How To Develop Your Content Marketing Strategy – Part 2
Just a recap! In the last post we mentioned the benefits of investing in a website and the three pillars of content marketing, which includes SMM, SEO and SEM. We touched upon the first two pillars. You can read that article here. We now move on to Search Engine Marketing. Google has over 200 algorithms and no one quite knows the formula to rank high as it changes from time to time. Sometimes reaching the top of Google in searches can be a tall order. Thankfully there is also a more capitalistic way.
Search Engine Marketing
SEM stands for search engine marketing. This is when you pay Google to display adverts. There are two main types of adverts. Google Adwords allows you to bid for keywords, which will feature your website at the top of the page for those word searches. The bidding for keywords conjures up an exciting stock market feeling. The other popular type is Google Adsense which creates clickable adverts on other people’s websites. These Google affiliates are given a royalty for renting out their space. There are a few other interesting ways to advertise on Google such as YouTube adverts.
While digital marketing is taking great strides forward, it does not mean that you switch off from traditional forms of marketing, such as public relations or advertising. You just have to re-allocate your budget. Building and promoting your own website is definitely the way to go, as you can create many offers on your own website. It also certainly helps with SEO and you can also sell through ecommerce. Results can be tracked using Google analytics, where strategy is the key and using regular expressions (Regex) to formulate goals is imperative. Regex helps you to analyse your results more effectively. Another way to push leads through the sales funnel is to set up shops on Facebook and Instagram and sell directly through these platforms. These social media handles can also drive a lot of traffic to your website by sharing your posts with the URL links that you provide.
Land & Brand Investment
We are often taught that mutual funds give better returns than property, gold or fixed deposits, but we are sometimes stuck in a procrastinating mind set. Slowly we see the benefits of Systematic Investment Plans (SIPs). Our online strategy should be like investing in SIPs, where we are focussed on addressing the three pillars of SMM, SEO, and SEM. This will certainly move us in the right direction to building a greater brand perception and also in time generating a conversion corpus. It’s very simple, buy the land (website) and invest in the brand (Digital Marketing)!