Modern digital marketing tends to focus on things like SEO, content marketing, video production, and the like. All those things are good and necessary. Yet there are a couple of other strategies that could be just as helpful despite the fact that they are often forgotten about: PPC advertising and email marketing.
As a Salt Lake City firm specializing in all things digital marketing, we get the fact that not every marketing strategy is right for every organization across the board. Organizations are different. What works for one doesn’t always work for another. Still, both PPC advertising and email marketing deserve a look.
We can assist with both strategies, by the way. We offer a full range of PPC services including Google ad management. As for email marketing, we can implement a standalone email marketing strategy or incorporate email into your existing marketing campaigns.
PPC Offers an Excellent ROI
We believe every organization should at least consider PPC advertising for one simple reason: it tends to offer an excellent return on investment (ROI). How excellent? According to Google, PPC returns an average of $2 for every $1 spent. That equates to a 200% ROI. You will not get that kind of ROI from most other types of marketing. However, there are some things to consider before jumping in.
Some types of organizations benefit very little from PPC advertising. For instance, consider a non-profit. While it is entirely possible for a non-profit to run digital ads, ads are generally designed to sell things. They are not designed to solicit donations, encourage people to donate their time, etc.
Here are some other considerations:
- Campaign Success – Even though the average ROI on PPC advertising is fairly high, success rests on how well a PPC campaign is structured and implemented. In other words, you need to know what you are doing to succeed.
- PPC Fraud – Advertisers collectively lose millions to PPC fraud every year. Being victimized by fraud can definitely eat into your ROI. Advertisers must be cognizant of fraud at all times.
Despite some obvious downsides, PPC’s upsides are strong enough to at least consider it as a marketing strategy. Dismissing PPC advertising without investigating its potential benefits isn’t something we would recommend.
Email Performs Even Better
If you are impressed with the potential ROI of PPC advertising, you’ll be even more impressed with email marketing. It performs even better than PPC. How much better? One recent statistic we ran across suggests that organizations can earn as much as $36 for every $1 they spend. A 3,600% ROI? It is possible.
Once again, however, there are a number of things to consider. First and foremost is randomly sending out tens of thousands of unsolicited emails. That is not how you make money with email marketing. Rather, it is a fast way to get your email address blacklisted across the globe. Indiscriminately sending emails to unsuspecting consumers isn’t going to generate a ton of sales.
Email marketing works best when it targets customers who have, in some way, demonstrated an interest in your products and services. The best way to find those customers is to give them an opportunity to voluntarily sign up for marketing emails and newsletters. And by the way, newsletters represent yet another consideration. They are far more effective from a marketing standpoint than sales-oriented emails.
Does your organization utilize PPC advertising and email marketing? If not, we would appreciate the opportunity to discuss both strategies with you. They are at least worth considering as potential additions to your current marketing strategy. They could prove to be your best marketing channels.