One of the debates we hear most frequently is whether search engine marketing – both in terms of organic search engine optimization and paid search advertising – are truly more effective and efficient than other forms of marketing are. In other words, do they really give you your money's worth, or is a good ranking on Google similar to a decent ad in the Yellow Pages?
Our answer would be that search engine marketing isn't just more efficient… it's a lot more efficient. In fact, it can bring you better customers, at a lower cost, than just about any other marketing or promotional medium.
Here are just a few of the quick reasons why:
Search engine marketing allows you to catch the right people. Some types of media, like television advertisements, can reach hundreds of thousands, or even millions, of people once. But how many of those are interested in what you sell, and how much of that advertising is wasted? By limiting your messages to the people who are actively looking for them, and costing you money only when they click on your ads, the major search engines allow you to market much more efficiently than would be possible elsewhere.
Search engine marketing lets you catch them at the right time. Not only do search engines put you in front of potential customers, they only do it at a moment when they are actively looking for your solutions. No other advertising or promotional platform can help you reach buyers with such precision, which is why the return on investment you get from search engine marketing is hard to match.
Search engine marketing lets you target your message... and change it in an instant. Likewise, when you're trying to find customers through search engines, you have the option of defining customer groups as tightly as you'd like. In some cases, it might make sense to have the same offer for everyone; in others, you want your ads to change along with certain words, phrases, locations, or customer types. Search engine marketing gives you the flexibility for either.
Likewise, if you have ever tried to change your Yellow Pages description, ongoing newspaper ad, or TV spot, then you already know that shifting your message – much less testing different approaches – can be difficult. With search engine marketing, however, you can decide to take your marketing campaigns in a new direction in minutes.Search engine marketing is scalable. And finally, search engine marketing lets you go as big or small as you want. You aren't tied into expensive, long-term contracts, and you have the option of expanding a successful campaign in the blink of an eye. Given that your business is changing all the time, doesn't it make sense to try the one marketing medium that can shift right along with it?
Owners of all size businesses should have a search engine marketing plan that takes advantage of the tremendous opportunities available in the digital marketing environment. If you would like to sit down and discuss these opportunities, you should contact WSI since we have been helping small and medium size businesses grow through professionally developed online strategies since the mid-90's.