SEM Tactics to Employ
Old-school marketing can’t be resuscitated. The landscape has changed. Marketing must morph into something different. Traffic alone won’t be enough. We must shift from the advertising/marketing/sales silo strategy to an all-encompassing customer persuasion worldview.
So when sitting at the conference table concocting your SEM strategy, do the following:
• Shift more resources to conversion tactics and less toward traffic generation. Develop online strategies that offer visitors information and options customized to their needs; this will begin to lessen your dependence on traffic.
• Focus on holes in the buying process (i.e., where visitors might be falling through), rather than holes in the traffic-acquisition strategy.
• Commit to making your SEM efforts more relevant. The new marketing world order is about relevance, not traffic, reach or message posturing. It’s not just about getting your message out there. It’s about being real and saying something true and meaningful in the most compelling way possible.
• Devote time and resources to better know your customers and their needs. If you don’t know who your customers are and where they are in the buying process, and you don’t have a conversion plan that goes beyond a watered-down landing page, you might as well flush that SEM budget.
Jeffrey Eisenberg is co-founder and CEO of Future Now Inc., a New York-based consultancy that specializes in online conversion strategies. He can be reached at firstname.lastname@example.org, or via (877) 643-7244.