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How to Choose the Right PPC Agency: 12 Steps to Selecting a New PPC Agency

Tips to help you select the digital marketing agency that best fits your needs.

Paid search is an ever-changing field. For marketing professionals whose time is already at a premium, finding the time to stay up-to-date with the latest techniques and nuances can be challenging. If you are new to the PPC field, you may feel under-experienced to be running campaigns. Hiring a PPC agency may be the best way to boost ROI and free up your time for other channels.

Agencies often prioritize learning. They understand that to remain effective, the teams that work for them must stay abreast of the latest trends and techniques. Account representatives are experts in their field, and they typically have access to systems that help them increase effectiveness for clients. In the same way that no single marketing strategy fits all companies, there is no one-size-fits-all solution for PPC management. Here are some tips to help you hire the right SEM agency for your business.

1. Have a List of Goals and Objectives

Before you begin your paid agency search, make sure you know what you want to achieve. For example, building brand awareness, fueling your pipeline, launching a new product or service, increasing conversions, or improving online revenue. The more specific you can be about your objectives, the better chance you have of partnering with an agency successfully. Goals are crucial for ensuring strategies developed and the tactics used are in line with your business needs.

2. Identify Which Services You Need

Perhaps you want to run paid search ads or add content to boost your SEO ranking. When making the list of agencies to contact, make sure they have experience with the services you need. You may want to screen out any that only focus on one area, such as SEO. A PPC company that integrates paid search with other online marketing services can work with you to a higher degree and help you understand customer behavior across various digital channels. Over time this can improve campaign results and increase ROI. Services that paid search agencies typically offer, include the following:

· Paid Search (SEM, PPC)
· Content Marketing
· Conversion Rate Optimization
· Social Media Advertising/Paid Social
· Shopping Feeds
· Display Advertising
· Remarketing/Retargeting

3. Have a Budget In Mind

You may have an estimate of what you can spend for a PPC company, whether it is a percentage of your overall marketing budget or based on what you have spent in the past. When searching for an agency to work with, ask for their opinion: Is the amount adequate to obtain your objectives? Is PPC the best way to go, or should the funds be spent on a different channel? The way they answer these questions demonstrate whether they can explain it in a way you not only understand, but also believe. If they don’t think you are budgeting enough, does their reasoning make sense? Ask if they recommend an alternate channel where the spend may be more effective.

4. Determine the Fee Structure

When it comes to pricing, the terms should meet your budgetary requirements. There are several options to consider:

· Flat monthly fee
· Percentage of the advertising spend
· Hybrid approach

There are pros and cons to each. But what deliverables are included in the services you’re signing up for? Are there any hidden fees? Will you need to hire additional resources to get the job done? Discussing such questions with the agencies you interview can help you decide which will work best for your business.

5. Discover Whether They Are a Cultural Fit

Finding the right cultural fit is essential for the success of your relationship with an agency. Not because they will work with you or your in-house team on some aspects of the campaigns, but a shared perspective enables effective collaboration. Even if it looks good on paper, if you don’t share similar values, the teams won’t mesh and work well together, which can affect productivity and effectiveness. You want a firm that is motivated and passionate about what they do and takes pride in the quality of work they provide.

6. Learn about Their Communication Style

Before retaining an agency, you should discuss what your expectations are in terms of communication. Is receiving a weekly email with updates enough or do you prefer a phone call? Do you want specific information in the reports? The firm should also make their preferences regarding communication clear. Do they recommend regularly scheduled meetings and updates? Is the whole team involved, or just the account manager?

Discuss what the agency needs from you and their expectations. Will they be partnering with you to strategize and execute or simply providing recommendations for your team to carry out? When both sides communicate clearly, the partnership can proceed more smoothly.

7. Experience and Expertise

When discussing the possibility of retaining an SEM agency, find out who will liaise with you regularly and learn more about who will be working directly on your account. The agency you hire must be able to navigate today’s complex landscape and have the chops to make your PPC campaigns successful.

· Account strategists help you reach your goals by directing the account and setting the overall strategy.
· Tracking experts and analytics specialists set up campaigns, track analytics, and analyze the results.
· Conversion rate optimization specialists continuously test landing pages for improved ad performance.
· Graphic designers ensure your ads and landing pages look great and attract – and convert – the right traffic.

Not every agency will have dedicated teams with all of these positions. Some have senior managers who own several of these roles, while others may use junior talent and freelancers. It’s important to understand the level of expertise you are getting and whether it is commensurate with the fee.

8. Ensure You Own the Data

It’s possible that, over time, you may decide to find a new agency or build an in-house team to work alongside or in place of your agency. Prepare for that in advance by ensuring that the Google Ads accounts, landing pages, and creative assets, are all yours. When you work with an agency, not only should you receive experienced PPC management, but your creative assets should build. Make sure the account is set up using your e-mail account and that you have full access to the paid ad account(s), but grant the agency full access, so they can create and manage campaigns as needed.

Having historical data is crucial to tuning your campaigns; if the Google Ads information isn’t yours, you will have to start over again, which wastes valuable resources. When the partnership with the firm ends, you should be able to take everything with you.

9. Determine your Key Performance Indicators

List which performance indicators are most important to the success of your campaigns. This can help you measure results and how they help you attain your goals. Some of the most common KPIs include:

· Cost per Acquisition
· Return on Investment
· Conversion Rates
· Sales Closing Ratio
· Customer Lifetime Value

10. Look for Transparency

Reporting results can be subject to interpretation. The paid search agency you hire should be willing to share the complete, unaltered information related to your KPIs. In addition, the reports they design should match your internal metrics so that you can get a consistent view of performance. The data they contain should be detailed and up-to-date, not days or weeks old.

11. Ask About Certification

One factor to consider when choosing an agency is whether they are Google Ad certified or a Google Premier Partner. This accreditation is earned by individuals that attend training and demonstrate proficiency in a broad range of Google Ads features. Some team members may specialize in areas that can benefit your campaign, particularly if you serve a small, specific niche.

12. Request Flexible Contracts

Look for firms that offer flexibility in contract lengths. Consider whether they are willing to accept short-term contracts. Professional agencies who offer this option are confident in their ability to provide the best services for your business and that you will want to renew with them. Before you sign, read the out clause and understand what your options are if you want to leave the agency.

The great thing about digital marketing is that it can be done from anywhere. You can choose the best agency for you, regardless of location. This opens your campaigns to a new realm of possibilities that you may not have had the opportunity for previously. When deciding on an agency, look for the best service, cost and team that fits your needs – not location. With video calls and messaging services, location really shouldn’t matter. And hey, if occasional in-person meetings are a must for you, transportation makes that pretty easy too.

Contact Us Today

Pay per click advertising campaigns can deliver targeted, highly qualified traffic when developed correctly. At HawkSEM, we provide a customized approach based on your particular needs. Our passion for results and drive to meet goals ensure we do right by you, generating a higher ROI. Contact us today to learn how we can help dramatically improve your digital marketing results.

HawkSEM Named a Top Enterprise SEO Company by!

HawkSEM Named a Top Enterprise SEO Company by!

At HawkSEM, we pride ourselves on making our client’s smile. It’s simple, but it drives our business to be the best we can be. The importance of Search Engine Optimization (SEO) is being realized more and more each year, with more firms actively employing the uses of SEO firms around the world. We are honored to be recognized by Clutch as one of the top Enterprise SEO Companies.

Clutch is a B2B ratings and review service that is headquartered in Washington D.C. Clutch differs from its competition by completing an in-depth review process before rating the company. Clutch does market research, analyzes this research, and most importantly, conducts interviews with clients in order to craft the most unbiased review possible. That is the reason we are so happy to have been positively reviewed by Clutch and in such a high manner. Our profile on Clutch currently has a 5.0 star rating out of 5.0 stars and has multiple reviews, which we would love to show you below:

“They have the expertise, knowledge, and time to push things forward on their own.” –
Communications Director, As You Sow

“They hit the ground running, learning what our programs are and fine-tuning the strategy around the keywords in the ad copy.” – Director of Marketing, Public University

Clutch also has two sister sites, The Manifest and Visual Objects.

The Manifest is designed to show clients a quick view of a company, showing the company’s location and the services that the company provides, all at a glance. Furthermore, The Manifest also has a How-To Guide built in for the client if they are looking to hire the 3rd party business found on the site. The Manifest has us listed as one of the top digital marketing agencies in Los Angeles.

Visual Objects offers the client a much different look at a company by providing a visual portfolio for the company. This portfolio is created by Visual Objects to showcase to the client the outstanding creative designs that companies have done in the past. This is helpful for advertising companies and even SEO companies like ours, as Visual Objects has us ranked one of the top digital marketing companies on their site.

HawkSEM is honored and humbled by the ratings and reviews left by Clutch and our clients. We have always prided ourselves on making the client smile, and while the mission may be simple, these reviews have shown it is overwhelmingly effective. We look forward to continuing our partnership with Clutch in order to further our tradition of excellent customer satisfaction.

New Heights for HawkSEM as a Leading PPC Agency

Results are everything to our team at HawkSEM, both in terms of the growth that we usher our clients toward and in terms of the personal progress that our entire team achieves. Through our focus areas of social media marketing, SEO, conversion optimization, and PPC, HawkSEM scales revenue and launches every customer to unprecedented heights of profitability.

We love seeing clients rack up results that make them happy, but we’re also excited to share some news celebrating HawkSEM. Clutch, a Washington, D.C.-based B2B research and reviews agency, recently published its listing of firms with the top PPC management services around, and we earned one of the top-10 spots in a field stacked with over 200 competitors.

This accomplishment reflects the excellent quality and strong performance of our market
presence, operations, and industry experience, among other criteria that Clutch analyzes in creating and compiling its rankings. Beyond the hard data that factors into company evaluations, client feedback also weighs in strongly.

They’ve done a great job. I gave them all the information I could and let them get to work. I offered a little guidance for subject matter that was difficult to parse and they picked up very quickly,” beamed one of our customers, the communications director of a nonprofit. “They have the expertise, knowledge, and time to push things forward on their own.

The numbers clearly speak for themselves,” highlighted a second, the marketing director at a public university. “Having consistent management of our campaign has been really crucial to our success. They’re very concerned about our metrics and our costs. They’re respectful of our money and spend it as if it was their own.

The Manifest and Visual Objects, sister companies to Clutch, also speak highly of HawkSEM.

Business news and insight website The Manifest highlighted our team in its round-up of the top SEO services in Los Angeles, while Visual Objects, a portfolio curation platform, listed our design and development experience in a showcase of firms with superb digital marketing experience.

In a busy advertising and marketing scene, HawkSEM relishes knowing that we’ve distinguished ourselves from the pack with our exceptional strategy and skills. Whether you’re looking for PPC, design, or SEO work, your growth and profitability are ensured and safe in our hands. Reach out to us here to learn more about out the results that you’ll achieve with us – we look forward to collaborating to scale your success together!

HawkSEM Reviews 5 Star on!

HawkSEM Joins Clutch!

Without the right strategy, a digital program has no chance of success. At HawkSEM, we focus on maximizing revenue through ROI driven campaigns. We do this by targeting the right people, at the right time. This is especially important as personalization only grows more significant in the search marketing space.

We’re always thinking about ways to improve. Recently, we joined Clutch, a B2B ratings and reviews platform. Clutch uses data, qualitative insights, and client reviews to evaluate the companies featured on their platform. In the pay per click category alone, there are 2953 firms! It’s a competitive industry, and the world of search is always changing. For this reason, we’re grateful to have anything that can help us show prospective buyers our unique approach and proven results.

As part of our presence on the directory, Clutch collects unbiased and comprehensive reviews from our clients, and our clients, who have graciously given their time, provided very useful insights. Some highlights are shown below:

“They have the expertise, knowledge, and time to push things forward on their own.”
Communications Director, As You Sow

“We’ve seen an increase in leads from their PPC work.” – CEO, Real Estate Firm

“They hit the ground running, learning what our programs are and fine-tuning the strategy around the keywords in the ad copy.” – Director of Marketing, Public University

Our team could not feel better about receiving a perfect, 5 stars from our clients. On Clutch’s sister website, The Manifest, our company is also featured in quite a few categories, including social media, another marketing technique that demands a skilled and trustworthy partner. HawkSEM is excited to continue explore the possibilities of marketing with new partners. If you’re also a business looking to leverage the latest technologies and trends to meet their goals, contact us today to get started.

PPC Management – Increase ROI Year-Over-Year

How much are you spending on SEM every year? North American advertisers spent nearly $20 billion in 2012 alone. With that much money being thrown around, it’s important to focus on SEM and PPC marketing campaigns that produce real results, year after year—in other words, ensuring that the money you spend provides you with a significant ROI.

If you’re a digital marketing manager or CMO, you need to possess the resources and knowledge to properly measure ROI to be successful. Here are 5 helpful practices to improve PPC results, year over year.

How to Track ROI From PPC

To properly track ROI from PPC campaigns, you’ll need to have robust tracking tools (not just conversion tracking on Google AdWords), the latest technology, an experienced team, lead scoring and a detailed reporting system. The technology should be able to track specific keywords, ad copy, landing pages, ad position, and other factors that determine which visits lead to conversions. From this point, you can include these keywords into your CRM.

To elaborate take this example into consideration. AdWords will show that the keyword “refi Mortgage” led to the conversion and it stops there. What you really need to be tracking is:
• Keyword: “refi mortgage”
• Match type: exact
• Ad position: 2
• Ad Copy: “Lowest Refinance Rates”
After, your sales team has spoken to each lead, they must give it a score (we like to use a 5 star system). All this data together ties the loop to properly track ROI.

Launching an ROI-driven PPC Strategy

So you’re ready to launch a new PPC strategy that focuses on ROI. You’ll need to focus on three specific areas:

• Effective & Insightful Tracking
• Proper keyword targeting
• Relevant & Conversion Oriented landing pages

Part 1: Proper Tracking

Tracking goes above and beyond merely slapping a tracking code on your website and assuming the situation is now being handled. You may get some basic statistics from doing this, but how can you boost ROI based on this alone? As mentioned, you need to have the proper technology to really track effectively.

Part 2: Keyword Targeting

Keyword targeting is critical. Once you discover which keywords are generating the best leads, you’re well on your way toward developing an ROI-centered marketing campaign. In addition, there are multiple programs out there that can assist you with new keyword ideas, variations on keywords, and synonyms.

Part 3: Landing Pages

If executed properly, your landing page will be clear, concise, and conversion oriented. Verify that the landing page is not linked from anywhere except your PPC campaign to ensure effective tracking. By developing unique landing pages for specific ad groups/keywords and utilizing Dynamic Keyword Insertion (DKI), you will increase your conversion rates.

Know Your “Money Keywords” to Convert Conversations Into Customers

When it comes to budgeting SEM, most people have their bidding strategies backwards. Your campaign needs to be built around the understanding of what ROI ratio you are trying to achieve. If you are bidding a specific amount of money because you know what position it will put you in and what kind of traffic it will generate, and then multiplying that number by the conversion rate, you are going at things completely backwards.

Are you properly tracking ROI from PPC? If not, we would love to help you get all set up, get in touch with us today.

5 Proven SEM Strategies to Reduce Cost Per Acquisition (CPA)

Your customer base is the proverbial goose that lays the golden eggs, in that you have to keep feeding new customers into it in order to maintain profits. Yet you’re probably already aware of just how costly feeding that goose can become. If you allow your customer acquisition costs (CAC) to become to too high, you’ll quickly see those golden eggs start to shrink as your goose becomes a bloated, unhealthy mess, incapable of producing the kind of results you need.

Thus, the challenge then becomes being able to grow your clientele by bringing the right kind of customers in at just the right price. Sounds simple enough, right? Well, without a working knowledge of the market strategies proven to achieve such a goal, you risk wading through an unending stream of unsuccessful marketing ploys.

Proven Cost-Effective Techniques

  • Optimize and grade your leads: Too often, undecided clients let the sales cycle linger out of control, turning sales reps into marketers. Set clear criteria for your marketers based upon targeted, segmented feedback to determine what qualifies as a lead that can be passed on to your sales team.
  • Focus on what works: Monitor initiatives to see which yield high and low conversion rates. Don’t be afraid to abandon those that produce few results.
  • Don’t be afraid of customer trials: Market research has shown that consumers value a company’s willingness to guarantee their products or services at their own potential expense. By offering your new customers a trial period, you’re more likely you keep them over the long haul.
  • Indulge their need for instant gratification: By offering an incentive to work with your company, you’re engendering within customers an immediate sense of brand loyalty.
  • Enter the virtual world: If you’re one of the few holdouts that has yet to fully embrace internet marketing, it’s high time you became converted. Recent years have seen online marketing catch up and even threaten to overtake traditional marketing methods as the preferred choice in the business world. Much of that is due to its cost-effectiveness. Campaigns built around SEO and PPC often achieve better results than most other real-world marketing strategies, and often at a fraction of the cost.

The battle to keep your CAC down can be a difficult one, yet if you remain committed to seeing it done and have the right resources at your disposal, you can successfully keep your golden goose a laying. We here at HawkSEM are one such resource. As experts in SEM, we’re well-versed in all of the market strategies proven to keep customers seeking you out without you having to break the bank. To see just what we can do for your company, contact one of our team members today.

The Challenge of Cost-Effective PPC

So you’ve finally made the commitment to go all-in on a full scale PPC campaign. That’s great, yet there’s just one problem: so have quite a few others. Competition for keywords drives the prices publishers will charge for them up. Ultimately, you could easily see yourself spending more to generate new leads through PPC than you could recoup through actual transactions.

7 Tips to Keep Costs Low

That’s not to say that there are no ways for you to essentially achieve an ROI from PPC. Such techniques do exist; you just have to recognize them, and have the wherewithal to see them through:

  • Start by looking within: Look at your best customers. Analyze the feedback that they give as to what marketing tools brought them to you, and then focus your new acquisition campaign on that content.
  • Focus on specific keywords: Analyze search queries and results to see what specific keywords or phrases are uniquely relevant to your company. Too often, companies allow vagaries to limit the effectiveness of their search words or terms.
  • What makes your ad “clickable?”: The “clickability” of your ad depends largely on the relevance of the keyword it’s built upon. Connecting keyword relevance to click conversions allows you to enhance your ad’s effectiveness.
  • Eliminate strays: While many focus all of their attention on creating new content, you should also not forget the potential of that which you already have. Examine your paid ad for language can be misleading and produce unwanted or unproductive clicks, and then eliminate it.
  • Look at what you’re offering: Are you losing customers because you offer too much online, thus giving them no incentive to convert from casual observers to paying customers? Remember to give them what they want initially, yet leave them wanting more.
  • Look at what you can pay, not what you’re willing to pay: Review the historical PPC conversion data from other companies within your industry, or your own if you’ve already engaged in PPC advertising. Do you notice a steady conversion rate? Comparing the difference, if any, between your goal customer acquisition cost (CAC) and the actual conversion rate gives you a baseline figure at which you should pay in order to make ensure your PPC campaign’s profitability.
  • Optimize: While focusing on a baseline of profitability keeps your head above water, you don’t want to end up simply treading it over the long-term. Look for every opportunity to improve your conversion rates compared to your CAC.

Contrary to popular belief, you can help set the price for your PPC, allowing you continuous and cost-effective customer inflow with a near guarantee of high conversion rates. Yet reaching such an internet marketing utopia requires a fair deal of savvy. Don’t worry, we’ll provide the savvy. Our team here are HawkSEM knows what it takes to mount a successful, cost-effective PPC campaign. Let us put that knowledge to work for you. Give us a call and let’s see if we can help reach your goals.

What Every B2B Company Needs to Know About Customer Acquisition Bidding

When looking at a big business from the outside as a small startup, large companies seem to have no worries when it comes to balancing the budget. It almost seems as if they have money to burn on advertisements and do not need to care about increasing the ROI of PPC advertising. This impression could not be further from the truth, which is what many once-struggling businesses discover after they reach a certain level of success.

Cost Per Acquisition: CPA

Google AdWords is one of the most popular and most important marking tools available to businesses of all sizes, and in order to connect with potential customers, companies must have a strategy for cost-effective customer acquisition bidding. This seems straightforward enough: a business bids for the right for their content to appear next to relevant search results. This in turn equals clicks and potential revenue. However, just like any other aspect of economics, it is rarely so simple.

Top 3 CPA Insights

Take these three CPA lessons to heart as you begin your quest to advertising perfection:

Market smarter

Spending your advertising budget wisely is more important than having a large marketing budget in the first place. No matter how much money you throw at SEO, PPC, or CPA, if your content is irrelevant to what your business offers or you focus too much in one area only, your ROI will be mixed at best.

A number one spot does not mean success

Many people strive to reach the number one spot at any cost without realizing that spending the extra money is not always worth it. One of the best aspects of the conversion system is that it can analyze the ROI of using more money for a higher ranking. Sometimes, it is better to sit tight at number two in order to balance costs.

Quality is crucial

One of the most important things to realize about search engine marketing of any kind is that the content and quality of your ads and landing pages directly translates into more affordable CPA. The better your copy, the less you have to pay for getting it onto the top of the ratings list. If your content is poor, you will be required to pay even more to get it pushed forward.

Do Not Let Your Online Marketing Strategy Become Stagnant

Rotating your advertisements and updating your keywords is a great way to keep your content refreshed and without spending more on bids. For the most current and effective marketing strategies like this, it is best to look toward the professionals. Stay on top of rising customer acquisition costs with the help of HawkSEM. To speak with one of our experts, call 800-316-2220 and be prepared to have your current marketing plan perfected, trimmed, and made to be as efficient as possible.

Proven Strategies to Increase Organic Website Traffic

We all live in a world where we’ve become accustomed to instant gratification. “Wait” has become a four-letter word in the business world. When it comes to improving your organic web traffic, you want to see results yesterday. Unfortunately, just as Rome wasn’t built in a day, so too can you not expect to build a better ranking in the same amount of time.

Yet that’s not to say that you can’t see dramatic increases in a relatively short amount of time. Depending upon the amount of work that you’re willing to put into optimizing your content in order to improve your ranking, isn’t unreasonable to think that within as little as three to four months, you can start seeing an upward spike on your organic traffic.

10 Traffic Rules to Live By

The trick is knowing just how to make such increases happen. Here are 10 tips on what to do in order to see your search engine ranking improve:

  • Optimize: Focus on developing meta titles, descriptions, and keywords that are optimized to take advantage of those words and phrases proven to lure in traffic in your industry.
  • Employ analytics: Don’t be afraid to use analytic programs to find those long-tail keywords that are guaranteed to lead to high conversion rates.
  • Focus on quality, not quantity: Don’t simply flood your site with keywords. Focus on creating quality content that will lead to unique ranking improvements such as author rank. Moreover, you must generate relevant content that provides value to your target audience.
  • Utilize blogs: Including too much text on your main landing pages can make it difficult for customers to find exactly what it is that they want. Thus, move some of your keywords and phrases into blogs, allowing you to improve your rankings without inundating every customer with too much information.
  • Rely on the experts: Don’t be afraid to ask an industry expert to post a blog on your site, thus benefiting from his or her insider knowledge.
  • Be authoritative: Customers look to you for expertise. Be willing to answer any all question related to your business and your industry.
  • Watch your bounce rate: Check your content for keywords that will contribute to a high bounce rate, and modify it if needed.
  • Look for long-tail terms: Use long-tail phrases built around specific keywords rather than simply relying on words with the best search traffic. You’ll find that conversion rates with the former are typically higher.
  • Keep it simple: Don’t try to outsmart the search engines. Focus on your own content rather than trying to game their systems.
  • Be patient: Don’t be discouraged if you don’t see results right away. Remember that the process of improving your ranking is a marathon, not a sprint.

Improving your organic traffic flow isn’t overly complicated. Our team members here at HawkSEM are experts at increasing organic web traffic. When you choose to work with us, you will see increases in web traffic and more importantly a greater ROI from your marketing efforts. If you have questions or would just like to talk strategy with one of our all-star team members, give us call and let us work our digital marketing magic for you.

Digital Marketing Strategies to lower CPA for SaaS Companies

Far too many companies in SaaS only associate PPC with improving Cost per Acquisition (CPA). While you’ll find a wealth of information linking the two, that’s not to say that each is mutually exclusive to the other. Lowering your CPA is a broad-based task, with PPC being just one tool available to you to accomplish this. As you’ll see, there are other digital marketing strategies that you can also employ in order to bring on new business without having to break the bank.

Good Ole’ SEO

With all of the new online marketing trends that are so popular today, many overlook the effectiveness of plain old SEO. These words aren’t meant to downplay the complexity of this style of marketing, but rather to show that you don’t need to overhaul your content in order to make it effective at bringing in new business. By simply understanding search engine algorithms and how to mold your content to better accommodate them, you eliminate the need to throw a lot of time and resources in developing brand new advertising campaigns. By learning to master the intricacies of SEO, you enjoy the following benefits:

  • Self-reliance
  • ‘Evergreen’ sustainability
  • Greater ROI
  • More leads and sign ups
  • Free or expensive traffic increases

Mastering Your Poker Face

In the world of internet marketing, if SEO is card counting, then content marketing is mastering your poker face. Rather than understanding how the search engine ranking system works and manipulating it to work in your favor, content marketing is understanding your customer base and tailoring your content to them. Yet knowing your customers entails a lot more than just having their names and e-mail addresses on file. You need to understand what really makes them tick when it comes to doing business, such as their:

  • Buyer Personas and Backgrounds
  • Intent
  • Problems & Expectations
  • Values

What makes content marketing such a cost-effective method at improving your CPA is that you already possess most of the information needed to improve your content. A thorough analysis of your sales history and the feedback provided by customers will give you a wealth of information on just what content really hooks customers. Add in to that a detailed analysis of keyword trends and their conversion rates, and content marketing allows you a virtual sneak peek inside of customers’ heads without them even knowing it.

Understanding just how to use SEO and content marketing to bring new visitors to your site is key if you hope to see high conversion rates from your online traffic. Combine these two marketing strategies with a successful PPC campaign, and you’ll immediately see your site turn into a powerful sales tool. We here at HawkSEM can help to turn this dream into a reality for you and your company. With our expertise in developing highly successful and cost-effective sales campaigns, we helped countless other clients to strengthen their online presence and achieve a greater ROI from their marketing dollars. We invite you to join those ranks. For more information on our digital marketing strategies, contact us today.