Remember back in the late 90’s/early 00’s when having a website meant you’d get a ton of people approaching your business?
Actually, I don’t… I wasn’t in the “game” back then.
But, I do know that back then having a website was enough to be found online.
Sadly, that’s not the case anymore. Yet thousands of people everyday setup or buy websites (and pay a lot of money) without a thought about driving traffic to it.
What’s worse, is that those who are supplying the websites are not advising their clients about making their websites work.
That’s whyI discuss marketing with my clients so I can better understand their needs and build a website that works to grow their business.
So, to give you a better idea about methods you can use gain traffic, I want to share with you the Digital Marketing Trifecta.
Here we have 3 key areas:
- Owned Media
- Paid Media
- Earned Media
Digital Trifecta – Understanding methods to drive traffic to your website
Owned Media – Consists of content on platforms you own such as your website, on your blog and on your social media channels.
Paid Media – Consists of content on platforms you pay to display, such as social media ads, Google ads, display ads, etc.
Earned Media – Consists of content that is shared through reposts or reviews and even mentions.
What is really interesting is where the 3 areas cross over:
Owned/Paid Media – Where we drive traffic to our owned content from paid content, eg a social media advert driving visitors to our website.
Paid/Earned Media – Where our adverts attract comments, likes and shares to increase engagement.
Earned/Owned Media – Where our owned content earns shares and comments helping more people see our owned content
When we create content, we should aim to have a good balance of Paid, Owned and Earned media. Where he three meet, we would have an ideal marketing strategy to drive traffic to our desired source (website).
With this in mind, when we set u a campaign (or have a campaign that we continuously run to drive awareness) we should consider all avenues of traffic generation for optimal performance.
Within the social media world, engagement helps us be seen more organically which means we need earned media.
Earned media gets driven by paid media and leads people to our owned media – where we convert clients.
I see far too many times where certain people state “you only need organic to grow a business” or “you should be running ads”.
The truth is, you need both whilst having a good website strategy too.
Trying to grow a business organically is a slow process. SEO takes time to get results and social media organic posting takes consistent multiple posting on pages, profiles and group interactions to create awareness, time that is all being taken back out of your business.
Back up organic strategies with paid promotions will help you both grow quicker and keep your campaigns active for longer too.