You must be familiar with the SEO (Search Engine Optimization) concept but have you heard about SEM and SMM?
Well, SEM and SMM are related to SEO, or in other words, they will all go hand in hand for the growth of your company. They are different to one another in various ways, but are essential to boost the outreach of your business and attain a hike in your ROI.
Search Engine Marketing [SEM] functions well when it complies with SEO, or in other words, its strategies include the usage of SEO tactics almost every time. It includes researching for the appropriate keywords to use in the content for effective search engine marketing [SEM]. It is more into advertisements over search engines like Google, Bing, Yahoo, and so on. They often pop up according to the appropriate keywords that are searched for online whereas
Social media marketing [SMM] is the application of marketing strategies over social media platforms including content marketing, PPC advertising and much more. It is more interactive with the customers and works well as a perfect target marketing strategy.
Although SEM and SMM are effective for your business, like every other strategy, they will also need proper planning to give you the best results. So, let’s discuss on how to plan them effectively and what are the do’s and don’ts of Social media marketing [SMM] and Social engine marketing [SEM].
So, what is SEM (Search Engine Marketing)?
Search engine marketing [SEM] is an online marketing strategy done across the search engines to generate website traffics, engage the appropriate audience, and redirect them to the right landing pages of your online website for increased conversions.
DO’S OF SEARCH ENGINE MARKETING [SEM]
1. Do conduct keyword research
Search engine marketing [SEM] depends on the keywords that will help your ad to come on top according to the relevant search results. It is quite similar to the SEO process including finding the apt keyword for you with an appropriate keyword research. Moreover, always select key words thinking from the audience perspective
2. Do create high quality content
Although your ad contains all the focus keywords, it won’t catch the eye of the people if the content is not nice. Ad contents are short and crisp which means that the content in your SEM should convey the message by creating an interest on people with minimal words
3. Do use shorter URL’s with keywords
Keywords always matter whether it is for an ad or for the URL in you SEM or other campaigns. Adding shorter URL with the focus keyword will give strength to the search engine marketing [SEM] without any doubt
4. Do include geo-targeting/local PPC Ad
Geo-targeting/local PPC Ad is an essential search engine marketing [SEM] tactic that focuses on a limited geographical area which is appropriate for the ad to appear. It is considered as one of the easiest ways to eliminate irrelevant traffic while maximizing the budget. You can set a radius around your target area and exclude the areas your business does not serve. This will focus more on your target audience
5. Do track your SEM campaign regularly
It is important to keep track of your SEM campaigns to determine which ads and keywords are giving you the best results. This will help you to narrow down the right ads and keywords for a better result out of Social engine marketing [SEM]
6. Do follow industry changes
It is always important to keep up with the trends in SEM with regards to your industry. If you want to succeed in the field, it is important to be up to date with the real-time trends
DON’TS OF SEARCH ENGINE MARKETING [SEM]
1. Don’t add too many keywords in one Ad
It is important to avoid adding too many key words within one singular ad. Multiple keywords that are stuffed on one ad may increase the cost per click [CPC] and decrease the quality of the score due to conflicting keywords while conducting SEM
2. Don’t forget to add appropriate landing pages for the keywords
Search engine marketing [SEM] is to drive people to your website and if your landing pages are not matching with the key words that drove them there, they will leave immediately
3. Don’t put phone numbers in your Ads
Your Ads may get suspended if you tag along your phone numbers during SEM as it is against the guidelines of Bing Yahoo, and Google networks. However, you have an option to include a call extension as a substitute to that factor
WHAT IS SMM (SOCIAL MEDIA MARKETING)?
Social media marketing (SMM) is a little different from SEM, as it includes the use of the social media platforms to engage and convert your target audience or to keep your existing customers interested to your brand. There are tools and tactics that can help you simplify and substantiate your marketing efforts over the social media sites.
DO’S OF SOCIAL MEDIA MARKETING [SMM]
1. Repurpose your content while keeping it interactive
It is always good to save time, and re-using your content is a great way to do it. But, giving the same content over and over again won’t work. You should add new elements all the time while keeping it interactive too. Give yourself some time to focus on the comment section and show that you care about the opinions of your target audience
2. Use various forms of media to keep it interesting
Don’t always opt for the same forms of media because it tends to make the users lose interest on what you are saying. Always go for fresh and innovative ones, including videos and infographics. Let the action speak
3. Avoid too much personal touch on business pages
Even though the social media is a casual medium for sharing information, always keep in mind that SMM is for promoting your business. You must avoid too much personal touch and adhere strictly to business purpose
4. Remember the purpose and plan ahead
Social media tools and trends will change constantly and you should be prepared for every change in trends that may occur in the future. Also, keep track of the progress and make changes in the strategy and approach accordingly
DON’TS OF SOCIAL MEDIA MARKETING [SMM]
1. Don’t keep it formal or conversation less
People will always be searching for something interesting and engaging. Your interaction with the customer for their queries, complaints, comments and compliment can make huge difference to how you’ll do things. Be a little casual with the visitors but, avoid mechanized interactions also
2. Don’t over react to negative feedbacks
It is obvious to get negative feedbacks on social media platforms. Although, it can create a bad impression on your brand, panicking and over reacting for these negative feedbacks won’t work because some of the genuine ones may show you where you’re going wrong
3. Avoid hyperlinking to wrong landing pages
The hyperlinks that you insert on your social media postings should redirect the reader to the landing pages that reflects the exact intention mentioned on the posts during your campaigns or on other days as well
Digital marketing is growing day by day by utilizing the latest innovations in technology. The concepts like social media marketing and search engine marketing [SEM and SMM] emerged with the rise of the digital era, and has become an essential part of the marketing strategies of the B2B as well as the B2C businesses nowadays. The role of social media platforms in online marketing has become much more prominent and social media marketing is usually expected to give better results than any other forms of marketing strategies. However, considering the search engine marketing [SEM] as well, the businesses have come to realize that PPC Ads and Google AdWords drive notable traffic to the website, and redirect the users to the necessary landing pages; the use of appropriate keywords is the secret here.
In order to enhance the results of these digital marketing strategies, the marketer should consider all the elements which should be included and avoided during the planning stage itself.
So, what do you guys think? Is there anything you would want to add about SEM or SMM?
Let me know in the comment section below.