Trifecta: the strategy for winning online

When it comes to online, paid advertising cannot be your only strategy. With the cost of clicks doubling in the last 12 months, you need to double your budget just to maintain the same number of leads or sales. For a small business this is not sustainable.

To win online it's important to focus on three things: owned, paid and earned media online. Unfortunately most small businesses are only focusing on one or two strategies online. They are often doing PPC (pay per click) and SEO (Search engine optimisation). They are missing out on a crucial and often untapped strategy: organic.

Fortunately, whilst the online landscape has changed dramatically in the past 12 months, human behaviour hasn’t. People are still choosing to click on organic links. These are the unpaid links that appear at the bottom half of the page.

For B2B (business to business) clients, organic links average around 57% and for B2C (business to consumer) it’s 41%. This is an affordable way small businesses can increase leads and sales online. Couple this with your paid advertising and a search engine optimisation and you have a winning online formula. We call it the Trifecta.

At content2convert, we specialise in delivery on all three parts of the online trifecta or the three legged stool: earned, owned and paid:

EARNT media is your social media strategy and off-site activity. At C2C we produce and create affordable video, podcast and written content that we distribute across 8 or more of your channels. This not only assists with your ongoing content requirements, but helps with your online organic rankings.

OWNED is your on-site activity on your website, otherwise known as search engine optimisation. We ensure your website is optimised for conversion. We also specialise in link building, keyword research and competitor analysis and reporting.

Then of course there’s PAID. As the longest standing Google partner in Australia, our in-house Google Guru manages everything from your Adwords to analytics and shopping. The focus is on gaining you clicks from the right target market at the cheapest price possible.

Lastly, at the end of the month, we provide a video that takes you through all your data, what it means and how to leverage it.

No more jumping from supplier to supplier. All three areas are managed by us in one place, with one point of contact, your C2C online project manager.

So if your not happy with your online performance, it may be that you have a one or two legged stool. Talk to us about how to make all three areas working together to improve your online performance and maximise your return on investment.

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