SEO vs SMM: When Should You Use Each?
Search engine optimization (SEO) and social media marketing (SMM) are two of the most effective forms of digital marketing. But when exactly should you use each one? Both types of marketing are better for different intentions - this guide explains exactly when to pour your money into each type of marketing.
When Should You Use SEO?
SEO is focused on improving the search engine rankings of specific pages. It is most effective when used in the following situations:
You’ve just launched your website
Brand new websites may not even be indexed yet on Google and Bing. SEO is essential for making your website visible so that you can start getting some initial traffic.
You’re promoting essential goods or services
Essential goods and services like tyre repair or veterinary services are things that people actively look for in certain situations - they’re not going to use your service after seeing a social media ad, but they will search for it on Google, making constant SEO important for these services.
You’re promoting evergreen content
Evergreen content is any type of content that is constantly popular no matter the year or month. Because SEO takes a while to take effect, it is best used to focus on this type of content rather than short-lived trending topics.
Local competitors rank higher than you
If local competitors rank higher than you for certain essential search terms, you need to invest in search engine optimization and marketing using a local agency. This can help you to win over business from competitors.
Searches bring up negative press articles or reviews
Do searches for your company bring up disparaging news articles or bad reviews? It’s possible to use SEO to optimize webpages that are more positive in tone to help reduce the rankings of this negative content and rebuild your reputation.
When Should You Use SMM?
SMM is focused on reaching out to people on social media either through organic reach or paid advertising. Posts can use links leading to your webpage or may be used to encourage other interactions. Below are some of the best times to use SMM:
You need instant results
Want to quickly boost sales within the next week or get people signed up to an imminent event. Whereas SEO can take months to take effect, SMM allows you to instantly reach people and get leads there and then.
You have a limited budget
Whereas you typically have to hire a marketing agency to help with SEO, social media marketing can be done yourself for free. When paying for advertising, you also have full control over how much you spend and when you want to spend it.
You’re promoting seasonal or trending content
When it comes to jumping on trending topics or discussing seasonal topics, social media marketing is much more effective at giving your content that immediate push.
You’re promoting a new and unusual product
You can’t search for a product if you don’t know it exists. When exposing people to new and unusual products, social media can be better for making people aware of your product.
You want to engage with the community
The biggest standout feature of social media is that it’s social - people can comment and share. When you want to conduct polls or ask questions, social media is the way to go.
SEO vs SMM: When Should You Use Each?
Use SEO for long-term traffic and high intent leads. Be prepared to spend more money and leave more time for results to take hold.
Use social media marketing for immediate impulse purchases or brand awareness rather than essential things people might search for. It’s better for short-term results or when you have a tight budget.
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