In today’s competitive landscape, businesses are faced with countless options for promoting their brands, from social media marketing and websites with SEO to PPC campaigns and traditional PR. But with budgets to consider and the rising importance of ROI, understanding the cost-effectiveness of each channel is crucial. In this blog, we’ll dive into a detailed comparison of these marketing strategies, breaking down their average costs, reach potential, and customer cost per acquisition (CPA).
Social Media Marketing
Average Cost:
Management Fees: Outsourcing social media management to agencies in the UK typically costs between £300 and £2,000+ per month, depending on the number of posts and platforms, if content is to be filmed and created and the level of community management. Source: Expert Market
Advertising Costs: Cost-Per-Click (CPC) and Cost-Per-Mille (Thousand) (CPM) vary by platform:
- Facebook: CPC ranges from £0.50 to £2.00; CPM from £5 to £10. Source: BusinessPrices.co.uk
- Instagram: CPC ranges from £0.70 to £2.50; CPM from £6 to £12. Source: BusinessPrices.co.uk
- LinkedIn: CPC ranges from £2 to £5; CPM from £6 to £15. Source: BusinessPrices.co.uk
Reach:
- Social media platforms collectively have billions of active users, allowing for extensive reach.
- Advanced targeting options enable precise audience segmentation based on demographics, interests, and behaviours.
Cost-Per-Acquisition (CPA):
- CPA varies widely depending on industry, campaign objectives, and targeting.
- For instance, in the retail sector, a hypothetical boutique spending £7,500 on social media ads and acquiring 63 new customers results in a CPA of approximately £119. Source: Shopify
Website Creation
Average Cost:
- Developing a professional website in the UK can range from £1,000 to £20,000+, depending on complexity and features. Once created they will not generate traffic unless additional resources are utilised, these include SEO and PPC, sadly you cannot set and forget a website.
- Ongoing maintenance costs range from £50 to £400 per month. Source: T40 Digital
Reach:
- A website serves as a central hub for online presence but requires effective SEO and marketing strategies to attract visitors.
Cost-Per-Acquisition (CPA):
- CPA is influenced by the effectiveness of integrated marketing efforts (e.g., SEO, PPC) driving traffic to the website. When calculating the CPA, consider the lifespan of the website added to the marketing efforts
Search Engine Optimisation (SEO)
Average Cost:
- Monthly retainers for SEO services in the UK typically range from £1,000 to £3,000. Source: Linkilo
Reach:
- Effective SEO can significantly increase organic search visibility, leading to sustained, long-term traffic growth.
Cost-Per-Acquisition (CPA):
- While initial costs may be higher, successful SEO campaigns often result in a lower CPA over time compared to paid channels.
Pay-Per-Click (PPC) Advertising
Average Cost:
- Businesses in the UK typically invest between £500 to £15,000 per month on PPC campaigns, depending on industry competitiveness and campaign scope. Source: BusinessPrices.co.uk
- Average CPC is approximately £2.50 per click. Source: Reposition
Reach:
- PPC offers immediate visibility on search engines and platforms, with reach contingent on budget and keyword selection.
Cost-Per-Acquisition (CPA):
- CPA varies based on industry and keyword competitiveness.
- For example, in competitive sectors, businesses may experience higher CPAs due to elevated CPCs.
Traditional Public Relations (PR)
Average Cost:
- PR agency retainers in the UK typically range from £1,000 to £5,000 per month, depending on the scope of services.
- Costs for specific campaigns or events can be higher, based on objectives and scale.
Reach:
- Traditional PR can secure placements in reputable media outlets, enhancing brand credibility and reaching diverse audiences.
Cost-Per-Acquisition (CPA):
- CPA is challenging to quantify due to the indirect nature of PR efforts.
- Effectiveness is often measured through metrics like media impressions, brand sentiment, and overall visibility.
Summary
| Marketing Channel | Average Cost | Reach | Cost-Per-Acquisition (CPA) |
| Social Media Marketing | £300–£2,000+/month (management) £0.50–£5.00 CPC (ads) |
Billions of active users; highly targeted | Varies; e.g., £119 in retail sector |
| Website Creation | £1,000–£10,000 (development) £50–£400/month (maintenance) |
Dependent on SEO and marketing efforts | Dependent on integrated strategies |
| SEO | £1,000–£3,000/month | Increases organic search visibility | Potentially lower over time |
| PPC Advertising | £500–£15,000/month ~£2.50 CPC |
Immediate visibility; budget-dependent | Varies; higher in competitive industries |
| Traditional PR | £1,000–£5,000/month (retainer) | Media placements; credibility boost | Indirect; measured by media metrics |
Note: Costs and CPAs are approximate and can vary based on specific circumstances and market conditions.
The following comparison from First Page Sage provides a comprehensive overview of the costs over a 3 year average, reach, and potential CPAs associated with various marketing channels, aiding in informed decision-making for your promotional strategies.
| Organic Channels | B2B CPA | B2C CPA |
| – Email Marketing | $ 510 | $ 287 |
| – Public Speaking | $ 518 | $ 472 |
| – Webinars | $ 603 | $ 251 |
| – Social Media Marketing | $ 658 | $ 212 |
| – Informal Networking | $ 711 | $ 472 |
| – Video Marketing | $ 815 | $ 301 |
| – Industry Trade Shows | $ 1,390 | $ 535 |
| – Podcasts | $ 1,472 | $ 363 |
| – Basic SEO | $ 1,786 | $ 1,201 |
| Inorganic Channels | B2B CPA | B2C CPA |
| – Facebook Ads | $ – | $ 230 |
| – PPC / SEM | $ 802 | $ 290 |
| – Direct Mail | $ 864 | $ 347 |
| – LinkedIn Ads | $ 982 | $ – |
| – Outdoor Advertising | $ 1,690 | $ 301 |
| – Public Relations (PR) | $ 1,720 | $ 379 |
| – Sales Development Reps | $ 1,980 | $ – |
| – TV Ads | $ 2,028 | $ 306 |
| – Radio Ads | $ 2,430 | $ 375 |
| – Account-Based Marketing | $ 4,664 | $ – |
In conclusion, while every marketing channel has its strengths, social media marketing consistently stands out as the most cost-effective, versatile, and impactful option for businesses in 2025. With the ability to reach billions of users globally, precise targeting options, and a relatively low customer acquisition cost, social media offers unparalleled opportunities for brand growth and audience engagement. Unlike traditional PR or PPC, which often come with higher costs or limited personalisation, social media allows businesses to build authentic connections with their audience, building loyalty and trust. When combined with creative content and data-driven strategies, social media marketing becomes not just an alternative but the cornerstone of a modern marketing plan.
If you’re looking to maximise your budget while achieving measurable results, it’s time to double down on social media and unlock its full potential for your business. Speak to us to find out how we can help.
