You are likely familiar with the old 80/20 rule. 80% of your production comes from 20% of your employees, or money investments, or whatever. Well, online, there’s another 80/20 rule. It says that 80% of your website’s traffic comes from the search engines. The other 20% comes from other sources (direct, social media, etc.).
The actual number is more like 85/15, but let’s not count pennies. The point is, if most of your traffic is coming from search engines, then the majority of your budget should be in search engine marketing.
If you have $1,000 to spend on Internet marketing, you don’t want $800 of that going into social media when most of your traffic is going to come from the search engines. Instead, you should allocate 80% of that ($800) to pay-per-click advertising, blogging, and content creation. The remaining $200 can go into video marketing, social media, and other non-SEM activities.
This isn’t a matter of effectiveness. You can always test the waters and see if you get better results from video marketing, social media, or non-SEM marketing initiatives. If so, then by all means put more money into those channels. But you need to start with a base. That base is 80% search engine marketing and 20% other.
When you have a solid base from which to start your Internet marketing initiatives, it’s easier to track your results. You can set better goals and you can allocate your marketing budget appropriately.