WHY IS SEARCH ENGINE MARKETING (SEM) IMPORTANT?
Today, I would like to talk about the importance of search marketing for your small business. If you want to bring more customers to your new expensive website, then search marketing is vital to the success of your business!
WHAT IS SEARCH ENGINE MARKETING?
Search engine marketing, or SEM involves the process of promoting and increasing your website's visibility in the search engine result pages (SERPs) through paid advertising, or Pay-Per Click (also known as PPC).
Search marketing encompasses the following marketing techniques
- Search engine optimization (SEO) helps get your website listed on major search engines result pages without the use of paid advertising techniques. It is often referred to as 'Organic SEO'
- Search engine marketing (SEM) might get you targeted traffic through paid advertising. Note that just because you are paying a search engine to be listed on the SERP for a targeted keyword, there is no guarantee that your link will be clicked on, instead of your competition's.
IS SEARCH MARKETING A MUST?
Because search engine marketing is an important part to the success of their business, many business owners seek the help of small marketing agencies able to offer them their search engine marketing services at prices they can afford.
As a small business owner, know that search marketing is an important steps you must take if you want to reach more customers, increase sales and boost your ROI (return on investment), and if you don't, then don't expect consumers to come and knock at your door because they won't and can't find your business online.
"Don't make the mistake of having an expensive website and not having implemented a search marketing campaign!"
Now, to answer the question about whether search marketing is a must or not, I first need you to understand that having an expensive website, with all the bells and whistles, will not bring you customers looking to buy your products or services if you don't believe that implementing search marketing is not important.
Because if you search engine marketing is not important to you, then guess where those customers will go if they can't find your site? They will go to your competition.
"Don't let them take your customers, your revenue today and close your business tomorrow! - SimplerWebs"
BENEFITS OF SEARCH ENGINE MARKETING
Next to organic SEO, Search engine marketing (SEM) is a cost effective way to reach your targeted customers ready to buy. Those customers are at the end of the buying cycle and if you haven't implemented search marketing yet, you are giving those customers away to your competitor - And if you think he/she will say No to those customers, you are mistaken.
HOW SHOULD YOU BEGIN YOUR SEM CAMPAIGN
You just can't wake up one day and say to yourself 'today I am going to focus implement my SEM campaign'. Before you do that, there are some prerequisites you need to acquire and master if you want your search marketing to be successful.
The prerequisites are as follow:
UNDERSTANDING SEARCH ENGINES BEFORE STARTING YOUR SEM CAMPAIGN
Search engines are your customers' first point of contact and that is why you must have a pretty good understand of search engines!
Before you start your search engine marketing, you need to get very personal with search engines. What I mean by that is, in order for your SEM to be successful, you need to understand what search engines are, what their algorithm are, and consitently stay vigilant with their algo updates.
Search engines did not publish their secrets but thanks to many professional SEOs, and many years of testing and the collected data, search engine experts have shared their findings through various venues.
YOUR SEM STARTS WITH YOU KNOWING AND UNDERSTANDING YOUR CUSTOMERS
Now that you got to know search engines better and have a pretty good idea on how they work, your next step is getting to know your customers if you want you search marketing campaign to be a successful one.
But before you start learning about your customers, inside and out, you need to know about your business by asking yourself the following questions (if you believe that you already know about your business, then I don't believe you should continue reading):
- What is my business about? - Is my business a B2B (business to business), or a B2C (business to customers) business
- What products am I selling, or what services am I offering?
- Who are my customers - Am I targeting customers in the US, or Worldwide? What age and gender my customers fall into?
THE SUCCESS OF YOUR SEM STARTS WITH KEYWORD RESEARCH
The success of your SEM, or search engine marketing campaign starts with performing keyword research. You just can't write the keywords you believe your potential customers are entering in their preferred search engine's search box and expect your site to show up on page 1 of the search engine result pages (SERPs).
Doing so might bring you the wrong traffic, which I refer to as 'Window shoppers' traffic - This is not the type of traffic you are looking for.
THE IMPORTANCE OF RELEVANT KEYWORDS FOR YOUR SEM SUCCESS
That list of keywords you have came up with is a good start but you can't just guess which keyword you should be targeting. Your search marketing campaign should starts with a keyword that is relevant to your business and the product you sell or a service you offer.
That keyword should be a seller keyword, which means, it should bring customers that already know exactly what they want and are ready to search, find and buy.
MISCONCEPTION OF SEM AND BUDGET
Many believe that the more money you have for your SEM campaign, the higher the chance you have to win. This is not true. You can spend several thousands of dollars on your Pay Per Click (PPC) campaign and still end up loosing to your competition if you are targeting the wrong type of traffic.
IS SEARCH MARKETING EASY TO IMPLEMENT?
We know it might take some time to see the fruit of your search marketing effort but setting up a marketing campaign will only take a couple of hours. Once setup, it doesn't mean you cannot change the targeted keyword, or make other changes to meet your business needs.
COST OF RUNNING AN SEM CAMPAIGN
Outside the cost of paying a marketing agency to handle your PPC, you are in full control of how much money you want to spend on a keyword, or query on a daily basis. Plus, you will only pay when someone actually clicks on your link found in SERPs.
BUILD SEARCH MARKETING HELP BUILD BRAND AWARENESS
When your site is highly visible the search engine result pages, your would be customers will be able to find your business and see that it is of an authority within your the field, thus will start trusting your business and remember your brand.
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