While watching Mad Men, I realized how much the internet has changed the concept of marketing. Back in the 1960?s, a company would have an in-house team devoted to their entire marketing strategy. Things have changed in the last 50 years. In today?s world, an in-house marketing team has become obsolete, due to the rise of internet marketing. There are two parts to internet marketing in today?s world, search engine optimization (SEO) and direct online marketing (DOM). SEO helps companies get online real estate on a search engine?s results page. The better the SEO, the better placement you have on search engine page. DOM on the other hand, brings customers who are interested in buying a product or service you sell to your site. By combining both parts we create Search Engine Marketing (SEM). SEM is like a tab in a telephone book that would lead customers directly to your business whenever they search for services or products you sell. SEM, if done properly, can help small businesses compete with much larger companies online. Here are some pointers to help you pinpoint your marketing goals and to then design your SEM.
1. Maximize your pay-per-click budget.
To avoid spending more money than you?re actually making from cost-per-click (CPC), ask your marketing agency about the various prices charged for CPC and decide on a maximum bid that coincides with your budget.
2. Target your advertising window.
Ask your agency what sort of timeline they would recommend for your ads. Depending on the type of business you own, it might make more sense to only run your ads on particular days of the week or for a specific time period each day, rather than around the clock, seven days a week.
3. Perform proper keyword research.
Enlist an expert to perform keyword research for your site so that your ads are optimized properly. Ideally, you want to include terms people use when they look for a company like your own in search engines in the body of your ads. You want to use keyword terms that aren?t highly competitive, but that also generate a fair amount of traffic.
4. Optimize your existing website.
Evaluating your website for its compatibility with an SEM campaign and the higher volume of traffic you seek to generate from the campaign is very important. Be sure your site showcases or makes your company?s brand visible, that your site is user-friendly and doesn?t require long load times or a map to navigate. After you get people to your site the goal is to get them to stay for a while. Also, be sure to test how your site functions using a variety of popular web browsers. You don?t want to miss out on reaching a segment of the population because the browser they use won?t allow them to access your site.
5. Monitor search engine rankings.
People are more willing to visit websites that appear near the top of search engine results. Ranking matters if you want to make more sales, so hire an expert to help you employ other strategies that will get your site noticed.
6. Apply seasonal rules online.
Re-evaluate and adapt your SEM strategy to better correspond with changing market trends or even seasons. Make sure you?re constantly updating and adding new content to your website to help your overall ranking.
7. Spy on your competitors
Knowing what your competition is doing to improve traffic and sales is knowledge that can be very valuable to your own marketing strategy. With the help of an online marketing agency, you can stay on top of your competitors? actions and plan your strategy accordingly. With that being said, staying competitive in your niche will require you to do what you can to stand out from the rest; special promotions or products are a great way to do this.
Keep this information in mind when you evaluate how your site could benefit from SEM and you will be in a better position to really capitalize from what this type of marketing campaign can offer. The Alliance Interactive team are experts in the online marketing industry and would be happy to show you how a customized marketing campaign can help you and your online business achieve results you never thought possible.
To learn more about search Engine marketing please visit my website: allianceinteractive.com
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