If you’re a small business working with a limited budget, then it can be really tough to decide how to use the time and resources you have available to get the best results. Do you pour all your efforts into directly driving traffic to your site and pushing conversions through content marketing, or do you try to push your rankings up to get in on all that sweet sweet search traffic? Should you try both?
With limited resources, its often better to focus your efforts, so that you can, for example, reach the front page of the search results, instead of page 3 or 4 (which won’t do much for you). Conversely, you don’t want to half-heartedly get into content marketing, because the quality of the content probably won’t be high enough.
Of course, it’s always best to take a holistic approach and to create a fully integrated digital strategy. When you don’t have the resources yet, though, you have to find somewhere to start.
Rand Fishkin, hosting Moz’s Whiteboard Friday back in 2013 took a good look at how you can make this decision so that you get the best results possible when you’re starting your digital marketing strategy.