How Much Should I Pay a Digital Marketing Agency?

How Much Should I Pay a Digital Marketing Agency?

The cost of hiring a digital marketing agency can vary greatly, typically ranging between $1,000 to $20,000 per month, depending on several factors such as the services you require, the agency’s experience, the size of your business, and your specific marketing goals. Smaller businesses often spend around $3,000 per month, while larger organizations may invest significantly more to achieve comprehensive campaigns.

Factors That Affect the Cost of Hiring a Digital Marketing Agency:

  1. Services Included
    The scope of work significantly impacts the cost. Common services offered by agencies include:

    • Search Engine Optimization (SEO): Boosting website rankings through on-page and off-page strategies.
    • Pay-Per-Click Advertising (PPC): Managing platforms like Google Ads or Meta Ads for targeted paid campaigns.
    • Social Media Marketing: Managing organic posts and paid ads on platforms like Facebook, Instagram, or LinkedIn.
    • Content Creation: Writing blogs, producing videos, or developing infographics.
    • Email Marketing: Creating and executing email campaigns to nurture leads.
    • Web Design and Development: Designing user-friendly websites optimized for conversions.
      The more services included, the higher the costs, but bundling services can sometimes lead to discounts.
  2. Agency Experience and Reputation
    Agencies with years of experience, a strong track record of results, and a portfolio of high-profile clients generally charge more. These agencies often provide expertise in data-driven strategies and advanced tools that justify their higher rates.

  3. Industry Specialization
    Agencies that specialize in a specific niche, such as eCommerce, healthcare, or legal marketing, may charge premium fees. Their deep understanding of your industry can translate to better-targeted campaigns and results.

  4. Location
    An agency’s geographical location influences its pricing. For example:

    • Agencies in cities with a high cost of living (e.g., New York City, San Francisco) may charge more.
    • Offshore agencies may offer lower rates but could lack the local knowledge required for certain markets.
  5. Pricing Model
    Digital marketing agencies use different pricing structures, including:

    • Monthly Retainer: A fixed monthly fee for ongoing services.
    • Project-Based Fees: A one-time payment for a specific campaign or deliverable.
    • Hourly Rates: Pay based on the number of hours spent on your account.
    • Percentage of Ad Spend: A percentage of your paid media budget, often used for PPC campaigns.
      Understanding the pricing model helps you evaluate the cost-to-value ratio more effectively.

Key Points to Remember When Choosing a Digital Marketing Agency:

  1. Get Quotes from Multiple Agencies
    Obtain detailed proposals from several agencies to compare their offerings, costs, and strategies. Make sure the proposal outlines exactly what’s included, such as the number of campaigns, frequency of reporting, and key deliverables.

  2. Focus on Value, Not Just Price
    A lower-cost agency may not deliver the same quality of results as a more experienced agency. Look for an agency that aligns with your business goals and demonstrates a clear plan to achieve measurable results.

  3. Ask About Performance-Based Fees
    Some agencies offer compensation models tied to results, such as hitting specific lead generation or sales targets. This can help align the agency’s goals with your success.

  4. Clearly Define Your Needs and Expectations
    Be upfront about your budget, the services you need, and your key performance indicators (KPIs). This helps ensure that both you and the agency are aligned from the start, reducing the risk of miscommunication.

  5. Consider Scalability
    As your business grows, your marketing needs will likely evolve. Choose an agency that can scale its services and adapt its strategies to support your long-term goals.


Example Costs Based on Business Size

  • Small Businesses: Spend between $1,000 to $3,000 per month for essential services like SEO, PPC, or social media.
  • Mid-Sized Businesses: Invest $3,000 to $10,000 per month for a more comprehensive strategy involving multiple channels.
  • Large Enterprises: Budgets often exceed $10,000 per month, particularly for international campaigns or highly specialized services.

By carefully evaluating your marketing goals and the services offered, you can find the right agency that provides a balance between cost and measurable value.

How to Hire an SEO Expert

How to Hire an SEO Expert

How to Hire an SEO Expert: A Complete Guide

Hiring the right SEO expert is a critical step in improving your website’s visibility, increasing organic traffic, and achieving your business goals. Whether you’re a small business owner or a large enterprise, the following guide will help you navigate the process of finding and hiring the perfect SEO expert.


1. Define Your Needs

Before starting your search, identify your specific goals. This will help you communicate effectively with potential candidates. Ask yourself:

  • Do I need to improve my website’s technical SEO?
  • Am I looking to increase organic traffic or improve my rankings for specific keywords?
  • Do I need ongoing SEO management or a one-time project audit?

Clearly defined objectives will help you narrow down candidates who specialize in the areas you want to focus on.


2. Find SEO Candidates

There are several ways to find qualified SEO experts:

  • Recommendations: Ask colleagues or business partners for recommendations based on their experiences.
  • Freelance Platforms: Sites like Upwork, Toptal, and Fiverr provide access to pre-vetted SEO freelancers with reviews and ratings.
  • Professional Agencies: SEO agencies typically have a team of experts and can handle larger projects.
  • LinkedIn: Use professional networks to find SEO specialists with endorsements and testimonials.
  • Industry Forums and Communities: Sites like SEOClerk, Moz Community, and Reddit SEO Subreddits can be good resources for finding talent.

3. Interview Candidates

Interviewing potential SEO experts is crucial to ensure they have the skills and experience needed. Key questions to ask include:

  • Experience: What industries have you worked with? Can you share examples of successful campaigns?
  • SEO Techniques: How do you approach keyword research, on-page optimization, and link building?
  • Tools and Analytics: Which SEO tools (e.g., SEMrush, Ahrefs, Google Analytics) do you use, and how do you measure success?
  • Content Strategy: How do you incorporate content creation into your SEO strategy?
  • Updates: How do you stay current with search engine algorithm changes?
  • Communication: How often will you provide updates and reports on progress?

4. Request a Technical and Search Audit

Ask the candidate to perform a preliminary SEO audit of your website. This will provide insights into their expertise and approach. The audit should include:

  • Technical SEO issues (e.g., site speed, mobile optimization, broken links).
  • On-page factors (e.g., meta tags, keyword usage).
  • Off-page SEO (e.g., backlinks, domain authority).
  • Recommendations for improvement.

An audit will help you assess their knowledge and understand how they plan to optimize your website.


5. Choose the Right Candidate

After evaluating candidates, select the one who best meets your needs. Consider the following factors:

  • Experience: Do they have proven results in your industry or niche?
  • Alignment: Does their approach align with your business goals?
  • Communication: Are they transparent and easy to work with?
  • Cost: Do their fees fit within your budget?

6. Hire and Onboard

Once you’ve chosen the right candidate:

  • Agree on a scope of work, timeline, and budget.
  • Outline key performance indicators (KPIs) to measure success (e.g., increased traffic, improved rankings).
  • Set up regular communication to review progress and address concerns.

What to Consider When Hiring an SEO Expert

  • Budget:
    SEO services can be costly, but they’re an investment in long-term success.

    • Freelancers: Typically charge $75–$150/hour.
    • Agencies: Rates range from $100–$200/hour, often with monthly retainers.
  • Experience:
    • Look for candidates with a strong track record in SEO strategies relevant to your business.
    • Certifications (e.g., Google Analytics, HubSpot Content Marketing) are an added advantage.
  • Commitment:
    SEO takes time to show results. Be ready to commit to implementing recommendations and ongoing efforts.

Who to Hire: Freelancer vs. Agency

  • Freelancers:
    • Best for small businesses or short-term projects.
    • Provide flexibility and cost savings.
    • Ideal for startups or companies with limited budgets.
  • Agencies:
    • Offer a team of specialists with expertise in technical SEO, content, and link building.
    • Suitable for larger businesses or complex projects.
    • Provide broader support, including PPC, social media, and analytics.

Benefits of Hiring an SEO Expert

  • Improved website visibility on search engines.
  • Increased organic traffic and potential conversions.
  • Expert analysis of data to refine strategies.
  • A competitive edge in your industry.

By carefully considering your goals, budget, and the expertise of potential candidates, you can find the perfect SEO expert to elevate your online presence and drive long-term growth.

How To Hire A Google Ads Manager

How to Hire a Google Ads Manager: A Comprehensive Guide

Hiring a Google Ads manager is a crucial step in maximizing your online advertising efforts. Whether you’re a small business or a large enterprise, having the right expert manage your campaigns can make the difference between mediocre results and outstanding ROI. Here’s an in-depth guide to help you find and hire the perfect Google Ads manager.


1. Understand Your Needs

Before starting your search, determine your specific goals and needs:

  • Are you looking for someone to manage ongoing campaigns or create them from scratch?
  • Do you need expertise in specific industries or niches?
  • What is your budget for Google Ads management?

2. Types of Google Ads Managers to Consider

Depending on your needs and budget, you can choose among these options:

Consultant:

  • Ideal for small businesses or those with a limited budget.
  • Provides personalized attention and can be highly adaptable.
  • May lack the capacity to handle large-scale campaigns or provide comprehensive services.

Agency:

  • Offers a team of professionals with expertise in various areas like ad copywriting, data analysis, and PPC strategies.
  • More expensive than a consultant but delivers a comprehensive marketing approach.
  • Suitable for businesses with larger budgets and complex campaign requirements.

In-House Employee:

  • Provides dedicated management of your Google Ads campaigns.
  • Offers full control and integration with your marketing team.
  • Best for companies with consistent, high ad spend.

3. How to Evaluate Potential Google Ads Managers

Choosing the right candidate requires thorough evaluation. Here are some steps to follow:

Ask for a Portfolio:

  • Review case studies or examples of their previous work.
  • Look for evidence of successful campaigns, such as increased click-through rates (CTR) or lower cost-per-click (CPC).

Conduct a Skills Assessment:

  • Use tools like Test Gorilla to evaluate their Google Ads knowledge, including campaign setup, optimization, and analytics.
  • Assess their ability to target the right audience and create compelling ad copy.

Interview with Key Questions:

  • What industries or niches have they worked in before?
  • Can they share examples of campaigns with high ROI?
  • How do they stay updated on the latest Google Ads trends?

Check Certifications:

  • Ensure they are certified in Google Ads through Google’s Skillshop.
  • Certifications in analytics or related fields are also valuable.

Perform a Background Check:

  • Verify references and client testimonials to confirm their reliability and track record.

4. Understand the Costs

The cost of hiring a Google Ads manager varies depending on your needs, the type of manager, and the complexity of your campaigns.

Typical Pricing Models:

  • Flat Monthly Fee: Often used by consultants and ranges from $300–$1,500 for small to mid-sized campaigns.
  • Percentage of Ad Spend: Agencies may charge 10–20% of your total monthly ad spend.
  • Hourly Rates: Common for freelancers and consultants, ranging from $50–$150/hour depending on their experience.

5. Use a Service to Find Google Ads Experts

Online platforms can connect you with qualified Google Ads managers:

  • Toptal: Matches you with pre-vetted experts with proven experience in managing successful campaigns.
  • Upwork/Fiverr: Freelance platforms where you can review profiles, ratings, and portfolios before hiring.
  • TestGorilla: Allows you to assess candidates’ skills in Google Ads management before making a decision.
  • LinkedIn: A professional platform to find Google Ads managers with recommendations and endorsements.

6. Benefits of Hiring a Google Ads Manager

Hiring a Google Ads expert ensures:

  • Campaign Optimization: They use advanced strategies to maximize your ROI.
  • Time-Saving: Focus on your business while they handle the technical details.
  • Improved Performance: Expertise in targeting, bidding, and analytics improves overall ad performance.

By following this guide, you’ll be better equipped to hire the right Google Ads manager who aligns with your business goals and budget, ensuring your campaigns drive meaningful results.

How Can I Get More Clients for My Business?

how can i get more clients for my business

Growing your client base is essential for the success of any business. To attract more clients, you need a strategic approach that combines networking, marketing, and showcasing your unique value. Here are detailed strategies to help you get more clients for your business:

1. Network Effectively

  • Community Engagement: Attend local events, fairs, or workshops to meet potential clients and build relationships.
  • Professional Groups: Join your local Chamber of Commerce or industry associations to connect with like-minded professionals.
  • Online Networking: Leverage LinkedIn groups and other social platforms to engage in meaningful conversations with industry peers and potential customers.

2. Ask for Referrals

  • Leverage Happy Clients: Reach out to satisfied current and past clients, asking them to recommend your services to others.
  • Referral Programs: Create an incentive-based referral program, offering discounts or bonuses to clients who refer new customers.

3. Promote Your Business

  • Social Media Marketing: Regularly post engaging and valuable content on platforms like Facebook, Instagram, and LinkedIn to stay top-of-mind with your audience.
  • Email Campaigns: Use email marketing to share promotions, updates, or helpful tips with your audience.
  • Paid Advertising: Invest in online advertising through Google Ads, Facebook Ads, or other platforms to target specific audiences.

4. Optimize Your Website

  • Professional Design: Ensure your website looks polished, professional, and aligns with your brand image.
  • SEO Best Practices: Work with experts like AdEdge Digital Marketing to optimize your site for search engines, improving visibility and driving organic traffic.
  • Call-to-Action (CTA): Use clear CTAs to guide visitors to take specific actions, such as contacting you or signing up for a service.

5. Craft a Strong Value Proposition

  • Unique Selling Points (USP): Clearly communicate what makes your business stand out from competitors.
  • Customer Benefits: Highlight how your products or services address specific pain points for your target audience.

6. Leverage Local Events

  • Networking Opportunities: Attend or host local industry events to connect with potential clients in person.
  • Plan Strategically: Research attendees beforehand to focus your efforts on high-value connections.

7. Collaborate with Other Businesses

  • Complementary Partnerships: Partner with businesses that offer related but non-competing products or services to cross-promote each other.

8. Offer Incentives

  • New Customer Discounts: Provide exclusive deals or discounts for first-time customers.
  • Loyalty Programs: Reward repeat customers with loyalty points or perks to encourage ongoing patronage.

9. Maximize Online Reviews

  • Encourage Positive Feedback: Ask satisfied clients to leave reviews on platforms like Google, Yelp, or industry-specific review sites.
  • Engage with Reviews: Respond to all reviews—both positive and negative—professionally to show your commitment to customer satisfaction.

10. Reignite Old Connections

  • Reach Out to Past Clients: Reconnect with old customers to offer updates on new services or products.
  • Offer Re-Engagement Discounts: Incentivize past clients to return with special offers or exclusive deals.

11. Showcase Your Expertise

  • Thought Leadership: Share your knowledge through blog posts, webinars, or guest appearances on podcasts.
  • Social Media Content: Post valuable insights or tips to establish your authority in your field.

12. Use Digital Marketing to Expand Your Reach

  • Search Engine Optimization (SEO): Partner with experts like AdEdge Digital Marketing to optimize your website and content for search engines, making it easier for potential clients to find you online.
  • Search Engine Marketing (SEM): Use paid advertising campaigns like Google Ads to target potential customers searching for your services.
  • Content Marketing: Publish helpful and engaging content to establish trust and credibility with your audience, driving organic traffic to your website.

By implementing these strategies and leveraging digital marketing tools like SEO and SEM, you’ll create a comprehensive approach to client acquisition, ensuring steady business growth and a thriving customer base.

Best Digital Marketing Tactics to Generate More Leads and Not Blow the Budget Doing It

Keeping pace with the latest and most effective digital marketing tactics can be quite a challenge. With the majority of consumers now searching for products and services online before making a purchase, it’s more important than ever to have a strong digital presence. Lucky for you, we’ve compiled the best digital marketing tactics that will perform without blowing your budget.

Email Marketing isn’t Dead, Your Approach Is

Email marketing is still one of the best lead generators in the digital marketing space. It generates a sky-high ROI of $42 for every dollar spent. But this ROI doesn’t come automatically. Let’s dive into some best practices for email marketing:

Use your customer and prospect data to create personalized messages for your subscribers. Customizing your emails with relevant information is a powerful way to get more engagement and sales from your leads. Most CRM platforms have AI features that take the guesswork out of creating personalized emails.

It’s not always about short-term conversions. Delivering a regular cadence of email newsletters to your past and present customers builds strong relationships. This improves brand loyalty and retention. If your customers value and enjoy your newsletter, they’ll begin to look for it around the time you normally send it!

Use exciting subject lines to drive higher open rates. Use urgency, intrigue, humor, teasers, and questions. ALWAYS provide value and avoid spam-flagging tactics like multiple exclamation points, too many ALL CAPS or certain trigger-happy sales words. Follow the same guidelines in your content. Think value over length or beauty. Some of the best performing emails we’ve seen are short, text only, and direct. If you don’t provide valuable information, recipients are likely to unsubscribe or mark you as spam. Ouch.

Leverage Paid Social Media Ads

Gaining organic reach on most social media platforms is an uphill challenge. Paid social is a game changer for most businesses when the right techniques are used. Make sure you study your audience enough to know where they gather online and the types of content they engage with the most. Leverage this consumer data to create social ads that grab their attention within the first three seconds while positioning your product/service as a solution to their problem. Ads can build your fan base, drive website traffic or generate leads. The best long-term strategies take a balanced approach.

Optimize SEO for Voice Search 

There’s no denying the growing use of voice recognition in the devices that surround us. Optimizing your content for searches with ears rather than eyes requires some reworking of your content. Create content that answers common questions your customers ask. Answer The Public is a great place to quickly find out what your target group is searching for online. Google Ads can evaluate the performance of human language keywords and find new ones.

Content Creation 

Content is king, but not all that glitters is gold. Demand for interactive content is growing in today’s digital landscape. Interacting with your audience is becoming more important with the latest social media updates: Instagram story quizzes, LinkedIn polls, and a host of other interactive features are becoming the norm. Using these interactive features not only creates an engaging and entertaining experience for your audience, it also makes it easy to capture their information and begin a dialogue.

These are just a few of the digital marketing tactics you can use to generate more leads and not blow your budget. By using a mix of these tactics, you can reach your target audience and convert them into leads. 

At AdEdge Digital Marketing, we specialize in helping businesses generate more leads and sales through digital marketing. We understand the ins and outs of all the different digital marketing tactics and can help you create a campaign that achieves your specific goals. Contact us today to learn how we can help you grow your business without breaking the bank. Got a question? Need a hand? Give us a shout!

5 Signs Your Digital Marketing Agency is Ripping You Off

5 Signs Your Digital Marketing Agency is Ripping You Off

Finding a reputable Digital Marketing agency for your SMB is like stepping into the Wild West. Any cowboy can hang up a sign and say he’s open for business. Unfortunately for you, like the Wild West, there’s no governing body for Digital Marketing agencies or how they manage accounts. Sifting through the dust to find a diamond in the rough is not an ideal use of your time.
So how do you know if you’re working with an experienced, reputable Digital Marketing agency and not some cowboy operation that’s just looking to make a quick buck?

1. Vague Campaign Data

We created a successful Digital Marketing campaign with no data…said no reputable marketing agency ever. Strategy follows numbers and not the other way around. Without a proper understanding of how your marketing dollars are performing, you cannot gauge your campaign’s effectiveness and make necessary adjustments.

A reputable Digital Marketing agency will be more than happy to share this data with you. If your agency is not forthcoming with this information, or worse, if they are trying to hide it from you, this is a red flag.

2. Minimal Communication

Good communication is critical in any relationship, and this is especially true when it comes to working with a Digital Marketing agency. How often do they contact you? What kind of updates or reports do you receive? How much input do you have into the campaign?

An agency that is ripping you off will likely be very secretive and frequently avoid communication. You should expect regular communication from your agency, whether it is through emails, phone calls, or face-to-face meetings. It’s their duty to keep you in the loop and share details about the ongoing work they are doing for you.

3. Failing to Follow Industry Best Practices

Digital Marketing best practices change faster than a Cowboy fan’s hopes at making it to the play-offs. Following industry trends, algorithms, and changes will help you remain at the top of your game and gain a competitive edge over your competitors.

You don’t want your agency using out-of-date tactics that may cause more harm than good. A reputable Digital Marketing agency will stay updated on the latest tactics to help you achieve your marketing goals.

4. Over Promise Under Deliver

I see it all of the time, an agency will promise a client the moon and the stars only to end up getting peanuts. Always do your homework and look at an agency’s credentials such as:

  • Qualifications and certifications
  • Awards
  • Positive reviews, testimonials, and references
  • Case Studies and white papers
  • Portfolio

Any reputable agency would be happy to provide this information if it’s not already listed on their website.

5. “Set it and forget it” …and other agency money savers that could cost you

Certain money-hungry agencies will stop at nothing to improve their bottom line. While this can come in the form of over-charging, it more often comes in the form of cutting expenses – at your cost. Here are three ways an agency can rip you off by not investing appropriately in your effort.

  • Set it and forget it. All is good at kickoff but after that, the changes and proactive communications go silent. The agency is basically running your campaign on auto-pilot which leaves your performance flat or worse.
  • Automation. Lots of agencies looking to save a buck on personnel turn to automated optimization tools. A.I. may be good at making mathematical decisions but nothing replaces a skilled digital marketer who understands the all-important creative and human side of marketing. A machine can’t come up with new ideas, give subjective feedback or ask, “why?”
  • Newbie account managers. We hear it all the time, my account manager kept changing or didn’t really know what he/she was doing. Account turnover means unhappy managers and usually new, underpaid managers that skip out to find the next best thing.

An excellent digital marketing agency will offer highly educated, experienced account managers who love what they do and who work hard to optimize your campaign on an ongoing basis. They enjoy their work and what they do, and take pride in delivering continued improvements in your account performance over time.

Looking out for these common red flags will save you time and money. At AdEdge Digital Marketing, you can count on us to create outstanding digital marketing campaigns that generate results through outstanding people, thoughtful campaign development, continuous analysis and performance optimization. Contact us if you’d like to chat.

Search Engine Marketing Vs. Social Media Marketing: The Final Match

Navigating digital marketing as a business owner can be an overwhelming experience when you’re trying to create the perfect formula for keeping your business a well oiled machine. Scroll down any social media timeline and eventually you’ll see an ad touting Search Engine Marketing (SEM), Social Media Marketing (SMM), and other tactics as the guaranteed way to make a million dollars overnight. Well, maybe not overnight but it sure seems that way. Odds are you’ve wondered if your business needs Search Engine Marketing or Social Media Marketing, and which is best for business growth.

As your business continues to expand, you may discover that you need to use both tactics for different objectives. Search Engine Marketing and Social Media Marketing  come with a unique set of strengths and weaknesses. However, with a solid understanding of how to leverage these tactics to grow your business, you’ll be able to make an informed decision on how to incorporate each into your overall marketing plan to produce a high return on your investment. 

How does each tactic work? Which one is better? Let’s explore… 

What is Search Engine Marketing?

Seems like a dumb question but as Google continues to evolve so does all that is impacted by Search Engine Marketing (SEM). In business marketing terms, it’s about optimizing your exposure in all areas of the Search Engine Results Page (SERP) of Google, Bing, etc., anytime someone in your market area searches for your business or any of the products or services you sell.  In other words, how well is your business represented in the search engines when a ready prospect is searching for the things that you sell? The goal of SEM is to improve your exposure in the SERPS and to drive good, prospective customers and clients to your website where they will learn about your company, your products or services and hopefully, will convert to a lead or sale. 

Why is SEM so important? Well, just think about how many search queries are inputted into Google on a daily basis: 3.5 billion, according to one study. It’s evident the importance of making sure your business not only shows up in relevant search results, but appears on the first page through an effective SEM strategy.

Social Media Marketing

Social Media Marketing (SMM) involves using apps such as Facebook, Instagram, Twitter, LinkedIn, and many others to build your brand and create an engaging community that likes and purchases from your business.

SMM involves a more intentional approach to social media platforms than simply uploading the occasional post to your business account. Marketing experts know that the best results from social media advertising spring out of bespoke solutions, carefully tailored to each audience segment, as well as the unique attributes of each network.

What’s the difference between SEM and SMM?

SEM and SMM can both be very valuable tools to grow your business. However, they accomplish this objective in different ways. 

  1. Focus

In general, the focus of search engine marketing is to generate clicks and, subsequently, traffic to your website. Whether you stick with organic SEO (i.e producing content that will climb Google’s unpaid “natural” rankings) or dive into the world of Google Ads Pay-Per-Click (PPC), the main objective is to get the highest number of qualified visitors to your website, convert them into leads, and ultimately, sales.

In contrast, social media marketing may have a number of different objectives apart from funneling traffic to your website. For instance, you may want to leverage SMM for increased engagement, or enhanced brand credibility. And in many cases, companies use social media accounts to foster customer loyalty to their business, rather than to directly drive sales.

  1. Content

There’s a world of difference between content that performs well in an SEM context, versus what works for SMM.

For search engine marketing, you’ll typically have either paid ads with clear and  concise copy or organic content that will show up as top results.  Studies show that the optimal word count for organic SEO falls somewhere between 1,000 and 2,000 words. Of course, successful posts may be much shorter or much longer, depending on a wide variety of factors that come into play, such as relevance, domain authority,  and content structure to name a few. 

On the other hand, social media is typically not the medium for longform pieces of content. In fact, a 2021 survey found that 85% of marketers rank short-form video lasting no more than 15 seconds  as the most effective type of social media content. 

  1. Cadence

How often should you post content for search engine marketing? SEO-driven content may only be published a few times per month, depending on the size of the business and what’s being sold. In fact, email newsletters have grown more personalized overtime with companies choosing to showcase specific content to different audiences. 

On the other hand, the effectiveness of social media marketing is contingent on staying on top of the changing algorithm patterns on the various social media apps to achieve maximum growth and brand recognition on social media platforms such as Instagram, Facebook, and many others. 

Which method is better?

That’s the million dollar question. And maybe you already saw this coming, but the answer is, it depends. It depends on your industry, budget, goals, sales cycle, etc. Neither one is inherently “better” than the other. A digital marketing strategy that combines both approaches will work much better than either one alone. In many cases, you could sum up the synergy between SEM and SMM this way:

Social media marketing increases brand awareness of and engagement with your brand, while search engine marketing increases both engagement and the likelihood that consumers will select your brand when they are ready to make a decision.

Building a powerful online presence that increases your bottom line is no easy feat. Instead of wasting time and money with trial and error, connect with an AdEdge Digital Marketing expert today for a free Digital Marketing Health Checkup.

Best Digital Marketing Tactics That Will Generate More Leads and Not Blow the Budget

Digital marketing is a vast and ever-changing landscape. It can be challenging to keep up with the latest trends and techniques, let alone determine which ones will help you generate more leads for your business without blowing the budget. And with the majority of consumers now searching for products and services online before making a purchase, it’s more important than ever for you to have a strong digital marketing strategy in place. But what are the best tactics? And how can you ensure these campaigns are within your budget? Let’s explore!

Email Marketing 

Email marketing is one of the most effective digital marketing tactics for generating leads. It allows you to reach a large audience with your message, and it’s relatively inexpensive to set up and maintain. In fact, email marketing has an ROI of $42 for every $1 spent. That’s quite a return on investment than you can expect from any marketing strategy- digital or not.

Also, according to stats, consumers who receive marketed emails spend 138% more than those who do not receive email offers. Shocking right?

Here are some of the best email marketing tips to convert subscribers to leads:

  • Segment your list and send targeted messages. This will increase the chances that your message will be relevant to the recipient, and they will be more likely to engage.
  • Include a strong call to action in your message. Make it easy for recipients to take the next step by providing a clear and concise call to action.
  • Use a killer subject line, personalize the content, and ALWAYS provide value. If you don’t provide valuable information, recipients are likely to unsubscribe or mark your message as spam.

To get started with email marketing, you will need to build a list of subscribers. You can do this through sign-up forms on your website or using a tool like Lead Pages to capture leads from other sources. Also aim to measure the success of your email marketing campaigns by using tools like Google Analytics to track opens, clicks, and conversions.

Leverage Paid Social Media Ads 

Paid social media ads are another fantastic way to generate leads without breaking the bank. Paid social ads allow you to target specific demographics, interests and even behaviors with laser precision, making them a great option for businesses looking to reach new customers. Facebook and LinkedIn offer lead generation forms that can be embedded in your ads converting every click to a lead.

Compared to other pay-per-click channels, paid social media ads are relatively inexpensive. To get started with paid social media ads, you’ll need to decide between a campaign that builds brand, generates leads, or do both side by side.  Start by selecting a platform you want to advertise on (a platform that is popular with your target audience). Create ad copy and imagery that will appeal to your audience. Once your campaign is live, track leads, website engagement, and optimize your campaigns accordingly.

Search Engine Optimization 

Search engine optimization (SEO) is inarguably the most valuable long-term digital marketing tactic for your business. By optimizing your website through SEO, you can improve your visibility in search engine results pages (SERPs). When potential customers see your website at the top of the SERPs, they are more likely to click through and visit your site considering that 93% of people who search on Google don’t go past the first page, you can understand why SEO is important.

To get started with SEO, begin with keyword research preferably using a current or past Google ads campaign to find keywords. You can use tools like Google AdWords Keyword Planner, Ahref and SEMrush to find popular keywords your potential customers are using when searching for products or services.

Once you have a list of keywords, optimize your website for these terms. This includes adding them NATURALLY to your title tags, meta descriptions, header tags, and image alt tags. Create relevant blog posts and infographics for your audience around these keywords to further improve your SEO. Improve the user experience by working on your website load speed times, navigation, and design.

Content Creation 

Content is another key ingredient in any successful digital marketing strategy. By creating high-quality content relevant to your audience, you can not only attract new customers but also keep them coming back for more.

Great content establishes you as a leader in topics relating to your field. It helps build trust and relationships with your audience and acts as fuel for your other marketing tactics.

To get started with content creation, begin by developing a content strategy. This will include deciding on the types of content you want to create, the topics you will cover, and the tone of your content. You will also need to decide on a publishing schedule and make sure that you’re creating content that is useful and interesting to your target audience.

Once you have a strategy in place, it’s time to start creating content. This can include social media posts, blog posts, infographics, podcasts, videos, eBooks, or whitepapers. Leverage your content by posting it on social media, through SEO, and email marketing. Great content will not be helpful if people cannot find it!

Need Help? Talk To Us

These are just a few of the digital marketing tactics you can use to generate more leads and not blow your budget. By using a mix of these tactics, you can reach your target audience and convert them into leads.

At AdEdge Digital Marketing, we specialize in helping businesses generate more leads and sales through digital marketing. We understand the ins and outs of all the different digital marketing tactics and can help you create a campaign that is tailored to your specific needs. Contact us today to learn more about how we can help you grow your business without breaking the bank.

 

HOW MUCH SHOULD MY BUSINESS SPEND ON DIGITAL MARKETING?

The one question we almost always get when onboarding a new client is, “How much should I spend on my digital marketing?”

Good question. Most agencies happily answer this question with big numbers, pressing their clients to do a lot of advertising with long-term commitments. Makes sense – it means bigger commissions. The better decision is driven by three things:

  1. Your marketing budget or in the case of a new business, your business plan.
  2. Available cash to invest in marketing and business growth.
  3. Performance.

Taking a closer look at number three, performance, how can you decide what level to invest in marketing if you don’t know which marketing channels are performing? You can’t. This is why at AdEdge, we prefer to start small, identifying top performing marketing channels and within each channel, which keywords, ads, placements, creative, calls to action are driving the best performance per dollar. With this data, we can then make intelligent recommendations about where and how to accelerate investment. It’s basic, “horse before the cart” stuff. “Ready, aim, fire”, not “Ready, fire, aim.”  You get it.

According to the U.S. Small Business Association, many small businesses don’t allocate enough money to marketing, or they spend their marketing dollars haphazardly. By taking a few simple steps, you can establish a marketing strategy, an overall marketing budget, and assign specific dollars to spend wisely on your digital plan.

Define Your Goals: If You Don’t Know Where You are Going, Most Roads Will Lead Nowhere.

Every business is unique and needs a personalized marketing plan. Knowing your goals is the first step when determining how much to spend. Your marketing goals may include: 

  • Defining your target audiences
  • Boosting your brand visibility 
  • Generating leads
  • Nurturing and converting new prospects to actual sales
  • Building a loyal customer base 
  • Drive traffic to your business website
  • Build a social media presence that drives engagement and awareness

Create a Budget:  Your Goals and Revenues Will Guide Your Marketing Spend

For small businesses, a good rule of thumb to follow is to spend 7-8% of annual revenues on marketing with B2C companies spending more than B2B companies. In the initial stages of building a brand, many businesses will commit 20% of their sales on marketing in order to establish a presence in their marketplace.

To help create the right budget, take time to review your business expenses and revenues. Also, get a better understanding of the digital marketing environment. Your goal is to create an affordable digital marketing strategy that maintains a healthy balance between brand investment, performance marketing, and overall cash flow. A digital marketing budget should account for the key channels to promote your brand:

  • Website
  • Search Engine Optimization
  • Social Media
  • Paid Search 
  • Email
  • Creative for Ad Campaigns
  • Content Marketing
  • Video Marketing

The beauty of digital marketing is that it is highly measurable. Your budgeting decisions will be based on performance data, ensuring your marketing expenses generate tangible results. The numbers can be adjusted accordingly throughout the year.

Here are a few straightforward steps to take to improve your marketing: 

  • Check on your competitors: Identify your biggest competitors in your industry. What is their audience reach, what is their business size, which platforms are they using to market their products, and consider what they may be spending on their overall marketing?
  • Define your audience and identify where they spend time online.
  • Research keywords for your business and incorporate into your advertising to boost your ranking on search engine results
  • Analyze your previous campaigns: Revisit the data (goals, channels, spend, results) from your previous marketing successes and failures. 
  • Test, track performance, and make adjustments.

Don’t Suffer in Silence. Request Your Free Digital Marketing Health Checkup from AdEdge

Are you a new business looking to step into the digital marketing world? Are you unclear on which digital marketing channels will reach your audience? Do you know how your overall marketing is performing every month? Is the marketing agency you have partnered with not delivering the results your business needs? AdEdge can guide you.

With a highly qualified marketing team, we will take time to review your marketing frustrations and respond with solutions that fit your goals. The AdEdge team will focus on digital marketing strategies that work and end your suffering. Our goal is to enable you to confidently grow while effectively managing your budget. Contact us today to learn more about managing digital marketing budgets and performance.

Why do I need to focus on so many different digital marketing strategies?

Digital marketing is nothing if not complex. It’s a constant interplay between strategy and execution, and that execution can range from on-page SEO to multi-layered paid digital campaigns across any of 10+ channels.

In other words, it’s easy to get confused. The reality, though, is that this complexity is intentional. If you’re able to master it, especially as a small to mid-size business, chances are you’re able to vault above your competition. That’s digital marketing expertise as a competitive advantage for you.

Of course, it’s not just about spreading yourself thin, trying to focus on as many traffic and lead-generation tactics as possible. It’s about finding just the right mix of strategy and execution, and just the right channel mix, to maximize your marketing spend and optimize your efforts for business growth.

It’s what we like to call “efficient complexity”.

As we move deeper into 2022, it might be time to rethink your digital marketing efforts. If you follow a model of efficient complexity, you’re on the right path. This short and simple guide will help you get started.

Always Start With Your Ideal Customer

Generating traffic, leads, and customers, all comes down to two things: you have to reach the right people at the right time. So let’s start with who those right people actually are.

In other words, who is your ideal customer? Who would you be over the moon if they signed up and became a customer? Some of that answer is likely to be subjective. But it also pays to analyze what you would currently consider your best customers for commonalities in anything from demographics to behaviors, preferences, and pain points. The more comprehensive, the better.

This step will influence every decision you make in your marketing strategy and execution. The more exact you can be in narrowing down your buyer personas, the better.

How a Content Focus Elevates Your Digital Marketing

Once you know who you’re targeting, the focus becomes creating enough attention-getting and valuable content in your marketing to make them pay attention. There’s a reason for that content focus: whether you’re targeting business customers or consumers, the ROI can be immense. Audiences respond much more to content that focuses on their needs and answers their pain points than typical, old-fashioned, promotional messages.

Focusing on content means taking the next step from truly understanding your ideal customer. Once you understand what makes them tick, a content marketing strategy can help you satisfy those needs.

Establishing Your Website as a Marketing and Lead-Generation Hub

Let’s talk about where that content we just discussed will actually live. Here, consider following a hub-and-spoke type model in which your website hosts all the relevant content, while other marketing channels link to it. Generally speaking, there will be three types of content on your website:

  1. Basic and promotional information about your business, brand, and product/service.
  2. Value-added content that addresses your audience’s needs without being overly promotional, typically on your blog.
  3. Highly valuable content that users can’t find anywhere else. This “gated” content is free but hidden behind a sign-up page.

Gated content can be a research report, whitepaper, webinar, or another form of long-form content. The examples range widely. The goal here is to turn your content into a lead-generating machine by making it valuable enough that your audience actively wants to give you their contact info.

How SEO Can Drive High-Quality, Organic Traffic, and Leads

Let’s take a second to talk about search engine optimization, short SEO. In a world of complexity, this is probably the most complex digital marketing tactic. Done right, it’s also the best.

If you want to make sure that users find you when looking for industry and brand-relevant terms on Google, your entire website needs to be organized for the right keywords. SEO tools for keyword research, web performance, and competitive research enter the equation.

Find out what keywords your audience searches for when their needs for a product or service like yours are highest. Then, optimize your entire website and content strategy around those keywords, adding the value your audience looks for at the time they’re looking for it.

Owning Your Social Media Channels

We could write articles upon articles about social media marketing in 2022. It’s a complex topic, but one with a few core truths. Keep these in mind, and you’re on the path to success.

First, choose your channels wisely. It’s much more important to be on the same channels as your audience as it is to be on as many networks as possible. Second, engagement matters most. Organic posts will only appear in news feeds if your audience likes, comments, and shares them. Plan your social media efforts accordingly.

Finally, don’t underestimate the power of a conversation. Answer questions, comments, and even complaints fast and honestly. Social media is at its best when it’s a two-way street, causing your audience to feel more closely connected to your brand.

Online Directories as Important Earned Media

Speaking of conversations: many of us now browse the web with a certain amount of cynicism, looking for independent information rather than blindly trusting brands. Enter online directories, which are tailor-made to compare businesses in a certain industry or niche. Yelp, Angie’s List, WebMD, and Capterra are just a few of the many directories out there.

Owning your presence on these directories is the absolute key to online success. Make sure you know what’s being said about your business and products, and how you can react. Complaints need to be addressed, while praise might need to be amplified. Check directories in your industry at least monthly to stay up to date.

How Does Email Marketing Fit Into the Digital Marketing Equation?

Through all the channels above, leads begin to trickle and flow into your database. That’s when it’s email marketing’s time to shine.

Long hailed as the digital marketing channel with the best ROI, it remains one of the most reliable ways to reach potential customers. Once they enter your lead database, your emails can slowly nurture potential customers towards that final, revenue-growing conversion point.

To get there, your emails should not be overly pushy, and reach your audience at days, times, and frequencies that make sense for them. It also helps to automate your lead nurturing flow, building a natural sequence that begins with a welcome email, adds value by highlighting some of your best and most relevant content, and ends with a gentle nudge towards the sale.

Leveraging Data to Optimize Your Digital Marketing Over Time

Finally, let’s talk about data. Every single marketing tactic you leverage online, from your website to social media and email, comes with analytics that can tell you how successful your efforts are. Marketers who can use that data will gain a crucial leg up on others that play in the same space.

Through your analytics, you can determine which of your channels perform the best, and push more money into them. You can analyze which content generates the most leads, or which products tend to result in the most positive results. You can even A/B test your creative to see which visuals and text most closely match audience expectations.

Over time, that data helps you optimize your digital marketing efforts, building a strategy that keeps self-improving to continue driving more leads and revenue.

Ready for a Chat?

From establishing your ideal customer to using your data for ongoing and strategic improvement, you can effectively improve your efficiency over time. But yes, that process is still complex. Fortunately, you’re not on your own. Contact AdEdge to learn more about how we can help you improve your digital marketing and improve the return on your digital marketing investment in 2022 and beyond.