Given the high use of internet for most of our activities today, it is important that we devise online marketing strategies. Two very important internet marketing strategies widely used today are Social Media Marketing and Search Engine Marketing. Both these strategies are different only in approach and the kind of traffic they attract. However, you should remember that these are two sides of a coin and need to go hand in hand for any internet marketing strategy to be successful.
Search engine marketing is a kind of internet marketing through which companies improve their rankings on search engines and ensure more traffic to their websites. Search engine marketing is largely of three types, using pay per click advertising method, placing strategic advertisements containing precise information on various search engine websites and lastly, with some search engines, it is possible to pay and be included as a higher ranking page. However, the best way to ensure success in search engine marketing is to make your website search engines optimized by using appropriate keywords, unique content and other SEO techniques.
Social media marketing, on the other hand, is a way in which you engage with your customers by using various social media tools. By using various social media tools, you can actually disseminate information about your company to a group of people who are actually interested in reading about it. By giving people opportunity to air their opinions on a particular aspect of your business, you are actually building relationships. A good profile with excellent content and by directing good traffic to your website, you can use this strategy effectively.
The primary difference between the two strategies is the time taken by each to generate incoming traffic to your website. It is seen that search engine marketing brings in more traffic to your website at a much faster rate than social media marketing, which takes some time to generate quality traffic to your website. However, even if social media marketing takes time, it ensures long lasting relations with the people who visit your website.
Secondly, people often state that it is difficult to measure social media marketing but it is not impossible. Using the right analytics, it is possible to measure the ROI of a blog as well as the exact amount of traffic coming from social media sites to your website. Measurability is very easy in search engine marketing as the course of incoming web traffic to your site is more visible. In addition, pay per click strategy and placement of paid ads help in measuring the impact.
Third difference is the kind of traffic attracted by each marketing strategy. Search engine marketing attracts SEO traffic, which include people who are actively searching for your product or service, thereby ensuring high rate of conversion into customers. Social media marketing, on the other hand, attracts organic traffic, which may or may not be interested in what you have to offer. However, once you have managed to convince the person about the relevance of your company, the conversion is absolute and one that will continue for a long period.
In conclusion, it is best to say that for any internet marketing strategy to be successful, both strategies should be used in tandem, starting with the search engine marketing strategy to create large number of hits to your website and then following it up with the social media marketing strategy to ensure your customers stay loyal.