The way to get your website in front of the people who will become your customers is through search engine marketing (SEM). You may have been concentrating your web content on search engine optimization for Google or any other search engine to pick you first, but this is a thing of the past. Search engines are focusing on people, as well as keywords, and your marketing needs to do the same.
How it Works
Being at the top of search rankings is important, and there are guidelines given by search engines that tell you the best ways to improve your rankings. The number one way is to provide good content on your website. This means when someone is looking for information, they find it on your website. You appear to be an expert in the field, and they return to your website often, share it with their like-minded friends and eventually become a customer. In the past, what most people could expect on any website was praise for the business. This won’t work anymore. Content marketing means your website should be written with people in mind and not search engines.
What Your Website Needs
Pay per click advertising is one of the most popular advertising techniques. For a small fee, you pay search engines to generate clicks to your website. Google Ad Words is the most-used platform for this, but paying for clicks is just the beginning. You also need high-quality, brilliant ads. This is the way to increase clicks.
Content marketing is much more that blogs. It requires writers who are knowledgeable about a field and can write relevant, informative material that actually helps people who visit the site. It is not a quick-fix to your marketing strategy, but a long-term effort. Selecting the right keywords and understanding the demographics are part of creating effective content.
Email marketing is one of the best marketing tools available. When used along with and content marketing, you have all of your bases covered. True, social media is important, especially if you can get your blog or vlog to go viral, but email is still extremely effective. Your email marketing campaign needs to keep your current audience engaged as well as growing the number of visitors.
Local Search Marketing
If you have a brick and mortar store front, being optimized for local search marketing is your best friend. Map listings on your site are one way visitors find you, and quality content will get you picked by search engines.
There are many marketing strategies available, and you can take advantage of them all or create a customized plan to take your company to the next level and beyond.