Are you confused when your marketing team talks to you about SEA, SEO, SMO, SMA? Then this article is for you!
When your marketing team use acronyms like SEA, SEO, SMO and SMA, it’s easy to feel submerged in a sea of technical terms.
However, these acronyms can be really powerful tools that can truly transform the appeal of your day-to-day locations.
In this article, you’ll find out what these techniques mean for a commercial zone, and how to use them effectively.
SEA, advertising campaigns to gain visibility on a one-off basis
SEA, or Search Engine Advertising, focuses on the distribution of advertisements, using platforms such as Google Ads.
It works in a simple way: when a user performs a search on Google, companies pay to appear at the top of the search results proposed by Google (see Claudie Pierlot and ASOS above).
These sites appear with the words “sponsored”.
SEA can be used in different formats on Google
These ads can adopt a variety of formats, including text, shopping ads and traditional display advertising.
This offers a wide range of options for promoting your shopping centre.
SEA works with a bidding system
In SEA, advertisers bid on keywords that are relevant to their shopping centre.
When users search for these keywords, the ads of the advertisers with the highest bids appear at the top of the results.
Bidding more means better online visibility. This is how SEA works to attract more customers to your shopping centre.
SEA is particularly well suited to the temporary acquisition of Google traffic
SEA is ideal for temporary initiatives, such as advertising blitzes or communication campaigns.
It offers quick and visible results, enabling you to reach your target audience quickly.
However, it’s important to note that as soon as you stop funding your campaign, your online visibility disappears.
In short, SEA offers instant visibility and makes it possible to reach an audience with a clear need, to encourage the acquisition of targeted traffic.
SEO, to attract customers free of charge via search engines
SEO, or Search Engine Optimization, is the art of placing your website at the top of search engines, without using advertising.
For commercial spaces, it’s a real strategic asset.
SEO has two formats: organic results and local results
SEO results on Google mainly appear in two formats:
- Organic results:
These are the links that appear in the search results according to their relevance to the user’s search. - Local results:
These results appear when users search for places or services in a specific area.
They are particularly important for local businesses.
SEO, a technique to better meet the needs of Internet users
SEO is based on a strategy designed to keep your website at the top of search results.
This strategy is based on three essential pillars:
- User experience (technical SEO): Is your site user-friendly and intuitive for visitors looking for property?
- Content (content SEO): Does your site offer relevant information and answer frequently asked questions from visitors and potential tenants?
- Notoriety (backlink SEO): Is your commercial zone well referenced and recommended by other major players in the commercial property sector?
SEO, a pedestrian acquisition strategy with long-term benefits
SEO is a long-term strategy. However, once you have achieved first position for a keyword, you benefit from ongoing visibility, without any additional investment.
In the commercial property sector, SEO is a way of attracting a targeted clientele and boosting awareness of your commercial area.
Still not convinced? Discover 5 reasons to invest in online SEO for your business park in our exclusive article.
SMO: a free strategy for building loyalty and awareness via social networks.
In the B2C world, the impact of social networks is undeniable.
SMO, or Social Media Optimization, is an essential strategy for capturing and sustainably improving your footfall.
The pillars of SMO: content creation and interaction.
SMO is based on :
- Regularly creating and distributing relevant and captivating content on social networks (articles, videos, infographics and eye-catching images).
- Proactive interaction with subscribers (answering their questions, and encouraging discussions around subjects related to your business) are also essential.
It’s crucial to choose the relevant platforms where you can find your targets, create attractive profiles and actively publish content.
A regular presence, with at least two publications a week, is recommended to maintain constant engagement with your audience.
Integrating direct links to the company’s website then makes it easier to redirect traffic, promoting conversion opportunities on the website.
SMO, a social networking technique for long-term results.
SMO is particularly effective when used on an ongoing basis.
It is suitable for companies looking to expand their audience, increase their online visibility and raise their profile. Some brands, such as Yuka, have made a name for themselves in this way!
It is particularly useful for launching new projects, special promotions and advertising campaigns, or for building customer loyalty.
ADM: advertising campaigns to target customers via social networks
SMA goes beyond a simple organic presence on social networks.
It’s a strategic advertising method where ads are served on social platforms such as Facebook, Instagram, Twitter and LinkedIn to reach specific audiences.
Unlike traditional publications, these ads are paid for and can be carefully targeted according to demographic, behavioural and geographical criteria.
SMA ads can take a variety of formats, from attractive images and videos to interactive carousels and slideshows.
This variety offers advertisers creative ways to captivate their audience, while effectively delivering their marketing message.
A prerequisite for the ADM is knowing exactly who your audience is.
SMA starts with precisely defining your target audience.
By understanding the characteristics and interests of your ideal audience, you can create ads that resonate with them.
Ads can direct users to your website, promote special offers or encourage direct interaction with your business.
The clever use of targeting and appropriate calls to action ensures a successful SMA campaign.
The SMA, to make your brand known and create a need.
The SMA is particularly effective when you have special promotions, events or products to highlight.
It is also a powerful tool for increasing your company’s visibility when launching a new range of services, or for targeting specific audiences in particular geographical areas.
In short, the SMA is the ideal ally for strategic advertising campaigns focused on social networks.
What can we learn from our article?
SEA to launch a new shop, SEO to attract sustainable footfall, SMO to build loyalty and SMA to increase your reach!
Wisely combined, SEA, SEO, SMO and SMA open up a world of possibilities for shopping malls.
These digital techniques offer not only increased visibility, but also the possibility of reaching a qualified audience and building loyalty to prosper in a competitive market.
Armed with this knowledge, you are now in a position to develop powerful digital strategies, to turn digital into a lever for footfall acquisition!
Would you like to improve your visibility? Meet us!
If you’d like to find out what Google searches people are doing near your malls, or get expert recommendations, don’t hesitate to make an appointment here.
We’d be delighted to help!
