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How to Add Online Marketing Into a Traditional Ad Budget

optimize for search engines

Having a marketing strategy is essential for any business. After all, you can’t generate new sales without getting your name out there. But what once worked well for many businesses has changed immensely in recent years. You might be accustomed to advertising in print publications or on TV and radio, but those aren’t the only ways to make an impact (nor are they always the best ways).

The reality is that traditional advertising isn’t dead. But it’s not nearly as effective as it used to be — and it certainly isn’t as impactful without digital marketing efforts. Rather than ditching your traditional ad budget entirely, you should think about adding online marketing to the equation to create a stronger campaign. Here are just a few ideas to get you started.

Supplement Print Ads With PPC Ads

You don’t necessarily need to stop advertising in newspapers, magazines, or even on billboards. But it’s a good idea to diversify your advertising tactics in order to reach the people who are most likely to purchase. Although print ads have a lot of visibility, they aren’t really the most discerning; they can spread awareness, but that doesn’t always translate to more sales for your business. Digital ads, like PPC ads or display ads, allow for more personalized targeting. They’ll show up when someone searches for a certain keyword or if they’ve visited your site in the past. This can allow for more website traffic and better-qualified leads, which will ultimately help your business grow in the digital age.

Use Premium SEO Services to Support Your Brand Presence

Did you know that content marketing generates three times as many leads as traditional marketing? That comes as a surprise to some business owners who don’t understand how to optimize for search engines (or even why it’s necessary). While TV and print ads are more obvious techniques to promote your products or services, you can communicate valuable information when you optimize for search engines in your blog content or website copy. This inbound form of marketing is more subversive and can help you position your business as a leader in your industry. When a customer goes online to find a solution to their problem, you’ll provide them with the answers they need. Rather than making a hard sell, you can show them your business is one they can trust. In turn, this improves your brand perception and can even be enough to turn web users into long-term customers.

Swap Direct Mailers For Social Media Promotions

There are certain traditional marketing tactics that have fallen out of favor. Direct mailers are still utilized, but their high cost and low conversion rate have led many business owners to consider alternatives. Instead of spending a large portion of your advertising budget on these physical mailers, why not consider social media promotions instead? With millions of people spending so much time on Facebook, Instagram, Twitter, and even platforms like Snapchat and TikTok, you can extend your reach and create a more personal connection to your brand by advertising through these channels. While it will require a solid strategy and a well-defined budget, it may be an avenue worth exploring.

Online marketing doesn’t have to signal a total departure from the familiar. But it can ensure your business stays relevant. When you embrace PPC ads, optimize for search engines, and utilize social media to your advantage, you can easily incorporate digital marketing into your more traditional ad budget without losing what your existing customers love about your business.