Search Marketing, done well, can be a valuable addition to any marketing campaign. To get most value from search marketing as part of your overall campaign, there are certain key criteria that must be adhered to:

  1. Consistent branding – make sure that your search marketing effort conveys the message that you want for your brand. Different looking brands across different marketing channels is damaging, and may confuse customers.
  2. Consistent core messaging – no marketing campaign should be without a crisp and elegant core message. Make sure that this message remains consistent throughout your campaign channels. It is especially easy to lose focus when employing social media as part of the search marketing campaign.
  3. Demographics and targeting – search marketing has the unique advantage of providing more messaging to a more focused target market than traditional marketing. Make sure that the message delivered through search marketing is applicable, interesting and actionable for your target market.
  4. Channels – make use of all search marketing channels. Use social media, video, audio, email marketing and optimized websites to make sure as much of your target market can be reached.
  5. Test – it is much easier to assess the impact of search marketing on overall business results. Be sure to track all the relevant metrics of the whole campaign, and optimize as necessary.

Search marketing can be a valuable addition to your overall marketing efforts. Given that more than 80% of people in the US use the internet to find local services, it should be a rewarding investment.

Filed under: Search engine marketing

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