Paid marketing is the most widely used form of marketing, as it provides immediate and easily measurable results.
If you are a company you can hardly succeed without paid coverage of your brand.
Infact, in recent years tech giants such as Google and Facebook have reduced the scope of their organic content in favor of paid content.
What is Paid Marketing?
Paid marketing is a rather broad definition that encompasses a huge range of methods.
I’ve summarized macrocategories below to help you understand which is best for your business.
Before you start one of these types of campaigns, you should be aware of your target audience
Also set measurable marketing goals to ensure that your spend is optimized and has a high return on investment.
(For example: how much money are you willing to spend for a lead/sale etc…)
The good old banners.
This channel is particularly indicated during the initial phase of awareness as it is a cheaper paid marketing technique than the other ones.
It allows to cover a greater amount of audience with the same budget.
It will trigger a sense of familiarity and start to acquire some mindshare in our potential customers.
You can position yourself on websites with products/services that are complementary to ours or where you know your target audience resides.
In this category there are image or carousel ads that you can find on facebook, instagram, twitter, linkedin etc.
But there are also display networks for all type of websites, the most prevalent is Google Display Ads.
Pro-tip: Use display advertising to retarget audience that have already been on your website so they won’t forget about you!
It’s a rather new technology: images that move and have sound too!
Awesome, isn’t it?
The numbers do not deny, the traffic generated by video content will be more than 80% in the next 4 years.
But how to use this tool in the most correct way?
Well it depends on many factors and on what is the purpose of your marketing initiative.
But the most recurring word when talking about video marketing is definitely storytelling.
See, storytelling plays a particularly important role in human beings, since before the invention of printing it was the main way of transmitting information.
Telling a story is by far the most effective way to make sure that a customer remembers us.
Here’s an example of an effective brand storytelling video to inspire you
As You may know you can easily host your video on vimeo and youtube
and in case you are thinking that creating a video is enormously expensive, don’t worry:
there are a series of online tools that allow you to create captivating videos in a few minutes
Adobe Spark is one of them
Stands for Search Engine Marketing.
You have little time but still want to position yourself in the high position of the search engines?
SEM is the type of paid marketingwhat you need.
Choose the keywords that users are searching to trigger your ads and drive traffic to your website.
One of the best things of this channel is that you will only pay if they click on your ad (PPC Pay Per Click).
However the cost of SEM is higher than the display and video advertising.
So when is it worth it?
The traffic generated by SEM is certainly very qualified and interested in your business.
This is because those coming from an SEM ad are already actively looking for a solution that your product or service can provide.
So this channel is particularly recommended for those who have an innovative startup in the early stages because it attracts early adopters.
Anyway seems like SEM is used in almost every sector due to the straightforwardness of the results it provides, from hairdressers to lawyers to Saas companies.
This has interesting potential because it allows you to understand the exact terminologies with which your target approaches your business, allowing you to understand how you are perceived by your audience.
Pro-Tip: position yourself on the keywords of your competitors to erode their market share.
Influencer marketing is hottest trend in marketing right now.
It’s the answer to desensitization to traditional marketing media.
Nowadays People are constantly bombarded by advertisement as a result of the exponential growth of online marketing in recent years.
The IM can therefore be particularly effective because in this case who will promote the product will be a person who already has an audience involved and who trusts him,
almost as if he were advised by a friend.
Here’s a couple of tips on how to make the most of this channel:
- Don’t just look at the number of followers or likes of a person, they are metrics that can be easily faked. Rather, it focuses on engagement metrics, such as the number of comments, likes and reactions.
- Don’t put all your eggs in a basket: If you don’t have a big budget rather than spend it all for one person try using a microinfluencer strategy. You’ll get better results by dividing the spend between smaller influencers because they’ve often just started and will accept smaller offers.
Stuck on which influencer to choose for your brand?
Social Blade is the tool you need!
These were the main types of Paid marketing, I won’t cover them all in this article because it would become an encyclopedia.
If you are also interested in advice on other types of marketing channels, you can find them here:
Are you still undecided about which channels to use?
Are you in Lisbon?
I offer my readers the possibility of an hour free consultation!