Most businesses operating in the 21st century now recognize that they need to have an online strategy. Recognizing this need and creating an effective online strategy are two completely different things. The online business world is moving at such a breakneck pace that it can be difficult to keep up with developments and trends.
This means that companies often focus their online strategy too heavily in one area and fail to recognize that SEO, PPC and social all need to be integrated within one online strategy in order for a business to have true influence on the web.
Search Engine Optimization
Paying for your website and online content to be viewed by people is one thing, but boosting the organic search of that content is something altogether different and having a robust SEO strategy is essential for any company that wishes to gain competitive advantage. The Google search box is becoming the default place where the global online population gathers to find answers to questions and solutions to problems.
Something that all businesses have in common is that they provide solutions to people’s problems. By creating a robust SEO strategy that increases your rank within search engines, your business has the power to become a solutions provider for the problems of an online population, significantly increasing your consumer reach.
Pay Per Click
There is no more efficient way of reaching a niche audience with keywords than by using Pay Per Click online advertising. Many organizations spend huge sums of money trying to understand the ins and outs of their target consumers, and one of the best ways that you can apply that research is by appealing to consumers through keywords you know they are searching for and that they respond to.
Businesses that choose to implement PPC campaigns have the great benefit of being able to structure their own messaging exactly as they see fit so they are always promoting a consistent online message. In the online world where any company can write anything about any business, it is particularly beneficial to be able to control your own messaging when reaching out to an audience.
To say that we are living in a social media age is something of an understatement. From teenagers engaging with music artists to adults engaging with online retail brands, the social media world has added a virtual layer to all of our daily lives. Social media platforms have also completely changed the way that businesses connect with consumers, and for this reason it is imperative that all businesses in 2014 are fully connected with social media trends and are implementing social media strategy. Instead of being passive consumers, social media platforms have given every consumer a voice – to tell the world about the customer service of a particular company, to share their feelings about a new product, and to talk directly to brands themselves. For this reason, finding a social media voice and connecting with followers is an essential practice for every business.
In isolation, SEO, PPC and social media are all important. Together they can form online practices that provide businesses with a significant competitive edge.