SEO, SEM or SMM? - Bofu Digital Marketing Agency


Do you want to grow your business online at all levels? You need to know one thing before you start: what the difference is between search engine optimisation (SEO) and search engine marketing (SEM).

SEM - Search Engine Marketing

SEM, or search engine marketing, occurs when you use paid search strategies to increase your website's visibility on search engines and drive traffic to your website. These tactics include using a budget that pays for visible advertisements related to a searcher's query. This is called cost per click or paid search.

Search engine marketing works through purchased keywords and advertising. Website owners allocate a budget to bid on keywords that searchers can use in their search queries. SEM works well regardless of the size of the budget. These paid keywords then appear next to the searcher's results as an ad.

What are the differences between SEO and SEM?

The main difference between SEO and SEM is that SEO is free and relies on organic search strategies, whereas SEM has a cost and relies on paid advertising. Also, SEO takes time to take effect, while SEM is instantaneous.

SEO and SEM are both quality marketing strategies that offer many benefits to businesses. Deciding which one to use (or even both simultaneously) is up to you. If you are looking to increase the value of your website over time and avoid paying for ad placements, SEO is the way to go. If you want to immediately reach the top of the search results and get an instant boost in traffic, SEM is the way to go.

SMM - Marketing on social networks

Now that we have talked about search engine optimisation (SEO) and search engine marketing (SEM), let's move on to social media marketing or Social Media Marketing (SMM), also known as digital marketing and e-marketing.

The term social media marketing (SMM) refers to the use of social media to market a company's products and services. Social media marketing allows you to interact with existing customers and reach new ones, while promoting your company culture.

Social media allows you to employ a wide range of tactics and strategies to promote your content and get people to engage with it. Many social networks allow users to provide detailed geographic, demographic and personal information, allowing you to tailor your messages to what is most likely to resonate with your users.

The five key pillars of the SMM

1. The strategy

This step consists of determining your objectives, the type of content that will be shared and the social media to be favoured.

2. Planning and publication

Before publishing content, it is important to develop a plan on what your publications will look like: will there be videos, photos, how much text, etc. Then, you need to determine the right time to publish your content in order to reach the maximum number of users, depending on the platform you are targeting.

3. Listening and engagement

Monitor what users, customers and others are saying about your publications and be ready to interact with them and/or take action quickly if a problem arises. Also monitor your partners' and competitors' pages to stay on top of trends in your industry.

4. The analysis

Social media offer several analysis tools that allow you to review the impact of your posts, such as reports on engagement and reach.

5. Advertising

Buying ads on social networks is a great way to promote and further develop your brand.

Social media often allows for better segmentation of your audiences than more traditional marketing channels. This is because SMM allows you to focus your resources on the specific audiences you want to target.

Here are some of the metrics used to measure the success of your social media marketing efforts:

- Return on investment (ROI) ;

- Customer response rate or the number of times customers post about a company;

- The reach and/or virality of a campaign or the number of customers who share content.

Social media strategy involves creating relevant content that will catch the attention of users, so that they take action such as going out to buy a product or sharing the content with their family, friends and colleagues. This is a common strategy used in social media marketing. This strategy relies on word of mouth and offers several advantages. Firstly, it increases the reach of the message to networks and users that a social media manager might not otherwise have access to. Second, shared content carries an implicit endorsement when it is sent by someone the recipient knows and trusts.

If you want to communicate with your customers in a new way, let us help you optimise your marketing strategies. Our team will not only allow you to significantly reduce your advertising expenses, but also to convert new customers more quickly.