seo sem & social media
Your company has an opportunity to increase revenue and build brand presence by instituting a robust digital marketing strategy. A successful digital strategy is based on leveraging Owned, Paid and Earned Channels, analyzing competitors in the space, and executing a sound Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategy.
There are three major components to digital media: Paid, Owned and Earned.
Paid is exactly what sounds like: purchased media to reach out to strangers not otherwise familiar with your brand to target individuals searching for your services.
Owned media is the component we have the most control over, and if we develop this segment properly, and effectively interact with (potential) customers, we gain traction in the Earned category.
Earned media is won when we become the recognized subject matter expert and develop a very happy customer base, so much so, that they become advocates for our brand through a variety of digital media.
We can all agree that being easily found online is a vital to success. So let’s start with the channel we have the most control over, the Owned Channel, and ask ourselves:
- Do you have a website?
- If so, is it as effective achieving your goals as you would like it to be?
- Is it optimized for mobile interface?
Once you have an effective website, it needs to be optimized to ensure it’s found by people looking for your product or service.
It is worth noting that through effective SEO we can improve organic search results, and therefore is the most cost effective (lowest cost per lead) engagement strategy available. What makes good SEO? There are a variety of factors: on page factors, off page factors, regular and optimized content development, etc. Be very wary of anyone who claims they can get you a number one ranking overnight. Quality SEO takes weeks if not months and is iterative, requiring constant updates. At Ardent we use a variety of third-party tools as a part of SEO analysis and optimization best practices. These tools allow us to gauge your existing pages, and identify ways to improve them. We can help you navigate these processes to best position your website.
SEM is the process of developing advertising to deliver potential customers to your website or landing page. SEM is the most immediate way of driving traffic to your site, thus increasing ROI and minimizing cost. The Ardent team will collaborate with you to identify advertising opportunities, build ads, and provide landing page consultation and development if necessary.
There are many opportunities across social media, however, not all may be appropriate for your goals. Advertising on one platform may make a lot of sense for some clients, whereas it would be ill advised for others. Ardent helps you to consider the social media presence that is right for you, and then develop advertising that is appropriate for your goals, and engaging to prospective customers.
Your competitive set is always a consideration, however whether it be organic presence or SEM, there are not insurmountable competitive hurdles. As a part of the digital audit step in our digital strategy process we identify the channels used by your competition (SEO SEM Social Media), their spend and where there are opportunities for you to best compete. Contact us today and let us get started identifying new ways of helping you succeed.