Starting a business is an exciting and daunting process. There’s the twin feeling of having endless possibilities but also the fear of getting it all wrong. Essentially when you start a new business the only thing that matters is bringing in leads or sales. One piece of advice I would give to any new business is to opt for new media marketing options rather than traditional media.
New media and old media definitions
It’s important to understand what we mean by new media and old media. Old media refers to traditional advertising methods like print ads in newspapers, magazines, TV commercials, radio, and billboards. These methods were the go to options for businesses for decades, but they’ve got limitations, especially for newer businesses with tighter budgets.
On the other hand, new media refers to digital marketing tactics like SEO, PPC, email marketing, and social media campaigns. These approaches focus on online visibility and can often deliver more measurable results than old media methods. While both have their place, it’s becoming increasingly clear that for new businesses looking to get the most out of their marketing budget, new media offers several advantages.
Why new media options like SEO and PPC can be much more cost effective
New businesses usually don’t have an unlimited marketing budget. This is where SEO and PPC come in handy. Traditional advertising often requires a significant upfront investment with limited control over who sees your ad. Think about a billboard. You can’t control who drives past it or how many of those people are actually interested in your product or service.
In contrast, SEO and PPC campaigns are all about increasing clicks and getting more conversions. means you’re more likely to reach the people who are actually looking for what you offer. With SEO, you can drive organic traffic to your site without paying for each click, though you’ll need to invest time and resources into creating valuable content and optimising your website. PPC, while paid, can give you almost immediate visibility on platforms like Google and social media, allowing you to get your business in front of potential customers who are searching for your specific product or service.
Another major advantage of new media is its ability to deliver data. With tools like Google Analytics, you can measure exactly how your SEO and PPC campaigns are performing. You can see how many people are clicking on your ad or visiting your site, how long they stay, and whether they convert into paying customers. This kind of data simply isn’t available with traditional advertising methods, which means you’re spending money without truly knowing what’s working and what isn’t.
SEO and PPC tips
While SEO and PPC can be effective, it’s important to approach them the right way to make the most of your budget and efforts. Here are a few key tips to keep in mind.
– Go for an SEO or PPC company with experience.
When you’re just starting out, it can be tempting to try and handle SEO and PPC yourself to save money. However, these areas are more complex than they might seem, and a poorly managed campaign can end up costing more than you’d spend hiring an expert. Look for companies with a solid track record and good reviews. Ask for case studies to see how they’ve helped other businesses grow.
– Shop around, don’t pay too much.
Just because a company charges more doesn’t mean they’ll deliver better results. Get a few quotes before making a decision. Make sure you’re getting value for your money. Some companies might charge a lot but not deliver much in return. On the flip side, don’t automatically go for the cheapest option either. Balance quality with cost to get the best return on your investment.
– Consider an exact match domain for a target keyword.
If you’re launching a new website, think about using an exact match domain. This means choosing a domain name that includes the specific keyword or phrase you want to rank for. For example, if you sell dog grooming services in London, you might go for a domain like “londondoggrooming.co.uk.” While the impact of EMDs has decreased slightly over the years, they can still provide a slight edge in the search rankings.
– Get your conversion tracking set up properly.
One of the biggest advantages of new media marketing is the ability to track conversions. Whether someone is signing up for a newsletter, making a purchase, or filling out a contact form, it’s crucial to track these actions. Make sure your SEO or PPC company sets up conversion tracking from day one. This will help you see what’s working and what isn’t so you can fine tune your campaigns.
– Don’t expect quick results, see it as an ongoing project.
SEO, in particular, is not a quick fix. It takes time to build up your website’s authority and start ranking for competitive keywords. You might not see significant traffic or results for several months. PPC can bring faster results, but even then, it can take some time to optimise your campaigns and get the most out of them. Patience and persistence are key. View it as a long term investment rather than a one off expense.
– Focus on producing significant content.
Content is the backbone of any successful SEO strategy. Google favours websites that provide valuable, relevant, and up to date information. This means regularly posting blog posts, videos, guides, or other content that answers questions your target audience might have. The more high quality content you produce, the more chances you have to rank for different keywords, driving more traffic to your site.
– Optimise your site for improved user experience, this will help SEO and PPC efforts.
It’s not enough to just drive traffic to your website. You need to make sure visitors have a good experience once they’re there. This means making your site easy to navigate, ensuring it loads quickly, and optimising it for mobile users. User experience plays a role in SEO rankings. Google’s algorithm takes things like page load speed and mobile friendliness into account when deciding how to rank your site. A well designed site can also improve your PPC campaigns. A smooth, easy to use website increases the chances that visitors will convert into paying customers.
Final thoughts
In today’s digital world, traditional advertising methods often fall short, especially for new businesses with limited budgets. SEO and PPC offer cost effective, targeted, and measurable ways to reach your audience and grow your business. By focusing on creating valuable content, optimising your website, and tracking conversions, you can build a strong online presence that drives traffic and sales for years to come.
