Internet Marketing Strategy

February 2012 Issue --> Internet Marketing Strategy Article

It Pays to Combine Search Engine and Social Media Marketing

By: Erinn Mclean

Search engine marketing (SEM) and social media marketing (SMM) are two of the most commonly used and cost-effective forms of Internet marketing. A system that brings you greater return on investment should never be ignored and so the companies that aim to reach the sky and make it big in the industry must combine search engine marketing and social media marketing strategies.

The mixture of these two forms of online marketing is a perfect recipe for online business success. Now a days, search engines and social media networks are two of the most widely used platforms from where you can garner as much information as you want. While search engines lead you to the most well-optimised and useful websites for your respective searches, social media networks allow you to connect with the people and businesses that you find interesting. Thus, if you want your business to become visible and reachable to your existing and potential customers, establishing a strong online presence is mandatory; and this can be achieved by merging SEM and SMM strategies together.

The cost of getting listed on the search engine result pages (SERPs) and signing up on social media networks is nominal in front of the traditional marketing costs. Moreover, the end result of online marketing is far more immediate and encouraging than the other forms. Thus, there are no two ways about the many benefits of search engine and social media marketing.

While larger organisations have been exploiting these platforms to their full potential, SMEs and freelancers are also taking this advantage of this highly beneficial opportunity. Search engine marketing strategies include search engine optimisation (SEO) and pay per click (PPC) advertising. In SEO, on-page and off-page optimisation is conducted for organic searches. PPC is paid advertising with a difference as in this form of advertising you pay when your ad is clicked and the user is directed towards your website. The primary purpose of SEM is to increase the traffic towards your website and to spread awareness about your brand so that more visitors convert into customers. SMM focuses more on building relationships and spreading awareness about your brand. By targeting and networking with the right kind of people on social media websites, companies can enhance their customer relationship management and engage users with their brands.

Some of the benefits enjoyed by business enterprises and professionals from properly integrated search engine marketing and social media marketing strategies are discussed below:

Prevents the scenario of 'out of sight, out of mind'- The more people see of you online, the better it is for you, your company and your brand. Intense marketing efforts through traditional methods can have significant benefits for your business, but search engine and social media marketing can take your business' marketing efforts to new heights. Search engine marketing and social media marketing leverage your corporate reputation and make it easy for people to know about you and contact you.

Saves significant amount of money and time- Online marketing is a relatively cheaper way of marketing your brand in front of a massive audience. A planned approach towards SEM and SMM can save you a lot of time and money that can be invested in other crucial areas that facilitate the company's productivity and quality.

Best platform for word-of-mouth advertising- While SEM alone aims at popularising your website on the Internet, merging of SMM strategies can facilitate word-of-mouth advertising of your brand. If your brand is popular on the social media, more people will talk about you and reach your website to know more about you and your services.

Establishes business' credibility and professionalism- These days it is a status symbol as well as a necessity for businesses to mark their strong presence on the Web. This is so because Internet is the number one source of information about businesses across the globe and having a search engine-friendly website and well-established social media profiles can add credibility and professional appeal to your business.

Search Engine Optimisation involves increasing the quality, as well as the volume of traffic on a specific website. It's about helping motivated searchers find your products and services. When combined with Pay Per Click (PPC), Search Engine Marketing (SEM), and Social Media Optimisation (SMO), you have an Internet marketing plan that works in the age of digital marketing.

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It Pays to Combine Search Engine and Social Media Marketing by Erinn Mclean

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