SEM, also known as Search Engine Marketing, is a great way to increase your website exposure. On this webinar, Lance Loveday of Closed Loop Marketing discussed the roles of SEM and optimization in increasing your conversion rate. Your business may have the best landing page but you need to have as many visitors as possible to be able to sell your product and generate the revenue that you want. You can develop a really good website – something that will enhance the user’s experience but this is not the end of it. In fact, this is only the beginning of the many things that you need to look forward to.
But SEM is just the tip of the iceberg and underneath, activities like Search Engine Optimization (SEO), managing search engine and directories, and creating and developing other marketing strategies. You need to cover all the four corners. Marketing is a tough game and you can’t win by playing safe.
Change Is Good
Change is the only thing that is constant, and this same saying is also applicable to your website, specifically to your landing page. Imagine having the same content (graphics, pictures, and fonts) for the longest time. If you are the customer and you want to buy a product, you wouldn’t do it on a website that looks like its been ages since its last update.
If you are offering something new, highlight the information. Are there new freebies or discounts? Are there new items on sale? Add new channels and expand in different regions. Aside from the work of SEM and optimization, think of what’s next. What are the things that still need to be done? Optimization is synonymous to growth, and where there is growth, there is revenue- there is more income.
The Two Processes Involved In Optimization:
When optimizing your website, or your landing page, you have two choices; Innovating or Iterating. Both processes have its merits and its advantages.
- Innovating – You cannot force the creative process. If you can’t find the things that you can still improve on your website, do some landing page testing and base the change that you want from the result of the tests. Which keywords appeal to your users? What do they want to see on your landing page? What are the things that will push them to buy the product? Remember, you are testing the landing page and not just your advertisement. You have to test all there is to your landing page and that includes the font color, the design, and the wordings and graphics.
- Iterating – This is repeating the only information that matters. Stating the price of your item is a risky marketing strategy, even if you are selling something at a really competitive price. If you want to iterate, you can highlight the benefits of what you are selling and how that product can make your customer’s life easier. Make your message simple and straightforward. Iterating means looking at the different elements present at your landing page and removing all the clutter. Having too much information on one page will not always guarantee a satisfied customer.
You will never reach a dead-end in SEM and landing page optimization. As long as you are in the business, the needs will continue to change, and you need to constantly be riding that change for success. If you want to learn more you can see the entire webinar here.