How Digital Marketing Can Make Your Business Stand Out

April 28, 2016 · Analysis Industry Developments

There are many different kinds of digital marketing, and all are designed to drive traffic to your website. One of the lesser known forms of digital marketing, however, is Search Engine Marketing, better known as SEM. In this blog post, we’re going to discuss the finer points of SEM and how you can use it to build important traffic to your website, thereby boosting your business!

Search Engine Marketing: What is It?

Many people confuse SEM with SEO, but the reality is, they are two very different forms of digital marketing.

Search engine optimization (SEO), is what improves your website content in Google’s rankings (it’s what makes the difference between a website that appears on the second page — and beyond — of Google, and what makes a website appear on the first page of Google; this is important because it’s estimated that 95 percent of people who perform Google searches don’t go past the first page of results).

Search engine marketing (SEM), is what makes your website visible to a broader audience. SEM, unlike SEO, isn’t as dependent on the Google algorithm for results, which implies that for the right price, results can definitely happen.

SEM: Tips, Tricks, and Best Practices

So, how do you make SEM work for you? Here are some tips, tricks and best practices about SEM that we trust you’ll find useful for your own site:

1. Outline your objectives and goals 

Even the best paid search engine marketing won’t generate results unless you outline an objective. Do you want more customers? Then tailor your SEM marketing to include incentives and sales, so that when they click on the link, they can go online shopping directly from the site. Do you want more leads? Then create landing pages for the same result.

2. Remember the ABT acronym: ALWAYS BE TESTING

Don’t just create a campaign and then leave it to twist in the wind — periodically run tests on it to see if it’s effective (or not), and see if there are ways it can be even more effective. Your company’s chief marketing officer will want to see that there’s a good return on investment when it comes to SEM, so it’s within your best interests to make sure you’re getting all the money you possibly can from the investment in SEM.

3. Have a dedicated staff that strictly handles SEM and other forms of digital marketing

In the beginning, you may be handle the majority of this on your own — especially if you’re a small start-up company — but if you want to see lasting results, you’ll want to enlist the aid of a professional to handle your digital marketing for you. Professional digital marketers are up to date with all the Google Panda, Penguin, Phantom and Hummingbird updates, and they frequently know all about the best practices that you may not know about, so they’ll be able to get you the best results.

4. Finally, but certainly no less importantly, don’t be exclusive

In terms of SEM, what that means is that SEM shouldn’t be your only form of digital marketing. When you combine SEM with other forms of digital marketing — such as content creation and management, word of mouth and social media (e.g. Facebook, Twitter, Instagram) engagement — and even some physical forms of marketing (such as paid advertisements, word of mouth and daily customer interaction), you’ll get the best results.


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