Jayson Rodda
Jayson Rodda, Head of Digital Marketing at Find Your Ideal Customers

Sales and marketing

What is better - SEO, Google Adwords or social media?

When looking to market your website, there are 3 key areas (SEO, Adwords & Social Media) for businesses to pursue. I often am told, I only want to proceed "my way" because I have either tried or talked with someone else that tried and failed with one method or another. How did you find and evaluate the merits of each method for your business?

I would love to hear from anyone that believes only in one method, rather than using an integrated marketing strategy. Why do you swear by one rather than another?

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12 Answers

Sandy Moore

Sandy Moore , Owner and Online Strategist at Local Online Business Builder

Jayson, I never recommend anyone use AdWords in their marketing campaign unless they do one of the following 3 things.

1. Outsource Your AdWords Marketing Campaign

2. You have done an extensive course on how to effectively use AdWords

3. You are already an expert in this field.

Don't get me wrong AdWords works, but unless you are an expert you will just be throwing your money at Google.

Having started my business with virtually no marketing budget I utilised methods such as content marketing in conjunction with social media which worked brilliantly.  However, I would suggest that one strategy alone won't work as effectively as a combined strategy.

Especially when it comes to content marketing... you must have the correct marketing platform such as WordPress.org, your website and content must be fully optimised and you should also incorporated article marketing off page or even Press Releases to really get you on top of the search engines fast.

In regard to your statement "i only want to proceed "my way" because I have either tried or talked with someone else that tried and failed with one method or another"

I've heard this quite often over the years and when people say they have "tried and failed" that really means they quit using the strategy before it had time to stick.  Marketing your business online is not that difficult when you know how.... however you really need to be patient, the results will come.

All online marketing strategies work in different degrees of use and how they are implemented and patience is the key.

Jayson Rodda

Jayson Rodda , Head of Digital Marketing at Find Your Ideal Customers

Hi Sandy, I agree with your thoughts thanks for sharing. Have a look at an blog post I wrote called "Google adwords management cheat sheet for small budget". ... read more
Hi Sandy, I agree with your thoughts thanks for sharing. Have a look at an blog post I wrote called "Google adwords management cheat sheet for small budget". It is a step by step guide to start a campaign with small $. Hope that helps. Enjoy :)
Sandy Moore

Sandy Moore , Owner and Online Strategist at Local Online Business Builder

Jayson, I was actually refering back to when I first started online and had a low budget. I'm on page one of the search engines now right in front of my target ... read more
Jayson, I was actually refering back to when I first started online and had a low budget. I'm on page one of the search engines now right in front of my target audience. I'm sure others will benefit a great deal from your post. I'm always looking for guest content if you are ever intersted in writing something for my marketing site?
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James Norquay

James Norquay , Consulting Director at Prosperity Media

It depends on your budget and you need to be smart with your money.

1. With Adwords in the Australian market the cost has gone up and up, my advice is to be smart with your Adwords spend do not blow it on silly keywords which are not going to convert. Find the keywords which convert and implement conversion tracking.

2. With SEO you have many areas to take care of, it can still provide the best ROI for your investment but the thing is results do not happen over night and it takes months to yield good results in high competition niches. It is about doing your research and making sure you target the right areas.

3. With Social you need to make sure you have to time to be active on a daily basis on the account, you need to reply to users and you need to post informative information about the brand. It can involve a bit of work yet results can be long lasting.

In the end of the day its a case by case basis, you need to test what works best for you on an on going basis. 

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Gregory Ferrett

I agree with Sandy in regard to AdWords.I was fortunate to start using adwords in the first week they were available. In the three months following that week I saw the bid price for the key word 'Sales Training' go from just $0.10 a click to nearly $3.10 a click to be in position one. Today the main keywords are all dominated by majors and people like us need to be smart in the way we use Adwords or go broke quickly.

I think the key to online marketing is being patient, as mentioned by Sandy as well.

There is a big temptation by smaller organisations to buy Facebook likes, hits and Twitter followers. DO NOT BE TEMPTED! I have observed others who have tried this. One site I know (a person I advised not to follow this strategy) got over 250,000 facebook 'likes' after only a few weeks - but not one conversion and their online credibility was decimated. The only way to build a following is to build a real following. My own BLOG has almost 1,000 followers on Facebook - but each one of them reads my BLOG regularly and many of them I know personally.

Greg Ferrett

Jayson Rodda

Jayson Rodda , Head of Digital Marketing at Find Your Ideal Customers

Hi Greg, Patience is the key. As they say "Rome wasn't build in a day" Whilst the good old days of $0.05 clicks are long gone, businesses are making return ... read more
Hi Greg, Patience is the key. As they say "Rome wasn't build in a day" Whilst the good old days of $0.05 clicks are long gone, businesses are making return from very high cost per click. I work with client who pays $50-$60 per click and making great ROI from spend. The keys are to profile your "ideal customer" and really understand the relationship between first time sale value & lifetime value this client can bring to your business. This helps provide perspective on the true value of leads and what you should be willing to pay. Once the concept is ingrained - $0.05 or $20 cost per click becomes far less relevant. I am just starting out and running a combination of SEO & PPC. Social is next challenge to conquer.
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Jenny Spring

Jenny Spring , Managing Director at Spring Into Sales

You didn't add blogging?

Gregory Ferrett

Gregory Ferrett , Editor at Monday Motivational Moment

good point - too many entrepreneurs do not value their own words and forget this important medium which adds an enourmouse amount of domain authority.
good point - too many entrepreneurs do not value their own words and forget this important medium which adds an enourmouse amount of domain authority.
Tim Greig

Tim Greig , Owner at Green Galah Pty Ltd

Pretty sure blogging is accepted as being part of social media.
Pretty sure blogging is accepted as being part of social media.
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Neil Steggall

Neil Steggall , Partner at Wardour Capital Partners

Thanks for the question and all of the answers. As someone looking to take a new (at least in Australia) company into this space in 2014 its a very confusing environment and not easy for the uninitiated to understand. Forums such as Savvysme are a great help 

Wendy Huang

Wendy Huang , Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

Thanks Neil, very encouraging to hear :)
Thanks Neil, very encouraging to hear :)
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Ashleigh Betvardeh

Ashleigh Betvardeh , Campaign Statistician at Click Click Media

Hi Jayson, choosing the right online marketing strategy depends heavily on your goals and budget. If it is for direct response, and quickly then AdWords, after running an AdWords account, you can use those keywords in SEO - which is a long-term strategy. However, the main issue depends on the landing page/website and whether or not is aimed at converting. 

Jayson Rodda

Jayson Rodda , Head of Digital Marketing at Find Your Ideal Customers

Thanks Ashleigh. Great point, conversion rate will make or break any adwords campaign. Far easier to double your conversion rate than 1/2 your cost per click.
Thanks Ashleigh. Great point, conversion rate will make or break any adwords campaign. Far easier to double your conversion rate than 1/2 your cost per click.
Jayson Rodda

Jayson Rodda , Head of Digital Marketing at Find Your Ideal Customers

Thanks Ashleigh. Great point, conversion rate will make or break any adwords campaign. Far easier to double your conversion rate than 1/2 your cost per click.
Thanks Ashleigh. Great point, conversion rate will make or break any adwords campaign. Far easier to double your conversion rate than 1/2 your cost per click.
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Jessica McGrath

Jessica McGrath , Marketing Consultant at Stoke Marketing

Although they all have very key roles in a marketing strategy, SEO should be considered crucial to start. It ensures that you have a very sound website and relevant content for those who know nothing about you but are looking for your service or product. Appearing in search for all the right reasons is key to being an upfront and transparent business and important for any first time visitor to your website.

Danielle Butler

Danielle Butler , Graphic Designer & Marketing Consultant at Web Ninja Pty Ltd

Totally agree with you Jessica. All have their roles but organic SEO would be my most important to drive targeted and pre-qualified leads to a website.
Totally agree with you Jessica. All have their roles but organic SEO would be my most important to drive targeted and pre-qualified leads to a website.
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Trish Fehon

Trish Fehon , Online Marketing Expert at Online Influence

It entirely depends on your niche & where your customers "hang out" - if none are on FB then don't waste your money there, find where they do hang out first.

But really it's about testing, testing, testing. Then tweaking, tweaking, tweaking.

Off page SEO these days is more about "Content Marketing" (blogging), On page SEO is still crucial and done right will be very beneficial for your website & blog, done  wrong (or not at all) won't hurt your website (as such) but it certainly won't rank - unless there is little or no competition in your niche.

Adwords are effective in most niches, but again, test, test test, tweak, tweak, tweak.

 

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Zac Johnson

Zac Johnson , CEO at Blogging.org

This really depends on a wide range of factors, such as how much time and money you have, and if you are generating money online with your traffic.

SEO is great for the longterm business model and generating free traffic, but it's also one of the most competitive areas as well. You will need to have a well-established site to rank for decent keywords.

ADWORDS is the best way to get instant and high-quality traffic, but you are going to be paying for all of it. This can add up fast in competitive niche markets.

SOCIAL MEDIA is very effective, but more so when you have some advertising dollars to spend. I would recommend taking a look at Facebook's self-serve advertising platform.

Be sure to consider each of the options above when trying to generate new traffic, leads and sales online.

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Ashleigh Betvardeh

Ashleigh Betvardeh , Campaign Statistician at Click Click Media

Hey, 

Just been looking through, and whether or not which on is 'expensive, all depends on the ROI and whether or not it is working for you. Regardless, with PPC, having a well built campaign can get you far! If you have a strategy coming into AdWords, for example a promotion, then you may see that it can actually work.    

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Wendy Huang

Wendy Huang , Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

Although I don't think there is a "best" this question is a great one :)

Personally SEO is really key for businesses that need high traffic, whereas social is great for businesses that require a lot more loyalty and branding - e.g. businesses that rely on heavy customisation or differentiation to make the sale.

SEO usually drives more than 50% of website traffic for most businesses however there are many businesses that grew from just a social following e.g. BlackMilk - because of their business category. BlackMilk is a fashion brand that relies on differentiation and aspiration and peer influence that is more effective on social than via SEO.

If Blackmilk had a strong SEO strategy they may not make as many sales because who will buy a pair of leggings for up to $100 from a site they found by typing in a keyword "black leggings" vs. someone who has seen the amount of love this brand gets on social media and seeing their friends and influencers wear the brand and talk about it. Yes social will make me pay over $100 for a pair of leggings.

Although it's important not to discriminate against channels, online requires you to be doing things in all channel, the question is where should I focus knowing who my target market is and what my brand is going to stand for.

In addition I think these channels also target different stages of the purchase cycle with SEO and PPC targeting people that are already looking to buy, whereas from social it's a longer process of just "being around and familiar" which can happen before they have an intention to buy. Being a familiar name when they do make it to the stage of buying will give you lots of credibility over other brands when they do.

PPC also is extremely expensive and should only be used once you have an intention to optimise that channel e,g. getting really good at landing pages that convert as well as a robust sales funnel to capture information and lead to the sale.

 

Vahe Arabian

Vahe Arabian , SEO Consultant at Online Marketing Works

Social media and social media optimisation can also power your SEO efforts - hence you are leveraging owned and earned media channels
Social media and social media optimisation can also power your SEO efforts - hence you are leveraging owned and earned media channels
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Craig Reardon

Craig Reardon , Contributor at The E Team

Thanks Jayson, but I disagree on your three key areas.  As much as the marketing tactics change, the marketing fundamentals remain and the key one here is that of the 'marketing mix'.

This marketing mix (choice of marketing tactics) is different for every single business because each differs in budget, market, skills, strategy and a range of other factors - though there is some uniformity within industries.

As much as I'm an online marketing advocate (as well), the traditional media will still drive traffic more than online media if you have the budget and message.   

The three you mention are now very important, but they should be considered alongside traditional media rather than instead of.  :)

Jayson Rodda

Jayson Rodda , Head of Digital Marketing at Find Your Ideal Customers

Thanks Craig, totally agree that there are other marketing tactics beyond online that can outperform or be better suited to individual businesses. This quest... read more
Thanks Craig, totally agree that there are other marketing tactics beyond online that can outperform or be better suited to individual businesses. This question was specifically in reference to online, which many business owners will have dedicated budgets, limited knowledge & resources. It's becoming increasingly difficult for small business owners to properly resource a digital marketing strategy, so compromises will be required. I wanted to hear from business owners that swear by one method or another and why. The "why" part of the question was what I wanted to flush out. Would be interesting to extend out to broader range of tactics including traditional marketing. With the switch to online, I'm sure there must be some forgotten or less hyped about tactics where businesses are getting traction. What would you recomend as being some other tactics that owners of an ecommerce store should consider. Lets say its small and there is a budget of $2-$3k per month.
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