When talking about setting up web pay-per-click advertising campaigns, this is the most common response I get when I am working with a new client. Most of my work comes from referrals, but when I am approached by a new client or I approach a company which I feel can use my services, the most important things I stress are an updated website, and web advertising driven to it.
More often than not however, people are always interested in getting a new or updated website up, but are not necessarily in love with advertising it. I feel the two go hand in hand and are not mutually exclusive. An updated website is a must. Websites are so affordable nowadays, even high quality websites using templates or open source platforms. A professional looking website gives potential consumers the confidence that your company is just that, a professional company with a professional website. If your website looks like it was built in the 90’s, your site looks outdated, so your company looks outdated. This does not promote a feeling of confidence in your company, which is what your site should be giving your potential client.
Just as important however, is driving potential clients to your professional website. This is where Google, Bing, Yahoo and all search engines come into play. The most common response I hear when I begin to discuss a marketing campaign is “I don’t need web advertising, when I search for my company, I come right up!”. I have devised a little exercise to get these people thinking differently. When I get this response I ask the client what is something they currently need, whether it be at their home or office. One recent client told me they could use a new printer. So I said, ok, lets say you’re on the web and you need a new printer. What would you do. He immediately opened up google and typed in “buy a printer”. This exercise makes me laugh every time because its effectiveness is so immediate. I said, “now you understand why you need advertising dont you?”. He was a bit confused. So I explained my statement. “You needed a printer, so you typed in buy a printer. And all these office stores show up. You didn’t type in staples, office max or other known stores that sell printers. You relied on these suppliers to advertise the fact that they sell the product you need. So why should you work any differently. You need to show up when people search for the services you offer. Your company showing up when searched for specifically should be a given. But your company showing up when the service or good you offer is searched for is the ultimate goal, as you just demonstrated to me.”
He was blown away. And in hindsight, it seems like such a simple concept. But this is the most common rebuttal to any discussion of web advertising. The internet is breaking down global barriers every day. And using it to your advantage is a must. Be sure to highlight not only your company name and location, but just as important, highlight the goods or services you offer. Try it for your company now. Do a google search for your company. Does your company show up in the first page results? If so, great, if not you have work to do. Now do a search for a good or service you offer. Do you show up on the first page, second page, tenth page….You have work to do here also. Especially when your market is heavily saturated.
There is many things you can do to improve both sets of results for free or for minimal cost. Adding keywords to your site, optimizing your site and submitting it to search engines,etc. These options can take months to begin yielding results. But if your company is buried on the internet, there is a way to dig yourself out immediately. This however isn’t free, but you can specify what you spend, be it daily, monthly or annually. And these advertising costs can be measured to determine effectiveness of each campaign, and return on investment, or ROI.
They say you have to spend money to make money, and advertising is a prime example.