In today’s digital world, businesses have many marketing channels to choose from for marketing and advertising. Search Engine Optimisation, Pay-Per-Click, and Social Media Marketing are the most prominent options. Each channel has its advantages and drawbacks. This decides where to invest your resources an important one for the success of your business. In this blog, our digital marketing agency will delve into each channel. We will analyse the pros and cons of each, helping you decide which could offer you the best ROI for your business.


Before beginning to invest your time and potential money into a particular channel, our digital marketing agency suggests looking into keywords. These will be relevant regardless of which channel you opt for.

Keywords are the terms and phrases that users input into search engines when looking for information, products, or services. Integrating relevant keywords into your marketing and website helps improve visibility and enhance your business’s online performance. There are plenty of keyword research programs out there, such as Google Keyword Planner, and Semrush.

Now let’s dive into the different marketing channel options for your business:

SEO – Search Engine Optimisation

SEO involves optimising your website to rank higher in search engine results organically. It’s a long-term strategy that focuses on creating quality content, improving website structure, and earning backlinks. Every page and blog your website has will contribute to this.


  • Sustainable results. Once you achieve higher rankings, the traffic can be consistent over time.
  • Credibility and trust. Users often trust organic search results more than paid ads.


  • Time-consuming. SEO efforts may take months to show significant results.
  • Constant algorithm changes. Search engines regularly update their algorithms, requiring ongoing adjustments to your strategy.

PPC (Pay-Per-Click)

PPC advertising allows businesses to bid for ad placement in a search engine’s sponsored links. These show up when someone searches for a keyword related to their business. Advertisers pay a fee each time their ad is clicked. You’ll see this sit above organic rankings.


  • Immediate results. PPC campaigns can generate traffic and leads quickly.
  • Control over budget and targeting. Advertisers have control over how much they spend and who sees their ads.


  • Ongoing costs. Costs are incurred with each click, making it a continuous investment.
  • Limited credibility. Some users may skip over ads in favour of organic results.

Social Media Marketing

Social media marketing involves creating and sharing content on social media platforms. This is a fantastic way to engage with your audience and build brand loyalty. It includes both organic (unpaid) and paid strategies, so is a best-of-both-worlds option.


  • Broad reach. Social media platforms have billions of users, providing a huge audience.
  • Engagement opportunities. Building a community and interacting with your audience can increase trust.


  • Evolving algorithms. Platforms change algorithms, affecting organic reach and requiring adaptation. It’s vital to keep up-to-date with how to work with each social media channel.
  • Largely saturated. The volume of content on social media can make it challenging to stand out.

Monitoring Your Metrics

Monitoring marketing channels is an important aspect of any digital marketing strategy. Regularly assessing the performance of your channels is vital. It allows you to understand what’s working, what needs improvement, and how to optimise your efforts for better results. We recommend looking into keyword rankings and analytics to understand performance.

By monitoring and adapting your strategies, you can maximise the effectiveness of marketing.

The best channel for your business depends on various factors. These include your particular industry, target audience, and marketing goals. Our digital agency recommends a holistic approach that combines SEO, PPC, and social media. This often leads to the best results for our clients. The reasons for this are SEO provides sustainable, organic traffic, PPC offers quick and targeted results, and social media fosters brand awareness and engagement.

Contact Us – Digital Marketing Agency Guildford

If you’re looking to branch out your marketing into different channels, our team is on hand to help. Our Account Managers focus on getting you the best return on investment with your marketing. We provide services within all channels so we can find what works best for your business. For help from our team, call us on 01252 413757. Alternatively, you can fill in our ‘Get in Touch’ form (