SEARCH ENGINE MARKETING: SEM OPENS DOORS OF OPPORTUNITIES FOR START- UPS
Imagine you are the founder of a new business. It is cutting-edge, state-of-the-art and perhaps potentially phenomenal. But being a new company, with brand loyalty playing quite the spoilt-sport, has somewhat crippled your ability to get a large number of customers quickly. What should you do to reach out to millions of probable clients? Fortunately, the internet and search engine marketing can go hand in hand to work wonders for your start-up.
Directional and creative: these are the two forms of advertising usually undertaken by a start-up. Creative advertising are the ads we find on the television, radio, magazines, billboards and newspapers. These induce the desire for a service or good. Directional advertising, on the other hand, reaches out to the buyer when he is actually willing to spend money on acquiring the particular product or service. Search engine marketing is essentially directional advertising.
One of the many forms of Internet marketing, Search Engine Marketing (SEM) is concerned with the propaganda of websites by hiking the visibility of such websites in the results given by search engines. Basically two processes may be used to achieve this: pay per click or search engine optimisation. The deed is called ‘optimizing websites’ meaning that your website will come up higher in search results!
Being a start-up, SEM helps your website to gain a much wider audience with it than without it. However, SEM is a listing service that is paid. You need to pay a fee to the search engine for including your website in the pages of their results. While the cost in terms of the fee is something a start-up may be reluctant to shell out, it is this fee that gives credibility to a website. Every penny spent on SEM has a higher probability of fetching visitors to your website and many of those visitors may even become loyal patrons of your firm!