Nowadays, digital marketing is mandatory if you want to survive against your competition. Having exemplary services and products won’t just cut it anymore.
But with all the advancements in technology, it may be hard to keep up with all the terms. So how can you implement digital marketing without first knowing what the terms mean?
In this article, we’ll discuss what search and social media marketing are, as well as what some key marketing terms mean.
What Is Search Marketing?
Search marketing is a type of marketing that focuses on search engines. This can be from both organic and paid traffic.
There are two main types: search engine optimization (SEO) and search engine marketing (SEM). SEO is organic, while SEM is paid.
We’ll discuss SEO in a later section of this article. First, we’ll explain what SEM is.
For SEM, you pay a third party to have your website turn up when people search terms you’ve picked. Some associated terms are paid search ads, PPC (pay per click; we’ll explain more below), CPC (cost per click), and CPM (cost per thousand impressions).
What Is Social Media Marketing?
As the name implies, this type of marketing utilizes social media. While you can use social media to directly promote your brand, you can also use it to build up other areas of marketing.
For instance, you can use social media marketing to build links, which help your SEO marketing. In this case, you’d link a blog article of either yours or a thought leader in your industry to boost your SEO.
The connections you have on your social media can also influence how your company ranks on search results. Therefore, it’s worth building a good network of relevant people on your social media pages.
What Is PPC?
Pay per click (or PPC) is when you buy traffic to your site. How does this work?
You bid on where you want your ad placed; this can be through channels like Google Ads or banner ads. If you own an Italian restaurant, after someone searches for something like “Italian restaurant near me,” if your bid is high enough, your PPC ad may be served to them while they’re on other sites.
For every click your PPC ad gets, you’ll have to pay per click; hence the name. This is on top of the fee you pay the ad agency to place your ads.
If you’d like to learn more about how to improve your PPC marketing, check out Pay Per Click Authority’s site.
What Is SEO?
SEO is mainly done through the content you put on your website, such as blog articles and landing page copy. The better you perform SEO, the higher your website will rank. Usually, you need an SEO specialist to help you with keyword research and density.
In the past, you could fill your writing with your target keywords and you’d rank highly on search engines. But since everyone was doing this, Google implemented penalties for “keyword stuffing.”
Because of this, there’s a delicate balance between too little and too many keywords used. This is why it’s important to work with an SEO specialist since they can help you find that balance quickly.
What Is PPV?
PPV stands for “pay per view.” It’s similar to PPC, but it doesn’t replace it.
Users download software and agree to be served popup ads in exchange for access to the program they want. Don’t confuse this with spyware, as the users agree to be served ads and are expecting it.
PPV is useful since it gives you a chance to “steal” customers away from your competitors. For example, you can have a trigger be a particular website or keyword. When users go on that website or search that keyword, they’ll be served with an ad for your website instead.
What Is Retargeting?
Retargeting can be a type of PPC marketing. The main point of retargeting marketing is to get users who previously didn’t convert to do it now.
They’ve been on your website before, which means you’ve dropped a cookie on them. This allows advertisers to “follow” users across the internet.
For example, if they visited your website, then went on a recipe site where advertisers are tracking cookies, they’ll see a match for this user. They can then serve the user your ad to keep you top of mind.
For people who were interested in your services but didn’t follow through for whatever reason, this gives them a second chance to try your brand out.
What’s Best for My Company?
There are many aspects to search and social media marketing, and no single one is the best for any company. Instead, you have to find the optimal marketing mix to have the best reach with less waste of your marketing budget.
But this is easier said than done. You can try and find the best mix for your company by testing and tweaking your strategies, but that may take a long time, not to mention a lot of money too
Instead, consider hiring an omnichannel specialist. An expert in this field can help you assess what it is you want to achieve and find you the best channels to do so in. That way, the testing, and tweaking can be done by them, which frees up your time to focus on running your business.
Consider All Aspects of Search and Social Media Marketing
In order to succeed, you’ll have to consider all aspects of search and social media marketing. While focusing on just one can be detrimental, so can trying to stretch yourself thin across every single one possible.
Take the time to analyze all the types of marketing and focus on a few where you believe your target audience is. By doing so, you’ll get the best reach possible with your marketing budget.
Want to read more about improving your marketing strategies? Then take a look at our tech section.