Do you worry too much about your target audience, trying to find the right media to reach them through specific campaigns? Know that no matter how well you do your job, some of your audience will likely have no interest in the message you are trying to relay. This is the case of direct response marketers. Compare that to search engine marketing (SEM).
With SEM, everyone reached by your campaign is actually looking for you, your products, or services. Weighing the two approaches, which do you prefer most? The target audience that is likely indifferent to you, or the other that are searching for you?
Of course, you’d consider the group that is searching for you. For that single reason, SEM is the best approach.
Types of Search Engine Marketing
Organic Search. If you are familiar with search engine optimisation (SEO), most of its schemes such as having keyword selection, compelling content, web page optimisation, social sharing, and inbound links are all important. But in organic search, content is considered the king.
The content doesn’t have to be created professionally, engaging, or viral as what most marketers believe. It should provide answers to the target audience’s questions. What you have to do is list questions that your customers or prospects are asking and then create a content to add to a web page.
Paid Search. This SEM type refers to Google’s AdWords. Though Bing and Yahoo have similar programs, they acquire less traffic than Google.
With paid search, you have the power to control your search placement and be able to see instant results. With AdWords, your position in the search results will be based largely on how much you’re willing to pay. But note that you only get to pay when someone actually clicks on your ad as suggested by pay-per-click (PPC).
Local Search. If you make use of this type of search engine marketing, you’ll be able to get found by searchers in your local area.
Notice that when you try to search for a local business on Google search, most likely you’ll be getting a list of local businesses that match your search. They also show up on a map.
Follow these important steps to have your business searchable locally.
- Have your business claimed on Google My Business. You can do the same thing on Yahoo and Bing. For your claim to be approved, you have to submit information relevant to your business.
- Make sure that your Name (Company Name), Address, and Phone Number you provide to all of your submission are the same. Inconsistencies in the provided information may confuse search engines.
- Claim or list your business on online directories as many as you can.
- Encourage your customers to give you reviews online.
To learn more about SEM or search engine marketing, contact us today!