Are you making a big mistake with your marketing and advertising dollars? Many business owners are now making a different marketing choice by making the small business SEO investment.
This is the second 3x5xSEO index card article. Looking at the card, the left line shows cost and the bottom line shows time. I love the simplicity of this 3×5 card and what it shows. Traditional media buys include television, newspaper, magazine, radio, TV, billboards and signs, park benches, bus advertising and more. A new media buy platform has emerged in the past 10 years – internet advertising on other people’s platforms.
The biggest new media platform is Google and its Adwords program. This is PPC or pay per click advertising. Google puts your ad on its search results page and on other sites in their content network. You bid for a keyword term and the cost will be pretty high in competitive markets. PPC can be very effective, but you pay by the click. You are spending every time someone clicks on your ad. Other internet advertising opportunities are available too. You can put text ads or display ads on many sites. You may pay by the click or by the month, but you must continue to pay for your ad to display.
The Biggest Opportunity for Small Business Marketing
Never before in the history of business, has a small business owner had the opportunity to create their own platform to market their products and services. Only a few years ago, if a small business created a newsletter or catalog, they would still need to buy names or distribution for their creations. The internet has changed everything.
The New Marketing Model vs. Old Models
The internet gives you, the small business marketer, the opportunity to directly present your story, your unique vision, your character and your products and services to people who are actually looking for what you have to offer. Contrast this model or method to the old model. Let’s use newspapers as an example.
In the newspapers model, you pay for your ad placement. Unless you pay for multiple placements, your ad is in one place in the whole newspaper. If a reader happens to read the page your ad is on, happens to see your ad, and, is interested at that time, then they might call you or visit your business. That’s a lot of ifs. To get a regular stream of customers, you must pay over and over again. It’s call advertising expense – not investment.
Using small business SEO flips the old model upside down. First, SEO is targeted. You are presenting your business to people who are looking for you and your products. Second, there are still a few ifs, but they’re ifs you can control. If your content grabs their attention, and if your content keeps their attention, and if it provides what they’re looking for, they will take the next step to becoming a buying customer. Wow, what a difference. A precise targeted model vs. placing an ad and crossing your fingers.
Investment vs. Expense
Now for the harsh reality. If you are in a competitive market, you will need to invest your own time and resources in building your SEO presence, or you will need to engage an SEO consultancy. There will be initial costs in setting up your website, creating a good design, building the best possible content and then external link building to get your site ranked. The cost will be based on online competition in the market. In many markets the competition is light, in others its tough. But that’s good. If you see two or three other businesses competing hard, it means there’s business to be had.
Think And – Not Either / Or
You may be thinking, wait a minute. My advertising is working. I’m not going to give it up. You’re right, you shouldn’t give up somethings that working, but can you afford not to be in the space that the whole world is moving into? Internet marketing is exploding because internet usage is exploding. More and more people are using search engines and social media to find business products and services. If you are not in the internet space and you’re not already at a competitive disadvantage, it’s likely that you will be soon.
At a minimum, isn’t it time you assessed your small business SEO investment? Contact me at 386-295-2049 if you’d like to know more.