Extremely valuable data just came in that tells us what works in Internet Marketing. Our friends at BrightLocal combined survey data from 477 small business owners and digital marketers to “better understand which digital channels take up the most time/effort, which deliver the greatest leads, and which provide the best ROI”.
Are you on the edge of your seat yet? I sure was. Here are the highlights of the survey.
Local Search, Organic Search, and Direct Traffic deliver the most ROI (in that order).
I can already hear your first question – what’s the difference between Local Search and Organic Search? Ah, let me wipe away that look of confusion. Local Search starts with your Google My Business listing, and then all the “local” oriented sites your business information can be on. Sites like Yelp, CitySearch, YellowPages.com, etc. The more complete and accurate, the better. Anything with your Name, Address, Phone, and URL for starters.
Organic search is where you show up under the local results. This is influenced by the authority and popularity of your domain and individual pages on your site, how relevant and well organized your content is, and many other factors like freshness, social signals, and more.
One note: ROI isn’t just money, it’s also time and effort, according to the article.
Other valuable sources are Google Adwords, Email Marketing, Referral Traffic and Mobile Marketing.
This supports my belief that a well-rounded marketing plan uses many tactics. Google Adwords isn’t my favorite paid medium, but by far it’s the favorite in this survey. It’s immediate, easy to plan and budget for, and you can see if it’s working or not. Mobile marketing is paid too, and a lot of that is also done through Google Adwords. Email marketing and referral traffic come up strong, which are good ways to connect and grow your current customers. If you aren’t seeing your customers coming back for more services, I’d start using email to keep in contact.
The losers? Facebook, Twitter, and Display Advertising.
Social media may be hot, but it doesn’t put money in your back account, according to the survey. This year Facebook and Twitter account for just 7% and 4% or return on investment respectively. Compared to 23% from Local Search, I sure hope you aren’t spending all your time on social media.
The summary here is SEO is still far more important than just social media marketing, and a well-rounded plan with all the elements is best.
If it’s time to look at your internet marketing plan, give me a call and help you get on track.
Read the entire article at Search Engine Land.
More Internet Marketing News
6 Essential Research Studies that Marketers Shouldn’t Miss [Search Engine Watch]
The New Google Search Display and Marketing Implications [Search Engine Land]
Google Phases Out Google+ Even Further – Or Does It? [Search Engine Watch]
Google Search 4th Most Popular App, Growing Faster Than Facebook [Search Engine Land]
Google Adds Dynamic Callout Extensions in AdWords [Search Engine Land]
Twitter Dumps Share Totals in Redesign of Tweet and Follow Buttons [Marketing Land]
Mobile Millennials Spend Almost an Hour a Day on Facebook [Marketing Land]
Facebook Releases Guide to Maximize Local Awareness Ads [Social Media Today]
Internet Marketing Learning Center
Here are this week’s hand-picked articles and tools to help you market online.
4 Creative Ways to Boost the ROI of Your Content Marketing Efforts [Search Engine Journal]
What You Need to Know about WordPress Site SEO Optimization [Search Engine Land]
How To Secure Your Social Media Accounts: 5 Tools [Social Media Examiner]
How To Be Strategic Using LinkedIn to Generate Leads [Duct Tape Marketing]
How a Social Media Audit Can Improve Web Traffic [Search Engine Journal]
How Long Does it Take for Social Media Marketing to Pay Off? [Social Media Today]