Article

Raeesa Bagus
Raeesa Bagus 26 November 2015

An Insiders Guide To Search Engine Marketing

There are key differences between Social Media and Search Engine Marketing, yet we continue to see one strategy created for both.

Everyday we are bombarded with tactics about how to optimise Social Media for your business and how Search Engine Marketing (SEM) has an impact on your brands online efforts. But what we don’t seem to understand are the inherent differences between the two and although they work hand-in-hand to make each other successful. There are key differences that require different strategies and plans.


The differences between the platforms:


Social Media:

  1. Online media not owned or controlled by you that encourages social interaction and engagement. You are responsible for how people interact with your SM profiles
  2. Platforms: Facebook, Twitter, LinkedIn, YouTube, Pinterest and all the rest that you use based on relevance to your brand
  3. Call to action: Engage, entertain, drive to owned media
  4. Tactic: Advertising, content marketing, viral content creation, brand ambassadorship, competitions


SEM:

  1. Online platforms that are owned and controlled by you that rely on content for success. You are responsible for creation, overall look and feel and relevance
  2. Platforms: Website, blog, others websites (website banners)
  3. Call to action: Convert prospects to leads, request more information, make contact
  4. Tactic: Content creation to inform, entertain and convert, SEO, advertising


Strategies And Plans:


There are key differences between Social Media and Search Engine Marketing, yet we continue to see one strategy being created for both. The fact that objectives for each are or rather should be different means there is a need for creating different plans and strategies.

According to Brad Insight in their marketing trends, spend and forecasts report – 62% of marketers say website traffic is the most reliable metric for content success, this shows that both social media and search engine marketing have a role to play in achieving success of content plans, as objectives will relate in some form to website traffic.


Potential objectives for each:

Social Media Objectives:

  1. Create meaningful engagement with customers on other platforms
  2. Create awareness and visibility of brand
  3. Create positive brand sentiment
  4. Content dissemination
  5. Drive traffic to website
  6. Crowd sourcing
  7. Create interest in products or services

SEM Objectives:

  1. Increase conversions of prospects to leads on website
  2. Generate Leads
  3. Increase return visits to website
  4. Create value for customers to encourage visits to website
  5. Increase website traffic
  6. Provide more information

SEM Tools:


I find the most useful place to start is with templates that can guide your thinking. In order to assist you with this, I have created two templates to help you through this process:

  1. SEM strategy template
  2. SEM planning template 

To download these templates visit iMarketing - An insiders guide to SEM

 

Original Article

 

Read More On Digital doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
The New '4Ps of Marketing'

The New '4Ps of Marketing'

Neil H. Borden, in 1964, gifted the world with the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This concept has been a cornerstone of business marketing. However, there are new 4Ps of Marketing – just as powerful and just as game changing as Neil Borden’s.

Daisy Kent
Daisy Kent 18 May 2017
Read more
How To Calculate Marketing ROI

How To Calculate Marketing ROI

Calculating marketing ROI is an exercise in patience and accuracy. The formula to calculate basic, short-term marketing ROI is simple: ROI = (Incremental Profit – Campaign Cost) / Campaign Cost. But marketers know that the formula—while accurate—is far too often misapplied to their efforts.

James Loomstein
James Loomstein 16 May 2017
Read more
A Complete Guide To Help Sales and Marketing Work On The Same Team

A Complete Guide To Help Sales and Marketing Work On The Same Team

''Companies with dynamic, adaptable sales and marketing processes report an average 10% more of their salespeople meet their quotas compared to other companies.'' - CSO Insight

Michael FitzGerald
Michael FitzGerald 19 May 2017
Read more