“Marketing is no longer about the stuff that you make, but about the stories you tell.” –Seth Godin, Bestselling Author and Blogger
Are you a brand marketing manager? Or, are you perhaps the owner of an SME (small-medium enterprise)? You might even be a freelancer who is looking to increase your portfolio and income in 2019. The fact is that no matter the size of your business, you need to alert your target audience that you are “open for business.”
Therefore, the question that must be asked and answered is how do you effectively market your business? In other words, how do you let your customers and potential clients know that your products or services are the best on the market and they should buy from you and no one else?
The simple answer is to cite the quotation mentioned above by Seth Godin. Succinctly stated, you need to attract and retain customers by becoming a great story-teller; specifically, in the context of why your audience should buy your product or service. How will your brand improve their quality of life, and why they cannot they not live without purchasing your brand?
Digital media marketing and PPC
Before we look at what PPC’s role will be in 2019, let’s look at its place within the greater digital media marketing space.
Wikipedia.com defines digital marketing as “the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.” And it is made up of the following elements, or channels: Search Engine Optimisation (SEO), content strategy, Social Media Marketing (SMM), and paid advertising channels like Pay-Per-Click (PPC).
Also, at this juncture, it cannot be emphasised enough that it, to develop and execute a successful digital marketing strategy, it’s vital to employ a top-ranked agency by Clutch.co to guide and advise you in this field. Essentially, the information age and the Internet as it stands consists of hundreds of thousands of documents, social media posts, videos, and blogs; thus, it is easy for your marketing content to get lost in the online melee.
Pay-Per-Click: It’s role in 2019
As mentioned above, many different channels fall under the digital marketing umbrella. However, the core focus of this content is Pay-Per-Click marketing or PPC.
What is PPC?
In essence, according to Wordstream.com, PPC is a “model of internet marketing” which aims to drive traffic to a client’s site through which the client (advertiser) “pays a fee each time one of their ads is clicked.” These adverts appear on top of a search engine’s result’s page (SERP) that is returned after the consumer has entered a search phrase into the browser and clicked on the search button.
It is vital to note that PPC is paid advertising as opposed to attempting to drive traffic to your brand’s website organically. In other words, your brand’s details will appear at the top of the SERP because you are paying the search engine to do so. It takes a lot longer for your website to appear at the top of the SERP by only using organic marketing channels.
Finally, in 2019, there is every expectation that the volume of content available for consumption on the Internet will increase; thus, it makes sense that PPC advertising will play an ever-increasing role in the digital marketing realm. It’s a cost-effective way of ensuring your brand gets adequate online exposure which, in turn, will drive traffic to your site, and convert visitors into returning customers.