Importance of SEO vs. PPC/SEM

Again last week, I had a conversation that reminded me that there’s ongoing confusion about two marketing tactics: Search Engine Optimization (SEO) and Pay Per Click (PPC)/Search Engine Marketing (SEM). That’s not surprising for several reasons:

The marketing landscape continues to evolve at an incredible pace. Tools, platforms, tactics, and options are introduced or changed at every turn. Just keeping up requires our team to divide and conquer by specializing and focusing on different areas so we can stay abreast of the latest trends and identify true opportunities.
Operationalizing SEO and PPC/SEM have changed, both in their complexities and the required ability to properly employ and manage them.

At the very least, I recommend you be aware of the two tactics. Both are important tools in our marketing toolbox, and we use them for certain clients when they are the right fit given particular business goals. Here’s a one-page summary to review.

If you do implement either or both of these tactics, remember, they can be an effective addition for general brand building. Should you like to discuss your marketing tactics, please reach out.

Quote of the week:

Nobody reads ads. People read what interests them. Sometimes, it’s an ad.
Howard Gossage

5 Things to Consider when Hiring an Agency

You have been limping along and trying to do marketing and public relations in house with little to no results? There are 5 CIMple considerations in looking for and hiring an outsourced marketing or public relations agency: Does the agency you are considering have experience marketing for the service or product area you and your company focus on? If yes, great. If no, that is great, too! There are pros to hiring an agency with experience, as their learning

Anyone Can Do Marketing

Say, what? “Anyone can do marketing.” Yes, it’s true. Anyone can do marketing. The problem is, being able to “do it” doesn’t equate to being able to do it well. I can’t tell you how many times I’ve met with a prospective client and had an exchange like this: “Historically, what have you done from a marketing/public relations perspective?” “Well, we’ve tried a little of X, and last year we did Y.” “So, last year, for