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5 Alternatives to Pay Per Click Advertising Your Brand Should Consider

5 Alternatives to Pay Per Click Advertising Your Brand Should Consider

The foundation of Internet advertising is the banner ad, with the pay-per-click model following closely behind. Google was the first company to make PPC (pay per click) huge, and it works out pretty well for both the advertiser and for the company charging them for the clicks. It’s a win-win for sure, but sometimes you have products or services that don’t seem to work with PPC advertising or you just aren’t getting the response that you used to. What you need is a fresh new approach and that’s why you should consider one or more of these five alternatives to PPC.

We discussed the lay of the land and several alternatives to the PPC with five industry experts to find out what they recommended. Read on to see some of their valuable insights.

1. YouTube Pre-Roll Ads

YouTube has been doing better and better when it comes to their advertising policies and now, with new rules in place for the pre-roll ads, advertisers aren’t going to have to pay for advertising that doesn’t net them any actual results, like the five seconds of an ad that plays before the viewer hits the “Skip” button.

Aaron Hocket, Partner & Sales Team Leader at AltaVista Strategic Partners was the first expert we conversed with. He believes that YouTube’s “True View” will benefit them even more now that advertisers only pay for completed views, and actively encourages their clients in the construction industry to use YouTube instead of PPC.

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He goes on to illustrate how YouTube ads can work as a better alternative to PPC for some a number of specific services, while offering value at the same time:

“One example of how we are using YouTube as an alternative to PPC: Working with a plumber, we will create branded “how to” videos related around multiple residential services such as fixing a leaky pipe under the kitchen sink or unclogging a bathtub drain.” He explains. “Using an exact match keyword strategy within targeted zip codes, we will run the appropriate ads correlating to the search query. A user searches “How to unclog a bathtub drain” and clicks on the first video where we run an ad that starts “The first step to unclogging a bathtub drain.” and are able to capture and 4 minute video completions as we are fulfilling the user’s needs. We end the ad with a powerful call to action.”

2. Email Marketing

Email marketing is a great form of advertising that has quite a few different benefits. Email marketing is definitely more personal than some of these other alternatives and it makes the person think that you are talking directly to them, even if they know deep down that they are one of many. Brad Owen of Never Bounce says that you should be using it as something extra, not as a sole way to advertise.

“If you’re not using a direct form of communication in conjunction with your PPC campaigns, you’re leaving big money on the table.”

“While PPC boosts your traffic needle, unfortunately it does very little for your overall conversions; that’s all up to you and your on-site marketing strategy.”

Brad adds that the average user will require six touches prior to completing an action. Although PPC can bring users to your site, that’s only one “touch.” Email marketing then can account for many more “touches” at once with a great autoresponder sequence.

“Organically growing and nurturing your customer email list is the core to continuous engagement with your customers.”

3. Influencer Marketing

Advertising with an influencer isn’t anything new. In fact, companies have been relying on influencers for hundreds of years, but these days, there are some very specific people who are having an impact on what consumers buy and anyone who wants to get their message heard should be focusing on them.

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“We all know that social trust is key in the future of marketing,” says Noah Everton, a growth strategist at ShoutOurBiz. ”But for a brand to truly succeed and get a head, they should be looking to influencers within their niche. When I consult marketing teams, I always tell them ‘your competition is already reaching out to influencers, how do you plan to stay ahead of their game?’ And usually I’m met with a blank stare.”

Companies like ShoutOurBiz and FameBit help companies stay head of the competition because they are the meeting place between influencers and the brands that want their vote of confidence.

4. Content Marketing

One of the biggest trends when it comes to Internet marketing is the rise of content marketing. At first, only a few were seeing value in this activity, but now even the smallest businesses know that content marketing is necessary and effective.

Christopher Martin, Digital Marketing Manager at Flex MR, believes that PPC advertising is currently suffering through an “image problem.”

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“Ad fraud and blocking have been hot topics amongst online marketing specialists throughout 2015.” He points out. “To make sure you aren’t wasting your 2016 marketing budget, consider investing in an effective content marketing plan instead.”

5. Reputation Marketing

Finally, reputation marketing is absolutely vital and cannot be ignored by any business large or small. In the old days, if you had a few dissatisfied customers odds were they wouldn’t influence any of your other customers. Now, those naysayers might end up costing you tens of thousands of dollars or more because they have a pulpit to preach from. Lauren Edvalson is the CEO of Edvalson Marketing and says that the best online partner for your PPC campaigns is reputation marketing.

There are tons of reputation marketing companies popping up. Organic search results are not showing websites, they are listing companies with five star reviews on review sites like Yelp or Angie’s List. It’s so important to put a strategy and budget to creating customer advocacy programs. Each person who works for your company then becomes aligned with your marketing efforts by asking customers to provide feedback about their experience. Taking it a step further, if you are a sales driven business, incorporating great customer service into the way you measure employee performance will keep your sales people honest and protect your reputation.

Featured photo credit: Josh MacDonald via joshmacdonald.net

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Last Updated on May 22, 2019

50 Great People To Follow On LinkedIn, No Matter Your Industry

50 Great People To Follow On LinkedIn, No Matter Your Industry

LinkedIn is an excellent platform to network with great people to help you in your career and businesses. However, with over 575 million people on the site, who should you follow? This list will steer you to the right people to follow, organized by categories of expertise.

Job Search Experts

You will likely have several jobs throughout the course of your career, and you will constantly need advice on new trends and strategies out there in the job market. Here are the LinkedIn experts who you should follow on these matters.

1. Liz Ryan is the CEO and founder of Human Workplace. Her articles on job searching are filled with creative and colorful cartoons.

2. Lou Adler is the author of The Essential Guide for Hiring and Getting Hired.

3. Dr. Marla Gottschalk will help you make an impact in a new job.

4. Hannah Morgan runs CareerSherpa.net, where she gives expert advice on job searching and how to be more visible online.

5. Alison Doyle is the CEO and Founder of CareerToolBelt.com.

Management Experts

They say that people leave managers, not jobs. These experts in LinkedIn will help you become your employees’ dream manager.

6. Jeff Weiner. How can we leave out the CEO of LinkedIn himself?

7. Nozomi Morgan is an executive coach. She can help you transition from a boss to a true leader.

8. Mickey Mikitani is the CEO of Rakuten. He constantly shares his expertise in managing a global player in e-commerce platforms.

9. Andreas von der Heydt was the head of Amazon’s Kindle Content and now the Director of Talent Acquisition. He has extensive experience in management, branding, and marketing.

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Productivity Experts

By maximizing your productivity, you can win in all aspects of life. The following LinkedIn experts will help you win big in your career.

10. Gretchen Rubin is a happiness coach and the bestselling author of the The Happiness Project.

11. Carson Tate is the founder of Working Simply. She advises us to include play in our schedules.

12. Greg Mckeown is an essentialist. Part of being an essentialist is saying no to many things so that we can focus on the things that matter.

13. Brian de Haaff, CEO of Aha! Labs Inc. provides strategies on how to be productive and happy at work at the same time.

Marketing Experts

14. Sujan Patel is VP of Marketing at When I Work, an employee scheduling software. He is an expert in content marketing and he even shares his ideas on content marketing in 2020.

15. Megan Berry is the Head of Product Development at Rebelmouse, a content marketing and AlwaysOn powerhouse.

16. Sean Gardner will help you navigate the social media landscape. This includes how to use different platforms to help accelerate your career. He is also the bestselling author of The Road to Social Media Success.

17. Christel Quek is an digital and marketing expert. She is the VP of South East Asia at Brandwatch. Their products help businesses utilize social media data to make better business decisions.

18. Jeff Bullas is a digital marketing expert. His blog has over 4 million readers annually.

19. Michael Stelzer is the CEO and Founder of social media powerhouse site, Social Media Examiner.

20. If you’re looking for inbound and content marketing expertise, follow Dharmesh Shah, Founder and CTO of Hubspot.

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21. David Edelman is a McKinsey partner and is at the helm of the Digital Marketing Strategy Practice Department.

22. Dave Kerpen leads the social media software company Likeable Local. He is the author of Likeable Social Media: How to delight your customers.

23. Clara Shih is the CEO of Hearsay Social and the author of The Facebook Era.

24. Aaron Lee is Grand Master of Customer Delight at Post Planner. He is an excellent resource for everything social media.

25. David Sable is the CEO of Y&R, one of the largest advertising firms in the world.

26. Content marketing trumps traditional marketing these days, and who else better to lead you in this area than Joe Pulizzi, Founder of Content Marketing Institute.

Personal Branding Experts

Part of what we market in our personal career is our brand. When people hear your name, what kind of brand comes into their mind? What traits and qualities do they associate with you?

Here are some personal branding experts from LinkedIn to improve your own brand.

27. Dorie Clark is the author of Stand Out and Reinventing You. He can help you craft the professional image you’ve always wanted.

28. Dan Schawbel is the managing partner of Millennial Branding. If you’re a millennial, Dan is the guy to help you craft your personal brand.

Other Notable Experts to Follow

29. Lisa Gates is the expert to follow if you’re negotiating for higher salaries and promotions.

30. If you’re a Baby Boomer, Marc Miller will help you navigate the continually changing landscape of the workplace.

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31. To avoid getting your resumé moved to the “No” pile, read Paul Freiberger’s excellent advice.

32. James Caan provides insightful ideas on careers in general. He is also a serial entrepreneur.

33. Jeff Haden writes on various topics, such as leadership and management. He is the owner of Blackbird Media.

34. If you’re looking for expert business advice on getting new customers and keeping them, follow Jay Baer.

35. Suzanne Lucas, aka Evil HR Lady, is a great human resources specialist.

36. If you need help in using Twitter to boost your career, Claire Diaz-Ortiz can guide you in the right direction.

37. Ryan Holmes is the CEO of Hootsuite, a social media management tool.

38. Customers are the lifeblood of a business and Colin Shaw focuses on revolutionizing this customer experience.

39. Brian Solis often reflects on the future of business and how technology can disrupt our world.

40. Nancy Lublin provides advice on more lighthearted topics, which are perfect after a long day’s work. She is the CEO behind Dosomething.org, a portal designed for social change; and the founder & CEO of Loris.ai and Crisis Text Line.

41. Katya Andresen provides advice on how to manage your career. She was the CEO of Cricket Media and now responsible for the SVP Card Customer Experience at Capital One.

42. Gallup has created a system to test what your strengths are and how to use them at work. Jim Clifton is the CEO of Gallup.

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43. Adam Grant is a Wharton Professor and the author of Give and Take, which provides advice on why being helpful at work can accelerate your career.

44. Hunter Walk is a partner at Homebrew Venture Capitalist Company and has specialty in product development and management.

45. If you’re running a nonprofit organization, follow Beth Kanter for expert advice on this area.

46. Emotional Intelligence is necessary to succeed in your career, and Daniel Goleman is your expert for that.

47. Rita J. King connects science, technology and business.

48. Tori Worthington Rose is a Creative Director at Mary Beth West Communications, LLC. She has extensive experience in sales and digital media.

49. If you’re looking for some advice on how to use writing and personal content marketing to boost your career, follow Ann Handley.

50. Tim Brown is the CEO at IDEO and shares his insights on Leadership and Creativity.

These are just some of the key thought leaders and movers in various industries. They will provide you with constant inspiration, as well as the willpower to pursue the career that you’ve always wanted. Their stream of expert ideas in their respective fields will help you become well-equipped in your professional pursuits.

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Featured photo credit: LinkedIn Sales Navigator via unsplash.com

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