Do you know what each of these do? I had a couple of questions on each, so I decided to detail more information on each.
It stands for Search Engine Optimization. This means your website is optimized for search engine searches. When someone types in a keyword; your website is displayed.
There are many factors impacting SEO. This is divided into on-page and off-page. On-page is everything happening on your website, and off-page are links, mentions, etc. (or everything not on your website).
It takes time for SEO to work. The reason is, you want to have a natural, consistent improvement process. Also, some markets are extremely competitive. There are companies who have been working at it for some time.
The aim is:
- Getting listed in search engines (the search engines know about you)
- Ranking in search engines (where your website is displayed when someone searches)
- Improve rankings (be listed higher up when someone searches, as this should bring more traffic to your website)
Google Ads is one of my favorite marketing tools for 3 good reasons:
- It is fast. You can be live in one day.
- You see results fast. Traffic to a page or website is quick.
- It is demand driven. Someone is already interested.
You can reach a BIG audience, very fast. Google Ads also gives you tools to reach a big audience and tools to measure results.
Social Media Marketing
There are two types of social media marketing, the first is organic, and the second is paid. Many times we mix the two (on purpose). This means, if a post does well, you might use it in your marketing campaign.
A key ingredient is your audience. You audience is the people who follow, or like you. Each platform has their own algorithm for organic reach and it changes consistently. This means, you might reach 10% of your audience today, and if the algorithm changes you reach 2% of the audience.
Social Media Paid Campaigns
In paid campaigns you pay to reach more people. You are paying for advertising. Different platforms have different tools to enable this.
A paid campaign allows you to reach more people (the audience you are targeting).
We found using a sales funnel works well in social media marketing. The reason is not everyone is ready to buy just yet. A sales funnel helps with introducing the offer in a specific, measurable way.
Conversion rate optimization is the process of testing different words, images, layout, offers, price points to improve conversion rates.
A page can convert at 1%, or 10%, or 16%, or 80%! CRO aims to improve conversion rates.
It is one of THE most overlooked opportunities. If you are already investing in advertising and driving traffic to your site, then CRO is the process to make improvements. These improvements directly impact the results and effectiveness of campaigns.
Still one of the best marketing methods. Why? Because you paid once for a lead, and now you can communicate to that person more often instead of paying to reach them every time. This is why so MANY emails go out on a daily basis.
This process works on putting processes and systems in place for your marketing and sales, from where you can start automating certain tasks.
Your message is a critical factor in any campaign or website. A copy writer helps with the words. These words can be for a sales page, product information, company information, emails, newsletters, promotions, social media posts, etc.
This is the layout, or look-and-feel of a campaign or website. In short, what something looks like.
Bringing it together
In a campaign or building your online marketing you might need the help of different people to do different types of work.
So what should be measured? Each of these have different KPI (key performance indicators).
SEO KPI: The measurement here is ranking, and then traffic.
Google Ads KPI: Traffic, Cost per click, Cost per lead, Cost per sale.
Social Media Marketing KPI: Audience reach, Audiences responding, Messages, Cost per click, Cost per lead, Cost per sale.
Email Marketing KPI: Emails send, Open rate, Click through rate, Sales.
What has changed a lot is this … long ago one advertisement drove ALL the marketing and sales. Now, it is campaigns. It is different elements working together as a whole to bring about a certain result. This makes campaigns a lot harder to manage because of the amount of moving parts in a campaign.