#searchmarketing #roi

Imagine a time long ago. It’s the summer of 1990. Scientists are getting excited about Astronomy, music is thriving, and the World Wide Web is still in its infancy. You’ve designed a new product. A shinier, slimmer pocket-sized mobile phone. It’s more affordable, better quality, brighter, faster and more radical than your competitors by miles. Now, imagine a huge retail store. Your product is on the bottom shelf tucked away in a corner. Your competitor’s product (vastly inferior) is at eye-level, surrounded by flashing light bulbs. Heavens, they’ve even got a spokesperson drawing you in.

Which product sells more? Who is chuckling over the simplicity and efficiency of their marketing strategy, whilst pouring themselves another glass of scotch/champagne/green juice *insert one*? How frustrating. All that hard work and nobody knows a thing about your product. They’re blinded by the smile, the easiness, their own reluctance to look any further than what is directly in front of them. They’re busy people, after all, it’s the 90’s… Well, exactly. Do you see where we’re going with this?

Did you know 81% of people research large product purchases using a search engine before they do anything else? 75% of people will not venture beyond the first page. Being on the second page is like being Buzz Aldrin. Who? Buzz was the second man to walk on the moon, and it is incredible how few people know that.

The art of people finding your product when researching, rather than your competitors, is all part of the benefits of Search Marketing. And yes, it is an art as well as a science.

Why is SEO important?

The benefits of search marketing are simple. Unforgivingly, it’s the twenty-first century. If you hadn’t noticed, the planet we know is becoming more digitalised by the second. Therefore, knowing precisely how to use the internet to your business advantage, is no longer considered the secret black belt in Jiu-Jitsu it used to be – it is utterly essential. If you want to make business happen in Japan, you need to communicate in Japanese. If you want to have a successful business online (therefore also in reality/offline), you need to speak its native tongue. 

Because let’s face it. When you can get 1,270,000,000 search results in 0.98 seconds – why wouldn’t a search engine be your first stop?

Just like any other form of marketing, the SEO goal and purpose is ultimately to increase organic traffic and revenue. Powerhouse SEO skills are not just about aligning your website at the top of the search engine list or inviting more organic traffic to your site. Really, being SEO-fluent is the stuff now behind the driving force of your sales funnel, in order to meet your overall business objectives as cost-effectively as possible.

SEO:

  1. Builds trust and credibility. Because any good brand should be easily discoverable.
  2. Creates a better user experience. Which is extremely important. Ask Google’s robots. SEO helps people find what they are looking for, fast.
  3. Impacts the sales mission. Highlight your message. Relay it. 
  4. Creates a long-term strategy. Maintenance is crucial. But once the structure is in place, you’ve got a framework for success.
  5. Can be largely quantifiable. With the use of analytics and tracking, over a decent length of time. Useful.

Why is SEM important?

What’s the difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM)? We get asked that a lot. SEM technically means paid advertising within search engines. If you’re putting money behind your word online ( i.e. promoting your brand and offerings, boosting on targeted audience search pages, etc.) then you are flirting with SEM, my friend.

If SEO is getting people through the door, SEM is making sure it’s the right kind of customer. A gazillion people could be browsing your store, but turning browsers into buyers is where it’s really at. The benefits of search marketing mean pushing your products in front of the right audience. This requires an insight into where those customers spend their time. We focus on what we call CPA – Cost per Acquisition – to be sure you get the right crowd.

SEM:

  1. Creates more conversions at a lower cost. Saves time, energy and pennies.
  2. Collaborates with your SEO efforts. Like a buddy system, they wing-man each other to create a more confident programme.
  3. Re-engages interested prospects through remarketing.
  4. Accurately reaches the right people. The ones already curious to buy.
  5. Builds brand awareness. Recognition. Perception.

How can we create a champion SEO/SEM programme to help reach your goals?

Some experts estimate there are over 200 different elements of your ‘storefront’ for Google to take into consideration before they rank your website. Even better, it’s a carefully guarded secret. Google, Bing, Yahoo! and the rest, go to great lengths to ensure the prospective customer is offered the best experience possible. The days of pandering to algorithms are long gone. The good news is: genuine quality can only be delivered by real people. Probably why getting inquisitive about us is likely your smartest marketing investment yet.

It doesn’t have to be complicated. We take over your accounts and spin up your SEO expertise so you don’t have to swim the ocean alone. First things first. We do our homework. Our FBI-level discovery phase determines everything there is to know about your industry, competitors, KPIs and objectives. Collaboratively, we work together as a team to develop a delicious, dedicated, dynamic SEO/SEM programme. We test it out. We dig deep and tweak adjustments. Our strategy is relentless.

Still not convinced the benefits of search marketing are all they’re cracked up to be? Need some more stats? Ok, we got you. 57% of all B2B marketers say SEO generates more leads than any other marketing activity. For the suits and sales nuts out there: the close rate from leads generated through traditional means, such as cold calling and email, whimper in at a mere 1.7%. Compare that with search engines, boasting a 14.6% conversion rate. So, you tell us – why is search marketing important?

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