16 Jan 2019

Online Marketing Strategies with the Best ROI

It’s time for you to hear a hard truth – your marketing campaign could be the most creative, effective messaging that’s come out of your ad agency in years, but if it doesn’t provide you with a return on your investment, it’s all for nothing.

Return on investment, or ROI, can mean many different things. Both time and money can be considered investments, and since every business is different, you might prioritize one over the other.

When it comes to the strategies you might be considering, there are a few that have taken over the online marketing world in the past few years. Let’s look at a few of them, and weigh the pros and cons in terms of your potential ROI.


Paid Advertising

In the grand scheme of things, paid advertising generally provides you with a good ROI. There are some things to consider, though. For instance, Google pay per click search advertising, one of the most popular online paid advertising options, can run your marketing firm a hefty price tag. Depending on your industry, you could be charged up to $250 per click. The other downside comes from the lack of longevity.

Social Media Marketing

Social media marketing is unique, because when we’re discussing a return on investment, we’re generally talking about time as opposed to money. Of course, paid social media advertising does exist. As for whether it’s worth it, that’s the trickier question to answer. This really depends on your industry, and the demographic of your customer base. For instance, retail and business-to-consumer clients find social media marketing to be extremely effective, but in a business-to-business scenario, it’s much trickier. One way to boost engagement, however, is to integrate another marketing channel into your social media marketing plan.

Content Marketing

Another option that can feasibly be put into practice without much financial backing, content marketing development offers something that both paid advertising and social media marketing can’t – a lasting effect. Generally, when we see an ad populate our page of Google search results or an Instagram post from a brand we follow, it registers, but only for a few minutes. Content marketing, on the other hand, leaves a more permanent footprint. Whether you use blogs, videos, or other mediums to distribute your message, people generally experience more of a connection to more polished pieces of content.


So, it there a clear answer?

Yes, but there’s a caveat.

The issue isn’t that online marketing strategies aren’t working, but that people aren’t measuring the success rate, so we don’t really have a clear picture of what’s working and what isn’t. What will resonate with your audience truly depends on the industry you’re in, the types of people you’re trying to reach, and the budget you’re working with. However, when used properly, all of these tactics can help you to improve your returns.

The best way to reach your audience doesn’t lie in one of these tactics, but all of them combined. For the best results, try putting an integrated strategy into place where each channel builds off each other.




I’m Sophie Mann, and I work at encite branding + marketing + creative as Vice President of Strategy. My job entails a continuous study of business, marketing, data and culture, all in the name of driving strategy forward. I’m passionate about helping brands resonate more strongly with their consumers and communicate with their ideal clients. I’m also a proud graduate of the University of Kansas - Rock Chalk!