In November, Zelmarie Roets of ROCO Online Marketing – a member at our Centurion branch of The Workspace – presented a workshop about online marketing strategies for 2019, for the benefit of all our members.
Thanks to ROCO Marketing for the informative presentation.
The event included an informative presentation and gave members the opportunity to reflect on and refine their online marketing strategies, network with one another and enjoy a bit of time out from their usual work routines.
A good opportunity for our members to network.
Members enjoying refreshments at the workshop.
What the workshop covered
Just some of the sales challenges facing small businesses and entrepreneurs in 2019 are:
- increasing competition
- a tough economic environment
- difficulty in getting quality leads
- limited resources for investing in marketing
- increasingly educated, demanding consumers.
In a presentation, Zelmarie compared traditional marketing to digital marketing, including search engine marketing (SEM), social media marketing, and website and email marketing.
She also explained what SEM is and its advantages and disadvantages, the costs of SEM, ways to determine your return on investment and the importance of keyword research for effective online marketing.
What is SEM?
Search engine marketing (SEM) is a form of Internet marketing that involves promoting websites by increasing their visibility in search engine results pages. It’s an effective way to promote products and grow a business online, where consumers search for related products and services.
Through the presentation, we learned that Google is by far the most popular search engine, processing an average of 40,000 search queries every second. That translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide!
The presentation clarified the differences between pay per click ads, product listing ads and organic search results.
It also covered advantages and disadvantages of SEM. For example, it’s cost-effective, targeted and fast, but requires time and skill – and clicks and visits don’t always translate into sales.
Ways to measure ROI for online marketing
The presentation covered some of the ways to measure return on investment (ROI) for online marketing. Some examples of metrics for determining the effectiveness of SEM are number of page views, the average time spent on page, entrances and bounce rate, most visited pages and conversion tracking.
Importance of keyword research
In the presentation, Zelmarie noted the importance of keyword research as a starting point.
She also gives our members this tip: Ubersuggest is a great, free tool for getting started.
Thanks again to Zelmarie Roets of ROCO Online Marketing for the workshop, and to all members who participated and helped make it such a success. At The Workspace, we embrace the idea that our members can learn from and support one another, and help each other’s businesses thrive.