Investing in Digital Marketing: How to Soar Like an Eagle

By Ashlee Dixon, August 10, 2017

Investing can induce anxiety, especially when it involves your business. Your business is your progeny. You’re putting in time and hard work to make your idea soar like an eagle. So, it’s no surprise you feel uneasy when deciding which type of digital marketing to invest in. You want to pick the right one, the one that will give you a return on your investment.

Related Post: Old School Marketing in a Digital Marketing World

There are several ways to play the digital marketing investing game. Here are a few that’ll increase your ROI and have your business soaring in no time.

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Source: Giphy

Content Marketing

Think of your product as the body of the eagle. Content marketing would be the tail: it helps keep the product aloft. Have you ever seen an eagle without a tail? There’s a reason for that.

Content marketing comes in many forms: blog posts, videos, infographics, podcasts, ebooks, etc. This type of marketing can help you rank high in search engines and make you known as a trustworthy source in your niche.

Related Post: 5 Money-Saving Graphic Design Tools for Small Business Marketers

Say you were interested in purchasing pet fish. You google ‘purchasing pet fish.’ Petsmart is the first site to pop up. When you enter their site, you’re bombarded with questions. Then below the “Ask Us Anything” field is a specific list of blog post topics, which include:

  • The Right Food to Feed Your Fish.
  • Semi-Aggressive Fish Care Guide.
  • Community Fish Care Guide.
  • Is My Fish Sick?
  • Freshwater Tank or Saltwater Tank.

Seeing all of these topics and answers immediately yields your trust. You begin to think, ‘they know everything.

Imagine if you could be the know-all-end-all source for your niche. Your customers wouldn’t imagine looking anywhere else for answers. The best part? It’s fairly inexpensive and the majority can be done in-house. If you only choose to invest in one type of marketing, I highly suggest content marketing.

Email Marketing

When it comes to the eagle, let’s consider email marketing to be the left wing. What good is a tail if you don’t have a wing to get you in the air? Don’t let your ‘eagle’ end up like this:

eagle doesn't wanna fly.gif

Source: Giphy

After your blog posts are live, you need a way to direct current users to your newest asset. Email marketing is a great way to promote your content with a customizable approach.

You’re able to collect analytics to see if users are opening your emails or interacting with any information you have displayed for them. This can help you understand what types of headlines your consumers consider click worthy and the types of information they’re interested in.

Email marketing isn’t only intended for promoting blog posts. It can be used to promote seasonal sales, product launches, and any business updates, too. This form of marketing is informative to your users and an easy tool for communication.

There’s a variety of current email services available ranging on the inexpensive side. Check them out and see which one will work best for your business.

Social Media Marketing

Social media marketing (SMM) is your right wing. SMM is a great tool for increasing brand awareness. While self promoting is always beneficial, balance your social channels by sharing related content, too. This makes you more diverse and trustworthy.

You want to use social channels (Twitter, Facebook, LinkedIn, Instagram, SnapChat) to grow relationships with your consumers. Join groups and participate in relevant online conversations and Twitter chats. It’s a great way to get your brand out there and noticed. Remember, you want to be the ‘know-all-end-all.

However don’t forget to be observant on the wording of your posts. Offending your consumers is never a good time.

Related Post: Why Instagram Influencers Need to Be Careful What They Promote

For pricing, social media can range from inexpensive to pricey. The more affordable option is to do it yourself. But if you have a generous budget to work with, try incorporating influencer marketing. Consumers hold a lot of trust in influencers. But be careful, if you don’t proceed with caution, you could end up in PR disaster. That’s an easy way for an investment to go wrong.


SEO is like the beak that feeds the eagle. You need it for your business to thrive. Without it, traffic to your website will seem as if a faraway dream.

The goal of SEO is to be at the top of your consumer’s Google search results. You want to be the Petsmart from the previous example. For your product to grow and sales to increase, your SEO (beak) needs to be feeding its relevant consumers.

So, how do you get started?

Keyword research is the first step. Find out which keywords are being searched for around your business. If your business has a lot of competition, SEO could be a pretty hefty investment.

Keywords help you rank high on the Google search, but SEO doesn’t end there. Your site needs to be optimized for search results, too. Google’s algorithm assesses and rates all websites. It can be tricky to meet all the expectations of its standards.

Another way to get your SEO ranking up is by having other optimized sites link back to you. This shows your business is legit and gives you more credibility.

SEO might be somewhat pricey if you’re inexperienced, but growing your product will be worth the investment.

Digital Advertising (PPC, PPCall, Display)

If you’re still not satisfied with the results you’re bringing in from other forms of marketing, it might be time to look into paid search.

Paid search isn’t necessary for all businesses, but it can help increase traffic to your site. Some eagles need to push off a solid ground to get enough air. In this case, paid search is the solid ground.

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Source: Giphy

For larger businesses this probably seems like an obvious solution. For smaller businesses, this form of marketing can pose as a threat to your marketing budget. If done inaccurately, paid search can eat your budget faster than you can scarf down a bite of Chipotle.

Related Post: PPC, Calls, and Display: Choosing the Best Method For Your Business

However, if you decide to go down this route, we highly suggest adding an ad fraud solution to your campaigns. There’s nothing worse than dishing out large sums of money to find it stolen from tricky fraudsters.

Investing: Last Words

All-in-all, investing in great marketing can result in great results. For the eagle to soar, you need multiple pieces to work together.


Source: Giphy

Pick and choose which pieces you want to help your business fly like an eagle.

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Ashlee Dixon

Ashlee Dixon

Ashlee is the former Content Writer and Digital Specialist for eZanga and its ad fraud management platform, Anura. She is a graduate of the University of Delaware, where she earned a bachelor’s degree in English. On weekends, you can usually find her curled up next to her cat and watching Netflix with a glass of wine in hand. More Articles by Ashlee Dixon