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Do you want to grow your online business at every level? There is one thing you need to know before you get started: what is the difference between search engine optimization ( SEO ) and search engine marketing (SEM).
SEM – Search Engine Marketing
SEM, or search engine marketing, is when you use paid search strategies to increase your website's visibility on search engines and increase traffic to your website. These tactics include using a budget that pays for viewable ads related to a searcher's query. This is called cost per click or paid search .
Search engine marketing works through purchased keywords and advertising. Website owners allocate a budget to bid on keywords that searchers can use in their search queries. SEM works well regardless of the size of the budget. These paid keywords then appear next to the searcher's results in the form of an ad.
What are the differences between SEO and SEM?
The main difference between SEO and SEM is: SEO is free and relies on organic search strategies, while SEM has a cost and relies on paid advertising. Additionally, SEO takes time to take effect, while SEM is instantaneous.
SEO and SEM are quality marketing strategies that offer many benefits to businesses . Deciding which one to use (or even both simultaneously) is up to you. If you're looking to increase the value of your website over time and avoid paying for ad placements, SEO is the way to go. If you want to immediately reach the top of search results and get an instant traffic boost , SEM is the way to go.
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SMM – Social Media Marketing
Now that we've told you about search engine optimization (SEO) and search engine marketing (SEM), let's move on to social media marketing or Social Media Marketing (SMM), also known as digital marketing and e-marketing.
The term social media marketing (SMM) refers to the use of social media to market a company's products and services. Social media marketing allows you to interact with your existing customers and reach new ones, while promoting your company culture.
Social media allows you to employ a wide range of tactics and strategies to promote your content and get people to engage with it. Many social networks allow users to provide detailed geographic, demographic, and personal information, allowing you to tailor your messages to what is most likely to resonate with your users.
The five key pillars of SMM
1. Strategy
This step consists of determining your objectives, the type of content that will be shared and the social media to be favored.
2. Planning and publishing
Before posting content, it's important to come up with a plan for what your posts will look like: will there be videos, photos, how much text, etc.? Thereafter, you must determine the appropriate time to publish your content in order to reach your users as much as possible, depending on the targeted platform.
3. Listening and engagement
Monitor what users, customers and others are saying about your posts and be ready to interact with them and/or take action quickly if something goes wrong. Also monitor the pages of your partners and competitors to stay abreast of trends in your environment.
4. Analysis
Social media offers you several analysis tools allowing you to revisit the impact of your publications, such as reports on the engagement and the reach of these.
5. Advertising
Buying social media ads is a great way to further promote and grow your brand.
Social media often allows for better segmentation of your audiences, compared to more traditional marketing channels . Indeed, SMM allows you to focus your resources on the specific audiences you want to target.
Here are some of the metrics used to measure the success of your social media marketing efforts:
· Return on investment (ROI);
· Customer response rate or number of times customers post about a business;
· The reach and/or virality of a campaign or the number of customers who share content.
Social media strategy involves creating relevant content that will grab users' attention, so that they take action like going to buy a product or sharing the content with family, friends and colleagues. This is a commonly used strategy in social media marketing . This strategy relies on word-of-mouth and offers several advantages. First, it increases the reach of the message to networks and users that a social media manager might not otherwise have been able to reach. Second, shared content carries implicit approval when sent by someone the recipient knows and trusts.
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