SEM Setup Kit - Part I. Search Engine Marketing Strategies for Pregnancy Help Organizations.
When a women is facing a crisis pregnancy, she usually looks online for help or answers. We want to make sure the help she finds is your Pregnancy Help Organization. But how can you make sure that happens in the most cost-effective way?
A good online strategy uses multiple tools: your website, online directories, back-linking, advertising, online media, and more. This series will show you which tools are the most important (and cost-effective) for your organization.
First things first!
Next things next.
You probably won’t employ every strategy available, and you probably shouldn’t. An organization in a small town with no competition would likely use the top 2 or 3 methods, while one in New York City should probably use the top 6. No matter what your situation, initiating these tools in the order suggested, will get you the most effective results possible.
Our suggested SEM strategy, in order of importance:
Website Design and Launch
This gives you something to put on your business cards and brochures, and that’s why it’s listed first. Take careful consideration of your site’s design and content. You want a look, feel, message, and navigation that will encourage visits and phone calls to your organization. Get this right and your other SEM efforts will be more effective.
This is critical to online success! Local search is how you get on maps, and it’s the first thing people see when using their phones in almost all cases. It’s also at the top of the page on tablets and computers. In fact, many women may never visit your website. They’ll simply call the first or second location listed in the Local Search Directory, so make sure you’re up there.
Pay-Per-Click Advertising (PPC) - for a short term campaign
PPC is expensive, but it can provide quick results. Use PPC next if you’re launching a new organization or location, or if you’re running a time-sensitive campaign. Otherwise, move on to the next step.
SEO Audit / SEO Work
Most developers provide Search Engine Optimization with the development of a website, especially a niche developer like Extend Web Services, or a custom developer like I-Rapture. If you have a well-designed site and a good local search strategy, and you’re still looking for better performance, an SEO audit is the next best thing to do.
Content Maintenance / Optimization
Your website’s content should be changed on a regular basis. This is not critical, but it is helpful. Content can get stale after a year or so, and it helps to keep things fresh. If you have good content, you’re going to be in good shape. That said, this is the next cost-effective opportunity if you’re trying to improve your online traffic.
In highly competitive areas, PPC may be necessary. Some ‘competitors’ spend thousands a month on Pay-Per-Click ads. You can still be effective against Pay-Per-Click by employing the other strategies listed above, but locations (like New York City or Los Angeles) may need to use PPC advertising. If you are not a medical center, you may also be able to take advantage of Google Grant money.
Social media gets mixed reviews with regard to effectiveness. We generally recommend a strong social media effort for donor sites, but things are changing all the time.
If you want to win online, follow these steps, in this order. We’ll explore each of these strategies in more detail over the next few weeks.
God bless each one of you who are part of this effort. May you experience His peace and His felt presence. Be encouraged, focus on the victories, and keep all things in prayer.