Search Engine Marketing is Not Just About Traffic

May 15, 2021

Is it possible for a business website to have high levels of web traffic and fail to yield growth of sales and profitability? Yes, it is! That happens when, despite aggressive online advertising campaigns, a site fails to convert visitors to customers.Experienced marketers know the difference between selling and marketing. If you use a lot of resources in Search Engine Marketing (SEM) campaigns and Pay per click programs without offering value to customers, you are basically trying to sell. Putting it differently, a seller is someone like a salesman that tries to sell refrigeration services to an Eskimo. On the other hand, a marketer identifies needs even before crafting solutions. Upon identification of customer needs, the marketer creates custom solutions that address those.Thus, if your potential customers turn away upon reaching your site, it means your strategy does not address their unique needs. They just will not buy your fridge when it is already ice-cold!If you think your business offers something unique and customers need it, make sure your web design tells it all clearly. This means that SEM marketing activities should not be confined to 'dragging' customers towards irrelevant content and web design.

Make sure your developer and SEO team curve out a distinct image for you and deliver a solution that will inspire visitors to buy your products.As such, make sure design of your landing page functions properly as the key entry point to your business. You employ strategies in background design and colours that invite customers to buy. A unique logo design and easy navigation will enhance the user experience and may invoke visitors into action.Social Media Marketing: is effective in Internet MarketingMore than ever before, Social Media Marketing commands the greatest share of internet time. A few years ago, social networking destinations were the reserve of idle teenagers. Today, senior marketers treat social sites as very critical for successful online marketing. It all stems from the way social media works.For starters, social media has made it possible to replicate real life relationships online. On top of that, social sites have it possible to extend real relations and carry them over online. Thus, with social media it is realistic to form virtual communities of real people with preferences, tastes, hobbies etc.The relationships that form through social media can be harnessed by businesses to promote products. This can happen in a number of ways.

For starters, placement of adverts, posting of comments about your products etc can spark a conversation that can go viral and transcend physical, cultural and racial boundaries. This helps spread brand awareness and if your product is good, that translates into huge sales.Social media sites such as Facebook are designed for context sensitive advertising. For instance,the kind of things a member comments about or 'likes' will attract related ads. Such sites also take and keep personal info such as age, hobbies etc. While most social media sites deny ever sharing personal info of members with businesses, it is a well known fact that most social site ads match demographics of the visitors.Social Media Marketing is the way to go if you want your products to go viral.