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

The Tale of Two Marketing Committees

Committees. Depending on your experience with one, you may think they’re great, or maybe a total waste of time. In a nutshell, some get results, some don’t. Here’s the tale of two types of committees. Both are real examples spanning years. Marketing Committee #1: Twelve years ago, we met with a sizeable law firm’s marketing committee to assess their situation and make recommendations to position and grow their firm. There were 12 committee members present. During

Don’t Let Analysis Paralysis Take Over Your Marketing

Do we need some PR? Someone asked me why she couldn’t find us on Facebook. I feel like we’re being left behind in social media. Should we do that sponsorship? Maybe we should do something. Maybe we need a plan. It’s time to move the dial on our business plan…wait, we haven’t updated “the plan” since 2009. The New Year may be a good time to start. Let’s set a meeting to talk about our marketing. We

The Hollywood Remake, the Everyday Company Way

We see it every day: the revamp, refresh, reimagine or relaunch of movies and TV shows from 10, 20 and 30+ years ago. Oftentimes, these new versions are met with protests from a fan base unwilling to allow the update or alteration of the classic worlds and beloved characters the fans have come to know. Similarly, refreshing a corporate brand, while necessary from time to time, may bring resistance and protest from supporters, both internal