The budget for digital marketing services really depends on what elements of digital marketing you want to use for your digital marketing strategy
Do you want to focus on Optimising your site for search engines (SEO)? Content creation for a pre-existing website? Social media? Video advertising? Influencer marketing? The fact is, you don’t need very much budget at all if you decide to focus on one of these techniques at a time. The main focus is on creating high quality content that your audience will want to consume.
The two marketing strategies you might want to use are segmented into two marketing types: Inbound and Outbound. The first is less expensive. Let’s discuss these two types:
Inbound marketing is a long-term play that most marketers use to attract, delight and maintain customers without appearing pushy. This technique mainly provides quality content the customer needs, seamlessly luring them into taking action. Customers, never know it is an advert! Because the inbound technique serves them the information/product or service exactly as they want it. End result will be your customers thanking you for selling to them.
Types of inbound marketing
Social media campaigns (Facebook, Twitter, Pinterest)
Search Engine Optimized (SEO) website text.
Web-based seminars (Webinars)
Inbound marketing techniques like SEO, Social media, and Content creation is a good deal for you if you are on a tight budget. With inbound marketing, you can get started by hosting a website and creating content using CMS, or you can use wordpress hosted on Wp Engine, and using a simple theme from StudioPress.
But inbound marketing takes a lot of time to generate results, as building a loyal audience and a constant flow of organic traffic isn’t an easy task.
That is why inbound techniques might go hand in hand with outbound techniques for an effective digital marketing strategy.
Outbound marketing is the polar opposite of inbound marketing (pull marketing), where prospects find you to seek solutions to their problems. Outbound marketing or push marketing tactics have gotten a bad rap with the evolution of inbound marketing due to its perceived intrusive nature.
People are so turned-off by conventional online ads. In a research carried out by Hubspot to identify the reason why most people use ad blockers on their smart devices, about 64% said it’s because the ads are intrusive and annoying.
So why should you think of using online ads when audiences ignore online pop-up ads, and “spam” emails that try to market to them?
Why use outbound marketing techniques?
Inbound marketing is inarguably less disruptive; it comes couched in rich content that entertains and educates – on blogs, news sites, and social media platforms. But what if all of that inbound marketing doesn’t give you the results you want? What if you are not making enough of those contacts that you believe you should?
Marketers usually stop improving on inbound marketing as it is no longer bringing in the huge numbers they want. What do they do then? Well, they go knocking on customers doors directly. And this is defined as “outbound marketing.”
And, outbound marketing is costly
For example, to implement PPC using Google AdWords, you’ll bid against other companies in your industry to appear at the top of Google’s search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it’s a good idea to focus building your organic reach, too.
Types of Outbound Marketing
Traditionally, the following outbound marketing strategies have been utilized:
Direct Mail – flyers, brochures, catalogues
Branded Products – magnets, key chains, pens, etc.
Digital outbound marketing strategies
Search engine marketing (SEM)
Social media ads
Over-the-top (OTT) ads
Outbound vs Inbound?
Your query to whether you need a big budget for digital marketing, I believe has been answered throughout the article? But to recap, your budget ultimately depends on your intent and the marketing strategy you want to put into place: Outbound or inbound. Outbound strategies are expensive, but worthwhile to gain quick results and reach a wider audience in no time. Inbound strategies are more efficient as they build a loyal and lasting audience. This however takes time, and marketers say the result from this strategy appears often within 3 months or six. The solution to attain fair results is to use both strategies.
Inbound and outbound strategies go hand in hand.
Although outbound marketing is basically ads that nobody wants to see, not all of your ads have to feel sales-focused or pushy. Use paid channels to promote your inbound content with the goal of turning the traffic generated by your ads into leads, and you’ll be adding far more value to your audience and positioning your brand in a more positive light.
Inbound marketing + outbound advertising = more loveable ads
With outbound techniques, that is ultimately used to reach a larger audience and generate quicker results, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising. If not, digital marketing is not expensive. It really depends on what elements of digital marketing you’re looking to add to your strategy.
So which one are going to vie for? Inbound or outbound? Or both? Let me know your thoughts in the comments below.
If you would like help with implementing your chosen digital marketing elements or on deciding on the most important elements you should use for your business, reach out to us at Digital Gong Technologies. We would love to help.
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At Digital Gong, we offer complete digital marketing solutions tailored to your needs and your budget. Our services include: Digital Strategy Consulting, Social Media Marketing, Search Engine Optimization, PPC Marketing and Search Engines, Web Analytics, Email Marketing, Digital Content Creation, Digital Marketing creation and branding strategy.
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ABOUT THE AUTHOR:
Tadbet Averra is the Public Relations Officer and Content Manager at digital Gong Technologies, a branding, strategic and creative digital marketing agency in Douala, Cameroon. She’s provided content marketing and strategy advice for the agency and its clients. She also holds a Bsc degree in Journalism and Mass communication.
Tout le monde se connecte en ligne, de même que les marques afin d’atteindre et d’interagir avec leurs clients. Nous connaissons la stratégie numérique qui fonctionnera pour votre marque. Nous associons technologie, marketing et design pour vous offrir un package complet de marketing numérique.
Digital Gong Technologies is made up of a group of passionate technologists, marketing strategists, learners, and creatives, putting out efforts to increase customer satisfaction and retention by intersecting Marketing, Technology, and Design.