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An Integrated Marketing Strategy for Small Scale Business: SEO & PPC

The most important Internet marketing strategies are Search Engine Optimization (SEO) and Pay-Per-Click (PPC). They are very useful on their own and when combined, they are extra powerful.

The most important goal for a small-scale business with a website is to turn visitors into potential customers. Before this can happen, you need to get people to visit your website. In other to increase traffic rate, you need two significant things which are Search Engine Optimization and Pay-Per-Click. They have different philosophies for the same solution. It is advisable to implement both rather than choosing one over the other. They perform an amazing role with each other, which will give you the best marketing strategy for small-scale business.

The Search Engine Optimization (SEO)

Search Engine Optimization helps to increase traffic without any charges. This can be done by implementing strategies on your website which helps to show your website on search engine results pages. No payment is required to enable these listings directly. Although, a successful Search Engine Optimization campaign takes a lot of effort as well as time.

The Pay-Per-Click (PPC) Advertising

Your advertisement is inserted on search engines with the aid of social media platform or keywords through a targeted audience. The amount you are willing to pay will determine how often your advertisement will be displayed.

How Search Engine Optimization and Pay-Per-Click work together

Search Engine Optimization and Pay-Per-Click are the two marketing strategies that are frequently used to drive traffic to a website. However, businesses make use of various approaches, different teams working on it, or by hiring two marketing agencies to handle them separately. But this is not the right solution. Search Engine Optimization and Pay-Per-Click can quickly share information among campaigns in other to identify strengths, weaknesses as well as to allow for better decision making for both. The ideal approach is An Integrated Marketing Strategy.

Sharing Keyword Research

Whenever people search on Google, they enter keywords, questions, or phrases that they are searching. The search engine matches the users’ query with the keywords listed for ads, this keyword is then matched to the information on a website page. However, when using Search Engine Optimization as well as Pay-Per-Click marketing, you will likely wish to research keywords that people are searching for and how competitive the keywords are and the possibility of finding it in your ad or website page will show. However, you can utilize this information on both Search Engine Optimization campaigns and Pay-Per-Click campaigns.

But you should know that Pay-Per-Click works faster than Search Engine Optimization. Although you can perform keyword tests with a Pay-Per-Click ad campaign and data are quickly gathered, and then apply it to your Search Engine Optimization Strategy. This will help you to drive the needed traffic in the long run.

Offer Analysis and Written Content

This is similar to keyword research, you are able to test ad copy or offer as well as make use of it in finding your Search Engine Optimization strategy. However, the result of analytic from advertising is very useful. It is easier to discover what text is resonating with your audience or what offers are more intriguing for them to click. This is when you will be able to utilize similar text and offers on certain website pages for Search Engine Optimization (SEO).

The only way you can make content sharing work for you: This is when you discover what text and offers are clicked on frequently in your Pay-Per-Click campaign, this is when you can add the offers to many of your titles or meta descriptions for website pages. What is showed in the search engine results is the title and description. However, you must note that when using well-tested text as well as offers, you have to keep the topic of the website page as well as necessary keywords for the topic in mind. Making use of the appropriate Search Engine Optimization helps your text as well as keywords to actually fit the content of the page.

How to Learn about Your Target Market

Using Pay-Per-Click advertising on social media platforms, you will have to make specific people your target. It can be based on gender, age, interests, location, and so on. When you figure out or learn what part of your target market connects better with your product or service on the internet, utilizing social media is the best way. However, when you learn what market is interested in your ads this will help you hone in your message as well as tailor your efforts on search engine optimization as well as PPC campaign.

The Advantages of an Integrated Strategy for Small Scale Businesses

The Complimentary Timelines

Search Engine Optimization is said to be a long-term investment. When you set up your website pages with meaningful content, keywords, as well as a strong strategy there, will change over time on your website pages.  However, it is possible to do great with Search Engine Optimization and it won’t be necessary for you to make use of Pay-Per-Click ads.

Pay-Per-click advertising is a short-term gain. When you pay for the click, there will be an increase in your visitors. If you add extra money to your bids, this tends to increase the numbers of your visitors more.

One Expertise Source

If you do employ an expert or an agency to help you with Internet marketing, combining strategies and efforts will enable you to concentrate on working with only one. However, this will reduce time, scope as well as costs. You will only need to contact one place regarding your market can cut down on meeting time or consultation.

Saving Resources

When you combine all your efforts such as content analysis, keyword research, as well as target market tests, enable you to save valuable time in your marketing efforts. However, the extra savings can be returned to your marketing budget or utilized in a different aspect of your small-scale business.


An Integrated Marketing Strategy, What If You Don’t Have the Budget?

Don’t look at Search Engine Optimization and Pay-Per-Click as different marketing. Although you might think you don’t have a sufficient budget for the two, when you look at them as one holistic integrated marketing strategy, your budget can be sufficient for both.

If you don’t see the need to gain immediate traffic as a result of being overcapacity. It’s advisable to concentrate only on Search Engine Optimization, but it is not advisable to do Pay-Per-Click without a Search Engine Optimization strategy.




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