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3 of the Top Digital Marketing Opportunities: SEM, SEO, & SM

Top 3 Digital Marketing Opportunities

According to a recent study conducted by GE Capital Retail Bank, 81% of people research products online before making a purchase, so if a business wants to survive, an online presence through digital marketing is not just recommended, it is necessary. Digital marketing is the promotion of goods and services to attract leads and create customers through the use of online marketing tactics. With the explosive growth of technology worldwide, literally billions of people are online with their computers and mobile devices every day. Without a digital marketing plan, a business will be left behind, as consumers depend on the internet and websites to gain awareness, knowledge, and engagement to attract them and turn them into customers. Three of the top digital marketing opportunities for businesses to consider are Search Engine Optimization, Search Engine Marketing, and Social Media.

Search Engine Optimization (SEO)

When users log on to their devices, typically the first thing they do is to conduct a search through Google, Bing, Yahoo or other search engines. The keywords the user enters produce a search engine results page (SERP) which lists the websites that match with what the user wants to find. SEO is the process of optimizing a website through the production of quality content that maximizes traffic from unpaid searches on these search engines. In short, SEO is the art of using the content, titles, and keywords to align with the words the user is typing in the search bar so that your business shows up on the SERP through an organic search. It also includes the development of strategically creating links off page (from other sites) and links on page (within your own site) to generate relevancy. SERPs depend on algorithms developed by search engines that are consistently changing with user needs. This measurable, long-term strategy is utilized to create a positive website experience for users and does not just happen magically. But with the right approach and a little patience, businesses can see improved visibility on the web and an increase in revenue. Research conducted by HubSpot indicates 61% of marketers report that improving SEO is their top priority in digital marketing strategy due to the positive results.

Search Engine Marketing (SEM)

SEM allows faster traction for a company to build exposure to their website through paid advertising on a SERP. Search Engine Marketing means the company uses advertising dollars to purchase a place on the SERP to ensure they show up as an option for the user. SEM is not cheap, but it is often effective in developing momentum as a company starts to grow. While there are a variety of ways to purchase SEM, the most commonly purchased is the pay-per-click (PPC) option wherein a company pays a set amount each time a user clicks on their ad on the SERP. Utilizing Search Engine Marketing should be part of a comprehensive digital marketing plan that contains specific goals, focus, and strategy to grow the business.

Social Media (SM)

Social Media platforms such as Facebook, Pinterest, LinkedIn, Twitter, Instagram, and YouTube are not going away. According to eMarketer, nearly one-third of the world uses social networks regularly, and that number is on the rise. Businesses can utilize social media to improve exposure and drive traffic to their websites. Not only can companies use it to connect and engage with potential customers, but they can also obtain valuable feedback on products and services as well as information on their target audience. Quality content is the key to increasing shares and likes on social platforms and should be developed with audience preferences in mind. While the use of social media may have slower traction initially, over time, it builds branding, name recognition, and offers insight into what customers require for satisfaction. Most outlets now provide paid advertising options as well, including Facebook who will allow you to "boost" your page.

While a digital marketing plan is a must-have, there is no universal approach to developing a successful digital marketing campaign. It can be challenging to determine an individual companies needs to design a plan that will grow business. Neon Rain, a web design, and development company, believes in the power of digital marketing. Contact us today to see how we can help you in developing a WordPress, Drupal, or eCommerce website that will assist a digital marketing plan to boost your online presence and return on investment.


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