Over the years we’ve come to learn that there’s no ‘quick-win’ when it comes to online marketing.
A definition of the notion itself is so fluid and dependent on changing user trends and search engine responses that it’s hard to really pin down the best internet marketing techniques available to small and medium sized businesses trying to make their presence known amongst a sea of competitors.
So we’re sorry for the slightly misleading title, we don’t have all the answers. However we do have this rather interesting case study with the same title which we’d like to share.
The case study investigates a start-up Summer Camp business in their first year and investigates which internet marketing avenues provided the best ROI.
Unsurprisingly, the tool which proved most successful for driving traffic was the humble blog. It’s something in online marketing that we hear over and over again – relevant and fresh content is key to web success and a blog provides the perfect platform. The case study admits that for a successful campaign you’ll need to post at least one blog per week and keep it up.
Yet the insight given is not all so well-worn. The case study provides some interesting surprises especially in relation to social networking; LinkedIn, for example, doesn’t fare too well in this particular example.
The case study also comes with a note of caution; as soon as the camp owners began looking to promote their new business online there were flooded with emails and calls from scammers promising first page rankings and other unrealistic claims. Even if their claims are in some way true, the methods used are dubious and whilst they may result in a slight increase in traffic, it will be temporary. What’s more, it could damage your website in the long run as search engines are constantly working to crack down on these underhand tactics.
Ultimately after reading this case study, that old adage – if anything that’s worth doing, it’s worth doing properly – feels remarkably apt. The best return always comes from things you invest in. And just as this case study shows, that investment doesn’t always have to be financial.
For a more in-depth look, read the full case study here or browse the presentation below: