Search engine marketing, or SEM, is designed to increase a website's visibility in search engine results pages (SERPs). Search engines provide sponsored results and organic (non-sponsored) results based on a web searcher's query.:117 Search engines often employ visual cues to differentiate sponsored results from organic results. Search engine marketing includes all of an advertiser's actions to make a website's listing more prominent for topical keywords.
With the ability to rank organically in search engine queries, bloggers excel at increasing a seller’s conversions. The blogger samples the product or service and then writes a comprehensive review that promotes the brand in a compelling way, driving traffic back to the seller’s site. The blogger is awarded for his or her influence spreading the word about the value of the product, helping to improve the seller’s sales.
You’ll want to use email, blogging, and social media tactics to increase brand awareness, cultivate a strong online community, and retain customer loyalty. Consider sending personalized emails to past customers to impress or inspire them -- for instance, you might send discounts based off what they’ve previously purchased, wish them a happy birthday, or remind them of upcoming events.
Content marketing: Writing articles or blog posts related to your business and submitting them to be published on other websites is another great way to reach your target market for free. Although mass distribution of a single article across the web doesn't have the same SEO benefits it once had, submitting exclusive articles to a specific site can still reap many rewards including SEO, boosting your credibility, and reaching a market that might not otherwise know about you. Because writing can be time-consuming, you may want to consider how you can repurpose what you write into other forms of content or with new angles for other audiences.
You'll want to pick a profile picture that’s easy for your audience to recognize -- anything from a company logo for a big brand, to a headshot of yourself if you're a freelancer or consultant. Being recognizable is important to getting found and Liked, especially in Facebook Search. It’s what shows up in search results, pictured at the top of your Facebook Page, the thumbnail image that gets displayed next to your posts in people’s feeds … so choose wisely.