Typically, the most powerful marketing approach is to combine all of the mediums into a working system where each part complements the other. This is called integrated search engine marketing and it is comprised of three main components.
1. Pay Per Click
PPC advertising is the fastest way to get exposure as you're able to immediately place ads where users are searching for a price. This provides the highest level of accountability and allows companies to make an immediate impact on their markets by listing their site under competitive search terms, by far the fastest way to get going in the short term.
2. Search Engine Optimization
SEO is a bit more long term where a company will target valuable search terms and phrases to be organically displayed under search engine results. This is seen as highly credible and as the traffic comes for free with SEO is an extremely powerful asset to utilize. Typical SEO time frames are 2-4 for basic results in competitive markets, even when done by professionals.
3. Social Media Optimization
SMO delves into the realm of social media, like Facebook, and is a more user based marketing platform. By keeping the conversation going about your company, its brands and products, you're able to reach users and potential clients in a far more laid back and personal atmosphere. This is a needed addition to every integrated SEM campaign.
Looking at an integrated search engine marketing solution will always benefit your business, be it local or global, large or small. When you combine the best aspects of all these marketing mediums, you get all of the positives and few (if not none) of the negatives. Be sure to conduct some research and see what options are open to you, or contact a top integrated SEM firm and see how you can outsource this highly specialized marketing work.
All in all there are many options open to you and you should consider looking at as many routes available to you as possible. It's smart to cultivate multiple options, especially when it comes to marketing your business, so be sure to take your time and don't move too hastily into any campaign without proper oversight. You can spend a lot for very little return if you employ the wrong SEM firm, or try to do this on your own with no experience, so tread carefully and look forward to seeing real results from an integrated marketing solution.