EP 01: The "Rent-to-Own" Approach to Driving Traffic [VIDEO]

EP 01: The "Rent-to-Own" Approach to Driving Traffic [VIDEO]

May 13,2016 In EmberBites, PPC By Josh Sturgeon

This is the first installment of our video series, EmberBites! EmberBites are quick hitting, "bite-sized" videos that will level up your digital marketing strategy.

 

 

Video Notes:

Pay-Per-Click Advertising Strategy (PPC)

  • When it comes to digital marketing everything is on the table initially:
    • SEO
    • Paid Advertising
    • Digital PR/Outreach
  • The way your company will use these channels depends on your
    • Industry
    • Audience
    • How you want to reach them

How does PPC help early on in your marketing efforts?

  • Using PPC  at the outset of your marketing plan gives you :
    • A clear indication of what will work to reach your company’s audience
    • Measurable results and feedback on a very short time table
    • An understanding of what kinds of content converts best

Use paid ads as a lead off instrument to figure out which messages/media work best for your company

What is the Rent-To-Own Strategy?

It's about using PPC early on to generate quick feedback. Then you can make a more informed decision on what is worth pursuing for organic traffic.

This option is very similar to real estate’s rent-to-own policy

  • Try before you buy
  • Rent for a year with the option to buy at the end of the term

The same applies in digital marketing

A Pay-Per-Click Campaign- this option will allows you to rent keywords on Google Ad Words to generate

  • Traffic
  • Visibility
  • Determine which channels:
    • Will drive conversions
      • Leads
      • Sales

Uncover profitable searches with Adwords that are worth targeting later with SEO. Learn which audiences and demographics respond best to your message.

Ultimately, you will measure what works and what does not

How Does This Differ From other Strategies Like SEO?

  • When you start with SEO it can take a long time to get the rankings in Google
  • Time and effort to build content that might not necessarily benefit you
  • With a Rent-to-Own strategy, you can make a more informed decision on what's worth pursuing over the long-term
    • You'll have a real dollar amount that approximates the value of ranking organically for specific search terms
    • You can predict the ROI of investing in comprehensive pieces of content

Learn fast and make a data-driven case for what you should be targeting in organic search