A business needs customers. More are the sales, more is the revenue and further, the business expands accordingly. This is not something new to you, but are you able to expand your business at the pace your competitors are growing? You are investing in building marketing strategies and moving towards the digital world, but still, the ROI is not matching the investment. For any business, there are basically two ways of growth and reaching the audience – first that you either tell people about what you do and how can you be of help to them and second when someone else recommends your company based on their experience of your services and products. No matter how many fancy buzz words one can use but the whole marketing industry works on these two basic principles. There are techniques like PPC (pay per click) that pay a certain amount to the search engines so that the business is listed in the top searchers. But if you want to get to the top of Google and that too for free, then SEO (Search engine optimization) is your best choice.
First Principle – Tell customers about your business
The strategies like PPC and paid search terms are interchangeably used in the digital world. The top links of a google search are what the end-user is more focused on and Google Adwords, PPC and other methods are used to create Sponsored Ads. All of this is done via PPC models wherein you have to pay a nominal fee each time one of your advertisements are clicked.
There are various benefits of investing money in promoting your business. The PPC campaigns can help you reach the targeted customer base. You don’t just need visitors but visitors that can become a lead. The sponsored promotion have algorithms that consider factors like age, location, user preferences, similar services or products used by them. This enables the promotion to bring quality traffic to your website. Along with this, the search engine frameworks are programmed to generate quick results and the business owner can measure the success, traffic count, prospect clients, budget allocation and utilization, the conversion rates and etc in a more interactive and graphical way.
Second Principle – Let customers come to you organically
Ultimately, the prospective client would use some keywords to search you on the search engines. This means that the business website needs the content placed or embedded in a way that it matches the relevant keyword. Behind the scenes, there are many activities that are performed by search engines like Google before the results are shared. Search engine optimization is the best method to organically (without any additional fee involved) to your business. Most of the businesses do not opt for digital marketing since the vendors show fancy things with a huge investment. SEO is for free but yes you need an expert to help you efficiently utilize its capabilities. The inbound traffic reaches the target customers based on the top searched keywords and how informative our content is as compared to our competitors. This might be a bit slow process but is a consistent way to promote your business.
Finally, the landing page of the website decides whether the user will be converted into a client or not. SEO and PPC can just bring the customer to your website, but there are other factors that affect the conversion rate.