It can be difficult for businesses to know which channel to invest in first, primarily if they focus on running other areas of the company and are not digital marketing experts. In the current economic situation, choosing the right channel is crucial and can make or break most businesses, which means they do not have the luxury of making such an error.
Often businesses make a decision based on internal team knowledge or expertise which may not include the particular channel the business needs. The number 1 reason is from businesses decisions made based on recommendations from single-channel specialist agencies which focus on pushing the cool-aid that their selling at the time down your throat like it’s the best option for your business rendering them incapable of providing a trusted advisor style advice.
Hypothetically let’s say a business invests in SEO, a channel which typically takes between 6-9 months to break even which usually isn’t factoring in product costs and expenses. If they’ve not yet begun working on maximising paid channels, which has a significantly faster ROI, then this, in most cases, is not the most effective use of the marketing budget. Allocating the same investment into a more immediate performing channel could yield a 1:20 ROI in 1-2 months which would then fund the SEO investment and set the business up for greater success.
Here’s some insights from Sarmad Sohail our Director of Search:
“Here at LION we don’t believe in pushing a specific channel but work on a strategy and channel that best suits the businesses profile and ROI. For example, It would not be the best strategy to work on non-branded organic searches for a business that has just launched its own product line. In cases like this, even though I head up the SEO department, we would still recommend the business to start with Paid Media and Social Channels to establish brand equity and move towards SEO after a few months.”
If you’re not sure whether you’re heading in the right direction, then we’re able to take a holistic look at the current state of play of your business and collaborate with your team to map out the best digital marketing strategy with the right steps to ensure that you’re maximising your budget and activating the best channels in the correct order.
Leonidas Comino – Founder & CEO
Leo is a, Deloitte award winning and Forbes published digital business builder with over a decade of success in the industry working with market-leading brands.
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