This is relevant to just about all web marketing. So we have to look at updating our modus operandi. We all know it’s vital that all commercial organisations are on the web. But that’s not the answer to the problem. Your clients need to know where you are.
Picture a new retail premises opening up shop: It’s taken time, money and expertise to get to this stage. It’s opening time, and they’re looking for clients… Then they look outside and find they’re in a rural outpost! Nobody will know how to reach them. What kind of sales do you think they’ll manage? The vast majority of business websites have just this problem.
The World Wide Web has caused a paradigm shift in marketing. Around the time of the millennium, it was thought that having a website was everything. Vast amounts of money were spent on all singing/dancing web sites. This trend was cheerfully encouraged by on-line design companies, who relished the business! But just the existence of the site didn’t bring in the customers. They’d thought that simply having a site on the web meant customers could see them. In fact, this wasn’t the case at all.
A traditional approach to marketing breaks down on the web. Off-line marketing people would suggest your website is like a sales brochure. Consequently they’ll recommend the time-honoured promotional methods of newspaper advertising and the media. Really just assuming websites need the same treatment as everything else! First they make a nice looking catalogue. Then they utilise various marketing methods to get people to look at the catalogue. Yet in the web economy, this approach is way off the mark!
The World Wide Web isn’t simply a passive display board. It’s a vast interactive tool for people all over the world. We can discover in-depth information, research products and services and chat with others before we buy. The Search Engines – such as Google and MSN (now Bing) – have made this easy for us as customers. They’ve put together massive directories to guide us. Yellow Pages would be a nightmare if it wasn’t indexed properly. How would you ever find what you wanted?
The Search Engines solve this dilemma. And so marketing is forced to move on. If you want customers to find you on the internet, indexation by Google etc. is paramount. Yet if you only show up a few pages in, you might as well forget it. By the time you get to page 5, you can forget it, unless you’ve got a very detail-oriented and persistent customer!
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Alas, the market is bombarded with this form of advertising these days. Prices have risen hugely. This is mostly due to high bids being put in by marketers with no experience. Some words and phrases command such high click prices that profits aren’t possible for many companies. This happens mostly where lots of clicks are essential to get one buyer. So Search Engine Optimisation is now becoming a preferred method for many to get to page 1.
Do this small task – Enter some service or product keywords (relevant to your business) on Bing or Google. Then check through as far as page three. Can you find your website? Probably not. Consequently, like the situation we described earlier, you’ve got no visibility! Maybe it is there. But is it listed for terms that clients are actually using?
It’s possible you’ve already done some advertising in the paid listings – and maybe you’ve had some results. Are you managing your campaign well though? Are the returns you’re getting good enough? Do you know what the most successful areas are – with accurate statistics to track and measure the quality of your campaigns? With PPC, testing and diagnostics are critical. You’ll never get the best results without correct figures.
It’s very evident today that both global and local commerce are moving swiftly onto the internet. Make the most of this trend. Unless you embrace the internet and utilize all of its advantages, your business will become a dinosaur.
(C) Jason Kendall. Pop over to EvolveSEM.co.uk for excellent business advice on SEM Experts.