This article is part 3 of a 4 part series to make sure you’re getting the most out of your online marketing efforts. This week, we’ll check out your search engine marketing to make sure your target market is finding you online, and that you’re engaging them when they do.
SEM (Search engine marketing) can be a stumbling block for many companies. There are tons of businesses that want to guarantee you first place in a Google search, or promise you X number of clicks in a given month. But first, let’s take it back to basics.
1. Do You Have a Strategy?
First question: do you even have a strategy? Gaining SEM traction is not for the faint of heart. It is expensive to play the game and to play it well. Having a strategy for where and when and who is key to keeping your marketing dollars working for you efficiently. Are you reaching your target market? Do you have a target market? Defining these focused areas lets you ensure that you aren’t taking a shotgun approach with SEM. It’s all about the numbers.
2. SEO, PPC and Everything in Between
Does your strategy rely only on organic SEO or are you using a PPC (pay per click) campaign as well? There is no right or wrong answer. These are two different approaches that can both be successful if done right. While organic SEO takes time to build, PPC can get you found online fairly quickly. But again, make sure you pursue PPC with a defined strategy. Some questions to ask yourself are: Are you marketing a high profit item? Are you using a PPC campaign to increase awareness? As opposed to traditional advertising campaigns which take months or years to quantify, a few weeks of PPC data can determine if you’re hitting your target market, and if not, adjustments can be made quickly to improve the campaign.
3. Here Comes Google
Everyone in our industry hears the rumble of Google changing their search algorithm and the chaos it can bring. If you want to learn more, Google “what did Penguin and Panda changes do to SEO?” and check it out. Interesting stuff. For you, it means doing a little house cleaning. Ask yourself: Are your search terms still relevant? Are you building new pages and content to address changes in your business or industry?
This is just a brief overview of what to look for in your SEM campaigns. These are basic ways you can check on your SEM, and if anything in this article made feel a little uneasy, it’s time to look into how you’re marketing your business. Catapult can assess your current online marketing efforts and strategize to get you qualified leads online.
Catapult Creative Media Inc. is a digital marketing and design agency serving south Louisiana and headquartered in Baton Rouge. Founded in 2007, Catapult provides digital, social and mobile marketing solutions backed by relevant strategy and measurable results. Catapult works the web to their clients’ advantage, launching them to their next level of success.