What are the takeaways to act on here? It seems to me that.
Using SEO and digital marketing without a strategic approach is still commonplace. I’m sure many of the companies in this category are using digital media effectively and they could certainly be getting great results from their search, email, or social media marketing. But we are equally sure that many are missing opportunities for better targeting or optimization, or are suffering from the other challenges I’ve listed below. Perhaps the problems below are greatest for larger organizations who most urgently need governance.
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IF you know how to get it right, SEO is a fantastic way to drive quality visitors to your site who want to buy from you now.
We know, because we drive over one million unique visitors to Smart Insights each and every quarter using ethical SEO and content marketing best practices AND our visits are increasing 40% year-on-year.
Search engine advertising (SEA) is an efficient and affordable online marketing strategy that helps your company website enjoy greater visibility by advertising on Google using varying methods. We differentiate between Google Ads, which are paid advertising, and the organic search results, whose ranking is determined only by the search algorithm. When you advertise on Google, text is displayed above, next to, or under the search results if it suits the search query, and is identified through the “ad” label. Aside from this, there is little difference between them and the snippets (text extracts from websites) in the middle. Ads on google are free initially; the clicks that the advert generates are billed. The price per click depends on your budget and how accurately your website is suited to the search query. As Google is by far the most used search engine in the US, search engine advertisement here is among the most profitable. AdWords is a program that Google uses to sell its adverts worldwide. With our tool you can invest in Google-AdWords campaigns in just a few clicks.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever put an advert in a newspaper, you’ll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There’s no surefire way to know if that ad was responsible for any sales at all.
On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.
B2B Digital Marketing
If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.
Beyond your website, you’ll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.