Audience sensitivity 'key' to SEM

12 December 2007

For small firms looking to translate their SEM campaigns into financial gain, it has been claimed that a high level of audience awareness is important.

Social media campaigns often have lower conversion rates than other types of marketing, so turning such activity into concrete sales may be a challenge, writes Carrie Hill on Search Engine Watch.

One technique that could help smaller firms maximise sales is audience sensitivity, according to Hill.

"Tailor the article you write for the social media site's specific audience," she recommends, explaining that good content which readers genuinely connect with is likely to boost viral links.

Using demographic statistics and scanning the web for the hottest topics that will resonate with an audience can all help with this endeavour, she stated.

Meanwhile, a recent report in eMarketer advised that product reviews written by consumers may boost the number of web browsers who choose to make a sale.

Category: Natural search