Where should you put your marketing dollars?
Social media is an important tool to build a community around your business, but is it really the most powerful driver of traffic to your site?
According to SimilarWebâ€™sÂ Global Search Marketing Report 2016,Â search still drives 10 times more traffic to shopping sites than social media. Going even further, the report also demonstrates that paid search is outperforming display ads in most shopping categories.
To clarify however, we are not talking about conversion or brand awareness. We are strictly discussion paid search traffic. We still believe that both strategies should have a place in any businessâ€™ marketing plan.
What this data is telling us however, is where to focus at what time: paid search can help you get new people to your site while social media should be used to keep them interested and get them to know you better.
Armed with this knowledge, you can spend your ad dollars wisely for maximum impact. What you need to determine is what you are looking for â€“ are you looking for maximum exposure or are you looking to build a community?