We are just at the tip of the iceberg of what Google can do for your business; are you in the game?
The marketing paradigm is changing right before are eyes. The old way of doing business is changing FAST. The Internet has changed the business world. Marketers have used ‘interruption-based’ techniques (advertising, cold-calls, trade shows, and direct mail) to push out their message far and wide in hopes that it will attract a few qualified leads.
This approach is becoming less and less effective.
Stop throwing cash at these methods because your perspective clients have thrown up barriers to block these methods.
Clients are getting better at filtering out interruption based messages: caller ID, SPAM filters, DVR-TV, satellite radio, and do-not-call registries. Think about how your conventional/interruption based sales method is costing you money: travel expenses, phone expenses, entertainment expenses and most importantly, time.
The Internet presents a quick and easy way for clients to do their homework, conduct research and make buying decisions online.
Marketing is moving away from an interruption based approach into a permission based approached. Think about it, we are bombarded with marketers throughout the day and we go to great lengths to thwart their efforts.
How often do you pick-up your phone when it rings?
Today your clients are going online to start their purchasing process. Studies show that 83% of B2B (business to business) buyers start in Google, while another 15% say they sometimes Google potential vendors. These are staggering numbers if you do not have a presence on the Internet. In order to remain competitive, businesses need to utilize permission based marketing techniques to get found by prospective clients when they are searching for your services.
SEO (search engine optimization) is the answer.
How Google Search Results Work
There are two kinds of search results in Google: paid (PPC) results and organic (free) results.
Search results are based on keywords the user is searching for. Paid results appear on the right-hand side column of search results and listings are in order of how much is bid for a particular keyword. These are known as pay-per-click (PPC), where you pay each time someone clicks on your advertisement. The PPC click rate is determined by the competitiveness of the keyword. Examples of keywords would be: asphalt paving, kitchen cabinets, brick pavers, etc…
Organic search results appear on the left-hand side of search results. Organic results are ranked by search engines according to relevance to keywords. Relevance is calculated by criteria such as: density of keyword match, how the website was built, and the number of websites that link into that website, amongst many other factors that play a role. The Google search algorithm uses over 200 different criteria to rank organic search results. Getting ranked high in organic search results is much better because it is FREE and studies show that users click organic results 75% of the time. Studies also show that users who click on organic results are most likely to have higher levels of education.
Organic Search is Best
How do you get found in the Organic Search Results? The techniques that help your website get higher rankings in organic search results is known as “search engine optimization” or SEO. When SEO is done effectively, the people who are looking for your service or product, will find you more often. SEO is a very complicated and technical process that we will save for another day, but I will tell you that 25% of SEO results from on-page factors and 75% from off-page factors.
What is the key take-away from all this? Permission based marketing is very easy to measure, meaning it allows you to see your return on investment (ROI). Traditional marketing methods are much harder to measure effectiveness and therefore harder to tell whether the money you spend is actually turning into sales. If you can’t measure it, you can’t manage it.
You may be thinking, ‘Why do I need to do this if my current marketing methods are working?’ You will notice that your clients are now asking more questions because they are getting more informed about what they want to do. You will notice more competition and eventually this will cost you profits.
Get in now and drive prospects through permission based marketing and feed your sales organization with qualified leads!
Consider combining organic and paid search together for dramatic results!
What are your search marketing strategies? Please leave your comment below…