Is Your Online Marketing Budget Going to the Right Place?

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Though online marketing budgets have increased for more companies, marketing on Facebook has been in decline for the past few months....

Though online marketing budgets have increased for more companies, marketing on Facebook has been in decline for the past few months. Companies are taking their budgets and time elsewhere. The real question, though, is where should your online marketing budget be going? Beyond social media marketing sites and networking tactics, which are dependent on your brand and content, PPC and PPL generation services are something worth investing in. As a business, it can be difficult to find the time or budget, but if you have it you should invest.

PPC Marketing -- Is it Worth It?

The answer is yes. If you do your research, PPC campaigns can lead to a great ROI. PPC Marketing isn't just a financial endeavor though. It requires a lot of time as you create content, find the right keywords and spend time making your ad stand out from the others.

  • The first thing you want to do when considering this route is set aside enough budget just to test the effectiveness of pay-per-click (PPC) as a marketing channel for your business.
  • Begin to get an understanding of what you'll be paying for each click and this will give you a sense of the total cost required to drive a reasonable amount of traffic to your website through paid search.
  • If you decide it's in your budget, focus on location and timing to get your ad copy in front of the right people.
  • Not all clicks are the same. Examine all of your clicks that are getting traffic to see if they're converting. See what is and isn't working.
  • Make sure you track and measure your campaign and the results. If your current campaign is unsuccessful, you probably need to reevaluate your current tactics to work out why things are failing.

Fuel Interactive conducted a study on what type of advertising yields the greatest ROI and PPC advertising was the greatest.

Social Media Marketing Summary

With the prevalence of technology in everyday life, at least part of your online marketing budget should be directed towards social media. What platforms you should make the most of vary.

  • According to a study done by Advertising Age and Citigroup, marketers are focusing less on Facebook. 4.3% of companies with increased online marketing budgets are decreasing their Facebook ad budget. One chief complaint of Facebook marketing was that the ROI was less than it was on other sites, such as Google.
  • In June, a study by social marketing analytics company Across33 found 71% of the respondents said they spent 20% of their time attending to Facebook and 80% looking after the rest of the internet.
  • Though Facebook still holds one fifth of marketers attention, the emergence of more share-friendly platforms, such as Pinterest and Tumblr, is causing brands to move more money than before to other online sites.
  • Pinterest is perfect for companies with photo-driven content. According to Shareaholic, Pinterest drives more traffic than Google+, LinkedIn and YouTube combined.
  • With over 500 million users, there is no excuse not to be making the most of Twitter and Tumblr allows businesses to reach a younger demographic that's eager to share content.
  • LinkedIn provides great network connections to people in your industry. Because the sight now offers targeted status updates, you can reach new potential customers at the LinkedIn blog reports companies such as Expedia are already seeing great results.

Whether your business has a large budget or a small one, track where you get the best ROI and allocate your budget accordingly. If one platform or tactic isn't working but another works well, that's a good indication of where your budget should be going. Each sector of your online marketing budget needs to be researched so you can stay on budget while exceeding your marketing goals.

Photo credit: freedigitalphotos.net

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