Why Investing in Search Marketing is Critical to Your Business Success
Why worry about Search Marketing? Easy! 96% (yes, that's right 96%) of consumers worldwide indicated that they researched brands, products or services on the internet, and 89% of those relied on search engines to help make their purchasing decisions. (2012 Digital Influence Survey – Fleishman-Hillard and Harris Interactive) Every month there are BILLIONS of searches conducted. You simply cannot ignore those types of numbers.
All too often Search Marketing is put into its own little silo. Sometimes it gets to join other Paid, Social and Public Relations initiatives, but that's not always the case. Yet this is exactly where the problem lies. Search Marketing not only provides you success in the online world, but also can be fueled to maximize the effectiveness of your organization's complete Marketing strategy - All the way down to how products are named, categorized or even perceived.
Search Marketing data provides you with the information that lets you know exactly what your audience is searching for. What they are calling your product or a competitor's service, along with what other information they are looking for. By taking advantage of this research you can fine tune your Marketing strategy to match your audience.
Your search data now has become an essential tool for not only your Online Marketing campaigns but for your brand's Marketing strategy, your website redesign, your next product launch, your TV and print media, etc. Are consumers regularly searching for videos on your product? If yes, then you need to make sure YouTube and other video sharing programs are included in your marketing strategy. If potential customers are regularly doing comparisons of your product or service against competitors, create content targeting those searching related phrases to gain an advantage over your competition.
The power of Search is in how you use the data. Where else can you directly learn what your audience is searching for? Once you know what they are searching for, tailor your Marketing and Brand strategies to meet your audience's needs. Do that and your business can begin to take their Search Marketing program to the next level.