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SEM: Search Engine Marketing |
Search Engine Marketing. To us it really has two meanings. The traditional meaning is called "PPC" (pay per click) marketing. This simply means that you advertise on the search engines so your ad can be seen. You only pay when someone "clicks through" to your website. This certainly is a strategy that we occassionally employ and it's not to be taken lightly. There is much to go into a successful "pay per click" strategy, and can sometimes be very helpful to an "organic" (highly ranked unpaid listings) SEO strategy as well. The second, more comprehensive meaning, talks about EVERYTHING that is done online to attract prospects and than to lead those prospects down the path to becoming profitable customers. This includes having a "prospect friendly" website, strong and compelling copy, as well as a direct "call to action" (tell them what you want them to do). A strong online presence should also be focused on "doing the selling for you", so that by the time the prospect calls you, they have really already decided to become your customer! Search engine marketing also means capturing contact information for the people who are "interested", but not yet ready to buy. This way you can follow-up so that when they're ready to buy, you're there to make the sale. Search engine marketing is the big picture... the overall strategy... the engine that makes everything else run and ties all of your marketing strategies together. |
SEM |