Content permanency in social networks is low, therefore content reach is also low. However, content is needed to rank in search engines. Content is also needed to educate prospects and customers about the products and services small businesses offer.
Ads permanency in social networks and Internet is high, therefore ads reach is also high. However, ads do not educate prospects and customers and do not help in search engine ranking.
“ContentAds” permanency in Internet and social networks is high, therefore “contentAds” reach is also high. “ContentAds” do not help to rank in search engines, but they help to educate prospects and customers about the products, services and how they satisfy prospects and customer’s needs.
Small businesses digital marketing need content campaigns for customer and prospects education and for search engine ranking. Content marketing campaigns have low reach.
Small businesses digital marketing need ads campaigns for high reach. Ads do not educate prospects and customers, and ads do not help with search engine ranking.
The best of both worlds is to use contentAds campaigns. This can be done with LinkedIn Sponsored Content campaigns, Google AdWords Display campaigns, and Facebook Ads Display campaigns if the ad is an educational video or a link to an educational article about the small business products and services.
So far we have then three types of marketing campaigns: content campaigns, ads campaigns, and “contentAds” campaigns.
Small business content campaigns consist of producing and distributing content about products, services, and how they satisfy customers and prospects needs. Content formats can be text, images, and videos. The classic text format is the article, which is not only use to educate prospect and customers, but it is also used to rank the small business in the search results when prospects and customers perform searches in Internet.
Content distribution can be done is the small business website blog and also in the small business social network business pages.
Email marketing can also be used to distribute the content.
There are mainly two types of content campaigns, owned content and paid content campaigns.
Owned content campaigns are those content campaigns that use content produced by and for the small business media.
Paid content campaigns are those content campaigns that used content produced by and for third party paid media. Paid content campaigns can be PR campaigns or sponsored campaigns. Content can be articles, interviews, press releases.
Both content campaigns are important because both increase audience reach, and both help to rank the small business at the search engines.
There are three leaders in digital advertising, Google, Facebook, and LinkedIn.
Google has two types of digital advertising, Google AdWords Search and Google AdWords Display. Both types are recommended to small business, because search advertising position the small business at the first page of the Google search results, and display advertising position the small business at the Internet where the prospects and customers browse.
Facebook and Instagram also have display advertising, that helps small business to position the business at Facebook and Instagram.
LinkedIn also have display advertising and sponsored content advertising.
Other advertising players are small players, such as Twitter, Amazon, Skype, Ebay.
Small business digital marketing campaigns should include these 4 advertising campaigns: Google AdWords Search, Google AdWords Display, LinkedIn display, and Facebook/Instagram Display.
“ContentAds” campaigns are equal to ads campaigns but instead of using a banner as the ad, we use an educational video as the ad, or a link to an educational article.
The educational video or the link to the educational article about the small business products, services, and how they satisfy prospects and customer needs, will be display all over the Internet, LinkedIn, Facebook and Instagram using a display advertising campaign in Google, LinkedIn, Facebook, and Instagram.
Small business digital marketing should include these three types of campaigns: content campaigns, ads campaigns, and contentAds campaigns. The combination of these three types of digital marketing campaigns will help to position the small business in Internet, digital media, social networks, apps, and search engines.
Small business that implement these three types of digital marketing campaigns will always be found, seen, and remembered by their prospects and customers.
Content campaigns, Ads campaigns, and “ContentAds” campaigns are the three types of digital marketing campaigns that will help the small business to position the products, services, brand, and business in Internet and digital media.
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About the Author:
This article was written by Julio Sanoja Rial, CEO, founder and digital marketing consultant at MSalesLeads, a digital marketing agency for small businesses. We help small businesses to go and grow their businesses online.