Advertising offline whether it is radio, TV or print media still has its benefits. However, Online advertising is not only attracting more and more businesses but effectively impacting offline advertising media. This article is not about the benefits or the systematic downfall of expensive offline media. It is about the benefit of taking advantage of effective online marketing/advertising strategies.
Marketing Online With The Big Boys
I read a phrase very similar many years ago and can’t give proper credit but was a phrase well worth remembering. And it still holds true today. “Never before has there been so much exposure to so many for so little”. I would simply add time and money to the end of that last sentence and it hits home like a brick through a window.
Today if done properly you can create an inexpensive website and put all the information you can come up with on it. Unlike printed business cards, postcards, brochures, magazine and newspaper ads, radio and TV ads, you can make changes as often as you need for no additional cost. You can make those changes 24/7 and not have to rely on anyone to do those changes.
You can market to the world wide Internet or to a specific niche group or simply to your local area all online.
Your Website Is The Most Powerful Marketing Tool Your Business Will Ever Have!
Think about it.. Practically every household and business not only has one but two or more computers. Consumers don’t just shop from home online anymore they spend a secret amount of time at work shopping online as well. This is a big boon for you to make sure your website can be found online for your product(s) and/or services.
Now That You Have A Website
All too often when I speak to a business owner, they are usually disappointed in the performance of their website. Not because they got a terrible website that couldn’t capture a sale or lead if they tried. Although that has happened. It’s because they did not know or were not properly informed that once they have a website they now have to take steps to put their website directly in the pathway of interested consumers looking specifically for their product(s) and/or services.
Many retailers, small and large get the sit and wait syndrome. Websites are not like retail brick and mortar stores. You can’t just put your open sign on the door and just wait for customers to come in.
It’s all about traffic, and on the Internet the way the search engines are set up, If you are not indexed by a particular search engine, you won’t even be known by them. In addition if you don’t rank within the top 10 positions you’ll likely never receive any sales or leads. So understanding your next step of advertising online effectively is more important than you probably knew in the beginning.
For those of you that do know this already, then you will need to understand the foundation of good Website optimization and learning how to develop proper ranking techniques.
Do It Yourself Marketing
There are so many good articles on how to optimize your website, how to get your site indexed fast and avoid the Google sandbox, how to submit articles, how to create blogs, join forums, how to social network, it’s all there and you as a do-it-yourselfer have to organize it and move on it. You can read all you want but if you take no action you are simply doing busy work to avoid the reality of doing. Why, chances are it’s hard to get started, it’s hard to figure out exactly where to start, It’s hard to come up with articles to submit, it’s hard to optimize your website, it’s hard to know what to optimize and it’s simply too much time and effort for most people. It’s not necessarily a science but it is an art-form or craft and if you don’t have the time or energy, you might consider using an online advertising professional.
Cost of Using an Online Advertising Pro
It seems these days that everyone is getting in on the act. Newbies claiming to be SEO Experts. Established Advertising Agencies and Corporations realize that much of their profits are being lost to online advertising agencies. Where do you find the right help and how much should you pay?
My experience has been that the larger and more expensive the company is not necessarily the best way to go. I’ve found through years of experience that it’s usually all about overhead and expenses. This will determine the cost of services. Just think about it. Let’s compare a real life scenario.
Two guys meet by chance at a chamber of commerce gathering. They’re both in the same industry. Webdesign and SEO services combined. They eventually become good buddies and share everything. They are currently both employed by two of the largest Web development companies in their particular city. One after about a year chooses to go out and start his own business, and simply works out of his apartment. The second one is still receiving a decent salary of around $40,000 per year.
The independent SEO Expert now is on his own, his investment is minimal, computer, printer and desk. He creates his own website and starts to optimize and rank his website. Within 60 days he’s ranked on the number one page of Google right along with the same business website that his buddy is working for.
The Entrepreneur charges 65% less for the same services as the bigger established company. Remember they have the same talent and knowledge. Lets say that the fee for simplicity is $1000 for the selected service. The entrepreneur charges $350 and the corporation charges $1000 for the exact same service.
Why the difference? It’s all about overhead, the corporation has expenses, salaries, leases, rents, utilities, taxes, workers comp etc. not to mention the profit that they want to achieve. That’s what you’re paying for. Now why can the entrepreneur charge so little, because his overhead and expenses are seriously less! Same service less price. A lot of people don’t get this.
Well the next obvious question is how do you determine who is just as good as the big boys out there? I have a simple test, ask if they are ranked themselves on the number one page of Google for their business. If they are not, then don’t use them and move on. You will find the right one eventually. Take a look at their portfolio and see how many clients they’ve ranked as well. This is a big indicator that they know what they’re doing.
However, don’t be too whimsy, do your homework and you should be fine. Ask all the questions you like and if they seem confident and know what they’re talking about, go for it… if not move on. Remember its your business so be smart and frugal but don’t just shop by price. The good ones are few and far between but you can find them.
What about the small SEO Expert that wants to charge as much as the Big Boys? It’s always your choice. It’s either a difficult job or he’s gouging you trying to make a killing off of one project. Be smart and use your common sense.