Search Engine Marketing
Search Engine Marketing ( SEM ) also known as Paid Search , Google Ads , Pay Per Click , or Cost Per Click is the practice of marketing a business using paid advertisements on search engines or websites . Here you want to bid on the keywords so that you can appear at the top of the page . Using the same example of online shopping , Amazon and Alibaba , if they are not ranking organically then they are bidding on it . If someone clicks on that listing then the advertising organization will pay Google some money depending on what the cost per click is . It could be anything from one penny to 100 dollars but this also depends on some factors like the keywords , who else is bidding , location , and time of day . The bottom line , the benefit of SEM is visibility and traffic to your website . Unlike SEO , SEM is very fast-moving , the key is to understand what all the different metrics mean as well as act on the analytics . You need to understand the following :
Impressions : Understand how many people have seen your ad . If they are high , it means a lot of traffic to your ad .
Clicks and Click-Through Rate ( CTR ): It ’ s important to understand how many people saw your ad and clicked on it . If you have 100 people that saw the ad and 1 person who clicked then the click-through rate is 1 %. You want to have a high click-through rate for business growth . Quality Score : a number between 1-10 that is assigned to each keyword . If your clickthrough rate is low the quality score will also be low . It ’ s about measuring results and acting on these results . How do you get conversions and maintain a high conversion rate ? What ’ s the cost per conversion ? You need to answer these so that you can efficiently react to the data that you see . The ads have few characters allowed so copywriting skills may also be needed but what is key is really to measure results and take the necessary actions . Some of the marketing automation tools marketers can use here include SE Ranking , Semrush ,
Wordstream , and Google Ads among others .
Email Marketing
Email Marketing is an effective way to capture high-quality leads and convert them to customers by sending personalized emails to the targeted audience . You can send emails to a segmented audience and target directly to that audience . It ’ s key to use a strong call to action . You can design them well , track them , and share your offers for example coupon codes so that the customers can use them to get discounts on your site . It ’ s a very effective way because literally , almost everybody has a functioning email . The key skill-set required here is really to understand your audience to ensure that the email content is relevant to the audience . In a recent study , Statista found that 49 % of consumers would like to receive promotional emails from their favorite brands . If you have a strong brand then email marketing may be important for you . As long as you have your audience right then you can get as creative as you want . Write excellent and relevant copy .
AB testing should be employed with email marketing . It involves taking an original , creating a variant , and testing them both . For example , you can test a subject line , create a variant subject line then send it to a different set of people so that you can establish which one works best , and what people react to . The concept of AB testing should not be lost in any digital marketing channels especially , SEO , SEM , or Email marketing . With emails , you have a different set of metrics , for example , be sure to measure the Open Rates for your emails . This refers to how many people open your emails , once they open the email , if they click on any of the links , and get to your landing page then you want them to engage with the landing page from the email , measure these and react to them . If you get a low Open Rate maybe you need to change the subject line . You want a high Click Through Rate . A low CTR could mean that your copy is not as great or the design or Call To Action ( CTA ) is not compelling enough for the recipients . Apply AB testing to improve all these metrics .
It ’ s useful to use email marketing platforms for this , be sure to have UTM tracking ( Tracking UTM is accomplished by adding a small piece of code to the end of a URL , known as a UTM code . By adding a UTM code to a URL , UTM tracking is implemented . It allows you to measure the results of your email marketing campaigns and Google analytics . Some of the popular tools you can use for email marketing are MailChimp , HubSpot , Sendinblue , and Marketo .
Social Media Marketing
Social Media Marketing ( SMM ) involves creating different types of content for various social media platforms in order to promote products and services . What you do on social media depends on your product or services . These are the likes of TikTok , Facebook , LinkedIn , and Twitter just to mention a few . The offshoot of SMM is Influencer Marketing ; marketers may want to engage them to help them promote the company ’ s products or services . Almost 4 billion of the world ’ s population uses social media . It can be extremely effective for marketers , and the required skill-set is being able to establish what the strategy is and what you want to achieve so that you can be able to effectively choose the right platform .
The ability to analyze data and draw insights including establishing what channels will work for your brand is also very important . You cannot post content for the sake of posting . There are many metrics in SMM as well and each channel has its set of combinations of metrics . At the end of the day , you need to be able to entice engagement and measure the results , collect data and react to the data . How many people saw the post and how many engaged with it ? As a marketer , it would also be important to understand the different social media management platforms , the key features and select what works best for you . You may also want to
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