What is Search Marketing?
Simplified to it’s essence, search marketing is simply the strategy behind marketing to your prospects when they are using a search engine online such as Google or Bing.
The are several reasons it is different than other types of marketing:
- The act of searching is a “lean-in” activity. This task has their sole attention.
- Your prospect has a strong intention when they conduct a search.
- Their search query gives the marketer insight into what is on their mind.
All of these give you the opportunity to get in front of your prospect at just the right time with just the right message.
Search is Demand Fulfillment whereas other marketing channels are interruption based and focused on building awareness.
Should you be focused on search?
It depends, do you want to be present when your prospects are searching for you?