It’s easy to get caught up in the latest trends when it comes to business advertising.  But successful businesses usually have multiple advertising channels that complete their ROI picture.

If you spend some time reading about inbound digital marketing, you might come to conclusion that it is an advertising panacea.  What could be better than balancing technology perfectly between user’s needs and business service?  Really, everybody spends all their time on their mobile phones anyway, why bother with any other advertising?

Even with inbound marketing, some businesses get caught up one idea.  SEO gets you free clicks and that’s the content people really trust, so let’s work SEO and forget PPC.

But the truth most businesses do much better when they are aggressive with multiple advertising channels.  Even with the ubiquity of technology, sometimes old school techniques may reach a certain segment of your audience better.

I’m Just Waiting on Google to Make Me Rich

With your advertising channels, be wary of of the temptation to let search technology do all the work.  Indeed, for the lazy, inbound search marketing is too good to be true.

The equation of customer need + online search technology + find business = profit is appealing because after you get things going, you’re hoping Google will do all the work for you. Nothing is ever that easy.  Even ecommerce sites that market digitally use other channels, and local businesses will miss opportunities if they just sit waiting for the phone to ring.

Let’s say, for example, that an important demographic for your business is seniors.  This demographic still consumes print media, so pulling out of the Yellow Pages or newspaper ads entirely could cost you leads.  Likewise, you wouldn’t want to ignore online marketing.  Many people in this demographic use email, and recent data shows an increase in the use of Facebook with Baby Boomers.

Yes, as a local business you must have an effective website.  But does that mean that a well-placed billboard in your target area will do nothing for you?  Certain campaigns may work well.  And if you have company vehicles, your phone number and website should be plastered all over them.

Networking and Referrals

Google search is important, and it’s a great way to generate leads.  But it’s not the only way to use a website.

In fact, a business website is really a communication hub.  If you have staff members attending a networking event, the easiest follow-up if for the lead to visit your website.  Likewise, when someone gives a referral, they are just as likely to give a domain name as a phone number.

Do you have a strategy to actively encourage referrals?  Are you active in the local business community, building strong networking connections? 

If not, you’re missing out on traffic you could draw to your website outside of search marketing.

Inbound Marketing Channels

Within inbound digital marketing there are multiple advertising channels you need to use to your advantage.

As mentioned, most businesses do much better when they combine PPC and SEO search marketing efforts.  PPC does have a cost, but it also gives you more control over your search listings than SEO.  You rank in the top spots, and tend to draw in more mobile traffic.  And SEO is not free.  You have to take the time to create content and network online to gain natural rankings, which is ongoing work.

Display and remarketing advertising also valuable digital advertising channels. Display advertising allows you to target based on demographics, and is excellent for increasing awareness of your brand.  Remarketing advertises to people only after they visit your website.  Even if you have the most effective website with the best value proposition, you’ll get a lot of site visitors who won’t act the first-time.  Remarketing creates an automated follow-up to bring people back.

Some product lines and demographics do well with social media marketing.  For others it provides no direct ROI.  Know where your business stands.

Remarketing works in conjunction with PPC, SEO (and all website traffic drivers) to increase the ROI potential of that traffic.  Social media and content marketing may not provide direct ROI, but play a support role that funnels to another advertising channel.  Use marketing software so you know where your profitable traffic is.

Nowadays, it’s almost impossible for a business to survive without an aggressive, well-planned marketing/advertising strategy.  Word-of-mouth or a single advertising channel is unlikely to be enough.  There are just too many companies competing for the same customer base.

Inbound digital marketing is a vital channel.  There is no more important piece of marketing collateral than your website.  It is the place many of your other channels will land.

But particularly if you are a newer business, don’t be afraid to diversify.  Creative print, radio, and email marketing can yield additional results.  Measure ROI over-time and see what works best.

Hustle.  Talk to people about what you do.  Get involved and network.  Google search will bring an inbound flow of hot leads.  But that doesn’t mean you have to sit around waiting for them.

Business is competitive.  Profitability is the goal.  Winners do everything in their power to get there.