marketing and other digital efforts. When we first think of digital marketing, we often think of social media marketing (SMM) or search engine marketing (SEM), however, digital marketing covers a wide variety of strategies and it’s important to remember that they all work together to create one cohesive marketing effort.
Is it Worth the Higher Cost of Some Platforms?
Some platforms cost more than others, but you might still want to be there and spend those dollars. This depends a lot on your target audience. For example, if you’re looking to target users age 18-44, Facebook is a great fit with 72.8 percent of Facebook users within this age range. However, because of their strong presence on the platform, there is likely to be some competition when it comes to bidding. You could go for a less expensive option, but you might not have as wide of a pool of your potential target audience, making your marketing less effective. It’s much better to spend a bit more and get your message out to the right people, than to spend less money and miss your target completely. Look for platforms that offer hypertargeting options and strong reporting so that you can keep track of performance. This will help you show ROI and prove that you are in the right places.
Getting the most bang for your buck out of your digital marketing can depend on a variety of factors including your target market and advertising goals. However, it’s safe to say that there are a lot of opportunities to maximize ROI and sometimes it’s worth paying a bit more to get the exposure you need.
Want to make the most of your digital marketing budget? Connect with one of our digital marketing experts at Beyond Fifteen.