FoM18: 5 things you need to know
Search Engine Marketing isn’t a one-man-band for building brand awareness; it’s merely a tool to increase a brand’s visibility on search engines. Without the backup from supporting strategies, the momentum of marketing via search engine rapidly runs out of steam.
Getting the band together
At Text100, we recommend taking the following approach if you want to build your brand’s fan base:
- Above all, SEM needs to be supported by a strong content strategy. Brands need compelling content to promote through SEM, otherwise people won’t bookmark and return to your site in the future.
- Secondly, SEM needs to be carried out in tandem with SEO, to further reinforce the visibility of a website on search engines. This dynamic duo yields a higher volume and quality of traffic to a website for a longer period of time than SEM alone.
- Digital marketers should also perform analytics to keep the whole process fresh. Data from analytics can be turned into insights on which content is working (or not) with your audience. This approach will also illustrate how SEM and SEO are performing, and consequently if they need to be tweaked to achieve better results.
- Optimization is not so much the final act as it is the intermission in a digital marketing campaign. It’s the behind-the-scenes work that puts your campaign in the best possible light, for instance, by modifying SEM keywords or SEO meta-descriptions.
To sum things up, successful digital marketing campaigns don’t perform well when they’re made up of standalone tactics. They’re the result of a cyclical cooperation that opens with content, is touched up by SEM and SEO, and influenced by analytics. Then the show starts again.
Still don’t get it? Here’s a diagram (and for a change it’s not the owned/earned/paid Venn diagram or The Funnel):