Which of the many methods, channels or disciplines is the most effective digital marketing for you?
Yea? Think you know?
Our core principles and best practices at Relevanza have always been: good, solid, compelling content posted to one’s website (base camp), propagated across one’s (growing) social channel community, supplemented by email and, when appropriate, paid advertising in strategic digital spaces.
This is what the industry today calls SEO or search engine optimization (and not the SEO of the old days). SEO is the buzz acronym used these days to mean, “good, solid content marketing.” (Hey, I think I went to school with Buzz Acronym.)
Turns out, the folks over at Smart Insights undertook some research which suggests the majority of the smart kids in the industry agree with us. Why are we not surprised? It’s hard to argue with reality, despite what you might hear on the political landscape these days.
“The research showed the ongoing importance of the core digital marketing channels and Email Marketing rated highly or very effective by 51% of respondents, followed by SEO (44%) and Adwords (34%),” wrote Smart Insight’s Susanne Colwyn. “Organic use of social media wasn’t far behind with 32%, but with only 21% believing paid social media was effective (by itself).”
Unpacking that a little more, turns out SEO (good, solid content marketing) was seen as most effective by half the survey respondents.
And unpacking even more, the research suggested SEO is considered most cost effective for generating leads and sales as well.
You see, these smart folks over at Smart Insights put together this (really inside baseball but meaningful) graph with art to show us on a grid how the various methods of digital marketing compare to each other for overall effectiveness and cost efficiency. And guess where falls good, solid content marketing (or SEO). Yea, you guessed it.
Like we mentioned, this infographic is really way inside the digital marketing bubble, so here’s how it works, according to Smart Insights:
Start by marking up the current or past use of different paid-owned-earned media options for your business. Plot each media type on the horizontal axis based on its importance in the number of leads or sales you can attribute to it from a low-level of effectiveness on the left to the highest volume on the right. Next consider cost effectiveness on the vertical axis based on the time or money spent on promotion from lowest cost (or better overall return-on-investment) at the bottom to highest at the top.
To take a couple of examples, in this case, long-tail SEO, shown in the bottom right quadrant, is one of the most effective techniques since it produces a high volume of leads or sales at relatively low levels of investment. Compare this to paid distribution options shown in the top left quadrant, such as LinkedIn Promoted posts which have a relatively low-level of volume, but highest costs/poorest ROI).
See? Ain’t no big thang! This stuff is easy, right?