Tur­bocharge your business

Fraser Coast Chronicle - - NEWS -

SEARCH­ING is one of the most pop­u­lar ac­tiv­i­ties on the in­ter­net and an in­te­gral part of the mod­ern con­sumer jour­ney.

With on­line ad­ver­tis­ing be­com­ing in­creas­ingly com­pet­i­tive, busi­nesses look­ing to grow are en­cour­aged to lever­age the fre­quent use of search en­gines in the con­sumer’s de­ci­sion-mak­ing process.

Re­cent fig­ures show that only 18 per cent of small busi­nesses in the North­ern Ter­ri­tory have any on­line pres­ence on ad­ver­tis­ing chan­nels like Face­book and Google.

Search En­gine Mar­ket­ing — or SEM — is the process of ac­quir­ing vis­i­tors to a web­site by means of paid ad­ver­tis­ing on search en­gines such as Google and Bing, in the hope that they be­come a pay­ing cus­tomer.

For ex­am­ple, a new fam­ily plan­ning their in­ter­state re­lo­ca­tion to Dar­win will want to head on­line to re­search where to live, what schools to en­rol chil­dren in, and sport­ing club or spe­cial in­ter­est in­for­ma­tion lo­cally.

A search en­gine combs through bil­lions of web­sites, blogs and other list­ings to find the prod­uct most rel­e­vant to this search.

There could be hun­dreds or even thou­sands of search re­sults that are rel­e­vant to this topic, and not all busi­nesses will make it high enough in these list­ings to be con­sid­ered by a po­ten­tial cus­tomer.

Dig­i­tal mar­ket­ing spe­cial­ists like News Xtend, a Google Pre­mier Part­ner, use SEM to place a tar­geted ad in front of an in­ter­ested cus­tomer, com­pelling them to take im­me­di­ate ac­tion and en­gage with a spe­cific business.

NT News gen­eral manager Greg Thom­son said SEM has be­come an in­te­gral part of how business is evolv­ing and re­fin­ing their dig­i­tal mar­ket­ing strat­egy, en­sur­ing they re­main ag­ile and rel­e­vant in mar­ket.

“SEM pro­vides a solid foun­da­tion to en­sure that your business can be found quickly and easily by the peo­ple who need your prod­uct or ser­vice and are ac­tively in the mar­ket look­ing for you,” Mr Thom­son said.

“Our News Xtend clients re­port a sig­nif­i­cant in­crease in traf­fic to their web­site by ramp­ing up SEM.

“We are find­ing we can now reach the right peo­ple, at the right time and in the right way.”

The power of SEM is that search en­gines such as Google can tar­get po­ten­tial cus­tomers based on lo­ca­tion, de­vice, in­ter­ests, trending top­ics in their in­box and past search his­tory.

News Xtend’s NT-based dig­i­tal sales spe­cial­ist Pablo Den­niss said the suc­cess of a SEM cam­paign could be en­hanced by the web­site’s func­tion­al­ity. “You’re more likely to see pos­i­tive re­turn on in- vest­ment from SEM ad­ver­tis­ing cam­paigns when a web­site al­lows for a great user ex­pe­ri­ence, and there are many tools you can use to iden­tify web­site pain points. Try search­ing for ‘Test My Site — Think With Google’ on Google as a start­ing point.” For busi­nesses want­ing to en­sure po­ten­tial cus­tomers con­nect with them, and not ri­vals, SEM is a crit­i­cal part of the dig­i­tal mar­ket­ing puzzle.

To find out more, phone (08) 8944 9831. A News Xtend mas­ter­class is be­ing held in Dar­win on Au­gust 14. See be­low for de­tails.

Pic­ture: KERI MEGELUS

News Xtend NT-based dig­i­tal sales spe­cial­ists Kirsten Por­te­ous, Pablo Den­niss and Jemma Aitken

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