It is becoming harder and harder to resist the evidence that points to digital advertising as the most efficient tool to reach and convert potential customers these days.
Whether you are selling products or services, harnessing the power of digital marketing and advertising is definitely going to get you a lot more reach (and sales!) for your investment than any form of traditional advertising.
Consider email advertising, which comes to be the digital advertising equivalent of mailbox flyers and catalogs. The initial investment for printed advertising is rather high, plus the cost of mailing or otherwise distributing these undesired pieces of paper to a target that is usually chosen merely by geographic area. The conversion rates for what is basically spam mail are abysmally low, and the ROI is not bound to be very impressive.
Conversely, a well crafted email campaign can cost as little as the time you spend creating it. A digital ad agency can pinpoint and target your audience a lot better, and with minimal initial costs your ROI will naturally be higher, not to mention the fact that a well crafted and targeted email campaign can mature a prospect into a customer. A ROI of 2800% is not unheard of in an email campaign conducted by a good online digital marketing agency.
Search Engine Optimization
Then there is Google. If Google is your friend, your product or service will get incredible exposure, leading to prospects and sales. SEO is the art of making Google your friend, and organic SEO services are an excellent investment in terms of marketing budget ROI.
Organic SEO consists of naturally making Google single you out as an authority in your field, and while it is not an easy process, investing in digital SEO will get your message out there, so that whenever someone runs an online search for your product or service, you will be among the first to show up on their screen.
This comes at a cost, of course, and you may choose to invest in paid search services and sem advertising on top of SEO, but the cost of hiring an SEO advertising agency is still a fraction of traditional advertising costs: you can reach a vast audience; targeted by demographic, interests, or previous purchases; and it will still be much much more cost-effective than a TV or radio spot.
"Good SEO work only gets better over time. it's only search engine tricks that need to keep changing when the ranking algorithms change." -Jill Whalen
Good digital advertising agencies will also give you more for your money in terms of long-lasting effects. While a TV ad campaign is over when the ads stop running, digital ad agencies give you content that endures: searchable blog posts that will always direct new customers to you, better positioning with Google, a backlog of content that will appeal to people who are already interested in what you are selling, and an aura of expertise that will increase your trustworthiness in the face of new prospects.
Targetability Saves Money
A digital media buying agency will also help you capture new customers in a highly targeted way: whether you’re selling to mothers of toddlers, traveling business people, first-time homeowners or hunting aficionados, a digital ad agency will target your efforts to only this kind people, ensuring you get the most value out of your digital advertising budget.
Ashley Quintana is a co-founder of Bridges Strategies. In her role, she develops, leads, and executes digital marketing strategies for the company’s growing client base, including a Fortune 500 subsidiary and an NBA basketball team. Ashley’s work can be found in the Hispanic Journal of Behavioral Science, and she is an OKC.biz 40 Under 40 honoree for her leadership in business and community. She frequently speaks at universities, churches, and conferences on marketing, diversity, and business.