If you don’t have a strategic plan for your holiday marketing yet, now is the time to get started. It’s important to focus on the types of online marketing that can be launched quickly and will provide an immediate return. Search engine optimization (SEO) will take too long to build momentum, which means that you’ll probably have to de-prioritize it until after the holidays. However, there are plenty of marketing channels to utilize that will help your business catch up to the competition faster than Santa’s sleigh.
Thanksgiving is almost here, which means it’s crunch time!
If you don’t have a strategic plan for your holiday marketing yet, now is the time to get started. It’s important to focus on the types of online marketing that can be launched quickly and will provide an immediate return. Search engine optimization (SEO) will take too long to build momentum, which means that you’ll probably have to de-prioritize it until after the holidays. However, there are plenty of marketing channels to utilize that will help your business catch up to the competition faster than Santa’s sleigh.
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Micro-moments are the hottest conversation in today’s mobile-dominated shopping environment. These intent-driven searches are responsible for determining purchase decisions and shaping consumer preferences, which makes them the holy grail of marketing.
The nation’s largest brands have marketing teams analyzing micro-moments and crafting strategies to convert them into sales across all consumer segments. But the micro-moment conversation isn’t just reserved for board rooms – it’s also accessible to small local businesses. In fact, with their centralized competition, local businesses are even better suited to take advantage of key moments when shoppers do research and make decisions on-the-go! Who are your competitors?
Chances are, you probably have a list of other companies that have similar offerings and operate in the same geographical space as your business. If you hired a digital marketing agency and they asked for your biggest competitors, you’d rattle off a few names from the top of your list and ask for help outdoing them online. However, when it comes to paid search advertising (PPC) and search engine optimization (SEO), your usual competitors aren’t your only competitors. And in some cases, they aren’t even your biggest competitors! While consumers determine who your direct competitors are by comparing products and services across similar companies, search engines determine who your competitors are organically by comparing content across pages. As a result, your online competition can vary widely based on your industry. These are the top competitors you should be aware of, as well as tips for outranking them online: One of the trickiest parts of doing paid search advertising is deciding which products to advertise.
Business owners usually want to run ads for all their products instead of being restricted to a few key products or product lines. However, putting together and managing campaigns and ad groups for all your offerings simply doesn’t work (unless you have a very limited lineup of offerings). An approach this broad is time-consuming and ineffective, which is why it typically leads to burnout and wasted ad budget. Any online advertising expert will tell you that focusing on a subset of products or services is always a better strategy! So, how do you decide what to advertise online? Thank you for following our ongoing PPC for Beginners blog series. If you’ve missed any of the previous articles, you can find them here:
We’re wrapping up this series by answering another frequently asked question – “Can PPC replace SEO?” (Spoiler alert: It can’t.) There is a lot of confusion around this topic because both types of online marketing use keywords as building blocks and they share similar goals, which leads new advertisers to falsely believe that PPC and SEO are interchangeable. This misconception leaves advertisers without the relevant information to make informed marketing decisions. We don’t want you to fall into the same trap! Hopefully after you’re done reading this article, you’ll understand the essential differences between PPC and SEO, be more knowledgeable about how they work together, and feel equipped to make decisions about prioritizing your marketing efforts. |
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