2020, which Digital Marketing channel should businesses choose to bring high efficiency?

Hello, I'm Medio! Thank you for visiting Medio's Blog. Have a nice week everyone!

This week I will write about a topic that many small and medium-sized businesses are encountering in the process of developing their businesses with Digital Marketing.

In working with business owners, I see many people still struggling with not knowing which Digital Marketing channel is appropriate. It costs a lot of money to study courses on Digital Marketing from general, FB Ads, Google Ads to SEO that are not effective enough to be applied to businesses.

Just try it, if you find it's not suitable, then switch to another channel, which is very time consuming and costly, and also causes chaos in recruiting suitable personnel. Sometimes we do the right channel but don't fully understand the channel's characteristics, so we give up midway without waiting until the channel has results.

Warning: In this article, I will analyze channels in detail and guide channel selection for business owners to have the most accurate view. I don't want to divide it into many small articles that make it difficult for you to follow. Therefore, the article is very long so you can save it in your browser or share to continue reading or re-reading when needed!

What are the characteristics of your business?

To choose the right channel for your business, you need to answer the following questions:

• The specifics of your business are B2B or B2C: this greatly affects the choice of channels to use when marketing because the target audience is different. B2B audiences are smaller and more specific, so there will be mass channels that are not suitable or must use that channel in a different way than B2C.
• Product: there are Digital Marketing channels that are suitable for this product, but not for other products. Service products will need different marketing than physical products. At the same time, it affects the target audience such as age, income, behavior,...
• Budget: this is an extremely important factor that directly affects your pocket. If the budget is low, we can only choose 1 or 2 channels that are suitable and bring high efficiency. We cannot run on many channels because it will reduce efficiency. Or there are channels with very low budgets, which are like a grain of salt.

Those are the 3 factors you need to answer clearly, the more detailed and accurate it is, the easier it will be to orient Digital Marketing.

To read the next section more effectively, please help yourself answer the above questions. As Business Owners, we understand the business best, so I think answering these questions will be very quick.

It is always easy for us to choose the path when we know where the destination is.

Evaluate Digital Marketing channels suitable for your Business.

Social network channels

I will evaluate popular social networking channels in Vietnam today: Facebook, Youtube, Zalo, Instagram, Tiktok,...

Facebook

Facebook is currently the most widely used social network from young to young, almost everyone has Facebook and also has many features to suit different marketing methods.

Although Facebook Ads is currently saturated compared to a few years ago due to high competition, it does not mean that FB is no longer effective.

With Facebook, a popular method that businesses often use is to create a fanpage and pour money into Facebook Ads to advertise and sell directly, then the number of fanpage likes will gradually increase.

However, after a while when Facebook was criticized for having too many ads, the Facebook algorithm changed towards more useful content for users, such as increasing the display rate of useful articles from personal profiles. Individuals (especially those who interact often), groups, reduce the display rate from sales posts whether profile or page.

Therefore, posting on the page will definitely reduce the display rate a lot. To overcome this, we can build personal profiles and create groups.

How to apply Facebook will depend on the specifics of the business and the level of creativity of each business. The tools are just that, but using them creatively will bring different results.

Personal profile

Business owners can build a stronger personal profile to become a voice in their industry. Instead of using Facebook in a way that doesn't bring any value and is also a waste of time, use it in a scientific way that brings more value. This can apply to both B2B or B2C businesses.

Build a professional profile connecting with relevant people. For B2B, those are influential people in the business. Customers, for B2C, those are potential customers.

Everyone can do this by actively sharing and commenting on useful things in groups related to your industry or with a large number of potential audiences. For example, if your business sells functional foods related to reflux and stomach problems, you can share useful information articles at associations for people with reflux and stomach problems, etc.

And even on your own profile. Usually, people who find the information useful will pay attention and look at the writer's profile. If your profile doesn't have much useful information, they will follow it.

Please note that you should limit posting advertisements about your products and services. Posting on groups, absolutely do not include product advertising because it will be counterproductive. On profile posts, I sometimes add a few ads. Today's users are very sensitive to advertising information.

Everyone should pay attention to editing their self-introduction so that it is attractive, including their job information, such as Founder of abc,... so that others can know what work they are doing.

Building a profile requires a long process, you should not be too hasty, do not buy accounts with many followers or create many accounts to spam. Just focus on investing in a good profile and you'll make good money. When building, simply think that you are using Facebook as normal, and creating value for the community, then you will be motivated to do it in the long run.

When you actively contribute to a certain community, you may be invited to become an admin or mod, so you will have more of a voice in the community and more people will know about it.

Community (Group)

As I said above, you can take advantage of groups faster by sharing and being active in a group that already has many members.

However, we should still create a group for ourselves to ensure initiative and longevity. Creating a group can be done in two ways:

– Community group supports customers or potential customers of the Enterprise. This group can be named by business or product name. The purpose of the group is to increase the connection between businesses and customers, and between customers. Helps businesses receive customer feedback and suggestions in a timely manner. This group will be very suitable for businesses whose products customers can buy many times such as: digital products, services, B2B,...

– Potential customer community group This group will help businesses expand their customer file, purely for free community. Act as a funnel to welcome your potential customers. For example, for businesses selling green products, it can be "an association of people who like to live green", for publishing and training companies, it can be "an association of people who like to read books",...

Everyone can consider their goals and choose the development direction they desire. Or you can create both types of groups as above. But you should not create a group that mixes both audiences because negative feedback can cause you to lose potential customers, and that information will spread very quickly instead of being supported in a group. private.

Fanpage (Facebook Ads)

Even though fanpage is no longer as effective as before, that doesn't mean we should ignore it. The fanpage will be considered an official statement from the business. But instead of just posting sales content, you should post useful information, tips related to your customers, and viral content that users can easily share to increase interaction.

However, the content must be appropriate to the customer base and brand of the business, not to turn the page into a place to post junk information to attract cheap, random views. You can follow big businesses to learn how they do things. Such as Durex,…

When running FB ads, you can run ads for useful articles, not direct sales ads. I often choose advertising methods to bring customers to my website. Although the price may be higher than interactive articles, the audience will be of better quality. And when we bring traffic to our "home turf", we will also have customer data and feel free to do many "cool things".

Pulling traffic will also help us increase Google search rankings (SEO) for the Website.

The advertising tools Facebook provides are the same for everyone, but just like a knife or a fishing rod, how to use them? Effective or not? It depends on each person's ability.

• Facebook videos

Video is the fastest growing content in recent years, users tend to sit for hours watching one video after another. Facebook has a mechanism to suggest similar videos that users are interested in, so videos will more easily reach users for free.

Businesses can take advantage of this type of content to increase effectiveness. The first 3-5 seconds are very important for the video to decide whether the user will continue watching or not. Everyone please take note of this. Everyone can learn more from the videos of the parties, especially Thailand's TVC. The content is extremely attractive and you have to watch it until the end to know what the advertisement is...

Youtube

Needless to say, everyone knows how popular Youtube is now, right? This Google Video content platform is ranked 2nd in the world. Youtube's advantage over Facebook is that users are extremely diverse from the elderly to children a few months old, from low income to high income, from computers, mobile phones, tablets, televisions, and even cars. .

The explosion of YouTube stems from the popularity of the video content I mentioned above. And YouTube's commission sharing mechanism from advertising to content creators (Youtubers, Vloggers) makes the content on YouTube extremely diverse, high-quality and suitable for different audiences.

To take advantage of Youtube, I have a few suggestions for you:

Use KOLs, Vloggers.

Businesses can sponsor clips of Vloggers with many subscribers that are suitable for their products to become more known by paying fees as agreed with the vloggers (each vlogger will have a different fee depending on on the number of subscribers, products, etc.), sponsor product reviews, provide discount codes for their Subscribers,...

The benefit of this is to take advantage of the influence of vloggers to make the product known to many people, and their fans will also have more sympathy for the product because they love their idols.

Note that you need to find suitable vloggers to be highly effective and save costs. The most important factor is: Who is the audience watching that vlogger's video? Does their image match your business? You can't advertise Kha Banh's English center product on YouTube, right?

Next, how is the interaction rate (views, comments, likes/dislikes) compared to their number of subscribers in previous videos? Many subscribers but poor interaction is not as good as someone with 5 times less subscribers but strong interaction and suitable audience? (Their sponsorship price will probably be cheaper too)

Develop Youtube channel

If possible, developing a Youtube channel will help you reach many people very quickly thanks to the large number of users and the very good video suggestion mechanism, which also supports users in searching very well.

Each business and product will have appropriate content types for themselves. The special thing about Youtube is that the content on videos brings infinite light. These can be product instruction clips, product usage tips, viral clips, instructions, product making processes, business introductions, etc.

If you are selling coconut oil, don't hesitate to make a clip showing how to make coconut oil at home, including your business's coconut oil production process. Because users will see it, but after 1 or 2 times doing it, they will remember the product and buy it. hehe.

For furniture, construction materials, and design companies, it can be a video capturing the sparkle of customers' finished products and the care during construction. There's nothing more trustworthy than customers being able to see actual images, right?

One thing business owners should note is that Youtube has its own algorithm mechanism, when videos are considered useful they will be ranked higher when users search on Youtube, or are suggested, then the channel has will grow explosively very quickly. But achieving that will depend on many factors, especially content.

Therefore, this is a channel that needs long-term and steady development, so it requires perseverance. Therefore, you should not judge after only 1 or 2 months that it is not effective.

Don't be too demanding of perfection to hire a crew or invest too much so that after a few clips you can't keep up. This is a long road. If you don't have the conditions to make professionally edited videos, you can do it with just a phone and an editing app on it. Many of the clips are extremely simple but still have very high views. Please refer to it and try to explain why!

Zalo

Zalo is currently the most popular social media, calling, and texting app in Vietnam with many features suitable for work exchange and communication such as PC version, sending files, creating appointments,... without being corrupted. mixed with a lot of information like Facebook, the app is also lighter than Messenger so it is also very popular with office workers.

With this Zalo channel, businesses can use it similar to Facebook channel with features such as Zalo Page, Zalo Ads, Shop selling on Zalo,...

Zalo Ads will of course not be as optimized as Facebook Ads. I also find the current target of Zalo Ads quite sketchy as it only allows targeting by gender and location. Such a targeting method will be suitable for businesses selling mass products such as shoes, clothes, unsecured loans, pawnshops, etc.

Zalo Ads will also let you Import SDT to advertise on these Zalo, but this requires a large amount of data to be worth running. Retail businesses can best use this method to remarket to their old customer files.

For B2B businesses, the Zalo channel can be used as an exchange, support group, or community between Customers and Businesses. However, there are some inconveniences: Zalo is only suitable for small groups. If the group is large with many people chatting, it will be very confusing and constant notifications will make other users uncomfortable and leave the group or turn off notifications.

However, the strength of the group on Zalo is that when you need to send notifications, it will be very fast and convenient because many people use Zalo as their main communication app.

Instagram

Unlike the diverse audiences like the social networks I shared above, Instagram focuses on young audiences from around 30 years old and under.

Because Instagram is a social network specializing in images, used almost exclusively on phones, the audience on Instagram is typically young, dynamic, aesthetically pleasing, likes to take photos, likes to travel and Share beautiful moments.

For that reason, Instagram is very suitable for B2C companies in fields such as: Travel, Fashion, Design, Cuisine,... Many small shops sell on Instagram very well, with conversion rates. high, refund rate is less than Facebook.

Instagram allows you to create a personal account or a business account and can switch back and forth between these two types of accounts.

With a business account, you need to link to Facebook Page and be able to run ads. Business accounts will also have some features such as contact buttons, interactive statistics section, etc.

With Instagram, businesses can develop their accounts in two directions:

Instagram Ads.

Instagram is owned by Facebook, so you can run ads from Facebook's ad manager by linking your Instagram account to your Facebook Page.

You can also run ads from the Instagram App on your phone. However, I recommend that you use Facebook's advertising manager because it has full features, statistics, and better audience targeting.

A small note that the photo and video format on Instagram is square. You should use photos and videos in the correct format.

Increase Followers naturally.

Increase followers naturally but not naturally.

You can increase interaction by posting sponsored articles from accounts with many followers (KOLs, Influencers,...) similar to the Youtube I mentioned above.

Another way is to interact and follow other accounts so they can follow you back. Previously, I also did this automatic interactive service. However, Instagram has now blocked interactive bots, so such services are no longer as effective as before. However, you can also experiment by following it manually.

You can read more articles: Forget about Instagram, are you ignoring the treasure trove of gold? that I wrote to understand more!

Tiktok

Tiktok is a social network originating from China that has developed at lightning speed in the past 2 years. Tiktok allows users to create and share short, highly entertaining clips. With powerful, easy-to-use editing support tools, especially a huge music store, clips on Tiktok are very easy to create trends.

Many trends on social networks originate from Tiktok. With such characteristics, Tiktok is a very hot social network channel for generation Z. You can try surfing Tiktok a few times to understand why it is so hot, it is very addictive because of the short clips, making you I can't stop laughing or drooling because of the hot girls there. Because the clips are very short, you can scroll continuously without getting bored. When you look at the clock, you realize you've been online for a few hours,...

Tiktok currently also supports advertising for advertisers in Vietnam. You can find out if your target audience is generation Z - the future children of the country.

Hearing that, you may feel that Tiktok is more suitable for B2C businesses. This is absolutely right. However, for B2B businesses, if they have suitable products, they can use Tiktok by creating trends themselves.

For example, if you specialize in producing a product for businesses that provide products to young people, you can create a trend on Tiktok. When it becomes a trend, demand for that product will increase, and you will benefit from this.

Key points

Those are some of the popular social networks today. There are many other social networks with special characteristics such as: Linkedin, Snapchat,... I will summarize the main key About social networks:

• Everything I write above is my personal understanding. Businesses can apply creativity in their own creative ways. Just because no one has done it doesn't mean it can't be done.
• When just starting out, choose 1 or 2 social networks that you think are most suitable for your business to deploy first instead of spreading out across many different social networks. The characteristic of social networks is that the more crowded they are, the stronger the interaction and the faster the development will be. Focusing on building a YouTube channel with 10k subscribers is better than spreading out 3 or 4 poor channels with a few hundred followers.
• B2B businesses can also successfully apply social networks if they know how to use them properly.
• The common point of social networks is that they all have advertising and develop naturally. Initially, advertising can be used as leverage, but the main goal is still to build quality content that is useful to users for long-term development and low cost.
• Don't turn your social network page into a classified ad page full of posts selling products, no user wants to follow a page that doesn't bring any benefit but only advertises itself.
• Always remember to attach tracking codes to save customer audiences (for Facebook it is Pixel, for Youtube - Google it is remarketing code)
• Take advantage of suitable KOLs and Influencers to increase reach and create sympathy from their fans.
• Social networks are a great place for you to connect and receive feedback from customers. Good reputation spreads far, bad reputation spreads both far and fast. So let's do it well!

Don't joke with the online community, a fly can cause a business to lose billions of dollars or even go bankrupt

E-commerce platforms (Tiki, Shopee, Lazada, Sendo,...)

E-commerce platforms are currently a money-burning battle for the big guys. Each e-commerce platform will have a different business and promotion strategy. Their current goal is to attract as many users as possible, so they spend a lot of money on advertising, promotions, and free shipping.

In this war, any opponent who is not strong enough will be eliminated from the fight. Many e-commerce platforms, after a period of not being able to survive, have retreated into the past, most recently Adayroi, or the killing of Sendo and Tiki. , or have to sell yourself like Lazada.

The people who benefit the most from this competition are the users who buy products when they continuously buy products at cheap prices, Big Sale, and free shipping.

Therefore, e-commerce platforms are recently a trend that cannot be ignored whether you are an individual seller, a small shop or a business.

Wherever there are customers, we are there!

This will be where we can reach customers easily because the number of visitors coming to e-commerce sites is huge. E-commerce sites all spend a lot of money on Remarketing, so when customers see our products there, they will be followed everywhere to increase the purchase rate.

You can sell products on any e-commerce site you want, or all sites, as long as it is suitable. Registration is also very simple, you just need to register to sell on their website. The care staff will enthusiastically support you and also advise you on ways to help you sell better there.

In my opinion, selling on e-commerce platforms is still more suitable for B2C businesses.

However, you must understand that you are selling on their property so you need to comply with their rules of the game. And sometimes you will have to endure "resentments" for yourself, and also lose your initiative.

I also evaluate that at the present time, due to many promotions and free shipping, the number of customers is large, but the exchanges cannot burn money forever, at a certain stage they will need to make a profit, then the number of buyers Products will definitely decrease.

Key Points

• E-commerce floor is a channel that helps you reach customers quickly with large traffic of the floor.
• Reviews from customers who have purchased on the floor are extremely important factors. Encourage customers to leave positive reviews or giveaways. Handle bad reviews well.
• You can take advantage of the platform's paid advertising packages to increase efficiency.
• Optimize product information to achieve high rankings when users search for keywords in the search box on the floor.
• You should not be too dependent on e-commerce platforms.

Therefore, consider the e-commerce floor as a channel to reach customers, do not rely too much on it. Always have to think of ways to attract customers to your home turf so you can go a long way and always be proactive.

For example, taking advantage of e-commerce platforms, selling at low prices to attract customers and get their data. Then, you use that data to advertise and cross-sell other products to the same customer audience, for example. This will optimize your profits.

So what is the "home field" that I want to talk about here?

Website

This is a channel that I really like and rate it very very very... (n times "very") important whether you are a business, individual, B2C, B2B, you need to have it.

This is the "home field" I want to talk about. I often compare the Website to your store, and Social Networks and e-commerce platforms to your products sold at the supermarket.

It is impossible to say which channel should be used better than the other, because for business people, the important thing is which channel is effective, and how to use it properly. I'm not saying you have to make a website and neglect other channels like social networks and e-commerce platforms.

On the contrary, they complement each other. Many advertising channels will be better when you have a website, and a website can also help you increase the number of users on other channels.

But the website is different from other channels in that you can proactively control everything from design, content, how it works, customer data, etc. Really, the experience includes testing and optimizing the website. bring you exciting feelings. There are many things we can learn and apply when operating a Website.

As Jack Ma said, today's era has moved from IT (Information Technology) to DT (Data Technology), a website will help you collect customer data and use it on different media channels such as Facebook, Google,…

Writing about websites is not enough, every day there are new things updated. Therefore, I will only summarize the things that I think business owners need to know. More specifically, how can you find information?

What types of websites are there? 

For different purposes, we need different types of websites. I will classify website types and give experiences and suggestions on how to use them.

Landing Page

To put it simply, a landing page is a landing page where you send customers to call for an action such as purchasing, registering for a trial, booking, leaving information, etc.

Landing Page will help you increase your conversion rate because it can direct customer emotions thanks to the arrangement of content from top to bottom and attractive call-to-action buttons.

You should read the article: “Learn and design your own effective Landing Page from A to Z” to be able to design an effective Landing Page. Very specific article that even a beginner can do quickly!

Landing Page is essentially a website but is much simpler than other types of websites because of its simple structure with just one page without subpages. Therefore, when talking about landing pages, I often use the word website to refer to websites that are more complicated than landing pages.

Landing page will be suitable when you focus on selling a product or service or want customers to take a certain action. For example: real estate landing page for a certain project, landing page for selling Tet gift sets, recruitment landing page, landing page for seminar tickets, book launch landing page, course registration landing page, leaving landing page information to receive gifts,...

As I said above, making a landing page will be much simpler than a website and with drag and drop platforms like Ladipage you can self-designed and clone dozens of landing pages quickly.

Information website

Information websites are websites that provide information such as company introductions, blogs, news, product information... or you can also combine them into one website that both introduces the company, provides product information, and provides information. ie.

The design of an information website is more complex, so it will cost more than a landing page. Design price will depend on your design requirements.

This type of website should use WordPress because of its popularity and large support community, so you can easily edit, upgrade, and add features later.

This type of website is suitable for most businesses whether B2B, B2C, Services,... as long as you do not need the ordering feature on it.

Sales website

Unlike the information website above, the sales website will have additional shopping cart, ordering or payment features on the website.

This type of website is more complicated and often costs more than a regular website. Depending on your feature requirements, there will be different prices from a few million, a few tens of millions to a few hundred million,...

With simple sales websites, the features may only be shopping cart, ordering and order notification.

But today's multi-channel sales websites also have features that turn many order processing staff into unemployment... These websites will support you in processing orders, keeping inventory at branches, and synchronously linking with customers. e-commerce platforms, linking to automatically transfer orders to shipping parties, managed by mobile app...

When these things are done automatically with just a few clicks with absolute accuracy, you will reduce the number of employees who processed orders manually before.

To better understand the most popular online sales platforms today, you can read the article: "Which platform should I choose as an online sales website?" to make the right choice.

What do you need to cost for a website?

This is probably of interest to many business owners. Website costs will usually include the following costs:

• Domain name: this is the cost to buy your domain name (website address). Like my current blog is media.finance. This fee will be paid annually. Depending on the domain name extension, there are different prices. For example, .com domain name costs about 300k, .vn about 800k for the first year,...
• Server, VPS, hosting: to operate and store your website on the Internet, you need to rent a server. Servers, VPS, hosting have similar uses, only different in performance and size. You can understand it as comparing between means of transportation such as bicycles, motorbikes or cars. The cheapest hosting is for small websites, then VPS (virtual server), and even larger is physical server. This fee depends on the size of your website and the amount of traffic, but the price ranges from several tens of thousands/month or more.
• Design fee: this is the fee paid to the parties to design the website according to your requirements. Depending on your requirements, website designers will quote you a website design price. If you want to invest in the long term, don't go for cheap websites. Find yourself reputable design units.

That's for regular websites, but for system websites like Ladipage, Sapo, Haravan,... the design, hosting, and warranty fees are already calculated together unless you have special requirements.

Key points

• A website is a must-have for businesses in this day and age.
• Website is a very important asset of a business and needs to be seriously invested and closely protected.
• Choosing the source code to do initially is very important, affecting future editing and upgrading. You will not want to waste the effort of building website content to redo a new website because it cannot be upgraded.
• Optimizing and building a website is a long, continuous journey. Don't just finish it and leave it there.
• A good website is a harmonious combination of brand identity, design, content and user experience. Not from the subjective opinion of the company director, let someone with more experience advise you.
• 90% access today comes from mobile devices, websites need to be compatible with many devices, have a simple interface and fast loading speed.

If you want me to help advise whether your website is okay or not, you can send me a request in the comment section. I will help you check for free.

You can read more articles: “Mistakes when designing a Startup's Website” to avoid possible mistakes (the startup title is just to attract views, but any business can read it!)

Below are Google's Digital Marketing channels, this is the channel that I currently like the most and also use the most because it is highly effective. A channel that I think businesses, whether B2B or B2C, should think about first. The reason I put this channel below is because to use these channels, you need to have a Website.

Google Ads

This is Google's paid advertising channel, formerly known as Google Adwords. Basically, Google Ads will have 2 forms: search ads (Google Search) and display ads (Google Display Network). Depending on the goal of the campaign, you choose the appropriate campaign type.

Google Search (Search Advertising)

Search ads are ads displayed on user search results on Google. When you search for a keyword on Google, the results display the word “Advertisement” that is search advertising.

Search ads are usually displayed in the first 4 results at the top of the page and 3 results at the bottom of the page.

In addition, if your website is a product selling site, you can use Google Shopping ads. When customers search for keywords related to the product, image ads, product names, and product prices will be displayed for users to click on. Currently, popular sales website platforms such as Woocommerce (WordPress), Shopify, Sapo, Haravan all support you to list products on Google Shopping.

Search ads will be displayed using the keyword auction method, which means that at the time a user searches for a keyword, there are many websites running ads for that keyword. The website with the higher bid will be evaluated by Google. Better prices will be displayed first.

Note that bid price is an important factor but not everything, Google also uses many other criteria. For example, if your website bids a little lower but is considered by Google to have good advertising content, the website brings many benefits to users, it will still be ranked higher than websites with higher bids but poor quality. .

Advertising prices will be calculated based on the cost per user click. You can choose to have Google optimize for multiple visits, multiple conversions, etc.

Advantage:

• Fast: Search advertising will help you quickly sell products and test effectiveness.
• Most users have needs so they search for information.
• Easy to adjust budget: you can easily adjust the budget each day, each campaign, each hour,... and increase the budget on highly effective campaigns or keywords.
• Can measure conversions such as registration, purchase, leaving information,...

Defect:

• Expensive and not long lasting.
• Easy to be played by opponents by using virtual clicks.

Display advertising (Google Display Network)

Display ads are ads in the form of banners, videos, photos, titles with links on Google or Youtube partner websites.

With a huge partner network of websites that make money by cooperating with Google ads such as newspapers, news, blogs,... and Youtube, you will be able to cover every corner of users on the Internet. The important thing is whether you have enough budget or not.

I often use display ads to remarket to audiences who have visited the website or performed a certain action. This will follow customers to remind them to make a purchasing decision.

When running display ads, you should target customers as specifically as possible to avoid burning your budget ineffectively because GDN will almost run out of money no matter how much budget you put into it.

The point you need to note is that you should block all advertising displays on channels and websites with content related to children because it will waste a lot of budget on virtual clicks when children watch videos on Youtube. Especially, while on vacation during this pandemic season!

Google Ads is very suitable for seasonal sales or short-term campaigns. Combining Google Ads with Landing Page is great!

However, as I emphasized above, the Google Ads channel is very effective but not long-term. You should not depend on it because in the future the bid price will definitely increase due to increasing competition.

So, consider Google Ads as a channel to help you quickly sell or test effectively. Our long-term goal is to have natural (free) search results on Google, which is something you must always keep in mind if you want your business to develop long-term in the online environment.

Google SEO

SEO (Search Engine Optimize) is search engine optimization. There are many different search sites, but the strongest and most popular is still Google.

Previously, when we wanted to learn or ask a question, we had to find it from books, otherwise we had to ask someone with experience. Now, we just need to go to Google and search and we will get the answer for ourselves.

If you don't know something, just google it

Now we don't even need to go to Google.com, we just need to type the keyword right into the browser bar and it will automatically go to Google. Now we don't even need to type, just search by voice, the answer will appear before your eyes.

Unlike Google Ads, when users search for SEO results, they will be natural results, without the words "advertisement" on the results. You also don't have to (and can't) pay Google to display results.

Is it true that when you buy anything or search for anything, you always think of Google first? Therefore, Google SEO is a very long-term exploitation channel for businesses. If you can develop this channel, the number of customers you can reach is huge.

Whether businesses are B2B, B2C, Retail, Service, Cosmetic, Dental, Septic Tank Cleaning, etc., they can all exploit Google SEO well.

Advantage:

• Natural results should be trusted more than paid results by users.
• No need to pay Google.
• When a keyword reaches the top, many longer or related keywords also have a higher chance of reaching the top.
• Unlimited number of clicks: because you don't have to pay Google, the more people search for keywords, the more customers you can reach.
• Can be exploited for a long time: Once you reach the top, you just need to maintain to keep your website at the top, you will have a long-term, stable source of customers.

Defect:

• Waiting time for results is long.
• Requires a lot of specialized knowledge.
• Difficult to rank high with competitive keywords.

With the above characteristics, I think the businesses that should do SEO are those that are already operating stably, operating relatively well, and also have other channels to sell without having to depend on just waiting for effectiveness. SEO.

Because it takes a long time for SEO to be effective, a new business with little capital may not be able to wait until SEO is effective before it will go bankrupt.

SEO is a good channel to reach customers, but don't worship it

You should also start with Google Ads Search first to get early results and know which keywords will be effective to have an SEO plan for that keyword.

In order for your website to "get to the top of Google" - meaning to be displayed on the first results on Google, you need to optimize the website well so that Google considers it useful to users and will be given priority for display.

Google has hundreds of evaluation criteria to determine keyword rankings for your website and is constantly updated.

So what is considered an optimized website? There are many factors from technology, content, external links, etc. that will make you "go crazy". I see many business owners spend money to take SEO courses but still do not understand anything to implement, learn tips and tricks from training centers to apply randomly without understanding the nature of the problem, a waste of money & effort...

I have no problem with the centers, but in a short course you cannot absorb all the knowledge you need to know. In particular, in SEO there are many related technical terms.

It is not a coincidence that the SEO profession exists. If you are a business owner, focus on your work to develop the company and leave SEO to those with more expertise.

I will give two directions for businesses to develop SEO. You can refer to it to make the right choice for your business!

Self-SEO (in-house team)

Businesses can choose to build their own SEO team within their business if they want to be proactive in doing SEO.

I see many businesses do this by recruiting people to write articles on the website. This will be suitable for small businesses with small budgets and can only be done with keywords that are not too competitive and have few visits. . Otherwise, you will not be able to compete with more professional SEO businesses.

For businesses with larger budgets that want to build a professional SEO team, they should at least hire a leader with a high level of SEO expertise to be able to direct, assign tasks, and control the writers. , go to link,…

Because SEO is a long-term process that is not measured in months and years, and is not immediately effective, if you do not have direction and go the wrong way, you will have lost a lot of investment costs. Sometimes we even have to destroy all the old ones because the old team went the wrong way and violated Google's policies, so they were fined.

I believe that absolutely no business wants that. Another thing is that it is often very difficult to recruit this type of employee because if they are a little good, they will run their own business, or work at large businesses that invest in SEO instead of other businesses. small.

For small businesses that want to do their own SEO, I think they should focus on niche keywords, building product page content, and articles that are useful to customers (focusing on quality instead of quantity).

The cost for an in-house team is not cheap, but you will be more proactive in your work.

Hire SEO Agency

This is the solution chosen by many businesses, with higher specialization. Business owners can also focus on developing the advantages of their business rather than wasting time learning and investing in building an SEO team.

As I said above, building an SEO team is not simple because issues related to results require a long time, techniques, and difficulties in recruiting good personnel. So many businesses hire agencies to consult and implement SEO. Anyway, Google SEO is just a channel to reach customers, not the only channel. Businesses will focus on operations, customer care, and better product development.

Hiring an Agency has the benefit that you will be advised on SEO direction to have the right direction from the beginning. When implementing, you will also be guaranteed to be effective, avoiding waste and ineffective results when doing SEO yourself.

However, scams, indiscriminate commitments that are ineffective, and a waste of money also often happen when you hire SEO. Especially when hiring freelancers and small SEO companies at cheap prices.

So how to choose a good Website SEO unit?

• Conscientious consultation

A caring unit will advise the best solution for customers, not trying to find ways to close the sale by any means. I'm very allergic to the type of consultants that paint a rosy picture for customers. After committing to SEO, you'll make sure you get customers and everything. SEO only helps people visit the website, whether or not sales depend on the website content, products, and sales of the business.

• Sustainable SEO orientation.

Sustainable SEO is a school of SEO that focuses on user experience, providing valuable content to your website visitors. This is exactly what Google wants, the root is always to bring benefits to customers. When you follow this SEO method, you won't have to worry about being penalized by Google or disappearing from the top every time Google updates its algorithm.

Avoid SEOers who shoot backlinks, give tips, and tricks a lot. This can help your website climb to the top quickly but is not sustainable. What you need in SEO is to be able to develop sustainably.

• Experience with projects in the same field.

If agencies have done a lot in your field, they will have better implementation experience such as content, market understanding, etc.

• Reputation

Always prioritize reputable businesses over price to avoid losing money without bringing results.

Hopefully the criteria I listed above will make it easier for you to choose a website SEO unit. However, I understand that it is difficult for you to evaluate whether an SEO unit is good or not in the industry, especially for businesses with low budgets who want to hire cheap Freelancers.