The Evolution of Marketing

Although traditional marketing can be effective, it is quickly taking a back seat. We now live in a time of instant gratification. With a simple search engine qwery, consumers can find whatever they might be looking for. This has transformed the traditional marketing landscape. For this reason alone, Search Engine Marketing and Search Engine Optimization must be a major tool in your company’s overall digital marketing strategy belt in 2017.  If it’s not, it should be an integral part of your advertising plan going forward.

Search engine optimization is a way to earn traffic through unpaid or free listings on the major search engines.  It is a long-term marketing strategy that pays off enormous dividends. Search engine marketing involves buying traffic through paid search listings such as Google AdWords or BingAds.

Traditional marketing refers to any type of promotion, advertising or campaign that has been in use by companies for years, and that has a proven success rate. Methods of traditional marketing can include print advertisements, such as newsletters, billboards, flyers and newspaper print ads.

There has been a huge shift in the marketing world. Google’s advertising revenue is now larger than that of the entire U.S. print industry.  Think of traditional marketing like a shotgun blast attempt at advertising, whereas SEO and SEM are like touting a laser gun with incredible accuracy.

HOW TO MAKE IT WORK

Now that we have established the importance of SEO and SEM, the conversation turns to how to make it work for your business.  To win online and dominate in any market, your business will need  the right combination of both, with a greater emphasis on SEO. Let’s take a look at SEO first.

Search Engine Optimization

You are a personal injury lawyer in Philadelphia whom has just left a firm and started up his own practice. You already took the first important step in marketing your law firm by having an effective website developed showcasing your expertise.  Knowing that 89% of individuals begin their search for just about anything online, you will now want to be able to have these people find your website on Google. These potential clients of yours are not going to be patient enough to sift through hundreds (or even dozens) of search results to find you. With Search Engine Optimization, in order to get these cases, your website is going to have to get onto that coveted first page of Google (and preferably close to the top).  So, the question is, how do you get there? While Google uses an algorithm of over 200 factors to determine where to rank websites for a particular search term, as long as the technical aspects of your website are solid, it all really boils down to 2 things: authority and relevancy.

An experienced SEO company will be able to create a comprehensive search engine optimization strategy to have your website rank for the keywords that will bring you qualified leads. The competitiveness of a particular keyword along with the quality of websites already ranking for them will dictate how long it will take to get near the top. If your domain is new, it will also take longer to gain traction on Google. If you are using an aged domain, that will be helpful in getting quicker results. An experienced SEO will be able to give you an estimate of time to rank for particular keywords, which can range from weeks to months.

Search Engine Marketing

Search engine marketing involves purchasing ads on Google (or Bing, Yahoo) that market your business.  Aside from being paid, the big difference between this and SEO is that the results are instant.  If you run the ad correctly, your website will get immediate exposure at the top of the SERPS, instantly driving traffic to your website.  For these ads, you pay per click, and the cost can range anywhere from $1 – $70 for that click-through to your website, depending upon the keyword.

While this sounds promising, you have to be extremely careful with SEM as if it is not done properly, it can be a HUGE waste of money. Clicks can add up very quickly, so it is very important that you focus on the right keywords, implement the proper keywords, and optimize the landing pages so that you are getting the most out of what you are spending.  If you make your keyword to broad, you will get a lot of traffic that will not convert. If you make your keyword to narrow, you will be missing out on a lot of qualified leads. You need an expert to strike the right balance for you.

Let me use an example.  You just started up a running store inPhiladelphia, and want to drive traffic to your new site to start getting customers and sales. If you run ads using the keyword “sneakers”, you will blow your budget within an hour from traffic that is not looking to purchase what you have. It is way too broad, so what you want to do here is create different ads for different products that you carry, getting as specific as possible.  Let’s say you carry women’s Nike shox. Instead of running an ad promoting the keyword “women’s sneakers”, what you want to do is have an ad promoting “women’s nike shox”. A lot more targeted, and if you do get a click-through, it will be the right type of lead, which is an individual looking to purchase what you have. This eliminates wasted click, and optimizes your ad to get the maximum ROI.

We recommend that new businesses use a combination of SEO and SEM to get leads and sales, with the goal of being able to scale back the use of SEM and just rely on SEO once your site is ranking consistently. Those leads are free, get clicked more often then ads, and convert more often.  If you are looking to increase the quality and quantity of your leads, contact Janis Marketing today at 267-291-4536 to discuss a plan.