Search Engine Marketing (SEM) is a digital strategy to boost website visibility in search engine results, focusing mainly on paid search advertising. Once encompassing both organic SEO and paid ads, SEM now primarily refers to paid search campaigns, also known as Pay-Per-Click (PPC).
Strengthen your SEO
If you prefer not to pay for Google ads, focus on improving your SEO to rank higher in search results. Higher rankings make it easier for people to find you. Here are two essential SEO tactics to help market your business effectively.
Local SEO
Boost your visibility in local search results by optimizing your local SEO. Start by claiming your business on free platforms like Google My Business, Bing Places, and Apple Maps Connect. These tools help manage your online presence effectively and ensure you’re easily found in local searches. Here’s why it matters, as highlighted in a 2014 Google report:
4 out of 5 customers use search engines to find local information.
People are more likely to purchase after a local search than compared to those who conduct non-local searches.
With Google controlling 92% of the search engine market, optimizing your local SEO is crucial, especially if you have a physical storefront. By registering on platforms like Google My Business and adding key details, customers can easily find your contact info, location, and hours. Plus, your business is more likely to appear in “near me” searches, driving local sales.
Traditional SEO
Traditional SEO improves your website’s visibility and ranking in organic search results, crucial for expanding digital reach. Key practices include optimizing title tags, meta descriptions, ALT text, conducting keyword research, and adding a clickable phone number. These tactics boost discoverability and content marketing efforts.
Take advantage of social media
Nearly 80% of Australians use social media, and one-third check a brand’s presence before doing business. Despite its potential, many small businesses overlook social media marketing. By creating a free business profile on platforms your audience uses and sharing valuable, engaging content, you can attract organic followers who may become customers—without needing paid ads or influencers. Social media is a powerful tool to connect with your audience and grow your business.
Start email marketing
Email marketing delivers one of the highest ROIs among marketing techniques. It’s affordable, customizable, and versatile, ideal for newsletters, promotions, and customer support. For an effective start or upgrade to your strategy, try the free version of Zoho Campaigns, which offers automation, templates, and analytics to optimize your campaigns.
How to promote your business on social media
Social media is a free and powerful way to promote your business. Platforms like Facebook, Instagram, LinkedIn, and Twitter are popular, but consider niche-specific sites like Pinterest or Reddit to reach your target audience effectively.
Prioritize Facebook
Facebook, the largest social network, is ideal for connecting with existing customers and reaching new ones. Promotion strategies vary by industry, but starting with the basics is key to leveraging its potential effectively.
Create a Facebook business page with your contact information and a CTA.
Use Facebook events to promote and maximize attendance to your events.
Run Facebook live sessions, of tutorials or behind-the-scenes sneak peeks.
