{"id":111354,"date":"2022-10-05T18:00:00","date_gmt":"2022-10-05T23:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/5-sem-best-practices-for-growth-marketers-2\/"},"modified":"2024-12-21T05:52:05","modified_gmt":"2024-12-21T10:52:05","slug":"5-sem-best-practices-for-growth-marketers-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/5-sem-best-practices-for-growth-marketers-2\/","title":{"rendered":"5 SEM best practices for growth marketers"},"content":{"rendered":"

The term “growth hacking” is bandied about a lot these days. At this point, it even has its own job titles, responsibilities, and expert practitioners. But what exactly does the soundalike term “growth marketing” mean? Is it the same as growth hacking or something complete different?<\/p>\n

When it comes down to it, growth marketing is all about getting the right kind of people to your business in the first place. Whether they’re at the top or the bottom of the funnel, we’re talking about the people most likely to buy from your business. And more often than not, search engine marketing (SEM)<\/a> is the most effective way to transform these prospects into customers.<\/p>\n

In contrast to various other digital disciplines, SEM isn’t a one-time project; it’s a long-term strategy to attract more qualified prospects and convert them into paying customers. With that in mind, here are our top tips to get on the path to sustained success in SEM.<\/p>\n

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    Build dedicated landing pages<\/h2>\n

    B2B and B2C companies sometimes lack dedicated landing pages for specific products or ad campaigns. Since they can’t know where the leads are coming from, it’s hard for them to convert and measure their paid search endeavors. Before your campaign goes live, take the time to create landing pages for each product and service, each of which should be complete with conversion-tracking contact forms.<\/p>\n

    Depending on the nature of the product or service you’re selling, users may be unlikely to make an immediate purchase. Nevertheless, the landing page is where you can spotlight your value proposition and usher users to the next step in their purchase decision\u2014sharing their contact details with you.<\/li>\n

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    Enhance the humanity of the design<\/h2>\n

    You may think it obvious, but far too many advertisers fail to incorporate the human element into their media<\/a>. Remember that, at the core of most things, humans are simply seeking out humans; a fact that’s all too easy to forget in the era of AI and automated marketing.<\/p>\n

    \"UX<\/p>\n

    Regardless of the type of product or service in question\u2014and whether it’s a B2B or B2C context\u2014people still want to communicate and do business with other people. Your ads, landing pages, and other media should feature real faces and scenarios to show visitors that your company is run by people, for people. Testimonials are also potent, but make sure you don’t end up with text-heavy assets with no visual flair. A picture is worth a thousand words, as the saying goes.<\/li>\n

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    Deliver value throughout the decision process<\/h2>\n

    Who are the people clicking on all of those links? Customers go through five distinct phases of purchase intent, according to Microsoft research<\/a>:<\/p>\n

    Awareness: <\/strong>An FMCG brand is launching a new toothpaste and wants to build brand awareness by promoting the product on the Microsoft Audience Network to drive search activity further down the funnel.<\/em><\/p>\n

    Consideration: <\/strong>A travel advertiser wants to differentiate in the competitive weekend breaks market. By overlaying in-market audiences and LinkedIn targeting they can use personalised messaging to stand out from the competition.<\/em><\/p>\n

    Conversion: <\/strong>A telco brand wants to drive more conversions of its SIM-only phone deals. Using remarketing to target people who have landed on specific web pages allows them to narrow in on those people most likely to convert.<\/em><\/p>\n

    Maintain: <\/strong>An insurance brand wants to maintain their relationship with existing home insurance customers but cross sell for a new life insurance policy. Excluding prospects and targeting their long-term customers allows them to create more personal messaging.<\/em><\/p>\n

    Expand: <\/strong>An automotive advertiser wants to find more people like their best customers to test drive its latest model. Using Similar Audiences, they can expand the reach of their marketing to find lookalikes with similar profiles who are likely to be interested.<\/em><\/p>\n<\/li>\n

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