Do you regularly publish helpful, useful articles, videos or other types of media that are popular and well produced? Do you write for actual human beings rather than the search engine itself? Well, you should. Latest research from Searchmetrics on ranking factors indicates that Google is moving further towards longer-form content that understands a visitor’s intention as a whole, instead of using keywords based on popular search queries to create content.
Search Engine Marketing or SEM encompasses the steps taken to increase relevant traffic to your website, through higher rankings on search engines. Traditional SEM is made up of two processes: “organic” search engine optimization (SEO) and pay-per-click advertising (PPC) (or cost-per-click (CPC)). However, the field of SEM is a changing and expanding field thanks to constant new developments, such as:
Mobile technology gives consumers the opportunity to shop and compare while they walk down the store aisle. Businesses that have active mobile marketing campaigns can take advantage of this: Search engine optimization and an easily navigable website can give your business an edge when the consumer is ready to purchase. Moreover, search engines are altering their algorithms to give higher preference to mobile-friendly sites. This creates the need for businesses to improve their web presence and tie new forms of automated marketing into their operations.
In addition to the entertainment aspect, more and more marketers are focusing on video marketing strategies because of how beneficial they are. Think about it from your own perspective for a minute. Would you rather read a long page full of text or watch a quick video to learn about a new product? Would you rather spend time reading about the steps of a company’s sales process or watch an animation to associate each step with a visual aid? If you’re like 80 percent of the population, you’d rather watch the video.
Understanding your audience is the first step to any marketing strategy, and buyer personas are a valuable tool to aid in that understanding. Buyer personas are simply fictional representations of your various types of customers. Create a profile that describes each one’s background, job description, main sources of information, goals, challenges, preferred type of content, objections, and/or role in the purchase process. It is easier to determine a channel and voice for your marketing messages when you have a clear picture of your target audience.
As of October 2018 almost 4.2 billion people were active internet users and 3.4 billion were social media users (Statista). China, India and the United States rank ahead all other countries in terms of internet users. This gives a marketer an unprecedented number of customers to reach with product and service offerings, available 24 hours a day, seven days a week. The interactive nature of the internet facilitates immediate communication between businesses and consumers, allowing businesses to respond quickly to the needs of consumers and changes in the marketplace.
Search Engine Optimization (SEO): Maximizes search result exposure by targeting and driving Web traffic and ultimately delivering increased sales. The majority of search engine page results come from unpaid or organic search. SEO optimizes websites to ensure top search engine placement, such as Google, as only 15 percent of searchers continue beyond page one. Click Here for Mobile Marketing