Companies are getting fewer results for a higher spend using time-honoured marketing techniques. So we now need to look carefully at where the commercial market-place is going. It's commonly understood that all businesses need to be online. But a web presence by itself won't bring results. Customers HAVE to be able to find you!
Capture this scene - a new retail shop is opened... Stock has been bought, and the overhead is high. The doors swing open; they're ready for the crowds - And only then realise they're out in the sticks in a no-through road. What's worse, they haven't told anyone where they are. Who's going to find that store? This is exactly the scenario for 99% of ALL commercial websites in existence.
Marketing has undergone a huge change because of the internet. As the twenty first century dawned, a belief grew that all companies should have a web site. Businesses scrambled to get themselves an online presence, often spending tens of thousands to create fancy graphical sites. Naturally, web designers were very happy. But these new sites weren't receiving any visitors. The belief was that if you had a site on the web, people would find you. Sadly, this wasn't true...
Modern internet marketing requires a fundamental shift in thinking from traditional marketing. Off-line marketing people would suggest your website is like a sales brochure. As a result, they'll try to get you to promote the site on radio, TV or in the press. Fundamentally they'll stick to what they know best! They produce the pretty brochure and then market every possible avenue to generate enquiries to send that brochure to. But this is entirely the wrong way to approach it.
The web isn't simply a place to view sites online. What it actually offers is a dynamic and interactive environment. Individuals from around the world can draw on it for research, chat services, detailed information and much more. In addition, terrific site indexes have been created by several major Search Engines (SE'S) so customers can find the things they're looking for. Yellow Pages would be a nightmare if it wasn't indexed properly. How on earth would anybody get anywhere?
Search Engines have sorted all this. This means, of course, that long established marketing methods are irrelevant! Because now, if you want to be found in the vast sea that is the internet, you have to be indexed in the Search Engines. But indexing alone isn't the answer - as it's a waste of time if you're several pages down. Studies have proved that the vast majority of traffic goes to the first 5 slots on page 1.
So to give all companies a chance to be on the first pages, the Search Engines came up with a new form of paid advertising. It's called Pay Per Click, and advertisers are only charged when someone 'clicks' on their ad. It was revolutionary. Because now you didn't have to spend anything until an interested person looked at your web page. This is an incredibly targeted way of advertising, and done properly, can yield some exceptional results.
Alas, the market is bombarded with this form of advertising these days. New online marketers have forced up the price per click, largely through over-the-top bidding. Click prices are now so expensive in some markets that they're no longer profitable. Especially where large volumes of clicks are required to make a sale. This has re-ignited the SEO (Search Engine Optimisation) flame. Those with expertise are working to drive their sites to the top.
Try this: Go to Google or Bing RIGHT NOW and type in a few product or service keywords. Look through pages one, two and three. Is your site there? It's unlikely. So you're in the same position as the backstreet shop! And if your site is listed, is it appearing for keywords that your customers will actually enter?
Maybe you've already tried some Pay Per Click advertising so you appear in the paid listings, and maybe you've achieved some success so far. Are you managing your campaign well though? Are the returns you're getting good enough? Have you got an eye on the stats that measure your results? With PPC, testing and diagnostics are critical. Your ROI will be compromised without sufficient data.
It's very evident today that both global and local commerce are moving swiftly onto the internet. Ensure that you're going with the flow, and really capitalising on the technology available to win.
Capture this scene - a new retail shop is opened... Stock has been bought, and the overhead is high. The doors swing open; they're ready for the crowds - And only then realise they're out in the sticks in a no-through road. What's worse, they haven't told anyone where they are. Who's going to find that store? This is exactly the scenario for 99% of ALL commercial websites in existence.
Marketing has undergone a huge change because of the internet. As the twenty first century dawned, a belief grew that all companies should have a web site. Businesses scrambled to get themselves an online presence, often spending tens of thousands to create fancy graphical sites. Naturally, web designers were very happy. But these new sites weren't receiving any visitors. The belief was that if you had a site on the web, people would find you. Sadly, this wasn't true...
Modern internet marketing requires a fundamental shift in thinking from traditional marketing. Off-line marketing people would suggest your website is like a sales brochure. As a result, they'll try to get you to promote the site on radio, TV or in the press. Fundamentally they'll stick to what they know best! They produce the pretty brochure and then market every possible avenue to generate enquiries to send that brochure to. But this is entirely the wrong way to approach it.
The web isn't simply a place to view sites online. What it actually offers is a dynamic and interactive environment. Individuals from around the world can draw on it for research, chat services, detailed information and much more. In addition, terrific site indexes have been created by several major Search Engines (SE'S) so customers can find the things they're looking for. Yellow Pages would be a nightmare if it wasn't indexed properly. How on earth would anybody get anywhere?
Search Engines have sorted all this. This means, of course, that long established marketing methods are irrelevant! Because now, if you want to be found in the vast sea that is the internet, you have to be indexed in the Search Engines. But indexing alone isn't the answer - as it's a waste of time if you're several pages down. Studies have proved that the vast majority of traffic goes to the first 5 slots on page 1.
So to give all companies a chance to be on the first pages, the Search Engines came up with a new form of paid advertising. It's called Pay Per Click, and advertisers are only charged when someone 'clicks' on their ad. It was revolutionary. Because now you didn't have to spend anything until an interested person looked at your web page. This is an incredibly targeted way of advertising, and done properly, can yield some exceptional results.
Alas, the market is bombarded with this form of advertising these days. New online marketers have forced up the price per click, largely through over-the-top bidding. Click prices are now so expensive in some markets that they're no longer profitable. Especially where large volumes of clicks are required to make a sale. This has re-ignited the SEO (Search Engine Optimisation) flame. Those with expertise are working to drive their sites to the top.
Try this: Go to Google or Bing RIGHT NOW and type in a few product or service keywords. Look through pages one, two and three. Is your site there? It's unlikely. So you're in the same position as the backstreet shop! And if your site is listed, is it appearing for keywords that your customers will actually enter?
Maybe you've already tried some Pay Per Click advertising so you appear in the paid listings, and maybe you've achieved some success so far. Are you managing your campaign well though? Are the returns you're getting good enough? Have you got an eye on the stats that measure your results? With PPC, testing and diagnostics are critical. Your ROI will be compromised without sufficient data.
It's very evident today that both global and local commerce are moving swiftly onto the internet. Ensure that you're going with the flow, and really capitalising on the technology available to win.
About the Author:
(C) Jay Kendall. Pop over to EvolveSEM.co.uk for in-depth ideas on SEM Services and SEO Services.
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