Organic versus paid digital marketing

Meta4 Business Coaching

How do I increase my digital marketing results and convert likes and follows into sales? This is a question that is coming up more and more from business owners seeking help and support to keep up with the allures of digital marketing. What most business owners are basing their aspirations on is usually online ‘coaches’ who are promising quick fixes and a rapid increase in followers and likes, but rarely (if ever!) does this approach result in the immediate or long term turnaround of sales and profit.

“Being famous on Instagram is basically the same thing as being rich on Monopoly.” Anonymous

What is digital marketing?

The dictionary definition of Digital Marketing; A catch all term for online work that includes specialised marketing practices like SEO, PPC, CRO, web design, blogging, content, and any other form of advertising on an internet-connected device.

Not so simple, right?

Many business owners are expecting their business to rise to the top, get thousands of followers and generally be buzzing with sales enquiries without implementing against a strategy or having the right foundations in place.

Any business who has developed an engaged* social feed has achieved this over a number of years, dedicating time and thought into their strategy – the who, the what and the how. Who their audience is, what their audience wants to read and hear and how their audience wants to be interacted with. Armed with this information they consistently post and engage with their followers. It’s always a mutual two-way conversation. Ask any of the brands you follow how they did it and they will honestly share the same message.

*engaged being a loyal fan base of followers who comment, like and share

The allure of social media platforms is that it generally looks easy. It feels like they are ‘promising’ to be the free marketing tool that will bring in all your business and take away the pain of attracting new clients. Maybe it’s the ‘always open’ shop door that makes its feel like it should be easier than it is.

The Truth.

The truth of the social platforms is that it’s like any other marketing activity for your business.  In that it requires your business to be set up on solid foundations in order to reap results; i.e. a clear understanding of your ideal clients, a product or service that is compelling and easy to buy, through to a customer experience from enquiry to sale that feels exciting.

Package up your service properly BEFORE expecting sales on social platforms. Get all your ducks in a row and then put a strategy in place. Only then you can think about putting money behind your posts. Otherwise you are better off (and it’ll probably be more fun!) going to the penny arcades.

So, yes, whilst there is a place for paid digital marketing for your business growth, its ONLY great if you have the solid foundations in situ first. For this a Business Coach can help…

Clare Whalley
Meta4 Business Coaching