The Ultimate SEM Toolkit: Key Components of a Good Digital Marketing Strategy

July 6, 2018


Think about how many times you’ve looked for information with Google or another search engine this week.


Maybe you checked the hours of a local dry cleaners to see if they’d be open after work, or you wanted to see the menu of a nearby restaurant for dinner. You can search virtually anything from whether dogs can eat grapes to what your public IP is to how to run for office.


Google alone serves up results for over two trillion searches every year. It’s clear we have become reliant on search engines to get the information we want when we want it.


Now think about it from the vantage point of customers searching for information related to your business. Are you likely to appear in their search results? Unless you have a comprehensive SEO strategy, it’s tough to rise to the top of Search Engine Results Pages (SERPS) anymore.  


What you need is an effective digital marketing strategy that goes beyond a traditional focus on SEO keywords. A comprehensive method leverages all aspects of digital marketing such as paid search advertising, social media marketing, digital acquisition, analytics, and marketing acquisition.


The right combination of these elements results in the ultimate search engine marketing (SEM) toolkit, increasing your business’s visibility and driving more interested potential customers to your website.


Let’s take a look at the moving parts of an effective online marketing strategy.


Paid Search - AdWords

Leveraging paid search advertising provides an important digital marketing strategy, benefiting businesses in many ways. If a business only relies on ranking organically, they may go up against hordes of competitors without seeing any substantial improvements in search engine visibility. Rather than taking months or longer to improve rankings, paid search advertising through platforms like AdWords can get your brand in front of prospective customers faster.


Through paid ads, companies can get their business’ website to appear at the front page of a Google Search. This level of visibility at the top of the Search Engine Results Page (SERP) on places like Google, Yahoo, or Bing means more visitors will see your website and will more likely click on the page.


Organic Search - SEO

Businesses use organic search results and search engine optimization (SEO) to improve visibility on search engines with the goal of appearing the highest in the rankings for specific keywords. Including the right string of keywords within website content helps search engines match your site with inquiries from potential customers, increasing rankings and organic traffic.


Organic rankings help build trust and credibility and improve the likelihood of users clicking through your site. Therefore, a combination of both paid search advertising and organic traffic makes a strong digital marketing strategy by increasing visibility of your website while also making it easier for potential customers to find you in a search.


Social Marketing  

Establishing an online presence in social media represents a crucial aspect in promoting a brand. Social media platforms like Facebook and Twitter have flooded the internet and changed the entire way in which businesses engage with their target audience and customer base. Social media gives brands an outlet to post about recent news, relevant information within their industry, or even respond to customer service inquiries and comments in real-time.


Digital Acquisition - Display Ad Marketing & Retargeting

Display advertising refers to the use of banners or other ads in the form of texts, images, video, and audio in order to advertise your business on the internet. Meanwhile, retargeting utilizes cookie-based technology to prevent bounce traffic, or visitors from leaving your site. For example, let’s say a visitor enters your site and opens a shopping cart without checking out. Later while surfing the web, retargeting would then display an ad to recapture the interest of those customers and bring them back to your site. A combination of display ads and retargeting increases brand awareness, effectively targets the right audience, and ensures that potential customers follow through with making a purchase.



Analytics reveal which keywords, ads, and other marketing strategies drive more people to your site and increase conversion rates. Businesses can use analytics to optimize each area of digital marketing. Brands can look at data revealed in analytics in order to assess the effectiveness of different digital marketing strategies and make improvements where necessary.


Learning how to read analytics through platforms like Google Analytics also helps to understand customers better and become familiar with the path and activities that visitors take to get to and navigate your site. In this way, brands can learn how to better target customers while also improving the user experience on a website.


Marketing Automation

Automated marketing provides the technology for businesses to automate tasks such as emails, social media, and other online tasks. For instance, automated marketing tools can instantly follow up with customers after signing up for a newsletter, making a purchase, or other activities, keeping them engaged without the high costs of paying staff.  Meanwhile, pre-scheduling marketing activities like social media posts, newsletters, and other announcements makes it easy to contact customers in different parts of the world at the ideal time.


While in the past, businesses needed to pay large marketing teams to promote their company, now, marketing automation software can do many of those crucial tasks automatically. At the same time, automation opens up time for staff to focus on other areas of marketing such as devising new campaign ideas or finding ways to improve sales funnels.


Fortunately, you can rely on SEM products like those offered us at WGi for a comprehensive digital marketing toolkit to help your business gain visibility and marketing traction. By developing a targeted digital marketing strategy in SEM, you’ll gain the attention you deserve in an increasingly competitive marketplace.


Like a shiny new smart car, all the digital parts come together in a sleek and finely tuned marketing machine that produces more and better results with less effort.


Get your digital marketing strategy dialed in today when you talk with a Web Graphics, Inc. Client Advisor at 1-800-932-7746.


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